Group Adventure Travel is Appealing as Long as it is Active, Flexible, Authentic and Soft
In June 2006, Austin-Lehman Adventures conducted a two-day series of one-on-one focus group interviews with qualified prospects and past guests from the Chicago area. The findings revealed some interesting perceptions on adventure travel.
It was reassuring for the company to hear that traveling with a group on a pre-set itinerary was preferred over self-planned, independent adventure travel. It was surprising however, what little brand awareness there was with the majority of those interviewed. While most had requested and received catalogs from numerous companies, few could accurately differentiate one operator from another.
ALA conducted the focus groups to identify and better understand current and potential markets for adventure travel and determine what are the key needs, perceptions and obstacles in considering both this type of vacation and traveling with a small group. The second phase of the research will be an in-depth online survey of 500 targeted consumers based on the qualitative findings of the face-to-face interviews.
Dan Austin, Founding Partner and Director of Operations for ALA, says he wasn't too surprised with what people listed as most important features of a 'perfect' trip.
'We've always been a customer-driven company from itinerary planning and guest services to new trip development. 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.' It was encouraging to hear that people are looking for the kinds of vacation experiences and rewards that we have built our company philosophy around.'
According to the interview findings, a 'perfect adventure vacation' includes:
• Multi-sport activities and authentic learning experiences that can be both intense and flexible to accommodate individual abilities and interests.
• Trips that are conducted in unblemished, natural and culturally colorful off-the-beaten-track environments.
• Upscale (better than home) accommodations and good regional cuisine.
• Opportunities for personal interaction with local hosts, area experts, chefs, and artisans.
• Logistical management seamlessly handled by the travel company whose guides and hosts treat guests like the VIPs they want to be.
• Field staff who instill trust and whose quiet and competent leadership help guests unwind.
'We were also very interested in hearing individual perceptions on group travel as opposed to 'doing it yourself'. We wanted to learn what was 'too big a group', what obstacles there were to joining a group, and what perceived advantages there might be,' explained Austin.
When considering group adventure travel the findings revealed:
• Groups of up to 20 guests are acceptable.
• To solo travelers, the camaraderie and security a group provides are most important.
• When traveling in third world countries it's preferable to be with a group.
• Destination, timing and itinerary drive decisions to one company or another more than do brand recognition or familiarity.
After the company conducts its more in-depth online survey in late July, they will make the findings available in report form to any qualified member of the media requesting the information.
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