High income travellers make up half of all experience spend as wealth gap skyrockets

High income travellers make up half of all experience spend as wealth gap skyrockets
Edited by Travel Weekly


High-income travellers earning AU$223,000 (US $150,000) a year or more are becoming increasingly important to the global tours, activities, and attractions market as the wealth gap continues to grow.

This is based on research from Arival, the global research authority on the travel experiences sector. Arival’s “The Affluent Experiences Traveler” report has been unveiled ahead of the company’s upcoming conference in San Diego. 

The report examines the preferences and behaviors of this high-value traveler segment, which increasingly places experiences first in their travel planning and priorities.

Key findings

  • Affluent travellers account for a disproportionate share of bookings and spending in the experiences sector. While representing only 21 per cent of all travellers, they a third of bookings and 46 per cent of total spending on tours and activities.
  • Young affluent travellers aged 18-44 are especially impactful. They spend 50 pet cent more on activities than other travellers.
  • Experiences play a crucial role in destination selection for the majority of affluent travellers – across age groups.
  • 77 per cent of older affluent travellers and 74 per cent of younger affluent travellers say that available activities and experiences were a very or primary reason for choosing their destination.
  • Affluent travellers are more likely to plan and book experiences in advance – often before booking other elements of their trips – 59 per cent of younger affluent travellers and 27 per cent of older affluent travellers plan and book experiences more than four weeks in advance, compared to 22 per cent of middle-income travellers and 28 per cent of lower-income travellers.
  • Older affluent travellers still like to plan and book flights and lodging in advance – whereas younger affluent travellers leave this until the last minute. Around 70 per cent of older affluent travellers plan and book flights and hotels more than four weeks in advance. In contrast, 70 per cent of younger affluent travellers do this less than a week from the date.
  • Younger affluent travellers (aged 18-44) are particularly engaged in the experiences market. They account for 67 per cent of bookings and 70 per cent of spending among affluent travellers.
  • Sustainability and personal values are key factors in experience selection for affluent travellers – 87 per cent of younger affluent travellers prioritize brands and products that align with their values, compared with 56 per cent in other income groups. As many as 81 per cent of young affluent travellers also say that sustainability influences their experience choices, compared with 44 per cent of other travellers.

“The widening wealth gap has been a societal megatrend for the US, and we’re seeing very clearly how this is shaping the present and future of travel – and the travel experiences sector,” Arival CEO and co-founder, Douglas Quinby, said.

“Creators and sellers of tours, activities and attractions must have a clear strategy to meet the expectations of an increasingly important affluent traveler, who is accounting for a greater share of overall travel and experiences demand,” he added.

“Increasingly these travellers are choosing where to go, and where to stay, based the experiences they wish to pursue. Every travel organization – from accommodations and transportation to destinations and travel sellers of all shapes and sizes – must start thinking experiences first. Their most important customers already are.”

The report also highlights the growing importance of social media and online reviews in the decision-making process for affluent travellers. Younger affluent travellers, in particular, rely heavily on platforms like YouTube, Instagram, and TikTok for research and inspiration.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Arival luxury

Latest News

  • Hotels

Hotel d’Inghilterra completes its extensive restyling

Hotel d’Inghilterra, the historic and unique accommodation landmark in Rome, has completed its rebirth with the iconic property enhancing its charm event further. Located just a few steps from the iconic Spanish Steps and the Via Condotti, the hotel’s innate elegance has been home of international patrons and Roman nobility since the mid 16th century. […]

  • Cruise

Oceania Cruises unveils its new brand value promise to all guests

Culinary- and destination-focused cruise line, Oceania Cruises, has unveiled its ‘Your World Included’  featuring an updated selection of always included amenities. The new offer cements the brand’s promise of ‘Your World, Your Way’ branding and as part of it, all guests will receive included shipboard gratuities for stateroom attendants, butlers, and dining waitstaff automatically in […]

  • Destinations

Adventure World unveils new Canada MAKE TRAVEL MATTER campaign

Adventure World has unveiled a new Canada campaign going beyond breathtaking landscapes and iconic sights and inviting Aussie travellers to MAKE TRAVEL MATTER by giving back to the destinations they explore. Through the innovative MAKE TRAVEL MATTER program, starting this month, travellers can add meaningful experiences to their Canadian adventures. Imagine participating in a wildlife […]

  • News
  • Tourism

Intrepid Adventures launches new travel show on Channel 10

Intrepid Travel has launched a new six-part travel series, Intrepid Adventures, premiering on Channel 10 this Sunday, 8 September. In partnership with creative production house, Sloane Media and the Moroccan National Tourist Office, the program shifts the spotlight from traditional tourist sights to the local guides and communities that bring each destination to life. The […]

  • Luxury
  • News

Luxury Travel Collection reveals ‘Leaders who Lunch’ series

The Luxury Travel Collection (LTC) launched ‘Leaders Who Lunch’ (LWL) with its first event today, bringing together an intimate group of luxury advisors with global luxury partner, Silversea. This new series of intimate, invitation-only lunches will connect influential global senior leaders from LTC’s luxury partner network, with a hand-selected group of members to nurture elevated […]

  • Cruise
  • Travel Agents

MSC Cruises hosts ’Deep Dive on Japan’ webinar

MSC Cruises has announced an exclusive webinar tailored for travel partners that offers an in-depth look at their Japan 2025 itineraries and more. The 20-minute webinar, followed by a 5-minute interactive Q&A session, is designed to provide travel partners with comprehensive insights into the popular destination of the Far-East and top selling itineraries. Japan and […]

  • News

World-first education initiative introduces “Guardian of the Reef” platform

Tourism Tropical North Queensland has partnered with Expedia in the US, UK and Australia to introduce the “Guardian of the Reef”, a world-first platform. Conservation curious travellers can visit the newly launched website and work through a series of short educational videos, each with a coupon reward system to use with Expedia bookings on the […]

  • Cruise

Explora Journeys announces godmother for EXPLORA II

Explora Journeys, the luxury lifestyle ocean travel brand of the MSC Group, has announced that environmentalist Rosalba Giugni as the godmother of their newest ship, the EXPLORA II. The ship’s official naming ceremony will be on 15 September 2024 in Civitavecchia, Italy and marks the latest addition to the Explora Journey’s fleet. It reflects the […]

  • Aviation

Malaysia Airlines launches direct flight to Paris

Malaysia Airlines has announced direct flights to Charles de Gaulle Airport (CDG) in Paris, marking a key milestone in the airline’s European expansion. This route, which will commence on 22 March 2025, represents Malaysia Airlines’ 68th destination, reinforcing its position as the gateway to Asia and beyond. In celebration of the route’s return after nearly […]

  • Hotels

Oasia Resort Sentosa unveils new room category and junior suites

The Oasia Resort Sentosa has unveiled its latest Courtyard Premier rooms and refreshed Junior Suites as well as a staycation offer for pet owners and their furry friends. Located on level two in the Palawan Wing, the 19 Courtyard Premier rooms each span 63sqm with a spacious alfresco area with bean bags and a dining […]

  • Hotels

Park Regis by Prince Singapore debuts under a new brand name following extensive refurbishments

The debut of the Park Regis by Prince Singapore marks the global expansion of Seibu Prince Hotels & Resorts since launching its new global brand identity in April. Following this rebranding of the property and extensive refurbishment, Park Regis by Prince Singapore is an urban oasis that effortlessly encapsulates the essence of its unique bi-culture […]