New data from travel platform 57hours suggests a demographic shift of older Americans seeking adventure. Outdoor pursuits including multiday hikes and e-bike cycling are trending with travellers age 55+.
The data challenges the assumption that younger travellers dominate in the adventure sector of the travel industry. Instead, demand for adventure itineraries is increasingly skewing toward older Americans who have both the time and resources to pursue them.
“There is a cliché of younger folks being ‘adrenaline junkies,’” said Viktor Marohnić, founder of 57hours.
“But our platform is proving almost the opposite.”
From its 2025 data, the company published numbers showing three-quarters of inquiries for hiking adventures now come from older Gen X and Baby Boomer generation.
The top destinations were in Europe, specifically focusing on hiking through Spain, France, and Iceland, and biking in Croatia.
57hours analysed more than 10,000 inquiries and trips booked. It looked at supporting data from the Adventure Travel Trade Association and other groups. The findings align with a 2025 Outdoor Participation Trends Report from the Outdoor Industry Association. It cites adults 65 and older as one of the fastest-growing segments in outdoor recreation, with participation rising 7.4% year over year.
Over the past decade, outdoor participation among Americans 65+ has more than doubled, the report states.
“What stands out is the intensity of the demand,” Marohnić said.
“These travellers are not booking passive sightseeing tours. They are committing to guided trips that require preparation, training, and endurance.”
With retirees and empty nesters increasingly among the adventure cohort, the financial impact is significant. For 57hours, the average order value (AOV) of a trip booked is $6,000. Some trips, like the platform’s exclusive sailing expeditions to Greenland, fetch $7,000-$10,000 per traveller.
The Adventure Travel Trade Association reports that “new experiences,” “going off the beaten path,” and “last-chance travel” are motivators. Its report also cites hiking and e-bike cycling as the top trending activities.
U.S. Census demographics reinforce the shift: Roughly 11,000 Americans turn 65 each day, a pace projected to continue through the end of the decade. Many in this group are entering retirement with financial resources, flexible schedules, a focus on health and longevity – and the desire to see the world.
For the travel industry, the implication is clear: the core customer driving premium guided adventure travel today is increasingly the well-resourced, highly motivated American over age 55, with influence on the space that is only going to grow in the years ahead.
