YouGov Affluent Perspective 2018: Travel

Cara DavidManaging Partner
June 12, 2018, 6:30 PM GMT+0

This is the second installment in a series that delves into insights from the YouGov Affluent Perspective 2018 Global Study. Each year, we study the lives, values, and shopping habits of the world’s most successful households.

Wealthy people around the globe have the financial freedom to explore whatever their idea of the good life may be. For many French people (38%), it is a passion for live theatre, while 41% affluent Germans show an affinity for the great outdoors. The affluent in Saudi Arabia are the most enthusiastic about shopping (62%), and the Chinese show a strong passion for music (50%).

There’s one leisure pursuit they’re all passion about – travel. It’s the #1 passion of the affluent, no matter where they’re from. For those who see travel as a passion, it is clear that it holds a special place in their lives. Eighty-four percent agree that “travel experiences help define me as a person.” It is also central to the fulfillment of short term goals—allowing them to learn something new (50%), spend time with loved ones (52%), and become healthier (59%).

It is no wonder the affluent take an average of six leisure trips each year, as travel is the catalyst for their physical, mental and social well-being. The most important factors in travel decision making are relaxation (80%), connecting with family (78%) and forgetting about everyday life (77%).

As the great recession ended a few years ago, many of the affluent found themselves buying too many “things”. As a result, the affluent turned to experiences as a more satisfying way to enrich their lives. While it’s hard to imagine that the affluent will ever feel about travel the way they felt about goods, a third (32%) report that as much they like travel, sometimes they get tired of it. This serves as a potent reminder to keep offerings fresh and exciting to stay off their “been there, done that” list.

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