Adventure Travel Trade Association tour operators, which together serve roughly two million customers annually, reported that travelers are showing increased interest in the following:
- Custom itineraries: 84% (i.e., 84% of operators reported an increased interest)
- Shorter duration trips: 73%
- Closer-to-home, shorter haul trips: 55%
- Activity based adventures: 79%
- Cultural-interaction adventures: 70%
- Volunteering within travel: 40%
- Multigenerational travel: 55%