• by Tanya Gazdik , January 2, 2012

A Unity Marketing study finds that many affluent consumers plan to spend more on travel in the next year.

Over half of all luxury consumers report that the source of their greatest personal satisfaction and happiness comes from experiences, as opposed to luxury goods.

The report, “Luxury Consumers and Their Luxury Travel Plans 2012” is based upon a survey of 1,498 luxury consumers with an average income of $279,100. Over 40% of the affluents surveyed said they expect to spend more on luxury travel than they did last year. And 12% of affluents expect to spend significantly more in 2012 than they did in 2011.  

"However, it is not enough for marketers in the luxury travel space to simply target the affluent,” says Pam Danziger, Unity Marketing president. “They need to understand who is most likely to travel in the coming year, when these consumers make their travel plans, where they want to travel, and the features they crave."

Unity focused on the demographics of the luxury traveler, including which demographic segments are going to travel more in 2012. Where luxury consumers plan to travel was examined, as was how far in advance of a trip they make their travel plans, so that marketers can identify the ideal time to promote luxury travel experiences to wealthy clientele.

These insights help marketers position their travel experiences to the specific needs and desires of wealthy travelers, Danziger said.

Results of affluent consumers planning to travel in the New Year are compared to data from those who traveled in the past to see how planned behavior differs from actual travel plans and how affluent travel behavior is changing over time.