Adventure travelers love to eat and they really love to eat well.
This is something we all have known from gut experience, but now in a recent report from the Adventure Travel Trade Association, it is supported by evidence. But like most things, when you dig past the surface, “simple” is a found to be laden with complexities. Here are some key points from the 45 page report.
Does food sell? It seems about split between yes and no.
Of the most important words to use in marketing, what are the words that resonate the most?
Which words resonate best with different age groupings?
Challenges and Issues
There are many things to consider when wanting to differentiate your programs by using food as a draw or hook.
- Dietary preferences
- Allergies
- Religious or cultural requirements
- Finding and scheduling local providers
- Culture shock
- Time constraints
- Sustainability
An example I was on a great kayaking trip once that we packed in food. One of the planned meals was a fresh oysters that we could pick right off the rocks near our camp spot. I am not a big oyster fan, but went along with the plan. We picked the oysters and set them to roast on a grill placed over an open fire. Within a few minutes of cooking this way we were eating these really fantastic fresh foods and about as local as you can get. The outfitter got us to toss the oyster shells back in the small cove that we found them in order to provide substrates for additional oysters, making the process sustainable.
It all went well, but it could have gone wrong almost as easily.
Operators need to be clear about what customers expect and what can be delivered. The report is called ‘Taste the Adventure – Exploring The Intersection Between Food Experiences and Adventure Travel” It is a detailed account of all the factors and knowledge to date and is available from the Adventure Travel Trade Association.