"Adventure travel used to mean strapping on a backpack and vigorously sweating your way up a steep mountain with a can of bear spray swinging from your belt-a niche pursuit for the hardcore. But the page has turned: The once extreme is now mainstream. Marriott Bonvoy, the rewards program from hotel giant Marriott International, is riding this momentum with the launch of Marriott Bonvoy Outdoors, a hub showcasing more than 450 outdoor-focused hotels and 50,000 homes and villas, along with curated tours and activities."
"'Adventure-first' travel is on the rise It's no surprise Marriott is doubling down now. The "adventure-first" traveler base has climbed from 30% to 40%, and two-thirds of international travelers now fall under the "Open to Adventure" banner, as reported by the Adventure Travel Trade Association (ATTA). The market has soared to become a $1.16 trillion global movement. And it's not just about cliff faces and kayaks anymore. Seventy percent of travelers say they now prioritize cultural exchange and physical activity in their trips, ATTA says."
Adventure travel has shifted from a niche hardcore pursuit into mainstream demand, with travelers seeking outdoor and culturally active experiences. Marriott launched Marriott Bonvoy Outdoors to aggregate over 450 outdoor-focused hotels and 50,000 homes and villas, plus curated tours and a 20-destination treasure hunt led by Dylan Efron. The "adventure-first" traveler segment grew from 30% to 40%, and two-thirds of international travelers identify as "Open to Adventure", creating a $1.16 trillion market. Pandemic-era safety preferences and spikes in bookings for nature-based stays drove demand, prompting destinations and companies to expand outdoor activity offerings.
Read at Fast Company
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