Adventure travelers don’t really want too many surprises or challenges, says Austin-Lehman Adventures after a two-day series of one-on-one focus groups.
“We know these folks aren’t into roughing it, although they may think that’s what they have to do when they hear the word ‘adventure,’” said Dan Austin, foundering Partner and Director of operations for Austin.
Some of the group travel company findings of what travelers wanted in a “perfect vacation” were:
- Upscale (better than home) accommodations and good regional cuisine.
- Multi-sport activities and real learning experiences that can accommodate individual travelers.
- Trips that are conducted in unblemished, natural, often off-the-beaten-track environments.
- A field staff that is trusted to help guests unwind.
The company also found that there was little brand awareness among the majority of those interviewed.
“While most had requested and received catalogs from numerous companies, few could accurately differentiate one operator from another,” said the company.
Report by David Wilkening
