NEW YORK—Affluent travelers will travel even more in 2016, spend more on leisure travel, and have an insatiable curiosity about the world around them. These are the latest findings of a global survey conducted by The Leading Hotels of the World, Ltd., one of the largest independent luxury hotel collections in the world. The results were derived from a study conducted among affluent travelers in the U.S., Germany, and Japan.
“We have found that there is a segment of affluent travelers who are seeking experiences that make for great stories,” said Ted Teng, president and CEO, The Leading Hotels of the World. “They expect service that is infused with authenticity and local flavor. They are curious, they are explorers, and they expect hospitality brands to facilitate these deeper experiences within a destination.”
Leading Hotels commissioned MMGY Global to conduct the international study which surveyed 1,500 active leisure travelers in September 2015. The full results of the research will be unveiled in 2016, but here are some of the findings:
Travel will be fueled by curiosity: According to the survey, 76 percent of travelers are curious about other countries and cultures, always on the lookout for hidden gems. Meanwhile, 54 percent are in search of unique and different experiences.
Curious affluent travelers will take more vacations: In the coming year, at least 30 percent of affluent international travelers intend to take more trips. This past year, affluent German and Japanese travelers took an average of 8.5 leisure trips, while affluent American travelers took an average of 7.0 trips.
Curious affluent international travelers will travel more for leisure: Compared to the previous 12 months, 30 percent of affluent international travelers intend to take more vacations during the next 12 months.
Curious affluent traveler spending will increase: Average affluent leisure travel spend is just over $11,000 per year. In the coming year, affluent travelers plan to spend more per night in hotels, increasing from $390 per night to $419 per night over the next 12 months.
Bleisure is real, and it will start to change the luxury travel landscape: Affluent travelers are mixing business and pleasure to make the most of their travels. According to the study, 54 percent of affluent business travelers took time for activities associated with leisure during a business trip (e.g. golf, spa), 45 percent extended a trip for pleasure, and 42 percent brought a spouse for a business trip.
Curious affluent travelers are interested in feeling like a local when vacationing: Of those polled, 66 percent of Americans, 53 percent of Japanese and 53 percent of German affluent travelers are seeking to immerse themselves in a destination and learn about its culture through travel.
Curious affluent travelers are choosing to do their own travel planning: Only 31 percent report sharing travel responsibilities with a professional travel adviser, while 81 percent like to do a lot of independent research online to find the experiences they want and 57 percent like to look at travel magazines and guidebooks to determine where they want to go on vacation.
Brand association is important in travel: Of Americans polled, 73 percent shared that brand association was key when selecting hotels.
Political instability is a barrier to international travelers: Of the respondents, 33 percent would be wary of going to a destination with political instability and 34 percent would absolutely not go to a destination until an unstable political situation calmed down.
Travel will become even more essential: Of affluent travelers asked, 79 percent view travel as essential to life. Being trendy isn’t a driving concern, though, as only 32 percent want to travel to the hottest, trendiest vacation spots.
