- L.E.K. identifies five premium travel groups.
- Older couples prefer clear pricing.
- Independent explorers are most digitally engaged.
"Premium leisure isn't a single market, it's five distinct definitions of value,” said Claire Morgan, L.E.K. managing director and study co-author. “The brands that succeed will be those with clarity about which travelers they're built to serve and have the focus to consistently deliver on what those customers value most.”
Affluent comfort-seekers are older, high-income couples, with 47 percent spending more than $10,000 a year on personal trips. They value upgrades that make travel easier, such as lie-flat seats and quiet accommodations.
Effortless empty-nesters are older couples who value certainty over status. They want clear prices and attentive service and are the least digitally engaged group, with only 33 percent having used AI to plan a trip.
Aspirational young families are more focused on status and value loyalty programs more than any other group. About 64 percent say benefits such as airline miles and hotel points are highly important, but they are among the least likely to book the same brand again.
Strategic splurgers are younger, middle-income travelers who save on transportation so they can spend more at their destination. They are also among the quickest to leave a brand after a bad experience.
Independent explorers are young, solo and lower-budget travelers who focus on authentic and different experiences. They are the most digitally engaged of the five groups.
Neil Mittal, L.E.K. managing director and co-author said all five segments share one concern: premium products often do not feel worth the price.
"Travelers aren't rejecting premium pricing but rather demanding noticeable improvements in quality, service, convenience or access that justify the added cost,” he said.
L.E.K. also looked at Net Promoter Scores. Delta Air Lines and Marriott International had the widest appeal among the five groups, while The Ritz-Carlton and Four Seasons had strong support from specific groups. JetBlue scored well with younger, price-conscious travelers for its clear pricing and premium services.
Another report by IHG Hotels & Resorts and Talker Research found 47 percent of Americans are interested in skillcations.
