Travelers are increasingly seeking experiences that offer deeper connections with destinations, local communities and fellow travelers. For travel brands, that shift is creating opportunities to expand beyond traditional offerings through partnerships with specialized adventure travel operators.
In this interview with Phocuswright’s senior vice president of content, Mitra Sorrells, Leigh Barnes, president of North America at Intrepid Travel, discusses why adventure travel is becoming an attractive category for larger travel and consumer brands and what specialist partners can bring to those relationships. He explains the importance of local expertise, small-group experiences and responsible tourism in delivering the types of trips travelers increasingly want.
Barnes also shares his perspective on the future of adventure travel, including growing interest in trips closer to home, more active experiences and greater customization.
Watch the full discussion below.