While it's clear Affluents are a large consumer base of all things travel related, understanding their behaviors and how best to reach them is critical in today's marketplace. Using an iterative clustering approach, Affluent Travelers can be grouped into five differentiated segments.
The wealthiest segment, Jetsetters are highly engaged in the travel category. They are frequent business and vacation travelers with a particular interest in foreign destinations.
Taste of first class
Skewing younger, those in the Taste of First Class segment seek quality over quantity. Exhibiting a tendency to splurge on upgrades, they are willing to pay extra for comfort and service.
Domestic Deal-Seekers look for vacation bargains mainly to destinations within the U.S. While their trips are no-frills, they are the most likely to return to spots where they had a great prior experience.
Homebodies tend to be light travelers and prefer to travel domestically when they do. Generally risk-averse, their leisure is unlikely to include adventurous escapades.
Reporting the second highest household income, Experienced Explorers have both the time and resources to travel. They are heavy international travelers and cruisers.
First ever UNWTO/Ipsos Survey – Citizens recognize the positive impact of the sector
According to the first ever global survey conducted by the World Tourism Organization (UNWTO) and Ipsos, 47% of respondents think ‘they live in cities with a high number of tourists’. Over 50% considers tourism has a positive impact in generating wealth and promoting cultural exchanges, and 49% feel there should be measures to improve tourism management. Only 12% of respondents favour limitations to the number of visitors.