U.S. Travel Trends Q3 2024: Insights into Adventure Travel 

The U.S. Travel Trends series offers recurring insights into key trends in the American travel industry, with each quarter spotlighting a specific topic. The Q3 2024 report focuses on adventure travel, examining the motivations, preferences, and behaviors of U.S. travelers engaging in outdoor, thrill-seeking activities like hiking, scuba diving, and rock climbing.

Adventure travel is dominated by young adults aged 25–44, predominantly male, and from middle-income households. These travelers typically take multiple trips annually, favoring mid-budget options and guided tours for convenience and safety. Motivations include exploring remote destinations, connecting with nature, and seeking thrilling experiences. Social media plays a critical role in their planning process, with blogs and influencer content driving destination choices.

In parallel, broader U.S. travel trends in Q3 2024 reflect cautious optimism amid rising costs. Only 45% of respondents reported overnight trips in September 2024, a sharp decline from 65% in September 2023. Despite this, leisure and business travel grew year-over-year, reflecting a shift toward longer vacations and professional development trips. Domestic destinations remained the most popular, though international travel saw slight growth.

Rising travel costs have influenced spending behavior, with 71% of travelers reporting higher prices. Many are opting for more affordable destinations and transport options, while accommodations continue to shift toward vacation rentals for greater flexibility and comfort. Financial optimism is gradually improving, but spending growth has slowed.