SITUATION
EMBRATUR, the national agency responsible for tourism promotion in Brazil, needed new strategies to market Brazilian nature and adventure destinations and services to North American travelers.

CHALLENGE
Brazil is a large country, with varied and diverse cultures and landscapes. Determining the best way to represent such a broad set of assets to North American adventure travelers posed a significant challenge.

SOLUTION
In the summer of 2010, EMBRATUR engaged Xola to conduct in-depth consumer research of U.S.-based travelers.

In order to answer the research questions, the team:

1. Conducted a random sample survey of American consumers to understand their values, lifestyles, attitudes, beliefs and choices. Probing further into these areas, the team also conducted a conjoint analysis to understand how consumers make the choices they do and why;
2. Gathered a Delphi panel of U.S. tour operators to understand their perceptions and image of Brazil as an eco-adventure destination; and
3. Conducted a competitive analysis using the information gathered in the first two steps to create a comprehensive SWOT analysis and provide recommendations for Brazil’s international adventure tourism marketing.

FINDINGS
The research uncovered many interesting and surprising insights about U.S. adventure travelers.

U.S. ECO-ADVENTURE TRAVELERS
The profile of the international US consumer for the ecotourism and adventure travel segment to Brazil is:

Likely a younger middle-aged (low 40s)
People who enjoy a somewhat sophisticated lifestyle: watch foreign films, buy premium wines, like designer jeans;
People who are emotionally sensitive and seek “authentic” experiences;
Enjoy camping and bowling;
Identify themselves as Democrats; and
Watch UFC (Ultimate Fighting Challenge) matches on television.

The study uncovered many psychological nuances between U.S. adventure travelers (those who are motivated by a desire for thrilling outdoor activities) and the U.S. eco-travelers (who are motivated by community and engagement with locals). Delving into these details of what motivates travelers revealed an additional type of traveler particularly relevant for Brazil and emerging destinations: the “eco-adventure traveler.”

In the U.S., the eco-adventure traveler is motivated by a desire for authentic experiences, but places a premium on excitement and safety. They seek out adventurous experiences in nature and engagement with local people not out of a sense of altruism (although they like to know that trip related expenses may benefit the community and the environment) but out of a desire for excitement.
Furthermore, the study found that since the 1980’s people’s values in the U.S. have shifted significantly— people in the U.S. now place higher value on “a comfortable life,” and a sense of accomplishment rather than higher spiritual values (i.e, salvation).

For the eco-adventure tourists in particular, “a comfortable life,” and “an exciting life” were cited as the most important values, whereas “wisdom” was among the least important. Eco-adventure tourists have a low interest in materialism and a high interest in leading a stimulating life. Today’s eco-adventurer might be more accurately labeled a hedonist rather than an adventurer. Risk is desired, but within bounds and always with controls.

U.S. TRAVELER DEMAND FOR ADVENTURE TRAVEL IN BRAZIL
The study found that a significant percentage of adventure travelers had visited Brazil in the past three years, but that there had been a downward trend in the last twelve months. The study’s findings with respect to U.S. travelers’ concern for safety was especially valuable given Brazil’s ongoing program to implement nationwide adventure safety standards through its Aventura Segura program.

PROFILE OF U.S. ADVENTURE TOUR OPERATORS OFFERING TRIPS TO BRAZIL
The findings indicate that tour operators are creating trips to serve their current clients who seek to cultivate the image of being an adventurer, yet expect high levels of comfort and cultural connections on their trips. A significant portion of people age 30 – 41, however, do not currently use tour operator services and seem to have slightly different requirements for comfort. These people participate in a range of adventure activities and represent an important opportunity for tour operators looking to expand their clientele.

OUTCOME
The results of the study are being used to guide Brazil’s international marketing and messaging to attract adventure travelers.

Karem Basulto, the Product Intelligence Manager at Embratur had this to say about the research:

"Xola’s research into U.S. based adventure travelers has been extremely useful for Brazil; we’re using the results of this research to frame our international marketing strategy, building awareness for Brazil as an adventure destination and driving more business to our local service providers.”

Gustavo Timo, General Manager for ABETA, Brazil’s Adventure Travel Association said, “The findings confirmed our belief that U.S. adventure travelers prioritize safety and gave us new ideas for products and services our tour operators can provide to a new segment of U.S. adventure travelers.”
To learn more about consumer research to support your destination, please contact us: info@xolaconsulting.com.