Luxury Travel Experiences

It is clear that our respondents to this survey like to treat themselves to various luxurious experiences and services while they are on their holidays. There are few significant differences in the popularity of these experiences by age and gender, but regional variance does come to the fore as North Americans are significantly the most likely to treat themselves to many of the listed experiences on their luxury  holidays.

 Luxury is a strong consideration for our panellists when travelling for their holidays, with 57% having used business or first-class transport; this figure rises to 70% among North Americans. Similarly, North Americans are more likely than average to have used a room service facility such as a concierge (69% vs 55% average), used a VIP waiting lounge (59% vs 51%), and to have had private transport experiences such as helicopter trips (38% vs 32%).

 For the holiday itself, 70% of our sample say that they have stayed within a 5* (or more) hotel within the past three years, with 45% staying in a suite/penthouse room (rising to 51% among 18-39s and 56% among North Americans) and 36% saying that they have rented a beachfront villa. Elsewhere, two thirds have used a spa, with these facilities proving popular with both genders. The continued rise of wellness tourism, now worth almost $650 billion according to the Global Wellness Institute, means that many luxury hotels such as Six Senses have spa facilities at the core of their offer.

 Many hotels also accommodate fine-dining restaurants such as Michelin-starred venues on their premises. 69% of our total sample, and rising to 75% among North Americans, say that they have eaten in a Michelin-starred restaurant within the past three years, underlining the enduring appeal of dining out of home.

Unfiltered Base:  982 global affluent/HNWIs | Source:  LuxuryOpinions/Altiant

Holiday Purchase Intentions

As expected, the significant majority of our affluent/HNWI respondents travel within their own regions. Nevertheless, they are also often prolific travellers outside of their home regions – for example, only 17% of our affluent/HNWI Asian respondents do not plan to travel to Europe within the next year, and only 36% of Europeans do not plan to visit the Americas.

The different types of holidays see significant variance in popularity across the regions in our study. For example, 49% of our sample say that they are likely to take a city break within Europe, falling to just 7% in Middle East/Africa. Indeed, Europe is highly popular generally and scores above the overall average for all of the different types of holidays stated. The wide variety of cultures and landscapes prove to be popular among not only wealthy Europeans, but also Asians and Americans.

 City breaks (49%), sightseeing/tourist holidays (41%) and family holidays (39%) are the most popular types within Europe. APAC and the Americas are generally equally popular for the different types of holidays, with beach holidays and city breaks among the most popular types of holidays in these regions. Activity and travelling holidays, boat cruises and rural/countryside breaks are the least popular holiday types overall but do still interest a significant minority in each of the regions.

Unfiltered Base:  982 global affluent/HNWIs | Source:  LuxuryOpinions/Altiant

Luxury Leisure Travel Spending

Among luxury travellers within the past year, many are prepared to invest heavily to create memorable and indulgent holiday experiences. When all currencies are normalised to US Dollars, 18% of our respondents spent less than $3,500, with Asians the most likely to moderate their holiday expenditure. A further 28% spent the equivalent of between $3,500 and $7,000, with all regions and ages equally likely to have spent within this price bracket.

Moving onto the big spenders, North Americans are the most likely region to have invested heavily on their last luxury holiday. 30% of our sample spent between $7,000-$14,000, while a further 21% spent over the equivalent of $14,000, the latter figure rising to 29% among North Americans. There are a variety of ways in which luxury hotel operators can tap into these particularly high spenders, some of which are explored below.

Unfiltered Base:  982 global affluent/HNWIs | Source:  LuxuryOpinions/Altiant
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