If we segment the data for travel activities to see how affluent travellers compare with global averages, the numbers are telling. Affluents are more active than the global average in every travel activity and young affluents are even more active in every instance – sometimes, by a large margin.
The strongest example of this is travelling with a wider group of family and/or friends. Almost a quarter (24%) of affluents aged 18 to 35 are travelling more often with family and/or friends, compared to 18% of all affluents and the 13% global average.
Unsurprisingly, a much higher percentage of
Affluents are spending more money list to data on travel than the global average of 13%, but the gap is much narrower.
21% of all affluents are spending more on travel post-Covid while 23% of younger affluents are spending more on trips.
In many categories, roughly twice as many younger affluents have increased travel activities than the global average. This includes ticking locations off bucket lists, taking longer holidays and travelling more frequently.
Affluents plan to keep spending big & travelling with loved ones
Travel brands need to be aware how to build a sales-generating email list for your online store (with examples) that certain travel activities could suddenly rebound. For example, we’re currently seeing increased travel activity with groups of loved ones and remote working while on leisure and business trips – as well as a mixture of leisure and business (bleisure).
Potential rebounds could include a surge in solo travel replacing trips with loved ones or a stronger separation of business and leisure travel. Brands need to keep a keen eye on consumer demand data so they can anticipate swings in travel activities.
Interestingly, YouGov’s survey suggests that travel with friends and family will be even more important for affluent travellers over the next 12 months. 23% of affluent travellers plan to take a trip with friends/family over the next 12 months, compared to the 18% who did so during the previous year.
Likewise, it seems even more affluent travellers will be ticking locations/experiences off their bucket lists over the next 12 months (19% up from 14%) and taking more trips than usual (17% up from 14%).
However, the data suggests interest in taking business trips and working remotely while on holiday could be on the decline among affluent travellers – something to keep an eye on.
Meaningful experiences matter – especially to affluent travellers
One of the biggest travel trends in recent belgium business directory years is that travellers are increasingly seeking unique experiences. Research from Tripadvisor in 2022 found travellers were seeking out new destinations and experiences. In fact, previous YouGov insights have found unique experiences topping the list of priorities for luxury travellers.
Again, we’re seeing this trend across the board with all travellers, but it’s strongest with affluent and young affluent travellers, in particular.
At the global average, 42% of travellers place a high value on unique experiences but this increases to 58% for affluent travellers and 68% for young affluent travellers.
In general, younger travellers are more likely to seek out new and unique experiences while affluent travellers have more funds available to afford luxury in remote locations. So, it’s no surprise that young affluent travellers are the most prepared to spend extra for “meaningful travel”.
Of course, “meaningful” travel is an ambiguous term that could mean any number of things. For some travellers, it could mean experiencing different cultures, while others might want to create unforgettable memories with their loved ones.
