Outdoor adventure activities remain a popular choice for travellers with 59 pc participating in such activities during their trips in 2023, says new research from Spanish public relations firm Arival.
According to 2024 US Outdoor Adventure and Activities Traveller, a report prepared by travel services company Arival, which surveyed 1,000 American citizens who have travelled in the past year, 80 pc those participating in outdoor activities were under 55.
“The enduring popularity of outdoor adventure activities demonstrates a consistent desire for these experiences among travellers,” says Douglas Quinby, CEO and co-founder of Arival.
The research highlights the increasing frequency of activity participation, with travellers engaging in an average of four activities per trip in 2023, up from 3.5 in 2019.
The survey says that water-based activities, such as kayaking and paddleboarding, lead the pack with 49 pc of travellers participating in 2023, up from 20 pc in 2019.
Land-based activities like hiking and biking follow closely behind, with 48 pc participation in 2023, compared to 34 pc in 2019.
It adds that 80 pc of activity travellers are under 55, and 30 pc have incomes over USD 150,000 and that travellers spent an average of USD 300 per activity in 2023, more than double the amount spent in 2019 (USD 144), although this is less than the 2021 peak of USD 404.
In terms of booking patterns, 58 pc of activity travellers booked their activities within a week of the experience in 2023, however, research begins much earlier, around a month before the experience.
“The fact that three in four travellers who participated in activities rated them as essential to their trip underscores the value these experiences bring to the overall travel journey. This presents a significant opportunity for operators who can deliver high-quality, engaging outdoor experiences,” Quinby adds.
“We have seen firsthand the growing enthusiasm for outdoor activities. People are craving authentic, hands-on experiences that gets them outside in new and unique ways and create lasting memories,” says Paula Weisenbeck, Director of Marketing at Polaris Adventures, a leading provider of outdoor adventures.
“It is not just about checking off a bucket list item anymore; it’s about connecting with nature, pushing personal boundaries, and sharing unforgettable moments with friends and family,” Weisenbeck adds.