How to navigate selling the multifaceted sector of adventure tourism

The world of adventure travel is alive with exhilarating experiences to satisfy any craving, regardless of whether your client is a first?time explorer or daring adrenaline seeker. From diving into the depths of Belize’s Great Blue Hole and camping under the stars on the plains of the remote African wilds to marvelling at a colony of emperor penguins in Antarctica, there is a wealth of transformative experiences waiting to be discovered.

What’s more, adventure travel is no longer just for backpackers, as demand rises among affluent consumers seeking more obscure pursuits in destinations off the beaten track. Jimmy Carroll, co-founder and business development director of experiential tour operator Pelorus, attributes this trend to a surge in “revenge travel” in the wake of the pandemic. “As a direct result of not being able to go anywhere, even more people have been inspired to get out and explore the world in new ways,” he says.

The growing desire for imagination-defying experiences brings a great opportunity, with agents that take the plunge likely to benefit from tapping into this evolving market. But to be truly impactful and make a mark, agents and operators must think creatively to offer distinctive and unique experiences. “It’s our job to give people what they want, but also show them something new and change their perspective,” Carroll adds.

Scope of adventure

The challenge in selling adventure holidays lies in striking the balance between staying within your clients’ comfort zone and pushing the boundaries to create an unforgettable experience. “Everyone’s interpretation of adventure is different,” says Carroll. “One client may see it as jumping out of helicopters, whereas for another it’s going on safari, so it’s really key to drill down into knowing what their view on adventure is and then work from there.”

Claire Brighton, director of the Association of Touring & Adventure Suppliers, agrees and stresses the importance of setting expectations with clients. She also says using videos in the sales process helps agents to “clearly demonstrate an experience” because many destinations and excursions sell themselves. And with myriad experiences on offer in untouched corners of the world, it’s no surprise that consumers are turning to agents and operators to fine-tune their itineraries and point them in the right direction.

Top destinations enticing intrepid travellers include Iceland, Norway and Greenland, according to Nick Davies, managing director of expedition specialist Cookson Adventures. “They are outdoor playgrounds when it comes to adventure, especially during the summer months when we can benefit from the midnight sun,” he says.

During a recent trip to Iceland, the Cookson Adventures team pulled out all the stops for its daredevil-spirited guests, including building a camp on a frozen glacial lake to create a base for “non-stop adventures” such as heliskiing, canyoning and mountain climbing.

But adventure travel doesn’t have to be synonymous with adrenaline. It’s also for travellers who want to explore remote regions, experience awe-inspiring landscapes and educate themselves about the planet. Specialist operator White Desert hosts luxury expeditions to Antarctica that cater for just 12 people per camp. Mindy Roberts, chief marketing officer, says: “The consumers we see are environmentally aware world travellers who have a desire to learn and grow by experiencing different cultures.”

White Desert’s itineraries include climbing to the summit of a mountain, diving in submersibles and visiting research stations to meet leading climate and wildlife scientists. Alongside the polar regions, top destinations for UK adventure travellers, according to Virtuoso’s Luxe Report for 2024, include Kenya and South Africa, which may be more suited to first-time explorers. “One of the biggest barriers for people wanting to embark on adventurous trips is the fear of the unknown,” says Carroll. “Talk to clients to figure out where their comfort zone lies and how to elevate that just a little bit.”

Distinct demands

Crafting bespoke itineraries that take adventurous pursuits to new heights, while also trying to meet the unique demands of affluent clients, is not for the faint-hearted. Throw in the fact that multigenerational and group trips dominate bookings in this sector (Pelorus’ average booking size is seven people), and it’s not hard to see why some agents may be daunted by the thought of entering this market.

“Adventure travel is more complex, nuanced and individual, so you become so much more a part of your client’s life and their ethos,” says Jake Pickering, head of partnerships at Pelorus. However, it’s these strong relationships forged with clients that have earned the operator a 68% repeat booking rate.

So, while perhaps more difficult to navigate, the sector certainly offers a lucrative opportunity – especially if advisors go above and beyond. Prices for trips with Cookson Adventures start from £150,000, but Davies says this can “significantly increase” with additions such as “chartering an explorer yacht, building a custom camp in the wilderness or using helicopters to explore farther afield”. The team can even organise a personal media crew that travels with guests to capture every adrenaline-fuelled moment on camera.

Similarly, despite travelling to one of the world’s most remote regions, the team at White Desert understand the importance of making the trip as smooth as possible for high-net-worth travellers and not compromising on the finer details. Roberts says: “The preparation for guests’ arrival is a year-round operation, from the provisions being flown in to serve the finest cocktails upon arrival to gourmet meals and unparalleled comfort.”

Understandable when you consider that the brand’s top-of-the-range 16-day itinerary comes with a price tag of more than $2 million per person. So, while the adventure travel sector may be uncharted territory for many, the payoff for agents who are quick to tap into this niche yet rapidly growing market is extremely compelling.