the adventure travel

What the adventure travel does

The Adventure Travel (DBA "Adventure Travel powered by ADTRAV" and "ADTRAV Vacations") is a privately held, full-service retail travel agency headquartered in Birmingham, Alabama. Founded in 1979, the agency employs 15 specialized travel advisors with more than 100 combined years of experience and markets expertise across all seven continents. Its service portfolio spans ocean and river cruises, land-based tours, specialty/adventure and safari travel, custom vacations, destination weddings, group travel, and travel registries for life events, plus Uplift 'Travel Now, Pay Later' financing. The agency operates as a member of the Signature Travel Network and the ADTRAV brand network, which provides preferred-partner access to cruise lines, hotels, and tour operators including Princess, Holland America, Regent Seven Seas, Silversea, Crystal, Viking, Hilton, AmaWaterways, The Safari Collection, and Volvo (Overseas Delivery program).

Underlying technology is limited and non-proprietary: the agency uses Zoho Bookings for its reservation workflow, integrates with Project Expedition for experiences and excursions, and surfaces inventory through the Signature Travel Network consumer portal. There is no disclosed proprietary platform, mobile application, or AI/ML capability; the agency's core deliverable is human advisor-led consultation delivered by phone, email, website forms, and SMS.

Revenue is generated primarily through supplier commissions on cruise, hotel, resort, tour, and airline bookings, supplemented by service fees for itinerary planning and consultation. Pricing is quote-based and varies by booking, with no publicly disclosed rate cards. The primary customer segment is individual travelers and families (including honeymoons, multigenerational trips, and adventure travel), with a secondary corporate/incentive-travel segment. Marketing is driven by blog content, organic social (Instagram, Facebook, LinkedIn), email, and selective industry-event participation (e.g., International Luxury Travel Market).

Name

the adventure travel

Legal name

Adventure Travel

Website

https://adventuretravel.com

Company type

Private

Founded year

1979

Operating status

Operating

Short description

Adventure Travel is a privately held, full-service retail travel agency founded in 1979 and based in Birmingham, Alabama, employing 15 advisors who book cruises, tours, custom vacations, and group trips for individual, family, and corporate clients via supplier commissions.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

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

akta.pro primary industry

Luxury Travel Agencies (THAKAFAA)

akta.pro secondary industries

Adventure & Expedition Custom Itinerary Planning (THAKAOAC), Adventure & Expedition Travel Agencies (THAKAFAB), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL)

Keywords

• Luxury travel planning
• Ocean cruise booking
• River cruise booking
• Custom vacation planning
• Destination wedding planning

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Travel Agency Commissions: Adventure Travel generates revenue through commissions from travel suppliers including cruise lines, hotels, resorts, tour operators, and airlines. The company also earns service fees for travel planning, booking coordination, and consultation services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Adventure Travel is a full-service travel agency that plans and books cruises, land tours, custom vacations, group trips, and destination weddings for individual and corporate clients. The company leverages 15 specialized travel advisors with 100+ combined years of experience to provide personalized itinerary design, supplier coordination, and exclusive access to upgrades and amenities across all seven continents.

Product overview

Adventure Travel is a travel agency offering a comprehensive portfolio of travel booking and planning services. The company provides ocean and river cruise bookings, land-based tours (including adventure, safari, and specialty travel), custom vacation planning, group travel coordination, and destination wedding services. Additional offerings include a travel registry service for honeymoons and special occasions, plus financing options through Uplift. The core offering centers on personalized travel advisory services with 15 travel advisors providing expertise across all seven continents, leveraging partnerships with major cruise lines, hotels, and tour operators.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• VolvoflagshipStrategic or Co-development PartnerADTRAV serves as Volvo's Overseas Delivery program travel partner, having designed thousands of journeys that balance comfort and discovery across Scandinavia and the Nordic region.
• Princess CruisescoreChannel Partner/ Reseller/ DistributorPreferred cruise partner for Alaska itineraries mentioned as part of Adventure Travel's network for family Alaska vacations.
• Holland America LinecoreChannel Partner/ Reseller/ DistributorPreferred cruise partner for Alaska and other destinations, offering expanded kids' programs for families.
• Regent Seven Seas CruisescoreChannel Partner/ Reseller/ DistributorLuxury cruise partner offering all-inclusive voyages included in Adventure Travel's Alaska family vacation offerings.
• Silversea CruisescoreChannel Partner/ Reseller/ DistributorLuxury cruise partner for Alaska and expedition-style travel experiences offered through Adventure Travel.
• Crystal River CruisescoreChannel Partner/ Reseller/ DistributorAdventure Travel features Crystal River Cruises as a preferred partner for European river cruising with all-suite ships, butler service, and all-inclusive fares.
• VikingcoreChannel Partner/ Reseller/ DistributorFeatured cruise partner for ocean and river cruises across six continents with culturally enriching, destination-focused itineraries.
• Hilton Hotels & ResortsminorChannel Partner/ Reseller/ DistributorFeatured hotel partner with promotions offering up to 20% savings on 3-7 night stays.
• AmaWaterwaysminorChannel Partner/ Reseller/ DistributorFeatured river cruise partner with 5% off river cruise promotions.
• The Safari CollectioncoreChannel Partner/ Reseller/ DistributorLuxury safari partner owning Giraffe Manor, Solio Lodge, and Sasaab Lodge in Kenya. Provides exclusive accommodations and authentic cultural safari experiences.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Travel Leaders Network: Large US-based travel agency network and consortium with full-service advisors booking luxury and leisure travel. Highly comparable as a domestic full-service agency selling cruises, tours, and custom vacations, with a similar advisor-led model and consortium-backed exclusive supplier access.
• Brownell Travel: Long-standing US luxury travel agency and fellow Signature Travel Network member specializing in bespoke itineraries, cruises, and experiential luxury. Highly comparable as a same-consortium peer focused on luxury leisure with personalized advisor service.
• Abercrombie & Kent: Global luxury and adventure travel company offering private custom journeys, small-group escorted tours, and expedition cruises. Comparable in the luxury adventure and experiential travel segment with curated itineraries and destination expertise.
• Direct Travel: US-based corporate and leisure travel management company with personalized advisor services and luxury leisure offerings. Comparable as a full-service travel agency combining corporate travel with high-touch leisure planning and supplier partnerships.
• Frosch Travel: US luxury and corporate travel agency with leisure and corporate divisions, offering personalized trip planning and concierge services. Comparable as a US-based full-service agency targeting affluent leisure and corporate clients with a similar advisor-led model.
• Protravel International: US luxury travel agency specializing in corporate and high-end leisure travel, part of Travel Leaders Group. Comparable as a luxury-focused agency with strong cruise, tour, and custom itinerary offerings and consolidated supplier relationships.
• Brentwood Travel: Mid-sized US travel agency and Signature Travel Network member offering cruises, tours, and luxury leisure planning. Comparable as a same-consortium competitor in the US Midwest/South serving similar affluent leisure customers.
• TCS World Travel: Bespoke luxury expedition travel company offering all-inclusive private jet and custom itineraries worldwide. Comparable in the high-end experiential/adventure travel category with a focus on complex multi-destination luxury trips.
• Black Tomato: UK-headquartered luxury experiential travel company focused on bespoke itineraries and adventure-led luxury trips. Comparable in the experiential adventure/luxury intersection with curated multi-destination itineraries and a strong content/branding-led customer acquisition approach.

Broad incumbents

• Expedia Group: Global online travel platform operating Expedia, Hotels.com, and Vrbo with massive scale across flights, hotels, cruises, and packages. Relevant as the broad incumbent shaping consumer booking behavior in adjacent categories that compete with agency-led leisure planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AdventureTravelAlabama
• LinkedInlinkedin.com/company/at-adventure-travel
• Instagraminstagram.com/adventuretravelagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 the adventure travel