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

All Inclusive
Single
Mature
Budget

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.

Channels

Billboards
Search
Pinterest
Native Ads
Influencers
TrueView
Magazines
Visitor's Guides
Display

Brands

Whole Foods
Bass Pro Shops
Crate & Barrel
The North Face
Yeti
Range Rover
Subaru
Jeep

Challenges

Communication Barriers
Less dining and accommodation options in rural areas
Travel info (navigation and routes) not always helpful or current
Limited connectivity
Varied mobility

Channels

Search
Native Ads
Instagram/Facebook
Snapchat
TrueView
Radio

Brands

Whole Foods
Bass Pro Shops
Crate & Barrel
The North Face
Yeti
Range Rover
Subaru
Jeep

Motivations

Finding others with the same interests
Transportation

Channels

Search
Instagram/Facebook
Blogs
TrueView
Billboards
Display
Radio
TV Broadcasting

Brands

Whole Foods
Bass Pro Shops
Crate & Barrel
The North Face
Yeti
Range Rover
Subaru
Jeep

Motivations

Coordination
Travel logisitics

Channels

Search
Instagram/Facebook
Snapchat
Display
Word of Mouth
Billboards

Brands

Whole Foods
Bass Pro Shops
Crate & Barrel
The North Face
Yeti
Range Rover
Subaru
Jeep

Motivations

Finding affordable accommodations, transportation, and dining options