What's Happening?
Intrepid CEO James Thornton is emphasizing the importance of embedding purpose into business operations and expanding beyond core products to build resilient travel brands. Thornton, who has led Intrepid since 2017, has guided the company through significant growth and industry challenges, transforming it into the world's largest certified B Corp in travel. He believes that travel companies should focus on human connection and social impact, especially in a hyper-digital world where loneliness is prevalent. Thornton is committed to maintaining human connection at the heart of Intrepid's strategy, leveraging community interactions and local tour leaders to drive positive social change.
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Why It's Important?
Thornton's approach highlights a shift in the travel industry towards purpose-driven strategies that address social and environmental challenges. By focusing on human connection and expanding product offerings, Intrepid aims to differentiate itself in a competitive market. This strategy could influence other travel companies to adopt similar values, potentially leading to a broader industry trend towards sustainability and social impact. Companies that successfully integrate these elements may gain a competitive edge, attracting customers who value ethical and responsible travel experiences.
What's Next?
Intrepid plans to deepen its local impact and expand its portfolio of experiences, including accommodation offerings that reflect its responsible business approach. This initiative aims to drive value in communities through job creation, local procurement, and charitable giving. Thornton will discuss these strategies at the Skift Global Forum 2025, where industry leaders will explore the future of travel across innovation, investment, and sustainability.
