It is unusual for a company to lead by committing to doing the same things they have always done but that is exactly what Vaya Adventures, a boutique operator of extraordinarily crafted tailor-made tours, is doing after more than 20 years in the adventure travel industry. How is this possible? When more of the same means an unrivalled commitment to quality, integrity, meticulous attention to detail, and profound respect for place and community. While the concept of responsible travel has generated significant buzz in past years, it is nothing new for Vaya Adventures. In fact, it is their raison d’être.
“For the past 20 years we have been steadfastly focused on one thing: quality,” says Founder and President of Vaya Adventures and President of the International Galapagos Tour Operators Association Jim Lutz. “Quality of the experiences we facilitate and the services we provide, quality in the relationships we have built with our partners and superb private guides, and quality in the impact that we have on the places we go. These are the principles that this company was founded on and that we are still completely committed to.”
Over the last two decades, Vaya have quietly honed their talent for creating high-end, custom journeys to fit an individual’s interests, tastes, timing, budget, and sense of adventure and based on the deepest respect and commitment to responsible and equitable travel. Starting in South America, which founder Jim Lutz explored in his youth, Vaya has since expanded into Africa, Asia, Europe, and the Polar Regions. In all regions, their focus is on offering the same superb quality and level of service they have been known for since they opened their doors. In 2025, the focus is on building their offering in Norway, Bhutan, Türkiye, Jordan, and more – including an intimate river cruising collection.
In celebration of this past and to set the tone going forward, Vaya Adventures has unveiled a refreshed brand and website that puts the focus back on ‘adventure’ while looking toward the next 20 years of travel, in the same principled and integrous fashion. Award-winning former Marketing Director at Exodus Travels/Travelopia and Kensington Tours/Travel Edge, Robin Brooks was brought on to head up marketing and to lead the rebranding process in collaboration with renowned branding and storytelling agency Viva & Co., the creative agency for fellow respected tourism industry leaders like Butterfield & Robinson and Grey & Co.
“We were thrilled to work with Vaya Adventures to help carry out a brand refresh and a revitalized website that reflects the many exciting initiatives happening at the company,” says Frank Viva, cover artist for the New Yorker, Designer, and Managing Director of Viva & Co. “As a branding agency that focuses on storytelling, we do our best work when the story – about what an organization does, who they are, and how they do it – is genuine and simple to understand. When it comes to Vaya, that is certainly the case. It was an exciting challenge to tell the story of Vaya’s 20-year legacy of creating extraordinary tailor-made adventures and their uncompromising commitment to sustainable travel.”
So, what is next for Vaya Adventures? More of the same, in the best possible way. For more information about Vaya Adventures, Bannikin’s newest client, and to check out their refreshed brand and website, please visit VayaAdventures.com. To learn more about working with Vaya, please email Annie Bird at [email protected].
