The Affluent Experiences Traveler

The affluent traveler – the U.S. traveler 18 and over with a household income of $150,000 or greater – represents one fifth of all experiences travelers (travelers who book a tour, activity or attraction on a trip). However, their impact on the market far exceeds their share of the traveler population.

These valuable travelers may represent just one in five travelers, but they account for nearly a third of all bookings and almost half (46%) of all spend across tours, activities and attractions. Figure 1 breaks out their share of bookings and spend by category.

This report delves into this rising segment of the U.S. traveler population, who they are, what they are looking for, how much they spend, what influences their decisions and more. We examine key aspects of their travel experiences behavior and provide actionable recommendations for operators and sellers of experiences to reach these travelers and turn them into happy customers.

What’s in this report: 

1. 1. The Affluent Traveler: Who They Are, How They Travel
   2. Travel Planning: Spontaneity (with Advance Planning) Rules
   3. Experiences Drive the Trip – and the Destination
   4. Less Seeing, More Doing: What Affluents Want
   5. Social, Environmental Values Influence Travel Decisions
   6. The Path to Purchase: Planning & Booking
   7. Social Media Dominates Discovery
   8. Key Takeaways & Recommendations

This report frequently refers to key categories and subcategories of the travel experiences sector. Figure 2 shows the key categories as defined by Arival.