Ethical Marketing Guidelines
At Intrepid, we have a vision to change the way we all see the world.
Our Ethical Marketing Guidelines are a commitment to that vision, and to building a more inclusive travel industry overall. But guidelines can only take us so far. That's why we’ve set tangible, measurable steps to become a better Intrepid. Our words must be rooted in action.
Our ethical marketing journey
In 2021, in response to the Black Lives Matter movement, Intrepid Travel introduced our Ethical Marketing Guidelines. These guidelines set out our commitment to be more inclusive in our marketing.
Developed in collaboration with external consultants, they encompass five key commitments, with 24 measurable actions focused on diversity, equity, and inclusion (DEI), openness and transparency, rejection of neocolonialism, fostering a sense of belonging, and ethical digital marketing.
Over the last few years, we've been reporting regularly on our progress and evolving the guidelines to continue driving meaningful representation. In 2024, we're proud to have achieved the following: 58% of all influencers we collaborated with were BIPOC creators and 52% of all writers commissioned for The Good Times were BIPOC writers. Additionally, we invested over $200,000 in BIPOC-owned businesses and partnerships, doubling our committed spend.
In 2025, we reaffirmed our commitments by engaging past and new consultants to further support the amplification of Indigenous and disabled communities. We will also be investing more than half a million dollars annually in BIPOC owned-businesses and creators.
See the fully updated guidelines below.
Thank you to our passionate consultants who have continued to support us on this journey: Evita Robinson, Founder of NOMADNESS; Annette Richmond, Founder of Fat Girls Traveling; Chantel Loura, LGBTQIA+ Activist & Storyteller @voyagingvagabond; Meera Dattani, Ethical Travel Consultant specialising in decolonisation; Joanna Haugen, Tourism Communications Consultant and Founder of Rooted; and Allison Lang, Paralympian and disability advocate.