Mission Statement, Vision, & Core Values of Viad Corp (VVI)

You need to see how Viad Corp's (VVI) Mission Statement, Vision, and Core Values directly map to the company's strategic pivot, especially since the business is now laser-focused on its high-margin Pursuit segment.

The numbers defintely show this focus is working: management raised the full-year 2025 adjusted EBITDA guidance to a range of $116 million to $122 million, projecting a robust ~24% revenue growth at the midpoint over 2024.

But can a mission built on 'Delivering Exceptional Experiences' truly sustain that kind of financial momentum, or are there near-term risks hidden in that $274.4 million liquidity war chest as of September 30, 2025?

Viad Corp (VVI) Overview

You are looking at a company undergoing a fundamental shift, moving from a diversified events and travel business to a pure-play experiential travel leader. Viad Corp, which has roots stretching back to 1926 and a history that includes the former Greyhound and Dial Corp, is now completing its strategic focus on high-margin, unique travel experiences.

The company's transformation centers on the sale of its Global Exhibition Services (GES) division, which is expected to finalize by the end of 2024. This leaves the remaining, high-growth core business: Pursuit Attractions and Hospitality. The corporate name is changing to Pursuit Attractions and Hospitality, Inc., and the ticker will switch to PRSU on January 2, 2025. You're watching the final moments of the old Viad Corp.

The new Viad Corp, operating as Pursuit, provides extraordinary, curated experiences in iconic destinations across the US, Canada, and Iceland. This includes a collection of attractions, unique hotels and lodges, food and beverage services, and sightseeing tours. The current sales picture, reflecting the strength of this core business, showed Pursuit's third-quarter 2025 revenue hitting $241.0 million.

• Focus: Experiential travel, iconic destinations.
• Products: Attractions, unique lodging, sightseeing tours.
• Recent Sales: Q3 2025 revenue of $241.0 million.

Pursuit's Record-Breaking 2025 Financial Performance

Honesty, the numbers for the Pursuit segment in the latest reporting period are exceptional, reflecting the strong demand for leisure travel and the company's strategic focus. For the third quarter of 2025, Pursuit delivered record-breaking results, with revenue soaring to $241.0 million, an increase of 32.2% year-over-year. This growth was not just a one-off; it was driven by a strong recovery in its Jasper properties and continued momentum in demand for its distinctive experiences.

Here's the quick math: Attraction ticket revenue, a key driver, reached $100.4 million in Q3 2025, marking a 33% year-over-year increase. This shows the power of yield optimization and higher visitation. Net income attributable to Pursuit for the quarter was a robust $73.9 million, up significantly from the prior year. What this estimate hides, of course, is the full impact of the GES sale proceeds, but the operational performance of Pursuit is defintely clear.

The company's management is confident, raising its full-year 2025 Adjusted EBITDA guidance to a range of $116 million to $122 million. This range represents substantial growth over 2024, confirming the success of the 'Refresh, Build, Buy' strategy, which included the $111 million acquisition of the Tabacón Thermal Resort & Spa in Costa Rica. They are putting capital to work where it counts.

Leading the Experiential Travel Industry

Viad Corp, through its Pursuit segment, is firmly establishing itself as a leader in the experiential travel and hospitality industry. They aren't just selling hotel rooms; they are curating unforgettable experiences in places with high barriers to entry, like national parks and iconic destinations. This strategy of owning and operating attractions with exclusive access-think the Glacier Park Collection or the FlyOver attractions-gives them a distinct competitive advantage over broader hospitality players.

The company's standing is built on a model that integrates attractions, lodging, and food services, maximizing the per capita spend (the average amount each guest spends). For instance, in 2024, the FlyOver attractions saw per capita spend around $45. This integrated model and focus on unique, high-margin assets differentiate them from competitors like Vail Resorts, who focus more on extensive resort networks. Their consistent, strategic investments-like the planned $38 million to $43 million in organic growth capital expenditures for 2025-show a commitment to maintaining this leadership position.

So, you need to understand the core mechanics of this success. To find out more about the investors who are backing this transition and growth story, you can check out Exploring Viad Corp (VVI) Investor Profile: Who's Buying and Why?

Viad Corp (VVI) Mission Statement

You're looking for the guiding principles of Viad Corp, and the direct takeaway is that its mission has fully crystallized around its high-growth experiential travel business, Pursuit, following the strategic sale of its GES segment at the end of 2024. The mission is no longer a dual-engine mandate; it's a singular focus on being a best-in-class owner and operator of one-of-a-kind attractions and hospitality.

This mission is the bedrock for the company's long-term goals, particularly its capital allocation. It's a commitment to delivering extraordinary, authentic experiences in iconic destinations, which is a powerful differentiator in a crowded travel market. This clarity is why the company is seeing such strong performance, like the 32.2% year-over-year revenue growth in the third quarter of 2025, reaching $241.0 million.

You can learn more about the company's direction by exploring the Mission Statement, Vision, & Core Values of Viad Corp (VVI) Viad Corp (VVI): History, Ownership, Mission, How It Works & Makes Money. The core tenets break down into three actionable components: delivering exceptional experiences, driving sustainable growth, and creating value for all stakeholders.

Delivering Exceptional, Irreplaceable Experiences

The first core component is product-focused: providing unique and enriching experiences for every customer. This isn't about running a standard hotel; it's about owning 'forever businesses' in iconic destinations that have high barriers to entry. The goal is to make a moment memorable, not just transactional. Honestly, that's what allows them to command a premium price.

Pursuit's portfolio currently includes 17 world-class point-of-interest attractions and 29 distinctive lodges, which are often integrated with restaurants and retail. The focus on quality is evident in their attractions, like the FlyOver attractions or the Sky Lagoon experience in Iceland, which are designed to be immersive, high-per-capita-spend experiences. For example, in 2024, the per capita spend at FlyOver attractions was around $45. This commitment to quality is what drives the perennial demand for their assets.

• Own irreplaceable assets in iconic locations.
• Elevate the guest journey to drive loyalty.
• Focus on high-margin, unique attractions.

What this estimate hides is the constant need for capital expenditure (capex) to maintain that 'exceptional' status, but the company is addressing this with a planned $38 million to $43 million in growth capex for 2025.

Driving Sustainable and Profitable Growth

The second component is the financial engine: achieving long-term, sustainable growth that outpaces the market. Following the GES sale, Viad Corp (now Pursuit) is positioned for a significant acceleration in its growth strategy, which they call 'Refresh, Build, Buy.' This strategy is backed by a strong balance sheet and ample liquidity of $274.4 million.

Here's the quick math on their trajectory: Management raised the full-year 2025 Adjusted EBITDA guidance to a range of $116 million to $122 million, a substantial increase from the prior guidance. This is not just organic growth; it's fueled by strategic acquisitions. In 2025 alone, Pursuit invested $124 million in acquisitions, notably the $111 million Tabacón Thermal Resort & Spa in Costa Rica. This investment strategy is defintely working, with Q3 2025 Adjusted EBITDA hitting $117.4 million, up 41.5% year-over-year, reflecting strong margin flow-through.

Creating Value for All Stakeholders

The final core component is creating lasting value for everyone involved: shareholders, employees, and the local communities that host their iconic attractions. The company recognizes that its success is intrinsically linked to the health of the national parks and iconic destinations where they operate. So, a focus on sustainable business practices and responsible tourism isn't just a feel-good measure; it's an economic imperative for the long-term viability of their assets.

For shareholders, the value creation is clear: the strategic sale of GES for $535 million allowed the company to eliminate high-cost debt and establish a net leverage of just 0.7x, positioning it for high-return investments. For employees, the focus is on a 'guest-obsessed experience-driven hospitality-focused culture' that supports career growth as the business expands into new markets. This is a company that understands its assets are both physical (the lodges) and human (the service team).

• Maintain a strong balance sheet for high-return investments.
• Support local communities through responsible tourism.
• Cultivate a guest-obsessed, hospitality-focused culture.

Finance: Track the Q4 2025 earnings release to confirm the full-year Adjusted EBITDA hits the high end of the $116 million to $122 million guidance range.

Viad Corp (VVI) Vision Statement

You're looking for the vision of Viad Corp, but the critical context is the company's massive pivot: Viad Corp (VVI) sold its GES business at the end of 2024 and officially relaunched as Pursuit Attractions and Hospitality, Inc., trading under the new ticker PRSU as of January 2, 2025. This move fundamentally simplified the company's purpose, so the vision is now laser-focused on its high-growth, high-margin experiential travel segment.

The core vision, which guides every capital allocation decision, is a dual mandate: to be the world's premier operator of one-of-a-kind attractions and to generate above-market returns for shareholders. This isn't corporate fluff; it's a clear, actionable strategy for a pure-play attractions business with a strong balance sheet.

Delivering Unforgettable Experiences in Iconic Destinations

The first pillar of the vision centers on a guest-obsessed, experience-driven hospitality culture. Simply put, Viad Corp, now Pursuit, aims to own and operate assets that are irreplaceable-places like the Glacier Park Collection or the Banff Jasper Collection in the Canadian Rockies. These destinations have perennial demand and significant barriers to entry, which is the key to pricing power.

The focus is on elevating the entire guest journey, from lodging to attractions. For example, in Q3 2025, the company welcomed approximately 2 million attraction visitors and booked nearly 200,000 room nights, demonstrating the scale of their operation in these iconic spots. That's a lot of people whose vacation memories are defintely tied to a Pursuit experience.

• Own irreplaceable, high-demand assets.
• Drive strong revenue per visitor.
• Maintain a guest-obsessed culture.

Significant and Sustainable Growth via the Refresh, Build, Buy Strategy

The second pillar is sustainable growth, executed through the proven Refresh, Build, Buy strategy. This is where the rubber meets the road on capital deployment. The Refresh component involves high-return investments in existing properties, like upgrading lodges to drive higher RevPAR (revenue per available room). The Build component focuses on new, unique attractions, such as the FlyOver experiences.

The Buy component is the most visible: in 2025, the company invested $124 million in acquisitions, including the $111 million purchase of the Tabacón Thermal Resort & Spa in Costa Rica. This acquisition immediately expands their geographic footprint and diversifies their product offering, proving they are executing on this vision. Here's the quick math: this strategy has historically contributed about $74 million of Adjusted EBITDA from major projects over the last decade.

Above-Market Returns for Shareholders

Ultimately, the vision must translate into financial performance. The singular focus on Pursuit, following the GES sale, has streamlined the business model toward higher margins and accelerated growth. Management raised its full-year 2025 Adjusted EBITDA guidance to a range of $116 million to $122 million, a significant increase from the prior year, showing the strategy is working.

The strong balance sheet, with liquidity totaling $274.4 million as of Q3 2025, allows them to accelerate this growth without excessive debt. They are positioned for strong profitable growth, which is exactly what shareholders expect from a company with a net leverage of only 0.7x. You can dig deeper into the ownership structure and market sentiment here: Exploring Viad Corp (VVI) Investor Profile: Who's Buying and Why?

What this estimate hides, still, is the potential impact of economic downturns on leisure travel spending, which could pressure those high margins. But for now, the numbers are clear.

Viad Corp (VVI) Core Values

You're looking for the guiding principles of Viad Corp, but we need to be clear: the company fundamentally transformed in early 2025. Following the sale of its GES business, the continuing entity, now focused entirely on experiential travel, operates as Pursuit Attractions and Hospitality, Inc., though it still trades under the Viad Corp (VVI) lineage for a period. The values now anchor on the Pursuit segment's success, which is all about high-margin, unforgettable experiences. This shift means the core values are now laser-focused on the guest journey and strategic capital deployment.

The company's focus is simple: own and operate one-of-a-kind assets that people will defintely travel to see, and then execute flawlessly. You can see the full context of this pivot in the company's history and business model Viad Corp (VVI): History, Ownership, Mission, How It Works & Makes Money.

Here's the quick math on why this focus matters: Pursuit reported a record third quarter in 2025, with revenue hitting $241.0 million, a 32.2% increase year-over-year, showing the power of these values in action.

Guest-Obsessed Experience-Driven Culture

This value is the heartbeat of Viad Corp's remaining business, Pursuit. It means everything the company does-from lodging to attractions-must elevate the guest journey. This isn't just a poster on the wall; it's a culture that drives operational decisions, ensuring every visitor to their 17 attractions and 29 distinctive lodges has an authentic, memorable experience.

For example, the team delivered extraordinary experiences to approximately 2 million attraction visitors and welcomed guests across nearly 200,000 room nights during the third quarter of 2025 alone. This relentless focus on the guest is why the adjusted EBITDA margin expanded to 49% in Q3 2025, reflecting strong operational leverage. That's a direct link between a core value and bottom-line performance.

• Focus on authentic, one-of-a-kind experiences.
• Elevate the guest journey to drive demand.
• Use strong team member engagement to deliver results.

Sustainable, Strategic Growth

The company is committed to achieving significant and sustainable growth, which they execute through a clear, three-pronged strategy: Refresh, Build, and Buy. This is how they create long-term stakeholder value. Their full-year 2025 adjusted EBITDA guidance was raised to a range of $116 million to $122 million, a reflection of this strategy's success and continued strong demand.

The 'Buy' component was particularly active in 2025. Pursuit invested $124 million in acquisitions, including the significant $111 million purchase of Tabacón in Costa Rica. This acquisition wasn't just about adding a property; it was about securing a high-quality, high-return asset that fits their model of perennial demand and limited supply. The 'Refresh' and 'Build' parts are also funded, with plans for $38 million to $43 million in growth capital expenditures in 2025, plus over $250 million in identified organic investments through 2030.

Irreplaceable, Iconic Assets

A core value of the company is the ownership and operation of irreplaceable assets in iconic destinations with high barriers to entry. This is a critical financial firewall. It means they focus on locations like the Canadian Rockies (Banff, Jasper), Glacier National Park, Alaska, and Iceland, where new competition is nearly impossible to build.

This value was tested and proven in 2025. Following lost profits from the 2024 Jasper wildfire, the company received $23.7 million in total business interruption insurance proceeds by Q3 2025. This recovery demonstrates the financial resilience of owning assets in high-demand, protected areas. Also in September 2025, the company secured full ownership of its high-performing Glacier Park, Inc. subsidiary by acquiring the remaining 20% minority interest, simplifying the structure and capturing 100% of the future cash flows from this iconic collection.