INTREPID Group will make its B Corp certification a key part of its future identity, tying its future growth to rising demand for responsible tourism.
At the Helloworld Frontliners Forum held in Fiji this month, Intrepid Group CEO James Thornton outlined the group’s vision under its newly acquired status as the world’s largest B Corp (TD 07 Aug), a certification scheme that measures a company’s environmental performance, accountability and transparency.
“We believe that sustainable, experience-rich travel really is the future and purpose-driven businesses really are the way forward,” Thornton said.
He said travellers were seeking sustainable, personalised travel, with choices selected by themes, rather than by the destination.
“Strong themed programs like food, family or cycling are driving travel from a personalisation perspective,” he said.
Intrepid’s sales with Helloworld in the first quarter of this financial year were up 42% on last year, Thornton said, which he attributed to a long and successful partnership.
Intrepid had also seen a rise in sales to Africa and the Middle East, in particular Morocco, which had become the company’s best-selling destination.
Turkey was also on the rebound, along with Egypt and Iran.
Thornton said a rising concern for travellers was overtourism.
“When visitors outweigh locals, this can have a massive impact on local lives on the country,” he said.
“We are always trying to go outside of peak times and develop winter itineraries so we can spread economic dollars across,” he said.
Another growth area for the company was adventure cruising.
Source: traveldaily