Intrepid Travel began in 1989 on a borrowed dining room table in Melbourne, Australia with company co-founders Darrell Wade and Geoff Manchester. In the first year of operation they sent 47 passengers to Thailand – their only destination. More than twenty years later Intrepid Travel has grown to offering trips to all seven continents with 90 destinations served and over 600 employees. Intrepid Travel is known worldwide for offering fun, affordable and sustainable travel experiences.
Steven Larkin, the president of Intrepid Travel North America (www.intrepidtravel.com) based in Toronto, Canada represents the company’s latest expansion. The “F” word was part of Steven’s early career – finance, fashion and fitness. But his passion for travel soon took over and he started as a travel agent for Flight Centre before rapidly moving up in a variety of management positions with Virgin Atlantic Airlines, Singapore Airlines, Tour East Holidays, and Gap Adventures. He opened up the North American Intrepid Travel office in 2008.
tripatlas.com/new’s Chris Ryall caught up with Steven to ask him about Intrepid Travel – a worldwide leader in adventure travel.
Intrepid Travel started in 1989 with very humble beginnings – what do you think attributed to its growth and success?
“People are getting tired of the beach and want something more meaningful when they travel” |
Steven – “We have the right product mix. People are getting tired of the beach and want something more meaningful when they travel. Intrepid Travel has one of the most compelling price points in the industry. We have eleven different trip styles attract a range of travellers.”
Adventure travel has grown considerably over the years with many companies saying they are adventure travel specialists. How can consumers insure they are dealing with a reputable company?
Steven – “Longevity speaks volumes. We control the product on the ground. In surveys after their trip, 98% of our travellers say they would travel with us again and refer their friends and family.”
What regulations, if any, would you like to see imposed to get rid of unreliable adventure travel companies?
Steven – “I wouldn’t want to impose any more regulations – it’s already difficult enough with the different rules in various parts of the world.”
With so many adventure travel companies, how do you distinguish yourself from your competitors – what are your key selling points?
Steven – “Our guaranteed departures – that is significant and a huge selling point. That takes a lot of worry out of travellers wondering if their tour will still go if not enough passengers. Our group size is another big selling point. We have a maximum of 12 people while other companies allow groups of 16, 18, 24 or even more. We are also a vertically integrated company so we have control over the product.”
“Intrepid Travel has one of the most compelling price points in the industry with 11 different trip styles to attract a range of travellers.” |
How did you get involved with Intrepid? What attracted you to the company?
Steven – “I’ve known the owners for a long time and when I was working with GAP Adventures we code-shared on trips. I was impressed with their operation and believed in what they were doing as a company.”
What has been your biggest challenge with Intrepid?
Steven – “External issues. We opened up in North America in October 2008 – right in middle of the economic recession in the United States and Canada. It’s tough to start in that economic climate but worthwhile since Canada is the fastest-growing market for the company.
Intrepid has products in all 7 continents – are there areas that you would like to offer more tours?
Steven – “Personally, I would like to see a broader range of trips in South America and Central America. I think Canadians especially would be drawn to this market. “
What kind of tours are selling the best? Why?
Steven – “Mexico, Cuba, and Peru all seem to be selling well. Morocco, India, and Egypt also do well.”
What tours aren’t selling as much? Why is that?
Steven – “Africa, long-haul destinations, and our 6-month tours. Most North Americans don’t have the longer vacation periods like some European countries do, so it isn’t as easy to take the longer trips.”
What areas of the company would you like to improve on?
“98% of our travellers say they would travel with us again and refer their friends and family” |
Steven – “I’m happy with how we are managed. Like I said, I would like to see more South American product and since I’m part of a South America advisory group, you can expect to see more of that area in the future.”
With more than 600 employees – is bigger the way to go? Do you fear losing the personal touch with travellers if you grow too much?
Steven – “No I don’t think so. There is local control in the different markets. We rely on the head office for global campaigns but the local offices have a lot of control of the operations. “
How much does the North American market contribute to Intrepid’s overall number of passengers? What are your goals in growing the North American market?
Steven – “North America follows Australia/New Zealand and the United Kingdom. I don’t think we will get as much as Australia/New Zealand but can see over the next few years gaining over the UK market. “
How are North America travellers different from your other markets?
Steven – “Canada, for example, is more open to Intrepid’s type of trips – it’s an easier market to penetrate. The North American market is more short-haul tours. The challenge is to have the right product for the market.”
What do you see as the future for adventure travel?
Steven – “I think it will continue to grow. For example, Royal Caribbean is now offering adventure land trips with its cruises. With their clout, other cruise lines sure to follow and this really broadens the market with more exposure and interest. We are finding that people are downloading our brochures because they are open to the idea of adventure travel. Adventure travel doesn’t always have to mean sleeping on the ground and we have many different styles to suit the needs of the traveller.”
“People are downloading our brochures because they are open to the idea of adventure travel and we have many different styles to suit the needs of the traveller” |
If someone wanted an introduction to adventure travel what kind of tour would you recommend?
Steven – “I would find out what are they most interested in – wildlife, nature, culture. Then find out their ‘trip style’. For the first timer maybe I wouldn’t do a basics type tour but more 3-star style accommodation so they aren’t roughing it too much. “
What’s the biggest market for your tours – age? What area of North America?
Steven – “We get more females, lots of university age, and youth market travellers, plus a lot of the 45 plus market as well. We work quite closely with the youth market and travel agencies that service universities like Travel Cuts. We find travellers from all over – Yukon, Toronto, and all the major cities and areas in North America. “
Where do you see Intrepid in 5 years?
Steven – “I would like to see every key market have an Intrepid Travel store. We have a team of ten staff right now but would like to see that grow to 60-70 in the next few years. I would like to see us go further in Africa and South America.”
What makes you get up in the morning?
Steven – “I love the challenge of growing a business and seeking out new business opportunities.”
What do like most about your job?
Steven – “I really enjoy leading the ship – creating new business. I own a part of Intrepid and that is very satisfying. I like to give back. “
What do you least like about the job?
Steven – “The business travel and not being home. Waiting for flights at the airport. Since I cover North America there are a number of conferences and meetings I must go to. I love personal travel however.”
What’s your favourite travel spot? Why?
Steven – “I love Brazil and have been there five times. I love the beaches, the scenery, the sites and people are so beautiful there. It’s such a rich and inviting culture.”
Chris – How do you relax?
Steven – “I try and go to the gym about five times a week.”
What’s your worst travel experience?
Steven – “September 11 and all the chaos that ensued. I was working with Virgin Atlantic at the time. It was just absolute chaos that day and for a week after. An awful experience.”
Final words of advice for those interested in taking an adventure trip?
Steven – “Pick up the phone. If that travel company only has a website or email address but no one you can talk to, stay well clear of them. They should have a 1-800 number where you can speak to someone. Contact an agent or company who would be an adventure travel specialist. Ask questions and do your research.”
For more on Intrepid Travel, go to: www.intrepidtravel.com.
Read up on our own Jeremy Niester’s recent Beer Makes History Better in Toronto Urban Adventure with Intrepid Travel and our recent Ice Road Truckers: Hitch a Ride to Alaska Contest Winners‘ incredible trip to Alaska with Intrepid Travel.