www.business-review.eu Business Review | March 2022
26 TRAVEL
Microadventures: the greatest travel trend of 2022 Travellers are finding unique ways to engage with nature locally for smaller, shorter excursions, and some studies indicate that these microadventures are as impactful on mental and emotional health as traditional getaways. By Romanita Oprea COO Nick Madrick wants the destination’s branded escapades to “get people outside in the natural environment to reconnect with nature and experience the local community,” as he told Travel and Leisure. Therefore, according to the Wunderman Thompsons study, when extreme adventure and traditional travel aren’t possible, microadventures are proving to be popular, satisfying swaps for outdoor escapes. Brands are thus seeking ways to introduce this travel habit to consumers looking to satisfy their wanderlust.
A TREND THAT’S HERE TO STAY The microadventures trend doesn’t sound that new to some, as it was predicted as far back as 2017, in trend reports from the Association of British Travel Agents (ABTA) and travel industry website Skift, both listAnca Muraru, DigitalNomadsRomania.com and OnToRemote.com
A
study by the Greater Good Science Centre at the University of California,
ing microadventures as trends to watch, as tours and activities become the mainstay of many travellers’ holidays. The term “mi-
and affordable travel options. In the United Kingdom, a one-night ad-
croadventures” was introduced by British adventurer and author Alastair Humphreys,
venture company offers mini-stays in remote
who described them as “small and achiev-
fornia, San Francisco found that participants
locations. The short trips designed by Much
able, for normal people with real lives.” The
who embarked on 15-minute walks each week
Better Adventures are for people with busy
main point is that adventures don’t have to be
“reported greater joy” and even smiled more
lifestyles and a thirst for adventure. Hotel and
massive logistical and financial undertakings.
than those in the control group. The results,
resort chain Best Western is promoting micro-
Microadventures can happen on a weeknight
which are part of a larger study, indicate that
adventures in the United Kingdom, advertis-
and still give you all the benefits of shaking
taking a long trip isn’t necessary to inspire
ing unique getaways that last a maximum of
up your routine, getting fresh air, and moving
awe: short, simple excursions still have a
48 hours.
your body. “I didn’t want microadventures to
Berkeley, and the University of Cali-
positive effect on our mental health.
Where there is adventure, there is gear
be a diluted form of adventure. I wanted them
for explorers. US clothing brand M22 has
to be concentrated, distilled, like a shot of
100 Trends for 2022, French travel brand
expanded its lifestyle range to develop
espresso,” Humphreys said.
Chilowé offers microadventures exclusively,
experiences for adventurous locals near Lake
encouraging travellers to travel locally and in
Michigan. The brand’s microadventures are
that as hectic lives take hold, busy holiday-
small groups. The company’s concept empha-
curated to help travellers escape everyday life
makers are choosing to factor in shorter but
sises the travel possibilities that are close to
and personalised to fit any mood. From surf-
still-exciting experiences into their holidays
home for French natives, offering sustainable
ing and kayaking to hiking and nature walks,
or take short breaks when a longer trip eludes
Listed among Wunderman Thompsons’
According to adventure.com, it appears
