Australia’s Intrepid Travel has acquired Sawadee Reizen, the leading tour operator in the Netherlands, from Travelopia on January 31st, 2025.

Sawadee is recognized as one of the largest experiential tour operators in the Netherlands, offering over 250 trips across 100 countries, supported by a dedicated team of 180 professionals.

This acquisition is significant, being Intrepid’s largest deal to date, marking its entry into the European market, and reflects its commitment to providing responsible small group travel.

Financial Impact

The acquisition is anticipated to contribute an additional $100 million in revenue and potentially attract up to 20,000 new customers annually. Moreover, it is expected to enhance Intrepid’s EBITDA by an extra $5 million.

Both companies reported record financial performances in 2024, sharing a strong alignment in their cultural commitments to customers and staff. Sawadee boasts a 4.5-star rating on TrustPilot, while Intrepid carries a global NPS of 81.5.

Collaboration Forward

James Thornton, CEO of Intrepid, stated: “We’re thrilled to welcome the Sawadee team to Intrepid after a decade of successful cooperation. This merger is a significant step toward our goal of becoming the world’s largest integrated experiential travel firm. We share a vision that travel can be a powerful agent for positive change.”

Andy Duncan, CEO of Travelopia, expressed optimism regarding the deal’s potential for growth across the board. “Sawadee is devoted to delivering outstanding customer experiences, broadening perspectives, and connecting communities. We wish the team great success under Intrepid’s guidance.”

Berend Simons, managing director of Sawadee, added: “Intrepid is a premier global travel firm with strong values. We look forward to an exciting next phase, enhancing our position in the Dutch market alongside Intrepid’s global expertise to deliver remarkable journeys for our clientele.”

Thornton also emphasized the commitment of Sawadee to obtain B Corp certification, enhancing its already strong sustainability credentials, including maintaining the highest level of Travelife certification since 2014.

Having been a B Corp since 2018, Intrepid scored above 100, indicating its social and environmental practices rank among the best globally.

Both companies have pledged themselves to be signatories of Tourism Declares a Climate Emergency and numerous other sustainability initiatives.

Strategic Goals

Under the terms of this acquisition, Sawadee will continue under the leadership of Simons and report to Zina Bencheikh, managing director for EMEA at Intrepid. The Amsterdam-based operations will retain their established brand identity, continuing to serve the Dutch market.

This acquisition aligns perfectly with Intrepid’s ambitious 2030 Strategy, which aims for growth surpassing $1 billion within five years, with the Netherlands now positioned as Intrepid’s fourth-largest source market, following Australia, the US, and the UK.