Affluent Travelers Drive the Travel Industry

Travel is evolving, becoming more and more experiential. But, there are a wide variety of the types of travel experiences people seek. The recent Ipsos Affluent Survey uncovered six key types of affluent travelers and the attitudes, desires and expectations of each. Dubbed “Affluencers.” these influential consumers have spending power, category knowledge, a desire to try new products and services, and a drive to share their discoveries with their network.

Experiential travel is where it’s at
According to the study, travelers’ focus has shifted from “going places” to “collecting experiences”. Today the travel category exists in a state of constant evolution driven by generational change, disruptive technologies, competition and social media. As in other categories, affluent influencers—particularly Millennials and Gen-Xers—continue to lead the way.

Here’s a look at who they are and what they like.