adventure travel trends snapshot · 2021. 3. 12. · about their business operations, 2019 sales,...

1© ATTA / Alden Pellet

Adventure Travel Trends SnapshotDECEMBER 2020(Recap of 2019)

2

Foreword

The data presented in this report was collected in January and February 2020 prior to global awareness of COVID-19 and shares adventure industry results from 2019. Due to the quickly evolving pandemic and the more urgent and immediate need to support our industry, this report is being released much later in the year than usual for our annual Adventure Travel Trends Snapshot. We understand that businesses are suffering and may have to rebuild or restructure and that 2020 and 2021 will look very different.

The information provided in this report can be used to support (re)building, restructuring or planning for when travelers return post-COVID. This baseline pre-pandemic information will be useful for journalists telling the story of the recovery of travel. For the adventure travel industry, it shares marketing and sales tactics that businesses find the most effective in acquiring new consumers, breaks down the elements of best-selling 2019 adventure travel products by consumer budget ranges in varied markets, profiles the adventure consumer, and offers financial benchmarks. Forecasts are omitted from our reporting; only useful trends, based on consumer demands and bookings in 2019, are included. We hope this report proves useful for the adventure travel industry as we all work to recover together.

- Heather Kelly, Senior Research Manager, ATTA

3

Contents

1. Part I: Adventure Tour Operator Profile, 2019 Trip Sales & Bookings, Adventure Customer Demographics & Travel Trends

a. Profile of Respondents…………………………………………………………………………………………………..…………………………………….Page 7

b. Marketing & Sales: Channels & Tactics.…………………………….………………………...……………………………..………………..Page 18

c. Sustainability, Safety & Risk Management.…………………………….………………...……………………………..…………..…..Page 26

d. Itinerary Trends.…………………………….………………………...…………………………………………………………..……………..………………..Page 29

2. Part II: 2019 Most Popular Adventure Trip Profile, Trip Pricing & Durationa. Profile of Respondents…………………………………………………………………………………………….……………………………………….Page 40

b. Most Popular Adventure Trip………...……………………………………………………………...……………….……………………..…...….Page 47

3. Closing Comments....………………………………………………………………………………………………………………………….……………...….....Page 58

4

Key FindingsTrip Pricing

● The average retail trip price was $3,000 per person, or $341 USD per day (excluding airfare)

● On average, 74% of trip costs are spent with local suppliers, and each guest spends about $206 USD on local handicrafts/souvenirs

Marketing Trends

● Word of mouth, tour operator partnerships, and Google Adwords advertising are the top three customer acquisition methods

Booking Patterns and Tools

● Globally, 61% of bookings were made direct, 19% through a group or partner, 15% through a travel agent, and 5% through an OTA

● 60% have an online reservation system taking credit cards and 51% of 2019 bookings were completed online using the company website or online booking platforms

● TourRadar was the most popular third-party booking channel, followed by Tripadvisor and Facebook

Sustainability and Safety and Risk Management Practices

● 32% have or are working toward a sustainability certification

● 74% have a documented safety and risk management plan

Leading Destinations and Activities

● The most popular consumer motivations for traveling were new experiences, to go off the beaten track, and to travel like a local

● The hottest trending destinations were South America, the Antarctic, Western Europe, Central Asia, and the Mediterranean

5© ATTA / Matt Corliss

Adventure Tour Operator Profile, 2019 Trip Sales & Bookings, Adventure Customer Demographics & Travel Trends

Part I:

6

Methodology

● 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.

● A survey was sent to members of the ATTA in January 2020, asking for data from 2019. Data was collected through February 2020. The survey was split into two digestible surveys to help respondents finish them faster. Part 1 asked operators about their business operations, 2019 sales, 2020 booking expectations, travel trends, and consumer motivations. Part 2 aimed to build a profile of tour operators' most popular 2019 adventure trips and asked financial forecasting questions.

● 129 respondents completed Part 1 of the survey; 83 completed Part 2.

7

1a.Profile of Respondents

8

Organization Headquarters

Q1: In what country are your company headquarters?Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

North America

Asia South America

Central America / Caribbean

Europe

Africa

Middle East (2%)

Pacific

9

Tour Operation Type

Q2: Please select your dominant tour operation typeBase: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

Inbound (Supplier)

49%

Outbound (Buyer)

39%

Outbound and Inbound

12%

10

*Regions not containing sufficient sample size (Pacific & Middle East) are included in the All Regions calculation but are otherwise excluded from this chart.

**Three total outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)

Customers Served in 2019

Q3: How many customers did your organization serve in 2019?Base: All respondents excluding three outliers as described above (n=126)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

Company Headquarters Average Number of Travelers

All Regions* (n=126) 3,974

North America** (n=44, 1 outlier omitted) 1,708

Central America/Caribbean** (n=6, 2 outliers omitted) 2,327

South America (n=20) 2,317

Africa (n=9) 950

Europe (n=29) 10,023

Asia (n=12) 3,263

11

2019 Staffing

Q4: Please share the size of your 2019 workforceBase: All respondents (n=129) excluding those left blank as indicated by the totals aboveSource: 2020 Adventure Tour Operator Snapshot Survey Part I

Number of Full-Time Staff(n=123)

Number of Part-Time Staff(n=114)

Number of Non-Staff Subcontractors(n=117)

Full-Time Staff(approx. 40 hrs/wk)

Per

cen

tag

e of

Res

pon

den

ts

Part-Time Staff(approx. 20 hrs/wk)

Non-Staff Subcontractors(guides, drivers, consultants, etc.)

12

2019 Staff Increases by Department

Q5: In which business area did you add the most staff in 2019?Base: All respondents excluding those left blank (n=128)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

In 2019, 23% of businesses added the most staff in their Operations department, and 22% added more Guides than other staff categories.

13

Average Guide-to-Guest Ratio

Q6: On average, what is your typical guest to guide ratio?Base: All respondents (n=129) excluding those left blank as indicated by the totals aboveSource: 2020 Adventure Tour Operator Snapshot Survey Part I

Headquarters Ratio

North America (n=43) 1:6

Central America/Caribbean (n=8) 1:12

South America (n=19) 1:7

Africa (n=9) 1:4

Europe (n=29) 1:11

Asia (n=11) 1:6

*Regions not containing sufficient sample size (Pacific & Middle East) are included in the Global Average calculation but are otherwise excluded from this chart.

1:8GLOBAL AVERAGE*

(n=125)

14

Average Trip Fill Rate

Q7: What is the average fill rate for your trips?Base: All respondents (n=129) excluding those left blank as indicated by the totals aboveSource: 2020 Adventure Tour Operator Snapshot Survey Part I

*Regions not containing sufficient sample size (Pacific & Middle East) are included in the Global Average calculation but are otherwise excluded from this chart.

Headquarters* Percentage

North America (n=41) 71%

Central America/Caribbean (n=8) 70%

South America (n=20) 73%

Africa (n=7) 63%

Europe (n=23) 68%

Asia (n=11) 70%

71%

GLOBAL AVERAGE*

(n=116)

15

2019 Guest Type

Q8: Please estimate the percentage of your 2019 guests in each of the following categories.Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

In North America, South America, Africa, and Europe, most tour guests were couples. Groups were most popular in Asia, and families made up the highest percentage in Central America/Caribbean.

16

2019 Guest Gender Mix

Q9: Please estimate the breakdown of your 2019 guests by gender.Q10: Please estimate the breakdown of your 2019 solo guests by gender.Base: All respondents excluding those left blank (Q9 n=123, Q10 n=119)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

Adventure travelers tended to be females, especially when traveling solo.

17

2019 Guest Age Mix

Q11: Please estimate your 2019 client age mix.Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

Most adventure travelers are between the ages of 29-60.

18

1b.Marketing & Sales: Channels & Tactics

© ATTA / Josiah Holwick

19

Direct Marketing Average Customer Reach

Q17: Please share your organization’s consumer reach through your company's direct marketing channels.Base: All respondents excluding those left blank as indicated by the totals aboveSource: 2020 Adventure Tour Operator Snapshot Survey Part I

Direct mail reach(n=108)*

Email subscribers(n=107)*

Social media audience(n=111)**

*One outlying value was labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)**Two outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)

Social media is the most popular way to reach customers, followed by email.

20

Helpful Marketing & Sales Tactics (Top 10)

Q18: Please select at most five marketing and sales tactics that are the most helpful in acquiring new guests for your business.Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

Number indicates the percent of respondents selecting each option

Word of mouth and email marketing were the most helpful marketing and sales tactics.

21

2019 Marketing Budget

Q34: What % of your organization’s annual gross revenues make up your organization's annual marketing budget?Base: All respondents excluding those left blank (n=59)Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents)

Respondents’ marketing budget was an average of 13% of their 2019 annual gross revenue.

13%

Of annual gross revenues, on average

22

Customer Acquisition Methods (Top 10)

Q18: Please select at most five marketing and sales tactics that are the most helpful in acquiring new guests for your business.Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

1. Word of mouth

2. Tour operator partnerships

3. Google Adwords advertising

4. Travel trade shows

5. Online tour booking platforms

6. Email marketing

7. Media partnerships

8. Social media advertising

9. Content marketing

10. Travel agent partnerships

23

Distribution Channels Share of Bookings

Q22: Out of 100%, please indicate the share of your 2019 guests using the following booking channels.Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents)

Headquarters Direct Group/Partner

Travel Agent OTAs

All Regions* (n=83) 61% 19% 15% 5%

North America (n=32) 80% 11% 4% 4%

Central America/Caribbean (n=5) 41% 23% 28% 7%

South America (n=11) 33% 31% 30% 7%

Africa (n=5) 43% 23% 32% 2%

Europe (n=20) 64% 20% 10% 6%

Asia (n=7) 41% 26% 31% 2%


Totals may not equal 100% due to rounding.

24

Online Direct Booking

Q23: Does your organization have an online reservation system that accepts credit cards?Q24: What percentage of your 2019 bookings were completed online using the company website or online booking platforms?Base: All respondents excluding those left blank (Q23 n=83, Q24 n=47)Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents)

60%

have an online reservation system taking credit cards

of 2019 bookings were completed online using the company website or online booking platforms

51%

25

Distribution Channels Share of Bookings

Q25: You indicated X% of your guests came through an online booking platform(s) in 2019. Please indicate which ones:Base: All respondents excluding those left blank (n=28)Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents)

Channel Direct

TourRadar 21%

Tripadvisor 17%

Facebook 13%

Evaneos 11%

Responsible Travel 11%

Viator 11%

Airbnb 9%

Expedia 9%

Booking.com 0%

Togezer 0%

26

1c.Sustainability, Safety & Risk Management

© ATTA / Charley Voorhis

27

Sustainability Certification

Q20: Does your business currently hold (or are you working to acquire) any kind of sustainability certification?Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

Adventure Green AlaskaEcotourism AustraliaEarthCheckRainforest AllianceSello S (by Chile Sernatur)

TravelifeCertified B CorpCarbon NeutralAsociación +ResponsablesModerniza (by Mexico SECTUR)

Green Tourism Canada (Sustainable Tourism 2030)TourcertEco Awards NamibiaFair Trade in Tourism

32%

have or are working toward a sustainability certification with one or more of the following*:

*This list was updated on March 11, 2021, with assistance from the Global Sustainable Tourism Council (GSTC)

28

Documented Safety & Risk Management Plan

Q21: Does your company have a documented safety and risk management plan?Base: All respondents (n=129)Source: 2020 Adventure Tour Operator Snapshot Survey Part I

74%

have a documented safety and risk management plan

29

1d.Itinerary Trends (data collected before COVID-19)

© ATTA / Border Free Travels

30

“Hot” Trending High-Demand Trips

Q12: What is your organization’s perception of the following itinerary trends based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those that selected “Not Applicable” for each itemSource: 2020 Adventure Tour Operator Snapshot Survey Part I

2. Greener/Sustainable/Low Impact Itineraries

3. Electric Bike Itineraries

4. Expert or Specialist-Guided Trips

5. Remote Destinations/Trails

6. Wellness and Mindfulness Itineraries

7. Self-Guides

1. Custom Itineraries

31

“Warm” Trending In-Demand Trips

Q12: What is your organization’s perception of the following itinerary trends based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those that selected “Not Applicable” for each itemSource: 2020 Adventure Tour Operator Snapshot Survey Part I

1. Longer Duration

2. Shorter Duration

3. Solo Travelers

4. LGBT

5. Long Haul/Overseas Trips

6. Culinary-Focused Adventures

7. Women-Focused

8. Domestic/Regional

32

Hot Trending Consumer Motivations for Adventure Travel

Q13: What is your organization’s perception of the following consumer motivations, based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those that selected “Not Applicable” for each itemSource: 2020 Adventure Tour Operator Snapshot Survey Part I

5. Wellness/Betterment Goals

4. Cultural Encounters

3. To Travel Like a Local

2. Go Off the Beaten Track

1. New Experiences

6. Last Chance Travel

33

Warm Consumer Motivations for Adventure Travel

Q13: What is your organization’s perception of the following consumer motivations, based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those that selected “Not Applicable” for each itemSource: 2020 Adventure Tour Operator Snapshot Survey Part I

5. An Adrenaline Rush / A Challenge

4. Going On Popular Adventures

3. Pampering and Luxury

2. Digital Detox (Unplug)

1. Adventure Travel as a Status Symbol

34

Hot Trending Activities

Q14: What is your organization’s perception of adventure travel activity trends, based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those that selected “Not Applicable” for each itemSource: 2020 Adventure Tour Operator Snapshot Survey Part I

1. Hiking/Trekking/Walking

2. Culinary/Gastronomy

3. Cultural

4. Wellness-focused activities

5. Cycling (electric bikes)

6. Safaris/wildlife viewing

7. Expedition cruising

8. Kayaking/sea/whitewater

9. Photography (wildlife/nature)

10. Running

35

“Warm” Trending Activities

Q14: What is your organization’s perception of adventure travel activity trends, based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those that selected “Not Applicable” for each itemSource: 2020 Adventure Tour Operator Snapshot Survey Part I

1. Sailing

2. Cycling (road/paved surface)

3. Snorkeling

4. Cycling (mountain/non-paved surface)

5. Snowshoeing

6. Overland 4x4

7. Skiing/Snowboarding

8. Stand-up paddleboarding

9. Archaeological

10. Birdwatching

36

Top Trending Activities by Region

Q14: What is your organization’s perception of adventure travel activity trends, based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those left blankSource: 2020 Adventure Tour Operator Snapshot Survey Part I

Headquarters* #1 #2 #3 #4 #5

North America Cultural Culinary Hiking/Trekking/Walking

Wellness-focused

Safaris/Wildlife Viewing

Central America/Caribbean

Cultural Snorkeling Hiking/Trekking/Walking


Wellness-focused

South America Cultural Hiking/Trekking/Walking

Culinary Photography (Wildlife/Nature)

Wellness-focused

Africa Cultural Safaris/Wildlife Viewing

Photography (Wildlife/Nature)

Birdwatching Hiking/Trekking/Walking

Europe Hiking/Trekking/Walking

Cycling (Electric Bikes)

Cultural Culinary Cycling (Road/Paved Surface)

Asia Hiking/Trekking/Walking

Cultural Wellness-focused


Culinary

*Regions not containing sufficient sample size (Pacific & Middle East) are excluded from this chart.

37

Hottest Trending Destinations

Q16: What regions of the world are you seeing customer changes of interest in booking, based on consumer demand and bookings over the last year?Base: All respondents (n=129), excluding those left blankSource: 2020 Adventure Tour Operator Snapshot Survey Part I

38© ATTA / Hassen Salum

2019 Most Popular Adventure Trip Profile, Trip Pricing & Duration

Part II:

39

Part 2 Methodology Notes

● Note that the following questions were asked, but the results are not included in this report due to the effect of COVID-19:

○ Q29: What is your outlook on net profit for 2020 (Jan-Dec or fiscal equivalent), compared to your company’s actual net profit in 2019?

○ Q30: Please estimate by how much your 2019 net profit will be up compared to 2018

○ Q31: Please select the factor that influences this positive projection the most

○ Q32: Please estimate by how much your 2019 net profit will be down compared to 2018

○ Q33: Please select the factor that influences this negative projection the most

40

2a.Profile of Respondents


41

Organization Headquarters

Q1: In what country is your organization headquartered?Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

North America

Central America/Caribbean

South AmericaAsia

Europe

Africa

Middle East (1%)

Pacific

42

Tour Operation Type

Q2: Please select your dominant tour operation typeBase: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

Inbound (Supplier)

49%

Outbound (Buyer)

37%

Outbound and Inbound

13%

Total does not equal 100% due to rounding

43


**Two total outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)

Customers Served in 2019

Q3: How many customers did your organization serve in 2019?Base: All respondents excluding two outliers as described above (n=81)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

Headquarters Average Number of Travelers

All Regions* (n=81) 3,116

North America** (n=31, 1 outlier omitted) 1,386

Central America/Caribbean** (n=4, 1 outlier omitted) 3,138

South America (n=11) 1,986

Africa (n=5) 923

Europe (n=20) 6,872

Asia (n=7) 3,132

44

Client Bookings by Region

Q21: Out of 100%, please indicate the source of your organization’s 2019 bookings by region:Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

Europe

North America

Africa

Asia

Oceania/AustraliaSouth America

45

2019 Staffing

Q4: Please share the size of your 2019 workforceBase: All respondents (n=83) excluding those left blank as indicated by the totals aboveSource: 2020 Adventure Tour Operator Snapshot Survey Part II

Number of Full-Time Staff(n=82)

Number of Part-Time Staff(n=65)

Number of Non-Staff Subcontractors(n=79)

Full-Time Staff(approx. 40 hrs/wk)

Per

cen

tag

e of

Res

pon

den

ts

Part-Time Staff(approx. 20 hrs/wk)

Non-Staff Subcontractors(guides, drivers, consultants, etc.)

46

Annual 2019 Gross Revenues ($USD)

Q27: Please share your organization’s annual gross revenues in 2019 in US Dollars:Q28: Did your organization’s 2019 gross revenues surpass its 2018 gross revenues?Base: All respondents excluding those left blank (n=69)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

responded that their 2019 gross

revenues surpassed their 2018 gross

revenues

65%

48

Primary Host Market (Top 9)operators’ most popular adventure trip 2019

Q5: Still thinking about your most popular 2019 adventure itinerary, please select the primary host market for this tripBase: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

Country

Italy 12%

United States 7%

Mexico 6%

Tanzania 6%

Ecuador 5%

France 5%

Nepal 5%

Chile 4%

Costa Rica 4%

49

Primary Source Marketoperators’ most popular adventure trip 2019

Q6: Still thinking about your most popular 2019 adventure itinerary, what is the primary source market for this trip?Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

North America

Germany

United Kingdom

Canada

Australia

Other

Mexico NepalFrance IndiaIsrael ItalyNetherlands Saudi ArabiaSingapore Tanzania

{

50

Average Client Ageoperators’ most popular adventure trip 2019

Q16: What is the average age of your clients on this trip?Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

80% of all guests on respondents’ most popular trip were aged 45-64.

51

Occupancyoperators’ most popular adventure trip 2019

Q17: Can you estimate the percentage of guests on this popular trip that book double occupancy and those that book individual (single) occupancy?Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

79%

book double occupancy book single occupancy

21%

52

Trip Lengthoperators’ most popular adventure trip 2019

Q14: What is the duration (in days) of this popular itinerary?Base: All respondents excluding one outlier as described above (n=82)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

Headquarters Trip Duration (days)

All Regions* (n=82) 8.8

North America (n=31) 8.9

Central America/Caribbean (n=5) 8.8

South America (n=11) 8.2

Africa (n=5) 12.6

Europe (n=20) 8.2

Asia (n=7) 7.7


**One outlying value was labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)

53

Average Retail Trip Price ($USD)operators’ most popular adventure trip 2019

Q8: What is the average retail trip price, per person per trip (in US dollars), of this popular 2019 adventure itinerary (package) sold to your selected source market?Base: All respondents confirming that the price they entered was per trip, not per day (n=78)Source: 2020 Adventure Tour Operator Snapshot Survey Part II


Headquarters Per Person(excluding airfare)

All Regions* (n=78) $3,000 per trip // $341 per day

North America (n=31) $3,979 per trip // $447 per day

Central America/Caribbean (n=4) $2,290 per trip // $260 per day

South America (n=11) $3,747 per trip // $457 per day

Africa (n=5) $3,220 per trip // $256 per day

Europe (n=18) $1,586 per trip // $193 per day

Asia (n=6) $1,822 per trip // $237 per day

54

Primary Adventure Activity (Top 9)operators’ most popular adventure trip 2019

Q7: What is the primary adventure activity of your most popular 2019 adventure itinerary?Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

1. Hiking/Trekking/Walking

2. Cycling (Road/Paved Surface)

3. Safaris/ Wildlife Viewing

4. Cultural

5. Culinary

6. Expedition Cruising

7. Kayaking/sea/whitewater

8. Multisport

9. Rafting

55

Trip by Pricing Categoryoperators’ most popular adventure trip 2019

Q20: Still considering your most popular 2019 adventure trip, please share whether for your selected source market, it is regarded as a budget, mid-range, or a luxury trip:Base: All respondents (n=83)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

Mid-Range

Budget/Backpacker

High-End/Luxury

56

Trip Markupoperators’ most popular adventure trip 2019

Q12: Please choose the approximate percentage range you* mark up this popular trip before marketing it to travelers.*If you do not mark up this tour, but your partners do, please select how much they mark it up.Base: All respondents (n=78) excluding those left blankSource: 2020 Adventure Tour Operator Snapshot Survey Part II

The typical trip markup for respondents’ most popular 2019 adventure trip was 11 to 35 percent.

57

Financial Benefits to the Local Economyoperators’ most popular adventure trip 2019

Q18: Still thinking of this popular 2019 itinerary, please estimate the percentage of your trip cost spent with local suppliers:Q19: If you can, please estimate what your average guest spends on local handicrafts or souvenirs on this popular trip in the host destination:Base: All respondents excluding those left blank (Q18 n=83, Q19 n=71)Source: 2020 Adventure Tour Operator Snapshot Survey Part II

74%

of trip costs are spent with local suppliers

Average spent by each guest on local handicrafts/souvenirs

$206

58

3.Closing Comments


Closing Comments

Part III:

59

Looking Forward

We feel confident that the travel industry as a whole is on a path to recovery. Adventure travel in particular is well-suited to the new trend toward socially distanced travel and outdoor activities in smaller, more

remote destinations. While we are all currently struggling to see the trail forward, it is there and we will find it together.

“ “- Shannon Stowell, CEO, ATTA

December 2020

60© ATTA / Charley Voorhis

For more information or media queries, please contact:

Heather KellySenior Research Manager, ATTA

[email protected]

mailto:[email protected]

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About the ATTAEstablished in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. Our community is made up of ~30,000 individual guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.

The adventure travel industry’s source of trade

news online at adventuretravelnews.com

ATTA’s Online Members Community at

members.adventuretravel.biz

The traveler’s guide to finding adventure at adventure.travel

The ATTA’s homepage online at adventuretravel.biz

The 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.

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adventure travel trends snapshot · 2021. 3. 12. · about their business operations, 2019 sales,...

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