Adventure Travel Is Increasingly Not Just for the Young
The average age of participants has risen over the past few years, outfitters say, thanks in part to better gear and more-accommodating trips
The average age of participants has risen over the past few years, outfitters say, thanks in part to better gear and more-accommodating trips
When Peter Cox wrapped up his career as a paediatric critical-care doctor at age 65, he celebrated by signing up for the Tour d’ Afrique, a transcontinental bike trip with TDA Global Cycling. The roughly 5,600-mile route from Cairo to Cape Town spans 10 countries over 74 days of riding with just 28 rest days. Riders average 74 miles a day and spend only 10 nights in hotels. They camp the rest of the journey.
Cox wasn’t the oldest participant. The group had five riders over 70.
Outfitters specialising in adventure travel say the average age of their customers has ticked upward since Covid, according to a survey by travel research company Skift. At TDA, for example, the average client age currently is 62, compared with 57 pre pandemic. And some 6% of its clients last year were over 75; before the pandemic, the percentage never exceeded 1%, the company says.
Adventure South NZ, a New Zealand-based outfitter, says the average age of its hiking and biking guests was 55 during the 10 years before the pandemic. It jumped to 65 directly after.
A U.S.-based operator focusing on trips for women, Adventures in Good Company, says its average guest age rose to 62 in 2023, compared with 58 pre pandemic, and on many of its most-challenging trips, ages skewed even higher. Last year a 73-year-old completed a nine-day slackpacking trip along the Appalachian Trail in Georgia that averaged 7 to 16 miles a day, and an 80-year-old woman completed a nine-day trekking tour of Mont Blanc in France.
About 4.1 million Americans will reach 65 years old this year . “Sixty is the new 40,” says Shannon Stowell , president of the Adventure Travel Trade Association. “My dad stopped being active at 50.… People are living longer, healthier lives and are more active than ever.”
Adventure travel doesn’t have to be as intense as it once was. Stowell says it has gained popularity with an older demographic in part because there are more comforts available, such as lodges with good food and guides who will transfer your gear. “Trekking to Machu Picchu or Everest Base Camp used to be so much more hard-core,” he says. “Better gear and more professionalism in guiding have made these adventures more accessible.”
Also, clients in the 55-plus crowd have traveled more than their parents and grandparents did, Stowell says. “They’ve done Rome and Paris. Now they want to go deeper to places like Mongolia,” he says.
Cox, who is now 70 and lives in Toronto, rode 2,547 miles from Bangkok to Ho Chi Minh City last year. This spring, his wife, 60, will join him on a 35-day, 1,637-mile bike expedition in Morocco. And in 2025, he plans to pedal 3,295 miles in the Himalayas from Srinagar, India, to Kathmandu, Nepal.
“I’ve never been on a cruise or to an all-inclusive resort,” he says. “The nice part of cycling is you’re moving at a speed that allows you to interact physically and emotionally with the environment.”
On long rides, Cox experiences discomfort in his shoulders and hips, but he says regular stretching has kept most aches at bay.
Rita Tellerman of New York City celebrated her 70th birthday in 2019 by cycling 1,885 miles through Madagascar with TDA Global Cycling. The trip featured 31 days of riding, nine rest days and a mix of hotel stays and camping.
“It ticked all of the areas that took me out of my comfort zone,” she says. “It was my first trip to a Third World country. I had no clue about camping equipment. And I’d never ridden a gravel bike.” The retired public-health nutritionist started cycling at age 50 and says her speed isn’t what it once was. “It pisses me off when I can’t keep up with the 50-and 60-year-olds,” she says.
Such trips require significant time and money, two assets that many older people tend to have at their disposal. Monika Sundem , chief executive of trip planner Adventure Life, says her company’s trips, which average eight to 10 days, cost $600 to $800 a day per person. Her customers in the post-65 range, meanwhile, have gone from 23.5% in 2019 to 35% last year, and they are booking such trips as treks in Patagonia, mountain biking in Ecuador and climbing in the Alaskan backcountry.
Todd Rutledge , owner of expedition specialist Mountain Trip, says 60-plus customers make up 19% of clients on his Alaska Range itineraries. “A lot of people tell us they didn’t want to go away when their kids were at home,” he says.
“Our trips are a hefty investment,” says Rutledge, whose multi-week to two-months-long expeditions typically cost $10,000 to $60,000. Most require a high level of fitness, too. “People age 65 and older statistically are more likely to experience some form of altitude sickness,” he says. “We’re not physiologists or trainers so in 2018 we partnered with a company to design personalised training programs for guests—and most, particularly our older guests, take advantage.”
Deb Shucka, 72, of Battle Ground, Wash., walks and hikes regularly to maintain her fitness for hiking vacations. She celebrated her 70th birthday trekking el Camino de Costa Rica, a roughly 175-mile cross-country trail with a peak elevation of more than 7,600 feet.
“At one point our guide told us, ‘Every morning starts with breakfast and a hill,’ and he wasn’t joking,” she says. “I had to stop a bunch on the hills but I never felt impaired,” she says. Guides transferred bags, which she says made the 16-day trip more appealing. Along the way she slept in tents, cabins and on the floor of a village community centre.
Last year, Shucka completed the Cape Camino, a roughly 400-mile route in South Africa, and she is hoping to trek in Ireland this fall. “When I retired at 63 it dawned on me I have to do these things now even if my husband doesn’t love to travel,” she says. “I’ve fallen in love with travelling by myself .”
Betsy Cuthberton, 65, an accountant in Vail, Colo., and her retired husband, Mike Cuthberton, 66, recently took a vacation in Costa Rica so they could learn to surf. “We aren’t sit-on-the-beach people,” the wife says. “We do TRX classes and yoga a few times a week so we’re still physically capable of trying anything.” The couple, who are devoted skiers, booked a weeklong stay with Surf Synergy, a surf camp in Jaco that incorporates training, yoga and massages into the programming.
Surf Synergy co-founder Marcel Oliveira says he has seen an uptick in 65-plus guests wanting to surf for the first time. He assigns each guest two coaches so they always have someone with them in the water, whether taking off on a wave or getting out of the water. Betsy Cuthberton stood up on her first wave, and her husband was up and riding by the end of the first day.
“Not once did anyone say, ‘You’re too old,’ ” she says. “I believe staying young is embracing a mindset where you’re always learning.”
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Artificial intelligence is making it easier than ever to build a business without building a team. As AI takes over coding, customer support, marketing, administration, and other day-to-day tasks, a growing number of solo founders are scaling startups to millions in revenue with few—or even no—employees. While the trend is lowering barriers to entrepreneurship, it is also reshaping hiring, raising questions about the future of work and how businesses will grow in the AI era.
Ben Broca launched a company last December that offers AI tools to entrepreneurs. He’s already added 10,000 paying customers and is on track to bring in $10 million in revenue this year.
One thing he hasn’t added: any other employees.
The 40-year-old is part of a class of entrepreneurs who are launching, and then often running, new companies on their own. Artificial intelligence tools answer Broca’s emails, help write and debug code, field requests from customers, sign up new subscribers and grant refunds when issues arise.
Broca relishes his ability to make whatever decisions he wants on his own, often from his sun-drenched Sausalito, Calif., living room. “I think compromises make lukewarm results,” he said.
Once upon a time, running a business of a certain size required a team. AI is turning that assumption upside down, and more aspiring entrepreneurs are going it alone.
An analysis by the payments company Stripe shows there are thousands of solo operators on the company’s platform that are generating over $1 million in revenue, with their ranks doubling between 2023 and 2025. The number of solo operators crossing the $10 million threshold nearly tripled in that same span.
In the past, people without business contacts or particular savvy might not have known how to get their ideas off the ground, said Ernie Tedeschi, Stripe’s chief economist. “Now, AI can be a built-in business partner,” he said.
AI’s ability to handle various administrative tasks makes it potentially useful for launching solo businesses in many fields. But the technology’s ability to also handle key tasks in tech, like coding, make that field a particular hot spot.
Analyzing Census Bureau data, Bank of America Institute economist Taylor Bowley found that among all industries, new business applications in the information sector have seen the biggest percentage increase—nearly 45%—over the past year. At the same time, the rate of information-sector applicants saying they plan to hire workers has experienced the sharpest decline of any measured industry.
This Census dataset doesn’t track solo-operated businesses. But the numbers broadly show—in tech and beyond—that applications are flat among businesses likely to hire workers, but generally rising elsewhere. Economists say that’s a strong sign that solo operators are on the upswing.
“The bar for getting started has never been lower,” said Julian Weisser, who runs a San Francisco-based accelerator for solo founders working in tech. The accelerator—which offers founders seed money and mentorship in exchange for an equity stake—attracted 4,500 applicants for 10 slots made available in its most recent cycle, nearly five times the number it drew when it launched last May.
Going it alone with AI can still be surprisingly expensive. Broca said he was losing money on many customers’ accounts while paying to access Anthropic’s Claude to run his clients’ requests—that AI company, as well as others, charges based on usage. He has since switched to free open-source AI models from China.
Broca said he has raised $30 million from investors and, at the same time, has saved millions in salary since he hasn’t needed a team of software engineers.
Another risk: If it’s easy for one entrepreneur to launch an AI-assisted business, copying them can be easy, too. This creates anxiety for founders like Troy Johnston, who runs an AI-assisted business alone in Orlando, Fla.
“Everybody has the sword and we all have the ability to unsheathe Excalibur now,” said Johnston, 40, who used AI to code an app that helps people get the most out of credit card benefits. The company makes around $3,000 a month in profit, with no employees, and is continuing to grow.
What one-person businesses will mean for the labor market remains to be seen. Polling has shown Americans are worried that AI will replace jobs, and top economists are wrestling with that possibility, too. But AI is also creating lots of new jobs, and the go-it-alone entrepreneurs show how the technology can both open doors and limit employment opportunities.
“If everyone’s hiring less, but you get four times more firms, what does that do to head count?” said Rembrand Koning, an associate professor at Harvard Business School who studies entrepreneurship. He co-authored a recent study that found that among 50,000 startups the researchers examined, those focused on AI tended to operate with 25% fewer employees.
Koning also believes a soft hiring environment that’s left some people mired in long job searches has encouraged more to try their hand at launching businesses.
Some founders cite different motives. “It’s a perfect storm of post-pandemic burnout and a re-evaluation of one’s priorities, and also booming AI and a sense of what’s possible,” said Samir Ahmad, 39, who lives in Breinigsville, Pa.
Two years ago, Ahmad decided to leave the corporate job he had worked at Verizon for almost two decades to start a solo coaching and consulting business. He had been seeing social-media posts touting the ease and virtues of AI, which he used to chart a business plan and help with marketing. “It was like my chief of staff, a second in command,” he said.
The business ultimately petered out within months, though, and Ahmad is now back to a full-time corporate role with a utility company.
For Claire Vo, 41, AI helped her turn a passing impulse into a business. She was working full-time as a tech executive when she tapped AI in late 2023 to help code an app that would help her manage documentation and design for new products, with customers ranging from financial services to healthcare firms.
“I was copying and pasting from ChatGPT,” said Vo, who lives in San Francisco.
She put the app online for $1 a month, and within weeks people downloaded it thousands of times. Nearly three years later, Vo’s company—which she ran solo for nine months before hiring an engineer—now has 100,000 users and is on track to make seven figures in profit this year. AI handles the company’s marketing, sales and customer support.
While AI is a shortcut, Vo said her network and credibility in the industry were key. “I think people over-index on how easy AI is and under-index on how much I did to get to this point,” she said.
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