Intrepid Travel, known for its adventurous tours around the world, is now expanding into the lodging industry. With an acquisition strategy in place, the company aims to enhance the overall travel experience for its customers by providing unique accommodations. Over the past three years, Intrepid has made significant moves in this new direction. This includes acquiring the 15-room Daintree Ecolodge in North Queensland, Australia, and entering into a three-year lease agreement with the 19-room Hoi An Field Boutique Hotel in Vietnam. Additionally, Intrepid has a 50% joint venture with the Australia-based off-grid accommodations company CABN.
In order to lead this expansion into accommodations, Intrepid has brought on board Celine Hurelle, a seasoned veteran in the hotel industry. Hurelle, who spent 24 years at Accor and was previously the global head of the Sofitel brand, now works closely with executive leadership to identify opportunities that align with the company’s ethos of responsible travel. According to Matt Berna, Intrepid’s president of the Americas, this move into hotels has been a long time coming. Co-founder and chairman Darrell Wade has envisioned this as part of the business for over a decade, and now, with the necessary resources and momentum, it is becoming a reality.
Intrepid’s approach to accommodations is centered around transforming what is often a mediocre or forgettable part of travel into a memorable and enriching experience. Berna emphasizes the importance of hotels as a vital aspect of travel that can sometimes be overlooked. The question Intrepid aims to answer is: how can they make accommodations a more immersive part of the overall travel experience? By focusing on acquiring hotels in destinations where they run the most tours, Intrepid is strategically integrating accommodations into their customer’s journeys.
One of the key goals for Intrepid is to capture new customers by owning and operating hotels. By providing unique accommodations that offer an authentic local experience, Intrepid hopes to attract travelers who may not have previously considered their tours. The company plans to target the Pacific Northwest in the U.S. as their initial market for hotel expansion. Properties such as glamping sites and eco-resorts are high on the list, as they can seamlessly integrate into Intrepid’s tour itineraries.
Entering the hotel industry is not without its challenges and risks. Intrepid acknowledges the competitive nature of the hotel business and the need for a specialized team with the right skill sets to lead the strategy successfully. According to lodging and leisure analyst Robert Cole, vertical integration in the travel industry requires substantial investment and expertise. While companies like TUI and Education First have successfully ventured into accommodations, Intrepid is charting its own path with a focus on unique and immersive experiences for its customers.
Intrepid Travel’s move into the accommodations sector marks an exciting new chapter for the company. With a clear vision, strong leadership, and a commitment to providing memorable experiences for its customers, Intrepid is poised for success in this competitive landscape. As they continue to acquire and operate hotels around the world, the company’s dedication to responsible travel and authentic experiences sets them apart in an industry where creating lasting memories is paramount.
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