Monday, August 19, 2024 Arival ‘s latest study indicates that outdoor adventure pursuits continue to be favored among travelers, with 59% engaging in these activities on their trips in 2023. The study, named “The 2024 U.S.
Outdoor Adventure & Activities Traveler,” involved a survey of 1,000 U.S. travelers from the past year.
It revealed that a significant 80% of those participating in such activities were younger than 55. “The enduring popularity of outdoor adventure activities demonstrates a consistent desire for these experiences among travelers,” said 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.” Additionally, the study underscores a rise in the frequency of activity engagement among travelers, who partook in an average of four activities per journey in 2023, an increase from 3.5 in 2019.
Leading the way, water-based activities, including kayaking and paddleboarding, saw 49% of travelers participating in 2023, a significant jump from 20% in 2019. Meanwhile, land-based pursuits such as hiking and biking also saw a robust increase, with 48% involvement in 2023, up from 34% in 2019. Key insights from the study include: Rising Interest in Water Sports: Water-based activities topped the popularity charts, with participation climbing from 20% in 2019 to 49% in 2023 among respondents.
Increased Participation in Land-Based Activities: There was also a notable increase in land-based activities, with 48% engagement in 2023, up from 34% in 2019. Young, Affluent Participant Profile: A significant 80% of those engaging in these activities are under 55, with 30% boasting annual incomes exceeding $150,000. Increased Expenditure on Activities: On average, participants spent $300 per activity in 2023, a sharp increase from $144 in 2019, though less than the peak of $404 in 2021.
Changing Booking Habits: In 2023, 58% of travelers booked their activities within a week of participating, yet planning typically started about a month in advance. Crucial to Overall Experience: Three-quarters of participants considered these activities crucial to their travel experience. Engagement in Multiple Activities: On average, travelers engaged in four activities per journey.
Sources for Research and Planning: The primary sources for planning and research were search engines, online videos (like YouTube), advice from friends and family, travel websites, and subsequently, social media. Paula Weisenbeck, Director of Marketing at Polaris Adventures , a leading provider of outdoor adventures, provided some further insight on the findings. “We’ve seen firsthand the growing enthusiasm for outdoor activities.
People are craving authentic, hands-on experiences that gets 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 is set to be a highlighted speaker at the forthcoming Arival 360 conference in San Diego, scheduled for September 30th to October 3rd.
She will present her perspectives on the latest developments in outdoor adventure travel..
