Operator Profile: Pursuit

Redeam recently welcomed a fast-growing hospitality and attractions company to its operator portfolio, Pursuit. Because of what they do and how unique their experiences are, we want to help you get to know them a little better, so let’s get to it!

Meet Pursuit

Pursuit is an attractions, hospitality, and entertainment company that provides a collection of inspiring and unforgettable experiences in iconic destinations. From world-class attractions, distinctive lodges, sightseeing experiences, and wildlife safaris in stunning national parks and renowned global travel locations, to our growing collection of FlyOver flight ride experiences in the vibrant cities of Vancouver, Reykjavik, Las Vegas, and Toronto (expected opening 2023), Pursuit’s elevated hospitality experiences enable visitors to discover and connect with these iconic destinations.

Pursuit has roots in two long-standing travel and hospitality companies: Brewster Inc (based in Banff, Canada) and Glacier Park Inc. (Montana). Collectively, the two companies have been sharing their iconic destinations and unforgettable experiences since 1892. Growing beyond those humble beginnings, Pursuit now provides iconic attractions, lodging, and travel experiences in Jasper, Alaska, Vancouver, Iceland, and opening in 2021, Las Vegas. The company’s offerings include attractions, lodging, sightseeing, transportation, dining, retail, and travel planning services. Today, the company employs over 3,000 team members during peak season.

What Kind of Traveler Does Pursuit Attract and Serve?

Pursuit experiences attract adventurous spirits, those who have “a yearning to explore and try new things.” Many Pursuit experiences are closely tied to iconic natural locations visited by guests from around the globe. Even more than the majesty of destinations themselves, Pursuit offers guests distinctive experiences or offer a thoughtfully designed base camp for exploration for those making the trip.

Banff Gondola

Pursuit’s attractions, lodging, and culinary experiences are deeply connected to and supportive of the core destination experience. For example, when travelers visit Denali, Pursuit provides a wildlife and sightseeing safari into the heart of the park. When visiting Banff National Park, a visit to the Banff Gondola gives guests a 360o birds eye view from the top of a mountain. It is through these iconic experiences that Pursuit can provide its guests with authentic and often transformational experiences that create lasting memories.

Flyover Iceland experience

How does Pursuit go to market?

Pursuit utilizes all available sales distribution channels within the travel industry, from tour operators to travel agents, to online travel agents, online consumer direct, and walk-ups. Each business within its portfolio has a different channel mix, but for its attractions, walk-up and online consumer direct remain the strongest booking channels. Now that Pursuit is working with Redeam, it has a more simplified process to deliver attraction ticket inventory and pricing to multiple OTAs across the globe.

How has COVID affected the business?

With many of its experiences located in and around national parks, despite travel restrictions and other confinement measures, in-market regional demand for Pursuit experiences has remained strong. Capacity restrictions and forced closures has been the limiting revenue-generating factor at many of their locations, but the company remains optimistic that as warmer temperatures approach and vaccines are distributed, they will see revenue recovery starting as early as this coming summer season.

Sky Lagoon in Iceland

What’s in store next for Pursuit?

Pursuit continues to be extremely focused on its Refresh, Build, Buy strategy, designed to improve upon existing experiences and grow a greater global footprint. As part of this growth strategy, in the spring of 2021, they will be opening Sky Lagoon, Iceland’s newest geothermal lagoon experience located in Reykjavik. In the fall, they will be opening FlyOver Las Vegas on the Las Vegas Strip and they are building an additional FlyOver Canada experience in the heart of Toronto under the iconic CN Tower.

Getting in touch with Pursuit

Company website: https://www.pursuitcollection.com

Facebook: https://www.facebook.com/PursuitCollection

Twitter: https://twitter.com/PursuitCollectn

Instagram: http://instagram.com/pursuitcollection

YouTube: https://www.youtube.com/channel/UCJ9w8MYAchkRBK9gECOR0qg

LinkedIn: https://www.linkedin.com/company/17969878

Alaska experiences: www.alaskacollection.com

Banff & Jasper, Canada experiences: www.banffjaspercollection.com

Glacier National Park experiences: www.glacierparkcollection.com

Sky Lagoon, Iceland: www.skylagoon.com

FlyOver Canada: www.flyovercanada.com

FlyOver Iceland: www.flyovericeland.com

FlyOver Las Vegas: www.flyoverlasvegas.com