Adventure tour operators will offer more variety in 2010 to keep up with travellers’ changing preferences, according to the latest research by the global group Adventure Travel Trade Association (ATTA).
The research surveyed 287 tour operators in 51 countries and was collected between January and June this year.
It found 84% of operators reported an increased interested in customised itineraries; 73% in shorter duration trips; 55% in closer-to-home, shorter haul trips; 79% in activity-based adventures; 70% in cultural interaction adventures; 40% in volunteering within travel; and 55% in multi-generational travel.
The latest survey is in line with 2007 and 2008 results, which found operators are also increasing their online marketing budgets while slashing traditional advertising.
Of the operators surveyed, 47% said they planned to decrease or eliminate print advertising in 2010; 60% said they planned to reduced the number of brochures issued; and 46% said they would scrap brochures in 2010.
Meanwhile operators’ performances for the first half of the year were mixed: 33% said bookings were up compared with the same period in 2008; 8% said bookings were flat; 56% said bookings were down.
But ATTA president Shannon Stowell said what was not included in the survey was anecdotal reports from phone surveys that indicated adventure bookings were on the increase in the second half of 2009.
Stowell will share a platform with Xola Consulting president Christina Heyniger and GAP Adventures general manager John Warner at the WTM seminar Adventure Tourism Industry Trends, Product Development and Marketing November 10. North Gallery Room 13.