STA Travel Group has bought the Bridge the World brand from Stella Travel Services UK.
The company will use the name for its new brand targeting the over 50s market, set to launch in September.
Bridge the World was originally founded in 1989 and has a history of specialising in longhaul travel. The purchase forms part of a strong growth strategy for the youth travel specialist.
STA Travel Group has appointed James Herbert as commercial director for Bridge the World. He will report into John Constable, group managing director of STA Travel.
John Constable says: “Bridge the World has a strong heritage and our research shows that consumers still maintain an attachment to the brand. This is certainly credit to the original founder, Jerry Bridge. Securing Bridge the World will be of real benefit to the STA Travel Group as we enter this market in September and we look forward to introducing our new proposition to consumers.”