Passage Journeys, a new tour operator inside the Certares Management portfolio, has launched with five expert-designed itineraries across Europe and Asia, with inaugural departures set for next year.

The brand enters a crowded small-group touring segment with a distribution bet that keeps travel advisors at the center: general manager Kristen Cash Dennison said advisors will be "an important part" of the sales strategy, and the company plans to build out advisor training programs.

Each departure will host approximately 24 guests. The itineraries were developed with named experts — authors, historians, travel writers and chefs — a positioning Cash Dennison argued "brings an entirely different dimension to the experience."

"Travelers today have access to virtually every destination on earth, yet many are searching for something more meaningful from their experiences," she said. "Passage Journeys was created in response to that shift."

The target buyer is narrow: travelers aged 55 and older who are, in the company's words, intellectually and culturally curious. Cash Dennison described the programs as heavily thematic, built for guests who want deep immersion in a destination and a topic rather than broad sightseeing.

What are the five launch itineraries?

Two programs cover Asia and three cover Europe:

• Bhutan, 13 days. Designed with Eric Weiner, known for his philosophical travel books; Weiner will accompany one departure date. The itinerary explores Bhutan's philosophy of happiness, textile traditions, religious landmarks and the Tiger's Nest monastery.
• Japan, 13 days. Built with writer and longtime resident Pico Iyer, focused on everyday life in Japan, the balance of innovation and heritage, and Zen philosophy.
• Normandy, France, nine days. Designed by historian and educator David Eisenhower, grandson of President Dwight D. Eisenhower. Guests visit the D-Day landing beaches, including Omaha Beach; the company credits Eisenhower with "unparalleled insight" into the history.
• Provence, France, nine days. Created by travel expert and television host Joseph Rosendo, centered on the region's countryside, local markets and truffle hunting.
• Florence, Italy. Curated by cookbook author Carla Capalbo, an authority on Italian cuisine, with visits to the Accademia Gallery, a historic Frescobaldi wine estate and Siena.

How does the launch fit the broader market?

The debut marks another Certares bet on experiential travel alongside its family of travel-focused companies, though the source discloses no financial terms, ownership stake details or sales targets for the new brand.

For advisors, the practical points are concrete: five bookable programs with named expert anchors, a 55-plus demographic that maps onto established guided-tour buying patterns, and a stated intent to invest in advisor training rather than push direct booking. The company has no measured bookings or occupancy data to report yet — the launch case rests entirely on positioning and expert partnerships.

Passage Journeys says it plans to expand beyond the initial five itineraries, which would broaden the sellable inventory for trade partners over time.