As more people look for authentic, meaningful, (and impressive-on-Facebook) experiences, the adventure travel segment stands to grow.
Food is now the leading hook in travel and many travelers the world over not only perceive food tourism as an adventure but are also calling for more adventure type tours to heavily incorporate food experiences among hiking or white water rafting expeditions.
All tours are not created equal, and Wade's approach actually tries to avoid sameness.
The next generation of upscale soft adventure resorts are building out their experiential programming and content to offer more variety for a wider range of leisure and group clientele.
Tourists are more fickle then milk, so New Zealand needs to make sure its solutions are more diverse than tying a few extra bungee cords to bridges.
Young Chinese travelers increasingly want to connect with their adventurous sides as that market matures, but they're also bungee jumping, luging, and skiing to show-off cool photos on their social media profiles to prove they deserve attention and respect.
Films often have an outsized impact on demand for destinations that previously attracted little attention and few visitors.
Butterfield & Robinson has tracked the emergence of mainstream adventure travel and adopted its product without weakening its position as a high-end operator. Its insights on what customers want and how to deliver on it can be useful to operators that serve all customer bases.
Seeing someone who does "responsible tourism" actually do responsible tourism is incredibly refreshing.
Adventure travelers say they would use travel agents and tour operators for their experience in knowing what destinations offer, but these findings question whether these travelers think travel agents and tour operators know exactly what they're looking for: an experience that is all their own.