Backroads Charts New Territory, Tapping into Michigan and Diverse Traveler Demands

BERKELEY, CA – June 25, 2026 – Backroads, a titan in the active travel industry, today unveiled an ambitious expansion for its 2027 season, signaling a strategic push into new domestic markets and a deeper investment in niche travel segments. The announcement is headlined by the company's first-ever tours in Michigan, alongside expanded itineraries in Spain’s Canary Islands and new collections of women-only and "easygoing" tours, reflecting a keen response to evolving consumer preferences.

The move underscores a broader trend in the travel industry where established players are diversifying their portfolios to capture a wider, more specific audience. For Backroads, a company with a nearly 50-year history, this expansion is not just about adding pins to a map; it's a calculated strategy to solidify its leadership by catering to the growing demand for personalized, accessible, and high-end active experiences. The comprehensive rollout demonstrates a company in tune with market shifts, from the rise of solo female travel to the increasing desire for multi-generational family adventures.

The Great Lakes Get Their Close-Up

The most significant development in the 2027 lineup is Backroads' entry into Michigan. The company will introduce a Biking Tour for adults and a Multi-Adventure Trip for families centered around the Great Lakes and Mackinac Island. This marks the first time the California-based operator has launched trips in a new U.S. state since it added South Dakota four years ago, highlighting the strategic importance of this domestic expansion.

"I'm thrilled to see our Michigan trips come to life," said Tom Hale, Founder, President and CEO of Backroads, in a press release. "The Great Lakes region offers incredible beauty, great biking and the kind of relaxed, active experience that feels made for Backroads." The new itineraries are designed to showcase Northern Michigan’s lakeside towns, Traverse City's burgeoning wine and cherry region, and the unique, car-free environment of Mackinac Island.

Backroads' arrival is poised to make a significant impact on Michigan's already substantial outdoor recreation economy, which contributed over $15 billion to the state's economy in 2024. While the state has a robust local tourism scene with established operators like Wilderness Voyageurs and Sojourn Bicycling Vacations offering regional tours, Backroads' national brand recognition and premium positioning are expected to attract a new wave of travelers. This could elevate Michigan's status from a regional getaway to a premier national destination for active travel, putting it on the same footing as more established outdoor hubs.

Redefining Adventure for a Broader Audience

Beyond the geographic expansion, Backroads' 2027 announcement reveals a deliberate effort to broaden its appeal. The company is significantly expanding its Women's Adventures and introducing new Dolce Tempo "easygoing" journeys, responding to clear market demand for more inclusive and varied forms of active travel.

The growth in the women-only segment is particularly notable. Industry analysis shows the women-only travel market is on a steep upward trajectory, projected to reach $2.8 billion by 2034. Backroads has seen this trend firsthand, reporting a staggering 170% growth in its women-only trip bookings since the category launched in 2024. The new 2027 offerings, including easygoing walking tours along Spain's Camino de Santiago and hiking in the French Pyrenees, tap directly into this demand for camaraderie, safety, and shared experience.

Simultaneously, the new Dolce Tempo tours—which feature e-biking in Ireland's Connemara and walking tours to see Norway's Northern Lights—cater to travelers who desire an active vacation at a more relaxed pace. This acknowledges that "adventure" is not one-size-fits-all and opens the door for a demographic that may have previously found traditional active tours too demanding. This is complemented by a continued focus on family travel, with bookings for 2027 already up more than 12 percent over the previous year. The strong demand for destinations like the Canary Islands, which prompted the addition of new family and adult biking tours, further validates this strategy.

Reinforcing a Legacy in Luxury Active Travel

Anchoring this expansion is a renewed emphasis on the company’s position at the premium end of the market. Backroads announced the rebranding of its top-tier accommodations from 'Premiere Hotels' to the 'Luxury Hotels Collection.' This is more than a name change; it's a strategic move to clearly communicate the high standard of its lodging partnerships, which include world-renowned brands like Aman, Belmond, and Relais & Châteaux.

In a competitive landscape that includes luxury stalwarts like Abercrombie & Kent and Butterfield & Robinson, this rebranding helps solidify Backroads' value proposition: the seamless integration of rugged, authentic activity with high-touch service and world-class comfort. Customer testimonials frequently praise the company for its meticulous organization and the quality of its accommodations, suggesting this focus on luxury is a key differentiator that justifies its premium price point.

By coupling its expansion into new territories and demographics with a reinforced commitment to luxury, Backroads is executing a multi-faceted strategy. It is both widening its net to capture new types of travelers and deepening its hold on the lucrative high-end market. As the company approaches its 50th anniversary, these latest moves demonstrate an enduring ability to not only react to the changing tides of the travel industry but to actively shape them, ensuring its place at the forefront of active exploration for years to come.