Intrepid Travel to appoint a chief impact officer amid extensive UK growth.
- The new role will focus on purpose and impact, reflecting UN Global Compact goals.
- A record financial turnaround marks Intrepid’s best performance in 34 years.
- UK market sales led the growth with a remarkable 29% increase in early 2024.
- UK market growth highlights rising demand for sustainable travel experiences.
Intrepid Travel has announced plans to appoint a chief impact officer, a new senior role to be based in the UK or the US, marking a significant shift as this is the first time such a position will be located outside the company’s traditional bases in Australia and Asia. This role will oversee key areas such as advocacy, legislation, and decarbonisation, aligning with the company’s commitment to the United Nations Global Compact Faster Forward initiative.
This move is part of Intrepid’s response to its record-breaking performance, attributed to a growing global appetite for sustainable and experiential travel. The first two months of 2024 saw the UK emerge as Intrepid’s fastest-growing market, with a 29% increase in sales compared to the previous year. This surge in the UK market underscores the effectiveness of Intrepid’s strategic investment in building brand awareness and emphasising sustainable travel.
Chief executive James Thornton noted that the company’s focus on purpose-led travel has resonated particularly well with UK and US markets, both outpacing the growth of Intrepid’s core markets of Australia, New Zealand, and Canada. Acknowledging the importance of global representation, Thornton emphasised the decision to base the new role in a high-growth market, thereby ensuring an enhanced global profile.
The company’s 2023 financial report revealed a striking £24.6 million turnaround, shifting from a net loss in 2022 to a net profit of £11.2 million in 2023. This financial rebound is a strong validation of Intrepid’s business model, which prioritises low-impact holidays and group travel, aligning with consumers’ increasing awareness of their carbon footprint and preference for responsible travel options.
Thornton highlighted Intrepid’s successful global brand campaign, which began in London in 2022, as a cornerstone of its recent achievements. This initiative has significantly raised consumer awareness and confidence in the brand, contributing to the robust growth in direct consumer bookings, which account for 60% of UK sales while the remaining 40% is through travel agents.
The UK market’s exceptional growth underscores Intrepid Travel’s successful embrace of sustainable and experiential travel, setting a promising precedent for future expansion.
