As 2014 approaches its final days, no matter the industry, we look towards the New Year with hopes to see improvements. Fortunately for the travel industry, a very positive outlook has been forecast.
MMGY Global, a travel and hospitality marketing communications firm, conducted a survey of 1,250 affluent, leisure travelers in February of this year in an effort to gauge expectations for the upcoming year. Those who participated in the survey were adults living in the United States who had a household income of at least $125,000. Half of the respondents had a household income of $250,000 or more and all had traveled somewhere for an overnight stay at least 75 miles away during the past year. Below is a summary of some of the findings in their 2014 Portrait of Affluent Travelers report.
With all of this being said, it is important to take note of the sources most frequently visited for finding information pertaining to affluents’ travel inquiries. The MMGY report informs that more than 30% of affluent travelers visited an online community, travel forum or blog during the past 12 months to seek or review information about a destination or travel service provider. Among them, 75% prefer to read individual reviews rather than rely on a rating alone but will not consider hotels or restaurants with low online quality ratings, and nearly 60% generally believe these ratings that they see online. Leveraging affluent travel blog influencers may certainly help to drive awareness for the jet-setters in 2015.