UK Touring and Adventure Holidays Market Report 2023

The Touring and Adventure Holidays Market Report 2023 provides comprehensive data and invaluable analysis of consumer attitudes towards adventure and touring holidays. Our research examines the impact of the rising cost of living on the touring and adventure holidays market, future interest in group touring holidays and barriers to booking holidays. Gain insight into how to respond to changing consumer demands and stay ahead of your competition with our adventure tourism market research.

Touring and Adventure Holidays Market – Overview

The price of holidays offered has become the leading factor when travellers decide which company to book a touring and adventure holiday with. As household finances become increasingly squeezed, travellers will continually analyse the cost-value associated with the touring and adventure holidays market. Brands offering low deposits, the option to pay in instalments and providing a holiday booking calendar that shows prices on a range of dates, will appeal to a wider range of customers amid the cost of living crisis.

Touring and Adventure Holidays Market – Trends & Consumer Behaviours

The growing number of one-person households provides opportunities for brands to appeal to a larger number of older singles. Older travellers defiantly refuse to conform to the prevailing norms and expectations of ‘older people’ in today’s society, and so operators would do well to promote the social aspect of tours, as well as opportunities to try new activities and experiences, to solo older travellers. The touring and adventure holidays market also continues to be popular amongst Gen Zs, who remain keen for the reassurance of travelling within a group.

Adventure tourism market UK – Statistics

• 67% of over-65s said they were interested in going on a group touring holiday.
• 63% of those who are interested in taking a group touring holiday would be most likely to travel abroad for their trip.
• 53% of travelers would be interested in going on a historical or cultural group touring holiday.
• 37% of Gen Z would be interested in participating in a photography touring holiday.

Touring and Adventure Holidays Market – Future Outlook & Opportunities

Generation Z are revolutionising modern photography and video culture with the rise of social media and resurgent interest in physical photos. Operators in the tour and adventure holidays market can capitalise on this trend by offering photography tours to the younger, cost-conscious generation. These tours should provide Gen Zs with unique opportunities to create content in exciting locations at affordable prices.

With travel sustainability moving to the fore of many consumers’ minds, operators in the touring and adventure holidays market should increasingly focus on what they can do to improve their sustainability credentials. Travellers will increasingly expect brands to make sustainable choices on their behalf, such as carbon offsetting and offering a range of sustainable transport options.

To discover more about the UK Consumers and the Cost of Living Market Report 2023, read our UK Holiday Review Market Report 2023, or take a look at our other Holidays and Travel Market Research.

Quickly Understand

• The impact of the rising cost of living on the touring and adventure holidays market.
• Future interest in group touring holidays.
• Barriers towards group touring holidays.
• Considered budget, destinations and companions for a group touring holiday.
• Important factors when booking a group touring holiday.

Leading Brands in the Adventure Tourism Market UK

Riveria, Byway, Escorted, Great Rail Journeys, Riviera Tours, Newmarket Holidays, Specialist Journeys, Leger Holidays, Cosmos Tours, Martin Randall Travel, Jules Verne, Wendy Wu Tours, G Touring Limited, G Adventures, Ramblers Walking, HolidaysExodus Travels, Explore Worldwide, Intrepid Travel UK, On The Go Tours, KE Adventure Travel

Expert Analysis from a Specialist in the Travel Sector

This report, written by Rich Shepherd, a leading analyst in the travel sector, delivers in-depth commentary and analysis to highlight current trends in the touring and adventure holidays market and add expert context to the numbers.

Interest in group touring holidays has declined in the last year, despite the lifting of international travel restrictions. With some consumers believing they do not offer enough value for money, brands will have to up their game to increase the perceived value amid the rising cost of living. Effective ways to do so include promoting the convenience of touring holidays, as well as providing premium options for those looking for an upgraded experience.”

Jennie Bryans
Travel and Leisure Analyst