Brits’ ultimate age of adventure has been revealed as 34¾, according to new research. With the average age of marriage increasing in England and Wales, with men marrying between 39.5 and 40.8 and women between 36.4 and 37.41, Brits seem 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 view adventure as a way to conquer their fears (66%).
Research conducted by HX (Hurtigruten Expeditions) revealed that Generation Z claims to be the most adventurous (76%), believing they will peak in adventurousness at 31.5 years old. Despite their adventurous spirit, Gen Z faces barriers like lack of time (35%) and companions to share adventures with (22%). Friends play a significant role in encouraging adventure (34%), and books are more inspiring for travel than social media (28% vs 27%).
Tudor Morgan from HX stated, “There’s a growing desire for adventure in our lifestyle choices, whether it’s in our holiday destinations or culinary preferences.” The research reflects this trend, with 73% of Brits agreeing that being adventurous adds excitement to life. Bookings for adventurous Northwest Passage sailings have increased by 50% this year, indicating a rise in interest for lesser-explored destinations.
Regarding inspirations for adventure, newer generations favour explorer Bear Grylls (24%), while older generations look up to fictional explorer Indiana Jones (14%). Friends continue being pivotal in fostering adventure (34%), and books serve as stronger travel inspirations compared to social media (28% vs 27%). Whale watching emerges as the top desired adventure activity (34%), surpassing safari trips (31%) and visits to remote locations (21%).
Morgan highlighted HX’s focus on mindful exploration and adventure, particularly through their collaboration with Happywhale to promote responsible whale watching. To explore HX’s global expedition travel that combines adventure and science, visit travelHX.com for more information on their offerings.