Friendly Planet

What Friendly Planet does

Friendly Planet Travel, Inc. is a privately held, family-owned international tour operator founded in 1981 and headquartered in Jenkintown, Pennsylvania. The company sells bundled vacation packages to 70+ countries across all continents, organized into five core product lines: Small Group Tours (intimate groups capped at 16), Value Vacations (escorted groups up to 29), Independent Packages (flexible self-guided travel with bundled air and hotel), Custom Group Tours (private itineraries for families, schools, churches, and clubs), and the Biblical Journeys sub-brand (Holy Land pilgrimages for faith-based groups, the company's founding vertical). River cruises and small ship cruises are delivered in partnership with AmaWaterways and Rovos Rail.

The business runs on a website-based booking and reservation platform (friendlyplanet.com) augmented by an inside-sales phone team and a network of travel agent resellers. Marketing is multi-channel: paid search (Google AdWords, Microsoft Bing), paid social (Facebook/Meta), email (Mailchimp), organic social (Facebook, Twitter, Instagram, Pinterest), and a Refer-a-Friend program that pays $100 in travel credit per successful referral. Ancillary revenue comes from commissions on Travelex travel protection plans.

The customer base is dominated by individual leisure travelers and faith-based groups, with no disclosed enterprise or B2B anchor accounts. The company holds BBB A+ accreditation and industry memberships in ASTA, IATAN, and CLIA, and operates with a small team of 11-50 employees. No venture capital, private equity, or institutional investment is indicated, and Peggy Goldman is identified as the founder.

Name

Friendly Planet

Legal name

Friendly Planet Travel, Inc.

Website

https://friendlyplanet.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Friendly Planet Travel is a privately held, family-owned international tour operator founded in 1981 that sells bundled vacation packages to 70+ countries for individual leisure travelers and faith-based groups, with core product lines in small group tours, value vacations, independent packages, and Biblical Journeys pilgrimages.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Travel Agencies (56151), Scenic and Sightseeing Transportation, Water (487210), Scenic and Sightseeing Transportation, Other (4879)

akta.pro industry

PRIMARYTHAEAHAJ

Cruise + Guided Land Tour Packages

Travel & Hospitality/Cruises & Maritime Leisure Travel/Maritime Leisure Packages (Cruise + Stay)

SECONDARYTHAEAHAC

Hotel + Pre/Post-Cruise Land Stays (Cruisetours)

Travel & Hospitality/Cruises & Maritime Leisure Travel/Maritime Leisure Packages (Cruise + Stay)

Keywords

• Guided group tours
• International vacation packages
• River cruise tours
• Holy land pilgrimages
• Custom group travel

Headquarters

HQ city

Jenkintown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Tour Sales: The company generates primary revenue through selling bundled travel packages that include flights, hotels, transfers, meals, and guided touring. Packages are sold at per-person prices based on double occupancy, with single occupancy rooms available for additional charges.
2. Travel Insurance/Protection Plans: Friendly Planet offers Travelex travel protection plans as an add-on to bookings. Premiums range from $210-$908 per person depending on total trip cost, with Basic Protection and Cancel for Any Reason options available.
3. Referral Credits: The company operates a Refer-a-Friend Rewards Program that gives referrers $100 in credits toward future travel for each friend referred.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Friendly Planet Travel sells bundled international vacation packages that combine flights, hotels, ground transfers, meals, and guided touring into single per-person prices. Its portfolio spans Small Group Tours (max 16), Value Vacations (max 29), Independent Packages, Custom Group Tours, the Biblical Journeys Holy Land sub-brand, and river/small-ship cruises operated with partners such as AmaWaterways and Rovos Rail. The company supports these packages with travel protection plans, a Refer-a-Friend credit program, gift certificates, and 24/7 traveler support.

Product overview

Friendly Planet is a travel agency offering a comprehensive portfolio of international travel packages and services. The core offerings consist of Small Group Tours (intimate groups of up to 16 travelers), Value Vacations (larger escorted groups up to 29), Independent Packages (flexible self-guided travel), Custom Group Tours (personalized itineraries for private groups), and Biblical Journeys (specialized Holy Land pilgrimages). Supporting services include River Cruises (partnering with AmaWaterways), Small Ship Cruises, Travel Protection insurance (via Travelex), Hot Deals promotional offers, a Refer-a-Friend Rewards Program, and Gift Certificates. The company serves travelers seeking guided tours, independent adventures, and faith-based travel experiences across global destinations.

Differentiator

Problem solved

Functional benefit

Brands

• Biblical Journeys: Specialized division offering custom group travel to the Holy Land for pastors, churches, religious groups and organizations. Operating since 1981.

Products and services

• Small Group Tours Guided touring packages for individual travelers and couples with intimate groups capped at 16 travelers, including flights, hotels, transfers, meals, and expert-led cultural experiences; priced per person based on double occupancy with single-occupancy upgrades available.
• Value Vacations Escorted tour packages to popular destinations for individual travelers and couples, with groups of no more than 29, guaranteed departures, and dedicated guides; bundled flights, hotels, transfers, and meals priced per person based on double occupancy.
• Independent Packages Flexible self-paced travel packages for travelers who want to explore independently, bundling airfare and hotel savings with optional guided activities; per-person pricing based on double occupancy.
• Custom Group Tours Bespoke private group travel itineraries for families, friends, schools, churches, organizations, and clubs, with tailored activities, custom dates, and pricing adjusted to group size and customization level.
• Biblical Journeys Sub-brand specializing in pilgrimage tours to the Holy Land and biblical destinations such as Israel, Jordan, Greece, and Turkey, designed for pastors, churches, and religious organizations with decades of destination expertise.
• River Cruises Land-plus-river-cruise packages on AmaWaterways vessels along iconic rivers such as the Rhine, Danube, Douro, Seine, and others, combining pre- and post-cruise touring with onboard cruise experiences.
• Small Ship Cruises Cruise packages on smaller vessels that can reach ports larger ships cannot, paired with pre- and post-cruise land touring for an intimate small-ship experience.
• Travel Protection Plan Add-on travel insurance offered in partnership with Travelex Insurance Services, providing trip cancellation, interruption, medical emergency, evacuation, and baggage coverage; sold per person with rates tiered by total trip cost and an optional Cancel-for-Any-Reason upgrade.
• Hot Deals Limited-time promotional pricing on select departures to popular destinations, advertised weekly on the company's website.
• Refer-a-Friend Rewards Program Loyalty program that gives referrers $100 in credits toward future travel for each referred friend who books, encouraging repeat purchases and customer advocacy.
• Gift Certificates Purchasable travel gift certificates that recipients can apply toward Friendly Planet vacation package bookings.

Named customers2 records

Segments4 records

Ideal customer profiles4 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.

• MailchimpcoreTechnology or IntegrationEmail service provider used to manage mailing lists and send promotional newsletters. Friendly Planet uses Mailchimp to send periodic emails about travel deals, new packages, and travel tips to subscribers.
• FeefocoreTechnology or IntegrationThird-party review platform that solicits and publishes customer reviews about Friendly Planet's service and products. Feefo sends post-travel surveys and publishes all reviews (unless containing inappropriate content) to ensure honest, unbiased customer feedback.
• PayPalcoreTechnology or IntegrationPayment processing partner for credit card and PayPal account transactions. Customers are redirected to PayPal's secure website to complete payments. Friendly Planet does not store full credit card numbers, only the last four digits.
• VisaHQminorImplementation/ SI/ Consulting PartnerExternal visa service provider used to obtain travel visas on behalf of customers booking international travel.
• Travelex Insurance ServicescoreStrategic or Co-development PartnerPartnership to offer Travelex travel protection plans as an add-on to bookings. Plans include trip cancellation, interruption, medical emergency, evacuation, and baggage coverage. Friendly Planet earns commissions on plan sales but is not licensed to sell insurance directly.
• AmaWaterwayscoreStrategic or Co-development PartnerRiver cruise partner featured in multiple tour packages including 'Captivating Rhine with AmaWaterways,' 'Christmas Markets on the Rhine with AmaWaterways,' 'Enticing Douro with AmaWaterways,' 'Romantic Danube with AmaWaterways,' 'Paris & Normandy with AmaWaterways,' and 'Tulip Time with AmaWaterways.'
• Rovos RailminorStrategic or Co-development PartnerLuxury train operator featured in South Africa packages including 'Incredible South Africa with Rovos Luxury Train' and 'Incredible South Africa with Rovos Luxury Train & Victoria Falls.'
• Google AdWordscoreGTM or Marketing PartnerOnline advertising platform used for search ads and remarketing campaigns to promote travel packages and destinations.
• Microsoft Bing AdsminorGTM or Marketing PartnerSearch advertising platform used alongside Google for online ad campaigns promoting travel products.
• Facebook (Meta)coreGTM or Marketing PartnerSocial media platform used for targeted advertising, lookalike audience campaigns, and organic brand engagement. Tracking pixels are used on the Friendly Planet website for remarketing.
• Friendly Planet FoundationminorStrategic or Co-development PartnerThe company's non-profit philanthropic organization. Personal information may be shared with the foundation for advertising philanthropic projects or soliciting donations.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gate 1 Travel: Direct competitor offering similarly priced escorted international tours, small group departures, and river cruise packages to comparable global destinations, targeting value-conscious U.S. leisure travelers through a direct-to-consumer model.
• Intrepid Travel: Globally recognized small-group adventure tour operator offering escorted tours across all continents, including specialized cultural and faith-adjacent itineraries, with a similar direct-to-consumer and travel-agent distribution model.
• Trafalgar (The Travel Corporation): Global guided-holiday tour operator offering small-group and value-escorted tours to similar international destinations with bundled pricing, including Europe, Africa, and the Americas, targeting comparable North American and international travelers.
• Overseas Adventure Travel (OAT): Small-group adventure travel company owned by Grand Circle Corporation offering off-the-beaten-path itineraries to similar international destinations with comparable pricing, age demographics, and direct-to-consumer marketing approach.
• Insight Vacations: Premium sister brand of Trafalgar offering small-group guided tours and luxury land+cruise packages in similar destinations (Egypt with Nile Cruise, Greek Islands, European rivers) at higher price points, competing for the same aspirational traveler.
• Collette Tours: Long-established U.S.-based escorted tour operator with comparable small-group, faith-friendly, and custom group travel products across 70+ countries, competing directly for the same demographic of U.S. leisure travelers.
• G Adventures: Small-group tour operator with a similar value-oriented, multi-continent portfolio and bundled pricing model, including faith-friendly and community-based tours in regions overlapping with Friendly Planet's destinations.
• Globus Family of Brands (Globus, Cosmos, Monograms): One of the largest escorted tour operators globally, offering small-group tours, river cruises (Avalon Waterways), and independent packages to destinations overlapping extensively with Friendly Planet's portfolio, including Europe, Asia, and the Holy Land.

Broad incumbents

• Avalon Waterways: Operates river cruise ships and sells its own bundled cruise+land packages, including 'Tulip Time' and 'Danube' itineraries that overlap with Friendly Planet's AmaWaterways offerings; as an incumbent cruise line, it competes for the same end customer while also serving as a potential supplier.
• Expedia Group: Dominant online travel agency offering packaged tours, flights, hotels, and cruises, and increasingly bundling guided experiences; it represents a structural competitive threat to Friendly Planet's direct booking model through scale, mobile app reach, and AI-driven personalization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/friendlyplanet
• Facebookfacebook.com/friendlyplanettravel
• Instagraminstagram.com/FriendlyPlanetTravel
• Pinterestpinterest.com/friendlyplanet1
• LinkedInlinkedin.com/company/friendly-planet-travel-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Friendly Planet