Intrepid Travel has unveiled The Intrepid Effect, a new global purpose platform designed to make the real-world impact of travelling with the company clearer and more tangible for travellers and advisors.
Hazel McGuire, Intrepid Travel Chief Marketing Officer, said the platform represented a shift toward substantiated storytelling backed by real work.
“Rather than leading with aspirational claims or unverified impact metrics, which can be commonplace in the travel industry, Intrepid wants to shift the focus to real experiences and tangible moments that travellers can see, feel and understand,” Ms McGuire said.
At the centre of the platform is storytelling drawn from actual Intrepid itineraries.
One example highlights a women-led e-rickshaw tour in Jaipur run by Pink City Rickshaw, a not-for-profit that trains women to drive and maintain e-rickshaws while supporting them with financial and business literacy.
Another tells the story of a meal at Vietnam’s first social enterprise, a youth training restaurant in Hanoi that Intrepid has supported for over 20 years through its work with KOTO, which empowers disadvantaged young people through training and employment.
The launch coincides with a shifting regulatory landscape, with the EU Green Claims Directive coming into force in September and updated B Corp minimum standards taking effect this year.
In response, Intrepid will also release a new Responsible Marketing and PR Policy with increased focus on transparency and updated standards across public relations, data and digital marketing.
intrepidtravel.com/the-intrepid-effect.
