WHY?

The findings from my long-distance hiker survey indicate:

​

• Engagement strategies can be based on what hikers look for in a trail/backpacking experience. Long-distance hikers want:

  • 32% - To spend extended time in nature.

  • 26% - To challenge themselves.

  • 25% - To see a new part of the world.

  • 11% - To meet people.

• We can target engagement around where hikers get information on new trails to hike. Many discover new trails by:

  • 29% - Reading about it.

  • 23% - Through word of mouth from other hikers.

  • 17% - Seeing it on a map. 

  • 15% - Learning about it on social media.

  • 9% - It’s inclusion on a hiking app

  • 4% - Hearing about it on a podcast.

• We can focus efforts on where hikers go first when planning a hike:

  • 35% - Do an internet search.

  • 20% - Go to the trail organization’s website.

  • 19% - Look at a map

  • 9% - Look up blogs and social media content.

  • 6% - Utilize a hiking app.

  • 5% - Reference a guidebook.

  • 5% - Talk to other hikers.

• We can emphasize what hikers think makes a great trail experience:

  • 22% - Love it for the incredible landscapes.

  • 21% - Enjoy their connection to nature.

  • 18% - Like the challenge.

  • 17% - Go for the solitude.

  • 14% - Love the people and trail community.

  • 4% - Like easy logistics.

• We can apply learnings from trail membership engagement:

  • 50% of hikers become a member of the trail organization after hiking a trail.

  • Of those 50%, they become members because:

    • 24% - They want to support the organization that made the hike possible.

    • 18% - They want to say “thank you” to the trail organization.

    • 17% - They want to make the trail better for future hikers.

    • 16% - They are invested in the future of the trail.

    • 8% - They want to get more involved with improving the trail.

    • 8% - They want to volunteer to do trail maintenance.

    • 5% - Like the people at the trail organization.

  • The reasons that 50% of hikers don’t become members include:

    • 30% - They didn’t think about it.

    • 24% - They don’t have enough money.

    • 18% - They hike too many trails to join all of the supporting trail organizations.

    • 7% - They don’t agree with the trail organization’s goals or direction for the trail.

    • 2% - They don’t like the people at the organization.

    • 2% - They don’t think it’s important.

• 87% of hikers say their viewpoint about the world has been changed after hiking a long-distance trail because:

  • 16% - Spending extended time in nature has changed their perspectives.

  • 16% - They found something they love doing and want to continue doing.

  • 13% - They are happier.

  • 13% - They have experienced kindness and generosity unlike in other times in their lives.

  • 12% - They have gotten to know people from all different walks of life.

  • 11% - They now feel they are a part of nature, not separate from it.

  • 10% - They have enjoyed experiencing the local culture.

  • 6% - They are more optimistic about their future now.

• 21% of hikers say the connection with nature makes a great trail experience.