Life List
Adventure travelers seek transformative experiences more than any other motivating factor, according to new research conducted by the Adventure Travel Trade Association (ATTA) in conjunction with researchers from East Carolina University.
These travelers are also interested in “once-in-a-lifetime” experiences and are inspired and motivated by storytelling. Timeless natural beauty (El Capitan or Rio De Janeiro), intense sensory experiences (bungee jumping, driving a Ferrari, running with the bulls in Pamplona, climbing Mount Everest), and exotic locations (Thailand, Bali, Italy). They are willing to push limits for an “authentic” experience (deprioritizing comfort, safety, and affordability).
Over the past decade, the adventure travel market has exploded, growing at 20% annually. According to Allied Market Research, the adventure travel market will be worth upwards of $1.3 billion by the year 2023.
It would be a mistake to assume adventure travelers are monolithic (male, millennial, white). Expense and time availability define this niche and skew it toward older, more financially secure adults. This segment is growing more inclusive and diverse, as well.
Targeting Factors
Intent Layers
Singles is the most prevalent subgroup for this intent. They tend to skew younger (25–35), and are much more likely to make key decisions based on social media channels (friends and influencers). Income varies wildly from $50–200k per year. Target lifestyle events (mud runs, farmers markets).
Mature adults (45+) are a significant subgroup for this intent. They have a higher HHI and time to devote to travel (empty-nesters). It's important to understand the increased diversity (accommodations and mobility challenges) for this subgroup and their higher tendency to travel in groups and as couples.
The budget-conscious subgroup makes up a disproportionate percentage of travelers with this intent. This group skews younger (25–30), and comfort and luxury are deprioritized. Their most likely motivation is "fun and thrills" and "escape". Channels change to social channels such as Facebook and Instagram. This group is much more likely to travel alone.
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