How do affluent travelers-that is, those with household incomes of at least $250,000-shop for and book travel? According to a study conducted by Google and Ipsos MediaCT, they're increasingly going online. 70% of the survey respondents began researching online before deciding where or how they want to travel, and 52% plan to spend even more time shopping around in the next year. Affluent travelers research various elements of travel across devices, before and during their trips, and they are likely to book on the basis of loyalty program membership. Explore the results of this study to learn how affluent travelers rely on digital technology more than ever to inspire and guide their travel decisions.
- January 2014