Understanding the luxury traveller

Luxury travel is a big segment covering a multitude of age groups, emotional types, and decision-making variations; here’s how travel company COMO worked to understand it.

The average British family spends somewhere between £3,000 and £5,000 on two holidays a year, depending on which research one favours. When RedC Research set out to look at the luxury end of the holiday market for a hotels and resorts client, the qualifying point was a minimum spend of £4,000 per person on the last holiday taken; in fact, a quarter of the sample had spent more than £9,000.

“And they’re habitual holidaymakers,” Richard Barton, the agency’s managing director, told the MRS Luxury Research Conference (London, September 2018). “They’re on holiday at least three-and-a-half times a year.”


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