We have a vision to change the way we all see the world

This policy, which builds on our original Ethical Marketing Guidelines work, is a commitment to that vision. We know how we show up matters, that's why we’ve set tangible, measurable benchmarks to ensure our marketing and communications are grounded in ethics, inclusion, transparency and accountability.

Our Responsible Marketing & PR Policy

At Intrepid, how we market and communicate is inseparable from how we operate. As a certified B Corp and values-led business, we acknowledge that marketing and public relations are powerful tools that shape perception, influence behaviour and build trust. 

Why this policy exists 

This policy exists to ensure that: 

  • Our communications reflect our mission to create positive change through the joy of travel
  • Our storytelling is accurate, responsible and inclusive
  • Our marketing and PR activities are aligned with global best practice and compliance
  • We hold ourselves accountable through clear standards and measurable commitments

It applies across all Intrepid marketing, communications and public relations globally, including campaigns, content, partnerships, media engagement and influencer activity. 

The Responsible Marketing & PR Policy is guided by six core commitments: Diversity, equity, and inclusion; openness and transparency; responsible storytelling (and rejecting neocolonialism); creating a sense of belonging; digital marketing & AI integrity; and ethical public relations.

Note: This is not an exhaustive list. It is designed to progress the work while recognising there is more to be done. We welcome your feedback at  accountability@intrepidtravel.com.

The full list of commitments can be found in our Responsible Marketing & PR Policy document.

Diversity, equity and inclusion

Our commitment to building a diverse, equitable and inclusive brand focuses on: 

  • Reflecting diversity across race, ethnicity, gender identity, sexuality, age, ability and body
  • Actively amplifying BIPOC voices across campaigns, media and partnerships
  • Eliminating discriminatory language, stereotypes and harmful tropes
  • Setting and reporting on measurable targets

We back this with clear investment and representation benchmarks – including commitments to BIPOC, LGBTQIA+, disabled and plus-size communities.

Openness and transparency

Our commitment to honest, evidence-based communication includes:

  • Environmental, social and product claims must be substantiated
  • We reject greenwashing, impact-washing and misleading claims
  • We avoid absolute claims or unverified language around sustainability
  • We openly report on our impact, progress and challenges

We acknowledge that travel has a real environmental impact, and our marketing and communications need to be transparent about this while recognizing the trade-offs and limitations of sustainable travel.

Responsible storytelling (and rejecting neocolonialism)

We are committed to shifting power in how travel is represented and acknowledging that travel itself is a privilege. Neocolonialism refers to the power systems that are legacies of colonialism, benefitting one group of people over another. In tourism, experiences that ‘extract’ from communities are an example of neocolonialism. For example, tours of favelas that are observational instead of improving a community, and where money doesn’t stay local. Our commitments to responsible storytelling and rejecting neocolonialism center around:

  • Removing language or imagery that objectifies or stereotypes local communities
  • Focusing on balanced storytelling that includes both traveller and local perspectives
  • Ensuring informed consent and agency for anyone featured in our content
  • Protecting dignity, privacy and vulnerable populations

Our storytelling must reflect mutual benefit, not extraction.

Creating a sense of belonging

We are committed to building safe, inclusive and moderated online communities that enforce zero tolerance for hate speech, harassment or discrimination. We encourage diverse perspectives that prioritise dignity and respect across all owned channels, social platforms and community spaces. Our global community guidelines can be found below.

Global Community Guidelines

Our online community (specifically on social media) is governed by our Global Community Guidelines.  

We believe that travel is for everybody and when it comes to our online community, we want to create a safe and inclusive space. In order to do that, we kindly ask that everyone abide by the following guidelines when engaging on our blog comments, social media channels (Facebook, Instagram, etc.), and other online platforms:

  • Be respectful in your conversations with us and the community (it’s okay to disagree).
  • Be curious and open to new ideas (ask questions and share your knowledge).
  • Be tolerant (especially when others’ ideas are different to your own).
  • Protect yours and others' privacy (don’t post your mobile number or refer to our staff by their full name).
  • Show integrity (don’t lie about your experiences).
  • Talk to us (let us know when other people aren’t abiding by these guidelines and report them if they go against the social media website's rules).
  • Don’t encourage illegal or unethical behaviour (both on a trip and on our channels).
  • Don’t make racial, cultural or political slurs (don’t be the person no one wants to meet on their small group adventure).

We will not engage in dialogue that perpetuates misinformation, spreads falsehoods, is repetitive or pestering in nature (“spamming”) or malicious. Community members who post and act as such will have their posts removed to maintain the integrity of our online community. Further behavior that is disrespectful and detrimental to our customers and community will not be tolerated, and users will be blocked at our discretion. 

Please help us make our online community a safe, inclusive and inspiring space.

We’d love your feedback. You can message us at accountability@intrepidtravel.com. 

Digital marketing & AI integrity

We are committed to operating at the highest standards of digital responsibility. This includes: 

  • Protecting customer data and ensuring informed consent
  • Complying with global privacy regulations across all markets
  • Avoiding deceptive marketing tactics, including manipulation of search or rankings
  • Applying human oversight to all customer-facing AI systems
  • Ensuring accessible digital experiences

We also take responsibility for where our marketing appears, avoiding platforms that promote misinformation, hate or harm.

Ethical public relations

We are committed to conducting PR with integrity, transparency and accountability. We will do this by: 

  • Ensuring all media communications are factual and evidence-based
  • Avoiding exaggeration, omission or misrepresentation of impact
  • Respecting editorial independence and media integrity
  • Operating transparent and ethical influencer and media partnerships
  • Terminating partnerships that conflict with our values

Where errors occur, we commit to correcting them quickly and transparently.