New Skift Research Survey Shows the Complexity of Affluent Travelers
Skift Take
Affluent travelers are often targeted by travel brands due to their huge spending power. Making assumptions about this segment based purely on their high incomes, however, is likely to be a mistake.
For travel brands, targeting affluent Americans is a strategic decision with the potential to have a huge payoff. According to Skift Research’s analysis of data from the Bureau of Labor Statistics’ 2016 Consumer Expenditure Survey, while Americans who make over $100,000 in household income comprise just one-fifth of the population, they contribute over half of all travel expenditure.
Our latest research report, U.S. Affluent Traveler Trends 2018: Annual Survey on Travel Behavior, provides a deep dive into this group’s travel behavior and preferences. Analysis of the results of this year’s U.S. Affluent Traveler Survey offers a closer look at the group as a whole. We we find that they prioritize unique experiences while traveling and are increasingly embracing alternative accommodation options. And while they would rather spend money on tr
