Speaking to TTG after the adventure specialist bounced back from a £9 million loss in 2022 to post a £17.8 million pre-tax profit for 2023, Thornton is full of praise for Intrepid’s “great relationships” with agents.
Around 40% of Intrepid’s UK business currently comes through the trade, and Thornton is mindful of the operator’s historic trade ties on which the business was built during the late 1980s in Australia.
“We have great relationships with trade partners and we want to grow them, and we’re spending a lot on brand advertising to help drive customers to travel agents,” he insists.
While Australian travellers make up the largest share of the operator’s business, the UK is holding its own at around 30% – and is currently Intrepid’s fastest growing market, Thornton reveals.
He is buoyant after Intrepid’s “great start” to 2024, which saw sales in January and February climb by 29% year-on-year, and positive about the growth of the adventure travel market.
“People are valuing experience over material possessions, and we have a 35-year history of delivering this,” he says.