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UK Adventure Travel Market Survey, July 2020 | Much Better Adventures

3,081 responses

First things first, what's your age bracket?

3K out of 3K answered

1
25-34
42%/ 1K resp.
2
35-44
29%/ 909 resp.
3
45-54
18%/ 566 resp.
4
55+
6%/ 208 resp.
5
18-24
2%/ 85 resp.

Do you have kids under 18?

3K out of 3K answered

1
Yes
18%/ 574 resp.
2
No
81%/ 2K resp.

Where are you based?

3K out of 3K answered

1
United Kingdom
92%/ 2K resp.
2
United States of America
2%/ 75 resp.
3
Ireland
1%/ 32 resp.
4
Canada
0%/ 11 resp.
5
France
0%/ 10 resp.
6
Australia
0%/ 8 resp.
7
Germany
0%/ 7 resp.
8
Netherlands
0%/ 6 resp.
9
Spain
0%/ 6 resp.
10
Norway
0%/ 5 resp.
11
Sweden
0%/ 5 resp.
12
Denmark
0%/ 4 resp.
13
Italy
0%/ 4 resp.
14
Greece
0%/ 3 resp.
15
New Zealand
0%/ 3 resp.
16
Poland
0%/ 3 resp.
17
South Africa
0%/ 3 resp.
18
Belgium
0%/ 2 resp.
19
Brazil
0%/ 2 resp.
20
Croatia
0%/ 2 resp.
21
Nigeria
0%/ 2 resp.
22
Serbia
0%/ 2 resp.
23
Singapore
0%/ 2 resp.
24
Slovenia
0%/ 2 resp.
25
Switzerland
0%/ 2 resp.
26
United Arab Emirates
0%/ 2 resp.
27
Albania
0%/ 1 resp.
28
Austria
0%/ 1 resp.
29
Bahrain
0%/ 1 resp.
30
Bulgaria
0%/ 1 resp.
31
Egypt
0%/ 1 resp.
32
Finland
0%/ 1 resp.
33
Hungary
0%/ 1 resp.
34
India
0%/ 1 resp.
35
Israel
0%/ 1 resp.
36
Kuwait
0%/ 1 resp.
37
Lithuania
0%/ 1 resp.
38
Malaysia
0%/ 1 resp.
39
Malta
0%/ 1 resp.
40
Nepal
0%/ 1 resp.
41
Portugal
0%/ 1 resp.
42
Qatar
0%/ 1 resp.
43
Romania
0%/ 1 resp.
44
Thailand
0%/ 1 resp.
45
Venezuela
0%/ 1 resp.
46
Zimbabwe
0%/ 1 resp.
47
Afghanistan
0%/ 0 resp.
48
Algeria
0%/ 0 resp.
49
Andorra
0%/ 0 resp.
50
Angola
0%/ 0 resp.
51
Antigua and Barbuda
0%/ 0 resp.
52
Argentina
0%/ 0 resp.
53
Armenia
0%/ 0 resp.
54
Azerbaijan
0%/ 0 resp.
55
Bahamas
0%/ 0 resp.
56
Bangladesh
0%/ 0 resp.
57
Barbados
0%/ 0 resp.
58
Belarus
0%/ 0 resp.
59
Belize
0%/ 0 resp.
60
Benin
0%/ 0 resp.
61
Bhutan
0%/ 0 resp.
62
Bolivia
0%/ 0 resp.
63
Bosnia and Herzegovina
0%/ 0 resp.
64
Botswana
0%/ 0 resp.
65
Brunei
0%/ 0 resp.
66
Burkina Faso
0%/ 0 resp.
67
Burundi
0%/ 0 resp.
68
Cabo Verde
0%/ 0 resp.
69
Cambodia
0%/ 0 resp.
70
Cameroon
0%/ 0 resp.
71
Central African Republic
0%/ 0 resp.
72
Chad
0%/ 0 resp.
73
Chile
0%/ 0 resp.
74
China
0%/ 0 resp.
75
Colombia
0%/ 0 resp.
76
Comoros
0%/ 0 resp.
77
Congo (Congo-Brazzaville)
0%/ 0 resp.
78
Costa Rica
0%/ 0 resp.
79
Cuba
0%/ 0 resp.
80
Cyprus
0%/ 0 resp.
81
Czechia (Czech Republic)
0%/ 0 resp.
82
Côte d'Ivoire
0%/ 0 resp.
83
Democratic Republic of the Congo
0%/ 0 resp.
84
Djibouti
0%/ 0 resp.
85
Dominica
0%/ 0 resp.
86
Dominican Republic
0%/ 0 resp.
87
Ecuador
0%/ 0 resp.
88
El Salvador
0%/ 0 resp.
89
Equatorial Guinea
0%/ 0 resp.
90
Eritrea
0%/ 0 resp.
91
Estonia
0%/ 0 resp.
92
Eswatini (fmr. "Swaziland")
0%/ 0 resp.
93
Ethiopia
0%/ 0 resp.
94
Fiji
0%/ 0 resp.
95
Gabon
0%/ 0 resp.
96
Gambia
0%/ 0 resp.
97
Georgia
0%/ 0 resp.
98
Ghana
0%/ 0 resp.
99
Grenada
0%/ 0 resp.
100
Guatemala
0%/ 0 resp.
101
Guinea-Bissau
0%/ 0 resp.
102
Guinea
0%/ 0 resp.
103
Guyana
0%/ 0 resp.
104
Haiti
0%/ 0 resp.
105
Holy See
0%/ 0 resp.
106
Honduras
0%/ 0 resp.
107
Iceland
0%/ 0 resp.
108
Indonesia
0%/ 0 resp.
109
Iran
0%/ 0 resp.
110
Iraq
0%/ 0 resp.
111
Jamaica
0%/ 0 resp.
112
Japan
0%/ 0 resp.
113
Jordan
0%/ 0 resp.
114
Kazakhstan
0%/ 0 resp.
115
Kenya
0%/ 0 resp.
116
Kiribati
0%/ 0 resp.
117
Kyrgyzstan
0%/ 0 resp.
118
Laos
0%/ 0 resp.
119
Latvia
0%/ 0 resp.
120
Lebanon
0%/ 0 resp.
121
Lesotho
0%/ 0 resp.
122
Liberia
0%/ 0 resp.
123
Libya
0%/ 0 resp.
124
Liechtenstein
0%/ 0 resp.
125
Luxembourg
0%/ 0 resp.
126
Madagascar
0%/ 0 resp.
127
Malawi
0%/ 0 resp.
128
Maldives
0%/ 0 resp.
129
Mali
0%/ 0 resp.
130
Marshall Islands
0%/ 0 resp.
131
Mauritania
0%/ 0 resp.
132
Mauritius
0%/ 0 resp.
133
Mexico
0%/ 0 resp.
134
Micronesia
0%/ 0 resp.
135
Moldova
0%/ 0 resp.
136
Monaco
0%/ 0 resp.
137
Mongolia
0%/ 0 resp.
138
Montenegro
0%/ 0 resp.
139
Morocco
0%/ 0 resp.
140
Mozambique
0%/ 0 resp.
141
Myanmar (formerly Burma)
0%/ 0 resp.
142
Namibia
0%/ 0 resp.
143
Nauru
0%/ 0 resp.
144
Nicaragua
0%/ 0 resp.
145
Niger
0%/ 0 resp.
146
North Korea
0%/ 0 resp.
147
North Macedonia
0%/ 0 resp.
148
Oman
0%/ 0 resp.
149
Pakistan
0%/ 0 resp.
150
Palau
0%/ 0 resp.
151
Palestine State
0%/ 0 resp.
152
Panama
0%/ 0 resp.
153
Papua New Guinea
0%/ 0 resp.
154
Paraguay
0%/ 0 resp.
155
Peru
0%/ 0 resp.
156
Philippines
0%/ 0 resp.
157
Russia
0%/ 0 resp.
158
Rwanda
0%/ 0 resp.
159
Saint Kitts and Nevis
0%/ 0 resp.
160
Saint Lucia
0%/ 0 resp.
161
Saint Vincent and the Grenadines
0%/ 0 resp.
162
Samoa
0%/ 0 resp.
163
San Marino
0%/ 0 resp.
164
Sao Tome and Principe
0%/ 0 resp.
165
Saudi Arabia
0%/ 0 resp.
166
Senegal
0%/ 0 resp.
167
Seychelles
0%/ 0 resp.
168
Sierra Leone
0%/ 0 resp.
169
Slovakia
0%/ 0 resp.
170
Solomon Islands
0%/ 0 resp.
171
Somalia
0%/ 0 resp.
172
South Korea
0%/ 0 resp.
173
South Sudan
0%/ 0 resp.
174
Sri Lanka
0%/ 0 resp.
175
Sudan
0%/ 0 resp.
176
Suriname
0%/ 0 resp.
177
Syria
0%/ 0 resp.
178
Tajikistan
0%/ 0 resp.
179
Tanzania
0%/ 0 resp.
180
Timor-Leste
0%/ 0 resp.
181
Togo
0%/ 0 resp.
182
Tonga
0%/ 0 resp.
183
Trinidad and Tobago
0%/ 0 resp.
184
Tunisia
0%/ 0 resp.
185
Turkey
0%/ 0 resp.
186
Turkmenistan
0%/ 0 resp.
187
Tuvalu
0%/ 0 resp.
188
Uganda
0%/ 0 resp.
189
Ukraine
0%/ 0 resp.
190
Uruguay
0%/ 0 resp.
191
Uzbekistan
0%/ 0 resp.
192
Vanuatu
0%/ 0 resp.
193
Vietnam
0%/ 0 resp.
194
Yemen
0%/ 0 resp.
195
Zambia
0%/ 0 resp.

What types of adventure trips do you typically choose to do?

3K out of 3K answered

1
Hiking/trekking
80%/ 2K resp.
2
General exploration
57%/ 1K resp.
3
Multi-activity
47%/ 1K resp.
4
Canoe/kayak
46%/ 1K resp.
5
Safari/wildlife
36%/ 1K resp.
6
Ski/snowboard
31%/ 958 resp.
7
Mountaineering
23%/ 729 resp.
8
Cycle touring
19%/ 597 resp.
9
Swimming
19%/ 592 resp.
10
Snorkelling
18%/ 581 resp.
11
Rafting
17%/ 535 resp.
12
Surf
15%/ 482 resp.
13
Diving
15%/ 470 resp.
14
Sailing
14%/ 458 resp.
15
Rock climbing/ice climbing
14%/ 434 resp.
16
Mountain biking
12%/ 392 resp.
17
Ski tour
7%/ 237 resp.
18
Snowshoe
5%/ 170 resp.
19
Kitesurf
2%/ 82 resp.
20
Windsurf
2%/ 81 resp.

How soon are you hoping to take an overseas adventure trip within Europe?

3K out of 3K answered

1
October 2020 - March 2021
40%/ 1K resp.
2
April 2021 onwards
30%/ 932 resp.
3
Before October 2020
23%/ 726 resp.
4
Not for the foreseeable future
5%/ 172 resp.

How soon are you hoping to take an adventure trip outside of Europe?

3K out of 3K answered

1
April 2021 onwards
47%/ 1K resp.
2
October 2020 - March 2021
28%/ 882 resp.
3
Not for the foreseeable future
18%/ 570 resp.
4
Before October 2020
5%/ 176 resp.

How many times do you hope to go on an adventure trip next year?

3K out of 3K answered

1
1-2
69%/ 2K resp.
2
3-6
26%/ 817 resp.
3
6-12
1%/ 53 resp.
4
0
1%/ 49 resp.
5
13+
0%/ 15 resp.

Which of these sounds like your approach to overseas adventure travel next year?

3K out of 3K answered

1
A mix of 1-2 week trips and weekends
52%/ 1K resp.
2
Mostly 1-2 week trips
17%/ 541 resp.
3
Mostly weekends/short breaks
16%/ 515 resp.
4
A single, epic 3+ week adventure
12%/ 372 resp.
5
I don’t intend to go overseas
1%/ 52 resp.

Which of these sounds like your approach to flying next year, in comparison to the last few years?

3K out of 3K answered

1
No change
51%/ 1K resp.
2
I intend to fly less
38%/ 1K resp.
3
I intend to fly more
8%/ 264 resp.
4
I intend to give up flying
1%/ 46 resp.

Why do you intend to change your approach to flying?

1K out of 3K answered

1
Environmental concerns
48%/ 600 resp.
2
COVID-19 health concerns
44%/ 555 resp.
3
Financial concerns
3%/ 46 resp.
4
Other
3%/ 42 resp.

In light of COVID-19, how likely are you to book on a guided small group adventure trip in the next 12 months?

3K out of 3K answered

1
Quite likely
53%/ 1K resp.
2
Very likely
27%/ 815 resp.
3
Not likely
18%/ 561 resp.
4
Definitely not likely
1%/ 31 resp.

In light of COVID-19, how likely are you to book on a private guided adventure trip in the next 12 months?

2K out of 3K answered

1
Quite likely
46%/ 1K resp.
2
Not likely
32%/ 849 resp.
3
Very likely
18%/ 476 resp.
4
Definitely not likely
2%/ 57 resp.

In light of COVID-19, how likely are you to book on a private self-guided adventure trip in the next 12 months?

2K out of 3K answered

1
Quite likely
51%/ 1K resp.
2
Not likely
28%/ 741 resp.
3
Very likely
18%/ 481 resp.
4
Definitely not likely
1%/ 47 resp.

In light of COVID-19, how likely are you to book on a guided small group adventure trip in your own country in the next 12 months?

2K out of 3K answered

1
Quite likely
54%/ 1K resp.
2
Very likely
23%/ 522 resp.
3
Not likely
21%/ 492 resp.
4
Definitely not likely
1%/ 28 resp.