True Travel

What True Travel does

True Travel (legal entity True Travel Nový Zéland s.r.o., trade name CK True Travel) is a privately held Czech travel agency founded in 2001 and headquartered at Radlická 142, Prague 5 - Radlice. The company designs and sells small-group, guided experiential tours to four nature-focused destinations: New Zealand (primary), Switzerland, Northern Wales, and the Azores, alongside bespoke individual travel planning, car rental coordination, and ancillary services. Its commercial proposition centers on a "slow and sustainable" philosophy, personal guide approach, and authentic cultural immersion aimed at Czech "fajnšmekři" (connoisseur) travelers seeking non-mass-tourism experiences.

The operating model is direct-to-consumer and sales-led: packaged tours (EXPEDICE AOTEAROA wine tour, Swiss Mountains with Yoga, Wales discovery, Azores) are marketed with fixed departure dates via the truetravel.cz Czech-language website and supplemented by individual itinerary work priced per inquiry, with no publicly listed pricing. Distribution is single-country (Czech Republic) through the company's own website. Go-to-market is content-driven, leveraging original articles ("Z pera True Travel"), Czech magazine placements (Reflex, Lidé a Země, Země Světa, Travel Focus, Koktejl, Outdoor, Turistika a hory, Vesmír), photo exhibitions, and Czech radio appearances anchored by founder/figurehead Vlaďka Kennett (honorary consul of the Czech Republic in New Zealand).

True Travel is a micro-operator with 1-10 employees and no disclosed revenue, funding, or institutional ownership; there are no technology, app, or API products. Recent operational history includes a 2019 headquarters relocation, a COVID-era suspension of tours, and a 2023-24 season relaunch. No M&A, leadership changes, or external investment activity is disclosed in the available data.

Name

True Travel

Legal name

True Travel Nový Zéland s.r.o.

Website

https://truetravel.cz

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

True Travel (CK True Travel Nový Zéland s.r.o.) is a privately held Czech travel agency that arranges small-group guided tours and bespoke itineraries to New Zealand, Switzerland, Northern Wales, and the Azores for Czech-speaking connoisseur travelers.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Multi-Day Tour Operators (THAKADAE)

akta.pro secondary industries

Group & Small-Group Custom Itinerary Planning (THAKAOAF), Culture, Heritage & Arts Itinerary Planning (THAKAOAK), Culinary & Wine Travel Agencies (THAKAFAH)

Keywords

• Guided group tours
• Travel agency services
• Individual travel planning
• Small group tourism
• Experiential nature tours

Headquarters

HQ city

Radlice

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Packaged Tours: Pre-arranged group tours to destinations including New Zealand, Switzerland, Wales, and Azores. Tours feature small groups, personal guides, and authentic experiences.
2. Custom Travel Planning: Bespoke individual travel arrangements tailored to customer preferences, including itinerary creation, accommodation booking, car rentals, and activity coordination.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

True Travel is a Czech travel agency that arranges guided small-group tours and bespoke individual travel itineraries to four nature-focused destinations: New Zealand, Switzerland, Northern Wales, and the Azores. Offerings include themed multi-day expeditions (wine tours, yoga-based tours, cultural/historical tours), custom individual trip planning, accommodation booking, and car rental coordination for travelers seeking authentic, non-mass-tourism experiences.

Product overview

True Travel is a Czech travel agency (CK True Travel Nový Zéland s.r.o.) specializing in guided discovery tours to New Zealand, Switzerland, Wales, and the Azores. The company operates a portfolio of guided tour products including EXPEDICE AOTEAROA (New Zealand wine-focused tour), Swiss Mountains with Yoga, Wales exploration, and Azores discovery. Beyond packaged tours, the company offers individualized travel planning services, car rental coordination, and maintains extensive travel content resources including photo galleries and authored articles. The business model centers on small-group, slow, and sustainable travel experiences with personal guide approach.

Differentiator

Problem solved

Functional benefit

Products and services

• EXPEDICE AOTEAROA

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• KE Adventure Travel: Small-group adventure/cultural tour operator focused on experiential travel to destinations including New Zealand. Similar business model combining packaged group departures with bespoke arrangements.
• TravelLocal: Bespoke travel platform connecting travelers with vetted local experts worldwide. Comparable business model of curating destination specialists who design custom itineraries, with similar focus on authentic, non-mass-tourism experiences.
• Audley Travel: UK-based bespoke experiential travel specialist creating custom itineraries to long-haul destinations (NZ, Australia, Asia, Africa). Most comparable to True Travel in bespoke high-touch service model and destination specialization, though significantly larger and serving UK/international markets.
• Wild Frontiers Travel: UK adventure/cultural tour operator specializing in off-the-beaten-path destinations with small-group guided trips. Comparable niche-spirit and experiential positioning, though serving primarily UK customers rather than Czech.

Broad incumbents

• Intrepid Travel: Largest small-group experiential tour operator globally, with deep NZ/Switzerland offerings and a publicly stated commitment to sustainable tourism. Comparable values around responsible travel but vastly larger scale and broader market reach.
• Exodus Adventure Travels: Established UK small-group adventure tour operator with broad global portfolio including NZ trips. Larger scale and broader destination mix, but overlapping customer profile of experiential travelers seeking authentic destinations.
• Backroads: US-based active experiential travel company offering small-group guided trips with strong culinary and active-lifestyle positioning (similar to True Travel's yoga/Swiss offering). Comparable premium small-group experiential model at significantly larger scale.
• Scott Dunn: Luxury experiential tour operator offering bespoke worldwide itineraries with personal concierge service. Comparable premium positioning and custom-itinerary focus, though serving higher-end UK/international clientele at much larger scale.

Regional players

• Adventura (Czech travel agency): One of the largest Czech adventure/experiential travel agencies, serving Czech-speaking travelers with small-group worldwide tours. Most direct regional peer serving the same Czech customer base with adjacent experiential positioning.
• Livingstone (CK Livingstone): Czech travel agency offering adventure and experiential tours worldwide including Oceania destinations. Competes for the same Czech outbound experiential traveler segment with broader destination portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 True Travel