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Discovery Channel Gets Into The Travel Business

by Kraig Becker (RSS feed) on May 12th 2009 at 8:30AM

The Discovery Channel has announced that it is getting into the travel industry by launching "Discovery Adventures" later this year. The intent is to offer adventure travelers the chance to visit the places that often are depicted on the channel's many outdoor related television shows.

Discovery has joined forces with established adventure travel operator G.A.P. Adventures and will soon be offering 30 trips to destinations around the globe. The website for Discovery Adventures is expected to go online in July, allowing travelers to begin booking trips at that time.

This new move from Discovery is in keeping with a strategy they announced some time back to extend their brand away from just television and into markets that make sense for their demographic. For example they intend to launch a line of outdoor gear under the Discovery Expedition label as well.

Personally, I'm big fan of the Discovery Channel. What adventure traveler isn't? Hopefully they aren't just slapping their logo on to existing tours from G.A.P. and calling it a "Discovery Adventure", while charging customers an extra fee. I fully expect that these trips will come at a bit of a premium, but hopefully the Discovery brand will add something as well. For example, who wouldn't want to explore the backcountry with Bear Grylls? The meals would be interesting at the very least!

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