To understand the profile of luxury business and leisure travelers, including their hotel selection criteria, expectations for a travel experience, general psychographic profiles, and travel preferences.
According to the 2017 U.S. Business Travel Economic Impact Report, 94% of US business travelers primarily travelin the United States, especially to high-population areas such as "the Pacific region, the Northwest, and the Southeast."
Some 35% of business travelers travel by personal vehicle, while 28% fly, and the trips are short with 26% of trips lasting only one day, compared to 39% for two-day trips and 22% for three- or four-day trips.
Most business travelers have a college education and have an average income of $82,000. Some 60% of them are men, while half are over the age of 45.
About 55% of business travelers will pay outofpocket to upgrade their flight, hotel room and wifi, or rental car options.
Some 70% of business travelers like personalized online ads, based on their past purchasing behavior.
Nearly 90% of business travelers report that their companies allow them to keep the loyalty or rewards points they accrue for their business travel.
Fully 83% of busniess travelers consider travel a perk of their job.
According to a survey of hotel reviews, business travelers like reliable internet, lots of power outlets, a simple check-in process (think online check-in and keyless entry), transportation information during their stay, robust breakfast offerings, a hotel bar or in-room mini-bar, comfortable beds and pillows, quiet and dark for good sleep, ample caffeinated drinks, and an ironing board.
In addition to the above, business travelers appreciate a hotel that offers a comfortable working space and a good location that is central to the business they are doing (e.g., near a corporate headquarters) or close to amenities such as restaurants and bars. Wellness offerings, such as gyms, are also appreciated by this demographic.
Once a group that gravitated to opulence, luxury travelers have now become more interested in experiences, such as new and diverse cultures.
The demographic of luxury travelers is shifting from the older, wealthier generation to the experience-seeking millennials who are willing to "trade up on exclusive activities."
Luxury leisure travelers are seeking authentic, healthy, and socially-responsible adventure travel opportunities.
Personalization is important to the luxury traveler with technology playing an important role in attracting younger travelers.
Authentic experiences, which might include an exclusive selection of regional wines at a hotel, appeal to luxury travelers, as do companies with reputations for sustainability.
Luxury travelers like lots of personal touches and hands-on staff connections, as well as high-tech options that make for a more seamless experience, such as mobile check-ins, kiosks, apps, smart rooms, and "even AI-powered butlers."
Luxury travelers are increasingly looking for shorter stays, such as weekend excursions (micro-travel), meaning they are likely more willing to spend the money needed to have a unique experience, such as food-oriented trips, staying at hotels offering a unique culinary experience (e.g., in-room dining, local foods, cooking classes).
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