As travelers in their 30s and 40s increasingly seek purposeful, wellness-oriented experiences, one of the top names in active travel is stepping up to meet the demand. Backroads, the California-based adventure travel company known for its guided biking, hiking, and multi-sport journeys, has launched a brand-new 30s & 40s collection — a curated portfolio of 34 immersive trips tailored specifically to a rising generation of experience-focused travelers.
With destinations ranging from the Alpine meadows of Switzerland to the sun-drenched islands of Greece, the collection is designed for a demographic that’s at once ambitious and curious, seeking a balance of adventure, culture, and ease.
“These itineraries have long been guest favorites, and for good reason — they’re immersive, dynamic and full of discovery,” said Avery Hale Smith, Chief Experience Officer at Backroads. “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.”
Experiences That Match a New Generation of Travelers
The new itineraries reflect a broader shift in travel values among younger Gen Xers and older Millennials — groups that increasingly view travel as a path to personal growth, stress relief, and meaningful connection. Rather than conventional sightseeing, these travelers are prioritizing wellness, movement, and immersive cultural encounters.
Among the highlights of Backroads’ 30s & 40s collection:
- Hut-to-hut hiking in the Dolomites, winding through Italy’s dramatic limestone peaks
- Lodge-to-lodge trekking to Machu Picchu, with expert guides and authentic cultural insights
- Foot-and-bike island-hopping through Greece, exploring quiet coastal towns and azure bays
- Sardinia & Corsica adventures, blending remote beaches, Mediterranean cuisine, and vibrant island culture
- Alpine journeys in Switzerland, with trails through iconic villages and views of the Matterhorn
Each trip is carefully designed to maximize connection with nature, local cultures, and fellow travelers — offering a social yet deeply personal experience.
A $27 Trillion Opportunity
Backroads’ strategic move into the 30s and 40s market aligns with longer-term demographic trends. According to Merrill Lynch, Millennials are poised to benefit from a $27 trillion generational wealth transfer by 2045, positioning them as major players in the future of luxury and experiential travel.
And they’re already proving to be avid adventure seekers. A 2024 report from the Adventure Travel Trade Association (ATTA) noted that Millennials and older Gen Z travelers were the fastest-growing segments for active, nature-based trips. With many balancing demanding careers and personal goals, they’re looking for travel that helps them reset, recharge, and reconnect.
Backroads, known for its exceptional logistics and high-end service, sees an opening to make adventure travel feel more effortless and accessible — no roughing it required.
Designed for How Millennials Travel
The 30s & 40s collection takes cues from how this generation prefers to explore:
- Smaller group sizes and curated peer cohorts
- Built-in social time balanced with solo exploration
- Boutique accommodations that blend style with sustainability
- Expert guides with local knowledge and a knack for group chemistry
- Flexible pacing, with options for both high-energy days and low-key moments
From early morning yoga in the mountains to celebratory local dinners at day’s end, the itineraries aim to deliver travel that’s not just adventurous — but joyful, restorative, and community-driven.
Spring 2026 Departures Now Booking
While the first trips under the new banner won’t depart until spring 2026, bookings are already open — a reflection of strong interest and rising demand.
Backroads’ announcement underscores a broader trend: that the next era of travel will be defined not by status or speed, but by intention, wellbeing, and unforgettable shared moments. And for those in their 30s and 40s, that journey is just beginning.
