TTG Digital ran a feature story and interview with Bruce on how he grew G Adventures into a leader in the Adventure Travel industry and asked him some questions about Looptail.
From the article:
Poon Tip recognised early on that G Adventures customers form a powerful community of brand advocates, and saw the opportunity to harness that community to achieve a greater purpose.
In his new book he calls this “transcending the product”: engaging customers with the company’s values to such an extent that this community can be “mobilised”, enabling the business to go beyond the purpose of a traditional travel company.
The concept of “paying it forward” – tackling poverty and inequality in the places G Adventures visits – has also strengthened brand engagement from both customers and staff.
Not-for-profit foundation Planeterra, set up in 2003 by Poon Tip, has now raised more than £809,000 for health, education, environmental and other projects around the world, funded entirely by G Adventures’ customers, and even non-customers.
