Intrepid Travel has outlined its clear vision to change the way we all see the world. From a new brand identity focused on the joy of travel, to ambitious growth plans and a revamped portfolio of trips focused on ethical and responsible experiences, post-pandemic travel just got more meaningful.
For the first time in more than 15 years, the world’s largest travel B Corp company, Intrepid Travel, has unveiled a new mission, vision and purpose that aims to define the next chapter for the company.
Beyond its new visual identity, Intrepid Travel says its rebrand outlines a clear vision that is focused on empowering communities, protecting the planet and creating a more equitable experience for all travellers.
As part of the announcement, the company has also revealed a new global portfolio of travel experiences that will bring the company’s renewed purpose to life.
“Intrepid’s new brand identity is so much more than a new logo and look,” said James Thornton, CEO of Intrepid Travel.
“We’ve reflected on the past 18 months and leveraged our strengths, purpose and ambition to look to a brighter and more connected future. I couldn’t be more excited to see joy brought back to travel – while renewing our focus on advocating for our planet and its people.”
Intrepid Travel’s new visual identity has been unveiled for the first time in its brand launch video, which outlines the important changes being made in the company’s pursuit to be the best travel company for the world.
As part of its brand refresh, Intrepid Travel has made four noteworthy changes including its first-ever product statement, a new vision, mission, and purpose:
Sustainable, Experience-Rich Travel
For the first time, Intrepid Travel has introduced a product statement into its brand book. This singular product statement, Sustainable, Experience-Rich Travel, acknowledges that sustainability and travel are not mutually exclusive, in fact, Intrepid believes travelling in a way that empowers communities and protects the planet creates a better experience for travellers.
Beyond its product statement, Intrepid has been retooling its offerings over the past 18 months ahead of this rebrand.
Its trips will have a renewed focus on wildlife and environmental conservation, disability support, preservation of indigenous and minority cultural traditions, gender equality and empowerment, as well as skills training and education.
Changing the way we all see the world
Intrepid Travel is focusing on building a more human and inclusive brand. Its new company vision which provides clear direction for all facets of its business is subtle but important: it has been updated from “changing the way people see the world” to “changing the way we all see the world.”
One step taken to create a more inclusive brand is the company’s newly launched Global Ethical Marketing Policy and forthcoming Ethical Marketing Guidelines.
The guidelines, which have been created in collaboration with six external consultants who are experts in areas like BIPOC travel, LGBTQIA+, size inclusivity, modern colonialism, and impact/greenwashing, will create and sustain accountability around allyship within Intrepid Travel’s external communications.
We exist to inspire, create, share and lead the best travel experiences ever – for both people and the planet
Intrepid Travel’s revamped purpose as a company has evolved to benefit both people and the planet. The company’s new purpose statement, We exist to inspire, create, share and lead the best travel experiences ever – for both people and the planet, builds on the B Corp certified, carbon-neutral tour company’s long-standing track record as a leading sustainable, ethical tour operator, ensuring both people and the planet are considered in every decision and department within the business.
In its pursuit of operating in line with best practices for the earth and all its inhabitants, Intrepid Travel became the first and only tour operator in the world with verified science-based climate targets in October 2020, open-sourced a decarbonisation guide and animal welfare toolkit for other travel companies to implement in their own operations and will recertify as the world’s largest travel B Corp in December 2021.
Intrepid Travel has also embedded gender equality into its 7-point climate action plan and has created a new email address – accountability@intrepidtravel.com – so that the public can hold the company accountable, bringing any potential non-inclusive issues to the attention of its staff to address and improve upon.
To create positive change through the joy of travel
Intrepid Travel’s mission, To create positive change through the joy of travel, will prove that what makes travel fun can also make it responsible.
Oftentimes the experiences that bring travellers the most joy are ones that benefit the planet and its people, such as community-based tourism, which provides economic and social benefits to locals while offering travellers an immersive and authentic view of a community’s heritage and cultural practices.
The business’ new mission will be supported by the company’s growth, as the increased success of the business provides more opportunities to use its influence and finances to support the planet and its people.
By 2025, Intrepid Travel aims to become the first $1 billion dollar adventure travel company and travel B Corp.
The company says it will balance its purpose and profit to fuel its growth, to in turn create more opportunities for global travellers to adventure responsibly while continuing to advocate for and support the world’s most pressing issues, such as climate action, inclusivity and addressing global inequity.
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