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Adventure Travel Trends
Chris Chesak, ATTAChristina Heyniger, Xola Consulting
Agenda
• What is adventure?
• Who are adventure travelers?
• What are current top destinations for adventure travelers?
• What are the trends in spending?
• Why is adventure travel important?
Who is the Adventure Travel Trade Association?
Global trade network of tour operators, suppliers, tourism boards and other companies dedicated to sustainable industry growth.
• More than 650 members representing 70+ countries
• Consumer initiatives to promote adventure travel: media relations, www.Adventure.Travel
• Research on trends, destinations, marketing, industry impact
• Online networking community, ‘The HUB’, of nearly 1200 professionals engaged in sharing information, partnerships, professional development,
best practices, and more
• Knowledge resources - white papers and webinar series on sustainability issues, back office management, marketing & PR, etc.
• 2011 Adventure Travel World Summit - Oct. 17-20, Chiapas Mexico - 600 professionals attend for networking, personal & professional
development, best practices, Marketplace, media outreach, and more
Who is Xola?
• Xola is a consulting and research services firm specializing in adventure tourism product development and entrepreneurship
What is Adventure Travel?
Mainstream Companies Embrace Adventure
Adventure and Volunteer Market Statistics
SOURCE: Adventure Tourism Market Report, Study by George Washington University, Adventure Travel Trade Association, Xola Consulting; 2010
• $89 Billion in global spending
• 16% of all departures from Latin America, North America and Europe are for “Adventure Travel”
• 26% of all travelers from these regions engage in adventure activities
In Scotland:
• Nature tourism = £ 1.4 billion ; 39,000 full-time jobs. Mountain biking and kayaking are worth £ 178m. Wildlife tourism brings in £ 127 million
Demographics
• 50/50 male/female ratio
• 40% are aged 30-41 (37% of this age group use tour operators)
• 19% are aged 50-74 (63% of this group use tour operators)
Adventure Traveler Segmentation by Activity
Hard Adventure:
•Mountaineering•Caving
•Roped Climbing
Soft Adventure:
•Cultural Activities•Birdwatching•Canoeing•Cycling
•Horseback riding•Safaris
Mainstream Travelers:
•Cities•Sun, Sand & Each
Other
Adventure Traveler Segmentation Evolves to Values
+ =
Eco-Traveler
•Seeks connection with authenticity of people and nature
Adventure Traveler
•Seeks connection with nature via
thrilling activities
Eco-Adventurer
•Seeks authentic, thrilling and/or
awakening activities
2009 ATTA Survey Findings
A survey of more than 275 tour operators (representing 2 million customers) found that:
• Each operator serves on average 7,482 customers each year
• Average trip price point (land cost) = $2,748
How Valuable is the Adventure Traveler?
Hard adventurers spend an additional 87% of the amount
they spent on the trip, on gear.
Soft adventure travelers spend 42% of trip price on gear
Since 2006, average spend per passenger with TUI’s adventure companies has grown by 21%
from £987 to £1198 (TUI, 2010)
Top Activities Offered by Adventure Tour Operators
% of Tour operators
Top Adventure Destinations (Current)
North Americans Latin Americans Europeans
Mexico Brazil Spain
Bahamas Argentina USA
Australia Spain France
Canada France Italy
Jamaica USA Egypt
Possible shift from traditional holidays to adventure activities in familiar
destinations…
ATTA’s Role
Systemic Issue & Business Opportunity
There is a lack of Interconnection between Travelers and Product
Adventure Travelers
Middle Men know about consumer
demands and community needs and
opportunities
Scattered communities off the mainstream
tourist tracks have interesting travel opportunities and
needs
Baby BoomersGen X & YFamiliesStudent Volunteers
NGOsTour Operators
Why Adventure Travel Matters
“If you think you’re too small to make a difference, you’ve never been in bed with a mosquito.”
-Dame Anita Roddic
THANK YOU!chrischesak@adventuretravel.
