Intrepid Travel has a new mission, a new vision and a new purpose that will define the next chapter for the company.
For the first time in over 15 years, Intrepid’s rebrand outlines a clear vision focused on empowering communities, protecting the planet and creating a more equitable experience for all travellers.
In announcing its rebrand, Intrepid Travel also revealed a new global portfolio of travel experiences that will bring the company’s renewed purpose to life.
James Thornton, CEO of Intrepid Travel, explained that: “Intrepid’s new brand identity is so much more than a new logo and look. 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.”
The company unveiled its new visual identity for the first time in its brand launch video that outlines the significant 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 that include its first ever product statement, a new vision, mission, and purpose:
Product Statement: Sustainable, Experience-Rich Travel — For the first time, Intrepid Travel has introduced a product statement into its brand book. This singular product statement 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. Of the 880 multi-day tours Intrepid Travel offers, more than 20% (200 tours) didn’t exist before March 2020.
Since the onset of the COVID-19 pandemic, new trips have been introduced in more than 50 countries, including more walking tours, a collection of higher-end Premium adventures, and a range of domestic tours in key source markets, many of which are focused on including experiences that support First Nations and Indigenous communities around the world.
Vision: 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.
For example, under this new policy Intrepid has made over 20 commitments which will reported on annually, such as having at least 50% of its partner creators and influencers from the BIPOC community, creating size inclusive resources for travellers, and publishing a minimum of five stories on its blog centered around the truth of the impact of colonization.
Purpose – “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 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 decarbonization 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 – firstname.lastname@example.org – 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.
Mission: To create positive change through the joy of travel
Intrepid Travel’s mission 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 opportunity 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 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.
In early 2021, the company announced a strategic partnership with France-based investment company Genairgy, which will facilitate the business’ growth strategy in four key areas including digital transformation, product innovation, market expansion and purpose initiatives.
Intrepid is also pursuing several key partnerships and acquisitions with responsibly minded travel and hospitality companies to expand its portfolio and offerings over the next several years. For example, last week the company announced its acquisition of Haka Tours, an Auckland-based travel company that offers a range of trips and travel styles with a focus on authentic cultural experiences of Aotearoa New Zealand that enables Intrepid to expand its global network and operate an enhanced travel product in the region.
For more, go to www.intrepidtravel.com.