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

by | 27 December 2023

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. 

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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.

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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.

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

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Header photo: Pexels / Vlada Karpovich

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Tags: experiences, research, Featured, Travel Trends, tours and activities, tourism trends, 2024, American travelers, tourism spending, travel spend, affluent travelers

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The Affluent Experiences Traveler

Who they are, what they want, and why they’re so important to operators and sellers of tours, activities & attractions. By: Anne Failing, Douglas Quinby & Janelle Visser

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WHAT'S THE DIFFERENCE BETWEEN ARIVAL | ACTIVATE EDINBURGH AND ARIVAL 360 | VALENCIA AND WHICH SHOULD I ATTEND?

Since 2019, Arival has hosted one major event in Europe each year. For 2024-2025, we’re thrilled to offer two exciting events: Arival 360 | Valencia and Arival | Activate Edinburgh. Here’s a quick comparison to help you decide which event to attend—or why you might want to come to both:

Arival 360 | Valencia (28-30 April 2025)
  • Scope: Flagship European Event with a global reach; up to 30% of attendees from outside Europe, including the U.S., Middle East, LATAM, and APAC.
  • Audience: Experience creators, tech and distribution companies, and industry professionals from around the world.
  • Arival Theater Content: Global topics including: over-tourism and sustainability, technology, distribution, European consumer and operator trends.
  • Breakout Sessions: In-depth workshops on operational best practices, product expansion, AI, channel management, marketing tech, a Spain-specific track and an Innovation Showcase highlighting the most tech-savvy companies in our industry.
  • Networking: Connect with leading OTAs and distribution companies, and build valuable partnerships.
  • Location: Valencia, a stunning coastal city offering rich cultural experiences.
  • Attendees: Approximately 800, providing extensive networking opportunities.
Arival | Activate Edinburgh (23-25 November 2024)
  • Scope: Regional focus on the UK, Ireland, and the Nordic regions.
  • Audience: Operators and industry professionals from the region.
  • Content: Gain insights on regional topics like technology, distribution strategies, and hear from top regional tourism leaders.
  • Breakout Sessions: Experience hands-on learning at Edinburgh’s top attractions and tours, with sessions on visitor experience, digital journeys and innovative tour development. In-depth sessions for companies at the beginning of their digital journey and more advanced sessions for people and companies looking to elevate their experience.
  • Networking: With a more intimate setting. you’ll have more time to build deeper connections and create more meaningful interactions with your current and future partners including distributors, tech companies, DMOs and more.
  • Location: Edinburgh, known for its stunning architecture and historic charm
  • Attendees: Approximately 400, fostering an intimate peer-to-peer learning and networking environment.
Key Differences:
  • Global vs. Regional Focus: Valencia is a global event with an international audience, while Edinburgh is a regional event focused on the UK, Ireland, and Nordic regions.
  • Event Size: Valencia hosts about 800 attendees, providing broad networking opportunities, whereas Edinburgh’s 400 attendees create a more intimate, focused environment.
  • Content and Sessions: Valencia features global themes and advanced topics, whereas Edinburgh provides region-specific insights and hands-on experiential learning.
  • Location Experience: Valencia providing a coastal escape and Edinburgh offering historic and iconic attractions.
  • Who Will Be There: The most valuable part of Arival Events is the connections you make and the partnerships you build to grow your business. At Arival | Activate Edinburgh, you’ll engage with key industry players in the UK, Ireland, and Nordic regions. If your business focus is on these areas, Edinburgh is where you need to be. For those targeting broader European or global markets, Arival 360 | Valencia offers the ideal platform to network with international leaders and innovators. 
Why attend both?

With limited opportunities for business development, learning, and networking in our industry, attending both events is a strategic move. By participating in both Edinburgh and Valencia, you maximize your exposure to diverse markets and influential contacts. 

However, if budget constraints or a specific regional focus dictate your decisions, choose the event that best aligns with your primary business goals. Join us in Edinburgh for regional insights or Valencia for global perspectives—or better yet, attend both to fully leverage the potential of Arival’s expansive network.

For service providers such as a restech or ticketing platform, distribution company, or other services including marketing, AI tools, etc., attending both gives you access to attendees from both markets to connect with your current customers and to meet new ones!

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