New research from Arival reveals that outdoor adventure activities remain a popular choice for travellers, with 59% participating in such activities during their trips in 2023. The report, titled “The 2024 U.S. Outdoor Adventure & Activities Traveler,” surveyed 1,000 U.S. citizens who have travelled in the past year and found that 80% those participating in outdoor activities were under 55.
“The enduring popularity of outdoor adventure activities demonstrates a consistent desire for these experiences among travellers,” said Douglas Quinby, CEO and co-founder of Arival. “The fact that three in four travellers who participated in activities rated them as essential to their trip underscores the value these experiences bring to the overall travel journey. This presents a significant opportunity for operators who can deliver high-quality, engaging outdoor experiences.”
The research also highlights the increasing frequency of activity participation, with travellers engaging in an average of four activities per trip in 2023, up from 3.5 in 2019. Water-based activities, such as kayaking and paddleboarding, lead the pack with 49% of travellers participating in 2023, up from 20% in 2019. Land-based activities like hiking and biking follow closely behind, with 48% participation in 2023, compared to 34% in 2019.
Key findings from the report include:
Popularity of water sports: Water-based activities were the most popular among those surveyed, with 49% participating in 2023, up from 20% in 2019.
Strong demand for land-based activities: 48% of those surveyed participated in land-based activities in 2023,compared to 34% in 2019.
Younger and more affluent demographic: 80% of activity travellers are under 55, and 30% have incomes over $150,000.
High spending: Travellers spent an average of $300 per activity in 2023, more than double the amount spent in 2019 ($144) – although this is less than the 2021 surge of $404.
Shifting booking patterns: 58% of activity travellers booked their activities within a week of the experience in 2023, however, research begins much earlier – around a month before the experience.
Essential to the trip: Three in four travellers who participated in activities rated them as essential to their trip.
Multiple activities per trip: Travellers are engaging in an average of four activities per trip.
Research & planning: Search, online video (YouTube), friends and family and travel websites are the top sources of information, followed by social media.
Paula Weisenbeck, Director of Marketing at Polaris Adventures, a leading provider of outdoor adventures, provided some further insight on the findings. “We’ve seen firsthand the growing enthusiasm for outdoor activities. People are craving authentic, hands-on experiences that gets them outside in new and unique ways and create lasting memories. It’s not just about checking off a bucket list item anymore; it’s about connecting with nature, pushing personal boundaries, and sharing unforgettable moments with friends and family.”