Intrepid Travel, a well-known tour operator, has recently decided to enter the lodging industry with an acquisition strategy aimed at enhancing the overall travel experience of its customers. Over the last three years, Intrepid has added two hotels to its portfolio, one in Australia and the other in Vietnam. These acquisitions include the Daintree Ecolodge in North Queensland, Australia, and the Hoi An Field Boutique Hotel in Hoi An, Vietnam. Additionally, Intrepid has a 50% joint venture with off-grid accommodations company CABN.
In June, Intrepid appointed Celine Hurelle, a veteran of the hotel industry, to lead its expansion into accommodations. Hurelle, with 24 years of experience at Accor, including as the global head of the Sofitel brand, is tasked with identifying opportunities to acquire accommodations that align with Intrepid’s commitment to responsible travel. This move is in line with the vision set by Intrepid’s co-founder and chairman, Darrell Wade, who has envisioned the company’s expansion into the hotel sector for over a decade.
Intrepid’s approach to accommodations is unique in that it aims to transform the traditional hotel experience into a more enriching and memorable one. Recognizing that hotels are a crucial but often overlooked aspect of travel, Intrepid seeks to make them an integral part of its travel offerings. By focusing on destinations where they conduct the most tours, Intrepid plans to acquire properties that can offer an authentic local experience to its guests. This could involve keeping the original identity and branding of some properties while co-branding others with the Intrepid name.
With plans to target the Pacific Northwest in the United States for future hotel acquisitions, Intrepid aims to capture new customers by offering unique and immersive experiences. Properties such as glamping sites and eco-resorts are at the top of their list, as they can seamlessly integrate with Intrepid’s tour itineraries. By owning hotels with established brand identities, Intrepid hopes to introduce travelers to the distinct offerings of the company and create lasting connections.
Entering the lodging sector is a bold move for a tour operator like Intrepid, with Robert Cole, a lodging and leisure analyst at Phocuswright, highlighting the challenges inherent in vertical integration. While companies like TUI and Education First have successfully ventured into multiple verticals, the hotel industry demands specialized skills and substantial capital. With Hurelle’s extensive experience and expertise, Intrepid is poised to navigate the complexities of the competitive lodging industry and establish a strong foothold.
Intrepid Travel’s foray into the hotel sector represents a significant strategic shift that underscores the company’s commitment to enhancing the overall travel experience for its customers. By acquiring unique and locally immersive properties, Intrepid aims to create unforgettable moments for its guests and expand its reach in the travel industry. With a focus on responsible travel and authentic experiences, Intrepid’s expansion into accommodations is poised to set a new standard in the tourism sector.