Active Travel Group rebrands as Wilderness Group

Active Travel Group has rebranded as Wilderness Group to reflect its rapid growth and expansion into luxury experiential travel.

The move brings all of the group’s tour operator portfolio - Wilderness, Cycling for Softies and Ski Solutions - under the Wilderness Group.

Wilderness and Cycling for Softies and both sold via travel agents. Within Wilderness there are several sub brands: Wilderness Scotland, Wilderness England, Wilderness Ireland, Wilderness Private Travel and MV Luxury Travel, acquired in July last year.

The rebrand aims to better present the group’s position in the market and create a streamlined structure to support further growth.

The group has enjoyed revenue growth of 21% in the last year and now has passenger carryings of more than 28,000 a year. It is continuing to report demand for active and luxury experiential travel.

Wilderness Group chief executive Craig Burton said: “This is a natural evolution for our business. The Wilderness brand has seen incredible growth in recent years, and the addition of MV Luxury Travel further expanded our reach into luxury experiential travel.

“Bringing everything together under the Wilderness Group gives us a clearer market identity and a stronger platform for future expansion across our core North American and UK source markets.”

The group operates year-round, both inbound to the UK & Ireland through its small group adventure and luxury tailormade programme, and outbound to Europe with self-guided cycling trips and premium winter sports breaks.