Affluent travellers will pay more for these 10 things

A new survey by Opinium Research for Kensington Tours reveals the habits of some of the world’s most affluent travellers.

Using data provided by 400 adults, whose household income is above $250,000, shows that travellers in this demographic are inclined to pay extra for exclusive benefits, such as insider access to destinations, no waiting in lines, and a seamless travel experience.

Luxury travellers crave a seamless travel experience, and are willing to pay a premium for it.

 

Key findings

Considering that two thirds (66 per cent) of luxury travellers report having felt frustrated due to waiting in too long of lines while travelling, it’s no surprise that nearly seven in 10 luxury travellers (68 per cent) report that they are willing to pay a premium for the ability to skip lines, avoid crowds, and experience private tours.

Other offerings that luxury travellers would pay a premium for include personalized, bespoke trips tailored to their wants and needs (66 per cent), one-stop planning (62 per cent), and insider access to exclusive events (56 per cent). Insider access and no waiting in lines top the list of affluent traveler priorities.

Respondents also reported that their travel experiences would be somewhat or greatly enhanced by offerings typically provided by a luxury tour operator, such as access to popular attractions with no wait times (81 per cent), privately guided tours without the crowds (78 per cent), access to exclusive, world-renowned events (74 per cent), and access to insider experiences not traditionally available to the general public (72 per cent).

 

Additional key takeaways

Other findings from the survey included:

  • Luxury travellers take more trips, and they are longer: A significant portion of luxury travelers (38 per cent) report taking three-to-five trips annually, while 28 per cent take six-to-10 trips, and a notable 14 per cent embark on more than ten trips each year and most of them average two weeks or more (57 per cent).
  • They turn to a travel professional: 72 per cent of survey participants expressed their intention to enlist the services of travel experts for their upcoming vacation planning.
  • Intergenerational travel continues to remain a priority: The popularity of multi-generational travel experienced a significant boost in the wake of the pandemic and continues to thrive, with 82 per cent of those surveyed intending to increase their family travel this year.
  • Been there; done that; affluent travellers want to see something new:  A significant number of respondents (89 per cent) plan to explore new destinations in 2024 with Switzerland, Norway, and Portugal named as top destinations.
  • Travel pain points: The most prevalent challenges and pain points include locating appropriate accommodations (41 per cent), steering clear of tourist traps (38 per cent), and coordinating activities (38 per cent).
  • More space, increased privacy, and added exclusivity are in high demand: More than 50 per cent expressed interest in distinctive experiences such as luxurious villa stays featuring in-house amenities and private yacht expeditions.

Share:

Facebook
Twitter
LinkedIn

Latest

Elk Island Retreat glamping pod

Canada’s top-rated glamping resorts

With micro-cations on the rise, these luxe campsites prove you don’t need to go far to get away. More Canadians are booking short, rejuvenating getaways close to home. According to a 2025 trends report, over 60% of Canadians say they plan to take a domestic trip this year, with many prioritizing two- to four-night escapes over longer vacations. One big

Auberge Resorts just debuted its first Italian property, and it’s a Renaissance-era dream

Renaissance meets modern romance at Collegio alla Querce, the newest showstopper from Auberge Resorts Collection—and their very first in Italy. Perched in Florence’s north hills, this boutique property occupies a former convent and boarding school, with restored 16th-century frescoes, cloistered courtyards, and front-row views of the Duomo. The 83-room retreat feels more like a private estate than a hotel. Expect

Flight paths: where airlines are flying next

If you needed a sign to start planning your next trip, this is it. Several airlines have just dropped new direct routes to destinations that hit the sweet spot between off-the-radar and just-right. Whether you’re craving coastlines, culture, or something that feels like a total escape, these new flights make it easier (and sometimes more affordable) to get there. New

IV drips, cryotherapy and biomarker testing: Today’s wellness resorts go way beyond the spa

If your idea of a dream vacation includes IV drips, cryo chambers and gut microbiome analysis, you’re not alone. According to the latest ILTM Altiant travel survey, more than half of affluent travellers have already taken a wellness-focused trip, and 59 per cent are curious about how tech and AI can help improve their health. Booking.com’s 2025 travel predictions also