Travellers Trade Revenge Travel For Adventure Travel

Not only have almost three years of travel restrictions created a huge appetite for ‘revenge travel’, but consumers are also desperate to escape from normality and indulge in adventure travel. Rather than simply get away from it all, travellers are keen to explore the world in a more meaningful and adventurous way to satisfy their wanderlust rather than relax on a sandy beach.

There is some really good news out there for adventure travel operators. For example, a new report by WeTravel found that more than half of survey respondents said that there was increased demand for tours instead of all-inclusive packages and that travellers are booking closer to departure.

So, let’s delve a little deeper into why revenge travel is being eclipsed by adventure travel.

Desire For New and Exciting Experiences

Adventure travel is more than a change of scenery⁠—it involves pushing yourself outside of your comfort zone and exploring new and exciting experiences. Exciting and challenging activities such as rock climbing, hiking and white-water rafting are a few examples of the adventures many travellers seek now that they’ve had their fill of relaxing beach holidays. There are several reasons why many consumers are interested in adventure travel experiences. First and foremost, travellers are keen to experience excitement and novelty after spending a lot of time at home over the last few years. 

Awareness of Sustainable Tourism

Another factor in the rise of adventure travel is the growing awareness of sustainable tourism. Adventure tourism activities, such as cycling, climbing, kayaking, visits to archaeological sites and wellness activities, usually take place in rural or remote areas. As a result, adventure travellers are more likely to be mindful of the impact the activities they are undertaking have on the environment. Plus, some adventure travel operators work closely with local conservation organisations to support their efforts and educate travellers about the preservation of natural habitats. 

Adventure travel activities are also usually (but not always) operated by small businesses run by locals. As a result, the income generated by these activities goes back into the local economy, allowing them to make positive changes to their communities. Similarly, rural or remote adventure tourism also creates stable employment opportunities for the local population. Additionally, travellers can reach these destinations using eco-friendly transport, as they are not relying on the most polluting transport options, such as cruise ships.

Desire For Flexibility and Customisation

Flexibility matters to travellers more than ever—Phocuswright found that seven in 10 survey respondents prioritised flexible booking options. However, all-inclusive holidays typically offer little flexibility or customisation options. Many adventure travel experiences, on the other hand, allow travellers to tailor their activities to their interests and abilities. For example, travellers can choose a hiking expedition that is well-suited to their fitness level and interests rather than a pre-packaged itinerary that doesn’t take their individual needs into account. 

Cost Concerns

The cost of living crisis is changing how consumers travel. A study conducted late last year found that 41 per cent of Brits wouldn’t be able to go on holiday due to the rising cost of living. Those who are looking to travel are searching for good value holiday deals, and for this reason, adventure travel is receiving more attention. All-inclusive holidays tend to be expensive, as all available amenities and services are included in the price. In contrast, adventure travel can be more cost-effective, as travellers are able to select experiences to fit their interests and budgets.

Final Thoughts

It is clear that adventure travel is becoming a popular option for travellers. With a strong desire for new and exciting experiences, a growing awareness of sustainable tourism, a need for flexibility and customisation and cost concerns, more consumers are turning to adventure travel as a way to explore the world in a more meaningful way. As we move forward, it will be interesting to see how adventure travel continues to respond to traveller demand and evolve