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Sports and Adventure Travel in the United States 2006
Mintel, Nov 2006
This report examines the factors that have driven consumers’ purchasing behavior over the last five years, and those that are likely to influence them in the future. The travel industry has experienced a series of shocks since 2000, from economic downturn to terrorist acts and natural disasters. While these events have not ultimately dissuaded consumers from traveling, it has taken several years for the domestic travel market to recover to its previous levels. Sports and adventure travel appeals to a diverse range of consumers, but demographic and economic changes will inevitably impact the shape of the market as the U.S. population ages and the number of high-income households grows. Specialist suppliers’ share of the market remains small, but how do major suppliers of travel services cater to the needs of sports and adventure travelers?
This report focuses on consumers’ attitudes and behavior regarding sports and adventure travel, examining how, where and why they choose to travel:
How often do consumers take a trip primarily for sports and adventure, and what activities drive them to do so?
Which sports and adventure activities are most popular with high-income consumers, and how should suppliers be targeting this group?
What are the opportunities in sports and adventure travel for specialist adventure sports suppliers, and for mainstream suppliers of travel services, lodging or transport?
Is sports and adventure travel confined to the summer, or do consumers take adventure trips throughout the year?
Are consumers looking for convenient equipment hire at their destination, or would they rather use their own gear?
Do consumers want to have everything organized for them so that they can relax, or do they prefer to be independent and spontaneous?
To offer an insight into the marketing of sports and adventure travel, the report includes video clips of recent advertising campaigns, alongside analysis of how different destinations promote adventure trips.
This report covers travel in which the primary purpose is engaging in sports and adventure activities (such as, but not limited to, hiking, biking, diving, snorkeling, golf, soccer, skiing and other activities that require equipment; excluding watching sports). Measured trips are those that take place within the mainland U.S. and include an overnight stay.
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