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The spending power of U.S. affluent travelers makes them an attractive target market. In this report, we look at how their attitudes, behaviors, and values have changed over time, and how they vary based on income level, age, and whether or not they have children.

The spending power of affluent travelers makes them an especially attractive market for travel brands to win over. In order to appeal to them, however, travel brands must understand their behaviors, attitudes, and values. This is easier said than done. It was with this challenge in mind that Skift Research made the decision to annually survey U.S. affluent travelers in order to build a comprehensive and evolving picture of this key market as it changes over time.

Skift Research has just released the third edition of this series, U.S. Affluent Traveler Trends 2019: Annual Survey on Travel Behavior. In this year’s report, we highlight key findings from the latest survey as 2019’s major trends. We then look at trends over time, comparing the latest data to that of 2018 and 2017. The remainder of the report is devoted to analyzing the data by certain characteristics of the respondents to provide a more nuanced view of the variations within this group. In these sections, we examine U.S. affluent travelers by income level, age group, and whether or not they have children in the home. Through these analyses, we provide an in-depth look at the particularities of this desirable traveler market.

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What You’ll Learn From This Report:

  • Trip incidence for U.S. affluent travelers
  • Attitudinal and behavioral data that indicate how U.S. affluent travelers prioritize experiences while traveling
  • The primary resources and preferences for trip planning and destination selection for U.S. affluent travelers
  • Booking preferences for accommodations and air travel
  • Traditional travel agent usage
  • Accommodation preferences, including alternative accommodation use and how it’s grown over time
  • How the travel behaviors and preferences of the “super affluent” (those with combined household incomes over $200,000) differ from their less affluent peers
  • Key differences between those with and without children under 18 in the household
  • Key differences by age group

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This is the latest in a series of monthly reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

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Tags: affluent traveler, consumer insights, skift research, survey, tourism

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