Cost Stops 85% of Adventure Travel

BY Rachel Cagle
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Love Home Swap, one of the world's leading home exchange programs, released results from its Travel Bucket ListSurvey of 1,000 Americans. The survey uncovered U.S. consumers' adventure travel aspirations and what stops them from actually taking their desired trips.

Adventure Travel Barriers

The survey found that 77% of Americans have an adventure travel bucket list, but only 3% have made an effort to visit any of them. Why? Cost is the primary obstacle, preventing 85% of adventure travelers from achieving their goals. Other primary deterrents are an aversion to traveling alone (19%), indecision about which place to visit first (17%) and wanting local experiences but not believing they'll know how to get them (14%).

When it comes to adventure travel, Americans are the most anxious to visit Japan, Finland, Thailand, Portugal and Argentina. Since these are all international locations, its no wonder that cost is such a prominent barrier to adventure travel. However, 52% of consumers are still planning on eventually going to the destinations on their bucket lists.

Advertising to Adventure Travelers

Nearly 57% of Foreign Vacationers have used a search engine to research a product they were considering for purchase within the last 30 days, reports AudienceSCAN. The most popular search engine among this audience is Google, which 91.2% of these travelers use. However, 20.6% won't go past the first page of search results, so SEO is paramount for service providers who want to reach the adventure travel audience!

Foreign Vacationers can be swayed to follow their dreams through digital and traditional advertisements. Last year, according to AudienceSCAN, 55.7% took action after seeing a sponsored search result and 54.4% were inspired by an email they received. They're also 28% more likely than other adults to take action after seeing an ad on a daily deal website such as Groupon or LivingSocial. Additionally, 65.8% took action after seeing a TV commercial last year.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.