Report Overview

The second iteration of Skift Research’s U.S. Affluent Traveler Survey (previously known as the U.S. High-Income Traveler Survey) reveals trends related to the travel behavior and preferences of this highly sought-after travel segment. Affluent Americans make up just 20% of the U.S. population, but they account for 51% of total travel expenditures, making them a highly lucrative group to target. Understanding their attitudes and desires is key for travel brands and destinations looking to attract them. In this report, we will look in-depth into the significance of Affluent Travelers to the industry through analysis of the key findings of this year’s survey, beginning with the Affluent Traveler group as a whole. We then provide a deeper look at how income level, age, families with children, and travel frequency impact travel behavior and preferences in different ways. We provide key actionable takeaways throughout.


Survey Methodology:

Skift Research’s U.S. Affluent Traveler Survey 2018 collected responses from 1,304 respondents who live in the U.S. Respondents were screened for combined household incomes of at least $100,000 and indicated that they had taken at least one leisure trip in the last 12 months. For this project, a leisure trip is defined as at least two-nights’ stay, 200 miles or more away from home. The survey was fielded by a trusted third-party consumer panel provider.

What You'll Learn From This Report

  • Trip incidence for Affluent Travelers
  • Attitudinal and behavioral data that indicate how Affluent Travelers prioritize experiences while traveling
  • Affluent Travelers’ primary resources and preferences in travel planning and destination selection
  • Common booking channels for air travel and accommodations
  • Use and satisfaction data showing how Affluent Travelers are increasingly embracing alternative accommodation options
  • Affluent Travelers’ behavior and attitudes around the concept of luxury
  • How the “Super Affluent” (those with a combined household income over $200,000) differ from the less affluent travelers
  • Key differences between Affluent Travelers with and without children in the household
  • Key differences by age
  • Key differences according to travel frequency