Intrepid Travel has announced the appointment of Hazel McGuire as its new Chief Marketing Officer (CMO). Based in London, McGuire will lead the company’s global marketing and growth strategy, aiming to establish Intrepid as a globally recognized iconic brand.
McGuire, currently serving as Intrepid’s General Manager for UK Sales and Marketing, was selected after an extensive global search. Her promotion follows the elevation of Leigh Barnes, former Chief Customer Officer, to President of the Americas. McGuire will assume her new role on April 1, 2025, reporting directly to Intrepid CEO James Thornton.
In her new position, McGuire will oversee global departments, including Brand, PR and Communications, Customer, and Experiences. The addition of the Experiences team to her portfolio highlights the growing importance of product development in enhancing the customer journey.
With over 20 years of experience in the travel and transport industries, McGuire joined Intrepid in August 2022. Under her leadership, the UK team achieved a 60% revenue increase in 2023 compared to 2019 and recorded its highest monthly sales in January 2025.
CEO James Thornton praised McGuire’s contributions, stating, “Hazel embodies Intrepid’s values of being ambitious, real, together, and impactful. Her promotion to CMO reflects the talent and vision within our team. Her extensive experience and proven success make her the ideal leader to drive Intrepid’s global growth ambitions.”
McGuire expressed her excitement about the new role, calling it a “dream position” in both the travel industry and global business. She emphasized her commitment to identifying opportunities that align with Intrepid’s 2030 strategy. “Leigh Barnes has done an incredible job building a talented global team. I am dedicated to advancing our shared vision of becoming the best travel company for the world,” she said.
As CMO, McGuire will focus on transitioning Intrepid to brand-led marketing, supporting the company’s goal of becoming a $1 billion business by 2030. She will also lead efforts in ethical marketing and inclusive growth, aligning with Intrepid’s status as a certified B Corporation.
The appointment comes during a period of significant growth for Intrepid. In February 2025, the company announced its largest acquisition to date, purchasing Dutch tour operator Sawadee Reizen. This follows a record-breaking year of growth and sales in 2024. Intrepid’s full financial and impact results will be detailed in its Integrated Annual Report, set for release in March.
Intrepid will soon begin recruiting to fill McGuire’s current role as General Manager of UK Sales and Marketing.
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