experiential-travel
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The $50 Million Travel Company That Learned Luxury Means Making You Pedal
Butterfield & Robinson sold no seats on its first deluxe bike tour and stranded one unhappy group on a Caribbean island. Then it discovered a durable luxury formula: do the hard logistics so wealthy travellers can enjoy the good kind of hard work.
The Company That Sells the Ends of the Earth
How a small-ship operator turned Antarctica, the Galapagos and the Arctic into a $771-million business - and why it puts a naturalist on the bridge instead of a lounge singer.
Afar
Afar is a purpose-driven travel media company built around the idea that the best trips change the people who take them. Launched in 2009 from a chance trip to India, it now publishes a quarterly print magazine, a daily-updated website, podcasts, video, newsletters and travel experiences for a community of curious, conscientious travelers.
Greg Sullivan
Greg Sullivan is the CEO and cofounder of AFAR, the award-winning travel media brand he launched in 2009 with Joe Diaz after a transformative six-week trip to India. A former corporate securities attorney, investment banker, and serial entrepreneur — he previously co-founded the world's largest-selling coin-operated basketball game manufacturer and served as President and CEO of DriveTime Automotive Group — Sullivan reinvented himself in his 40s through philosophy studies at Cambridge and a late-discovered passion for international travel. Under his leadership, AFAR has grown from a print magazine into a multiplatform media brand with a digital presence, a podcast, a nonprofit foundation (Learning AFAR), and a B Corp certification, and in 2025 expanded to Europe with the acquisition of SUITCASE Magazine.