the adventure traveler: who · is the adventure traveler? a person who likes to be outside in...
TRANSCRIPT
THE ADVENTURE TRAVELER:WHO &WHY
MAY 2018
What is adventure?
green tourism?
green tourism?outdoor
recreation?
eco tourism? green tourism?outdoor
recreation?
outdoor recreation?
eco tourism? green tourism? extreme sports?
outdoor recreation?
eco tourism? green tourism? extreme sports?
FAD?
FAD?
TRUTH.
outdoor recreation?
eco tourism? green tourism? extreme sports?
There's a real world out there.
Watch Video:
https://youtu.be/k5qzBeaFzQ0
EXPERIENCE TO TRANSFORMATION“brands to become lifelong partners
through services and experiences that can help them live their best lives.”
– Future Of Service
WHOIS THE ADVENTURE
TRAVELER?
WHOIS THE ADVENTURE
TRAVELER?
of the US population can be considered an adventure traveler66%
WHOIS THE ADVENTURE
TRAVELER?
a person who likes to be
outside in nature
of the US population can be considered an adventure traveler66%
WHOIS THE ADVENTURE
TRAVELER?
a person who likes to be
outside in nature
who tries and learns
new things
of the US population can be considered an adventure traveler66%
WHOIS THE ADVENTURE
TRAVELER?
a person who likes to be
outside in nature
who tries and learns
new things
wants an off-the-grid experience
of the US population can be considered an adventure traveler66%
WHOIS THE ADVENTURE
TRAVELER?
a person who likes to be
outside in nature
who tries and learns
new things
wants an off-the-grid experience
average trip duration is 6.5 days
of the US population can be considered an adventure traveler66%
WHOIS THE ADVENTURE
TRAVELER?
a person who likes to be
outside in nature
who tries and learns
new things
wants an off-the-grid experience
average trip duration is 6.5 days
will embrace local nuances
of the US population can be considered an adventure traveler66%
WHOIS THE ADVENTURE
TRAVELER?
a person who likes to be
outside in nature
who tries and learns
new things
wants an off-the-grid experience
average trip duration is 6.5 days
will embrace local nuances
works hard to be healthy
of the US population can be considered an adventure traveler66%
FROM
MILLENNIALSTO
BOOMERS
INCLUDES
FAMILIESAND
SINGLES
FROM
MILLENNIALSTO
BOOMERS
The adventure traveler crosses over demographics
because it’s a mindset.
INCLUDES
FAMILIESAND
SINGLES
FROM
MILLENNIALSTO
BOOMERS
Millennials want to learn
new things.
Boomers want to rekindle life passions.
WHAT
MOTIVATES THEM ALL?
transformation
WHAT
MOTIVATES THEM ALL?
expanded world view
transformation
WHAT
MOTIVATES THEM ALL?
nature and discovery
expanded world view
transformation
WHAT
MOTIVATES THEM ALL?
transformationexpanded world view
nature and discovery
learning
WHAT
MOTIVATES THEM ALL?
HOW DO THEY DESCRIBE THEMSELVES?
kind, efficient, organized and imaginative
think travel should be about enriching knowledge
not very interested in owning luxurious products
have a moderately altruistic nature
HOW DO THEY DESCRIBE THEMSELVES?
kind, efficient, organized and imaginative
think travel should be about enriching knowledge
not very interested in owning luxurious products
have a moderately altruistic nature
enjoy working on new ideas
consider myself an intellectual
enjoy cultural immersion
when I travel
HOW DO THEY DESCRIBE THEMSELVES?
WHAT DO THEY
LIKE TO DO?
WHAT DO THEY
LIKE TO DO?
TOP 5:hiking
kayakingrafting
backpackingtrekking
paddleboarding
Is it what or is it why?
Watch Video:
https://www.youtube.com/watch?v=lMsxrJeJ8lU&feature=youtu.be
EXPERIENCE TO TRANSFORMATION“brands to become lifelong partners
through services and experiences that can help them live their best lives.”
– Future Of Service
whYis THis a goodopportunity?
This adventure traveler is a perfect match for outdoor, playful destinations where size is trumped
by local culture and accessible adventure.
CLOSE THE GAP
The adventure traveler market
closes the seasonality gap.
CLOSE THE GAP
CONNECT
CONNECT
The adventure traveler inspires
emerging markets.
who IS THE CANADIANAUDIENCE?
of Canadian travelers are Active Adventurers1/4
main activity is adventure
related
42%Canadians are more
likely to be Active Adventurers
LOCAL IMPACT
UK MACRO TREND: "Civic Brands"
Consumers expect brands to create social change.
LOCAL IMPACT
If you build it (and it's something good),they will come.
Watch Video: https://www.theverge.com/2017/8/9/16112758/milan-vertical-forest-stefano-boeri-video
A BIG UMBRELLAadventure can go many different ways
adventure grazers
adventurers
up & coming adventurers
adventure enthusiasts
mass travelers 34%
7.5%
14.4%
20%
23.9%
Adventure helps people transform into their best selves.
The Adventure Traveler is a mindset.
The trend is a natural fit for Pensacola and NWFL.
