The operator’s social media-led “travel confessions” campaign will encourage agents, influencers and consumers to share travel activities in which they have participated which they later learned were likely to have been harmful.
Timed to coincide with World Elephant Day, the campaign marks five years since Intrepid claims to have become the first travel company to scrap elephant rides from its trips.
Intrepid chief executive James Thornton has led the way, confessing he rode an elephant in Thailand in 2004.
“This isn’t about reprimanding anyone who has ridden an elephant in the past – we’ve all made mistakes,” said Thornton.
