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Q & A interview with National Geographic Adventure publisher Francis X. Farrell
By Chris Doyle
ATN™: What are adventure travelers pining for?
Farrell:
It’s
all over the place! That’s what makes this world so interesting. There’s
not going to be a next big thing. Adventurous individuals are looking to
experience activities and places that are singular. They’re seeking
authentic experiences, opportunities to interact with local people on a
very personal level, and to see things, people and places where no or
few travelers are around.
They’re after a variety of experiences after “multi-sport” kinds of adventure. Instead of a trip that allows them a great place to go diving, they’re interesting in places that offer diving AND other activities whether it’s hiking, kite-boarding or mountain biking.
ATN™: What are the demographics of today’s adventure travelers?
Farrell:
It’s not useful to try to identify the adventure traveler solely
based on demographics. The things we consider are more and spiritually
oriented these days. I look for people, who want adventurous
experiences, visit wild places and immerse themselves in different
cultures. These things you can’t really measure with traditional
advertiser indexes. I believe it’s more appropriate to think about
people’s interests rather than their demographic profiles. One time
somebody asked me if I thought George Will and Mick Jagger, who share
similar demographic profiles, read the same magazines! Of course not!
Marketers have been slow to recognize this. Many of our long held
demographic stereotypes are misleading now.
For example, 15 years ago people expected all affluent American doctors to play golf every weekend. But talk to a few outfitters and you will find that huge numbers of docs, of all ages, are participating in sports that are widely thought to be for Gen – X’ers. Similarly, I’m seeing people of all different demographic groups in the mountains when I go hiking or skiing. Yet, many outdoor magazines would make you believe that adventurous people are all 18 to 24 year-old men. That is why many outdoor magazines describe themselves as “men’s lifestyle” magazines. That doesn’t justify with what I’m seeing on the trails.
ATN™: What is your take on the adventure travel industry as a whole?
Farrell:
I see trouble in viewing adventure travel as an “industry.” To me, it
conjures up mass production, machines, revenue at all costs, and the
like. Maybe there is a “travel industry” that includes large cruise
lines, industry organizations and large resort operators. In my view, if
travel has an “industry,” then adventure travel has a “community.”
In adventure travel, we often have guides who serve guests rather than employees who wait on customers. And adventure travelers leave a different kind of a footprint. Adventurous people are interested in immersing themselves in the natural and cultural resources of new and unique places. It’s remarkable how interacting with local people changes the way we see our own worlds. Adventure helps us to look at things in a fresher way. In turn, adventure travelers often inspire their hosts to come to a fuller appreciation of their own cultural and natural surroundings, which instills a sense of pride. That’s the difference between our community and the broader travel “industry.”
The adventure travel industry doesn’t have the same political and financial resources many other industries have. We haven’t yet mobilized, but it’s surely an opportunity for our future that requires us all to play a role. Perhaps the ATTA will serve as that catalyst?!
ATN™: Do you see any major favorable or unfavorable shifts that will shape adventure travel in the coming years?
Farrell:
From our perspective, the adventure travel community cannot exist
without small operators, and they need assistance. If we want our
children to have a chance to visit the unique people, places and
cultures that still exist in the world, then we’re going to need to
protect those things. We need to recruit people who appreciate the world
“out there,” and connect them with the outfitters whose livelihoods
depend on authentic adventure experiences.
To this end, we’re working on solutions to address both points. First, we want to provide indispensable value to our readers and we’re achieving that with award-winning content. We also want our monthly travel directory to help smaller operators. In many cases, it’s these companies that are able to meet the needs of the ever-evolving traveler better than anyone else. Eventually people will come to shop us if they’re searching for adventure ideas. Our magazine serves up the ads that can offer unique experiences. Developing this segment is very important. We recognize some of the big guys aren’t going to like it, but it’s important to give the smaller operators venues to reach our readership.
ATN™: From your perspective, what is one essential challenge for our industry?
Farrell:
Understanding how we will serve consumers. They want something
unique. There are more than 21 million hits monthly on adventure travel
sources on the Internet. How does an individual operator compete in a
world where there’s so much? How do you differentiate and figure out how
to promote the services of individual outfitters and guides?
Another challenge is that we have to invite everyone to participate. We need to get all types of people from all walks of life to participate in adventures. If we’re going to protect and grow our community, we need to get as many people involved as possible and we shouldn’t simply start with the traditional demographic profile of the adventure traveler.
ATN™: Where does NGA get the most response from its readership?
Farrell:
Now, that’s an interesting one. It varies. We received a huge response
to a story we recently did on the choices of malaria medicines. It’s a
relatively obscure topic, yet people got really passionate about it.
Each month there’s something that sparks reader dialogue. Sometimes it’s
a destination, an activity, a person. We’re fortunate that we’re on the
leading edge, so there’s no scarcity of responses. Ask me again next
month.
ATN™: Why adventure travel, and why now?
Farrell:
People are time constrained and seek new experiences. Whereas Americans
might be further ahead of the curve in the multi-sport dimension,
they’re behind the curve in international travel. Just now Americans are
becoming more adventurous and sophisticated. In a way, it’s a new travel
“enlightenment,” prompted by societal changes, major incidents
worldwide, and a host of other factors.
Historically, travel was centered on getting to where other people had visited, etc. People wanted to see the same things. They wanted to be perceived as being cultured, and that meant going to traditional destinations where others had been, which were usually well-traveled places.
Today, going places where almost no one else has gone is what is in the greatest demand. And, it’s more of an internal journey thing. We’re beginning to make progress. Adventure travelers, in particular, are viewing locals as their hosts rather than as their servants. Traditional travel can often make people spiritually fat, instead of spiritually fit. Vigorous exercise and challenging experiences change all of us for the better. That is an idea I believe to my core.
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