The ATTA’s inaugural annual Adventure Travel Industry Survey, Practices and Trends was collated from fourth quarter 2006 data from 220 companies in 35 countries, representing more than 3.6m customer ‘user days’.
The survey includes eight sections: operations; customer information; marketing and advertising; sales and reservations; certification, training and risk management; responsible/sustainable practices; lodges/resorts; and tour operators.
It found that 41-60yos comprised the highest participating age group, while the region with the biggest year-on-year increase in consumer interest was South America.
Other findings included 46% of all companies offer sustainability programmes for their customers, the average land cost of an adventure travel trip is $2,122 and 83% of survey respondents realised revenue increases between 04 and 05. Of the 83% who reported increases, the average gross revenue growth was about 25% and profit growth about 22%.
The sales and marketing sections of the survey found businesses ranked search engine optimisation as the most effective booking source, ahead of word-of-mouth and repeat clients. It also found that 35% of businesses do not allow customers to book online, and that 50% of those that do not currently work with travel agents intend to do so in the future.
Established in 1990, Seattle-based ATTA is a global membership organisation dedicated to ‘unifying, professionalising, promoting and responsibly growing’ the adventure travel market worldwide. Members include Abercrombie & Kent, Adventures by Disney and Classic Journeys.
More adventure travel news:
First Choice buys three businesses for £16.6m (02/03/07)
Holidaybreak targets further acquisitions (30/11/06)