For the first time in more than 15 years, tour operator Intrepid Travel is getting a refreshed look.
Intrepid this week unveiled a new mission, vision, purpose, and an updated rebrand as it readies to embark on its next chapter, a chapter that it hopes includes becoming the first $1 billion dollar adventure travel company and travel B Corp by 2025.
“Intrepid’s new brand identity is so much more than a new logo and look,” CEO James Thornton said. “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 evolution of Intrepid's logo. Photo: Intrepid Travel
According to Intrepid, the refresh includes four important changes, which start with its first-ever product statement that has been incorporated into its new look.
“This singular product statement acknowledges that sustainability and travel are not mutually exclusive, in fact, Intrepid believes traveling in a way that empowers communities and protects the planet creates a better experience for travelers,” Intrepid said in the release.
The statement includes an evolution of Intrepid’s tour offerings—the company has added 200 tours since the onset of the pandemic, focusing on serving both the environment and communities around the world.
Next, Intrepid has a new vision, going from “changing the way people see the world” to “changing the way we all see the world,” a shift to what Intrepid sees as a more inclusive brand. The vision includes a newly launched Global Ethical Marketing Policy and forthcoming Ethical Marketing Guidelines.
Intrepid created the guidelines with the help of six external consultants who are experts in areas such as BIPOC travel, LGBTQIA+, size inclusivity, modern colonialism, and impact/greenwashing.
Photo: Intrepid Travel
Then, Intrepid has installed a new purpose and mission for its future.
The purpose, “We exist to inspire, create, share, and lead the best travel experiences ever—for both people and the planet,” builds on its track record as a carbon-neutral, sustainable, and ethical tour operator.
The mission, “to create positive change through the joy of travel,” also builds on that, with community-based tourism that provides both economic and social benefits to locals in communities around the world.