Intrepid Travel, a leading adventure travel company hailing from Australia, is on an ambitious mission to carve its niche in the American travel market. With a keen eye on attracting more American travelers, the company has recently bolstered its leadership by appointing Leigh Barnes as the president of the Americas. His directive is clear: to make Intrepid not just a brand, but a household name among U.S. consumers. This article will explore the strategic initiatives behind Intrepid’s growth plan in North America while considering the legacy of sustainable travel they aim to uphold.
Leigh Barnes envisions a significant transformation for Intrepid Travel in the United States. Speaking to Travel Weekly, Barnes articulated his commitment to piquing the curiosity of the American traveler: “My vision is that Intrepid is a household name here in the USA.” This proactive attitude reflects the company’s broader goal of cultivating an adventurous spirit among Americans, ultimately encouraging them to travel more sustainably. The figures are impressive too; Intrepid aims to welcome 100,000 American travelers in the upcoming year, setting the stage for its ambitious roadmap towards achieving $500 million in sales by 2030.
To facilitate this growth, Intrepid will allocate a staggering $50 million towards marketing over the next two years. This investment will fund the expansion of product offerings, the enhancement of their lodging portfolio, and the production of travel-related literature. The intent is not merely to increase sales but to enhance the overall travel experience for consumers, providing them with curated experiences that resonate with their interests.
One of the most fascinating components of Intrepid’s expansive strategy is its commitment to bolstering its accommodations portfolio. Currently operating only two hotels, one each in Australia and Vietnam, Barnes suggests an “ambitious” plan to expand to 15 to 20 new hotels by 2030. This initiative underscores Intrepid’s desire to become a key player in the sustainable hospitality sector.
Through a joint venture with CABN, an off-grid accommodation provider, Intrepid Travel is innovating the way travelers experience their destinations. One notable objective is to establish a hotel presence in the United States, further solidifying their investment in local economies.
In addition to its growth in accommodations, Intrepid Travel plans to unveil a series of meticulously curated trips aimed specifically at American tourists. Over the next 18 months, these new itineraries will cater to a variety of preferences, covering destinations in North and Latin America, as well as Europe. Furthermore, after acquiring Wildland Trekking in Arizona, Intrepid aims to promote a greater appreciation for domestic travel among its clientele. This move allows Intrepid to help Americans explore their own natural wonders while contributing to local economies.
The response to the need for more sustainable travel should be framed as not just an option but an expectation. With a dedicated emphasis on local partnerships, Intrepid is set to champion BIPOC-owned businesses throughout the country. Their commitment aligns with a broader mission of ensuring that the benefits of tourism extend to the communities that make these travel experiences possible—a sentiment echoed in Barnes’s assertion that “money going into local economies” is a significant focus for the company.
Intrepid Travel recognizes that the tourism industry must prioritize sustainability, diversity, equity, and inclusion (DEI) to remain relevant. In contrast to certain external pressures aiming to limit DEI initiatives, the company has reiterated its commitment to these values, ensuring a future that resonates with broader social changes. Intrepid’s foundation, awaiting 501c3 status, will bolster their efforts in promoting social responsibility.
In Australia, Intrepid already boasts over 100 First Nations experiences, fostering respect and understanding of Indigenous cultures. Not content to stop there, the company also employs and supports Indigenous porters in various destinations such as Peru. In the United States, partnerships with local Indigenous artists and businesses in locations like Alaska and Utah signal an ongoing commitment to empowering historically underrepresented groups.
Intrepid’s growth strategy in the U.S. market is not solely about increasing consumer numbers but also about enhancing the travel experience through localized offerings. Urban Adventures, a part of Intrepid’s portfolio, aims to provide unique city tours led by local guides, spotlighting the rich cultural landscapes of cities like New York and Seattle. Simultaneously, the recent release of “The Intrepid List” serves as a guide to 100 unique experiences that the company hopes will inspire adventure seekers and casual travelers alike.
Intrepid Travel’s mission to become a quintessential part of American travel culture is clear and multifaceted. The strategic initiatives—ranging from a strong marketing investment, accommodation expansion, localized tours, and a firm stance on sustainability—form the bedrock of their ambitious growth plan. By staying true to their ethos of responsible travel, they are not only capturing the hearts of American travelers but also making significant contributions to local communities and the environment.
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