“There is lots of marketing out there saying companies are sustainable; millennial and Generation Z travellers will want to see the proof,” chief executive James Thornton told TTG.
His warning comes alongside the launch of the adventure touring specialist’s first UK Adventure Travel Index on Monday (14 October), which follows similar studies in Australia and in New Zealand.
Intrepid polled more than 2,000 UK adults on their travel preferences, behaviours and motivations, and found the single-most popular reason to pursue adventure travel was to satisfy their curiosity about new places.
