The 2025 Adventure Travel Network Conference
We recently had the privilege of speaking at the sold-out Adventure Travel Network Conference held at the historic St. John’s Church in Waterloo.
This event brought together some of the brightest minds in this sector to debate the latest trends, challenges, and opportunities. The discussions painted a picture of an evolving industry that is adapting in exciting and unexpected ways. Consumer behaviours are shifting, a handful of new destinations are gaining popularity, and booking patterns are becoming increasingly polarised, with a clear divide between early planners and last-minute travellers.
Economic uncertainty and geopolitical tensions continue to add complexity to the outlook, yet the appetite for adventure remains strong, and a particularly engaging panel on rail travel highlighted the growing demand for convenience and seamless ticketing.
When it comes to destinations, Japan, Botswana, and Namibia continue to gain momentum. However, it’s the emerging appeal of West Africa that is truly capturing attention, offering travellers fresh, undiscovered experiences.
Marketing to the adventure traveller
In the afternoon, our very own Strategy Director Jasman Ahmad took to the stage to share insights on marketing to the adventure traveller, delivering a session that explored the most effective channels to reach them and showcased marketing campaigns that are setting the standard for success. Here are five key takeaways from his presentation:
Consumer confidence & travel demand. Despite economic pressures, holidays remain a priority, with only 9% of travellers likely to adjust their plans. Encouragingly, 2025 is shaping up to be a strong year, with growth expected across most holiday types.
Adventure vs. touring: defining the difference. What exactly qualifies as adventure travel - a hike, a walk, a cycling trip, or a tour? The distinction is becoming increasingly blurred, leading to confusion among both travellers and industry professionals (including AI!). While traditional touring holidays focus on comfort and a slower pace, adventure travellers crave a more immersive, fast-paced experience. Going forward, greater clarity is needed to ensure that marketing and product offerings align with the expectations of adventure-seeking travellers.
Adventure travellers vs. holidaymakers. To effectively market adventure travel, we must differentiate adventurers from traditional holidaymakers. Our recent research into the over-50s travel market segmented travellers not by age but by holiday type, revealing key differences:
Adventure travellers tend to be more financially secure, take 3-4 annual trips, and travel to pursue hobbies and experience rich, activity-filled itineraries.
Traditional holidaymakers, by contrast, are generally less affluent and prioritise relaxation, convenience, and high-quality accommodation.
Understanding these distinctions is critical for crafting targeted marketing strategies that resonate with the right audience.
Marketing spend trends. Adventure travel brands are ramping up ad spend, with TV leading the charge. Leading brands such as Intrepid, Exodus, and Explore are investing heavily in the channel, reinforcing its role in brand-building and increasing market share.
Strategic marketing lessons. While it’s important to recognise the differences between adventure travellers and holidaymakers, we must also keep sight of core marketing principles:
Balance long-term brand-building with short-term activation.
Prioritise distinctiveness over differentiation.
Simplify messaging to enhance clarity and impact.
Ensure marketing strategies address every stage of the consumer journey.
Jasman's session highlighted the importance of understanding the unique needs of adventure travellers and the necessity of clear, strategic marketing.
For more insights or to explore how we can help you connect with adventure travellers, contact Jasman at jasman.ahmad@accordmarketing.com.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
