Intrepid Travel, an Australian adventure travel company, has set its sights on the North American market with a bold mission: to become a household name across America. By strategically appointing Leigh Barnes as president of the Americas, the organization aims to solidify its presence in what is fast becoming its most vital segment. In an insightful conversation with Travel Weekly, Barnes laid out an expansive growth blueprint for the company, outlining plans that will not only boost American travelers’ engagement but also foster a deeper sense of curiosity and exploration among them.
Barnes emphasized his vision of making Intrepid synonymous with sustainable travel in the U.S. “We see a vast opportunity to encourage intrepid people to travel sustainably and enjoy remarkable experiences,” he stated. The company is aiming for significant milestones, including a lofty sales target of $500 million by 2030, but more immediately, it seeks to have 100,000 American adventurers embark on its journeys this year. To realize this vision, Intrepid Travel has earmarked $50 million for aggressive marketing campaigns over the next two years and intends to enhance its travel offerings significantly.
In addition to tapping into a larger traveler base, Intrepid is also focused on diversifying its accommodation options. With ambitious plans to grow its lodging portfolio from just two hotels in Australia and Vietnam to 15-20 properties globally, Intrepid’s efforts demonstrate a clear commitment to enhancing travelers’ experiences. Current partnerships, such as the one with CABN, which specializes in sustainable off-grid accommodations, underscore the company’s dedication to environmentally conscious travel.
Moreover, a significant part of the initiative includes unveiling a variety of new itineraries tailored specifically for American preferences. As part of this expansion, travelers can expect shorter trips to Central America, South America, and Europe, along with curated experiences in both North and Latin America. The recent acquisition of Wildland Trekking in Flagstaff, Arizona, is expected to significantly boost domestic tourism, allowing more Americans to explore their own natural landscapes and enjoy the wonders of their backyard.
Intrepid Travel’s commitment to sustainability goes hand in hand with its push to enhance diversity, equity, and inclusion (DEI) initiatives. Even in a shifting political landscape that may challenge such efforts, Barnes reassured that the company’s core values will remain steadfast. One notable advancement is the pursuit of 501c3 status for the Intrepid Foundation, which empowers the company’s philanthropic endeavors worldwide. In Australia, Intrepid offers over 100 experiences that highlight Indigenous cultures, and in Peru, the company employs more than 300 Indigenous porters, actively fostering their rights with the help of social work professionals.
As the company expands into the U.S. market, it is dedicated to forming partnerships with BIPOC-owned businesses and local communities. By enhancing existing collaborations with Indigenous suppliers in states like Alaska and Utah, Intrepid seeks to not only stimulate local economies but also to promote women in the tourism industry. Barnes stresses the impact of supporting local businesses, stating, “One of the most powerful forms of tourism is money going into local economies, and we’re committed to ensuring that happens.”
A crucial component of Intrepid Travel’s strategy involves increasing brand visibility through city tours in major U.S. locales. With offerings under its Urban Adventures banner, these tours allow travelers—or even local inhabitants—to discover cultural gems through the eyes of local guides in cities like New York and Seattle.
Additionally, the company is venturing into the realm of publishing as a method of engaging prospective travelers. The launch of their inaugural book, „The Intrepid List,“ provides 100 adventurous experiences designed to ignite wanderlust among readers, functioning both as a marketing tool and a source of inspiration.
With a tightly woven fabric of sustainable practices, community engagement, and innovative marketing strategies, Intrepid Travel is on an ambitious journey to redefine the travel landscape in America. As the company seeks to instill wanderlust in the hearts of American travelers, it holds a promise of better experiences that are not only fulfilling but also responsible, paving a brighter path for the future of adventure tourism. By focusing on awareness, inclusivity, and sustainability, Intrepid Travel is set to inspire many to venture into the world—intrepidly.
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