Brits’ Ultimate Age of Adventure Revealed
New research has unveiled that Brits’ ultimate age of adventure is 34¾, indicating a shift towards prioritising adventure over marriage. With the average age of marriage increasing in England and Wales, with men marrying between 39.5 and 40.8 years old and women between 36.4 and 37.41, it is evident that people are more inclined to embrace adventure before tying the knot.
The study found that over half (52%) of Brits consider themselves to be adventurous, defining it as trying new experiences (77%), travelling the world (55%), and being daring (53%). Individuals over 60 see adventure as a means to conquer their fears (66%). Interestingly, the research from HX (Hurtigruten Expeditions) highlighted that Generation Z considers themselves the most adventurous (76%), although they believe their peak adventurous age is around 31.5 years old.
Despite their adventurous spirit, Gen Z faces barriers like lack of time (35%) and companions for adventures (22%). Friends play a significant role in encouraging adventurous behaviour (34%). Surprisingly, books have a greater influence on inspiring travel than social media (28% vs 27%).
Tudor Morgan from HX commented, “There’s a growing desire to lead more adventurous lifestyles, whether it’s choosing holiday destinations or trying new foods. Our research shows that nearly three-quarters (73%) of Brits believe being adventurous makes life more exciting.” The booking data from HX indicates a 50% increase in bookings for adventurous Northwest Passage sailings this year, reflecting a keen interest in exploring lesser-known destinations.
When it comes to inspiration, younger generations look up to modern explorers like Bear Grylls (24%), whereas older generations favour fictional adventurers like Indiana Jones (14%). Additionally, the desire for adventure is fuelled by friends (34%) and books (28%).
Interestingly, over a third of respondents (34%) expressed a keen interest in whale watching, while others are drawn to safaris (31%) and travelling to remote destinations (21%). HX’s expeditions focus on exploration, adventure, and responsible travel, with a particular emphasis on wildlife conservation and mindful exploration.
To discover more about HX’s global expedition travel offerings, which blend adventure, exploration, and science, visit travelHX.com.
This article was adapted based on information from Wales Online.