Intrepid Travel has snapped up The Edge of the Bay in Coles Bay, Tasmania, not just to offer another place to stay but to rewrite the playbook on what purpose-driven accommodation can look like. in Coles Bay, Tasmania, not just to offer another place to stay but to rewrite the playbook on what purpose-driven accommodation can look like.
From family-run to future-focused
The 20-room property, perched on 18 acres with wide-open views of Wineglass Bay and The Hazards, is the second Australian site in Intrepid’s growing global accommodation strategy. with wide-open views of Wineglass Bay and The Hazards, is the second Australian site in Intrepid’s growing global accommodation strategy. Next stop? Twenty properties worldwide by 2028, each grounded in sustainability, storytelling and strong local ties.
The Edge of the Bay has been family-run since 1980, established by Jill and Ray Johnston. It will keep operating as usual for now, with Intrepid introducing changes over time that focus on community connection and environmental impact.
“Our approach to accommodation is underpinned by a commitment to preserving culture, fostering connection, supporting communities and boosting travel’s economic contribution within the local community,” said Intrepid CEO James Thornton.
“We’re bringing our 35 years of experience operating locally led tours in 118 countries to the accommodation space, giving our customers another way to be Intrepid, while ensuring tourism continues to benefit the people who call these places home.”
The company will develop new guest experiences in collaboration with the local community, and will work with the Palawa people, the traditional owners of the land, to conduct a cultural heritage assessment. in collaboration with the local community, and will work with the Palawa people, the traditional owners of the land, to conduct a cultural heritage assessment.
Backing Tasmania’s global appeal
Tourism Tasmania CEO Sarah Clark said the investment signals confidence in Tasmania’s global appeal. the investment signals confidence in Tasmania’s global appeal.
“Tasmania is quickly becoming a must-visit destination for global travellers seeking authentic and enriching experiences. Whether exploring ancient rainforests or pink granite mountain-tops, savouring fresh local produce or participating in experiences that have a positive impact, Tasmania presents a remarkable opportunity for international adventurers to connect with nature while indulging in premium food and produce.
“Intrepid’s investment is a strong show of confidence in Tasmania as a destination and will help extend the local benefits of tourism further across our seasons.
“It’s also a timely reminder of the value of long-term, sustainable investment in places that matter to locals and visitors alike,” said Clark.
Tourism plays a major role in Tasmania’s economy, supporting around 50,800 filled jobs, or 15.6 per cent of all filled positions across the state. Tourism supports around 50,800 filled jobs in Tasmania, accounting for 15.6 per cent of all positions across the state—the highest proportion of any state or territory in Australia.
Partnering for conservation and impact
Intrepid will embed its conservation partner Greening Australia into the site by introducing nature-based guest experiences and supporting environmental projects through its not-for-profit arm, The Intrepid Foundation.
“It’s exciting to see Intrepid take on a site that sits so closely with nature, helping visitors connect more deeply with what makes this part of the world so special,” said James Murray, Philanthropic Partnerships Manager at Greening Australia.
“We’re looking forward to working together as we restore nature, care for the land and its biodiversity, and explore what’s possible when tourism supports the health and future of our environment.”
Lessons from the Daintree
The Coles Bay property follows Intrepid’s 2023 acquisition of the Daintree Ecolodge in Far North Queensland. of the Daintree Ecolodge in Far North Queensland. Since then, the Queensland lodge has installed solar power, introduced advanced wastewater systems, composting, vegetable gardens and removed single-use plastics. It is also certified as a B Corp under Intrepid’s ownership.
The Daintree property hit 81 per cent occupancy in 2024, scored a Net Promoter Score (NPS) of 97, and more than doubled its Average Daily Rate (ADR). Through a partnership with Rainforest Rescue, it also raised $24,000 for conservation via The Intrepid Foundation.
Global ambitions, local roots
The Tasmania acquisition is part of a global rollout that includes a 17-room riad in Marrakech, Morocco. Located just five minutes from the medina, the traditional guesthouse will open in July 2025. Culinary experiences, both onsite and in the city, will be delivered in partnership with the Amal Association, which provides professional cooking training to women in Morocco.
Intrepid has also signed a multi-year lease on a hotel in Hoi An, Vietnam. The company is aiming for a network of 20 properties globally within the next three years.
“At the heart of this strategy is Intrepid’s accommodation philosophy: to offer an immersive stay that acts as a gateway to explore the destination and connect meaningfully to its community, culture and environment, while providing a comfortable base to relax,” said Celine Hurelle, General Manager of Accommodation at Intrepid.
KARRYON UNPACKS: Intrepid’s Coles Bay buy signals a shift: purpose-led stays that agents can book without a tour, built for travellers who want meaning with their mattress.
