In an era where travel companies face unprecedented challenges yet undeniable opportunities, Intrepid Travel is setting its sights on becoming a significant player in the American travel industry. The Australia-based adventure travel company has appointed Leigh Barnes as president of the Americas, tasking him with spearheading a campaign to enhance its visibility and appeal among American travelers. This move signifies Intrepid’s commitment to not only grow its customer base, but also to cultivate a deeper connection between travelers and sustainable tourism.
Intrepid’s vision, as articulated by Barnes, is clear: the brand aspires to become synonymous with adventure in the United States while championing sustainable and responsible travel practices. Barnes envisions a future where the name “Intrepid” resonates in households across America, inspiring a movement of travelers dedicated to exploring the world more sustainably. His ambitious targets include welcoming 100,000 American adventurers onto Intrepid’s tours within the year and achieving $500 million in sales by 2030. This growth strategy hinges on substantial investment, including a $50 million marketing effort over the next two years.
Intrepid has always prided itself on its ethical approach to tourism, and this initiative will only strengthen its commitment to sustainability. The recent B Corp recertification reaffirms the company’s endeavors to balance profit with purpose, particularly in an era when many companies grapple with their environmental impact. By focusing on small-group tours and eco-conscious travel, Intrepid is positioning itself perfectly in sync with a growing demand for responsible tourism.
As part of their growth strategy, Intrepid is keen to diversify and enhance its travel offerings. Plans include an ambitious addition of 15-20 accommodations worldwide, a significant increase from the two currently operational in Vietnam and Australia. This initiative aims not just at bolstering Intrepid’s portfolio, but also at securing a competitive edge in the United States, where unique and personalized travel experiences are highly sought after.
Intrepid’s partnership with CABN, an Australian company specializing in off-grid accommodations, signifies further innovation in hospitality. The launch of a hotel in America by 2030 illustrates a long-term commitment to introducing new and unique lodging options for travelers, thereby enriching their travel experience. Such strategies also align with the brand’s goal of creating more culturally immersive experiences that resonate with the principles of sustainability and community support.
The next 18 months will see the rollout of new, meticulously crafted itineraries aimed at American travelers. Barnes emphasizes the importance of curating adventures that cater to the preferences and interests of the target market. Additionally, shorter trips to Central and South America, as well as select European destinations, will be introduced, offering relief to travelers with tight schedules. This flexibility is key to not only attracting budget-conscious tourists but also those looking for quick escapes.
The acquisition of Wildland Trekking expands Intrepid’s footprint in American tourism, allowing American travelers to explore their own backyards—often underappreciated in the grand narrative of travel. By guiding explorers through national parks or hidden gems, Intrepid hopes to cultivate a greater appreciation for local landscapes.
Intrepid’s commitment to diversity, equity, and inclusion (DEI) initiatives reflects an unwavering dedication to social responsibility. Despite uncertainties in government policy, the company intends to support marginalized populations and communities in its operations. A noteworthy aspect of this commitment is the hiring of indigenous porters and the initiation of partnerships with local BIPOC-owned businesses. This engagement recognizes the profound impact that tourism can have when it supports local economies.
Intrepid aims to replicate such successful community-oriented initiatives in America by fostering collaborations with indigenous suppliers in various states. By ensuring that tourism flows back into local communities, not only does Intrepid enrich the traveler’s experience, but it also empowers local economies—an invaluable aspect of sustainable travel.
To bolster its visibility and connect with potential travelers, Intrepid is launching a series of city tours across major U.S. urban centers, branded under the Urban Adventures initiative. Local guides will offer insights into the intricacies of cities like New York, Boston, and Seattle, adding a layer of authenticity to the travel experience. This initiative not only promotes local culture but also familiarizes residents and tourists alike with Intrepid’s brand philosophy.
Moreover, the recent release of “The Intrepid List,” a publication detailing 100 unique travel experiences, serves as a tool of inspiration for anyone seeking adventure. This shift towards book publishing aims to create a tangible connection between Intrepid and its audience, making travel aspirations more accessible.
Intrepid Travel’s ambitious program reflects an astute understanding of the evolving travel landscape. By promoting sustainable practices, diverse experiences, and community engagement, the company aims to foster a new generation of intrepid travelers who make thoughtful choices in their journeys. The path ahead is challenging, but with a robust vision and dedicated execution, Intrepid is poised to make a significant impact on the American travel scene.