New HX research reveals 'ultimate age of adventure' for Brits

With the average age of marriage steadily increasing in England and Wales, to between 36.4 and 40.8, Brits are more likely to say “I do” to adventure before marriage.  

The survey also found that Brits are experiencing European exhaustion. With over four-fifths having already travelled to Europe previously, British travellers want to explore further afield, including Australasia, Antarctica and South America. And when it comes to adventurous activities, over a third want nothing more than to go whale watching while 31% want to go on safari. 

Tudor Morgan, VP Sustainability, Guest Learning & Industry Relations said, “There’s a desire to be more adventurous with our lifestyle choices – whether that’s where we choose to go on holiday or what we choose to eat. So far this year, our booking data shows a 50% rise in bookings for our adventurous Northwest Passage sailings, and similar interest for some of our lesser explored destinations. We’re a nation with a thirst for adventure and no matter age, experience, travelling together or solo, at HX, we provide guests with opportunities to truly explore the world and indulge the spirit of adventure.” 

Overall, over half of Brits consider themselves to be adventurous, with people defining this as trying new experiences, travelling the world, and being daring. Those aged over 60s see adventure as means to get over their fears (66%). 

Morgan continued; “Our expeditions are centred around exploration and adventure, but we also ensure mindful travel remains at our core. With over a third of Brits naming whale watching as the adventure they most want to experience, our work with global organisation Happywhale, which aims to grow and develop our understanding of whales and dolphins, whilst working to protect global populations, provides guests with an opportunity to fulfil this bucket list activity in a mindful and responsible way.”