An adventure travel start-up backed by former Travelmood executives aims to open its first shop by the end of the year.
The True Traveller has been set up to sell activity and adventure holidays initially online.
The business has been established by Tim Riley, former operations director for TUI owned Travelmood and Austravel and ex-Travelmood and Trailfinders colleague Chris O’Hara.
The True Traveller www.truetraveller.com has established offices in London offering safaris, cruises, walking holidays, overland journeys, family adventures, singles holidays and small group travel.
But Riley and O’Hara have already mapped out expansion plans, with a move into tailor made travel and flight sales and plans for the opening of the True Traveller’s first retail outlet in the capital before the end of 2011.
Riley said: “Chris and I believe there is still room in the market for an independent operator.
“By bringing together over 2,000 tours from some of the biggest adventure holiday operators in the market on one website, we are giving the customer an unparalleled choice.”