LAS VEGAS -- Adventure travel is a lucrative and growing
segment for Travel Leaders Network agents, according to survey results released
during the company's annual EDGE conference at Caesars Palace.
"It's a growing segment globally for the industry, but
also for Travel Leaders," said Perry Lungmus, vice president of Travel
The survey was conducted in a partnership with the Adventure
Travel Trade Association (ATTA). Travel Leaders Network also offers members a certification
course in adventure travel in conjunction with the association.
According to Russell Walters, regional director for the
ATTA, adventure travel has been steadily growing. In 2009, it was an $89
billion industry, and in 2017, it was a $683 billion industry. About 30% of
global tourism spending is in adventure travel.
Walters defined adventure travel as a trip where a traveler
interacts with nature, has some form of physical activity or some form of
cultural exchange. Any time two of those three things intersect, the travel is
considered active and adventure.
Lungmus said 85% of Travel Leaders Network agents who sell
adventure travel have reported growth in the past year. Demographically, their
travelers are split evenly between men and women, with women being the decision-maker
60% of the time.
As to the type of active and adventure trips agents are
booking, cultural tours are the most popular, followed by hiking, walking and
trekking; culinary or foodie; scuba diving and snorkeling; small ship
expedition cruises; sea kayaking or kayak touring; biking; safari; whitewater
rafting; and multisport (hike, bike, raft).
Lungmus said the hottest destinations are Western Europe,
North America, Central America and the Caribbean. The majority of travelers are
ages 29-60 (22% are 51-60, 30% are 42-50 and 30% are 29-40). And, it can be a
lucrative segment: 22.5% of agents said clients typically spend more than
$5,000 per person on a trip (33% reported spending of $3,000 to $5,000, while
30% reported spending of $2,000 to $3,000).