In a survey conducted by Wanderlust magazine and TTG ahead of the Adventure Travel Conference last week, half of the travel agents surveyed said they have seen interest in this kind of holiday double in the last five years, while a third said interest has trebled.
Almost 80% of the adventure operators surveyed reported that forward bookings for 2016 are up on last year, and half said that customers are spending at least the same or more as they did last year.
Both agents and operators were also in overwhelming agreement that consumer confidence, and their own confidence in their business, are higher this year than last.
Only two-fifths of the surveyed operators currently said they sell through travel agents, but those that do so should note that half of the travel agents who completed the survey said operators could be doing more to support them.
Agents named Costa Rica as both the destination they’d seen most interest in for adventure travel in 2015, and the destination they perceive as having great future potential – thanks in part, perhaps, to British Airways’ recently launched route.
There are signs of tourist boards taking the adventure sector more seriously too, with half of those surveyed revealing they will invest more on promoting adventure travel in 2016 compared to 2015.
Consumer responses echoed that of tour operators, with the majority of the 1,600 Wanderlust readers who completed the survey saying they intend to take the same number of trips or more this year, compared to last year.
Consumers appear more willing than ever to book their adventure holiday last-minute, however. A quarter said they book their travel less than two months in advance, even for expensive and long-duration trips.
The Adventure Travel Conference took place on January 22 in advance of the Adventure Travel Show at Kensington’s Olympia. More than 170 delegates and speakers attended the full day of conference sessions and seminars.
While the news is good, operators should note many agents are crying out for more support in this sector
