THE ADVENTURE TRAVELER: WHO &WHY MAY 2018

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2 THE ADVENTURE TRAVELER: WHO &WHY MAY 2018

3 What is adventure?

4 green tourism?

5 outdoor recreation? green tourism?

6 outdoor recreation? eco tourism? green tourism?

7 outdoor recreation? eco tourism? green tourism? extreme sports?

8 FAD? outdoor recreation? eco tourism? green tourism? extreme sports?

9 FAD? outdoor recreation? eco tourism? green tourism? extreme sports? TRUTH.

10 There's a real world out there. Watch Video:

11 EXPERIENCE TO TRANSFORMATION brands to become lifelong partners through services and experiences that can help them live their best lives. Future Of Service

12 WHO IS THE ADVENTURE TRAVELER?

13 66% of the US population can be considered an adventure traveler WHO IS THE ADVENTURE TRAVELER?

14 66% of the US population can be considered an adventure traveler a person who likes to be outside in nature WHO IS THE ADVENTURE TRAVELER?

15 66% of the US population can be considered an adventure traveler a person who likes to be outside in nature WHO IS THE ADVENTURE TRAVELER? who tries and learns new things

16 66% of the US population can be considered an adventure traveler a person who likes to be outside in nature WHO IS THE ADVENTURE TRAVELER? who tries and learns new things wants an off-the-grid experience

17 average trip duration is 6.5 days 66% of the US population can be considered an adventure traveler a person who likes to be outside in nature WHO IS THE ADVENTURE TRAVELER? who tries and learns new things wants an off-the-grid experience

18 average trip duration is 6.5 days 66% of the US population can be considered an adventure traveler a person who likes to be outside in nature will embrace local nuances WHO IS THE ADVENTURE TRAVELER? who tries and learns new things wants an off-the-grid experience

19 average trip duration is 6.5 days 66% of the US population can be considered an adventure traveler a person who likes to be outside in nature will embrace local nuances WHO IS THE ADVENTURE TRAVELER? who tries and learns new things works hard to be healthy wants an off-the-grid experience

20 FROM MILLENNIALS TO BOOMERS

21 FROM MILLENNIALS TO BOOMERS INCLUDES FAMILIES AND SINGLES

22 FROM MILLENNIALS TO BOOMERS INCLUDES FAMILIES AND SINGLES The adventure traveler crosses over demographics because it s a mindset.

23 Millennials want to learn new things. Boomers want to rekindle life passions.

24 WHAT MOTIVATES THEM ALL?

25 WHAT MOTIVATES THEM ALL? transformation

26 transformation expanded world view WHAT MOTIVATES THEM ALL?

27 transformation expanded world view WHAT MOTIVATES THEM ALL? nature and discovery

28 transformation expanded world view WHAT MOTIVATES THEM ALL? nature and discovery learning

29 HOW DO THEY DESCRIBE THEMSELVES?

30 HOW DO THEY DESCRIBE THEMSELVES? kind, efficient, organized and imaginative think travel should be about enriching knowledge not very interested in owning luxurious products have a moderately altruistic nature

31 HOW DO THEY DESCRIBE THEMSELVES? kind, efficient, organized and imaginative think travel should be about enriching knowledge not very interested in owning luxurious products have a moderately altruistic nature enjoy working on new ideas consider myself an intellectual enjoy cultural immersion when I travel

32 WHAT DO THEY LIKE TO DO?

33 WHAT DO THEY LIKE TO DO? TOP 5: hiking kayaking rafting backpacking trekking paddleboarding

34 Is it what or is it why? Watch Video:

35 EXPERIENCE TO TRANSFORMATION brands to become lifelong partners through services and experiences that can help them live their best lives. Future Of Service

36 why is THis a good opportunity?

37 This adventure traveler is a perfect match for outdoor, playful destinations where size is trumped by local culture and accessible adventure.

38 CLOSE THE GAP

39 CLOSE THE GAP The adventure traveler market closes the seasonality gap.

40 CONNECT

41 CONNECT The adventure traveler inspires emerging markets.

42 1/4 are of Canadian travelers Active Adventurers Canadians are more likely to be Active Adventurers who IS THE CANADIAN AUDIENCE? 42% main activity is adventure related

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44 LOCAL IMPACT

45 LOCAL IMPACT UK MACRO TREND: "Civic Brands" Consumers expect brands to create social change.

46 If you build it (and it's something good), they will come. Watch Video:

47 A BIG UMBRELLA adventure can go many different ways 20% adventurers adventure grazers 23.9% 7.5% adventure enthusiasts 14.4% up & coming adventurers mass travelers 34%

48 Adventure helps people transform into their best selves. The Adventure Traveler is a mindset. The trend is a natural fit for Pensacola and NWFL.

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