In Brief: New research from L.E.K. Consulting, based on a survey of 1,800 U.S. premium leisure travelers, finds that travel brands risk missing out on premium travelers’ spending by relying on broad demographic strategies, as five distinct traveler segments with different motivations drive premium purchase decisions.
A survey of 1,800 U.S. premium leisure travelers by L.E.K. Consulting finds that travel brands relying on traditional demographic- and spending-power-based strategies may not effectively capture the premium leisure market. The research identifies five distinct segments of premium travelers, each with unique values and motivations influencing their purchasing decisions.
Premium leisure travelers continue to spend significantly on travel despite economic uncertainties. The study finds that a one-size-fits-all approach does not address the specific needs and expectations of these travelers.
The five premium traveler segments identified are:
– Affluent Comfort-Seekers: Older, high-income couples, with 47% spending more than $10,000 annually on personal trips. This group values stress-free upgrades such as lie-flat seats, quiet accommodations, and early check-ins.
– Effortless Empty-Nesters: Older, empty-nest couples who value certainty over prestige, seeking transparent pricing, attentive service, and assurance that experiences match promises. Most book by phone or through a travel agent, and only 33% have used AI to help plan a trip.
– Aspirational Young Families: Young, status-driven families who value loyalty programs more than any segment, with 64% saying perks like airline miles or hotel points are highly important. They are among the least likely to book the same brand repeatedly and seek family-friendly amenities and meaningful travel experiences for their children.
– Strategic Splurgers: Younger, mid-income travelers who economize on transportation to splurge at the destination. They prioritize seamless booking experiences and clear value propositions, and are among the quickest to abandon a brand after a disappointing experience.
– Independent Explorers: Young, solo travelers with lower budgets who are the most digitally engaged segment. They prioritize authentic, distinctive experiences and build relationships with luxury brands before reaching peak earning years.
The survey measured how likely respondents were to recommend airline and hotel brands, using Net Promoter Scores (NPS) to assess alignment with traveler values. Delta and Marriott achieved the broadest appeal, while The Ritz-Carlton and Four Seasons generated exceptional advocacy within specific segments. JetBlue earned high scores with younger, value-conscious travelers by emphasizing transparent pricing and everyday premium positioning.
All five segments share a common frustration that premium products often do not feel worth the price. Travelers are not rejecting premium pricing, but are demanding noticeable improvements in quality, service, convenience, or access that justify the added cost.
L.E.K. Consulting recommends that travel brands define what premium means for their target customer, invest in the experiences customers value most, decide which segments not to pursue, use customer advocacy as a strategic measure, and prepare for the next generation of premium travelers. The research notes that younger travelers embrace AI-assisted planning, aspiring customers form relationships with luxury brands early, and families continue to evaluate loyalty programs.
The survey concludes that premium leisure travel is not a uniform market. Brands that tailor their strategies to the specific motivations of distinct traveler segments are more likely to capture premium traveler spending and build customer advocacy.