Between 2009 and 2012, the “adventure travel” market grew by 65%, ANNUALLY, reaching $263 BILLION in sales.
BCG estimates the size of the luxury travel market at $460 billion (with 11% annual growth), making it the highest valued category of luxury spending. For instance, spending on luxury travel exceeds total global spending on all categories of luxury personal goods (jewelry, leather goods, handbags, apparel and cosmetics), which total approximately $390 billion.
According to the UNWTO, ecotourism, nature, cultural and "soft adventure" tourism will all grow faster over the next 20 years than the tourism industry as a whole.
Sources: Adventure Travel Trade Association, "Adventure Tourism Market Study" (August 2013); Boston Consulting Group, "Shock of the New Chic: Dealing with New Complexity in the Business of Luxury" (January 30, 2014); and UNWTO, "Tourism in the Green Economy" (2012).
Experiential Travel Statistics
In a 2014 report, the travel research company Skift concluded, “Arguably the most significant, systemic trend in worldwide tourism today, is the demand for ‘experiential travel’.”
In the 2014 Conde Nast Reader’s Choice Awards, 9 of the 10 highest-rated hotels in the world utilized experiential concepts (tents, cabins, alterative building methods).
8 of the top 10 hotels in the 2014 Travel & Leisure World’s Best Awards were camps or tent-style resorts, confirming the clear consumer appreciation and demand for unique travel experiences and designs.
The 2014, the MasterCard Affluent Report (Asia Pacific) found “a shifting tendency among the affluent to seek and discover authentic experiences as opposed to purchasing and owning physical luxury items.”
The culture of sustainability (LOHAS): In the eyes of the public, it’s not a matter of whether we will run out of natural resources – it’s a matter of when. Sustainability permeates every aspect of consumers’ lifestyles, business infrastructures, and other societal constituencies.
“Tourist choices are increasingly influenced by sustainability considerations” World Tourism Organization’s 2012 Tourism in the Green Economy Report.
Luxury That Doesn't Cost the Earth: 2015 Booking.Com survey found “Sustainable Travel on the Rise as More Travelers Seek to Reduce Their Carbon Footprint.”
59% of wealthy boomers agree that retirement is “a time to travel and explore new places.”
47% of affluent seek out natural or scenic features when choosing a destination.
46% of wealthy consider exotic vacations to be one of the most desirable luxuries.
33% of wealthy boomers want to visit a rare or remote landscape.
32% of wealthy boomers said they currently enjoy “once in a lifetime” experiences on vacation, with another 18% wanting to try them.
Source: The Resonance Report 2013: US Affluent Travel & Leisure