Today's Adventure Traveler

TODAY’S ADVENTURE TRAVELER OUTLINE

• Today’s adventure traveler needs and wants • Who are they? • The experiences they like

TOYO UNIVERSITY | SEPTEMBER 2018 ADVENTURE TRAVEL TRENDS

PHOTO CREDIT © ATTA/ RUPERT SHANKS Hot Trending Consumer Motivations for Adventure Travel in 2020 “Hot” indicates these factors are very strong motivators

1. New Experiences

2. To Travel Like a Local

3. Cultural Encounters

4. Wellness/Betterment Goals

5. Adventure Travel as a Status Symbol

SOURCE: 2019 ATTA INDUSTRY SNAPSHOT Warm Trending Consumer Motivations for Adventure Travel in 2020 “Warm” indicates these factors are strong motivators

1. Digital Detox (Unplug)

2. Pampering and Luxury

3. Adrenaline Rush/A Challenge

SOURCE: 2019 ATTA INDUSTRY SNAPSHOT Hot Trending Trip Types “Hot” trip types are in high demand

1. Custom Itineraries

5. Expert or Specialist-Guided Trips

2. Remote Destinations/Trails

6. Long Haul/Overseas Travel

3. Green/Sustainable Itineraries Trips intentionally and carefully designed to be environmentally sustainable. For example zero-waste, carbon negative or neutral. 7. Slow Travel Itineraries

Unrushed trips, allowing for deeper connection with

4. Family/Multi-Generation the destination/nature

SOURCE:TOYO UNIVERSITY 2019 ATTA |INDUSTRY SEPTEMBER SNAPSHOT 2018 Warm Trending Trip Types “Warm” trip types are in demand

1. Electric-Bike Itineraries 6. Culinary-Focused Adventures

2. Women-Focused 7. Solo Travel

3. Multi-Sport Itineraries 8. Off-Peak Travel (Shoulder Season)

4. Self-Guided

9. Domestic/Regional 5. Wellness and Mindfulness Itineraries

SOURCE:TOYO UNIVERSITY 2019 ATTA |INDUSTRY SEPTEMBER SNAPSHOT 2018 Hot Trending Activities “Hot” trip types are in high demand

1. Hiking/Trekking/Walking 6. Safaris/Wildlife Viewing

2. Cycling (Electric-Bikes) 7. Wellness-Focused Activities

Such as yoga, meditation, forest bathing, etc.

3. Culinary For example, rural gastronomic experiences, wine tasting, craft beer, cooking classes, and more. 8. Cycling (Mountain/Non-Paved Surface)

4. Photography (Wildlife/Nature) 9. Cycling (Road/Paved Surface)

5. Cultural 10. Running

SOURCE:TOYO UNIVERSITY 2019 ATTA |INDUSTRY SEPTEMBER SNAPSHOT 2018 Warm Trending Activities “Warm” trip types are in demand

1. Expedition Cruising

7. Snorkeling

2. Stand-up Paddleboarding

8. Adventure Racing

3. Overland 4x4

9. Fishing

4. Kayaking/Sea/Whitewater 10. Birdwatching

5. Climbing (Mountain/Rock/Ice) 11. Scuba Diving

6. Survival Training

SOURCE:TOYO UNIVERSITY 2019 ATTA |INDUSTRY SEPTEMBER SNAPSHOT 2018 TODAY’S ADVENTURE TRAVELERS

Who are the travelers that prefer adventure travel to other types of tourism?

PHOTO CREDIT © UNSPLASH.COM MOTIVATION FOR ADVENTURE TRAVEL BUYER PERSONA

Karen & Mike GOAL

AGE Mid 50s Professional Personal German | American life life NATIONALITY Living in the UK LIFE Professionally active PASSION INCOME Above average

EDUCATION Graduate degrees

HOME Empty nesters

Safety TRAVEL Reliability PROFILE

✓ Preferred TO

✓ Travel = adventure, discovery, contact with nature and culture Pre-planning MUST HAVES Full guidance ✓ Travel holidays are the and support most precious moments Locally-sourced during the trip of the year products/ services IDEAL HOLIDAYS

Combine nature and culture with heavy emphasis on experiencing the place and its people

Combine convenience and good service with raw contact with nature, pure touch with locals and sense of adventure

Fully pre-designed (with TO) itineraries with a small group that MAY include some friends and acquaintances

Balance between being active (biking, hiking, kayaking, etc.) and connecting with local culture and people

Favorite things to do: visit local market, take local cooking class, listen to stories about local legends while hiking the area

Enjoy learning about the place and immersion in its culture and people

TOYO UNIVERSITY | SEPTEMBER 2018 TYPICAL ACTIVITIES DURING HOLIDAY

Outdoor activities of moderate difficulty (hiking, biking, kayaking, etc.) mixed with cultural experiences that reveal to them what is interesting and different about the place they are visiting

When in cities likely to stay at small 4- or 5-star hotels, which have character and very high rankings (Booking, TripAdvisor)

When in rural setting excited to stay at small B&Bs with traditional character or do homestays in local communities

Passionate about food and wine, and particularly about actively exploring local cuisine and food traditions (farm visits, spice training, cooking demonstrations and classes, etc.)

Read a lot about the history and culture, and all attractions on the itinerary but rely heavily on learning even more from local guide to deepen knowledge and truly connect with the place. TOYO UNIVERSITY | SEPTEMBER 2018 DECIDING ON THE NEXT TRIP

Consult with one of their preferred TO’s (with one of which they always travel)

Read and follow in social media specialized media for travel and active travel (Nat Geo, NYT Travel, Outdoors Magazine, Discovery Channel, Lonely Planet, etc.)

Talking to friends and seeing their travel pictures in social media

UPON RETURN

Spend the days after their return uploading and sharing photos “bragging” about the cool experiences they were part of

Invite friends over to taste some of the wine or food they have brought back and to share moments from their travels

Enjoy the fact that many of their friends get inspired and later visit the same places they have been the first to go to

23 TOYO UNIVERSITY | SEPTEMBER 2018 FAVORITE MOMENTS FROM KAREN & MIKE’S TRAVELS CAPTURED ON CAMERA AND SOCIAL MEDIA

Mike

Karen A moment from our Quebec travels. This was a challenging 3-hour kayaking adventure but the stunning natural surroundings we enjoyed made it worthwhile. I feel recharged and energized, and proud of myself. This fantastic place is a charming family-run farm where we spend a morning learning about growing spices and local vegetable from the owner, Mike. This was the start of our Wild Rivers Coast Farm Tour through South Oregon. We are coming back soon for sure.

25 FAVORITE MOMENTS FROM KAREN & MIKE’S TRAVELS CAPTURED ON CAMERA AND SOCIAL MEDIA

25 TOYO UNIVERSITY | SEPTEMBER 2018 QUOTES FROM KAREN & MIKE

Travelling is about seeing another part of the world that you aren't used When we travel, I feel we are more to seeing. Getting outside of what alive….I learn about myself and my limits, and I keep being surprised by the you see day to day and seeing how wonders of the world. Every time we another part of this huge world lives. travel I feel we return home more enriched and with expanded life limits.

“Our holidays allow me to expand my own limits and provides me ideas for what gives me the greatest pleasure and how I can best feel at peace in a “When we travel we want to feel that we are crazy world.” doing good. Everyday life does not give us that many opportunities to do good so we want to experience this when we travel.”

What makes this type of travel so addictive is the endless opportunities to learn new skills, try new things, Physical and spiritual wellness is really important these days so with taste new foods, meet fascinating travelling we look to restore our people, and have amazing sense of wellness experiences!

TOYO UNIVERSITY | SEPTEMBER 2018 TODAY’S ADVENTURE TRAVEL MENU

What are the offerings that are designed and marketed in adventure travel?

PHOTO CREDIT © UNSPLASH.COM Whistler, Canada PHOTO CREDIT © UNSPLASH.COM TOYO UNIVERSITY | SEPTEMBER 2018 TODAY’S ADVENTURE TRAVEL DESTINATION WHISTLER, CANADA

ADRENALINE ACTIVITIES

ICONIC ATTRACTIONS & SITES

BY THE WATER

FOOD & DRINK SCENE

PHOTO CREDIT © WHISTLER.COM Asheville, North Carolina PHOTO CREDIT © UNSPLASH.COM TOYO UNIVERSITY | SEPTEMBER 2018 TODAY’S ADVENTURE TRAVEL DESTINATION ASHEVILLE, NORTH CAROLINA

MOUNTAIN BIKING

WHITEWATER RAFTING & KAYAKING

HIKING/BACKPACKING

BY THE NUMBERS*:

• 4 million visitors (2017) • $3.1B total economic impact of tourism • 27,241 jobs directly supported by tourism

Source: Explore Asheville

PHOTO CREDIT © EXPLORE ASHEVILLE Sample Adventure Itineraries PHOTO CREDIT © Josiah Holwick ATTA TODAY’S ADVENTURE TRAVEL ITINERARY CHARLESTON TO SAVANNAH MULTI-ADVENTURE (by Backroads) Trip Snapshot

South Carolina - Georgie

6 days

Guided

€ 3,799 TODAY’S ADVENTURE TRAVEL ITINERARY CHARLESTON TO SAVANNAH MULTI-ADVENTURE (by Backroads)

ITINERARY Day 1: Explore Charleston, kayak Shem Creek, dine at renowned Peninsula Grill.

Day 2: Guided tour of Nathaniel Russel house, pedal through Mount Pleasant and past the grand mansions of Sullivan’s Island on the way to historic Fort Moultrie

ITINERARY, cont.

Days 3/4: Stroll on a boardwalk through a submerged cypress tupelo swamp forest where you may spot alligators | Over a Low Country boil, learn about the unique language, songs and traditions of the Gullah community—descendants of West African slaves whose cultural heritage has been preserved for generations | Meander through the beautiful neighborhoods of Beaufort on your way to Port Royal, along the Spanish Moss Trail.

Day 5: Bike to historic downtown Bluffton | Visit the historic squares of downtown Savannah on a guided walk | Savor authentic Southern food at lively Mrs. Wilkes' Dining Room—okra, lima beans, sweet potatoes and some of the best fried chicken around.