From humble beginnings (a two-person operation working out of co-founder Darrell Wade’s garage in Melbourne) to a globally recognised leader in purpose-led travel, with 35 offices worldwide and some 3,000 staff, Intrepid Travel has come a long way in three and a half decades.
On Wednesday night, at a gathering of travel industry leaders and partners (including Karryon) in Melbourne to mark the company’s 35th birthday, Intrepid Australia and New Zealand Managing Director Brett Mitchell encapsulated the milestone with a spirited message: “This is a celebration of Intrepid’s 35 years, but Intrepid typically doesn’t look in the rearview mirror… we look forward.”
And looking forward is precisely what Intrepid has and continues to set out to do.
With a robust strategy for the coming years and an unwavering commitment to travel as a force for good, Intrepid is setting out to help shape the future of the tourism industry. At the event, it shared some of its plans with travel industry partners who had travelled from across Australia and New Zealand to attend.
As Intrepid bids to become one of Australia’s leading travel lifestyle brands, as well as boost contact with its community of travellers who are “craving for experiences more often” with Intrepid, Mitchell flagged three things the company is aiming to do: Growing its travel-style category, which includes increasing spend, being more on brand and working with partners; getting into domestic travel, which he says is a huge market and will enable Intrepid to diversify its business; and growing its presence in the accommodation space, particularly in remote areas with “hyper-local, community-centric, nature-based experience-led, style of accommodation” – like its recent acquisition of the Daintree Ecolodge.
However, according to Mitchell, eco-friendly, experience-rich, small-group tours remain the heart of Intrepid’s offerings, noting an impressive 18 per cent increase in Intrepid’s Australia and New Zealand markets for 2024.
Scaling up & staying grounded
With “200 of the most influential people in the travel industry in Australia and New Zealand present”, Intrepid CEO James Thornton shared an insightful look at the company’s transformation from a niche adventure operator into a powerhouse of sustainable travel.
Thornton explained that Intrepid’s growth hadn’t been accidental but the result of a relentless dedication to sustainability, responsible tourism, and community engagement, all of which have been embedded in its DNA since its founding.
Looking to the future, Intrepid’s 2030 strategy aims to expand its global footprint and solidify its role as a catalyst for change within the travel industry.
To this end, ambitiously, Intrepid will add ten more country offices “over the course of the next year”.
“We’ll open another five or six in Europe, a few in Asia, two or three down in Latin America,” the Intrepid boss said at the event, held at the stunning Lume in Melbourne’s South Wharf.
“That global scale and diversity of our operation is absolutely critical.” And it underscores the importance of having local experts and connections to facilitate positive impacts in communities.
Intrepid is also intensifying its commitment to addressing climate change with plans for broader partnerships, advocacy and tangible action.
In addition to reducing its footprint, Intrepid will seek to influence the broader industry, aiming to set standards for responsible travel that go beyond ticking boxes.
“If we don’t take action collectively as an industry, then legislators will,” Thornton said, acknowledging the growing pressure on the sector to adopt more sustainable practices.
Accommodation with purpose
In a move towards integrated travel experiences, Intrepid is also entering the accommodation sector with a unique approach that puts community and nature at the forefront.
“Beyond the brand, we need other initiatives… in which you will see and feel and touch Intrepid, and so we’re about to invest in an ambitious program to acquire 20 properties over the next three years.” That’s a giant leap from what is currently a portfolio of just three properties.
But Intrepid being Intrepid, these resorts won’t be just places to stay; they’ll be eco-friendly stays that reflect the company’s dedication to conscious tourism. In other words, they’ll be hubs for environmental education and community connection, aligning with Intrepid’s purpose-driven ethos.
22 years of giving back
But Intrepid Travel wasn’t the only brand celebrating an anniversary in Melbourne on Wednesday. The company’s Intrepid Foundation also marked 22 years of operations.
A core pillar of the company’s mission, the Intrepid Foundation supports over 50 partners in 40 countries and has raised millions for local causes that matter deeply to communities around the globe.
From bushfire relief in Australia to earthquake recovery in Morocco, the foundation’s work exemplifies Intrepid’s belief in responsible travel that uplifts those most affected by global challenges.
The foundation’s mission is to harness the power of travel for good and to bring together like-minded travellers and communities to create lasting positive impact. But its role is even more vital today as it addresses urgent issues like climate change, inequality, and disaster relief.
Engaging travellers
To deepen its connection with travellers and inspire future adventures, Intrepid has launched The Intrepid List, a book aimed at fostering a more engaged, informed and connected travel community. You can read more about that in Karryon here.
But alongside the company’s first book, Intrepid’s adventure.com website and growing media presence also aim to help the business foster a stronger sense of community, driving conversations around sustainable travel.
Partnering for success
Intrepid’s success over the years is grounded in its partnerships with local communities, businesses and travel industry players.
Reflecting on these tie-ups, Thornton acknowledged that they are the backbone of Intrepid’s growth and impact.
“The reason why Intrepid is changing the way people see the world is because of the relationships that we’ve nurtured with you. In some cases, 35 years, and in some cases, just a few months,” he told guests.
For Intrepid Travel, these partnerships are more than business connections – they’re a shared commitment to making travel a force for good.
Of course, it wouldn’t be a celebration of Intrepid Travel without a shout-out to the company’s understated founders, Darrell Wade and Geoff Manchester. It was also wonderful to hear Thornton laud Darrell Wade’s wife, Anna Wade, now Intrepid’s Foundation Fundraising Coordinator, as a significant part of Intrepid’s success, helping drive the business forward from the very start.
So congratulations, Intrepid Travel – and here’s to another 35 years of meaningful adventures.
Winner of the Most Outstanding Tour Operator – Global award at NTIA 2024, Intrepid Travel recently reaffirmed its dedication to social and environmental responsibility by ensuring all global team members earn a living wage within one year and continuing its climate change commitments. Read more about that here.
Karryon’s Matt Leedham caught up with Intrepid Travel CEO James Thornton in New York City in September. Read our full interview with him here.
