In an era where travel demand is rebounding post-pandemic, Intrepid Travel—a prominent Australia-based adventure travel company—set its sights on establishing itself as a household name in the United States. Under the leadership of newly appointed President Leigh Barnes, Intrepid is on a mission to capture the hearts of American travelers. This historic moment for the company signals an extensive growth initiative aimed at not just increasing sales, but enhancing the overall travel experience for a new audience. Barnes’ vision emphasizes a blend of curiosity and sustainability that he believes will resonate deeply with American tourists.
The ambitious goal isn’t just about numbers; it’s about cultivating an adventurous spirit among Americans who may not have previously considered sustainable travel options. “My vision is that Intrepid is a household name here in the USA,” Barnes expresses. The company aspires to engage 100,000 new travelers in its journeys just this year alone, laying a strong foundation for a much broader customer base.
Strategic Growth: Sales Goals and Marketing Investments
One of the most significant steps in Intrepid’s strategy involves a hefty $50 million marketing campaign over the next two years. This investment will fund the expansion of product offerings, along with increased visibility and reach in major U.S. markets. With a goal to achieve $500 million in sales by 2030, Intrepid is positioning itself as not just a travel company but an industry leader in sustainable tourism.
The incorporation of more diverse offerings—including new itineraries tailored specifically for North and Latin American travelers—is central to this growth blueprint. Additionally, by acquiring Wildland Trekking, Intrepid is poised to elevate the travel experience in the United States, thus enabling travelers to explore their own backyards with greater ease.
Amidst these aggressive growth plans, Intrepid remains steadfast in its commitment to sustainability and diversity, equity, and inclusion (DEI) efforts. In light of the shifting political climate in the U.S., which has seen some attempts to limit corporate DEI initiatives, Barnes reinforced that Intrepid maintains its ethical values as a core part of its identity.
The company’s operations extend beyond merely promoting travel; they also encapsulate a broader social responsibility. Having already incorporated over 100 First Nations experiences in Australia and employing Indigenous porters in Peru, Intrepid plans to expand these initiatives Stateside. Local partnerships with BIPOC-owned businesses and Indigenous suppliers in regions such as Alaska and South Dakota are just a few of the ways the company aims to uplift marginalized communities, thereby intertwining tourism with social integrity.
Part of Intrepid’s broader strategy to infiltrate the U.S. market involves the introduction of city tours in key urban areas. Through its Urban Adventures initiative, the company will create an avenue for both locals and travelers to engage deeply with their environments. Cities like New York and Seattle will soon see immersive experiences led by local guides, shifting the focus from mere sightseeing to authentic cultural experiences. This can not only foster a stronger connection between travelers and their destinations but also create a sustainable tourism ecosystem benefiting local economies.
Furthermore, Intrepid has launched its inaugural travel-themed book, “The Intrepid List,” featuring 100 adventure experiences designed to spark wanderlust. This innovative foray into book publishing is yet another channel to weave the Intrepid narrative into the daily lives of potential travelers.
As Intrepid Travel embarks on this monumental journey to establish itself in the U.S. market, the stakes are high, but so are the rewards. With a combination of ambitious sales goals, a robust marketing plan, and an unwavering commitment to sustainability and social responsibility, the company is poised to revolutionize how Americans perceive and engage with travel.
When travelers choose Intrepid, they are not merely choosing a travel agency; they are participating in a mission to create meaningful experiences while giving back to local communities. By fostering a spirit of curiosity and sustainable exploration, Intrepid aims to redefine adventure travel for a new generation of explorers—an endeavor that could very well set a new benchmark in the industry.