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.
Affluent Highlights: how do the European Affluent travel the world?
Over in Europe, we are beset by storms, rain and cold weather. So, for many people, booking a holiday in the sun offers a glimpse of hope amidst the gloom. With far more money to spend, the Affluents are particularly keen on travel – and do so for both business and pleasure. In fact, the average Affluent in Europe takes about 10 flights a year and stays around 24 nights in hotels.
[EVENT] Approaches for Impulse and Considered Purchases @ARF NxNE
June 15-19 - The Advertising Research Foundation is hosted a week-long virtual conference featuring experts from brands, creative agencies and academia who will share insights to help marketers influence behavior, build brands and navigate the new normal.