Adventure travelers say theres value in supplier integrity

Almost 75% of adventure travelers polled said that responsible travel practices play a key role when choosing a travel provider for an adventure vacation, according to a recent Opinion Research national survey.

The survey was sponsored by the Adventure Collection, a group of 11 adventure travel companies that includes Backroads, Buddy Bombards Europe, Bushtracks Expeditions, Canadian Mountain Holidays, Geographic Expeditions, Lindblad Expeditions, Micato Safaris, Natural Habitat Adventures, National Outdoor Leadership Schools, Outdoor Adventure River Specialists) and Off the Beaten Path.

The study found that active travelers are willing to spend an average of 10% more on excursions if they are confident that the travel provider is responsible and respects the ecology and diversity of the planet.

Of travelers who are willing to pay more for responsible travel practices, travelers under age 35 led the pack. Those 18 to 24 said they would pay up to 13% more, closely followed by the 25-to-34 group, who would pony up an additional 12%.

Bill Bryan, chairman of Off the Beaten Path, said that the results confirm that this is a new way for travel providers to look at adventure travel. More and more travelers are as interested in the cultural and environmental issues as they are in the physical attributes of the location, he said.

Bryan also said that Adventure Collection members have always believed that the true adventure experience combines both the mind and body -- which can only happen when travel providers practice and uphold responsible travel standards.

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