Research Outline

Luxury Business/Leisure Travelers-Profiles


To understand the profile of luxury business and leisure travelers, including their hotel selection criteria, expectations for a travel experience, general psychographic profiles, and travel preferences.

Early Findings


  • According to the 2017 U.S. Business Travel Economic Impact Report, 94% of US business travelers primarily travel in the United States, especially to high-population areas such as "the Pacific region, the Northwest, and the Southeast."
  • Some 35% of business travelers travel by personal vehicle, while 28% fly, and the trips are short with 26% of trips lasting only one day, compared to 39% for two-day trips and 22% for three- or four-day trips.
  • Business travelers like taxis over Uber rides.
  • Most business travelers have a college education and have an average income of $82,000. Some 60% of them are men, while half are over the age of 45.
  • About 55% of business travelers will pay out of pocket to upgrade their flight, hotel room and wifi, or rental car options.
  • Some 70% of business travelers like personalized online ads, based on their past purchasing behavior.
  • Nearly 90% of business travelers report that their companies allow them to keep the loyalty or rewards points they accrue for their business travel.
  • Fully 83% of busniess travelers consider travel a perk of their job.
  • According to a survey of hotel reviews, business travelers like reliable internet, lots of power outlets, a simple check-in process (think online check-in and keyless entry), transportation information during their stay, robust breakfast offerings, a hotel bar or in-room mini-bar, comfortable beds and pillows, quiet and dark for good sleep, ample caffeinated drinks, and an ironing board.
  • In addition to the above, business travelers appreciate a hotel that offers a comfortable working space and a good location that is central to the business they are doing (e.g., near a corporate headquarters) or close to amenities such as restaurants and bars. Wellness offerings, such as gyms, are also appreciated by this demographic.


  • Once a group that gravitated to opulence, luxury travelers have now become more interested in experiences, such as new and diverse cultures.
  • The demographic of luxury travelers is shifting from the older, wealthier generation to the experience-seeking millennials who are willing to "trade up on exclusive activities."
  • Luxury leisure travelers are seeking authentic, healthy, and socially-responsible adventure travel opportunities.
  • Personalization is important to the luxury traveler with technology playing an important role in attracting younger travelers.
  • Authentic experiences, which might include an exclusive selection of regional wines at a hotel, appeal to luxury travelers, as do companies with reputations for sustainability.
  • Luxury travelers like lots of personal touches and hands-on staff connections, as well as high-tech options that make for a more seamless experience, such as mobile check-ins, kiosks, apps, smart rooms, and "even AI-powered butlers."
  • Luxury travelers are increasingly looking for shorter stays, such as weekend excursions (micro-travel), meaning they are likely more willing to spend the money needed to have a unique experience, such as food-oriented trips, staying at hotels offering a unique culinary experience (e.g., in-room dining, local foods, cooking classes).