The thirst for adventure is alive and well, with outdoor activities continuing to be a major draw for travelers. According to a recent study by Arival, a whopping 59% of travelers engaged in outdoor adventure pursuits during their trips in 2023. This demonstrates a consistent desire for authentic experiences that connect travelers with nature.
The study, titled “The 2024 U.S. Outdoor Adventure & Activities Traveler,” surveyed 1,000 U.S. travelers from the past year and revealed some compelling insights. Among the key findings:
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Water Sports Reign Supreme:
Water-based activities like kayaking and paddleboarding took the lead, with a remarkable 49% of travelers participating in 2023. This represents a significant jump from just 20% in 2019.*
Land-Based Activities Gain Traction:
Hiking and biking also saw a surge in popularity, with 48% of travelers engaging in these activities in 2023, up from 34% in 2019.*
Younger Generation Drives the Trend:
A significant 80% of those participating in outdoor activities were under the age of 55, highlighting the appeal of these experiences for younger generations. Furthermore, 30% of participants boasted annual incomes exceeding $150,000, indicating a strong correlation between affluence and the pursuit of outdoor adventures.*
Spending Power:
Travelers are increasingly willing to invest in these experiences. The average expenditure on outdoor activities in 2023 was $300 per activity, a significant increase from $144 in 2019.*
Last-Minute Bookings:
While planning for these activities typically begins a month in advance, 58% of travelers booked their outdoor experiences within a week of participating, demonstrating a trend towards spontaneity.*
Crucial to the Overall Travel Experience:
Three-quarters of participants considered outdoor activities essential to their overall travel experience, underlining the value these experiences bring to the journey.*
Multiple Activities per Trip:
Travelers are embracing a multi-faceted approach to adventure, engaging in an average of four activities per trip.*
Information Sources:
Search engines, online videos (like YouTube), recommendations from friends and family, travel websites, and social media are the primary sources travelers rely on for planning and research.“The enduring popularity of outdoor adventure activities demonstrates a consistent desire for these experiences among travelers,” says Douglas Quinby, CEO and co-founder of Arival. “The fact that three in four travelers who participated in activities rated them as essential to their trip underscores the value these experiences bring to the overall travel journey. This presents a significant opportunity for operators who can deliver high-quality, engaging outdoor experiences.”
Paula Weisenbeck, Director of Marketing at Polaris Adventures, a leading provider of outdoor adventures, echoes this sentiment. “We’ve seen firsthand the growing enthusiasm for outdoor activities. People are craving authentic, hands-on experiences that get them outside in new and unique ways and create lasting memories. It’s not just about checking off a bucket list item anymore; it’s about connecting with nature, pushing personal boundaries, and sharing unforgettable moments with friends and family.”
Weisenbeck will be a featured speaker at the upcoming Arival 360 conference in San Diego, scheduled for September 30th to October 3rd. She will share her insights on the latest trends in outdoor adventure travel, providing valuable information for businesses and individuals alike.
The Arival study highlights a significant shift in travel preferences, with a growing emphasis on authentic experiences and active exploration. As more travelers seek to connect with nature and create lasting memories, the outdoor adventure travel sector is poised for continued growth and innovation.
