Luxury Business/Leisure Travelers-Profiles
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 travel in 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.
- Business travelers like taxis over Uber rides.
- 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 out of pocket 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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