Highlighting Your “Plus” Factor to Attract Outdoors and Nature Travelers

by Chris Adams

Head of Research & Insights

September 18, 2024

During the height of the pandemic in 2021, we researched outdoor and nature travel and first identified the phenomenon of Outdoor+ travelers. In this article, we summarize our updated 2024 research, explore the importance of the Outdoor+ market and share how to attract this important segment of travelers. We also share some examples of effective Outdoor+ content and programs from our September 2024 webinar panelists, Kentucky Department of Tourism and the U.S. Virgin Islands Department of Tourism.

Research from Future Partners, first shared in our 2021 Traveler Segments webinar, confirmed the size of the boom in outdoor and nature travel during the pandemic. It showed that more than one in three U.S. travelers (35%) describe themselves as “Outdoor Enthusiasts,” who are “passionate” about traveling for a wide range of outdoor activities, from hiking to camping, fishing to cycling. The research also highlighted that most Outdoor Enthusiasts highly rate great local food, beer, wine, music and other attractions when selecting a destination for their next outdoors or nature-themed trip. We developed the term “Outdoor+” to describe travelers seeking this mix of experiences. Put simply, destinations with a “Plus” factor can engage and attract more outdoor and nature travelers.

Research conducted for our 2024 webinar, ”Traveler Segments powered by The State of the American Traveler,” confirmed this trend and offered updated insights on the size of the Outdoor Enthusiast market and the "Plus" activities most in demand. With the pandemic’s lockdown period behind us and travel options from major cities to international destinations now available as competitive destinations, our September 2024 research confirmed the "resetting" of the Outdoor Enthusiasts segment back down to around one-quarter (24%) of U.S. travelers. However, the “Plus” factor was an important driver for this market, just as it was during the height of the pandemic. Fifty-six percent of Outdoor Enthusiasts ranked their interest in at least one of these "Plus" experiences as “very important” or “passionate”.

The research also highlighted the top “Plus” activities that Outdoor Enthusiasts seek:

Food and Cuisine
Arts and Culture (Art, Plays, Theatre)
History and Heritage Experiences
Drinks (Craft Beer, Wine, Whiskey)
Festivals and Events

Screenshot of Kentucky Tourism's website

Kentucky has a long history of showcasing world class local food and iconic bourbon experiences as the “Plus” factor to outdoor and nature experiences, including rock climbing, caving, white water rafting and mountain biking.

The research confirmed that Outdoor Enthusiasts, and especially those seeking “Plus” experiences, are active, high value travelers. Here are a few key takeaways about this travel segment:

They travel on almost a third more leisure trips each year than all other U.S. travelers (4.4 vs. 3.4 trips) and visit far more destinations of all types.
As expected, they are far more likely to seek out outdoor and nature-oriented destinations but, surprisingly, are also more likely to have visited big cities in the last year vs other U.S. travelers (43% vs. 39%).
Finally, Outdoor Enthusiasts and Outdoor+ travelers are far more likely to travel internationally - over 4/10 (43%) have done so in the last year, almost 50% higher than all other U.S. travelers (29%).

The U.S. Virgin Islands lean heavily into local cuisine as well as a series of major festivals and events as their “Plus” factor. These add to their outdoor and nature attractions, which include world class beaches, sailing, diving and snorkeling and horseback riding.

A Digital-Savvy Travel Audience

Outdoor Enthusiasts—and especially Outdoor+ travelers—are more likely to use digital media during the trip-planning process than all other U.S. travelers. Some of their top channels include:

Social media (used by 70% of these travelers)
Online video (used by 57%)
Podcasts (50%)
Influencers and creators (37%)

Official destination websites are also more frequently used by Outdoor Enthusiasts and Outdoor+ travelers (34%) - almost double that of all other U.S. Travelers (18%).

Five Tips for Marketing to Outdoor+ travelers:

Here are five tips for reaching, engaging and attracting Outdoor+ travelers:

Pair your outdoor or nature activities with other great local experiences - your “Plus” factor. These experiences will vary by destination but might include regional food; craft beer, wine or spirits; local music; festivals and arts and culture.
When you tell your outdoor and nature stories, showcase and highlight the additional experiences so your visitors will plan to take part in some Plus-factor activities when they book their travel.
Develop multimedia stories and content—including online video, articles, listings and maps—across your website, social media, email and more. As these travelers are highly digital-savvy, immersive digital content will appeal to them.
Leverage your owned channels, but—most importantly—empower and support visitors and locals to share their special Outdoor+ stories. Authentic experiences are a draw to visitors of all types.
When working with influencers, consider a two-pronged approach:
- Pair with larger, more mainstream influencers who have the right tone and following for your destination.
- Nurture and support local influencers and creators—like residents or regular visitors to your destination—and help them build their following through strategic partnerships.

While the outdoor tourism boom of the pandemic may be over, Outdoor+ experiences and content still have an incredible appeal for a highly strategic, valuable visitor segment. By building and promoting these experiences, destinations can stay top-of-mind for both Outdoor Enthusiasts and Outdoor+ travelers into the future.