Braintrust Consultant presents Premium Tourism Barometer

Leisure in destination, a unique opportunity to reach luxury travelers

Luxury travelers prefer to plan and hire activities for their trips at origin. This is one of the conclusions drawn from the Premium Tourism Barometer prepared by Braintrust, the Spanish multinational consulting firm specialising, among other sectors, in the tourism industry, which understands luxury travelers to be Spaniards with an annual income of more than 100,000 euros.

For Angel Garcia Butragueño, co-director of the Braintrust Tourism Barometer, “the profile of the luxury traveler, more technological and with a tendency to use apps and websites to make reservations, prefers not to leave at random the activities to do during their travels.

Photo: Matt Lamers
Photo: Matt Lamers

In addition, their search for exclusivity and differentiation leads these travelers to book in advance the activities they will do during their travels. “The tendency to allocate more budget to leisure in destination will increase in the future, which is a great business opportunity for tour operators beyond mere accommodation and traditional transport.

Analyzing the segment of the Braintrust Premium Barometer travelers, has concluded that this is the profile of traveler more planner. When it comes to preparing their holidays, the “luxury” spend much more time in the early stages than the rest of the travelers.

Thinking (19%), planning (21%) and booking your holiday (10%) consumes most of the time of the highest profiles, surpassing even that destined to enjoy your trip (41%).

What luxury travelers spend their money on

Of the 3,124 euros that luxury travelers spend on average per pleasure trip, most is spent on accommodation with 34%, 22% on transport, 19% on catering, 9% on shopping, and no less than 16% on activities at the destination, which means an average expenditure of 500 euros on each trip assigned to enjoy the best experience at the destination.

A trend that continues to grow, spending less and less money on transport and accommodation, and increasing the budget to enjoy the trip itself, trying to make getaways or holidays, unique and different.

Luxury luxury travelers networks. Activities in destination

The recent study reveals that 41% of luxury travelers tend to hire the activities they are going to do, before their travels, 34% of these are those who book at origin independently, and only 7% who buy complete packages.

Among the most previously contracted services are excursions (65%), guided tours (64%) and cultural events and shows (42%) followed by gastronomic experiences with 24%, health and wellness experiences, oenological experiences as well as sporting events.

By age, it is detected that the millenials are the luxury travelers who most book their experiences in advance, mostly shows, festivals or sporting events.

The main motivations for luxury travelers

The thematic itineraries are another of the activities among luxury travellers, 65% of whom are interested in this type of offer.

The preference for this type of service is closely related to the main motivations that luxury travelers have when organizing their trips, topping the classification have memorable experiences to remember with 48%, enjoy the attractions of the destination with 39%, disconnect with 37%, who continue to live new adventures, be in a place where their friends have never been, and enjoy the gastronomy of the destination.

Luxury travelers want to make travel a holistic experience in a more humanistic society, where travel is already a human need, and where escapades are food for the body and soul, and serve to recharge the batteries in an increasingly stressful environment before the continuous digital connection, and full of distractions that disturb the emotional balance.

Bleisure, a habit for luxury travellers

Bleisure, the tendency to join business trips in order to visit the destination city as a complement, seems to be a scenario typical of luxury travelers who claim to do it in 53% compared to the rest of the market that does it only in 41%.

In this sense, men practice it more than women with 57% of those compared to 45% of them. By age, the differences are also remarkable, with the millenials at the head with 57%, generation X with 52%, baby boomers with 47% and Z’s with 38%.

For José Manuel Brell, co-director of the Braintrust Tourism Barometer, “there is a real business opportunity for the tourism sector in the offer of services added to luxury travel.

And he concludes that offering leisure and cultural options, “understood as a premium option based on personalization, uniqueness and exclusivity can allow tourism companies not only to deal with this type of profiles, but also loyalty and increase their business volume considerably”.