Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definitions
- COVID-19: Market context
Executive Summary
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- Top takeaways
- Outdoor activity participant overview
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- Figure 1: Outdoor vacation activity participant demographics, January 2021
- Impact of COVID-19 on travel and outdoor vacation activities
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on travel and outdoor vacation activities, January 2020
- Challenges and Opportunities
- Outdoor vacation activities are widespread
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- Figure 3: Types of leisure trips in past two years, December 2020
- Travelers are interested year-round, but clearly prefer summer
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- Figure 4: Interest in outdoor vacation activities, December 2020
- COVID-19 and cash are the biggest barriers
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- Figure 5: Barriers to outdoor vacation activities, December 2020
- Motivations are varied across ages
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- Figure 6: Motivations for participating in outdoor activities, by age group, December 2020
- The industry is not connecting its natural supporters with overarching trends
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- Figure 7: Environmental attitudes about outdoor vacation activities, December 2020
- What it means
The Market – Key Takeaways
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- Outdoor vacation activities are popular and varied
- Unemployment levels jeopardize vacations
- The fight against COVID-19 trudges on
Market for Outdoor Vacation Activities
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- Prevalence of outdoor activities on vacation
- Most travelers embark on outdoor vacation activities
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- Figure 8: Types of leisure trips in past two years, December 2020
- Interest in outdoor vacations continues into middle age
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- Figure 9: Types of outdoor vacations in past two years, by age group, December 2020
- Affluent vacationers are strong targets for outdoor activity providers
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- Figure 10: Types of outdoor vacations in past two years, by age group, December 2020
- Great outdoors are great for groups
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- Figure 11: Types of outdoor vacations in past two years, by number of minor children living in household, December 2020
- Length of trip and seasonal preferences
- Outdoor activities round out long vacations
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- Figure 12: Length of last outdoor vacation, by trip type, December 2020
- COVID-19 affected the number of vacationers, but not seasonal preference
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- Figure 13: Seasonality of outdoor vacations, 2019-20, December 2020
- Impact of COVID-19 on travel and outdoor vacation activities
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- Figure 14: Short-, medium- and long-term impact of COVID-19 on travel and outdoor vacation activities, January 2021
- Lockdown
- Reemergence
- Recovery
- Americans are locked into their travel habits despite rising cases
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- Figure 15: Comfort level with travel activities during COVID-19, September and December, 2020
- Some stigma exists around outdoor activities
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- Figure 16: Attitudes toward travel during the pandemic – safety and booking, December 2020
- Pessimism about COVID-19 depresses 2021 travel outlook
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- Figure 17: Attitudes about COVID-19, December 4-20, 2020
Market Factors
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- Travel market faces slow climb out of recession
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- Figure 18: Total travel industry revenue and forecast, at current prices, 2015-25
- Travel recovery dependent on COVID-19 vaccine
- Slow vaccine rollout delays all travel recovery
- B.1.1.7. threatens the rebound of destinations
- Direct relief in question despite changes in Senate and White House
- High unemployment narrows outdoor activity participation
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- Figure 19: Unemployment and underemployment, January 2007- November 2020
- Figure 20: Vacation occurrence in past two years, by race and gender, December 2020
- Low prices at the pump encourage outdoor vacations
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- Figure 21: US gasoline and diesel retail prices, January 2007- November 2020
Companies and Brands – Key Takeaways
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- A greening industry needs its customers on board
- Brands are acting in line with the sentiments that influence consumers
Market Opportunities
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- The broader travel industry provides a roadmap for outdoor activities
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- Figure 22: Environmental attitudes about outdoor vacation activities, December 2020
- Case study: African destinations pioneer eco-friendly outdoor vacations
- COVID-19 solutions can have lasting ramifications
- Successful round of funding can make the homeshare market more outdoorsy
Competitive Strategies
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- Mintel Trend Drivers
- Surroundings
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- Figure 23: Mintel Trend Driver, Surroundings
- Industry initiatives underscore sustainability
- Smaller markets reach out to people nearby
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- Figure 24: Visit Lafayette-West Lafayette “Winter Bucket List” email, January 2021
- Value
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- Figure 25: Mintel Trend Driver, Value
- Sixt gives destination advice alongside rental deals
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- Figure 26: Sixt email, December 2020
- Wellbeing
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- Figure 27: Mintel Trend Driver, Wellbeing
- Big White takes the wrong angle on the pandemic
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- Figure 28: Big White Ski Resort online ad, December 2020
The Consumer – Key Takeaways
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- Summer activities have the broadest appeal
- Warm weather activities are seen as the most desirable
- Enjoyment and relaxation are key motivators
- Health and wealth are principal barriers
Activities and Interest
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- For activities, summer heat can’t be beat
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- Figure 29: Attitudes toward outdoor activity seasons, December 2020
- Outdoor activity appeal is wide ranging
- For many activities, interest is high, but participation is low
- Water activities are more universally appealing than snow
- Niche activity participants are engaged broadly
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- Figure 30: Interest in outdoor vacation activities, December 2020
- Vacationers are interested in easy-access activities
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- Figure 31: Activities done by outdoor vacationers on vacation in past two years, December 2020
- Snow venues have to get creative to attract visitors
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- Figure 32: Activities done on vacation in past two years, by region, December 2020
Opinions of Outdoor Activities
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- The family vacation sweet spot
- Snow and water activities have high hurdles
- Climbing’s appeal is an uphill struggle
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- Figure 33: Correspondence Analysis – Symmetrical map – Vacation perception, December 2020
Motivations for Participating in Outdoor Activities
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- Outdoor vacation activity participants are experienced
- Participation can be relaxing, not rigorous
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- Figure 34: Motivations for participating in outdoor activities, December 2020
- Different age groups have different approaches to novelty
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- Figure 35: Motivations for participating in outdoor activities, by age group, December 2020
- Low-cost introductory activities can be inclusive for budget travelers
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- Figure 36: Motivations for participating in outdoor activities, by HHI, December 2020
- City residents are more impulsive in activity selection
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- Figure 37: Motivations for participating in outdoor activities, by area, December 2020
Barriers to Outdoor Activities
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- COVID-19 and cost are main barriers
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- Figure 38: Barriers to outdoor vacation activities, December 2020
- Everyone has an underlying concern about the virus
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- Figure 39: Barriers to outdoor vacation activities, by age group, December 2020
- City dwellers can be stuck on where to begin
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- Figure 40: Barriers to outdoor vacation activities, by age group, December 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Methodology
Appendix – The Consumer
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- Figure 41: TURF Analysis – Reasons against outdoor vacations, December 2020
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- Figure 42: Table – TURF Analysis – Reasons against outdoor vacations, December 2020
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- Figure 43: Vacation perception, December 2020
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