U.S. Adventure Travelers to Ramp Up Spending

Key Points

• Adventure travel is a growing segment in U.S. leisure travel, primarily attracting young, middle-income males.
• 66% of adventure travelers plan to increase their spending in the next year, with a focus on premium experiences.
• Social media significantly influences adventure travelers' destination choices, particularly through influencer content.

Summary

Adventure travel is becoming a key sector in U.S. leisure travel, with young adults aged 25-44, primarily males from middle-income households, being the main demographic. These travelers prefer guided tours and mid-budget options and are heavily influenced by social media when choosing destinations. Spending in this segment is expected to rise, with 66% planning to increase their travel budgets, focusing on premium experiences. However, the broader U.S. travel market shows mixed spending intentions for the coming year.