Backroads Tech Stack

Active travel operator with 50+ destinations across biking, hiking, and river cruises

Travel Arrangements Berkeley, CA 501–1,000 employees Privately Held

Backroads runs a 500+ person travel operations business spanning adventure trips, small-ship cruises, and family itineraries across 50+ countries. Their tech stack is heavily weighted toward marketing automation (Salesforce Marketing Cloud, Google Analytics 4, Adobe Experience Manager, Shopify/Magento) and business intelligence (Power BI, Looker, Tableau), with emerging investment in AI-driven content and hypothesis testing—suggesting a shift from traditional marketing operations toward data-driven personalization and SEO optimization. Current hiring is concentrated in operations and marketing, signaling an effort to scale digital customer engagement and address documented data integrity and content discoverability challenges.

Tech Stack 30 technologies

Core StackPower BI Looker Tableau Salesforce Workday Contentful Shopify Magento JavaScript Confluence Jira Salesforce Marketing Cloud Google Analytics 4 Google Tag Manager Excel GPT BigQuery ML AutoML Microsoft Office Instagram Meta Pinterest TikTok Word Outlook Drupal Adobe Experience Manager HTML5 CSS Google Sheets

What Backroads Is Building

◆Challenges

Tight timeline coordination
Re-engage lapsed guests
Data integrity issues
Optimizing image assets
System inefficiencies
Data integrity in internal systems
Efficiency during peak season
Outstanding contract confirmations
Budgeting and auditing operational spending
Improving content discoverability

▲Active Projects

Weekly tvr communications
Global hotel rate audit
Regional low-enrollment parameter definition
Backroads extra special travelers (best) club program
Automated content governance workflows
Document and maintain the data layer in google tag manager
Use ai tools and platforms to generate and test hypotheses at scale
Seo and ai engine optimization strategy implementation
Faq optimization on trip pages
Blog publishing workflow improvement

Hiring Activity

Steady20 roles · 8 in 30d

Department

Ops

Marketing

Operations

Finance

Seniority

Mid

Intern

Director

Junior

Lead

Senior

Notable leadership hires: Director

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About Backroads

Backroads operates active travel experiences including multi-day biking and hiking trips, river and ocean cruises, and family-focused itineraries across more than 50 countries. Founded on four decades of operational expertise, the company markets directly to adventure travelers seeking immersive, higher-touch experiences. Operations span trip coordination, guest communications, hotel partnerships, and seasonal demand management across US, France, and Netherlands hiring footprints. The business model combines direct sales (call center, web), marketing-led customer acquisition, and post-purchase engagement through loyalty programs and repeat-customer re-activation efforts.

HeadquartersBerkeley, CA

Company Size501–1,000 employees

Hiring MarketsUnited States, France, Netherlands

Frequently Asked Questions

What tech stack does Backroads use?

Backroads uses Salesforce Marketing Cloud, Shopify/Magento for commerce, Google Analytics 4, Power BI/Looker/Tableau for reporting, Adobe Experience Manager for content, Workday for HR, and GPT/BigQuery ML for emerging AI-driven analysis and content generation.

What is Backroads working on?

Active projects include automated content governance workflows, SEO and AI optimization strategy, guest re-engagement campaigns (Backroads Extra Special Travelers club), weekly communications, and FAQ/blog optimization to improve content discoverability and reduce data integrity issues.