The evolution of adventure travel | The Insight Files |

In this Skift interview with the CEO of active luxury tour operator, Butterfield and Robinson, Norman Howe discusses the evolution of luxury and experiential travel, the growth of multi-generational family travel, changes in travellers' booking behaviour, and branding as an asset. The baby boomer market remains Butterfield and Robinson's primary customer base, with about 70% coming from the U.S., 10% from Canada, 10% from Brazil and 10% from everywhere else. For Howe, the activity really forms the catalyst for the travel experience, rather than serving as the purpose of the experience itself: "Getting on a bike or going for a walk delivers people into that landscape and immerses them in that sense of place much more quickly than when they're insulated in the bubble of a bus." Click here to read the full interview.