Adventure travel is on the verge of becoming “mass market” as growing demand looks set to combine with increasing numbers of operators, according to the chief executive of online travel agency The Adventure People.
Ex-Travel Republic and Love Holidays commercial director Chris Roche, who founded the OTA in 2017, said the adventure sector is growing faster than any other and predicted heightened competition and lower prices.
“There seems to be a higher desire to travel post-Covid,” he said, adding: “I think the customer is becoming everyone. We’re covering every age range, from early 20s to plus-70s, and we’re covering all sorts of budgets.”
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Roche, a speaker at Abta’s Adventure Travel Conference, said 60% of The Adventure People’s customers are female and 60% are solo travellers, with most being aged 22-51 and city residents.
“The most important sector we have right now is under-35s with money,” Roche added, going on to point to data suggesting the number of people living alone in the UK has risen by about 50% in the past 30 years.
“That’s quite a big shift and it shows no sign of slowing down. It probably means small group travel is going to continue to grow,” Roche said.
He also highlighted growing numbers of adventure travellers in the ‘DINK’ bracket – those with ‘dual income and no kids’ – as well as older teenagers going on trips with their parents.
Travellers over the age of 55 are also key for the adventure sector, Roche said, because they have higher levels of disposable income.
“The adventure experience market is on the cusp of being mass market,” said Roche.
He predicted more entrants to the sector, an increase in the number of mergers and acquisitions, greater innovation and a “race to use artificial intelligence”.
“All these factors will lead to a more competitive environment for the customers, which is going to accelerate that market growth,” said Roche, adding: “Prices will be pushed down.”
The Adventure People’s average booking value is £2,000, Roche said, with the average duration being 10-14 nights.
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