Adventure Travel Trends Snapshot - DECEMBER 2020 (Recap of 2019)
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Adventure Travel Trends Snapshot
DECEMBER 2020
(Recap of 2019)
© ATTA / Alden Pellet1
Foreword
The data presented in this report was collected in January and February 2020 prior to global
awareness of COVID-19 and shares adventure industry results from 2019. Due to the quickly evolving
pandemic and the more urgent and immediate need to support our industry, this report is being
released much later in the year than usual for our annual Adventure Travel Trends Snapshot. We
understand that businesses are suffering and may have to rebuild or restructure and that 2020 and
2021 will look very different.
The information provided in this report can be used to support (re)building, restructuring or planning
for when travelers return post-COVID. This baseline pre-pandemic information will be useful for
journalists telling the story of the recovery of travel. For the adventure travel industry, it shares
marketing and sales tactics that businesses find the most effective in acquiring new consumers,
breaks down the elements of best-selling 2019 adventure travel products by consumer budget
ranges in varied markets, profiles the adventure consumer, and offers financial benchmarks.
Forecasts are omitted from our reporting; only useful trends, based on consumer demands and
bookings in 2019, are included. We hope this report proves useful for the adventure travel industry as
we all work to recover together.
- Heather Kelly, Senior Research Manager, ATTA
2
Contents
1. Part I: Adventure Tour Operator Profile, 2019 Trip Sales & Bookings,
Adventure Customer Demographics & Travel Trends
a. Profile of Respondents…………………………………………………………………………………………………..…………………………………….Page 7
b. Marketing & Sales: Channels & Tactics.…………………………….………………………...……………………………..………………..Page 18
c. Sustainability, Safety & Risk Management.…………………………….………………...……………………………..…………..…..Page 26
d. Itinerary Trends.…………………………….………………………...…………………………………………………………..……………..………………..Page 29
2. Part II: 2019 Most Popular Adventure Trip Profile, Trip Pricing & Duration
a. Profile of Respondents…………………………………………………………………………………………….……………………………………….Page 40
b. Most Popular Adventure Trip………...……………………………………………………………...……………….……………………..…...….Page 47
3. Closing Comments....………………………………………………………………………………………………………………………….……………...….....Page 58
3
Key Findings
Trip Pricing Marketing Trends Booking Patterns and Tools
● The average retail trip price ● Word of mouth, tour operator ● Globally, 61% of bookings were
was $3,000 per person, or $341 partnerships, and Google made direct, 19% through a
USD per day (excluding airfare) Adwords advertising are the group or partner, 15% through
top three customer acquisition a travel agent, and 5% through
● On average, 74% of trip costs
methods an OTA
are spent with local suppliers,
and each guest spends about ● 60% have an online reservation
$206 USD on local Leading Destinations and system taking credit cards and
handicrafts/souvenirs Activities 51% of 2019 bookings were
● The most popular consumer completed online using the
Sustainability and Safety and motivations for traveling were company website or online
Risk Management Practices new experiences, to go off the booking platforms
beaten track, and to travel like TourRadar was the most
● 32% have or are working ●
a local popular third-party booking
toward a sustainability
certification ● The hottest trending channel, followed by
destinations were South Tripadvisor and Facebook
● 74% have a documented safety
America, the Antarctic,
and risk management plan
Western Europe, Central Asia,
and the Mediterranean
4
Part I:
Adventure Tour Operator Profile,
2019 Trip Sales & Bookings,
Adventure Customer Demographics
& Travel Trends
© ATTA / Matt Corliss5
Methodology
● Every year since 2006 the ATTA has surveyed its growing database of tour
operators. Each year adventure travel tour operators are invited to share
information about their business operations as well as trends they are experiencing
with respect to traveler demographics, destinations, and activities.
● A survey was sent to members of the ATTA in January 2020, asking for data from
2019. Data was collected through February 2020. The survey was split into two
digestible surveys to help respondents finish them faster. Part 1 asked operators
about their business operations, 2019 sales, 2020 booking expectations, travel
trends, and consumer motivations. Part 2 aimed to build a profile of tour operators'
most popular 2019 adventure trips and asked financial forecasting questions.
● 129 respondents completed Part 1 of the survey; 83 completed Part 2.
6
1a.
Profile of Respondents
7
Organization Headquarters
Europe
North America
Middle East (2%)
Pacific
Africa
Asia South America
Q1: In what country are your company headquarters?
Base: All respondents (n=129) Central America / Caribbean 8
Source: 2020 Adventure Tour Operator Snapshot Survey Part I
Tour Operation Type
Outbound and Inbound
12%
Inbound (Supplier)
49%
Outbound (Buyer)
39%
Q2: Please select your dominant tour operation type
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 9
Customers Served in 2019
Company Headquarters Average Number of Travelers
All Regions* (n=126) 3,974
North America** (n=44, 1 outlier omitted) 1,708
Central America/Caribbean** (n=6, 2 outliers omitted) 2,327
South America (n=20) 2,317
Africa (n=9) 950
Europe (n=29) 10,023
Asia (n=12) 3,263
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the All Regions calculation
but are otherwise excluded from this chart.
**Three total outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)
Q3: How many customers did your organization serve in 2019?
Base: All respondents excluding three outliers as described above (n=126)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 102019 Staffing
Full-Time Staff Part-Time Staff Non-Staff Subcontractors
(approx. 40 hrs/wk) (approx. 20 hrs/wk) (guides, drivers, consultants, etc.)
Percentage of Respondents
Number of Full-Time Staff Number of Part-Time Staff Number of Non-Staff Subcontractors
(n=123) (n=114) (n=117)
Q4: Please share the size of your 2019 workforce
Base: All respondents (n=129) excluding those left blank as indicated by the totals above
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 112019 Staff Increases by Department
In 2019, 23% of businesses added the most staff in their Operations department,
and 22% added more Guides than other staff categories.
Q5: In which business area did you add the most staff in 2019?
Base: All respondents excluding those left blank (n=128)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 12Average Guide-to-Guest Ratio
Headquarters Ratio
1:8
North America (n=43) 1:6
Central America/Caribbean (n=8) 1:12
South America (n=19) 1:7
Africa (n=9) 1:4
GLOBAL AVERAGE*
Europe (n=29) 1:11
(n=125)
Asia (n=11) 1:6
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the Global Average calculation
but are otherwise excluded from this chart.
Q6: On average, what is your typical guest to guide ratio?
Base: All respondents (n=129) excluding those left blank as indicated by the totals above
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 13Average Trip Fill Rate
Headquarters* Percentage
71%
North America (n=41) 71%
Central America/Caribbean (n=8) 70%
South America (n=20) 73%
Africa (n=7) 63%
Europe (n=23) 68%
GLOBAL AVERAGE*
Asia (n=11) 70%
(n=116)
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the Global Average calculation
but are otherwise excluded from this chart.
Q7: What is the average fill rate for your trips?
Base: All respondents (n=129) excluding those left blank as indicated by the totals above
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 142019 Guest Type
In North America, South America, Africa, and Europe, most tour guests were couples. Groups were
most popular in Asia, and families made up the highest percentage in Central America/Caribbean.
Q8: Please estimate the percentage of your 2019 guests in each of the following categories.
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 152019 Guest Gender Mix
Adventure travelers tended to be females, especially when traveling solo.
Q9: Please estimate the breakdown of your 2019 guests by gender.
Q10: Please estimate the breakdown of your 2019 solo guests by gender.
Base: All respondents excluding those left blank (Q9 n=123, Q10 n=119)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 162019 Guest Age Mix
Most adventure travelers are between the ages of 29-60.
Q11: Please estimate your 2019 client age mix.
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 171b.
Marketing & Sales: Channels & Tactics
18
© ATTA / Josiah HolwickDirect Marketing Average Customer Reach
Social media is the most popular way to reach customers, followed by email.
Direct mail reach Email subscribers Social media audience
(n=108)* (n=107)* (n=111)**
*One outlying value was labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)
**Two outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)
Q17: Please share your organization’s consumer reach through your company's direct marketing channels.
Base: All respondents excluding those left blank as indicated by the totals above
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 19Helpful Marketing & Sales Tactics (Top 10)
Word of mouth and email marketing were the most helpful marketing and sales tactics.
Number indicates the percent of respondents
selecting each option
Q18: Please select at most five marketing and sales tactics that are the most helpful in acquiring new guests for your business.
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 202019 Marketing Budget
Respondents’ marketing budget was an average of 13% of their 2019 annual gross revenue.
13%
Of annual gross revenues, on average
Q34: What % of your organization’s annual gross revenues make up your organization's annual marketing budget?
Base: All respondents excluding those left blank (n=59)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents) 21Customer Acquisition Methods (Top 10)
1. Word of mouth 6. Email marketing
2. Tour operator partnerships 7. Media partnerships
3. Google Adwords advertising 8. Social media advertising
4. Travel trade shows 9. Content marketing
5. Online tour booking platforms 10. Travel agent partnerships
Q18: Please select at most five marketing and sales tactics that are the most helpful in acquiring new guests for your business.
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 22Distribution Channels Share of Bookings
Headquarters Direct Group Travel Agent OTAs
/Partner
All Regions* (n=83) 61% 19% 15% 5%
North America (n=32) 80% 11% 4% 4%
Central America/Caribbean (n=5) 41% 23% 28% 7%
South America (n=11) 33% 31% 30% 7%
Africa (n=5) 43% 23% 32% 2%
Europe (n=20) 64% 20% 10% 6%
Asia (n=7) 41% 26% 31% 2%
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the All Regions calculation
but are otherwise excluded from this chart.
Q22: Out of 100%, please indicate the share of your 2019 guests using the following booking channels. Totals may not equal 100% due to rounding.
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents) 23Online Direct Booking
60% 51%
have an online reservation system of 2019 bookings were completed online using the
taking credit cards company website or online booking platforms
Q23: Does your organization have an online reservation system that accepts credit cards?
Q24: What percentage of your 2019 bookings were completed online using the company website or online booking platforms?
Base: All respondents excluding those left blank (Q23 n=83, Q24 n=47)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents) 24Distribution Channels Share of Bookings
Channel Direct
TourRadar 21%
Tripadvisor 17%
Facebook 13%
Evaneos 11%
Responsible Travel 11%
Viator 11%
Airbnb 9%
Expedia 9%
Booking.com 0%
Togezer 0%
Q25: You indicated X% of your guests came through an online booking platform(s) in 2019. Please indicate which ones:
Base: All respondents excluding those left blank (n=28)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II (note: see Part II profile of respondents) 251c.
Sustainability, Safety & Risk Management
26
© ATTA / Charley VoorhisSustainability Certification
32%
have or are working toward a sustainability certification with one or more of the following*:
Adventure Green Alaska Green Tourism Canada (Sustainable Travelife
Ecotourism Australia Tourism 2030) Certified B Corp
EarthCheck Tourcert Carbon Neutral
Rainforest Alliance Eco Awards Namibia Asociación +Responsables
Sello S (by Chile Sernatur) Fair Trade in Tourism Moderniza (by Mexico SECTUR)
*This list was updated on March 11, 2021, with assistance from the Global Sustainable Tourism Council (GSTC)
Q20: Does your business currently hold (or are you working to acquire) any kind of sustainability certification?
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 27Documented Safety & Risk Management Plan
74%
have a documented safety and risk
management plan
Q21: Does your company have a documented safety and risk management plan?
Base: All respondents (n=129)
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 281d.
Itinerary Trends
(data collected before COVID-19)
29
© ATTA / Border Free Travels“Hot” Trending High-Demand Trips
1. Custom Itineraries
2. Greener/Sustainable/Low Impact Itineraries
3. Electric Bike Itineraries
4. Expert or Specialist-Guided Trips
5. Remote Destinations/Trails
6. Wellness and Mindfulness Itineraries
7. Self-Guides
Q12: What is your organization’s perception of the following itinerary trends based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those that selected “Not Applicable” for each item
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 30“Warm” Trending In-Demand Trips
1. Longer Duration 5. Long Haul/Overseas Trips
2. Shorter Duration 6. Culinary-Focused Adventures
3. Solo Travelers 7. Women-Focused
4. LGBT 8. Domestic/Regional
Q12: What is your organization’s perception of the following itinerary trends based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those that selected “Not Applicable” for each item
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 31Hot Trending Consumer Motivations
for Adventure Travel
1. New Experiences
2. Go Off the Beaten Track
3. To Travel Like a Local
4. Cultural Encounters
5. Wellness/Betterment Goals
6. Last Chance Travel
Q13: What is your organization’s perception of the following consumer motivations, based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those that selected “Not Applicable” for each item
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 32Warm Consumer Motivations
for Adventure Travel
1. Adventure Travel as a Status Symbol
2. Digital Detox (Unplug)
3. Pampering and Luxury
4. Going On Popular Adventures
5. An Adrenaline Rush / A Challenge
Q13: What is your organization’s perception of the following consumer motivations, based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those that selected “Not Applicable” for each item
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 33Hot Trending Activities
1. Hiking/Trekking/Walking 6. Safaris/wildlife viewing
2. Culinary/Gastronomy 7. Expedition cruising
3. Cultural 8. Kayaking/sea/whitewater
4. Wellness-focused activities 9. Photography (wildlife/nature)
5. Cycling (electric bikes) 10. Running
Q14: What is your organization’s perception of adventure travel activity trends, based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those that selected “Not Applicable” for each item
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 34“Warm” Trending Activities
1. Sailing 6. Overland 4x4
2. Cycling (road/paved surface) 7. Skiing/Snowboarding
3. Snorkeling 8. Stand-up paddleboarding
4. Cycling (mountain/non-paved surface) 9. Archaeological
5. Snowshoeing 10. Birdwatching
Q14: What is your organization’s perception of adventure travel activity trends, based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those that selected “Not Applicable” for each item
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 35Top Trending Activities by Region
Headquarters* #1 #2 #3 #4 #5
North America Cultural Culinary Hiking/Trekking Wellness- Safaris/Wildlife
/Walking focused Viewing
Central America Cultural Snorkeling Hiking/Trekking Safaris/Wildlife Wellness-
/Caribbean /Walking Viewing focused
South America Cultural Hiking/Trekking Culinary Photography Wellness-
/Walking (Wildlife/Nature) focused
Africa Cultural Safaris/Wildlife Photography Birdwatching Hiking/Trekking
Viewing (Wildlife/Nature) /Walking
Europe Hiking/Trekking Cycling Cultural Culinary Cycling
/Walking (Electric Bikes) (Road/Paved Surface)
Asia Hiking/Trekking Cultural Wellness- Safaris/Wildlife Culinary
/Walking focused Viewing
*Regions not containing sufficient sample size (Pacific & Middle East) are excluded from this chart.
Q14: What is your organization’s perception of adventure travel activity trends, based on consumer demand and bookings over the last year?
Base: All respondents (n=129), excluding those left blank
Source: 2020 Adventure Tour Operator Snapshot Survey Part I 36Hottest Trending Destinations Q16: What regions of the world are you seeing customer changes of interest in booking, based on consumer demand and bookings over the last year? Base: All respondents (n=129), excluding those left blank Source: 2020 Adventure Tour Operator Snapshot Survey Part I 37
Part II:
2019 Most Popular Adventure Trip Profile,
Trip Pricing & Duration
38
© ATTA / Hassen SalumPart 2 Methodology Notes
● Note that the following questions were asked, but the results are not included in
this report due to the effect of COVID-19:
○ Q29: What is your outlook on net profit for 2020 (Jan-Dec or fiscal equivalent), compared
to your company’s actual net profit in 2019?
○ Q30: Please estimate by how much your 2019 net profit will be up compared to 2018
○ Q31: Please select the factor that influences this positive projection the most
○ Q32: Please estimate by how much your 2019 net profit will be down compared to 2018
○ Q33: Please select the factor that influences this negative projection the most
392a.
Profile of Respondents
40
© ATTA / Border Free TravelsOrganization Headquarters
Europe
North America
Middle East (1%)
Pacific
Africa
Central America/Caribbean
South America
Q1: In what country is your organization headquartered? Asia
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 41Tour Operation Type
Outbound and Inbound
13%
Inbound (Supplier)
49%
Outbound (Buyer)
37%
Q2: Please select your dominant tour operation type
Total does not equal 100% due to rounding
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 42Customers Served in 2019
Headquarters Average Number of Travelers
All Regions* (n=81) 3,116
North America** (n=31, 1 outlier omitted) 1,386
Central America/Caribbean** (n=4, 1 outlier omitted) 3,138
South America (n=11) 1,986
Africa (n=5) 923
Europe (n=20) 6,872
Asia (n=7) 3,132
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the All Regions calculation
but are otherwise excluded from this chart.
**Two total outlying values were labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)
Q3: How many customers did your organization serve in 2019?
Base: All respondents excluding two outliers as described above (n=81)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 43Client Bookings by Region
Europe
North America
Africa
Asia
Oceania/Australia
South America
Q21: Out of 100%, please indicate the source of your organization’s 2019 bookings by region:
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 442019 Staffing
Full-Time Staff Part-Time Staff Non-Staff Subcontractors
(approx. 40 hrs/wk) (approx. 20 hrs/wk) (guides, drivers, consultants, etc.)
Percentage of Respondents
Number of Full-Time Staff Number of Part-Time Staff Number of Non-Staff Subcontractors
(n=82) (n=65) (n=79)
Q4: Please share the size of your 2019 workforce
Base: All respondents (n=83) excluding those left blank as indicated by the totals above
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 45Annual 2019 Gross Revenues ($USD)
65%
responded that
their 2019 gross
revenues surpassed
their 2018 gross
revenues
Q27: Please share your organization’s annual gross revenues in 2019 in US Dollars:
Q28: Did your organization’s 2019 gross revenues surpass its 2018 gross revenues?
Base: All respondents excluding those left blank (n=69)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 462b.
Most Popular Adventure Trip
47
© ATTA / Hassen SalumPrimary Host Market (Top 9)
operators’ most popular adventure trip 2019
Country
Italy 12%
United States 7%
Mexico 6%
Tanzania 6%
Ecuador 5%
France 5%
Nepal 5%
Chile 4%
Costa Rica 4%
Q5: Still thinking about your most popular 2019 adventure itinerary, please select the primary host market for this trip
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 48Primary Source Market
operators’ most popular adventure trip 2019
{
Mexico Nepal
France India
Other Israel Italy
Netherlands Saudi Arabia
Singapore Tanzania
Germany
North America
United Kingdom
Canada
Australia
Q6: Still thinking about your most popular 2019 adventure itinerary, what is the primary source market for this trip?
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 49Average Client Age
operators’ most popular adventure trip 2019
80% of all guests on respondents’ most popular trip were aged 45-64.
Q16: What is the average age of your clients on this trip?
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 50Occupancy
operators’ most popular adventure trip 2019
79% 21%
book double occupancy book single occupancy
Q17: Can you estimate the percentage of guests on this popular trip that book double occupancy and those that book individual (single) occupancy?
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 51Trip Length
operators’ most popular adventure trip 2019
Headquarters Trip Duration (days)
All Regions* (n=82) 8.8
North America (n=31) 8.9
Central America/Caribbean (n=5) 8.8
South America (n=11) 8.2
Africa (n=5) 12.6
Europe (n=20) 8.2
Asia (n=7) 7.7
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the All Regions calculation
but are otherwise excluded from this chart.
**One outlying value was labeled and omitted from calculations using a 2.2 multiplier (Hoaglin & Iglewicz, 1987)
Q14: What is the duration (in days) of this popular itinerary?
Base: All respondents excluding one outlier as described above (n=82)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 52Average Retail Trip Price ($USD)
operators’ most popular adventure trip 2019
Headquarters Per Person
(excluding airfare)
All Regions* (n=78) $3,000 per trip // $341 per day
North America (n=31) $3,979 per trip // $447 per day
Central America/Caribbean (n=4) $2,290 per trip // $260 per day
South America (n=11) $3,747 per trip // $457 per day
Africa (n=5) $3,220 per trip // $256 per day
Europe (n=18) $1,586 per trip // $193 per day
Asia (n=6) $1,822 per trip // $237 per day
*Regions not containing sufficient sample size (Pacific & Middle East) are included in the All Regions calculation
but are otherwise excluded from this chart.
Q8: What is the average retail trip price, per person per trip (in US dollars), of this popular 2019 adventure itinerary (package) sold to your selected source market?
Base: All respondents confirming that the price they entered was per trip, not per day (n=78)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 53Primary Adventure Activity (Top 9)
operators’ most popular adventure trip 2019
1. Hiking/Trekking/Walking 6. Expedition Cruising
2. Cycling (Road/Paved Surface) 7. Kayaking/sea/whitewater
3. Safaris/ Wildlife Viewing 8. Multisport
4. Cultural 9. Rafting
5. Culinary
Q7: What is the primary adventure activity of your most popular 2019 adventure itinerary?
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 54Trip by Pricing Category
operators’ most popular adventure trip 2019
High-End/Luxury
Budget/Backpacker
Mid-Range
Q20: Still considering your most popular 2019 adventure trip, please share whether for your selected source market, it is regarded as a budget, mid-range, or a luxury trip:
Base: All respondents (n=83)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 55Trip Markup
operators’ most popular adventure trip 2019
The typical trip markup for respondents’ most popular 2019 adventure trip was 11 to 35 percent.
Q12: Please choose the approximate percentage range you* mark up this popular trip before marketing it to travelers.*If you do not mark up this tour, but your
partners do, please select how much they mark it up.
Base: All respondents (n=78) excluding those left blank
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 56Financial Benefits to the Local Economy
operators’ most popular adventure trip 2019
74%
$206
of trip costs are spent with local Average spent by each guest on
suppliers local handicrafts/souvenirs
Q18: Still thinking of this popular 2019 itinerary, please estimate the percentage of your trip cost spent with local suppliers:
Q19: If you can, please estimate what your average guest spends on local handicrafts or souvenirs on this popular trip in the host destination:
Base: All respondents excluding those left blank (Q18 n=83, Q19 n=71)
Source: 2020 Adventure Tour Operator Snapshot Survey Part II 57Part III:
Closing Comments
58
© ATTA / Border Free TravelsLooking Forward
“ We feel confident that the travel industry as a whole is on a path to
recovery. Adventure travel in particular is well-suited to the new trend
toward socially distanced travel and outdoor activities in smaller, more
remote destinations. While we are all currently struggling to see the trail
“
forward, it is there and we will find it together.
- Shannon Stowell, CEO, ATTA
December 2020
59For more information or media queries, please contact:
Heather Kelly
Senior Research Manager, ATTA
heather@adventuretravel.biz
60
© ATTA / Charley VoorhisPropel Your Adventure Career Forward With the ATTA
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