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.
The launch, announced Tuesday, includes a real-world treasure hunt across 20 outdoor destinations in North America led by Dylan Efron, actor Zac Efron’s brother and self-proclaimed outdoorsman.
‘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.
The pandemic swiftly propelled this shift. While business plummeted, Airbnb dropped 40% and Expedia 58%, nature-based travel was in full bloom, the Boston Globe reported at the time.
Pitchup.com, which books lodges, cabins, and campsites, reported advance reservations for 2021 were six times higher than the year before, the Globe reported. Getaway, which rents tiny cabins in the woods, saw bookings spike 148%. Travelers voted with their wallets for fewer crowds and more campfires.
And as we all know, demand sparks supply. Destinations that once offered a handful of local activities now tempt travelers with dozens, if not hundreds, of ways to hike, paddle, surf, or stargaze.
And Marriott is hardly alone. Its fellow hotel giants are racing into the woods as well.
Last July, Hyatt Hotels teamed up with glamping brand Under Canvas, pulling its safari-style tents into the loyalty fold. And earlier last year, Hilton Hotels linked with AutoCamp, making Airstream suites and luxury tents bookable through its platform.
All of this comes as the broader travel business is facing potential headwinds from a rapidly shifting political climate.
The U.S. economy is projected to lose $12.5 billion in international traveler spending this year, according to the London-based World Travel & Tourism Council. In April, Oxford Economics had warned that intensifying “America first” policies from the Trump administration were breeding a negative sentiment toward the U.S. among potential international travelers.
Julia Simpson, president and CEO of the council, spoke bluntly in a statement. “This is a wake-up call for the U.S. government,” she said. “The world’s biggest travel economy is heading in the wrong direction, not because of a lack of demand, but because of a failure to act. While other nations are rolling out the welcome mat, the U.S. government is putting up the ‘closed’ sign.”