Peak to re-energise ‚Äústale” Gecko‚Äôs

Peak to re-energise ‚Äústale” Gecko‚Äôs
By admin


The chief executive of Peak Adventure Travel Group has spoken of the need to re-energise its Gecko’s operation after admitting the brand had become “stale”.

Darrell Wade also revealed that its US-based Country Walkers brand, introduced into Australia earlier this year, had failed to make its mark.

But Peregrine enjoyed a successful year, partly off the back of upmarket spin-off Peregrine Reserve, while UK brand Exodus, also relatively new to the local market, has been “fantastically successful” as a stand alone operation, Wade said.

Exodus turnover has doubled over the past 12 months with “very substantial growth” expected again this year, Wade said.

Speaking to Travel Today, Wade revealed that he and Gecko’s management “collectively” thought the brand needed a push. A relaunch is planned for January, as revealed by Travel Today on October 3.

“Sometimes a brand starts to lose its energy and starts to become all things to all people. As a consequence it doesn’t become anything to anyone and I feel we just need to give it a bit more focus and tighten it up,” Wade explained. “We collectively thought Gecko’s had got a little stale.”

One of the key strategies will be to broaden the age range – as Peregrine and Gecko’s managing director Glenyce Johnson earlier revealed – with a particular aim to entice a younger demographic.

Most bookings come from the 25-35 age bracket but with a heavy skew to the upper level of that range.

“What Gecko’s don’t get much of is the 18 to 27 market,” Wade said. “It’s not going to be an 18 to 35 product but we do want to get more at the lower end of that age bracket. There will be more of a youth focus.”

Its marketing will change to reflect that strategy as it seeks to reinvigorate the business.

“Gecko’s has struggled a bit. It’s not dramatic but it’s not getting the growth that it should be getting. It’s on the wrong side of the ledger,” Wade said.

Peregrine, meanwhile, had “done well, helped by the launch of Reserve”.

“That has lifted the whole brand,” he said.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • Famil

TravHost launches expert hosting service to transform industry famils

TravHost offers a pioneering service bridging the gap between media professionals, travel agents and tourism organisations, addressing the demand for exceptional famil hosts. Founded by seasoned travel media professionals Fiona Harper and Carolyne Jasinski, TravHost is poised to revolutionise the way tourism organisations and travel companies approach famils. With decades of experience in tourism and […]

  • Tour Operators
  • Travel Agents

Book big and bag a spot of the TTC Tour Brand’s Top Achievers’ Famil

TTC Tour Brands’ Top Achievers Famil incentive is back, rewarding top-selling agents with the chance to embark on an unforgettable trip to a destination that remains a secret – for now. Agents who have sold any Luxury Gold, Insight Vacations, Trafalgar, Costsaver and Contiki, from 1 December 2024 to 14 March 2025, go into the […]

  • Business Travel
  • Conferences

New Zealand International Convention Centre to open in February 2026

The New Zealand International Convention Centre (NZICC) has announced it is opening its doors to New Zealand and world conferences and events in February 2026. The long-awaited NZICC is set to transform New Zealand’s conference and events industry, boosting visitation and the wider economy with its world-class facilities. Located in the heart of Auckland’s CBD, […]

  • Cruise
  • Events

AmaWaterways invites AU/NZ travel trade to An Evening with AmaWaterways events

AmaWaterways has announced the dates of its upcoming An Evening with AmaWaterways events for travel advisors, just over a year after it entered the Australian and New Zealand markets. Dedicated to travel advisors, the events will be held in six cities and will be hosted by AmaWaterways’ regional sales managers, plus feature a presentation from […]

  • Destinations
  • Tourism

Mooloolaba cruise season boosts Sunshine Coast tourism and trade

Mooloolaba is set to welcome a series of cruise ships through February and March 2025, significantly boosting local businesses and tourism to the Sunshine Coast. Their arrival is expected to create a vibrant atmosphere and provide a substantial economic uplift to the region. Viking Sky kicks off the season on Sunday 8 February, with 930 […]

  • Food & Beverage

Little Pete Brewing opens first of its kind open-air bar

Little Pete Brewing has opened a new open-air bar at 543 Step Rd, Langhorne Creek, a must-visit South Australia destination for a drink with a view. The first-of-its-kind open-air bar sits on 8ha, surrounded by vineyards and paddocks, with the Bremer River flowing nearby and framed by majestic ancient river red gums. “We always felt […]

  • Events

CENTREPIECE is set to make a splash at AIME 2025

CENTREPIECE is set to make a splash at AIME 2025 with a one-of-a-kind activation that showcases their world-class event capabilities to inspire event planners and decision-makers. CENTREPIECE is located in the heart of Melbourne & Olympic Parks, Victoria’s epicentre for live sports and entertainment and home to world-renowned venues including Rod Laver Arena, AAMI Park, […]

  • Destinations
  • Tourism

NYC Tourism + Conventions announces two exciting new events

NYC Tourism + Conventions has announced ‘NYC Off-Broadway Week 2025’ and ‘Value Family Activities’ events lined up for this year. NYC Off-Broadway Week 2025 2-for-1 ticket sales for this event have begun with this season’s program featuring 29 Off-Broadway performances, including 18 new participants. The twice-yearly program runs from 17 February through 9 March with […]

  • Events
  • Tourism

Jeju wins bid to host 2028 Asia-Pacific Microscopy Conference

The Korea Tourism Organization (KTO) has successfully secured the 14th Asia-Pacific Microscopy Conference (APMC14) for Jeju in November 2028. This was achieved in partnership with the Korean Society of Microscopy, Jeju Special Self-Governing Province, Jeju Convention Bureau, and Jeju International Convention Center. Korea was selected as the final host after strong competition at the 13th […]

  • Cruise
  • Food & Beverage

Oceania Cruises sets new standard for onboard dining: one chef for every 10 guests

Oceania Cruises, renowned for The Finest Cuisine at Sea, has set a new standard for onboard dining with an exquisite new menu evolution in The Grand Dining Room. Launching on its newest 1,200-guest ship, Allura, in July 2025, the reimagined menus introduce over 270 brand-new recipes, from curated Signature Eggs Benedict breakfast selection to a chic French […]