Intrepid Travel, an Australian-based adventure travel operator, is setting its sights on becoming a recognized name within the United States tourism landscape. As the company endeavors to broaden its influence in North America, it has recently made significant organizational changes and strategic investments aimed at attracting American travelers. This article delves into the ambitious plans laid out by Intrepid, exploring the methods by which it aims to instill a sense of curiosity and sustainability among potential travelers while aiming for impressive financial growth.
In November, Intrepid Travel appointed Leigh Barnes as the new president of the Americas. This strategic move underscores the company’s recognition of the United States as its most vital and rapidly expanding market. Barnes, in conversation with Travel Weekly, explained his vision for the brand: “We want Intrepid to resonate with American travelers as a household name.” His goal extends beyond mere recognition; he desires to nurture a deeper connection to sustainable travel experiences among Americans.
Barnes’s vision is not just about sales figures but about creating a movement. He sees the potential for Intrepid to lead in the arena of conscious travel, where curiosity about the world aligns with environmental responsibility. It’s about providing unique experiences that invite travelers to explore responsibly and meaningfully.
Ambitiously, the company projects revenues of $500 million by 2030, yet the immediate target is to engage at least 100,000 American travelers this year alone. Achieving this goal will require an assertive financial investment, with Intrepid allocating $50 million towards marketing initiatives over the next two years. This considerable budget is intended to create deeper brand awareness and encourage exploration of Intrepid’s diverse travel offerings.
In addition to bolstering their marketing efforts, Intrepid plans to expand its portfolio of experiences tailored for American adventurers, launching new itineraries geared toward North and Latin America. The company is also introducing shorter trips to Central and South America, as well as popular European destinations, catering to a wide range of preferences for American travelers.
One of the standout elements in Barnes’s strategy is the ambitious goal to increase Intrepid’s lodging offerings, projecting the addition of 15 to 20 new hotels by 2030. Currently, the company manages only two properties in Australia and Vietnam. The joint venture with CABN, an Australian firm specializing in off-grid accommodations, signals a commitment not just to expansion, but to a vision that aligns with sustainable tourism practices.
A significant aspect of this expansion includes the establishment of a hotel in the United States by the end of the decade. This ambitious plan further illustrates Intrepid’s commitment to marrying growth with eco-friendly hospitality.
Despite shifting political dynamics in the U.S. that may challenge initiatives around diversity and inclusion, Intrepid remains resolute in its commitment to these values. Barnes noted that their dedication to corporate social responsibility will continue, emphasizing their intention to be a leader in this space. “So Intrepid will be intrepid. It’s important to us,” he stated, showcasing the brand’s pledge to sustain its ethical foundations amidst external pressures.
Intrepid also advocates for Indigenous rights and communities. The company already collaborates with Indigenous suppliers across the continent and employs over 300 Indigenous workers in Peru. The integration of diverse communities into their operations not only enriches the travel experience but also contributes to economic support for local cultures.
A cornerstone of Intrepid’s American growth strategy is to forge partnerships with local and BIPOC-owned businesses. By engaging with local communities, the company aims to ensure that tourism dollars are reinvested into the local economy. Barnes emphasizes, “One of the most powerful forms of tourism is money going into local economies.”
Furthermore, the company’s initiatives extend to championing women’s rights within the tourism industry, underscoring Intrepid’s broader mission to uplift marginalized voices.
To further reach American audiences, Intrepid plans to introduce city tours in significant urban areas such as New York, Boston, and Seattle. These Urban Adventures provide a platform for local guides to showcase their cities while presenting travelers with insider perspectives that enrich their journeys.
Simultaneously, the release of “The Intrepid List,” the company’s inaugural travel publication, aims to inspire adventure through curated experiences, solidifying the brand’s presence in the literary domain of travel.
Through these multifaceted strategies, Intrepid Travel seeks not only to captivate American travelers but to redefine the standard of responsible and engaging travel—one experience at a time.
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