Imagine a private sunrise hot air balloon ride over the vibrant city of Sante Fe, New Mexico, or indulging in an exclusive, chef-curated dining experience on a secluded beach in Kauai, Hawai’i. These kinds of unforgettable activities are what today’s affluent travelers are looking for. Modern opulent travel transcends five-star accommodations and fine dining; it’s about crafting a unique, authentic experience that connects travelers to the heart of a destination.
As these travelers continue to seek these once-in-a-lifetime, immersive experiences, DMOs have a unique opportunity to redefine their connections with this experience-hungry audience. By understanding the desires and actions driving this new wave of travel, destinations can curate adventures that leave a lasting impression and elevate their brands in the minds of this segment.
Meet the Affluent Traveler
Affluent travelers come from various backgrounds and span generations, from Boomers to Gen-Z and everything in between. These travelers typically have a household income of more than $150,000, significantly shaping their travel experiences. With their considerable income, affluent travelers tend to travel more often and spend more generously.
Arival’s newest report, The Affluent Experiences Traveler, reveals that affluent travelers of all ages average three trips per year, compared to other travelers, who average only two trips annually. On these trips, they spend nearly twice as much as their middle and lower-income counterparts, making their travel budgets a driving force in the luxury market. In fact, they account for nearly a third of all bookings and almost half of all spending on activities, attractions and tours.
Interestingly, the rise of this segment is largely driven by younger visitors, whose unique preferences and adventurous spirits are transforming the landscape of affluent travel. Arival’s research shows young affluent leisure travelers aged 18-44 make up two-thirds of all affluent travelers. Destinations aiming to attract the luxury market can prioritize this segment for maximum results.
How Can DMOs Appeal to Affluent Travelers?
As demand for experiences grows, destinations can appeal to affluent visitors by taking strategic actions, including:
Capturing Spontaneous Travelers
Affluent travelers, particularly from younger generations, are embracing a “you only live once” mindset. With flexible work schedules, a willingness to spend and a desire to live in the moment, they’re no longer waiting for the perfect moment to travel; instead, they’re planning spontaneous getaways that promise unforgettable experiences and lead to more trips throughout the year. Because these spontaneous travelers often choose destinations outside typical tourism seasons and seek unique experiences, highlighting activities that travelers can enjoy throughout the year may help attract this traveler segment.
Another way to capture spontaneous travelers is through easy, mobile-friendly booking processes. Spontaneous travelers may not have the time to sit through long, drawn-out booking processes for a last-minute trip. By making booking activities and tours easy and quick for spontaneous travelers, destinations can appeal to spontaneous travelers from higher income brackets, since affluent travelers account for a large portion of activity bookings. Tourism New Zealand, for example, partners with TripAdvisor to make it easy for travelers to book experiences like jet boating directly from their website in just a few clicks.
Promoting Sustainability Initiatives
As awareness of climate change grows, travelers—affluent and otherwise—are increasingly prioritizing sustainability in their travel plans. This shift drives travelers to choose destinations known for their sustainability initiatives and to opt for eco-friendly options, such as electric vehicles (EVs). Today’s affluent travelers, particularly within Gen-Z, are seeking experiences that reflect their values and promote responsible tourism.
With Arival’s recent research revealing that four in five younger affluent travelers are more likely to choose brands that prioritize sustainability, it’s essential for destinations to partner with local businesses, organizations and community members. By doing so, they can amplify their sustainability efforts and demonstrate a genuine commitment to eco-friendly practices.
Hospitality brands like The Ritz-Carlton and Hilton have embraced sustainability through dedicated programs and initiatives, with Hilton proudly declaring its mission to “drive responsible travel and tourism globally.” These strong commitments directly resonate with eco-conscious affluent travelers and can inspire destinations to incorporate similar values into their marketing strategies.
Leveraging Social Media
Arival’s research shows that younger affluent travelers heavily rely on channels like YouTube, Instagram and TikTok to discover new destinations. This trend emphasizes the need for immediate access to travel inspiration, allowing spontaneous visitors to find and book unique experiences with just a few taps on their devices.
For destinations, harnessing the power of storytelling on social media is key. A compelling story can foster an emotional connection with potential visitors, inspiring them to book a trip. DMOs can attract an affluent audience by showcasing tailored experiences and unique opportunities that resonate with them.
Partnering with right-fit influencers can help destinations showcase themselves to a broader audience, including younger affluent travelers. DMOs that collaborate with influencers who appeal to affluent audiences can gain authentic endorsements, boosting their destination’s visibility and credibility in the eyes of affluent travelers. For instance, Royal Caribbean has ramped up its influencer marketing by teaming up with popular creators who showcase the unique experiences aboard their stunning cruise ships, giving viewers a firsthand look at the adventures that await.
Affluent travel is on the rise, and DMOs that closely monitor emerging trends can create experiences that resonate with this adventure-seeking, eco-conscious group. By tapping into insights about what these travelers want, destinations can position themselves as top choices for experience-hungry affluent travelers.
