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Adventure travel


Adventure travel — primarily associated with the younger, millennial market — is proving increasingly popular with the over 40s. By Alex Coxon


Adventure travel is on the up and,


surprisingly, millennials don’t have the monopoly on this exciting market. Research from the Adventure Travel Trade


Association (ATTA) shows that 40 percent of U.S. citizens using a tour operator to help prepare their adventure vacations are now aged between 50 and 70. Moreover, the data — from ATTA’s 2017 Industry Snapshot — reveals the average adventure traveler is aged 47, with a preference for U.S. destinations, as well as those in Peru, Ecuador, Canada and Cuba. Te association’s findings resonate with


ASTA members like Steve Lima, director of USA marketing at small group adventure operator, G Adventures, who reports his company’s average client is aged between 42 and 45. However, he’s quick to highlight that this isn’t the only bracket they cater for. “We’ve several travel styles, ranging from


‘Yolo’ [18 to 30-year-olds] to family, so the demographic really does vary,” he says. “But, our average client age has been influenced by our National Geographic Journeys product [launched late 2015], which focuses more on experiences and local interactions than the physical activity [people] traditionally associate with adventure tourism.” Consumer desire for adventure travel


to be more experiential isn’t unique to G Adventures. For example, Bobbie Rae Murphy, travel specialist with Ohio-based


agency Active Travel Pro, believes that wider cultural experiences now play a huge part in the vacations she arranges. “I’m finding more and more people want a unique itinerary,” she says. “Tey come to me because I can add cultural extras, like cookery classes in Emilia-Romagna, Italy.” Postak Shrestha, owner of Himalaya and


South East Asia tour operator, Far & High Adventure Travel, agrees. “Bhutan is an up-and-coming destination


for us. Clients want to participate in cultural activities as well as trekking or rafting,” she explains. “Tey want to try local traditions, like a hot stone bath in a Bhutanese home.” While these immersive experiences are


a great add-on, it’s the active portion of the vacation that gives this market segment its name. According to Jeremy Clement, co- founder of NYC-based Project Expedition, it’s a sector that shows no signs of waning. His business, which supplies both pre-packaged and customizable adventure travel, is thriving. “Our most popular tours range from diving


in Belize and canyoneering in Costa Rica to hiking Machu Picchu,” he says. “And there’s demand for new destinations, such as Iceland, Namibia and mainland Ecuador, all the time. “Te more people experience, the more


excited they get about new adventure travel destinations,” he adds. “And that can only be a good thing.” ▶


ASTAnetwork | Fall 2017 | 61


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