The travel landscape is evolving, and companies are constantly vying for greater visibility and market share. Among these players, Intrepid Travel—a renowned Australian travel company—has set its sights on becoming a household name in the United States. This comes at a time when interest in sustainable and experiential travel is burgeoning, making it an opportune moment for expansion. By appointing Leigh Barnes as the president of the Americas, Intrepid aims to spearhead its growth strategy in what it considers the most crucial market for the company’s future. Barnes has articulated a vision that transcends mere commercial ambitions; his goal is not just to increase numbers but to foster a deeper sense of curiosity among American travelers, encouraging them to engage with the world in a meaningful way.
Intrepid Travel has set an ambitious financial target, aspiring to reach $500 million in annual sales by the year 2030. In pursuit of these goals, the company plans a two-year marketing blitz with a whopping budget of $50 million, focused on attracting 100,000 American travelers to its unique itineraries. Part of this strategy involves an expanded portfolio of travel offerings, including a diverse selection of shorter trips focused on Central and South America, as well as Europe. Furthermore, the company is working on increasing its accommodation options significantly—from the current two lodges in Australia and Vietnam to an ambitious target of 15 to 20 new hotels globally, including potential locations in the U.S. by 2030.
These efforts reflect a pragmatic approach to addressing American travelers’ desires for more accessible, varied, and enriched travel experiences while aligning with the wider trend towards responsible tourism. By enhancing their lodging options and adding curated itineraries tailored specifically for North and Latin American travelers, Intrepid is positioning itself as a leader in a competitive market.
In an era where corporate social responsibility is becoming a necessity rather than a luxury, Intrepid has made it a point to maintain its commitment to sustainability, as well as diversity, equity, and inclusion (DEI). Despite a national climate that has seen some backing away from these initiatives, Intrepid remains steadfast. The company is on track to achieve 501(c)(3) status for its nonprofit arm, the Intrepid Foundation, further signaling its dedication to social responsibility.
Barnes emphasized the importance of sticking to the company’s core values, stating, “It’s important to us that Intrepid remains true to its mission of fostering sustainable practices.” This ethos resonates particularly in their collaborations with Indigenous communities in Australia and beyond, showcasing a commitment to authentic, enriching experiences for local populations. Their work with Indigenous suppliers in various states including Alaska and South Dakota is a noteworthy aspect of their U.S. growth plan.
One of the most critical dimensions of Intrepid’s strategy to embed itself in the American market lies in their commitment to economic empowerment. By partnering with local and BIPOC-owned businesses, the company aims to ensure that their tourism dollars flow back into the communities they visit. Barnes remarked, “One of the most powerful forms of tourism is money going into local economies.” This approach not only enhances the travel experience but also creates a positive ripple effect within local communities.
Further, the company is focused on advocating for women’s rights and empowering women in the tourism sector. This commitment is integrated into both their operational model and marketing strategy, demonstrating an understanding that modern travelers increasingly seek brands that embody social consciousness.
To further engage potential travelers, Intrepid plans to introduce city tours in major American hubs like New York, Boston, and Seattle. These Urban Adventures are designed to provide an enriched experience through local guides who can offer unique insights into the cities, appealing to both visitors and locals alike. Additionally, the launch of their book, “The Intrepid List,” is another innovative move aimed at inspiring adventure seekers by curating 100 memorable experiences.
Both initiatives reflect a thoughtful approach to brand engagement that goes beyond traditional advertising methods. By directly involving potential customers in authentic experiences and storytelling, Intrepid seeks to differentiate itself from competitors and cultivate a loyal customer base.
Intrepid Travel’s ambitious plans for growth in the American market underline a vital transformation in the travel industry, focusing on sustainability and community empowerment. By combining targeted marketing efforts, strategic partnerships, and a steadfast commitment to their values, Intrepid aims not only to thrive but also to redefine what travel can mean in the 21st century. As they work to instill a sense of curiosity in the American public, it will be fascinating to see how their initiatives unfold and shape the future of travel in a post-pandemic world.