From a small office to a national reference

The story of Connections began on March 11, 1986, in a small office on Rue du Marché au Charbon in the heart of Brussels. Founder Ronny Bayens laid the first stone of what would later become Connections, with the dream of making travel accessible to everyone, or as he put it, democratizing travel.

In those early years, he focused primarily on young people, who often had few opportunities to explore faraway destinations, giving rise to the motto ‘The Travellin’ Generation’, which still perfectly reflects the spirit of Connections and its mission to inspire new generations to explore the world.

Bold initiatives and digital innovation

Over the years, Connections has been known for its creative initiatives and innovative ideas, including Book & Pay, which allowed early bookings with immediate payment to receive exceptional prices, sometimes drawing hundreds of customers to queue outside the shops before opening.

Digitally, Connections was also a pioneer, launching www.connections.be in 1996, one of Belgium’s first travel websites, handling up to 5,000 visitors per hour during peak promotions. Adventure and authentic experiences have always been at the core of Connections’ DNA, exemplified by the Wave of Discovery in 1998, where young travelers rode Vespas across Europe to Lisbon for the World Expo, and the creation of a unique club in Agia Galini, Crete, with surfboards, bikes, sports equipment, and local restaurants, allowing travelers to fully experience the destination.

The traveler at the center

From the very beginning, Connections has believed in multichannel travel, allowing bookings in shops, online, by phone, and even at the airport via the Brussels Airport Shop, strengthened by partnerships with inspiring organizations such as Mosquito Coast, the Nomade bookstore, and A.S. Adventure. Travelers have always been at the heart of everything, with their experiences, stories, and dreams forming the core of the company. From this philosophy emerged at the end of the 1990s Travelers Meet Travelers, an event where travelers inspire each other, now continued through World Day, the annual event for the entire community.

The world changed dramatically after September 11, 2001, but travel continued to connect people. Shortly after the attacks, Connections published a black-and-white brochure to put New York back on the map, with support from the mayor. Later came the partyflights, overnight city trips to Barcelona, Berlin or London for less than 100 euros, including club vouchers.

During the COVID pandemic, Connections stayed creative with Basecamps in Durbuy and along the Belgian coast, allowing people to experience a sense of travel safely.

Looking toward 50

Since last year, Michael Schellekens has been leading the company. With 120 passionate employees and 21 travel shops, Connections remains the reference for the independent traveler. The year 2026 promises to be exceptional, full of surprises, new adventures, and unforgettable journeys!