The adventure tourism market
Eagle Island Lodge, A Belmond Safari
The adventure tourism market is experiencing significant growth – and it is predicted to continue to keep growing; valued at USD 483.3 billion in 2023, it is estimated to register a CAGR of over 15.2% between 2024 and 2032*. Perhaps a latent response to the covid coop-up, perhaps to an increasing awareness of our planet’s fragility; whatever the basis, there has been a notable shift in demand for trips that get people immersed in the wilderness. Millennials and Gen Z are key drivers, with 59% of Gen Z travellers prioritizing the getting into the great outdoors over any other travel motivator.** This shift presents a strong opportunity for existing and new brands to re-think how they cater to thrill seeking, nature loving travellers; and below we’re throwing a light on two brands that have different approaches to successfully capturing this wild market.
Our Habitas
The brand was born from the desire to create a new kind of hospitality experience—one focused on human connection, sustainability, and immersive adventure – combined with luxury. And it has been incredibly successful in doing so, with 10 resorts across 4 continents and counting. The tagline “luxury for the soul” sums it up nicely – these are properties that provide flawless stays and enrapturing experiences, rooted in something deeper.
The brand’s carefully crafted positioning made it a perfect fit for Ennismore’s recent take over. One angle that sets Our Habitas apart in the market is its deep and quantifiable commitment to sustainability without compromising luxury – with low-impact modular construction at the heart. The Namibian lodge, for example, was built entirely by local craftsmen using eco-friendly materials, and the property runs on solar energy alone.
Trailborn
With the motto “Let’s get lost” at the helm, Trailborn is cleverly and irreverently pitched to provide its guests with considered and boutique-style stays on the brink of the wild; with properties existing and slated for plum sites right in the midst of hiking trails, national parks, and other outdoor hotspots. With outdoor recreation driving over $1.1 trillion in economic output (2.2% of GDP) in 2022***,Trailborn taps into a market ripe for growth.
And it helps that the brand is beautifully pulled off. A strong identity that resonates an earthy-chic vibe throughout the visual identity and interiors, coupled with highly tailored and exciting experiences (Elk Photography and Night Sky Packrafting to name a couple) – Trailborn is set to hit the mark on all levels.
HBA Strategy’s Key Takeaways
1. Although united by a want to get into the wild, not all adventure travellers are necessarily made equal – and there is no one size fits all solution to capturing their spirit. In order to stand out from the crowd, brands must study and get know their precise target audience well. Really well. And then conceive ways to connect and deliver an experience that speaks to their particular brand of soul.
2. Local is absolutely key. There is no limit to how granular brands can go in the type of experiences they choose to create, and the level of connection that their properties have with their vernacular environment in terms of design language and materiality.
3. Authenticity is paramount; perhaps more in this segment than any other. Forget the smoke and mirrors; at whatever level of luxury the brand sits, the experiences, design, community connection and even staff interactions need to be rooted in something grounded, earthy and real.
What are your thoughts on the future of adventure travel – and what brands do you feel are making waves in this exhilarating space?
