With consumer preferences shifting toward wellness and purpose-driven experiences, Backroads is expanding into the 30s and 40s market with a new line of adventure travel offerings
Backroads, a longtime player in the active travel space, is expanding its offerings with a new slate of itineraries designed for travelers in their 30s and 40s, an age group increasingly prioritizing well-being, cultural connection and outdoor experiences.
The company also sees a long-term opportunity, given projections that millennials will benefit from a $27 trillion generational wealth transfer by 2045, according to Merrill Lynch, which may help set the stage for increased spending on experience-driven travel.
The California-based company has unveiled 34 trips under its branded 30s & 40s collection, including hut-to-hut hiking in the Dolomites, lodge-to-lodge trekking to Machu Picchu and island-hopping through Greece by foot and bike. In Switzerland, travelers can roam Alpine meadows and postcard-worthy villages with views of the Matterhorn or explore Sardinia and Corsica’s remote beaches and vibrant island culture.
“These itineraries have long been guest favorites, and for good reason — they’re immersive, dynamic and full of discovery,” Backroads Chief Experience Officer Avery Hale Smith said. “We designed this collection with a deep understanding of where 30- and 40-something travelers are in life — balancing ambition and adventure, career and curiosity. It’s about offering incredible experiences that feel both energizing and effortless.”
Backroads is currently taking bookings, with departures beginning in spring 2026.
