By Taz Bareham — 14 Oct 2014
There is a massive opportunity for adventure tour operators and activity providers in attracting adventure-seeking travelers.
In fact, according to the Adventure Travel Market Report, the global adventure travel market is estimated to be valued at $263 billion. This is a growth of 65% since 2009.
Here are some more interesting insights into adventure travelers, along with tips on how you can bring them to you.
Put simply, adventure travelers are likely to become customers and promote you afterwards.
We can also break adventure travelers up into their respective age group profiles.
These travelers likely traveled throughout their youth and studied abroad for college. They grew up around technology, and so they are tech-savvy, regularly searching for good deals and new destinations online.
To get even more granular, we can break this age group up into two categories:
These travelers are already working full time, and so they have limited leave to spend on vacation. However, because they don’t get to do it often, when they do travel, they splurge on one in a lifetime opportunities (eg. climbing Mount Fuji).
They are more likely to book with a tour operator, and you can probably reach them on social media. In fact 78% are using Facebook.
These travelers spend 2-3 years in the workforce before taking the opportunity to travel for an extended time, engaging with communities and the places they go. They may go on a long trek or journey in search of authentic experiences. They’re on a budget so showing your value for a great deal is your key selling point.
Baby boomer adventure travelers either find themsleves with extra time and money as their children have moved house, or they enter retirement with good health and a curiosity to do things they couldn’t during working years.
They have large budgets and may take 2-3 international trips per year in search of cultural experiences. They may even bring their grand children along. They are inspired by reading material, TV series (such as Amazing Race), and stories from friends and family.
For a better understanding of what classifies as ‘hard’ and ‘soft’ adventures, here’s a table from the report:
No matter what type of tour or activity you operate, adventure travelers are motivated by the same things – being outdoors, and having an authentic experience where they can really get close to the local community.
How are you marketing to adventure travelers? Share your thoughts with us in the comments section below.
To get more posts like this delivered to your inbox, subscribe to our blog.