Case Study

Decoding the Luxury Traveller: A Multi-Stage Quant Study

About

About

A B2C quantitative study of 1,500 luxury travellers (18+), verified through £100k+ liquid net worth and real high-value trip spending of £5k+ per person on any trip or £3k–£5k per person on trips under 5 nights.Captured trip cost, duration, and party size to build an accurate luxury travel spending profile.
Problem Statement

Pinpointing True High-Value Travellers Amid Broad Consumer Data

Identifying genuine luxury travellers needed more than an income filter. The study had to isolate households with £100k+ liquid net worth, confirm recent overnight leisure travel, and validate real spending of £5k+ per person on any trip or £3k–£5k per person on trips under 5 nights while accurately capturing trip cost, duration, and party size. Without this multi-criteria approach, the sample risked wealthy non-spenders or high spenders who didn't meet the net-worth bar.

Solution

A Layered Screening Model Built Around Wealth, Travel, and Spend

Respondents were qualified through sequential gates: £100k+ liquid net worth, recent overnight leisure travel, and spending validated against two thresholds £5k+ per person on any trip or £3k–£5k per person on trips under 5 nights. Trip cost, duration, and party size were captured throughout to calculate accurate per-person spend, ensuring only fully qualifying respondents made the final sample.

Outcome

Key Study Metrics

1500Qualified respondents in the final sample
£100k+Minimum household liquid net worth required to qualify
2Years of recent travel window assessed for eligibility
£5,000+Minimum per-person spend threshold
4 coreData points captured per respondent: trip cost, duration, party size, per-person spend
18+Age qualification for all respondents
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