Intrepid Travel, a frontrunner in responsible tourism, has announced the promotion of Louise Laing to the role of Vice President of USA Marketing. This strategic appointment signifies a pivotal moment as Intrepid embarks on an ambitious 2030 growth strategy, marking the beginning of a refreshed leadership model for the Americas.
Leadership Transition and Market Focus
In her new position, Laing will report to Leigh Barnes, President of the Americas, and oversee comprehensive marketing strategies across consumer engagement, brand outreach, media relations, and digital marketing. This change aligns with Intrepid’s restructuring of its North American operations, splitting into Canada and the United States to promote localized strategies and expedite growth tailored to each market.
Proven Success in Marketing
Louise Laing brings extensive experience in marketing, having previously served as the General Manager of Marketing for Australia and New Zealand (ANZ) at Intrepid. Her initiatives in this role have demonstrated significant success, as she transitioned the marketing approach from performance-driven strategies to a brand-centric model, resulting in double-digit growth year-over-year and unparalleled brand recognition across the ANZ region.
A Vision for the U.S. Market
Expressing her enthusiasm for the new role, Laing stated, “I’m excited to take on this new chapter in the U.S. and expand our brand to reach more local agents and travelers. Great marketing is rooted in compelling storytelling—and Intrepid possesses one of the most remarkable narratives in the travel industry.”
Relocation and Future Plans
Laing is set to begin her new responsibilities on July 28, initially based in Melbourne, with plans to relocate to Seattle by October. This transition underlines Intrepid’s commitment to long-term growth in the U.S. sector and the ongoing development of its Seattle headquarters, which is being established as the central hub for North American operations.
Leadership Endorsement
“Louise embodies the bold and creative leadership essential for driving our next phase of growth in the U.S. market,” commented Leigh Barnes. “Her track record in ANZ showcases her potential, and we are excited to bring her energy and visionary approach to the American audience. This move signifies more than just a promotion; it represents our evolution in leadership to better serve travelers, partners, and communities.”
A Diverse Background in Travel Marketing
Laing’s career has encompassed both agency and in-house roles within the travel sector, enabling her to deliver award-winning campaigns for notable organizations such as Qantas Group’s Jetstar, Tourism Australia, Visit Victoria, and Booking.com. Furthermore, she has been recognized as a 2024 scholar with The Marketing Academy, known for assembling high-performing, values-driven teams.
