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Adventure Travel Trends

Adventure Travel Trends. Chris Chesak, ATTA Christina 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?.

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Adventure Travel Trends

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

  2. 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?

  3. 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

  4. Who is Xola? • Xola is a consulting and research services firm specializing in adventure tourism product development and entrepreneurship

  5. What is Adventure Travel?

  6. Pioneer Companies

  7. Mainstream Companies Embrace Adventure

  8. Adventure and Volunteer Market Statistics • $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 SOURCE: Adventure Tourism Market Report, Study by George Washington University, Adventure Travel Trade Association, Xola Consulting; 2010

  9. 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)

  10. 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

  11. 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

  12. 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

  13. 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)

  14. Top Activities Offered by Adventure Tour Operators % of Tour operators

  15. Top Adventure Destinations (Current) Possible shift from traditional holidays to adventure activities in familiar destinations…

  16. ATTA’s Role • Help make sustainability a norm in the adventure industry -- Industry education eventually trickles down to traveler -- In a network, knowledge spreads • Some consumer trends are with us: “Authentivores,” “Green,” “Sustainable” • Some are against us: “Hairdryers in the jungle” • Some corporate trends are with us: CSR • Some are against us: Greenwashing, obfuscation and localwashing

  17. Systemic Issue & Business Opportunity There is a lack of Interconnection between Travelers and Product Middle Men know about consumer demands and community needs and opportunities Scattered communities off the mainstream tourist tracks have interesting travel opportunities and needs Adventure Travelers • Baby Boomers • Gen X & Y • Families • Student Volunteers • NGOs • Tour Operators

  18. Why Adventure Travel Matters While not the largest sector (it will NEVER be), it is: • Innovative (industry full of entrepreneurs) means that a lot of innovations come from this front edge • Resilient travelers – last to leave, first to return after a natural or political crisis • Leaders in sustainability – if habitat, wildlife, cultures are not protected, we have NO business, thus. A.T. people really protect it • High value customer – not always the biggest spender but because they seek local lodging, guides, crafts, food etc. more $$ stays in the destination • Requires less infrastructure – adventure travelers don’t want something paved, overbuilt etc. Use what’s already there.

  19. “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.biz christina@xolaconsulting.com

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