Little America

What Little America does

Little America (legal entity Little Travel UK LTD) is a privately held UK-based travel agency that designs and sells tailor-made holidays to the United States and Canada. Founded in 2018 by Andrew Morten as a sister company to TravelEssence, the business targets UK consumers — primarily couples, families, and solo travellers — seeking bespoke, slow-paced North American itineraries. The offering is a full-service travel package bundling flights (through partnerships with Icelandair, British Airways, and Delta Air Lines), hand-picked boutique and small-scale accommodation, self-drive car rental, and curated activities (wildlife spotting, hiking, kayaking, scenic flights, wine tastings, cultural experiences).

The platform and technology underpinning the service are conventional: a content-led website (littleamerica.co.uk) showcasing itineraries and destination guides, contact forms, and a phone-based sales team of travel specialists. There is no proprietary booking engine, no consumer-facing mobile app, no public API, and no disclosed AI or automation tooling. The core asset is human expertise: founder Andrew Morten's ~30 years in unique travel and a curated network of small-scale local hosts across North America, complemented by regulatory financial protection through ATOL licence No. 11760 and ABTA membership No. Y6774.

Commercially, Little America operates a direct-to-consumer, sales-led motion: free no-obligation destination presentations (webinars), website enquiry capture, and inside-sales phone consultations (available Monday-Saturday until 21:00, UK number 020 3608 3557). Revenue is generated via commissions and supplier margins on the total package price; sample indicative prices are £4,000-£14,950 per person on 2-6 week itineraries including flights. The company is privately held with no external funding rounds disclosed and a headcount of 11-50 employees, drawing operational synergies from its TravelEssence sister brand.

Name

Little America

Legal name

Little Travel UK LTD

Website

https://littleamerica.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Little America (Little Travel UK LTD) is a privately held London-based travel agency designing and selling bespoke, tailor-made holidays to the USA and Canada for UK couples, families, and solo travellers, combining flights, boutique accommodation, car rental, and curated activities through a phone-based consultative sales motion.

Ownership category

akta.pro rank

Product category

Tailor-Made Travel Agency Services

NAICS

Tour Operators (56152), Tour Operators (561520), Travel Agencies (561510), Travel Agencies (56151)

akta.pro primary industry

Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB)

Keywords

• Tailor-made holidays
• North America travel
• Bespoke itineraries
• Self-drive vacations
• Slow travel experiences

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Holiday Package Sales: Little America acts as a full-service travel agent arranging complete holiday packages to the USA and Canada. Revenue is generated through commissions from airline ticket sales (Icelandair, British Airways, Delta Airlines), accommodation bookings at partner properties, rental car arrangements, and activity bookings. The company designs bespoke itineraries and earns margins on the total package price paid by customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Little America designs and sells bespoke, tailor-made holiday packages to the United States and Canada for UK travellers. Each package combines flights, hand-picked boutique and small-scale accommodations, self-drive car rental, curated activities, and on-the-ground local experiences, all assembled by travel specialists into a personalized itinerary. The company positions around slow, off-the-beaten-track travel with ATOL/ABTA financial protection.

Product overview

Little America is a UK-based travel company specializing in tailor-made holidays to the United States and Canada. The company offers a comprehensive suite of travel services built around bespoke itinerary planning, combining accommodation booking, flight arrangements, car rental, and curated activities into personalized travel packages. The core product is their tailor-made holiday service, supported by accommodation booking across multiple property types (bed & breakfasts, lodges, boutique hotels, resorts, glamping, ranches, cabins, holiday homes), activity booking services (wildlife spotting, hiking, cultural activities, outdoor adventures, wine tastings, scenic flights), flight arrangements through partner airlines, and self-drive car rental options. The company positions itself around slow, locally-guided travel experiences and provides sample itineraries and specialist consultations to support trip planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Tailor-Made Holidays to USA and Canada Customized, end-to-end travel planning service for individual and family trips to the USA and Canada, using local expertise and bespoke itineraries tailored to traveller preferences. Combines flights, accommodation, car hire, activities, and insurance into a single package.
• Accommodation Booking Services Hand-picked selection of small-scale accommodations including bed & breakfasts, lodges, boutique hotels, resorts, glamping sites, ranches, cabins, and holiday homes across the USA and Canada, available as part of booked holiday packages.
• Activity Booking Services Curated outdoor and cultural activities available through Little America, including wildlife spotting, hiking, kayaking, scenic flights, wine tastings, and cultural experiences throughout the USA and Canada.
• Flight Arrangements Flight booking service with partner airlines including Icelandair, British Airways, and Delta, offering routes to major North American destinations with various cabin classes and preferential fares.
• Self-Drive and Car Rental Vehicle rental service for self-drive holidays across North America, with options ranging from compact SUVs to large SUVs, including comprehensive insurance and preferential rates negotiated through Little America.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• TravelEssencecoreStrategic or Co-development Partner · 1 January 2018TravelEssence is the parent company and sister brand of Little America. Founded by Andrew Morten over 20 years ago, TravelEssence specializes in unique travel to Australia and New Zealand. Little America was created as a separate brand to focus specifically on North American holidays, leveraging the same expertise and business model.
• IcelandaircoreChannel Partner/ Reseller/ DistributorIcelandair provides flight services to North America via Reykjavik stopover. Little America offers access to competitive fares through this partnership. The stopover option allows customers to break up long-haul journeys and explore Iceland.
• British AirwayscoreChannel Partner/ Reseller/ DistributorBritish Airways operates direct flights from London to major North American cities including Vancouver, Toronto, Los Angeles, and Chicago. Little America accesses preferential fares through this partnership for inclusive holiday packages.
• Delta Air LinescoreChannel Partner/ Reseller/ DistributorDelta Air Lines provides connections to numerous US and Canadian destinations with spacious seating, modern aircraft, and award-winning service. Little America offers Delta routes as part of their holiday packages.
• ATOL (Air Travel Organiser Licensing)coreStrategic or Co-development PartnerATOL licence No. 11760 provides full financial protection for holiday bookings. If Little America cannot fulfil travel arrangements due to financial inability, customers receive refunds for prepayments and return transport if already at destination. Managed under trading name Little Travel UK LTD.
• ABTAcoreStrategic or Co-development PartnerABTA membership (licence No. Y6774) provides impartial travel advice, financial protection, and ensures adherence to code of conduct and service standards. ABTA Members commit to accurate advertising and fair trading practices. Managed under trading name Little Travel UK LTD.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Light Blue Travel: UK independent travel agency designing bespoke worldwide holidays with a high-touch specialist model; comparable on customer profile (high-AOV couples and families) and bespoke service delivery.
• America As You Like It: UK specialist tour operator focused exclusively on tailor-made holidays to the USA, with self-drive and accommodation-led itineraries; a direct niche competitor in the same UK-to-USA bespoke corridor.
• Canadian Affair: UK tour operator specializing in holidays to Canada, offering flights, accommodation, and escorted/self-drive itineraries; directly competes for UK travelers booking Canadian holidays.
• Audley Travel: UK-based tailor-made travel specialist with country experts designing bespoke worldwide itineraries; competes head-to-head for the UK high-spend couple and family customer seeking curated North American holidays.
• TravelEssence: Sister brand under the same founder (Andrew Morten) using an identical bespoke slow-travel model for Australia and New Zealand; the most directly comparable operator in terms of product philosophy, supplier relationships, and customer demographic.
• Bon Voyage Travel (UK): UK tailor-made travel specialist covering North America including fly-drive and multi-stop itineraries; overlaps Little America on consultative sales, custom routing, and accommodation curation.
• North America Travel Service: UK-based bespoke travel agency focused on tailor-made North American holidays including the USA, Canada, and Alaska; same destination focus and consultative booking approach as Little America.
• Wexas Travel: UK bespoke travel company arranging tailor-made long-haul holidays including the USA and Canada, with travel specialist consultations and custom itineraries; closely overlaps Little America's product offering and customer profile.

Others

• Tourism Australia: Destination marketing organization that drives UK demand for Australia/NZ travel, the corridor served by sister brand TravelEssence; included as an ecosystem participant whose marketing spend directly fuels TravelEssence and indirectly supports the parent group economics relevant to Little America.

Broad incumbents

• Trailfinders: One of the UK's largest independent travel agencies with deep North American expertise and a similar high-touch consultant sales model; a much larger, broad-incumbent competitor for the same UK outbound customer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/littleamerica

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Little America