Lindblad Expeditions to rebrand as National Geographic-Lindblad Expeditions

CEO Sven Lindblad announced the change, coming end September, during Thursday's second quarter earnings call.

Q2 net loss was $25.8m, or 48 cents per share, compared to the loss of $25.6m, or 48 cents per share a year ago, on 9% higher revenues of $136.5m. Lindblad segment occupancy rose to 78% from 74%. Bookings to date for future travel are up 17% versus the same period in 2023.

Great Britain sales launch

Lindblad said research indicates the updated branding will increase consumer intent, search efficiency and conversion, and is 'especially important as we market internationally where the National Geographic brand has far more awareness than the name Lindblad.'

It will support the sales launch in Great Britain this quarter, and further expansion in Europe is planned later in 2024.

'Power of three'

The updated branding is part of the expanded partnership between Lindblad and Walt Disney Co.-owned National Geographic, announced last November, that extends their relationship through 2040.

'Nobody, in my view, in the expedition space has so much power behind it,' Lindblad said.

The rallying cry of the three organizations is the 'power of three' — Lindblad Expeditions' execution, National Geographic's brand strength and Disney's distribution.

'Disney is a massive, massive distribution entity and we want to harness that,' Lindblad told analysts.

US marketing campaign

The company is beginning to leverage Disney's advertising buying power with joint marketing and plans a new US campaign across radio, TV and digital to support the consumer branding launch. 

The partnership is also working to create a full suite of co-branded advertising assets to appeal to a diverse audience of potential guests.

Lindblad said their concerted work will start coming to fruition in 2025, and it will be a 'massive, massive expansion of exposure' and a 'very, very powerful force.'