In episode 219 of the Disruptors for GOOD podcast, I had the pleasure of speaking with James Thornton, CEO of Intrepid Travel, on the company's mission to create positive change through the joy of travel.
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For many conscious travelers, the journey now extends beyond personal enjoyment to include responsible and sustainable choices that benefit both local communities and the environment.
This is where Intrepid Travel, the world’s largest adventure travel company and a certified B Corp, comes into the spotlight.
With over 35 years of experience, Intrepid Travel has pioneered small group adventures that focus on sustainable, immersive experiences.
Episode Takeaways
- Intrepid Travel's mission is to create positive change through the joy of travel.
- Sustainable travel focuses on benefiting local communities and minimizing environmental impact.
- Intrepid's growth strategies include geographic expansion, product diversification, and direct-to-consumer marketing.
- Challenges in the travel industry include geopolitical conflicts, natural disasters, and climate change.
- A career in travel offers diverse opportunities, and research is important when choosing a company to work for.
- Intrepid's future goals include connecting more people and communities and expanding into new sectors.
The Intrepid Travel Experience
At its core, Intrepid Travel is about adventure with a purpose. The company operates over 900 small group tours across 114 countries, allowing travelers to immerse themselves in local cultures, cuisines, and landscapes.
These trips range from trekking in the Himalayas to wildlife safaris in Africa to culinary tours in Italy.
But what makes Intrepid stand out is its commitment to responsible travel that focuses on leaving the lightest footprint possible while creating meaningful experiences.
Highlights of Intrepid Travel:
• Certified B Corporation: Intrepid Travel is the world’s largest travel company to hold B Corp certification, demonstrating a commitment to high social and environmental standards.
• Carbon Neutral: Since 2010, Intrepid has been carbon-neutral, offsetting its carbon footprint to reduce its environmental impact.
• Locally-led Tours: Every tour is led by a local guide, ensuring travelers get authentic insights into the culture while supporting the local economy.
• Small Groups: With a maximum of 16 people per tour, Intrepid offers personalized experiences, reducing the environmental and cultural impact on the destinations they visit.
• Travel for Good Fund: The company donates a portion of its profits to fund community-based initiatives through its not-for-profit Intrepid Foundation.
A Commitment to Responsible Travel
Under the leadership of James Thornton, Intrepid’s first non-founding CEO, the company has doubled down on its commitment to responsible travel. Thornton, who joined Intrepid in 2005 and became CEO in 2017, has been instrumental in shaping the company’s focus on sustainability and ethical practices.
Intrepid believes that travel should benefit local communities, and its tours often include staying in locally-owned accommodations, eating at small restaurants, and visiting projects supported by the Intrepid Foundation, such as education programs or wildlife conservation initiatives.
For example, in Vietnam, Intrepid works with a local social enterprise to provide meals to street children, while in Kenya, travelers have the chance to visit an elephant sanctuary supported by the company.
This focus on giving back helps travelers see beyond the traditional tourist lens and engage with communities meaningfully.
Why Responsible Travel Matters More Than Ever
In the wake of the climate crisis and the growing awareness of over-tourism, Intrepid has taken bold steps to minimize its environmental impact. The company has been carbon neutral for over a decade, offsetting its emissions from trips and operations.
2020, it became the first global tour operator to offer climate-positive tours, which remove more carbon from the atmosphere than they emit.
Beyond environmental issues, Intrepid has led the charge on ethical animal tourism, banning activities such as elephant rides and trips to zoos in favor of wildlife conservation-focused alternatives. Their Animal Welfare Policy, created in partnership with the World Animal Protection, sets a global benchmark for the travel industry.
Intrepid’s Vision for the Future of Travel
Looking ahead, Intrepid Travel aims to reshape the future of travel by continuing to champion sustainability, diversity, and inclusivity.
The company’s 25 by 2025 initiative aims to have 25% of its travelers be from diverse backgrounds, and it has committed to removing all single-use plastics from its trips by 2025.
In a time when travel can often feel disconnected from the realities of climate change and over-tourism, Intrepid continues to offer a different path.
It is about more than just checking off destinations – it’s about discovering how travel can positively transform the world.
Episode Transcript
Grant Trahant (00:40):
I’ve been following Intrepid for almost a decade now. You’ve set the standard for impactful, sustainable travel. You’ve been around for 35 years, right?
James Thornton (00:50):
Yeah, 35 years.
Grant Trahant (01:10):
Travel has been a big part of my life, and I think it should be for everyone. It gives us new perspectives. Could you talk about your journey with Intrepid, especially since you’re the first non-founding CEO? What was your path to CEO like?
James Thornton (01:53):
Sure. My journey with Intrepid goes back to when I was a kid. My dad was an automotive engineer, and he lived all over the world—Detroit, North Carolina, Brazil, and Asia. He’d come back with incredible stories, and that gave me a real curiosity about the world. After university, I didn’t know what I wanted to do, so I booked a round-the-world trip. When I returned, I got a corporate job in private client asset management, but I wasn’t passionate about it. I loved soccer and travel, and since I wasn’t good enough to go pro in soccer, I decided to pursue a career in travel. I found Intrepid, a small Australian company, and managed to get a sales rep job in the UK in 2005. I’ve been with them ever since and feel incredibly lucky.
Grant Trahant (04:02):
For those unfamiliar with Intrepid, could you give us the elevator pitch about the company, its mission, and its vision?
James Thornton (04:14):
Intrepid is on a mission to create positive change through travel. We run over 1,000 itineraries in 100+ countries, offering small group adventure travel. Our trips immerse you in local cultures—staying in local accommodations, eating local food, and using local transport. We’re also a certified B Corp, which means we’re committed to balancing purpose and profit. Last year, we served around 328,000 travelers and continue to grow.
Grant Trahant (05:54):
When we talk about impact and sustainable travel, how do you define that within Intrepid? How do you think Intrepid stands out in the industry?
James Thornton (06:32):
Sustainable travel means benefiting both the local communities and the environment where we operate. Traditional travel was often just about giving customers a great time, but sustainable travel considers the wider impact. We aim to balance our customers’ experience, the positive outcome for local communities, and minimizing environmental harm. We’ve been pushing this agenda since the late 1990s, even before it became a mainstream conversation.
Grant Trahant (09:18):
Can you share a couple of popular trips that really highlight what Intrepid offers and its positive impact?
James Thornton (09:52):
It’s hard to choose just a few, but our top two destinations are Vietnam and Morocco. Vietnam is an amazing country to travel through. You can explore Ho Chi Minh City, visit historical sites like the Cu Chi Tunnels, enjoy the local cuisine, and take overnight train rides. It’s immersive, and you get to experience the country in a way that’s hard to replicate on your own.
Grant Trahant (12:48):
That sounds incredible! You have offices in so many countries. How do you maintain a consistent company culture across such a diverse, global workforce?
James Thornton (14:21):
Communication is key. We’re focused on clearly articulating our strategy to all our teams, visiting offices, and ensuring everyone understands where we’re headed. We also look for leaders who are a strong cultural fit and align with our values. Our mantra is “hungry, humble, and smart.” We want people who are eager to learn, humble enough to work as part of a team, and smart in terms of continuous improvement.
Grant Trahant (18:05):
What has driven Intrepid’s growth over the years? What’s worked best for you?
James Thornton (18:22):
Growth for us has come from geographic expansion, product diversification, and building direct relationships with our customers. We expanded from Southeast Asia to other regions, increased the types of trips we offer, and now focus heavily on direct-to-consumer marketing. About 65% of our business now comes directly from customers, up from 48% before the pandemic.
Grant Trahant (21:20):
How much of your business comes from repeat customers?
James Thornton (21:24):
Around 25% of our customers are repeat travelers, but even our most loyal customers only travel with us once every 700 days. We’re working on ways to stay connected with customers more frequently, like through shorter domestic trips and new product lines.
Grant Trahant (24:22):
What are some of the biggest challenges you face as a global travel company?
James Thornton (25:27):
Geopolitical conflicts, natural disasters, and climate change are big challenges. For example, the Morocco earthquake and the impact of climate change have been significant. We’ve seen increased instances of typhoons, landslides, and extreme weather affecting our trips.
Grant Trahant (28:34):
What advice would you give to someone starting a career in travel?
James Thornton (29:21):
Travel is a passion-driven industry, but there are great opportunities. Don’t limit yourself to thinking that you can only be a tour guide. There are many corporate roles within travel companies—legal, finance, marketing, operations. Look for companies that align with your values, like certified B Corps, and do your research.
Grant Trahant (32:10):
Exactly. Develop a skillset, and you can find your place in any industry. My last question: What’s the future of Intrepid over the next three to five years?
James Thornton (33:41):
We believe people are looking for experiences more than ever, and we’re in a good position to deliver. Our strategy for 2030 focuses on connecting more people and communities while continuing to grow our impact and sustainability efforts. We’re also expanding beyond trips into areas like media, gear, and accommodation to build a deeper relationship with our customers.
Grant Trahant (35:50):
Thanks so much, James! It’s been great chatting with you. Congrats on all the success with Intrepid, and best of luck in the years ahead.
James Thornton (36:26):
Thanks, Grant! It’s been a pleasure.
