New research conducted by the Adventure Travel Trade Association (ATTA) in conjunction with researchers from East Carolina University reveals that, more than any other motivating factor, adventure travelers are seeking transformative experiences.
In the past couple years, the term “transformation” has been used to describe what consumers seek from the goods and services they purchase. To delight today’s consumer, nothing short of a transformative experience – one that leaves a lasting change or impression – is required. The push for transformation is expressing itself across industries from health and wellness to fashion, and, yes, even travel. By