Marketing To US Online Millionaire Travelers

Market Overview Report

by Henry Harteveldt

with Jeffrey Breen

Abstract

Travel sellers must put aside stereotypes to reach the tech-savvy, independent, and value-focused millionaire travelers of 2012. This profitable audience is 12.4 million strong in the U.S. alone, and our analysis shows there are often noticeable differences in behavior and attitudes between the various generations of millionaire travelers.

Table of Contents

• Understanding the US Millionaire Traveler
• A Market of 12.4 Million US Adults
• Most Millionaire Travelers Are Urban Baby Boomers
• Millionaire Travelers Aren’t Precious
• Millionaires Aren’t Exclusively Five-Star Travelers
• Millionaires Consult Online And Offline Resources to Plan Their Trips
• Recommendations
• Endnotes

List of Figures

1. Millionaire Travelers are Well-Educated
2. Nearly 7 in 10 Millionaires Report Household Incomes Below $250,000 a Year
3. More than 3 in 4 Millionaire Travelers Have Net Worths Below $5 Million
4. US Millionaire Travelers Tend to Live in a Handful of States
5. Younger Millionaire Travelers Are More Likely to Pay More For Better Service
6. Millionaire Travelers Tend to “Vacation Graze,” Taking Multiple Shorter Trips
7. Europe Leads Among the International Destinations Millionaires Visit
8. Millionaires are More Likely than Mainstream Travelers to Take Cruises and Buy Packages
9. Not All Millionaires Fly in the Front of the Plane
10. Millionaires’ Use of Low-Cost Airlines Reflects These Travelers’ Desire for Value
11. Millionaires’ Hotel Use Illustrates the Importance of Having Numerous Locations
12. Online Millionaire Travelers Use Offline and Online Tools to Research Their Trips
13. Millionaire Bookers Buy 60% of their Travel Offline, Making them a Key Audience for Travel Agents

 
The report is 17 pages long and contains 13 endnotes.

For more information about this report or how to become an Atmosphere client, please contact us at sales@atmosgrp.com.