Marketing adventure travel and its associated products will reap continuing dividends, new research suggests. A survey of 120 sector specialists by Spike Insight showed that despite the Government’s current economic travails just over half (52%) felt more confident about the year ahead than in 2024. And Spike director Roy Barker said the 50-60-year-old age bracket was the sector’s biggest demographic. Speaking at the Adventure Travel Networking’s 2025 conference (as quoted by TTG (Travel Trade Gazette) he said this group “has plenty of money to burn”. There was “a bulge of affluent 50-60 year olds” that should drive growth in coming years. Travel was a non negotiable purchase for them. “I’m calling this concept ‘essentialism’, whereby people are more willing to forego a new car than give up on their holiday”
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