The travel category is undergoing significant evolution and change, driven by cultural movements, generational changes, emerging technology and other factors. When categories evolve, a small group of early adopters lead the way for other consumers. At Ipsos, we call these leaders “Affluencers.” They have spending power, category knowledge, a desire to try new products and services, and a drive to share their discoveries with their network.
View this on demand webinar to hear detailed insights about the ever-evolving Travel segment and new research sourced from the Ipsos Affluent Survey USA and our recent travel-focused re-contact study.
It will come as no surprise that affluent Americans represent the majority of travel expenditures, and Affluencer dollars are fueling the current trends. We’ll be taking a close look at many of these developments, including transformational travel, home rentals, and Millennial “tripsters.” We’ll also discuss implications for the future of the Travel category and opportunities for both media and brands.
This topic is explored further in our article, Millennial Women – The New Experiential Travel Trailblazers.