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,
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 , Chiapas Mexico 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 (37% of this age group use tour operators)
19% are aged (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)
North Americans
Latin Americans
Europeans
Mexico
Brazil
Spain
Bahamas
Argentina
USA
Australia
France
Canada
Italy
Jamaica
Egypt
Possible shift from traditional holidays to adventure activities in familiar destinations…

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

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:
High value customer – not always the biggest spender but because they seek local lodging, guides, crafts, food etc. more $$ stays in the destination
Innovative (industry full of entrepreneurs) means that a lot of innovations come from this front edge
Requires less infrastructure – adventure travelers don’t want something paved, overbuilt etc. Use what’s already there.
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

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!