What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Awareness | 16% → 22% | +6pp |
| Consideration | 10% → 13% | +3pp |
| Investigation | 8% → 10% | +2pp |
| Claimed Usage | 3% → 6% | +3pp |
What's behind the growth
Intrepid Travel's UK brand-building has moved on several fronts at once: campaign, product and trade results. In September 2025 it rolled out the next chapter of Only Intrepid, a global campaign spanning digital, social, email, TV, radio, podcasts and out-of-home, including placements in London and Melbourne, built on first-person stories from destinations including Kenya and Croatia.
Its product range expanded too: a Short Breaks collection of shorter, UK-friendly trips launched in October 2025, followed by a Premium Walking and Trekking range in August 2025, covering the Dolomites, Amalfi Coast and Nepal among ten new trips. Intrepid says sales in that Walking and Trekking range have grown nearly ninefold since Premium launched in 2022.
That product push has coincided with standout trading: CEO James Thornton called FY2025, in which global bookings rose 26% to $873.3 million, "the best results in our 37-year history".
EMEA Managing Director Zina Bencheikh said the UK became "the best-selling source market, which is the first time this has ever happened for the company".
