Outdoor Travel Enthusiasts:
Where Adventure Meets Comfort
2025 CONSUMER INSIGHTS & OPPORTUNITIES
This report provides the latest insights into the Outdoor Travel Enthusiast (OTE) audience, highlighting their behaviors, preferences, and decision-making processes when booking their next adventure. It examines how these factors influence travel planning and media consumption, offering strategic recommendations for outdoor hospitality brands to optimize messaging and visitor engagement. As we look at 2025 and beyond, the following key insights reveal opportunities for hospitality leaders to better connect with Outdoor Travel Enthusiasts. These are experience-driven consumers who prioritize immersive, one-of-a-kind stays that create lasting memories.
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OTE travelers seek authentic, less-traveled destinations, balancing detailed planning with spontaneous exploration.
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OTEs engage with media purposefully, prioritizing research and utility over passive entertainment.
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OTEs have diverse life stages, from independent adventurers to family-oriented individuals, each with different priorities.
For resorts, boutique hotels, and glamping brands, understanding what inspires experience-driven travelers can unlock powerful opportunities. By crafting messaging that speaks to their desire for adventure, discovery, and emotional connection, brands can build stronger engagement and drive increased bookings. Watauga’s insights and strategic recommendations outlined here are designed to empower hospitality brands to deepen connections with this valuable audience, unlocking new opportunities to grow reservations and occupancy for your properties.
OUTDOOR TRAVEL ENTHUSIAST
The Outdoor Travel Enthusiast (OTE) is a segment of vacation travelers that prioritize journeys offering discovery, personal connection, and authenticity—seeking transformative destinations over transactional ones. These experience-driven consumers value experiences that immerse them in nature, culture, and adventure, aligning with brands that provide distinctive outdoor hospitality, such as Trailborn, Postcard Cabins, AutoCamp, LOGE Camps, and Collective Retreats.
VALUE-DRIVEN TRAVELERS
TAKEAWAY
INSIGHTS
EXPLORERS AT HEART
TAKEAWAY
INSIGHTS
PRACTICAL MEDIA CONSUMERS
TAKEAWAY
Their media habits highlight the need for marketing that feels informative, not intrusive. For experience-driven travelers, media should help them envision and plan their trip. Messaging that provides value—such as hospitality offerings, guest experiences, and destination insights—can build trust and encourages engagement, positioning your brand as a valuable travel resource rather than a hard sell.
INSIGHTS
Outdoor Travel Enthusiasts approach media with purpose and skepticism.
VARIED LIFESTYLES
TAKEAWAY
The demographic versatility of Outdoor Travel Enthusiasts presents an opportunity for hospitality brands to emphasize experiences that appeal to both independent adventurers and family oriented travelers. From solo friendly boutique stays to family-focused glamping sites, offering tailored options that fit their lifestyle preferences can help.
INSIGHTS
Outdoor Travel Enthusiasts skew younger, often prioritizing personal growth, cultural immersion, and creating meaningful memories.
This group spans diverse life stages—from individuals embracing flexibility and spontaneity to those tied to more traditional family structures.
Watauga Group's
Outdoor Customer Growth Report
Get your complimentary copy of Surveying the Outdoors: The 2024 Customer Growth Report and discover valuable outdoor participant insights and marketing strategies to maximize new and repeat customers.
