Affluent Travelers Account for Nearly Half of All Travel Experiences Spend

Arival’s latest consumer research, focused on the U.S. experiences traveler, highlights the importance of reaching the affluent traveler

Reading Time: 2 minutes 25 seconds

Travelers are spending more on experiences, but one group in particular is leading the surge in spending, according to Arival’s latest consumer research: affluent travelers. 

Based on a survey of 1,000 U.S. travelers, the recently-released 2024 U.S. Experiences Traveler Outlook delves into the state of the U.S. experiences traveler – who they are, what they want, what they are looking for in 2024 – and some key trends shaping the tours, activities and attractions sector for the coming year. 

Affluent Travelers are Spending on Experiences

Affluent travelers — defined as those with household incomes of  $150,000 or more — represented almost half of all experiences spend in 2023, according to Arival’s research results. In contrast, this rising segment – which spans all age groups – accounts for just 22% of all travelers.

 Well-heeled U.S. travelers are taking more trips, want more out of their experiences and are willing to pay more for them: nearly three in five (58%)  also said that they were booking private tours when traveling.  

Affluent travelers are just over ⅕ of all travelers, however they account for nearly half of all spending on experiences

Operator Takeaway: 

The affluent traveler may represent a smaller segment of the total traveler population, but their influence on this sector of tourism is profound – and growing. Affluent travelers place greater priority on tours and activities, book more of them, spend more, and look for more exceptional experiences, including small group and private tours. Operators should look carefully at this expanding demographic and develop products and marketing to reach this coveted consumer segment.


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How to Reach the Affluent Traveler in 2024

Learn more about the U.S. experiences traveler in our latest report, the 2024 U.S. Experiences Traveler Outlook, available exclusively for Arival Insider Pro Access members — sign up and/or log in and download your copy today.

The outlook report is the first in a series of reports based on Arival’s latest U.S. consumer research. Look for more reports and articles to come in this series, focusing on:

Also, join us at the next Arival event to learn more about the experiences traveler, as we explore the latest travel trends, research results and experiences industry insights, with practical tips and takeaways for operators of tours, activities, attractions and experiences.

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