[1] They offered vacation packages intended to be affordable to the general public.

[9][10][better source needed] Thereafter new destinations were added one by one and the concept took off alongside the age of jet travel.

Haroche expanded the stores and became responsible for the retail side of the business (Liberty Travel) whereas Fred Kassner, his founding partner, became responsible for the wholesale business, Gogo Tours, which sold packages to agencies.

[14] In 2012, they opened a 10,000-square-foot (930 m2) flagship store on Madison Avenue in New York City, with plans to open ten more similar storefronts as large as 8,000 square feet (740 m2) around the United States in the next five years.

[15] In 2013, they partnered with USA Today on the publication's yearly 10Best award in travel.