As Intrepid Travel ramps up its inbound operation, the company’s ceo James Thornton reiterates that per capita New Zealand remains its top market globally—but when we travel is changing.
When asked about those shifting travel trends from this market, Thornton says shoulder season travel demand is surging, and that Intrepid is rejigging its tour offering to meet the changing client. For example Thornton says the company is no longer offering its active tours in Greece, Spain or Portugal Jul-Aug due to the soaring temperatures. Southern Europe demand is down for Jul-Aug, ‘but we’re seeing massive growth for the shoulder season’, he says noting that it is ‘seeing lots of Europe demand for Apr and May’. “Our biggest departure month of the year was always Sep, but now increasingly it’s Oct as well”. In addition to cooler temperatures Thornton says the shoulder season prices are also cheaper. At the same time Intrepid says from Jun to Aug more travellers are now opting for Scandinavia over Southern Europe. Intrepid operates trips to 114 countries, and last year ran its first trips to Saudi, a women-only adventure. The top-selling destinations from this market are still Vietnam and Morocco and Thornton notes increased consumer demand for sustainable travel product.
. . . Target Market
The perception that Intrepid is for backpackers is long gone, says Thornton. In fact, Intrepid’s premium and comfort tour offering continues to be its fastest growing tour type. The company has also noted ongoing growing demand for its active tours. With options ranging from ‘flash packers’ to premium tours, Thornton says Intrepid’s clients are less of a target demographic and more of a psychographic. “It doesn’t matter if you are 18 or 80, it’s more about the mentality of wanting to have an immersive experience, to wanting to make sure you give back to local communities; you have a great holiday and make great connections with people from across the world.” That said, Thornton says its number one customer is still a university-educated single female in her mid- to late-40s with a professional job, who wants to see the world from the safety and security of a group. Baby boomers, too, are a core market, along with first-time travellers.
