Recent research from Arival reveals that outdoor adventure activities are increasingly vital to travelers, with 75% of respondents considering them essential to their trips. The report, titled “The 2024 U.S. Outdoor Adventure & Activities Traveler,” surveyed 1,000 U.S. citizens who traveled in the past year, finding that 59% engaged in outdoor activities during their journeys in 2023. Notably, 80% of those participating in these activities were under the age of 55.
Douglas Quinby, CEO and co-founder of Arival, emphasized the significance of these findings: “The enduring popularity of outdoor adventure activities demonstrates a consistent desire for these experiences among travelers.”
He pointed out that the high rating of these activities as essential underscores their value in enhancing the overall travel experience. This trend presents a substantial opportunity for operators who can provide engaging and high-quality outdoor experiences.
The study also highlights a shift in participation frequency, with travelers engaging in an average of four activities per trip in 2023, an increase from 3.5 activities in 2019. Water-based activities, such as kayaking and paddleboarding, have seen remarkable growth, with participation rising to 49% in 2023 from just 20% in 2019. Similarly, land-based activities like hiking and biking also gained popularity, with participation increasing to 48% compared to 34% in 2019.
Modern travelers are focused on connecting with nature and sharing unforgettable moments with friends and family rather than merely ticking items off a bucket list. This research underscores a broader trend in travel preferences, suggesting that operators who can adapt to these desires will thrive in a competitive market.
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