The new black: Why activity and adventure travel is so popular with consumers

Today’s consumers are constantly on the look out for the next adventure. Which is why more brands than ever are offering travel and experience prizes as part of their promotional campaigns.

But with so many amazing destinations and experiences on offer, it’s difficult to pin-point exactly what will resonate well with your target audience. This is why we created our latest report ‘Exploring Travel’.

Determining what kind of travel promotion will engage your audience is the first and most important step towards a remarkable campaign that hits home with consumers… and according to recent travel industry statistics, adventure holidays could be your ticket to success!

Make the unimaginable, imaginable

15% of consumers will try adventure travel for the first time in 2016 – TripBarometer

Today’s consumers are budding adrenaline seekers – looking for the next thrilling experience to tick off their bucket list. They crave choice and adventure, and want to immerse themselves in unfamiliar cultures.

Looking far and away, beyond the usual destinations, and unearthing the truly unforgettable trips, activities and excursions will get people talking…

Brands can cultivate this growing desire to see and explore the world by going beyond the norm. Forget tourist hotspots and instead offer promotional prizes that send winners to new limits.

After all, it’s a trend that’s in popular demand…

16% of 16-24 year olds and 13% of 25-34 year olds plan to take an activity or sporting holiday in 2016 – ABTA

Although this growing appetite for active holidays is largely driven by young consumers, brands targeting older generations shouldn’t rule this travel prize out completely!

Age is just a number. And with a fitter, healthier generation of over 55s it’s no surprise they’re ‘travelling further and seeking more active or adventurous holidays’ – Abta.

Whether you’re targeting millennials or the golden oldies, you need to rethink your approach to future travel promotions. Incorporating the latest adventure experience into your prize could really drive engagement with an increasingly important demographic.

Before jumping in at the deep end, closely define your target audience and determine whether this style of prize would appeal to them. Taking time to plan and outline a quality brief will help ensure the execution phase is a success.

But, whatever you do – don’t ignore consumers’ demands for brands that are offering the next wow factor campaign. Instead, use this demand to incentivise product purchase!

From paddle boarding in Amsterdam to London’s Slide at the ArcelorMittal Orbit, let’s dive straight in with some outstanding examples of adventure holidays…

Snowboarding in the snow laden Alps

An insane, action packed holiday – consumers definitely won’t turn their nose up at the chance to descend down one of Europe’s most thrilling mountains.

With stunning views and unlimited thrill-seeking opportunities, this prize gives winners the chance to show off and populate social media with their own desirable content!

Whether they’re beginners or pros, catering the prize to your winner’s abilities will give a personalised touch and enhance your brand image in front of a targeted audience!

adventure travel snowboard

Safari across the Serengeti

Active holidays require serious consideration. Remember, not everyone is an adrenaline junkie and some people may not be as active as they once were!

But offering the chance to safari across the Serengeti will grab the attention of the masses! Nothing gets the heart racing like being face to face with some of the world’s most dangerous and beautiful animals, but it doesn’t require athletic abilities from the prize winners.

Spotting Africa’s most glorious native animals whilst riding through it’s most picturesque landscapes, leaves a memory likely to fulfill any consumers’ desire to experience the unique.

And why stop there?

Make your prize even more captivating with the option to enjoy the adventure from the skies! Hot air balloon safaris offer customers the chance to be a part of an undeniably unique experience. An extraordinary opportunity that will rocket redemption rates to new high.

adventure travel safari

Abseil down South Africa’s Table Mountain

Take extreme to a whole new level.

The opportunity to abseil down South Africa’s monstrous Table Mountain is certainly not to be sniffed at. With an insane descent – too hot for the faint of heart – this is a fantastic adventure holiday that will grab the attention of today’s experience-motivated consumers!  

And when they’re not taking on dizzying heights, they can explore the beauty of Cape Town!

adventure travel abseil

Think BIG!

Injecting creativity into the design process can really benefit the overall outcome of a travel promotion. Think big and be sure to manufacture experiences that align with brand and target audience… and offer something extraordinary!

For more inspiration and help in creating the next best travel promotion, simply click below:


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