The affluent experiences traveler
Who they are, what they want, and why they’re so important to operators and sellers of tours, activities and attractions
The affluent traveler, defined as U.S. travelers aged 18 and older with a household income of $150,000 or more, accounts for about 20% of all "experiential travelers" - those who book tours, activities or attractions while traveling. Despite their smaller share of the traveler population, their impact on the market is significantly greater.
Key takeaways
- Although affluent travelers represent only one in five travelers, they account for nearly one-third of all bookings and nearly half (46%) of total spending on tours, activities and attractions;
- For most affluent travelers, experiences are a key factor in choosing a destination, regardless of age. In fact, 77% of older affluent travelers and 74% of younger affluent travelers say the availability of activities and experiences was an important or primary reason for their destination choice;
- Affluent travelers tend to plan and book experiences well in advance, often before other aspects of their trip. 59% of younger affluent travelers and 27% of older affluent travelers book experiences more than four weeks in advance, compared to 22% of middle-income travelers and 28% of lower-income travelers.