Nomadic Millenials in search of experiences.
We used to call them Hippies and the discipline was called Touring. We even had a forum here for that but the marketing departments at all the brands didn't want these guys knowing their forefathers used to do all this in sandals and jorts (we used to just call them cut off jeans) as it wasn't new or edgy enough so...we get "Adventure" cycling.
It's this generation's camel back or fanny pack.