Social Media Keys to the Adventure Market

By Lorraine Abelow Founder & President, Abelow PR | September 04, 2016

Capturing the adventure travel market, which encompasses a wide span, is a challenge for resorts in today’s competitive media environment. Adventure travel is undeniably one of the most popular trends all over the world and growing by leaps and bounds. Social media PR is a vital way to highlight your property’s involvement to reap more reservations from this category. While there are many travelers that enjoy a tranquil, white beach with turquoise waters for a calming vacation, the thirst for adrenaline filled and thrilling activities you offer has tremendous promotional opportunities. Finding those influencers who have huge followings on Instagram, in particular, will attract guests to your property.

Quick Facts

  • The global adventure market has a total value of $89 billion.
  • Adventurers have higher levels of household income and therefore feel more
    comfortable spending more money on a trip.
  • 70% of hard adventurers and 63% of soft adventurers have post-secondary
    education, compared to 47% of other travelers who have a two year degree or
    higher.

Social media PR is a vital way to highlight your property’s involvement to reap more reservations from this category. While there are many travelers that enjoy a tranquil, white beach with turquoise waters for a calming vacation, the thirst for adrenaline filled and thrilling activities you offer has tremendous promotional opportunities. Finding those influencers who have huge followings on Instagram, in particular, will attract guests to your property.

Social media should be one of your key tools to attract this market, as it reaches all the target generations from Baby Boomers to Millennials to Gen-Xers and Gen-Yers. A social media PR agency savvy in this arena recommends that you post strong images regularly on Instagram, Facebook, Twitter, and if possible, Pinterest. Building an image library for this campaign is vital. Using popular hashtags is a key tactic to get noticed on these platforms. In addition, it is crucial to respond to comments on your posts and engender lively and positive interaction.

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