Affluent Travellers are Increasingly Prioritising Experiences and Activities
Affluent travellers are increasingly prioritising experiences and activities over relaxation or luxurious indoor accommodation.
This preference is also clear from their actions: 54% of affluent travellers have participated in an adventure travel experience and around 75% have participated in organised activities and tours. As a result, the travel activities bookings segment currently makes up 10% of the overall global travel market, has a high CAGR, and reached US$171b in 2019.