Intrepid Travel, an Australian-based company, has announced its acquisition of Dutch tour operator Sawadee Reizen in what it called a “landmark deal.” The acquisition adds $62 million in annual revenue and 20,000 customers to Intrepid’s portfolio, making it the company’s largest acquisition to date.
Sawadee, which is headquartered in Amsterdam, offers around 250 trips across 100 countries. This acquisition strengthens Intrepid’s position in the Netherlands, now the company’s fourth-largest market, following Australia, the U.S., and the U.K.
Intrepid and Sawadee have had a partnership since 2011, with Intrepid’s destination management company previously managing some of Sawadee’s tours.
Intrepid CEO James Thornton expressed that the acquisition is a significant step toward the company’s goal of becoming the world’s largest vertically integrated experiential travel company. He added, “We both believe that travel can be a force for good in the world.”
Andy Duncan, CEO of Travelopia, Sawadee’s previous owner, praised the company’s commitment to providing outstanding experiences for its customers.
Sawadee’s managing director, Berend Simons, will continue to lead the company, which will remain based in Amsterdam and retain its name. He highlighted that the acquisition would allow Sawadee to continue offering great trips while having a positive impact on the communities they visit.
In addition to expanding in Europe, Intrepid is also making efforts to grow its presence in the U.S. The company is launching a targeted marketing campaign to attract more American travelers and is developing more itineraries tailored to U.S. customers.
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