What's Happening?
REI Co-op has reintroduced its adventure travel offerings through a new partnership with Intrepid Travel, an Australian-based adventure travel company. This move comes after REI had previously announced the closure of its travel business in January 2025,
which had been operational since 1987. The closure affected 400 employees and was due to financial losses. The new partnership with Intrepid Travel allows REI to offer two types of trips: REI Exclusive trips, which are specifically designed for the REI community, and REI Recommended trips, which are existing itineraries selected by REI's team. These trips include destinations such as National Parks, Patagonia, and Japan's ancient pilgrim routes, with activities like hiking, backpacking, and kayaking. REI members receive discounts on these trips, and a portion of the proceeds supports the REI Cooperative Action Fund, which funds outdoor access projects.
Why It's Important?
The revival of REI's adventure trips through a partnership with Intrepid Travel is significant for several reasons. Firstly, it demonstrates REI's commitment to providing unique travel experiences to its members, which had been a popular offering before the closure of its travel division. This move also aligns with REI's strategic focus on its core retail model while leveraging partnerships to enhance its service offerings. The partnership with Intrepid Travel, a company known for its small-group tours and immersive travel experiences, allows REI to offer high-quality adventure trips without the financial burden of managing the logistics in-house. Additionally, the collaboration supports REI's mission to promote outdoor access and sustainability, as a portion of the trip proceeds goes towards funding outdoor projects. This initiative could strengthen REI's brand loyalty and attract new customers interested in adventure travel.
What's Next?
As REI resumes its adventure travel offerings, the company will likely focus on promoting these trips to its members and the broader public. The success of this partnership with Intrepid Travel could lead to the expansion of available destinations and activities, further enhancing REI's travel portfolio. Additionally, REI may explore similar partnerships with other travel operators to diversify its offerings and reach a wider audience. The company will also need to monitor customer feedback and satisfaction to ensure the trips meet the expectations of its members. As the travel industry continues to recover from the pandemic, REI's adventure trips could play a crucial role in revitalizing interest in outdoor travel and experiences.
