A new crop of adventure travelers is growing in importance — “GenY” travelers and even younger, the so-called “Millennials” are traveler segments to watch for destination developers and adventure travel tour operators. In 2008 Xola’s Natasha Martin conducted primary survey research to better understand the preferences and attitudes of youth who consider themselves adventure travelers. Key findings from Xola’s research indicate that GenY adventure travelers:
- Are driven by a destination priority over a budget concern: 82% determine destination first, then worry about budget;
- Travel with a specific purpose to explore and engage with other cultures: they indicate motivations which are consistent with those of Baby Boomer adventure travelers;
TRAVELER USE OF TECHNOLOGY
The use of technology in general is growing relative to tourism, not only the Internet but also wireless communications while traveling is becoming important to travelers.
The Internet continues to shift power from service providers to travelers, pushing the travel industry to become much more market-sensitive, responding to consumer price expectations and other factors. In fact, Forrester Research predicts that travel will remain the number one on-line retail category and grow to $119 billion by 2010.
ADVENTURE TRAVEL MEDIA TRENDS
Half of all travel media users (50%) say that they read, watch or listen to travel media at least once a month or once a week. About one-third (31%) of travelers have decided to visit a travel destination because of information that they saw or read in the travel media.
- In spite of the generally pessimistic outlook for travel and tourism this year, we have had reports from several adventure travel media sources that they are not seeing any slowdown in travel ad spending to date. Bryan Kinkade, Director, Travel & Tourism, National Geographic Adventure, stated in a July, 2008: “As it looks now, 2008 will be another record year for the ad travel category at National Geographic Adventure as more and more destinations and travel providers are identifying adventure travel as a vibrant growth and recession-resistant sector. Our readers view their adventure travel vacations as an absolute right — and while there might be some tightening in other areas of their life, they are not changing their travel plans.”
Key Adventure Company Trends
- Increasing focus on land-based immersion in Africa and East Asia;
- More sea-faring expedition tours to the Arctic, Galapagos and Alaska;
- Taking increased measures to reduce carbon imprint and impact on environment;
- Customizable trips becoming mainstays in catalogs to reach high-end travelers;
- Increase in women-oriented trips, family adventures and theme travel (e.g., culinary tours, wine vacations, gastronomic tours);
- Emergence of “frequent traveler programs” offering discounts and special offers to drive loyalty;
- Expansion in volunteer tourism opportunities; and
- Special advertising and direct marketing to customer databases; special packages to attract middle market travelers most squeezed by current fuel prices.