Three quarters of travellers say outdoor activities are essential to their travels

Arival’s new report, titled “The 2024 US Outdoor Adventure & Activities Traveler” surveyed 1,000 US citizens who have travelled in the past year and found that outdoor adventure activities remain a popular choice for travellers, with 59% participating in such activities during their trips in 2023. According to Arival 80% of those participating in outdoor activities were under 55.

Douglas Quinby, CEO and co-founder of Arival, commented: “The fact that three in four travellers 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.”

The research also highlights the increasing frequency of activity participation, with travellers engaging in an average of four activities per trip in 2023, up from 3.5 in 2019. Water-based activities, such as kayaking and paddleboarding, lead the pack with 49% of travellers participating in 2023, up from 20% in 2019. Land-based activities like hiking and biking follow closely behind, with 48% participation in 2023, compared to 34% in 2019.

Key findings from the report:

• Popularity of water sports: water-based activities were the most popular among those surveyed, with 49% participating in 2023, up from 20% in 2019
• Strong demand for land-based activities: 48% of those surveyed participated in land-based activities in 2023, compared to 34% in 2019
• Younger and more affluent demographic: 80% of activity travellers are under 55, and 30% have incomes over US$150,000
• High spending: travellers spent an average of $300 per activity in 2023, more than double the amount spent in 2019 ($144) – although this is less than the 2021 surge of $404
• Shifting booking patterns: 58% of activity travellers booked their activities within a week of the experience in 2023, however, research begins much earlier – around a month before the experience
• Essential to the trip: three in four travellers who participated in activities rated them as essential to their trip
• Multiple activities per trip: travellers are engaging in an average of four activities per trip
• Research and planning: search, online video (YouTube), friends and family and travel websites are the top sources of information, followed by social media.

Paula Weisenbeck, Director of Marketing at Polaris Adventures, concluded: “People are craving authentic, hands-on experiences that get 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.”

Recent research from AllClear Travel Insurance finds a rising trend in people with pre-existing medical conditions wanting to take activity-based or extreme holidays.