Various outbound tour operators also echo the idea that people’s lifestyles are more influential in their holiday decision-making than their age. Explore worldwide, the UK’s leading adventure operator, offers an extensive range of holidays catering for diverse adventure markets. Interestingly, Explorer’s clients’ average age is between 40 and 45 years. A number of other European adventure operators state the average age of their clients as around 40 years (Smith and Jenner, 1999). Details of High Places clientele, as seen in Table 3, 1 also serve to illustrate that the typical adventure traveler who books holidays through a tour operator spans most age groups.