Maven Fuels Experiential Travel Firm's Growth

Maven Cognition has injected capital into Not In the Guide Books (NITGB), a rapidly expanding travel firm specializing in authentic, locally-hosted experiences. This strategic investment, structured under the Enterprise Investment Scheme (EIS), is set to accelerate NITGB's global expansion and enhance its technology infrastructure, aiming to solidify its position in the experiential travel market.

Founded in 2018, NITGB has carved out a niche by offering curated travel itineraries that connect visitors deeply with destinations through unique activities and accommodations designed and delivered by local experts. The company's operational model leverages a dual distribution strategy: a robust business-to-business channel working with a wide network of UK travel agents, and a complementary direct-to-consumer platform. This approach has proven effective in scaling its distinctive travel offerings.

The company has successfully developed a replicable framework for destination development, initially demonstrated in Lapland. This model focuses on identifying and partnering with high-quality local hosts, packaging their offerings into scalable itineraries, and distributing them via its established agent network. NITGB is now applying this proven methodology to new high-potential markets, including Morocco, Sri Lanka, and Costa Rica, underscoring its ambitious growth trajectory.

Adding significant industry acumen to the venture, Richard Downs has joined NITGB as Chair and also participated in the funding round. Downs brings a wealth of experience from the travel sector, notably as the founder of Iglu, which he led through a decade of substantial growth before its acquisition by Flight Centre in late 2025 for a sum reaching up to £127 million. His expertise is expected to be invaluable as NITGB navigates its next developmental phase.

The experiential travel sector, a segment within the broader global tourism industry valued in the hundreds of billions, continues to see strong consumer demand for authentic and sustainable journeys. NITGB's focus on local immersion and responsible tourism aligns with these prevailing trends, positioning it favorably for continued market penetration. The company's ability to scale through its agent network provides a clear path to market capture, while its direct channel offers potential for enhanced margins.

Jenny Linney, Portfolio Director at Maven Cognition, commented on the investment, highlighting NITGB's strong market positioning and experienced management team. "We are confident that Not In the Guide Books is well-positioned to capitalize on the growing demand for experiential travel," Linney stated. "Our collaboration will focus on supporting the management team's strategic growth initiatives, particularly in scaling operations and expanding into new territories."

Carol Savage, Founder and CEO of NITGB, expressed enthusiasm for the partnership. "With Maven Cognition's backing and Richard Downs' guidance, we are poised to significantly accelerate our growth, introduce more destinations, and enhance our technological capabilities to better serve our agent partners," she said. "This investment is key to building a truly category-defining business in immersive travel."