Adventure Travel Trends Chris Chesak, ATTA Christina Heyniger, Xola Consulting.

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?

Pioneer Companies

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.

[email protected]