Affluent Travellers are Increasingly Prioritising Experiences and Activities
30 March 2021
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.