Who likes an adventure holiday?

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Adventure travel is about to become a “mass market” as rising demand combines with a growing number of operators, according to the chief executive of online travel agency Adventure People.

Chris Roche, former commercial director of Travel Republic and Love Holidays, who founded OTA in 2017, said that adventure sector growing faster than any otherpredicted stiff competition and lower prices.

“The desire to travel seems to have increased since Covid,” he said. – Everyone becomes a client. We cover every age range, from 20 to 70, and fit every budget.”

Speaking at the Association of British Travel Agents (ABTA) adventure tourism conference, he said 60% of Adventure People's clients are women and 60% are solo travellers, with the majority aged 22 to 51 in the city.

“The most important group we have at the moment are people under 35 who have a decent income” when it comes to British travellers. “This is a pretty big change and means small group travel 'to off-the-beaten path' will continue to increase,” he said.

He also noted the growing number of “DINC” travelers – those with “double income and no children” – as well as older teenagers traveling with their parents.

Travelers over 55 also play a key role in the adventure sector as they have higher levels of disposable income, Roche said. “Market adventure entertainment growing and expanding,” says Chris Roche. He predicted the emergence of new industry entrants, an increase in mergers and acquisitions, increased innovation and a “race for using artificial intelligence in tourism” As the expert emphasized, “all these factors will lead to the creation of a more competitive environment, which will accelerate the development of this market. Prices will be reduced.”

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