Reef & Rainforest Dive & Adventure Travel

What Reef & Rainforest Dive & Adventure Travel does

Reef & Rainforest Dive & Adventure Travel is a privately held, accredited US travel agency founded in 1995 and owned by Jenny Collister. The company specializes exclusively in designing personalized itineraries for scuba divers and adventure travelers to remote destinations across more than 30 countries, including Indonesia, Fiji, the Caribbean, Africa, and the South Pacific. Its core offering is custom trip planning that bundles accommodations, diving arrangements, air tickets, land excursions, and transfers, delivered through inquiry-based phone and website consultations and supported by participation in major dive industry trade shows such as Scuba Show Long Beach, Beneath the Sea, Our World Underwater, and Boston Sea Rovers.

The company operates with approximately 5 employees across offices in Denver, Colorado and Portland, Oregon, and runs on a low-tech stack centered on a content website, email newsletter, and organic social media presence. There are no proprietary technology products, APIs, or mobile applications; the platform is essentially an informational and lead-generation layer feeding manual, high-touch sales interactions. The business model is commission-based: Reef & Rainforest earns revenue from partner dive resorts, liveaboards, airlines, and tour operators by booking customers into inventory it curates, including bundled offerings such as an 11-night Tofo Beach Mozambique and Kruger National Park trip priced at $4,950 per person based on double occupancy.

Customer segments are horizontally oriented around use case rather than industry vertical: primary segments are scuba divers seeking exotic destinations and safari/wildlife enthusiasts seeking combined dive-and-safari experiences, with a secondary segment of general adventure travelers. GTM is predominantly sales-led via phone and website inquiry forms, supplemented by event-driven acquisition at dive expos and content marketing through blog posts and newsletters. The company has no external investors, parent entity, or public financial reporting, and its primary defensibility rests on 28+ years of operating history, an industry-recognized brand (Scuba Diving Magazine Readers' Choice Award, 2024), and an established network of supplier relationships.

Name

Reef & Rainforest Dive & Adventure Travel

Legal name

Reef & Rainforest

Website

https://reefrainforest.com

Company type

Private

Founded year

1995

Operating status

Operating

Short description

Reef & Rainforest is a privately held, accredited US travel agency founded in 1995 that designs personalized dive and adventure travel itineraries to 30+ countries, earning commissions from partner resorts, liveaboards, airlines, and tour operators.

Ownership category

akta.pro rank

Product category

Dive and Adventure Travel Services

NAICS

Tour Operators (561520), Travel Agencies (56151)

akta.pro primary industry

Diving Experiences (Scuba Dives, Dive Trips, PADI/SSI Courses) (THAJAJAD)

akta.pro secondary industries

Safari & Wildlife Travel Agencies (THAKAFAG), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB)

Keywords

• Scuba diving vacations
• Adventure travel agency
• Liveaboard dive trips
• Exotic destination travel
• Personalized travel itineraries

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Travel Agency Commissions: As a fully accredited US travel agency, Reef & Rainforest generates revenue by earning commissions from partner resorts, liveaboards, airlines, and tour operators. They provide personalized trip planning services including accommodation booking, diving arrangements, air tickets, land excursions, and transfers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Reef & Rainforest is a fully accredited US travel agency that designs and books personalized dive and adventure travel itineraries to exotic destinations worldwide. Services cover accommodation, diving arrangements, air tickets, land excursions, and airport transfers, delivered through one-on-one trip planning with a specialist agent. The agency also offers pre-designed combined packages (such as dive-and-safari itineraries) and curates specials with partner dive resorts, liveaboards, and airlines.

Product overview

Reef & Rainforest is a dive and adventure travel agency that specializes in designing personalized itineraries to exotic destinations worldwide since 1995. As a fully accredited US travel agency, they offer a unified service combining accommodation booking, diving arrangements, air tickets, land excursions, and transfers. The company features pre-designed 'Featured Trips' packages (such as dive and safari combinations), direct booking for partner dive resorts and liveaboards across destinations like Indonesia, Fiji, Philippines, and Africa, plus promotional 'Specials' on various travel offerings. All services are delivered through a personalized travel planning approach tailored to individual client interests.

Differentiator

Problem solved

Functional benefit

Products and services

• Featured Trips Pre-designed travel packages combining multiple experiences, such as diving and safari adventures, exemplified by the Tofo Beach Mozambique combined with Kruger National Park itinerary.
• Personalized Dive & Adventure Travel Planning Custom itinerary design and booking service for individual scuba divers and adventure travelers, covering accommodation, diving arrangements, air tickets, land excursions, and transfers to destinations worldwide. Delivered one-on-one via phone, email, or website inquiry by a specialist travel agent.
• Destination Services Travel services and bookings to specific diving and adventure destinations worldwide, including Indonesia, Fiji, Bonaire, Tahiti, Vanuatu, Thailand, Tanzania, South Africa, Solomon Islands, the Philippines, and others, leveraging a partner network of dive resorts and liveaboards.

Quantifiable outcome

• Scuba Diving Magazine Readers' Choice Award

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Fiji AircoreChannel Partner/ Reseller/ DistributorFiji Air is the primary airline partner providing flights from Los Angeles and San Francisco to Nadi, Fiji. The company promotes Fiji Air fare sales to customers booking Fiji dive trips.
• Mermaid I & Mermaid II LiveaboardscoreChannel Partner/ Reseller/ DistributorMermaid I and Mermaid II are featured liveaboard vessels operating in Indonesia's Ring of Fire itineraries, including trips to the Forgotten Islands, Gili Manuk, and Banda Islands. Reef & Rainforest promotes special offers on these vessels.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Island Dreams Bookings: Long-established U.S.-based specialty scuba diving travel agency arranging dive trips and liveaboard bookings worldwide; directly comparable niche, customer base (experienced U.S. divers), and commission-based business model.
• Adventure Life: Small-group adventure travel operator that sells dive, safari, and cultural itineraries across Latin America, Africa, and the Indo-Pacific; directly comparable mix of personalized trip planning, exotic destinations, and similar ASP-per-trip customer.
• Aggressor Adventures: Liveaboard dive operator and travel services company running scuba diving cruises worldwide; comparable destination portfolio (Fiji, Indonesia, Caribbean) and overlapping customer base of experienced divers booking premium dive vacations.
• Worldwide Dive and Sail: Boutique liveaboard booking specialist arranging scuba diving trips on premium vessels; directly comparable in focusing exclusively on scuba dive vacations and pricing on commission-based booking of partner liveaboards.
• Caradonna Dive Adventures: U.S. dive travel agency specializing in dive vacations to the Caribbean, Indo-Pacific and beyond; directly comparable niche, customer segment and commission revenue model.

Broad incumbents

• Wilderness Travel: Long-established specialty adventure travel company offering curated small-group expeditions worldwide; broader portfolio than Reef & Rainforest but analogous operating model (personalized itineraries, remote-destination focus, high-touch sales).
• Zegrahm Expeditions: Small-ship expedition and adventure travel company focused on remote and off-the-beaten-path destinations; overlaps with Reef & Rainforest on exotic destinations and experiential, high-spend travel customers.
• Backroads: Large, established active-adventure travel company; comparable in selling personalized multi-destination adventure vacations to affluent U.S. travelers, though broader in activity mix (cycling, hiking) than Reef & Rainforest's dive-safari focus.
• Overseas Adventure Travel (OAT): Mature small-group adventure travel brand selling international experiential trips to U.S. boomer travelers; comparable in targeting the same high-spend, experience-seeking demographic with curated international itineraries.

Regional players

• Aurora Expeditions: Australia-based expedition cruise and adventure travel operator; comparable remote-destination expedition product and customer profile, but operates primarily out of Australia/ANZ rather than the U.S.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ReefRainforest
• Facebookfacebook.com/ReefRainforest
• Instagraminstagram.com/reef_rainforest

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Reef & Rainforest Dive & Adventure Travel