Atmosphere recently published our latest report, Marketing To US Online Millionaire Travelers. It’s the first of two reports in a series; the second report will focus more on this audience’s use of technology.
A few highlights from the report, which is based on data from Atmosphere’s US Online Affluent Traveler Survey, Q4 2011 (n=1,004):
- This is a market of 12.4 million US adults. Forty-four percent are Baby Boomers (ages 46-65).
- Millionaire travelers take nine leisure trips a year. That’s not much more than the seven trips taken by the average US traveler — but millionaires spend $19,100 a year for their leisure travel, about six times more than mainstream travelers ($3,200/year).
- They’re very practical. Most (77%) millionaire travelers’ report a net worth of between $1 million and $5 million, excluding the value of their homes, family-owned businesses, and retirement accounts. That’s nothing to sneeze at, but it hardly qualifies them for inclusion on the Forbes 400. So it shouldn’t surprise you that millionaires aren’t exactly fancy-shmancy travelers. Yes, nine percent stayed at a Ritz-Carlton property last year – and just as many stayed at a Wyndham hotel.
The report — packed with more than a dozen data charts — includes an extensive amount of insight into millionaire travelers’ attitudes (value matters), brand usage (they’re nearly 3.5 times more likely to fly Delta Air Lines than use private aviation), destinations visited, media and channel usage, and more. If you market and sell to affluent travelers — or want to — we believe that you’ll find this report useful. And, if you’d like more assistance in your marketing strategy to successfully reach this audience, please drop us a line and let’s discuss how Atmosphere can support you in your efforts.