Adventure tourism brands offer slower-paced novice trips for a new wave of travelers
Trend - When vacationing during COVID-19, North Americans are opting for trips that focus on the outdoors. Many of these consumers aren't experienced with outdoor activities like hiking, climbing, or kayaking and want to learn. In response, adventure tourism brands are offering slower-paced trips to accommodate the new surge of travelers.
Insight - The traveling industry has been drastically altered in light of the COVID-19 pandemic. The shelter-in-place restrictions and the increased time spent indoors have given many consumers time to reflect on what they want to experience in life–with many finding a preference for outdoor experiences. As "well-being" takes on a new meaning in the era of COVID-19, priorities have shifted with many consumers and they now looking to unplug and reconnect with the natural world.
Insight - The traveling industry has been drastically altered in light of the COVID-19 pandemic. The shelter-in-place restrictions and the increased time spent indoors have given many consumers time to reflect on what they want to experience in life–with many finding a preference for outdoor experiences. As "well-being" takes on a new meaning in the era of COVID-19, priorities have shifted with many consumers and they now looking to unplug and reconnect with the natural world.
Workshop Question - How can your brand accommodate shifting consumer priorities amid COVID-19?
Trend Themes
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Nature Novice Trips — Adventure tourism brands are addressing the rise in travel for novices by offering slower-paced trips to accommodate consumers looking to unplug and reconnect with the natural world.
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Flexible Adventure Tours — Adventure travel companies are offering flexible options such as slower-paced trips, free time, and smaller group sizes to accommodate the shifting needs of consumers seeking outdoor experiences amid COVID-19.
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Beginner-friendly Adventure Trips — Tour operators are catering to a wave of consumers seeking nature-focused vacations while accommodating novices who may not be experienced with outdoor activities by offering structured trips with tour operators.
Industry Implications
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Adventure Tourism — Adventure tourism brands like Unique Ascent, Backroads, Oku Japan, and G Adventures are catering to consumers seeking outdoor experiences and nature-focused travel options.
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Travel — The travel industry is experiencing a shift in consumer preferences with more people looking for travel experiences focused on outdoor activities and nature hikes.
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Tour Operators — Tour operators like Unique Ascent and G Adventures are offering structured trips with tour operators to guide and accommodate novice travelers, while Oku Japan and Backroads are accommodating consumer preferences with flexible options.
