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Topdeck

Topdeck Travel is a British tour operator specializing in small-group guided adventure tours for young adults aged 18 to 32, offering immersive travel experiences across multiple continents.^[1] Founded in 1973 by Skroo Turner and friends, the company originated with overland bus trips from London to Morocco and has since grown into a global provider of curated itineraries emphasizing cultural connections, local cuisine, and outdoor activities.^[2] Its tours cover destinations in Europe (from Iceland to Greece), North America (including the USA, Canada, and Mexico), New Zealand, Asia (such as Japan, Vietnam, and the Philippines), the Middle East, and Africa (with a focus on North Africa like Egypt, Jordan, and Morocco).^[1]^[3] The company's evolution reflects a shift from large-scale coach tours in its early decades to contemporary small-group formats, limited to a maximum of 18 participants per trip, allowing for greater flexibility, spontaneity, and personalized exploration.^[2] Topdeck's offerings include multi-country epics like the 36-day Big European tour spanning nine countries, as well as shorter themed adventures such as snorkeling in the Philippines or sailing the Nile in Egypt, with inclusions like transport, select meals, and guided activities led by expert Trip Leaders.^[1]^[3] Legally operating as TOP DECK TOURS LIMITED since its incorporation on 19 September 2003, Topdeck maintains its headquarters at 109 Power Road, London, W4 5PY, and focuses on meaningful travel for like-minded explorers.^[4]

History

Founding and Early Development

Topdeck was founded in 1973 by Australian veterinarian Graham "Skroo" Turner and his friends Geoff "Spy" Lomas and Bill James while they were on a working holiday in London.^[5] The idea emerged during a trip to Oktoberfest that year, leading them to purchase a converted World War II-era double-decker bus from a London airfield for overland adventures across Europe.^[6] This grassroots initiative targeted budget-conscious young travelers, particularly Australians seeking affordable, adventurous escapes from the routine.^[7] The company's initial operations centered on backpacker-style group tours, with the inaugural journey departing from London's Trafalgar Square on November 19, 1973—a six-week route through Spain, Portugal, and Morocco carrying 14 passengers at £110 each.^[6] These trips emphasized communal experiences on the road, using the double-decker buses equipped for camping and basic amenities. Early offerings quickly expanded to include iconic routes like the Hippie Trail overland adventures, with one notable example being a Sydney-to-London expedition spanning 20 weeks across 21 countries, catering to young Australians eager for epic, low-cost exploration.^[8] By 1975, Topdeck had achieved a significant early financial milestone, generating £15,000 in profit through popular European itineraries such as Oktoberfest festivals and ski tours, alongside the launch of its first major overland trip from London to Kathmandu covering 9,500 kilometers with 16 passengers.^[6] This success reflected the appeal of the company's unpolished, youth-oriented model amid the era's countercultural travel boom. In the late 1970s, Topdeck evolved from its raw, bus-based overland escapades—often marked by improvisation and resilience—to more structured group tours, incorporating professional drivers and refined logistics while maintaining the adventurous spirit that defined its origins.^[5] This shift laid the groundwork for broader operational stability, though the core focus remained on delivering transformative experiences for 18- to 30-something travelers.^[6]

Expansion and Key Milestones

In the 1980s, Topdeck established regular European tours, building on its early overland model to offer structured itineraries across the continent, while professionalizing operations and emerging as one of four key tour operators in the region. This period marked a shift toward more reliable scheduling and marketing, with brochures highlighting new decade adventures in Europe. By the late 1980s, the company had phased out informal elements like novelty stickers, focusing instead on scalable group travel experiences. Topdeck broadened its portfolio in the following decades by introducing themed trips, including sailing voyages in destinations like Croatia, skiing holidays in the Alps, and festival-focused tours such as those to Oktoberfest and Pamplona. These specialized offerings catered to adventurous travelers seeking immersive activities beyond standard sightseeing. To enhance accessibility, Topdeck distributed sales through budget-oriented outlets like Student Travel, which helped attract a wider youth audience in the 1970s and beyond. The company's geographic reach extended significantly, with overland expeditions to Asia and the Middle East continuing from the landmark 1975 London-to-Kathmandu route—spanning 9,500 kilometers through Turkey, Iran, Afghanistan, and Pakistan—into the 1990s. Early expansions also included operations in North America during the 1980s, enabling U.S.-based tours alongside European routes. A key milestone came in 2010 when Connections Adventures rebranded as Topdeck Australia, forging operational ties for expanded distribution in the Asia-Pacific market. By 2013, Topdeck celebrated over 40 years of operation with a gala event in London, honoring its evolution into a provider of adventurous itineraries tailored to the 18-39 age group, having delivered life-changing trips to thousands worldwide.^[6]^[9]

Acquisition and Recent Rebranding

In 2014, Flight Centre Travel Group (FCTG) acquired a 90% stake in Topdeck Travel for £21.84 million, with the remaining 10% retained by the company's management team.^[10] This acquisition integrated Topdeck into FCTG's portfolio of touring and leisure brands, allowing it to leverage the group's global resources while maintaining operational independence in its youth-focused tour offerings.^[11] Following the deal, Topdeck experienced relative stability under FCTG ownership, benefiting from the parent's distribution networks and financial support amid the evolving travel industry.^[12] During the COVID-19 pandemic, Topdeck faced operational shutdowns and a 2020 controversy over refund policies for canceled trips, after retrospectively changing terms to deny cash refunds.^[13] The company introduced enhanced hygiene measures and resumed operations following travel restrictions.^[14] By 2025, however, Topdeck faced significant challenges due to the declining popularity of large-group coach tours among younger travelers, a trend affecting multiple operators in the youth touring segment.^[15] In response, FCTG announced a major rebranding of Topdeck in August 2025, marking a strategic pivot to align with shifting consumer preferences for more personalized and immersive experiences.^[16] The overhaul retired Topdeck's iconic 50-seater coaches, which had defined its large-scale model, and shifted exclusively to small-group tours with a maximum of 18 participants to foster deeper connections and flexibility.^[17] This relaunch, effective from September 2025, repositioned the brand to target Gen Z travelers seeking intentional journeys that emphasize sustainability, personal freedom, and authentic local engagement over mass tourism.^[18] The refreshed portfolio prioritizes curated experiences such as city-hopping itineraries across Europe and customizable road trips in North America, designed to deliver value through smaller scales and reduced environmental impact.^[19] These changes reflect FCTG's broader portfolio restructuring to adapt to post-pandemic travel dynamics, where younger demographics favor boutique-style adventures that prioritize quality interactions and eco-conscious practices.^[20] By returning to its roots as an innovative youth travel provider, Topdeck aims to regain relevance in a competitive market increasingly dominated by individualized group travel.^[21]

Operations

Tour Offerings and Destinations

Topdeck offers a variety of group tours designed for young adults, typically ranging from 7 to 28 days in duration, though some extended itineraries reach up to 47 days.^[22] These include multi-country hops that traverse multiple nations in a single trip, road trips emphasizing scenic drives and national park visits, sailing adventures along coastal routes, and themed experiences such as winter skiing trips in the European Alps.^[23]^[24] For instance, the Mega European tour covers 18 countries over 47 days, blending city exploration with cultural immersion.^[25] The company's primary destinations span Europe, North America, South America, Australia, New Zealand, Asia, the Middle East, and Africa. In Europe, tours focus on city-hopping routes, such as the Central & Western Europe: Essential Cities itinerary from Paris to Munich, or sailing adventures like Croatia: Sail & Swim along the Adriatic coast.^[26]^[23] North American offerings center on road trips across the USA, Canada, and Mexico, including explorations of national parks like those in California and the Canadian Rockies.^[27] Asia tours highlight multi-country journeys, exemplified by the Get Social: Big Southeast Asia trip from Thailand to Vietnam, featuring beach relaxation and urban adventures.^[28] In the Middle East and North Africa, circuits like those through Morocco, Egypt, and Jordan emphasize cultural sites and desert experiences.^[29] In September 2025, Topdeck announced a rebrand introducing all-new small-group itineraries with a maximum of 18 participants per tour starting in April 2026, prioritizing flexibility through optional activities, deeper local immersion via interactions with communities and authentic meals, and sustainability practices such as reduced carbon transport options.^[18]^[30] Examples include European rail-based adventures connecting cities like London to Athens with eco-friendly trains, and North American national park road trips incorporating low-impact hiking and conservation-focused stops.^[31]^[27] Topdeck's tours are distributed through Flight Centre Travel Group (FCTG) brands, including Student Travel and StudentUniverse, as well as directly via online platforms and the company's app.^[32]^[33]

Target Audience and Experiences

Topdeck primarily serves young adults aged 18 to 32, with a core focus on Gen Z and millennials who prioritize social, budget-conscious adventures that blend exploration and camaraderie. The company markets its offerings as "epic trips for 18-30 somethings," emphasizing a lively vibe that appeals to those seeking hassle-free group travel without the solitude of solo journeys.^[34]^[35]^[1] Travelers experience guided group dynamics that foster deep connections, led by expert trip leaders—often including dedicated chefs and drivers—who handle logistics and curate authentic local insights. Core inclusions such as meals, transportation, and select activities ensure a seamless itinerary, while optional excursions allow personalization; shared accommodations and organized social events, like group dinners, underscore the emphasis on building lifelong friendships in a supportive, inclusive environment.^[36]^[37]^[38] In September 2025, Topdeck announced a pivot to more intentional travel experiences designed for Gen Z, highlighting personal growth through cultural depth and meaningful interactions in smaller groups capped at 18 participants starting in April 2026, with a focus on deeper connections in place of larger group formats.^[39]^[18] Customer feedback consistently praises the social and adventurous elements, with an average rating of 4.4 out of 5 across 135 reviews on Travelstride, where travelers frequently highlight the fun factor, vibrant group energy, and ease of forming bonds. Employee perspectives on Glassdoor also reflect strong enthusiasm for the adventure-driven culture, rating it 3.9 out of 5 for passion in delivering memorable experiences.^[40]^[41]

Ownership and Corporate Structure

Founding Ownership

Topdeck Travel was established in 1973 as a private venture by Graham "Skroo" Turner, along with friends Geoff "Spy" Lomas and Bill James, with Turner serving as the majority owner.^[5]^[42] The trio launched the company by purchasing a retired double-decker bus in London, converting it into a mobile hostel for budget tours across Europe, beginning with routes through Spain, Portugal, and Morocco.^[43]^[7] In its early years, Topdeck operated with a lean structure comprising a small team of managers and tour leaders, without any external investors; growth was funded entirely through revenues generated from trip bookings and operations.^[6]^[44] This bootstrapped approach allowed the company to expand rapidly, adding more buses and routes by the late 1970s while maintaining full control under its founders. Turner, who later co-founded Flight Centre Travel Group in 1982, retained a significant ownership stake in Topdeck during this period.^[45] Ownership evolved in the mid-1980s when Turner and the other founders sold their stakes to the company's management team, transitioning Topdeck to employee-led control.^[7] Turner later reinvested personally in 2003, holding approximately 4% of the company by 2014.^[46] At that time, key management figures such as CEO James Nathan owned 10%, with the remaining shares distributed among other managers and employees, enabling Topdeck to continue operating independently despite Turner's ongoing affiliations with Flight Centre.^[47]^[11]

Acquisition and Current Affiliation

In 2014, Flight Centre Travel Group (FCTG) acquired a 90% stake in Topdeck Travel for a minimum of £21.84 million, with the potential for an additional £4.16 million contingent payment based on a multiple of Topdeck's audited consolidated EBITDA for the full year ending October 2014.^[10]^[47] This transaction saw founder Graham "Skroo" Turner sell his personal stake in the company, while Topdeck's management team, led by managing director James Nathan at the time, retained the remaining 10% ownership.^[10]^[47] As of 2025, Topdeck operates as a majority-owned subsidiary brand within FCTG's Global Touring division, benefiting from the parent company's resources while maintaining its focus on youth-oriented group travel.^[48] In August 2025, Topdeck announced a brand refresh and relaunch, exclusively focusing on small-group tours for Gen Z travelers (aged 18-32), further integrating with FCTG's touring portfolio.^[16] Topdeck remains headquartered in London, United Kingdom, at 109 Power Road, Chiswick, with Asia-Pacific (APAC) operations managed through FCTG's Australian base in South Brisbane, Queensland.^[49] Leadership for the APAC region includes General Manager Anna Fawcett, who oversees strategic advancements for Topdeck alongside other Global Touring brands.^[50] The Global Touring division is led by Managing Director Ed Pettitt.^[51] Within FCTG's portfolio, Topdeck complements other touring operations, such as Back-Roads Touring, by targeting younger demographics with adventure-focused itineraries, while leveraging the group's shared expertise in marketing, logistics, and global distribution networks.^[16]^[52] This integration enhances operational efficiency and market reach, positioning Topdeck as a key component of FCTG's leisure travel supply pillar.^[48]

Awards and Recognition

Industry Awards

Topdeck Travel has garnered recognition from various travel industry bodies for its contributions to youth-oriented touring, particularly in the backpacker and adventure segments. These awards highlight the company's innovative approaches to group travel experiences across Europe, North America, and beyond.^[53] In 2012, Topdeck achieved significant acclaim at the TNT Golden Backpack Awards, an event celebrating excellence in the adventure and youth travel market as voted by TNT Magazine readers. The company won three categories: Favourite Big Tour Operator, Favourite Tour Operator in West Europe, and Favourite Ski/Winter Operator. These victories underscored Topdeck's strong reputation for large-scale coach tours and seasonal adventures tailored to young travelers.^[53] Building on this momentum, Topdeck secured further honors in 2017. At the Australian Federation of Travel Agents (AFTA) National Travel Industry Awards (NTIA), it was named Best Tour Operator – International, acknowledging its delivery of transformative international trips and high customer satisfaction metrics, such as elevated Net Promoter Scores. That same year, Topdeck was awarded Best Escorted Adventure Holiday Company Overall at the British Travel Awards, based on votes from over 360,000 UK holidaymakers, recognizing its leadership in adventure-focused escorted tours.^[54]^[55] Following its integration into the Flight Centre Travel Group (FCTG) in 2016, Topdeck has been associated with the parent company's broader industry accolades, including FCTG being named Australia's best employer twice by independent panels evaluating workplace culture and employee satisfaction in the travel sector. This affiliation has supported Topdeck's ongoing emphasis on staff development and innovation in youth tourism.^[48] Topdeck maintained a presence in industry evaluations through consistent nominations in key categories, such as Best Tour Operator – Youth at the NTIA in 2018 and 2019, reflecting sustained peer and voter recognition in the Australian travel awards landscape up to 2020, though no major wins were recorded beyond 2017 as of November 2025.^[56]^[57]

Customer and Media Accolades

Topdeck Travel has received positive feedback from customers, particularly for its emphasis on social and adventurous experiences. On Travelstride, the company holds an average rating of 4.4 out of 5 stars based on 135 reviews, with travelers frequently highlighting the strong sense of community, helpful guides, and engaging group dynamics that foster lasting friendships during trips.^[40] Similarly, employee reviews on Glassdoor average 3.9 out of 5 stars from 65 submissions as of 2025, where staff commend the passionate adventure-focused culture and supportive team environment that aligns with the company's youth-oriented ethos.^[41] Media coverage has underscored Topdeck's evolving reputation, especially following its 2025 rebranding. Travel Weekly praised the shift to small-group tours as an innovative approach tailored for Gen Z travelers, emphasizing more intimate and meaningful experiences over traditional large-coach formats.^[17] Customer-shared content on platforms like Instagram further reflects enthusiasm for 2025 itineraries, with travelers posting about immersive activities such as European city explorations and North American road trips, often describing them as transformative and socially vibrant.^[58] As part of the Flight Centre Travel Group (FCTG), Topdeck benefits from the parent company's broader accolades in workplace recognition, including being named Australia's best employer twice, which bolsters its appeal in the youth travel sector through a reputation for dynamic and inclusive operations.^[48] Blogs and social media echo this, with 2025 trip participants lauding the blend of adventure and personal growth in user-generated content.^[59]

References

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Topdeck Travel: Small group trips packed with more
Meaningful group travel for 18 to 30 somethings. Tour the world across Europe, North America, South America, Australia, New Zealand, the Middle East and ...About us · New Zealand tours · Deals · Why Topdeck?
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Dec 14, 2017 · The first hop crossed Australia to Perth in two old Sydney double-decker buses with 30 passengers. ... Top Deck founder "Skroo" Turner, who later ...
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Nov 22, 2013 · Topdeck has celebrated turning 40, with a gala ball in London attended by 275 guests including founders Graham “Skroo” Turner, Mike Carroll and Bill James.
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Company offices. Australia: Level 7, 275 Grey Street, South Brisbane, Queensland 4101. United Kingdom: 109 Power Road Chiswick, London W4 5PY. All the socials.
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Thank you AFTA for awarding Topdeck as the Best Tour Operator – International! Funnily enough, most of the Topdeck team were together at our annual Asia Pacific ...
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“Absolutely amazing trip with amazing sights. Our lovely Trip Leader, Siggy, was fantastic and really knowledgeable. Would one hundred percent recommend.” See ...
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Play & Pause: Central Europe Highlights | 2025/2026 - Topdeck Travel
Rating 4.6 (151) My Central European Highlights Tour was absolutely incredible! Trip leader Cass and Coach Driver Jaka were so skilled, knowledgeable and genuinely cared about ...