Dissecting affluent travelers

Yesawich Pepperdine Brown & Russell (YPB&R) surveyed 600 affluent travelers for its A Portrait of Affluent Travelers report, and 96% said being in control of their lives was an important measure of success, while 94% said having a happy marriage.

Eighty-nine percent answered adhering to high moral standards, and 88% responded being a good parent.

Affluent travelers are described as people who have a minimum household income of $150,000. 

Gary Sain, YPB&Rs executive vice president and chief marketing officer, said responses suggest the affluent are mellowing and changing their priorities.

When it comes to buying habits, the study found that the affluent prefer to buy brands with a reputation for quality (87%) and buy for value, not price (77%).

Top motivations for leisure travel include rest and relaxation (87%), spending time with spouse (81%) and experiencing new places (80%).

Top activities include dining in new restaurants (85%), visiting architectural or historical sites (63%), being pampered (63%) and shopping (62%).

And heres a revealing statistic about affluent travelers: They like clothing-optional resorts. In fact, 16% of affluent men and 12% of affluent women said that theyd like to visit a nudist resort within the next two years.

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