Travel is an ever-changing industry, which is why it is vital for destinations to be on top of major trends. Adventure travel is undeniably one of the most popular trends all over the world. Travel public relations firms have been promoting this growing market and getting the message out for their clients—luxury hotels, resorts, and tour companies—to continue focusing energy on their activities to reap more reservations from this category.
While there are many travelers that enjoy a tranquil, white beach with turquoise waters for a calming vacation, the number of people seeking fun and challenging activities has grown rapidly. Adventure travelers put a priority on energetic experiences revolving around natural environments, whether it be the rainforests in Indonesia or the mountains of Patagonia.
This market encompasses a wide span of people, from Baby Boomers to Millennials to Gen-Xers and Gen-Yers. Expert travel PR agencies can position your property on any adventure travel junkie’s bucket list.
The Hard Adventurer
Caving, mountain biking, repelling and high intensity zip lining are just a few examples of the kinds of experiences the hard core look for when traveling. A high element of challenge is what attracts this type of traveler to a destination. They seek to test themselves physically and mentally in breathtaking settings and on unfamiliar terrain they’ve read about in travel magazines and online.
To target this market, your destination should consider PR through such outlets as Outside Magazine, National Geographic Traveler, and Backpacker. There are a myriad of publications to seek for publicity.
Getting your destination on a travel television show, such as the programs on Discovery and Natgeo, is another powerful way to gain exposure. Abelow PR was successful in securing a series on Discovery about a man in a rowboat who started his expedition at the foothills of the Himalayas and traveled for hundreds of miles through India. This kind of story is perfect for capturing the attention of viewers.
Agencies also advise using Facebook and Instagram to attract this group by posting high-resolution videos of people enjoying themselves in the outdoors. Trekking through the Amazon jungle or repelling down a ravine in Belize are some of the images that impress people. Using visuals to highlight the invigorating activities that you offer is a highly effective way to engage this market.
The Soft Adventurer
Research shows that soft adventure is the fasted growing segment in the travel industry, which is why PR firms recommend also focusing your energy here. Soft adventure activities require little to no experience, making it much more accessible to the majority of people. These adventurers are looking for a variety of ways to broaden their horizons when they travel.
They seek to explore cultures and natural wonders all over the globe. Activities in this category include anything from snorkeling in Australia to biking tours through Amsterdam to African safaris. Since anyone can participate in soft adventure pursuits, use visuals on social media to showcase what you offer as a top choice for families, couples, and solo travelers looking to create lasting memories.
The Adventurous Foodie
Food is more than just a necessity for many travelers today because it is often what drives their curiosity. These enthusiasts want to experience local cultures through cuisine. For them, the taste sensation is what makes for peak. Offering tours of sweeping vineyards or blissful mango groves are great ways to attract this clientele.
Scrumptious pictures of your tasty dishes on Instagram will undoubtedly attract the foodies. Abelow PR considers Instagram to be the most important social media tool to entice this group. Make sure to use display the menu items and ingredients that set your destination apart.
A huge trend on Facebook, and a prime way to reach food lovers, is to use quick and vibrant videos to show how meals are prepared step-by-step. Gaining media coverage online in magazines like Saveur and Food & Wine, which are read religiously by this sector, is another way to lure attention.
There are also shows on the Food Network that can boost exposure for your chef. Abelow PR has arranged luncheons for the press that cover cuisine at prestigious venues like the James Beard House in Manhattan and Eleven Madison Park, one of New York City’s only three star Michelin restaurants. Try to find ways like this to highlight your exemplary food and make your destination stand out.
Adventure travel is not a passing phenomenon. It is growing exponentially and it is vital to reach this highly lucrative market. These travelers are on a quest for travel experiences that ignite all the senses, which is why you should promote your destination from every angle. Highlighting your hidden natural treasures and charming local life with strong media coverage will put you on the map.