With entries for the Women in Travel Awards 2025 closing today, we sat down with Yvette Thompson, general manager – Sales & Marketing ANZ at Intrepid Travel, to discuss leadership, impact, and the power of women supporting women in travel.
1. How do you market sustainability in a way that feels inspiring rather than heavy-handed?
At Intrepid, sustainability is more than something we market, it’s how we operate. We create sustainable, experience-rich itineraries that encourage slower, more immersive travel and help spread tourism dollars to places that need them most.
We then showcase the unique moments and meaningful connections made on our trips through our marketing. Our most recent brand campaign which launched last month features those experiences you can only have with Intrepid. It shows customers what travelling with us on a small group adventure feels and looks like! The campaign is about celebrating the real experiences, real places and real people that inspire people to travel with Intrepid.
I also believe our annual Not Hot list does a great job at flipping the conversation on overtourism and inspiring people to travel to places that they haven’t thought of or that are currently not flooding their social media. This year’s Not Hot list has had a record number of downloads so I believe people are hungry for inspiration.
2. What do you see as the next frontier in sustainable travel marketing – storytelling, technology, or transparency?
It’s a mix of all three. Technology will help us measure and communicate our impact better, but transparency is what builds trust. Storytelling is how we make that transparency meaningful, by sharing the real and positive impact of responsible travel on communities and places around the world.
3. Some brands talk about sustainability; Intrepid acts on it. How do you turn that authenticity into commercial success?
For us, purpose-led growth has been central to Intrepid from day one. Our purpose guides everything we do, from the way we design our trips to how we reinvest in the communities we visit. At the same time, travellers increasingly want their holidays to align with their values, they want to know their spend supports local communities.
4. What advice would you give to women who want to rise through the ranks in a purpose-led company?
Stay curious, be boldly ambitious and use your voice, even when it feels uncomfortable. Purpose-led businesses need people who are willing to challenge old ways of thinking and lead with empathy. You don’t have to have every answer, but you do need to be open to learning and surround yourself with people who inspire you. And when you get there, make sure you lift others up too. Who in our industry inspires you? Ask yourself why? And then reach out to them – you would be surprised where a conversation can lead.
5. What’s a piece of professional advice you once received that you now politely ignore?
The advice came from my uncle, who cautioned me against joining Intrepid. He believed my career would be safer and more successful within the large global corporation I was at, rather than taking a chance on what was then considered a small Melbourne-based startup. Fast forward to today: not only does he admit that he was wrong, but he’s become one of our most enthusiastic travellers. He’s done our Cycle Vietnam trip not once but twice, and he and his friends have also explored Cuba and Italy with us through our cycling trips. It’s a reminder that following your passion often pays off.
6. Looking ahead, what gives you the most optimism about the future of travel?
Travellers themselves. We’re seeing a real shift toward more conscious, meaningful travel. People want experiences that connect them to culture, community and nature, and they want their holidays to make a positive difference. That appetite for responsible travel gives me confidence that our industry can continue to grow in a way that benefits both people and the planet.
➡️ Nominate yourself or a colleague today to make the deadline and be part of Australia’s biggest celebration of women in travel.
Enter HERE.
Key Dates
Thursday 16 October 2025 – Entries close
Wednesday 5 November 2025 – Finalists announced
Wednesday 3 December 2025 – Awards night
