A look at today's adventure traveler
by Mahen Sanghrajka

Today's adventure travel scene has changed remarkably from the days of early explorers. No longer does the person seeking an active vacation need to qualify as Dr. Stanley Livingstone in order to discover a world off-the-beaten track. In fact, adventure travel has evolved into a rich and growing niche market that draws strongly from the interests of mature travelers and retirees as well as families.

As in the past, there will always be some for whom extreme encounters -- such as bungee jumping over Victoria Falls -- hold intense appeal. But for most of our clients, an adventure means experiencing that sense of personal discovery and wonder in a foreign land.

Overall, Americans are more adventurous and active than previous generations. They are responding to the tantalizing call of international travel. One poll estimates that 21% of vacationers took an international trip during the last 12 months. In 2003, nearly 24.5 million U.S. citizens traveled overseas.

It pays for OSSN members, or anyone involved in the travel industry, to recognize who the adventure traveler is and what she is looking for as well as issues we face in providing her with a satisfying journey.
Our traveler is knowledgeable and culturally aware. She seeks soft adventure trips that address safety and comfort without diluting the essence of the experience. For her, adventure travel means experiencing a deliciously different culture in Southern Africa or stepping among sea lions in the Galapagos. She enjoys easy-to-moderate physical challenges; horseback riding, white-water rafting and hiking mountain trails are among their interests. Thus, she seeks off-the-beaten path activities even if she travels with a package tour.

This traveler looks for a degree of luxury but she needs flexibility. She may trek up Mt. Kilimanjaro or prowl among the temples of Cambodia's mythic Ankor Wat, but she does not have the extravagance of time, and needs to wedge her adventures into her daunting schedule.

Our traveler wants to feel personally involved in her discoveries, and wants to travel with others who share her interests. She may, in fact, travel with her parents and/or her children on the same trip. One recent study notes that nearly 64% of leisure travelers are willing to take their children out of school for a travel vacation.

Above all, she longs for genuine cultural interactions and exploration of the natural environment.
Africa continues to be among the most sought-after destinations for the adventure traveler as well as South America, Asia and the Antarctica region.

How does this trend affect OSSN members who want to increase their activity and expertise in the adventure niche? It simply means understanding your consumers. Stay informed about new programs and destination developments. Seek out or create those programs and tour options that allow for creativity. Take advantage of resources such as those available through OSSN, networking, educational events and online forums. Look for opportunities to create meaningful, long-term partnerships with experienced tour operators and suppliers.

Travelers have expanded the scope and definition of adventure travel. Now, we must rise to the challenge and deliver stimulating, safe and authentic travel experiences to the far-flung corners of the globe. After all, isn't that what we hope for in our own travels?

* Mahen Sanghrajka is CEO and president of Big Five Tours & Expeditions, which in 2004, was ranked among the top 3 World's Best Tour Operators & Safari Outfitters by the readers of Travel & Leisure magazine. This is the fourth time Big Five has been named among the top 20 tour operators.