Intrepid Travel, an Australia-based adventure travel operator, is making strategic adjustments to carve out a larger niche in the American tourism landscape. With the goal of becoming a familiar name among American travelers, the company has brought in Leigh Barnes as the new president of the Americas. This appointment marks a pivotal point in Intrepid’s objective to foster curiosity and inspire wanderlust within a diverse array of American consumers. As Barnes articulately stated, the aim is straightforward: to cultivate a community of “intrepid people” eager to embrace sustainable and transformative travel experiences.
With a target of achieving $500 million in sales by 2030, Intrepid’s immediate directive is ambitious yet achievable: attract 100,000 American travelers within the next year. To elevate their marketing efforts, the company has earmarked $50 million over the next two years, demonstrating a robust commitment to engaging the American audience. But this financial backing is just the tip of the iceberg; a wider range of travel experiences, improved lodging options, and new travel publications are also on the initiative’s agenda.
One of the key components of Intrepid’s expansion strategy involves enhancing their lodging capabilities. Currently operating only a couple of hotels in Australia and Vietnam, the company has set its sights on developing 15 to 20 new accommodations. This ambitious lodging expansion includes a collaboration with CABN, an Australia-based firm that specializes in off-grid housing solutions. The long-term vision is to establish a hotel in the United States by the year 2030, which could serve as both a base of operations and an anchor for further growth.
In addition to acquiring Wildland Trekking in Flagstaff, Arizona, which will help Americans appreciate their own wilderness, Intrepid also plans to unveil new itineraries that cater specifically to American interests. These will include shorter trips designed to connect travelers with the cultural and natural allure of both North and Latin America. The foresight to create travel experiences tailored for American customers may prove pivotal in increasing engagement and fostering brand loyalty.
While blazing new trails, Intrepid Travel remains deeply committed to sustainability and community support. Despite challenges faced in corporate America regarding diversity, equity, and inclusion (DEI) initiatives, Barnes assured that the company’s dedication to these values remains unwavering. Intrepid’s nonprofit arm, the Intrepid Foundation, is on track to receive 501c3 status, further solidifying its capacity for positive impact.
Intrepid has a long history of incorporating Indigenous experiences into their offerings, with over 100 First Nations experiences available on their Australian itineraries. Internationally, the company employs over 300 Indigenous porters in Peru and actively engages in efforts to promote their rights and welfare. This precedence sets a powerful example of how tourism can beneficially connect travelers to local communities, particularly through partnerships with BIPOC-owned businesses across America.
Barnes emphasizes the transformative power of economic contributions to local communities, noting that, “One of the most powerful forms of tourism is money going into local economies.” By championing women’s rights and encouraging female participation in tourism, Intrepid is positioning itself as a socially responsible leader in the travel industry.
To establish its presence in the U.S., Intrepid plans to introduce potential travelers to its brand through city tours in major metropolitan areas. These Urban Adventures day tours are designed to provide authentic local experiences led by knowledgeable guides, allowing both tourists and locals to explore cities like New York, Boston, and Seattle more intimately. This grassroots approach can substantially enhance brand visibility and emotional connectivity with prospective travelers.
Additionally, Intrepid’s foray into book publishing is an innovative strategy that aims to inspire adventure. The release of “The Intrepid List,” a compilation of 100 unique experiences, serves as both a marketing tool and a source of adventure education for eager travelers. It offers insights that can ignite the adventurous spirit in readers while extending the company’s reach beyond traditional platforms.
Intrepid Travel’s ambitious roadmap for growth in the American market exemplifies a multifaceted approach to increasing brand awareness, community engagement, and sustainable tourism. With a steadfast commitment to their core values and an innovative spirit, they are poised to become not just a name, but a movement, that resonates with the evolving landscape of traveler expectations and responsibilities.