VBT Bicycling and Walking Vacations

What VBT Bicycling and Walking Vacations does

VBT Bicycling and Walking Vacations (legal entity Xanterra Adventure Companies, LLC) is a privately held active-travel company founded in 1971 and headquartered in Williston, Vermont. It operates, together with its sub-brand Country Walkers, a global catalog of guided bicycling tours, guided walking tours, self-guided bicycling tours, and Discovery Tours combining cultural immersion with active travel. Tours span North America, Europe, Asia, Oceania, and Africa, with per-person double-occupancy pricing ranging from approximately $3,045 (biking) to $11,495 (discovery), capped at 22 passengers per departure, and supported by handpicked local trip leaders, on-call logistics, support vehicles, and a fleet of pedal-assist e-bikes governed to 15 mph.

The underlying technology stack is built around partner integrations rather than proprietary platforms: custom GPS route notes are delivered via a partnership with Ride with GPS (turn-by-turn voice navigation on iPhone and Android with offline access), travel protection is provided through Redpoint Travel Protection, customer ratings are surfaced via Bazaarvoice, and travel-advisor registration runs through Smartsheet forms. A MyAccount portal handles reservations and payments; the company has no documented public or partner-facing API.

VBT's commercial model centers on direct sales (1.800.245.3868 and vbt.com), a commissioned Travel Advisor channel overseen by a National Accounts Manager, and a dedicated Group Travel Program with extra incentives for 11+ paid tour members. Revenue is generated primarily through one-time tour package sales, supplemented by Tour + Travel Packages (flights, pre/post accommodations, ground transfers) handled by an in-house air department, travel-protection premiums via Redpoint, and travel-advisor commissions. The company is a wholly-owned subsidiary of Xanterra Travel Collection alongside Windstar Cruises, Holiday Vacations, Grand Canyon Railway & Hotel, and national park lodges; it is an Active Member of USTOA and participates in the $1 Million Travelers Assistance Program. VBT reports more than 50 years of operation, over 200 pages of catalog content, and 98%+ stated guest-return intent, alongside repeated industry recognition from Travel + Leisure, National Geographic, Newsweek, USA Today, and AFAR.

Name

VBT Bicycling and Walking Vacations

Legal name

Xanterra Adventure Companies, LLC

Website

https://vbt.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

101–250 employees

Short description

VBT Bicycling and Walking Vacations is a Vermont-based active-travel company (founded 1971) operating globally as part of Xanterra Travel Collection. It sells guided and self-guided bicycling, walking, and Discovery Tours to adult leisure travelers, travel advisors, and group travelers through direct, channel, and tour-plus-travel packages.

Ownership category

akta.pro rank

Product category

Active Travel Tour Operator

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Land (487110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cycling, Mountain Biking & E-Bike Adventure Tour Operators (THAAADAE)

akta.pro secondary industries

Cycling, Mountain Biking & E-bike Adventures (THAJABAF), Cycling / MTB / E-Bike Guiding & Rentals (THAAALAG), Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ)

Keywords

• Guided bicycling vacations
• Walking tour packages
• Self-guided bike tours
• Discovery cultural tours
• Group travel programs

Headquarters

HQ city

Williston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tour Package Sales: Core revenue from selling guided and self-guided biking, walking, and discovery tour packages. Pricing varies by destination and duration, ranging from approximately $3,045 to $11,495 per person based on tour type and length.
2. Travel Protection: Partnership with Redpoint Travel Protection providing travel insurance and evacuation coverage. Redpoint offers trip cancellation up to 100% of trip cost, trip interruption up to 150%, medical evacuation up to $1,000,000, and other coverage benefits.
3. Air and Travel Packages: Tour + Travel Packages including flights, pre- and post-tour accommodations, and airport car service through in-house air department.
4. Travel Advisor Commissions: Competitive commission on base tour package price with opportunities to earn more with preferred levels based on sales volume. Extra incentives for groups of 11+ paid tour members.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

VBT Bicycling and Walking Vacations sells all-inclusive guided and self-guided bicycling tours, guided walking tours, and Discovery cultural immersion tours to active adult travelers across more than two dozen countries on six continents. Each tour package bundles accommodations, most meals, route planning, on-tour support (including local Trip Leaders on guided tours, support vehicles, and bike repairs), and optional travel protection. E-bikes and a Ride with GPS-powered turn-by-turn voice navigation smartphone experience are offered across most biking vacations, with separate physical and digital catalogs and group travel planning services supporting channel sales.

Product overview

VBT Bicycling and Walking Vacations operates as VBT | Country Walkers, a unified active travel platform offering guided bicycling tours, guided walking tours, self-guided biking tours, and Discovery Tours combining cultural immersion with active travel. The core portfolio includes four main product lines: Guided Biking Tours (with E-bikes available), Guided Walking Tours, Self-Guided Biking Tours (with GPS navigation via Ride with GPS), and Discovery Tours (immersive cultural experiences). Additional services include travel protection via Redpoint, group travel planning, a travel advisor partner program, and The Travelers Fund for sustainability initiatives. Tours span global destinations with activity levels ranging from Easy to Challenging.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided Biking Tours All-inclusive guided group bicycling vacations for active adult travelers, with handpicked local Trip Leaders providing route guidance, cultural commentary, bike repairs, most meals, accommodations, and on-tour support. E-bikes available on most tours.
• Guided Walking Tours All-inclusive guided group walking vacations for active travelers, with handpicked local Trip Leaders providing destination expertise, cultural insight, planned activities, accommodations, and most meals.
• Discovery Tours Immersive, hands-on cultural experiences combining active travel with cultural immersion, cooking classes, local experiences, and guided sightseeing for active minds.
• Self-Guided Biking Tours Independent bicycling vacations with pre-planned routes, GPS navigation via Ride with GPS, bike delivery, accommodation booking, and on-call support without a constant guide presence.
• Redpoint Travel Protection Optional travel protection coverage provided through Redpoint Travel Protection, including trip cancellation, trip interruption, evacuation assistance, medical expense, and baggage delay protection.
• Group Travel Program Coordination service for families, friends, and clubs traveling together, with expert group travel planners providing private travel options and tailored logistics for larger groups.
• Travel Advisor Program Channel program for travel professionals to sell VBT guided bicycling and walking tours to clients, with competitive commissions, training resources, marketing materials, familiarization trip discounts, and dedicated National Accounts Manager support.
• VBT Travel Shop Online shop selling VBT-branded travel merchandise and equipment.
• Tour + Travel Packages Optional add-on air and lodging package including flights, pre- and post-tour accommodations, and airport car service for most tours.
• The Travelers Fund Sustainability donation program where VBT contributes on behalf of every traveler to partner initiatives including the John Muir Trust, Yellowstone to Yukon Conservation Initiative, Cornwall Wildlife Trust, Wine to Water, and Club Alpino Italiano.

Quantifiable outcome

• Over 98% of guests plan to travel with VBT again
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• Redpoint Travel ProtectioncoreStrategic or Co-development PartnerVBT has a partnership with Redpoint Travel Protection offering travel protection coverage including trip cancellation, trip interruption, medical evacuation up to $1,000,000, and other comprehensive benefits. The partnership provides a completely integrated program with a single team for emergency services, travel assistance, and insurance claims.
• Ride with GPScoreTechnology or IntegrationVBT partnered with Ride with GPS to provide custom downloadable GPS route notes with turn-by-turn voice navigation on iPhone and Android devices. The integration allows guests to access routes offline without data usage, with navigation guidance throughout biking tours.
• Windstar CruisescoreStrategic or Co-development PartnerWindstar Cruises is a sister company within the Xanterra Travel Collection. VBT collaborates with Windstar on webinars and shares information about both biking/walking itineraries and small-ship luxury cruise options.
• Xanterra Travel CollectionflagshipOthersVBT is part of the Xanterra Travel Collection, a portfolio of travel and hospitality brands including Windstar Cruises, Holiday Vacations, Grand Canyon Railway & Hotel, and national park lodges. Xanterra acquired CW Adventures (Country Walkers) and owns VBT.
• Center for Responsible Travel (CREST)minorStrategic or Co-development PartnerVBT partners with CREST to support sustainable and responsible travel initiatives.
• The International Ecotourism SocietyminorStrategic or Co-development PartnerVBT partners with The International Ecotourism Society to promote ethical and sustainable tourism practices.
• John Muir TrustminorStrategic or Co-development PartnerVBT supports the John Muir Trust through The Traveler's Fund, contributing to conservation efforts.
• Yellowstone to Yukon Conservation InitiativeminorStrategic or Co-development PartnerVBT supports wildlife conservation through the Yellowstone to Yukon Initiative, strengthening ecosystem connections through wildlife-friendly highways.
• Cornwall Wildlife TrustminorStrategic or Co-development PartnerVBT supports coastal preservation efforts in Cornwall through the Cornwall Wildlife Trust.
• Wine to WaterminorStrategic or Co-development PartnerVBT partners with Wine to Water, a clean water organization supported through The Traveler's Fund.
• Club Alpino ItalianominorStrategic or Co-development PartnerVBT partners with Club Alpino Italiano to support mountain rescue operations along the Amalfi Coast.
• Adventure Travel Trade Association (ATTA)minorStrategic or Co-development PartnerVBT is a member of ATTA, connecting with the adventure travel industry community.
• United States Tour Operators Association (USTOA)coreChannel Partner/ Reseller/ DistributorVBT is an Active Member of USTOA and participates in the $1 Million Travelers Assistance Program, providing protection for advance payments in case of bankruptcy or cessation of business.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Backroads: Global operator of premium guided and self-guided biking and walking active-travel vacations for adults, directly competing with VBT on the same product, price point, and customer base.
• Trek Travel: Operates guided cycling vacations worldwide with e-bike options, targeting active travelers on multi-day tours, mirroring VBT's core biking product.
• Country Walkers: Guided walking vacation operator and VBT's sister brand within Xanterra; overlaps directly on walking tours and shares the same operating platform.
• Ciclismo Classico: Specialist in guided bicycling and walking tours, particularly in Italy and Europe, competing directly for VBT's active-travel customers.
• Austin Adventures: Operator of active and multi-sport guided vacations including biking and walking, targeting families and active adults similar to VBT.
• Butterfield & Robinson: Long-established luxury biking and walking tour operator serving active travelers globally, closely comparable to VBT's premium active-travel model.
• DuVine Cycling + Adventure Co. Luxury bicycle tour operator offering small-group guided cycling trips in Europe and beyond, directly overlapping VBT's premium guided biking niche.

Broad incumbents

• G Adventures: Global small-group adventure tour operator with active biking and walking itineraries, overlapping VBT's guided small-group experiential model across a broader product range.
• Exodus Adventure Travels: Large global adventure travel operator with extensive cycling and walking holiday portfolios, overlapping VBT's category as part of a broader offering.
• REI Adventures: Outdoor-brand-backed guided adventure travel arm offering cycling and hiking trips, competing for active-travel customers within a wider outdoor ecosystem.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/vbtvacations
• Facebookfacebook.com/vbtbicyclingandwalkingvacations
• LinkedInlinkedin.com/company/vbt-bicycling-vacations

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VBT Bicycling and Walking Vacations