The travel world is changing under our feet, and the agents who notice these changes first are the ones booking the wins. Adventure isn’t just for gap-year students anymore. It’s becoming completely mainstream, and your regular clients are starting to take notice.
TL;DR: Agent Takeaways
- Adventure touring bookings have grown 110% from last year – worth positioning as “social travel” rather than extreme sports
- Jordan is having a moment with 84% growth – lovely conversation starter for clients wanting something different
- Small-group experiences are becoming more popular than solo beach trips – clients want stories, not just sun
- G Adventures had record July sales (up 40% globally) – supplier partnerships in this space could be worth exploring
- This trend seems to have staying power – might be worth getting familiar with while competitors focus on all-inclusive resorts
Adventure Goes Mainstream: The 110% Boom
What’s interesting is that adventure travel has grown 110% in bookings compared to 2023. Not 10%, not 20% – 110%.
These aren’t adrenaline junkies booking extreme mountaineering trips either. These are your regular clients who usually book Mallorca, now asking about small-group tours through Morocco or cultural experiences in Vietnam. The adventure category seems to have expanded to include anything that feels authentic, social, and story-worthy.
Why This Matters for Agents: Your clients seem to be craving experiences they can talk about. The Instagram effect is real – people want travel that creates conversations, not just tan lines. This change opens up some interesting new revenue streams for agents who fancy learning the adventure space.
Action Tip: Next time a client mentions feeling “bored” with their usual holiday pattern, you might try: “What if I showed you some small-group experiences that feel more like travelling with friends than being a tourist?” It’s about positioning adventure as a social connection, rather than a physical challenge.
Jordan: The Unexpected Star (84% Growth)
Jordan bookings are up 84% in just 12 months. Eighty-four per cent! This isn’t a small uptick – this is a destination having its moment, and smart agents are paying attention.
What’s driving this surge? Jordan offers that perfect sweet spot of adventure, culture, and safety that today’s travellers want. Petra delivers those Instagram moments, but the whole country feels accessible and welcoming. Plus, it’s close enough to Europe that it doesn’t feel like a massive commitment.
I love when our agents share their Jordan wins with me. Emma from Manchester told me last week: “My client said Jordan wasn’t even on her radar six months ago. Now she’s planning her third trip back and bringing friends.” That’s the power of a destination having its moment.
Why This Matters for Agents: Jordan represents the new adventure traveller beautifully. It’s exotic enough to feel special but developed enough to feel safe. Your clients who loved Greece might be ready for Jordan. Your clients who found Turkey too crowded might discover Jordan feels just right.
Action Tip: Jordan’s growth makes a lovely conversation starter: “Have you seen how many people are discovering Jordan right now? The photos coming back from Wadi Rum are incredible. Fancy seeing what the excitement is about?” Then show them some client photos if you have them.
G Adventures Breaks Records: What It Tells Us
Think about this for a moment. G Adventures just posted their best July ever – sales up 40% globally and 27% in the UK. That’s one of the biggest tour operators in the world, having record-breaking months. This isn’t a blip; this is a trend with serious momentum.
What I love about what G Adventures does is how they package adventure in a way that feels approachable. Small groups, local guides, authentic experiences, but with proper logistics and safety standards. They’ve cracked the code on making adventure feel accessible rather than intimidating.
Why This Matters for Agents: If G Adventures is having record months, there’s clearly huge demand in this space. But the opportunity is that they’re just one operator. Travellers want choice, and agents who can offer multiple adventure options might capture more of this growing market.
Action Tip: It’s worth reaching out to your adventure tour operator contacts this week. Ask about their July/August performance. If it mirrors G Adventures’ success, it might be good to start building those relationships now. The agents who have strong adventure supplier partnerships could really own this space as it continues growing.
The Social Travel Revolution
The bigger story here isn’t about any single destination or operator. It’s about what today’s travellers actually want. Adventure touring seems to satisfy the need for social connection that social media created but can’t quite fulfil.
Think about it. Your clients spend hours scrolling through other people’s travel experiences online. They want to create their own stories worth sharing, and they want to meet like-minded people while doing it. Small-group touring delivers both.
One of our First Class agents told me last month: “I stopped selling adventure as ‘challenging’ and started selling it as ‘social.’ My bookings doubled.” She’s onto something. Adventure isn’t about conquering mountains anymore. It’s about connecting with people and places in meaningful ways.
Why This Matters for Agents: This mindset change could transform how you present adventure travel. Instead of asking “Are you the adventurous type?” you might try “Do you prefer holidays where you meet interesting people and come back with great stories?” Same product, completely different feeling.
Action Tip: Worth having a look at your language this week. Try replacing “adventure,” “challenging,” or “active” with “social,” “authentic,” or “story-creating” when talking to clients. See how their responses change.
Will This Adventure Trend Last Into 2026?
You might also be wondering: will this adventure trend last into 2026? All signs suggest yes. The underlying drivers – social connection, authentic experiences, Instagram-worthy moments – don’t seem to be going anywhere. If anything, they’re getting stronger as travellers become more experience-focused and less stuff-focused.
And this is where JLT’s training and supplier relationships become your quiet advantage. We’re already building partnerships with some lovely adventure operators and creating the resources to help you make the most of this growth. Meet us halfway by exploring these trends now, and we’ll make sure you have everything you need to turn them into bookings.
The agents building adventure knowledge now will be the ones their clients turn to as this trend develops. We never stand still at JLT, and neither should you.
Keep building this week – tag us if you land your first Jordan booking or adventure sale. Your success is our success, and we’re cheering you on every step of the way.
