Intrepid Travel, known for its adventure tours around the globe, has decided to venture into the world of lodging by acquiring hotels in various destinations. This move is aimed at enhancing the overall experience for travelers on Intrepid trips, ensuring that accommodations align with the company’s ethos of responsible travel.
The acquisition strategy started a few years ago, with Intrepid adding two hotels in Australia and Vietnam. The company acquired the 15-room Daintree Ecolodge in North Queensland, Australia, and recently entered into a lease agreement with the 19-room Hoi An Field Boutique Hotel in Hoi An, Vietnam. Additionally, Intrepid has a 50% joint venture with Australia-based off-grid accommodations company CABN. The expansion into accommodations is led by hotel industry veteran Celine Hurelle, who brings 24 years of experience from Accor, where she was the global head of the Sofitel brand.
Intrepid’s goal is to transform the traditional hotel experience into something more enriching and immersive for travelers. Matt Berna, president of the Americas at Intrepid, expressed that hotels are often overlooked aspects of travel that could be mediocre or negative. By acquiring hotels in destinations where Intrepid conducts most tours, the company aims to provide unique experiences that align with its brand ethos.
One of the key focuses for Intrepid is to offer an authentic local experience for its tour guests. The company plans to retain the identity and branding of certain properties, while others may be co-branded with the Intrepid logo. By owning hotels that have a strong brand identity and loyal customer base, Intrepid aims to capture new customers and introduce them to the world of responsible travel.
Venturing into the lodging industry poses challenges and risks, as noted by lodging and leisure analyst Robert Cole. The success of hotels requires a specialized team, the right skill sets, and substantial investment. While companies like TUI and Education First have successfully integrated accommodations into their business models, Intrepid is joining the competitive industry with the guidance of Celine Hurelle, who brings a wealth of experience from her time at Accor.
Intrepid Travel’s foray into the world of lodging marks a significant expansion for the company, allowing it to offer a more comprehensive travel experience to its customers. With a focus on authenticity, responsible travel, and unique accommodations, Intrepid is poised to make a mark in the hospitality industry.