1. Vital Wave Consulting
Field Teams
Latin America
Argentina
Brazil
Chile
Costa Rica
Dominican Republic
Mexico
North American Adventure Travelers:
Peru
Asia
Trends and Attitudes About
India
China
Cambodia
Uzbekistan
Adventure and Ecotourism in Brazil
Eastern Europe
Estonia September 20, 2011
Ukraine
ABETA Adventure Travel Summit
Africa
Egypt
South Africa Sao Paulo, Brazil
Nigeria
Kenya
Middle East
United Arab Emirates
Christina Heyniger
Tourism Practice
United States
California (Headquarters)

2. Background
This presentation provides a very brief excerpt of the results of a study of
U.S. adventure travelers conducted on behalf of Embratur from May –
August, 2010.
The presentation also contains analysis based the results of a study
conducted in partnership with The George Washington University and the
Adventure Travel Trade Association in 2009 which had the goal of sizing the
global adventure travel market ( surveyed consumers from 6 countries, 855
respondents).
If you would like to ask questions or discuss any of the materials in this
presentation further, please contact Christina Heyniger:
christina.heyniger@vitalwaveconsulting.com.
Additional research about the adventure industry is available
www.xolaconsulting.com/research.
© 2011 Vital Wave ConsultingTM
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3. Goals of This Presentation
1
Discuss Current Trends in Tourism and Adventure’s
Expanding Role
2
Share Key Findings from North American Adventure
Traveler Consumer Study Conducted for Brazil
3
Suggest Ways Brazilian Companies Can Apply This
Information
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4. Defining Adventure Travel
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5. Trends in International Tourism
Mass Tourism and Adventure
?
ea r
pe r y
Growth
th
ge grow
a
4% aver
; 50% penetration
urism
Ma ss To
Adventure Tourism; 17% growth in 2009 and 2010
26% penetration
Time
1950s 2000s 2010 2050
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6. Adventure Travel Global Statistics, 2010
• $89 Billion in global
spending
• 16% of all departures from
Latin America, North America
and Europe are for
“Adventure Travel”
SOURCE: Adventure Tourism Market Report, Study by George Washington
University, Adventure Travel Trade Association, Xola Consulting; 2010
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7. Brazil wants to capitalize on the growing
interest in adventure tourism
Embratur requested marketing • Profile U.S.-based
support,with market research international adventure
which would:
travelers
• Gauge traveler market
size for adventure travel
to Brazil
• Gauge tour operator
market size for
adventure travel to
Brazil
• Provide competitive
analysis
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8. Study Method and Bias
• 825 complete and valid surveys of U.S. citizens were
obtained from a US National behavioral panel. Sampling
error = +/- 3.14%
• Focus groups with adventure travel tour operators:
Geographic Expeditions, Cox&Kings, Natural Habitat,
Travcoa, Austin-Lehman, Lost World Adventures, Zegrahm
• Surveys were distributed online
• Respondents were clustered according to lifestyle
values, for example: family security, a comfortable life, a
world at peace
• Differentiated “adventure” travelers by activities they
engage in and classified into four groups:
Hard/ Soft/ Eco/Other
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9. Motivations of Adventure Travelers
Understanding the emotional drivers: activities are really a way into
the desired emotional experience.
“Eco-Traveler” “Adventure “Eco-Adventurer”
Traveler”
Seeks connection with Seeks authentic,
authenticity of people Seeks connection with thrilling and/or
and nature nature via thrilling awakening activities
activities
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10. Personality Profile of the current US consumer
for ecotourism and adventure travel
“ECO – ADVENTURER” profile is 15% of the
the largest segment: U.S.
population
• Authentic fits this
profile
• Thrilling
• Awakening Experiences
Values:
Photo by Ion David, Travessia
http://www.travessia.tur.br/pt-
• A comfortable life br/
• An exciting life
• “Wisdom” is low on the list
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11. Eco-Adventurer Personality Profiles
1. ClubMed-goer with Kids (2%): 2. Cultural Adventurer Family 3. Bohemian Bourgeois
(2%): Adventurer (6%)
• Family Fun and Exciting Authentic
Experiences • Comfort, Visiting Cultural Places • Organized, Comfortable, Exciting
Discoveries
• “I would like to have authentic • “I want to be able to see another
experiences with my son/daughter, culture with my family, and • “I am not waiting to complete my
but want exciting adventure for me understand it, yet we need comfort, bucket list. The time is now, and
and my spouse/partner as well. All in safety, and familiar surroundings.” on my terms. Green is important,
a safe environment.” but excitement says vacation
• Day trip to cultural sites, volunteer best.”
• Day trip with family to natural sites, tourism.
volunteer and educational tourism, • Safari and Amazon Survival
“Club Med”.
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12. Eco-Adventurer Personality Profile, continued
4. Museum and Cultural 5. Young, Eco-Lodge Traveler 6. Mature Eco-Traveler (1%)
Enthusiast (3%) (1%)
• -Understanding cross-cultural
• Relaxing, Discovery of Culture • Immersion in Natural differences in a relaxing way.
Environment
• “If its in the guide, I have to • “I find it fascinating to engage
do it, but I would love to also • “Finding the place to stay that locals in a conversation, and be
discover unique places with my captures the essence of the able to help them the best I
guide.” culture is and adventure in can.”
itself.”
• Visiting World Wonders • Volunteer Tourism, Kayaking and
• Trekking, Whitewater, Trekking with locals
mountaineering
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13. Demographic Profile of Respondents and Use of
Tour Operator Services
63% of this group
use tour operators
20%
Age 50-74
15% 25%
Age 42-49 Age 18-29
40%
Age 30-41 37% of this age
group use tour
operators
The largest demographic
50% Female 50% Male segment is not currently
using tour operator services
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14. Current U.S. Consumer Market to Brazil for
Adventure Travel
Value of U.S. eco- (Based on consumer surveys, 855
$18.8B adventure outbound to
worldwide destinations
respondents from 6 countries
representing 73% of global expenditures)
Value of current eco-
adventure to Brazil $108M
600,000 visitors (per Brazil Ministry of Tourism: 765,380
total travelers from Canada, US and Mexico; approx.
600,000 from USA) We used consumer surveys to find
out, how many are engaging in adventure activities?
15% or 90,000 are coming to Brazil and participate in
adventure activities (independent and through tour
operators). Average spend per trip = $1200
(Average trip = 5-7 days
Spend per day = approx. $171 per day)
Photo by Ion David, Travessia
http://www.travessia.tur.br/pt-br/
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15. Spending Detail: The spending per trip seems
low! What’s the story there?
The current per trip spending is $171 per trip; this indicates an
important opportunity. There is room for growth!
• This survey collected information from all clusters of travelers
without regard for whether they use tour operators; backpacker and
independent adventurers comprise some of this group
• Embratur data, which does not break out mass vs eco travelers
indicates that average spending is $81 per day for tourists in general
and $113 for business travelers, with an average of $1100 per trip
• Package analysis of adventure operator services shows that the
average price per day for Brazil is $258. However, we know these
businesses are aiming at the tip of pyramid, and are not capturing a
large proportion of travellers, so this number is on the high end
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16. Potential U.S. Consumer Market to Brazil for
Adventure Travel
Conservative projections for possible growth in 24
months…
$426Million
Increase Tour Increase Convert More
Operator Demand Independent Mass Tourists
Adventurers The final result is growth
Bring this up from 600,000 mass from 90,000 people to
1% to 3% = Double this from tourists – 90,000 241,000 people for
144,000 people 80,0000 to eco adventure = adventure travel to
160,000 people 510,000 mass. Brazil @$1200 per trip =
Tour operators taught us Convert 10% of $426 million per year
that they currently send
1% of guests to Brazil Consumer survey those = 51,000
responses indicate
(about 48,000 people).
few people use tour
Increase this to 3% of
operator services
guests, you have 3x the
volume of 144,000.
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17. Landscape of US Market of Eco-Adventure Tour
Operators
3%
over $10,000,000 in annual revenues
8% over $30,000,000 in annual revenues
8% $50,000 in annual revenues
16% $250,000 in annual revenues
Estimated Total number
of eco-adventure tour
operators = 3383
18% $500,000 in annual revenues
Total Annual Revenues =
$14, 839, 027, 500
20% estimated $1,000,000 in
annual revenues
25% small businesses $5,000,000 in
annual revenues
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18. Why is Brazil Under-Represented Among Tour
Operators
Tour operators don’t offer more
Brazil for the following reasons:
1) Low awareness
2) Fear of administrative hassles
(visas, for example)
3) Lack of understanding of
adventure opportunities,
dominating image of Brazil is
Carnival, for example
4) The competition does a
better job of raising
Brazil needs to select
awareness for eco- and promote adventure
adventure, especially around related icons
icons such as Macchu Pichu,
Galapagos, Patagonia
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19. Brazil’s Market Share in contrast to the
competition
• 3.3% of US eco adventurers have been
to Brazil in the past 3 years
• 5% have been to Australia
• 3% have been to New Zealand
• 25% have been to Mexico
• 31% to Canada
• 75% travel within the United States
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20. What makes eco-adventurers choose Brazil?
• Advice of Friends and Family, Internet Searching
• Attractive offers from Tour Operators
Travelers see Brazil as a part
of Latin America and choose it
as a destination from among
other Latin America
destinations, after they’ve
already decided to visit Latin
America
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21. Selling Eco-adventure to Brazil
Looking at Current Branding
Great for Consumer Recall
Does not convey Brazil’s
competitive differentiators
to eco-adventurers
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22. What about the language used to sell
“adventure” travel and “ecotourism”?
It doesn’t matter what
you call it; people choose
the trip based on how
well it is described to
them
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23. Next Steps
Web 2.0+
New tech is lowering
cost of entry for this
fragmented sector into
travel distribution
Social: Search
Tying social
connections into
Local Web search is
increasingly focused
online “local” Activities on local (e.g Yelp,
recommendations Google)
Mobile:
Using mobile devices to
deliver relevant local
content from GPS,
profile, social network
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24. Thank you!
For more information:
christina.heyniger@vitalwaveconsulting.com