Intrepid Travel has appointed Louise Laing as Vice President of USA Marketing as the company reshapes its North American operations and accelerates growth in the Americas.
Laing, who previously served as Intrepid’s General Manager of Marketing for Australia and New Zealand, will now lead all US marketing activity across brand, media, digital and consumer. She will report to Leigh Barnes, Intrepid’s President of the Americas.
The move is part of a broader regional restructure that splits North America into two separate divisions – the US and Canada – allowing Intrepid to better respond to local market opportunities. Marketing for Canada will continue under Tara McCallum.
Known for her brand-first approach, Laing played a key role in the ANZ region’s post-pandemic rebound, delivering strong year-on-year growth and boosting Intrepid’s brand visibility. Her new role reflects Intrepid’s focus on building long-term brand equity in the US.
“I’m excited to take on this new chapter in the US and expand our brand to reach more local agents and travellers,” Louise Laing said.
“I’ve always believed great marketing starts with great storytelling and Intrepid has one of the best stories in the world. I can’t wait to grow our passionate, local team and connect with more US agents and travellers.”
Currently based in Melbourne, Laing will relocate to Seattle – home of Intrepid’s growing North American HQ – in October.
Her experience spans both agency and in-house roles, including at Booking.com, Tourism Australia and Jetstar. In 2024, she was named a scholar with The Marketing Academy for her leadership and values-driven approach.
“Louise is exactly the kind of bold, creative leader we need as we chart the next era of growth in the US,” Leigh Barnes said.
“She’s already proven what’s possible in ANZ and now she’s bringing that energy, vision, and passion for purpose to the American market.
“This move is more than a promotion it’s a sign of what’s to come as we evolve our leadership model to better serve our travellers, partners, and communities.”
For more info, visit www.intrepidtravel.com/au.
In June, with a billion-dollar budget slash looming over the US.National Park Service, Intrepid Travel invited Aussies to take action (literally) with a new style of purpose-driven trip blending hiking, activism, and advocacy. Read more about that here.
