2019 trends snapshot - destinationpanamacity.com€¦ · outbound adventure tour operators noted...

ADVENTURE TRAVEL TRENDS SNAPSHOT APRIL 2019 PART I

Adventure Tour Operator Profile, 2018 Trip Sales & Bookings,

Adventure Customer Demographics & Travel Trends

© ATTA / Josiah HolwickMadhya Pradesh, India

© ATTA 2019

Every year since 2006 the ATTA has surveyed its growing database of tour operators. Each year adventure travel tour operators are invited to share information about their business operations as well as trends they are experiencing with respect to traveler demographics, destinations, and activities.

For 2019, the Industry Snapshot survey was split into two digestible surveys to help respondents finish them faster. Part 1 asked operators about their business operations, 2018 sales, 2019 booking expectations, travel trends, and consumer motivations. Part 2 aimed to build a profile of tour operators' most popular 2018 adventure trips and asked financial forecasting questions.

Respondent Profile - Industry Snapshot Part I The respondent profile is consistent with past years and mirrors ATTA’s tour operator membership profile. The largest group of respondents this year were from North America (40 percent), followed by Europe (22 percent) and South America (15 percent). Respondents from Asia (10 percent), Africa (7 percent), the Pacific (3 percent), Central America/Caribbean (2 percent), and the Middle East (1 percent) are also represented in the survey.

Overview & Methodology

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Result Highlights

Top Trending Trip Types

Consistent with the 2018 findings, custom itineraries are still in high demand in 2019, and hiking again is the hottest trending adventure activity.

SNAPSHOT SURVEY PART I

© ATTA 2019

The operational profile of respondents is also consistent with past years. More than half (62 percent) of respondents characterize themselves as inbound operators (suppliers), while more than a quarter (29 percent) characterized themselves as outbound tour operators (buyers). Less than ten percent of respondents (9 percent) said they function as both inbound and outbound companies.

Traveler and Product Trends

Itineraries and Activities

Survey respondents were asked to characterize the popularity of different trip types and their responses were categorized on a spectrum of “cold” to “hot” with “cold” trip types indicating trips that receive little to no interest from clients, and “hot” indicating itineraries and activities receiving high interest from clients.

The number one activity registering as “hot” is hiking. Also in high demand are cycling, culinary activities, wildlife/nature photography, cultural activities, safaris, and wellness-focused activities. At the warm end of the spectrum, operators noted expedition cruising, kayaking, climbing, survival training, stand-up paddle boarding, birdwatching and more activities to be in demand. On the cooler end, rafting, canoeing, sailing, kitesurfing and canyoneering appear to be stagnant in demand with tour operators. Sandboarding, orienteering, wakeboarding, and heli-skiing were the least in-demand activities.

Travelers

In terms of adventure traveler demographics, the customer demographics reported by tour operators is consistent with what has been reported in the past.

The largest group of adventure travel tour operator clients (43 percent) are between the ages of 51 - 70. Twenty-three percent of adventure travel company clients are between the ages of 41 - 50; 18 percent are between the ages of 29 - 40. Ten percent of clients are under age 28, and six percent are over age 70. In terms of a global average, the average adventure travel client is 49 years old.

Clients are slightly more likely to be women - 53 percent of clients - than men. Couples are the most prevalent group type - 40 percent of clients. Nineteen percent of clients are families; 18 percent are solo travelers. Groups make up 23 percent of guests.

Key Source MarketsEurope and North America continue to be the leading source markets for adventure travelers. For companies based in North America and South America, North American guests make up the majority. For companies based in Africa and Europe, European guests are dominant. Asia is a strong source market for Asian-based companies, followed by Europe.

© ATTA 2019

Bookings

Half of the respondents say their organization has an online reservation system that accepts credit cards, relatively unchanged from last year. In 2017, 51 percent of companies indicated they had online booking systems that could accept credit cards.

In terms of bookings completed online, companies based in North America (35 percent), Europe (29 percent) and Asia (28 percent) outpace other regions of the world.

Adventure travel tour operators say that 54 percent of their guests come to them directly, 19 percent come through another group or partner, 18 percent come through travel agents and 9 percent from an online booking platform.

Destinations

Outbound adventure tour operators noted the following five regions as “hot” with significantly “increased interest” in the past year: Scandinavia, South America, Northern Africa, Southern Africa and the Middle East. The Middle East (Jordan, Saudi Arabia, UAE) was noted by most operators as a destination of renewed interest. Eastern Europe and Southeast Asia slipped into the “warm” category from "hot." Destinations for which tour operators have experienced mainly unchanged demand from last year are Central America, the Caribbean, Russia, and West Africa.

Operations

Adventure travel companies continue to retain the classic small business profile, with ten or fewer employees. In terms of additions to staff, most adventure companies say they added staff to the operations component of their business, followed by guides.

© ATTA 2019

Organization Headquarters

Europe22%

South America15%

Central America / Caribbean2%

Middle East 1%

Africa7%

Pacific3%

Asia10%

North America40%

Q1: In what country are your company headquarters?Base: All respondents (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

© ATTA 2019

Tour Operation Type

Q2: Please select your dominant tour operation type:Base: All respondents (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

Outbound (Buyer)29%

Outbound and Inbound9%

Inbound (Supplier)62%

© ATTA 2019

Customers Served in 2018

HEADQUARTERS AVERAGE NUMBER OF TRAVELLERS

ALL REGIONS 1,791(N=221) (23 OUTLYING VALUES OMITTED)**

ASIA 2,086(N=24) (2 OUTLYING VALUES OMITTED)**

AFRICA 2,846(N=16) (2 OUTLYING VALUES OMITTED)**

EUROPE 2,809(N=49) (6 OUTLYING VALUES OMITTED)**

NORTH AMERICA 1,157(N=84) (17 OUTLYING VALUES OMITTED)**

SOUTH AMERICA 2,115(N=35) (2 OUTLYING VALUES OMITTED)**

* Regions not containing sufficient sample size are excluded from this chart.** The outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)

Q3: How many customers did your organization serve in 2018? Please provide us with your best estimate.Base: All respondents (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

© ATTA 2019

2018 Staffing

FULL-TIME EQUIVALENT* STAFF NON-STAFF SUBCONTRACTORS

Num

ber o

f Sta

ff

10 and less

11 to 20

21 to 50

51 to 100

More than 100

Percentage of Respondents

8%

8%

17%

18%

49%

Percentage of Respondents

6%

7%

15%

16%

57%

Q4: How many full-time staff did you employ in 2018 (working around 40 hours per week)? Exclude non-staff contractors (e.g., guides).Q5: How many part-time staff did you employ in 2018 (working around 20 hours per week)? Exclude non-staff contractors (e.g., guides).Q6: How many non-staff subcontractors (e.g., guides) did you have in 2018?Base: All respondents (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

(N=251)*Includes part-time staff, each of whom is a 0.5 full-time equivalent staff member

(N=247)

© ATTA 2019

2018 Staff Increases By Department

Operations27%

No additions in 201818%Sales

15%

Other4%

Accounting<1%

Marketing8%

Office Administration7%

Guides21%

Q7: In what business area did you add the most staff in 2018?Base: All respondents (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

© ATTA 2019

Guide to Guest Ratio

HEADQUARTERS RATIO

AFRICA 1:5(N=18)

ASIA 1:8(N=26)

EUROPE 1:9(N=55)

NORTH AMERICA 1:7(N=100)

SOUTH AMERICA 1:6(N=37)

GLOBAL AVERAGE

1:7

Q8: On average, what is your typical guest to guide ratio?Base: All respondents (n=247); missing base (n=4); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

(N=240)7 OUTLYING VALUES OMITTED*

* Regions not containing sufficient sample size are excluded from this chart.** The outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)

© ATTA 2019

Source of Bookings by Company Headquarters

Q9: Please indicate your percentage of 2018 bookings by source regions (Out of 100).Base: All respondents (n=229); missing base (n=22); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

1%

Com

pany

Hea

dqua

rters

Africa

Asia

Europe

N. America

S. America

Source of Bookings, Average Percentage Reported

0.029

6%

4%

5%

12%

9%

1%

7%

4%

1%

16%

16%

11%

3%

1%

2%

8%

6%

5%

40%

4%

36%

54%

22%

16%

26%

33%

18%

58%

30%

43%

Europe North America Asia South America Africa Oceania Polar

(N=14)

(N=93)

(N=33)

(N=52)

(N=24)1%

3%

16%

1%

11% 7%

4% 3%

16%2%

© ATTA 2019

Travel Agents18%

Group/Partner Booking19%

Direct54%

Online Booking Platform (OTAs)

9%

Key Booking Channels

Q10: Please estimate your percentage of 2018 bookings by distribution channels (Out of 100).Base: All respondents (n=229); missing base (n=22); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

© ATTA 2019

Percent of Organizations With an Online Reservation System Accepting Credit Cards

No50%

Yes50%

Q12: Does your organization have an online reservation system that accepts credit cards?Base: All respondents (n=226); missing base (n=25); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

© ATTA 2019

Percentage of Bookings Completed Online*

BY COMPANY HEADQUARTERS

*Online booking means the entire transaction is completed using an automated system to select the trip, confirm availability and pay.

Africa

Asia

Europe

North America

South America 9%

35%

29%

28%

10%

Q13: What percentage of your bookings are completed online?Base: All respondents (n=214); missing base (n=37); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

(N=22)

(N=14)

(N=52)

(N=84)

(N=30)

© ATTA 2019

Customer Demographics

Traveler Type Gender

Female53%

Male47%

Couples40%

Groups23%

Solos18%

Families19%

Solo Travelers

Female56%

Male44%

Q15: Please estimate the percentage of your 2018 guests in each of the following categories. (Out of 100)Q16: Please estimate the breakdown of your 2018 guests by gender. (Out of 100)Q17: Please estimate the breakdown of your 2018 solo guests by gender. (Out of 100)Base: All respondents (n=213); missing base (n=38); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

(N=213) (N=209) (N=200)

© ATTA 2019

Client Age Mix

Q18: Please estimate your 2018 client age mix. (Out of 100)Base: All respondents (n=213); missing base (n=38); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

28 and under

29-40 years old

41-50 years old

51-60 years old

61-70 years old

70+ years old 6%

17%

26%

23%

18%

10%

66%

© ATTA 2019

5. Expert or Specialist-Guided Trips

3. Green/Sustainable ItinerariesTrips intentionally and carefully designed to be environmentally sustainable. For example zero-waste, carbon negative or neutral.

4. Family/Multi-Generation

2. Remote Destinations/Trails

6. Long Haul/Overseas Travel

7. Slow Travel ItinerariesUnrushed trips, allowing for deeper connection with the destination/nature

Hot Trending Trip Types“Hot” trip types are in high demand

HOT!

Q19: Compared to 2018, please share your perception of itinerary trends for 2019. What type of itineraries do you expect to be in high demand in 2019?Base: All respondents (n=207); missing base (n=44); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

1. Custom Itineraries

© ATTA 2019

2. Women-Focused

3. Multi-Sport Itineraries

4. Self-Guided

5. Wellness and Mindfulness Itineraries

7. Solo Travel

8. Off-Peak Travel(Shoulder Season)

9. Domestic/RegionalWARM

Warm Trending Trip Types“Warm” trip types are in demand

Q19: Compared to 2018, please share your perception of itinerary trends for 2019. What type of itineraries do you expect to be in high demand in 2019?Base: All respondents (n=207); missing base (n=44); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

1. Electric-Bike Itineraries6. Culinary-Focused Adventures

© ATTA 2019

Hot Trending Consumer Motivations for Adventure Travelin 2019

“Hot” indicates these factors are very strong motivators

HOT!

Q20: Compared to 2018, please select your organization’s perception of these general consumer motivations driving adventure travel bookings in 2019.Base: All respondents (n=203); missing base (n=48); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

1. New Experiences

2. To Travel Like a Local

3. Cultural Encounters

4. Wellness/Betterment Goals

5. Adventure Travel as a Status Symbol

© ATTA 2019

WARM

Warm Trending Consumer Motivations for Adventure Travel in 2019

“Warm” indicates these factors are strong motivators

Q20: Compared to 2018, please select your organization’s perception of these general consumer motivations driving adventure travel bookings in 2019.Base: All respondents (n=203); missing base (n=48); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

1. Digital Detox (Unplug)

2. Pampering and Luxury

3. Adrenaline Rush/A Challenge

© ATTA 2019

2. Cycling (Electric-Bikes)

3. CulinaryFor example, rural gastronomic experiences, wine tasting, craft beer, cooking classes, and more.

4. Photography (Wildlife/Nature)

7. Wellness-Focused ActivitiesSuch as yoga, meditation, forest bathing, etc.

5. Cultural

6. Safaris/Wildlife Viewing

9. Cycling (Road/Paved Surface)

Hot Trending Activities“Hot” trip types are in high demand

HOT!

1. Hiking/Trekking/Walking

Q21: Compared to 2018, please select your organization's perception of adventure travel activity trends for 2019.Base: All respondents (n=204); missing base (n=47); total base (n=251)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

8. Cycling (Mountain/Non-Paved Surface)

10. Running

© ATTA 2019

2. Stand-up Paddleboarding

3. Overland 4x4

4. Kayaking/Sea/Whitewater

5. Climbing (Mountain/Rock/Ice)

6. Survival Training

11. Scuba Diving

10. Birdwatching

9. Fishing

8. Adventure Racing

7. Snorkeling

WARM

Warm Trending Activities“Warm” trip types are in demand

1. Expedition Cruising


© ATTA 2019

Top Trending Activities by Region

HEADQUARTERS #1 #2 #3 #4 #5

ASIA HIKING/ TREKKING/WALKING

PHOTOGRAPHY (WILDLIFE/NATURE)

CYCLING (MOUNTAIN/NON-PAVED) WELLNESS-FOCUSED CYCLING (ROAD/

PAVED SURFACE)

EUROPE CYCLING (ELECTRIC BIKES)

HIKING/ TREKKING/WALKING

CYCLING (ROAD/PAVED SURFACE)

PHOTOGRAPHY (WILDLIFE/NATURE) CULINARY

NORTH AMERICA HIKING/ TREKKING/WALKING CULTURAL SAFARIS/ WILDLIFE

VIEWINGPHOTOGRAPHY

(WILDLIFE/ NATURE) CULINARY

SOUTH AMERICA HIKING/ TREKKING/WALKING

SAFARIS/ WILDLIFE VIEWING CULINARY PHOTOGRAPHY

(WILDLIFE/ NATURE) WELLNESS-FOCUSED


© ATTA 2019

ScandinaviaSouth AmericaNorthern AfricaSouthern Africa

Middle EastMediterranean

South East AsiaEastern EuropeWestern Europe

East AfricaIndia/South Asia

Central AsiaChina/North East Asia

North AmericaAntarctica

OceaniaArctic

No Change IncreasedInterest

DecreasedInterest

Hottest Trending Destinations“Hot” destinations have high levels of client demand

Q23: Compared to 2018, what regions of the world are you seeing customer changes of interest in booking for 2019?Base: Outbound, and Outbound & Inbound Operator Respondents (n=96)Source: 2019 Adventure Tour Operator Snapshot Survey Part I

Outbound buyers report on destinations with the highest client demand.

(N=50)(N=63)(N=43)(N=51)(N=37)(N=51)(N=49)(N=43)(N=52)

(N=53)(N=51)(N=33)(N=43)(N=48)(N=38)(N=46)(N=40)

HOT!

ABOUT THE ATTAEstablished in 1990, the Adventure Travel Trade Association (ATTA) serves over 1,300 members in 100 countries worldwide. Members predominantly include tour operators, tourism boards, specialty agents and accommodations with a vested interest in the sustainable development of adventure tourism. The ATTA delivers solutions and connections that propel members towards their business goals and the industry toward a responsible and profitable future. Through its regional AdventureConnect and AdventureNEXT events and annual Adventure Travel World Summit and AdventureELEVATE trade conference, the ATTA excels in professional learning, networking and partnering services. With expertise in research, education, adventure travel industry news and promotion, members of the ATTA receive competitive opportunities that help establish them as leaders in adventure tourism.

ABOUT OUR RESEARCHThe ATTA strives to produce regular reports that take the pulse of the industry through our membership as well as the global travel industry. In addition, consumer research studies lend insight into the fast paced and changing world of travel and travelers' perceptions of it. At adventuretravel.biz, our Research Reports can be located that dive deeply into the motivations of adventure travelers, the size of the industry, the landscape and health of the industry at large, as well as other targeted reports on subjects ranging from Travel Agents to adventure travel in specific destinations.

THE ATTA’S WEB PROPERTIES

The ATTA’s Web Properties

The ATTA’s homepage online atwww.adventuretravel.biz

The adventure travel industry’s source of trade news online atwww.adventuretravelnews.com

The traveler’s guide to nding adventure atwww.adventure.travel

The annual trade-only industry conference. Learn more online atwww.adventuretravel.biz/summit

The HUB is ATTA’s Online Members Community athttp://members.adventuretravel.biz

AdventureTravelNewsTM

Established in 1990, the Seattle-based ATTA is a global membership organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. ATTA members include tour operators, destination marketing organizations, tourism boards, specialty travel agents, guides, accommodations, media and service providers. Host of the annual Adventure Travel World Summit executive conferences, the ATTA provides professional support, development, education, research, marketing, career building, networking and cost-saving resources to its members.

















ADVENTURE TRAVEL TRENDS SNAPSHOT APRIL 2019 PART I

Adventure Tour Operator Profile, 2018 Trip Sales & Bookings,

Adventure Customer Demographics & Travel Trends

© ATTA / Josiah HolwickMadhya Pradesh, India

2019 trends snapshot - destinationpanamacity.com€¦ · outbound adventure tour operators noted...

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