14 October 2021

    BRITS are craving more adventure in their lives but could be ruling themselves out of new experiences, new research has found. 

    The poll, by leading ski holiday company Crystal Ski Holidays, found that although half of Brits say they want to be more adventurous after two years at home, they don’t think they match the profile of an adventurous person.   

    But what does an adventurous person even look like anymore? The research suggests the shape of an adventurer has evolved, with those seeking a little excitement or looking to embrace new experiences no-longer fitting the stereotypical ‘adrenaline junkie’ mould. 

    In fact, the new data from Crystal found that the meaning of adventure can be as simple as stepping outside of your comfort zone (47%), saying ‘yes’ to new things (27%) or ticking items off your bucket list (10%) – suggesting the modern adventurer really can be anyone. 

    And although many of us say we lack the confidence to flex our adventure muscles (48%) or think they we are too old (42%) we are a nation of experience seekers wanting to try adventures that provide a sense of thrill (24%).  With other primary motivations wanting to challenge ourselves (32%), live in the moment (25%) and connect with nature (21%). Truly demonstrating the changing face of adventure. 

    As well as showing that adventure is high on the nation’s agenda the research also revealed Britain’s adventure bucket list, with hot air ballooning (21%), mountain walking (18%) and skiing (10%) coming out as popular things we’d like to try.  

    But the simple joy of trying new foods and going to evening classes are up there too, showing just how diverse and accessible adventure can be. 

    Brit’s Top 10 adventure bucket list activities: 

    1. Hot air ballooning  
    2. Trying new foods and recipes  
    3. Learning to fly  
    4. Hiking and mountain walking 
    5. Solo trips 
    6. Open water swimming 
    7. Surfing  
    8. Gliding  
    9. Evening classes  
    10. Skiing  


    Comedian, travel writer and avid adventurer Dom Joly, who has already ticked off 90% of the activities on the bucket list including hot air ballooning, skiing (and volcano skiing) as well as high-diving and bobsleigh says: “When you think of adventure, you might be tempted to associate it with young, super-fit people doing extreme sports, but that is simply not the case anymore. Adventure can be anything that pushes you outside of your own personal comfort zone, and that will be different for everyone. I’m 53 but my adventure days are far from over. I’m planning to fly around the world in a twin prop next year as well as taking a flat-earther to one of the supposed corners of the earth in Fogo.  

    Chris Logan, Managing Director of Crystal Ski Holidays says: “After so many months of restrictions people want to enjoy life, challenge themselves and embrace their adventurous sides. And whilst our research shows the way we choose to adventure is very personal, there are some common themes like living in the moment and connecting with nature, as well as getting a sense of thrill. It’s easy to understand why skiing and mountain walking make the nation’s adventure bucket list as they tick all these boxes. 

    “But it’s wonderful to see that taking an evening class or eating something different can be an adventure too. It goes to show there’s no such thing as a typical adventurer, and whether it’s taking to the mountains or cooking up a new menu, anyone can try something new and inject a little adventure into their lives”. 

    Despite a lack of confidence in some, over a quarter (27%) say they would be more inclined to try adventurous things if they could do it with friends or if they knew they would be good at it (21%). 

    Even simply seeing others being adventurous on social media is enough encouragement for around two fifths (38%) of people to try something new.  

    Brits are also tempted to challenge themselves after watching some of the nation’s favourite television programmes. I’m A Celebrity… Get Me Out of Here, SAS: Who Dares Wins and Top Gear are some of the top TV shows that make people feel more adventurous.  


    Research methodology: 

    An online survey was conducted by Atomik Research among 4000 adults in the UK, 1000 of whom have been on more than three ski trips. The research fieldwork took place from 20-27th September 2021. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.  

    About Crystal Ski Holidays 

    Part of the TUI Group, Crystal Ski Holidays is the UK’s leading ski package holiday provider taking customers to more than 100 resorts in ten destinations across Europe and North America flying from over 15 UK airports.  All packages include flights, transfers and accommodation, and are covered by ABTA and ATOL protection.