It’s no secret that tour operators have been struggling to maintain a foothold in today’s travel industry with the rise and proliferation of travel review websites, social media, and the wealth of general travel information available to customers at the snap of their fingers. Today’s biggest travel consumer market, millennials - though baby boomers to some degree as well - are more savvy and well-informed than consumers in years past. Yet, there’s one consumer base that still remains fertile ground for tour operators: Adventure travelers.
