The views of the wealthy AMERICAN TRAVELLER

DATA COLLECTION PERIOD : February 2020 RELEASE DATE - MARCH 16 2020

As part of a global research on the state of mind of wealthy travellers, Altiant looked at their perceptions of some of the American ‘sunny states’. The survey was conducted among affluent/HNW interviewees showing a Median Household Income of $380,000.

ThE POPULATION

The population was composed of 41% aged 18-39, 59% over 40 year old, a gender split of 45:55% male:female.

21% of the sample was from the state of New York followed by California (21%) then Texas (17%).

Affluent Americans travel prolifically within North America

• As expected, affluent Americans are most likely to take luxury travel vacations within the US and Canada, 47% having taken four or more within the past two years. Only 10% did not take any vacations within North America.

• Europe and the other Americas are somewhat less popular but still saw travel from two-thirds or more of wealthy American travellers. The Middle East and Africa represent clear areas of growth to tap into this pool of travellers, with only a quarter currently visiting these regions.

California, New York and Florida are the most visited states

Which of the following states, if any, have you visited within the past two years?

• Three states are clear leaders among our affluent American sample, each attracting three quarters of the wealthy population: California, New York and Florida.

• Hawaii and Washington DC follow a short way behind and attracted just under half of the sample.

California and Hawaii are most likely to be seen as luxurious

When thinking about US vacations, which state do you think of first as a luxury destination?

• California is the strongest performing state for being the most visited, but also perceived as the most luxurious destination. That it goes toe-to-toe in appealing to affluent Americans is a strong sign considering the geographical location and exotic image of Hawaii.

• The two other most visited states – New York and Florida – fall a short way behind for luxury perceptions, while Nevada benefits from the prestige and glamour of Las Vegas.

‘Beach’ vacation states are strong in different areas

When thinking about US vacations, which state do you think of first as a luxury destination?

• Of the three states, California is the most likely to be seen as a place to enjoy high quality food, drink and shopping and a variety of activities.

• Hawaii is strongest for being a romantic, relaxing and exotic location for a luxury vacation, although it is also the most likely to be seen as expensive.

• Florida excels in particular at being an affordable family-friendly  location for vacations.

Some reluctance to change plans despite uncertainties

Do global viruses such as SARS or the Coronavirus affect your travel plans? Please consider scenarios where global institutions such as the World Health Organization have established serious concerns.

To speak to us about any of your luxury research requirements, please email us at contact@altiant.com

Contributors

Chris Wisson, Knowledge Director

Ivan Murtov, Sr. Project Manager

Contact

reports@altiant.com

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