Inside Intrepid’s Growth Strategy: Purpose, Product Expansion, and Resilience

James Thornton has led Intrepid since 2017, guiding the company through rapid growth, industry upheaval, and its evolution into the world’s largest certified B Corp in travel.

His leadership blends sharp commercial instincts with a clear view of travel’s role in tackling social and environmental challenges. Now, as the industry faces a hyper-digital and disrupted landscape, Thornton is doubling down on connection, values, and bold diversification.

Ahead of his session at Skift Global Forum 2025, he shares why embedding purpose into operations and expanding beyond core products are the next frontier for building resilient and future-ready travel brands.

“We live in a hyperconnected digital world. Despite this, much of the developed world is suffering from a loneliness epidemic and people are craving human connection more than ever – and I believe businesses that provide it will thrive.”

“At Intrepid, one of our biggest strengths is our ability to drive positive social connection, whether that’s through community interactions, forging friendship with other travellers or learning from our local tour leaders. Travel is one of the few industries that has an in-built capacity to bring people together and create positive change. We’re keeping human connection at the heart of our business strategy because we know it’s what sets us apart.”

“In today’s climate, being an impact-driven brand comes with its challenges. But I fundamentally believe companies need to stand for something. We can address some of the most pressing issues of our time by doing so.”

“For Intrepid, that means creating connection in a time of social isolation and tackling inequality around the world. For me, it’s about staying razor-sharp focused on our values, and ensuring these values are not just symbolic, but actually coming to life in everything that we do as a business.”

“Intrepid is looking at ways to deepen our local impact and expand our portfolio of Intrepid experiences, providing more brand touchpoints for our customers outside of our core multi-day tour product, and closer to home. One way we will do this is through accommodation.”

“Intrepid will contribute to the market by delivering immersive experiences that reflect our fundamental responsible business approach, driving value in communities through job creation and training, local procurement and charitable giving. We believe this will be a game-changing initiative for our business, partners and customers.”

James Thornton’s vision underscores a shift many travel leaders are grappling with: growth increasingly depends on deepening impact, diversifying offerings, and translating purpose into measurable action.

Join us at Skift Global Forum 2025 to hear him unpack how this strategy can redefine the playbook for travel companies worldwide.

September 16-18, 2025 - NEW YORK CITY