Sports Travel Group

What Sports Travel Group does

Sports Travel Group Ltd. is a London-based private holding company (registered in England and Wales, company number 09172243) that operates premium specialist golf tour operations, B2B travel trade services, hospitality solutions, technology development, and a focused golf tourism consultancy. Founded in 2014 and operating with 11-50 employees across offices in London, St Andrews, Oslo, Stockholm, Singapore, and presence in the USA, Ireland, and Jakarta, the group serves high-net-worth individuals, elite private members' clubs, travel trade associates, corporate entities, and golf destinations.

The company operates two principal brands. Golf Traveller delivers premium B2C golf travel experiences with packages covering accommodation, tee times, transportation (flights, ferry crossings, transfers), tickets, excursions, and car hire, regulated under The Package Travel, Package Holidays and Package Tours Regulations 1992 with Financial Failure Insurance underwritten by Affirma. Golf Traveller Trade provides B2B services including fully white-labelled travel platforms for elite private members' clubs and supplies golf travel product to Virtuoso member travel agents, concierge organisations, premium leisure tour operators, and corporate golf programme managers. The platform integrates CRM, customer service systems, and Xero-based financial administration. A proprietary events portfolio (The Links Invitational, International Pro-Am, Luxury Travel Trade Invitational at Sentosa Golf Club) and editorial IP ('50 Best Golf Experiences' list, Golf & Gastronomy series) complement the core offering, alongside a consultancy practice serving destinations, premium properties, and real estate developers.

Revenue is generated across four streams: one-time package and hotel/resort bookings, recurring B2B trade subscriptions and white-label platform fees, professional services consultancy engagements, and event hosting. GTM is multi-channel: direct consumer bookings via golftraveller.com, B2B trade partnerships, and event-led engagement. Pricing is quote-based with a 30% non-refundable deposit and balance due six weeks before travel. Strategic distribution relationships include American Express, Quintessentially, Maybank, Edition, Club Professions Group, and Troon (designated Preferred International Travel Partner), with a December 2024 multi-million-dollar strategic investment from GameAbove Sports funding North American expansion.

Name

Sports Travel Group

Legal name

Sports Travel Group Ltd.

Website

https://sportstravel.group

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based holding company operating premium golf tour operations through Golf Traveller (B2C) and Golf Traveller Trade (B2B), a proprietary events portfolio, white-label club platforms, and golf tourism consultancy, serving high-net-worth individuals, elite private clubs, travel trade partners, and corporate clients globally.

Ownership category

akta.pro rank

Product category

Premium Golf Travel & Tourism

NAICS

Tour Operators (561520), Travel Agencies (561510), Spectator Sports (71121), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ)

akta.pro secondary industry

Sports Team, Tournament & Training Travel (THAKAGAI)

Keywords

• Premium golf travel
• Golf tour operation
• B2B travel trade
• Golf tourism consultancy
• Golf hospitality services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Package Bookings: Package bookings include accommodation, golf, transportation (flights, ferry crossings, transfers), tickets, excursions, and car hire sold at an inclusive price. Regulated by The Package Travel, Package Holidays and Package Tours Regulations 1992. Customers are covered by Financial Failure Insurance policy underwritten by Affirma.
2. Hotel/Resort Bookings: Holiday bookings based at a Hotel or Resort where golf is a service/facility offered as part of the accommodation providers' facilities. Accommodation-only component organised by Sports Travel Group as principal, not constituting a package holiday under regulations.
3. B2B Trade Services: Golf Traveller Trade provides white-labelled travel platforms for elite private members' clubs and equips travel trade associates with products and expertise for golf travel engagement.
4. Consultancy Services: Advisory services and golf tourism development projects for destinations, premium individual properties, and real estate development projects involving golf.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Sports Travel Group is a premium golf tour operator that designs and delivers bespoke golf travel experiences, B2B trade services for travel agents and concierge organisations, white-labelled travel platforms for elite private members' clubs, an owned portfolio of elite golf events (The Links Invitational, International Pro-Am, Luxury Travel Trade Invitational), and advisory services for golf tourism development and destination strategy. The company operates two main brands — Golf Traveller for premium B2C golfers and Golf Traveller Trade for travel trade partners.

Product overview

Sports Travel Group is a premium sector tour operator operating companies in specialist Golf Tour Operation, B2B travel, Hospitality Solutions, Tech Development, and focused Golf Consultancy. The company operates two main brands: Golf Traveller (premium B2C golf travel experiences) and Golf Traveller Trade (B2B platform for travel trade associates with white-label club solutions). The portfolio is complemented by an Events division creating elite golf tournaments, a Consultancy service for golf tourism development, and new Tech Development initiatives. The core travel business is complemented by Event Creation, and Golf Tourism Development Advisory services.

Differentiator

Problem solved

Functional benefit

Brands

• Golf Traveller: Premium B2C golf experiences adapted to our modern world. Tailored for discerning golfers and modern travellers; golf lies at the heart of all we create but around it are the explorations, the cultural immersion, the restaurants, the luxury and local authenticity.
• Golf Traveller Trade

Products and services

• Golf Traveller Premium B2C brand offering bespoke golf travel experiences for discerning golfers and modern travellers. Itineraries combine top golf courses with cultural immersion, restaurants, luxury and local authenticity. Sold under UK Package Travel Regulations with Financial Failure Insurance.
• Golf Traveller Trade B2B platform equipping travel trade associates (Virtuoso members, concierge organisations, premium leisure tour operators, corporate golf programme managers) with golf travel products and expertise. Includes fully white-labelled travel platforms for elite private members' clubs.
• STG Events Portfolio (The Links Invitational, International Pro-Am, Luxury Travel Trade Invitational) Owned and partnered portfolio of elite golf events designed for person-to-person engagement. Includes The Links Invitational (elite international golf clubs 4-person team competition), International Pro-Am (luxury itineraries at top courses such as Turnberry, Oslo and Abu Dhabi), and the Luxury Travel Trade Invitational (inaugural at Sentosa Golf Club).
• Golf Tourism Consultancy Advisory services and golf tourism development projects for destinations, premium individual properties and real estate developments involving golf. Covers travel trade, tour operation, audience and brand strategy, sales and marketing, content creation, and digital strategy.

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• TrooncoreStrategic or Co-development PartnerGolf Traveller was recently designated as a 'Preferred International Travel Partner' of Troon, one of the world's leading golf course management and development companies.
• Peralada ResortminorStrategic or Co-development PartnerEvent partner for Golf & Gastronomy Costa Brava series. Five-star Hotel Peralada accommodation partner. 14th-century castle Michelin-starred dining venue.
• PGA Catalunya Golf & WellnessminorStrategic or Co-development PartnerEvent partner for Golf & Gastronomy Costa Brava series. Spain's famed PGA Catalunya course included in itinerary.
• Alex Mead (Food and Travel Magazine)minorStrategic or Co-development PartnerCurated partnership with Alex Mead, editor of award-winning gourmet travel title Food and Travel Magazine, for Golf & Gastronomy series delivering authentic gourmet golf experiences.
• 144 (European Amateur Golf Tournament)minorGTM or Marketing PartnerGolf Traveller partnered with 144, Europe's largest amateur golf tournament played in Ryder Cup mode with daily singles and bestball matches at different courses.
• KairoswealthminorGTM or Marketing PartnerPartnership with Kairoswealth to host invitation-only event at Emirates Golf Club & Topgolf Dubai celebrating launch of kairoswealth.com.
• Golf in DubaiminorStrategic or Co-development PartnerConsultancy case study client. Viya Golf & Dubai Golf Travel Club project for golf tourism development.
• Chateau du CoudreceauminorStrategic or Co-development PartnerConsultancy case study for private golfing estate in Loire Valley. Advisory services and development projects.
• Sentosa Golf ClubminorStrategic or Co-development PartnerHost venue for inaugural Luxury Travel Trade Invitational by Golf Traveller. Sentosa Golf Club is host of the SMBC Singapore Open.
• MaybankminorGTM or Marketing PartnerFinancial institution partnership for golf tourism consultancy and potential corporate golf programmes.
• American ExpressminorGTM or Marketing PartnerLogo showcase partner relationship for premium golf travel experiences targeting Amex card members.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Black Tomato: Boutique luxury travel agency known for experiential, design-led itineraries; overlaps with STG's experiential/premium positioning for discerning travellers.

Broad incumbents

• Abercrombie & Kent: Global luxury tour operator with deep HNWI clientele and bespoke private journey capability; overlaps with STG's premium positioning and white-glove delivery model.
• TCS World Travel: US-headquartered luxury expedition and private jet tour operator targeting ultra-HNWI; comparable in bespoke, high-touch delivery and premium customer profile.
• Scott Dunn: Established UK luxury tour operator with curated global itineraries at the ultra-premium tier; competes with STG for HNWI travel wallet share though not golf-specialized.
• Quintessentially: Global luxury concierge and lifestyle group serving HNWI clients with travel, events, and access; an existing STG partner but also a competitive threat if it deepens its golf capabilities.

Direct peers

• Carr Golf: Irish-headquartered premium golf tour operator offering high-end golf vacations and tournament packages, overlapping directly with STG's premium golf positioning.
• Golfbreaks: UK-based specialist golf travel operator offering packaged and bespoke golf holidays globally - the closest direct competitor in geography and product mix.
• Your Golf Travel: Largest UK specialist golf tour operator with broad destination coverage and B2C/B2B channels; competes head-to-head with Golf Traveller in the UK and European market.
• Tee Times Golf Travel: Portuguese-based specialist golf travel agency offering packages across Europe with both consumer and trade offerings, comparable in business model and product.

Others

• Troon: World's largest golf course management and development company - not a tour operator itself, but a strategic partner that designates STG as a Preferred International Travel Partner, giving STG privileged course access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sports-travel-group-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 Sports Travel Group