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For eBusiness & Channel Strategy Professionals

Selling To US Online Affluent Travelers Poses A First-Class Challenge To Travel eBusiness

Value Is Important To Online Sales Success In The Post-Recession Environment

January 5, 2011

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Authors

  • By Henry H. Harteveldt
  • with Patti Freeman Evans,
  • Benjamin Zeidler,
  • Douglas Roberge

Why Read This Report

There are nearly 6 million US online leisure travelers with a net worth of $1 million or more. For a group of millionaires, this audience is not necessarily as fancy as you might imagine it to be. Most have between $1 million and $2.5 million in investible assets — hardly peanuts, but not exactly enough to spring for their own G6 jet either. You'll have to strike the right balance between being rational — this audience loves to save money — and tempting, since nearly half view travel as an area in which they're willing to indulge themselves. For your digital channels to live up to their potential serving this group, don't put your digital nose in the air, and make sure your digital channels are as engaging as other sites that affluent travelers are likely to use, like those of financial services firms and luxury retailers.

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Table of Contents

  • Post-Recession US Online Affluent Travelers Buy Travel With Care And Caution
  • RECOMMENDATIONS

  • Mix Grace, Common Sense, And Vision To Engage Affluent Travelers Online
  • Supplemental Material
  • Related Research Documents