Intrepid Travel, a prominent small group tour and adventure travel operator, is focusing on reducing its carbon footprint while expanding its business. CEO James Thornton discussed the company’s efforts to reduce internal flights by 4,000 this year and introduce 40 new train itineraries to promote slow travel. The company experienced an increase in climate-related incidents in 2023, prompting a need for diversified offerings and destinations to adapt to these changing conditions.
Thornton emphasized Intrepid’s commitment to responsible tourism and reducing emissions. The company has a history of participating in initiatives like the Science Based Targets program. By removing internal flights and promoting local transport options, Intrepid aims to decarbonize its itineraries and mitigate its environmental impact. Thornton acknowledged the rise in climate disasters and highlighted the importance of having in-destination teams to provide up-to-date information and make necessary adjustments to itineraries in response to natural disasters.
Intrepid has expanded its offerings to include accommodations, with investments in properties like an eco-lodge in Queensland and off-grid cabins in South Australia. The company plans to open new accommodations in locations like Morocco and Scandinavia, with a focus on eco-friendly options like riads and eco-lodges. The hiring of a dedicated accommodation strategy lead, Celine Hurelle, reflects the company’s commitment to expanding into the lodging sector to meet demand and provide additional touchpoints with customers beyond traditional adventure tours.
The decision to venture into accommodations was driven by the need to address supply challenges in popular destinations like Marrakech and provide customers with more opportunities to engage with the Intrepid brand. By offering unique accommodation options, the company aims to attract and retain customers who may not always choose traditional adventure tours. This expansion into accommodations is viewed as a way to grow beyond Intrepid’s core focus on small group adventures and further establish the brand in the travel industry.
Intrepid’s move towards investing in accommodations marks a strategic shift for the company, signaling a broader approach to its offerings beyond traditional tours. By establishing a presence in the lodging sector, Intrepid aims to enhance customer experiences, expand its reach, and provide sustainable and responsible travel options for its clientele. With a focus on reducing its carbon footprint and adapting to climate-related challenges, Intrepid continues to position itself as a leader in the travel industry with a commitment to environmental stewardship and responsible tourism practices.
