Wealthy US Consumers Get Up and Go in 2012

More than half of all luxury consumers say that they derive their greatest satisfaction from experiences, not luxury goods, and that they plan to spend more on these luxurious and memorable experiences in 2012, according to a new study by Unity Marketing. This is great news for marketers in the travel sector, who stand to benefit from the affluent attitude toward experiences—if they can deliver on the expectations of these wealthy travelers.

These findings come from Unity Marketing’s report, Luxury Consumers and Their Luxury Travel Plans 2012. Results are based upon a recent survey among 1,498 luxury consumers (average income $279,100).Over 40% of the affluents surveyed expect to spend more on luxury travel than they did last year.

Moreover, 12% of affluents expect to spend significantly more in 2012 than they did in 2011.

“Clearly, the affluent consumer is poised to spend more in the coming year, and this spending will be directed at those experiences that will give them the most pleasure,” said Pam Danziger, president of Unity Marketing and author of Putting the Luxe Back in Luxury (Paramount Market Publishing, 2011).”However, it is not enough for marketers in the luxury travel space to simply target the affluent. They need to understand who is most likely to travel in the coming year, when these consumers make their travel plans, where they want to travel, and the features they crave.”

More info: www.unitymarketingonline.com