Wild Frontiers targets low season as data highlights ‘clear shift’ in traveller priorities

Growing interest in ‘intentional, conscious and low season travel’ has emerged in new search data released by adventure operator Wild Frontiers. 

Searches for authentic travel experiences rose by 50% between January last year and this month.

‘Travel low season’ emerged as a new search term this January.

Interest in sustainable travel also continues to climb, increasing by 23% in the past three months. 

The data highlights a “clear shift” in traveller priorities, which the B-Corp-certified operator is responding to with an off-peak range of holidays.

Chief executive Clare Tobin said: “Travelling off-peak allows for a more responsible way to explore the world. In quieter, less tourist-heavy periods, countries and their inhabitants relax and you can see them in a more natural state - fewer crowds mean more meaningful interactions, and the chance to experience traditions and cultures in their truest form. 

“That’s why our off-peak collection tours have been curated to encourage travel outside of busy periods, spread visitor numbers more evenly throughout the year and significantly reduce pressure on local communities.” 

She added: “While the weather could be a touch more unpredictable, the rewards are often much richer: a gentler footprint, a deeper and more intimate sense of a destination and travel that supports both community and traveller by sustaining local livelihoods year-round, offering better value, and creating experiences that feel genuinely connected to place.” 

Photo by Unsplash