In principle, gravel cyclists and bike packers are a nightmare for tourism professionals: they have no regard for national or regional borders, they plan their routes online in specialist community forums, they prefer to sleep outdoors, they aren’t tempted by ‘gastronomic’ offerings, but prefer to raid supermarkets and petrol stations – and, above all, they absolutely refuse to be herded onto pre-signposted panoramic circular routes.
Organisers of guided tours have also been racking their brains for some time now, as guided Alpine crossings with luggage transport are not exactly a trend amongst this target group, which is still difficult to pin down. The only thing we know for certain about this community is that it is growing online – and rapidly at that.
Target audience: gravel cyclists – here are the key figures
According to the Mountainbike Forum’s Gravel Monitor, these are the general key figures for the new target group of gravel cyclists and bike packers:
- Average age: 37 years
- 42 per cent are women
- 57 per cent with a university degree
- Frequent travel (at least one 5–10-day trip per year)
However, if we take a closer look at this target group, three very different profiles emerge:
1. The sporty Premium Explorer
- Whether you’re into road cycling, triathlon, mountain biking or outdoor sports
- Combines training, adventure and travel on a gravel bike
- Average age: 44 years
- Household income: 94,000 euros
- 81 per cent with a university degree
- 189 euros spent each day during his cycling trip
Conclusion: This target group is increasingly looking for: premium accommodation, cycle hotels, guided tours, events, luggage services and weekend breaks.
2. The urban micro-adventure type
- Live in urban areas more often than average
- Plan digitally
- According to a survey of university graduates in Hamburg, the gravel bike ranks second on their shopping list (after the coffee machine)
- Are you looking for short breaks in the countryside?
Conclusion: This target group is looking for 24–48-hour events, rail links, GPX routes, legal places to stay overnight and “get out of the city” messaging
3. Bike packers with an interest in technology and kit
invests not only in bikes, but also in bags, sat-navs, camping kit and clothing.
- Uses technical services (e.g. garages)
- Search for longer cycle routes online or plan your own cross-regional and cross-border routes.
Conclusion: This ‘advanced’ group of travellers is largely self-sufficient and seeks out routes off the beaten track. They mainly stock up on supplies at supermarkets and petrol stations. In the evenings, they look for places to stay whilst trekking, campsites, private garden hosts or budget guesthouses.
4. Women account for 42 per cent
Gravel bikes offer an accessible entry point thanks to their comparatively affordable and technically straightforward design. Canyon alone states that 20 per cent of its gravel bikes are bought by women. This is an unusually high proportion for a performance sport. According to surveys, this is partly due to community and group rides that aren’t focused on performance. But it’s also down to the growing role-model effect of female influencers who go on bike-packing trips, such as Wiebke Lühmann, Lael Wilcox, Ricarda Bauernfeind and others.
Conclusion: Women are keen to take part in community activities and, for the most part, beginner-level programmes too. An absolute no-go: a macho approach.
For those in the tourism industry, the question now is: Should they respond to this rapidly growing gravel and bikepacking boom with specialised offerings? And if so, HOW?
Our tip: Just have a look on the relevant cycling websites to see whether your own region is already on one of the long-distance routes recommended by users or on the official long-distance cycle routes. Some regions are already making a name for themselves with accommodation spots, tool huts and drinking water fountains created especially for cyclists. Take Scandinavia as an example!
Other regions are already investing a little more and completely rethinking their existing touring concept. Here are a few examples from Europe, some of which are already proving successful:
Successful gravel events:
The Tuscany Trail in Italy: A 445-kilometre self-supported ride through the hinterland of Tuscany and Umbria. This multi-day race, open to all cycling categories, has been running since 2014 and now attracts 6,000 participants. Info: tuscanytrail.it
Bohemian Border Bash Race: This multi-day race in the sparsely populated Bohemian Forest is one of Europe’s biggest gravel ultra races. 1,400 km and 25,000 metres of elevation gain over 6 days. What makes it special: in the finish area, there’s a gravel camp with an expo, a campfire and a small range of gravel activities for family and friends.
Gravel Ground: A major gravel festival at the Ewald Colliery in Herten, featuring test bikes, races and a camp. Info: radrevier.ruhr
Hamburg’s Backyard: A 4-day self-supported ride along a secret route from Hamburg through Mecklenburg-Western Pomerania (700 km). Long waiting lists already in its second year. Also: a 250 km night-shift race to be completed in 12 hours. Info: backyard-gravel.com
Bike Festa South Tyrol: Instead of the Mountain Bike Testival, the bike festa will be held on Brixen’s Domplatz in future. An event for all types of bikes, as well as all skill levels and age groups. Info: bikefesta.com
New tourist attractions:
“Gravel Carinthia”: Carinthia is responding to the gravel boom with a new initiative: 24 routes to so-called “Lost and Soul Places”. The routes can be linked together and take riders through seven different regions (totalling 1,800 km) in Austria’s southernmost and particularly lake-rich province.
“House of Gravel” - Finland now refers to its Lapland region as Ruka-Kuusamo and promotes it as offering 900 kilometres of trails through one of the most sparsely populated areas in Europe. There’s also the ‘Fellscape’ gravel event, featuring relaxed community rides.
0 to 100 Bike Challenge: An unusual concept from a hotel chain with 13 properties in Austria, South Tyrol and Croatia. Guests who cycle 100 kilometres during their stay receive Ride Credits, which can be redeemed at the hotel (for spa products, at dinner, at the bar or for bike hire). There is also a hotel stay to be won. Info: falkensteiner.com
Gitta Beimfohr
Editor
