The overarching theme of this episode of How Agencies Thrive, with StackAdapt’s Jason Laronde and Mikey Sadowski from Intrepid Travel, is COVID-19 and its far-reaching impact on the travel industry. With the World Health Organization estimating that the pandemic will result in a 78% contraction for the travel industry, Mikey shares some insights into how to both protect and revive travel in these challenging business conditions.
From negligible to moderate to severe—the virus has had a varying impact on mobility and hence, travel in different regions of the world.
“It’s about not being so rigid and being able to adapt but also, as with everything in marketing, it’s not about what you want, it’s what your customers want,” says Mikey Sadowski, Marketing Director at Intrepid Travel. “Understanding what the customers want and being able to deliver that effectively, that is the crux of effective marketing—not what you want to tell your customers but what your customers need to hear.”
Listen in while Jason and Mikey discuss how Intrepid has altered its messaging to effectively connect with their audience. Specifically, listeners will learn how a story-telling approach can help get your brand message across. Are there any particular demographics that are proving more responsive to marketing? How can you ensure safe and responsible travel?
If you are looking to learn more about how the travel industry is coming up with creative and resilient measures to protect their business, you will definitely want to tune in!
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About Intrepid Travel
For over 30 years, Intrepid Travel has been taking travellers off-the-beaten-track to discover the world’s most amazing places. They offer more than 1,000 trips in more than 120 countries, and on every continent. Every trip is designed to immerse travellers in the local culture—to meet the local people, try the local food, take local transport and stay in local accommodation. Intrepid’s award-winning tour leaders, small group sizes and included activities means they offer travellers great value for money. As part of the multi-brand Intrepid Group, they became the world’s largest travel B Corp in 2018. B Corp certification means that they meet the highest possible standards of social and environmental performance, accountability and transparency. It shows their commitment to being a genuine force for good in the world.
Mikey Sadowski, Marketing Director
Mikey Sadowski is the North American Marketing Director at Intrepid Travel. As Marketing Director, Michael has been involved in shaping the brand’s position and communications in North America as a leader in responsible travel and in using travel as a force for good. He oversees all marketing functions including paid media, digital performance, partnerships, public relations, content and creative. He is a contributor to Forbes and an invited lecturer at Ryerson University. Mikey has visited all seven continents in the past few years, with experiences ranging from living with indigenous reindeer herding communities in Siberia to cycling across Tanzania.