Research from big data travel marketing specialist ADARA suggests big-spending ‘elite travellers’ may be more susceptible to marketing than previously thought.
ADARA analysed its data from more than 90 global travel brands between June 1 and November 30 last year.
It found the elite traveller demographic conducts a higher number of searches prior to booking flights and hotels compared to non-Elite Travellers (94% vs 76%) and has a much wider booking window as a consequence.
Elite travellers are customers who have booked a business or first class flight or stayed in a luxury hotel in the past six months.
They are predominantly men (70%) and on average travel twice as often as non-elite travellers and spend more with average daily hotel rates of $212 compared to $174.
Elizabeth Harz, president of media and chief marketing officer at ADARA, said: “Elite Travellers are a much sought after target group for marketers, accounting for 10% of the market and spending significantly more.
“In the past they have been seen as elusive, ‘in-the-know’ and not as open to marketing efforts however, our research shows they are receptive to relevant marketing and actually have a longer search window than previously assumed.
“ADARA’s unique and detailed insight allows marketers to reach and engage this lucrative audience at a much deeper level.”
The ADARA analysis looks at research and booking behaviours, type of hotels booked and favourite destinations booked by elite travellers.