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The Customer Journey of the Premium Traveler : Highlights of an investigation among 2.175 international travelers from the US, the UK and Spain

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dc.contributor.authorGieschen, Jörn
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-02T16:07:26Z
dc.date.available2024-07-02T16:07:26Z
dc.date.issued2018-06-11
dc.description.abstractAll stakeholders of this research, the research team and ini9ators at IE, our partners at Google Travel, Mastercard, and many industry partners, have been so excited about this research from the start due to one key reason: this research profoundly taps into a big black box, an area with many assumptions and myths, but few data and intelligence. How are premium travelers really different from their mass market peers, how do their preferences and behavioral patterns compare?To answer the many unanswered questions, a broad primary market research was undertaken in three big international markets, the US, the UK, and Spain. Over 2,100 travelers went through an extensive online questionnaire, nearly 1,500 of them fulfilled the criteria as premium travelers frequently using luxury accommodation like 5-star Grand or Boutique hotels or high-end holiday rentals, allowing to build an incredibly rich data set to explore. Clearly, the vast majority of these travelers represent the upper but not the very high-end segments of the market represented by High Networth or even Ultra High Networth individuals, reason why we rather speak of premium than of luxury market segments.So, what are the key differences between premium and standard travelers the research could unveil? 
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dc.identifier.citationJörn Gieschen. (2018). The Customer Journey of the Premium Traveler : Highlights of an investigation among 2.175 international travelers from the US, the UK and Spain. Zenodo. https://doi.org/10.5281/zenodo.3518405
dc.identifier.doihttps://doi.org/10.5281/zenodo.3518405
dc.identifier.urihttps://hdl.handle.net/20.500.14417/2590
dc.language.isoen
dc.licensehttps://creativecommons.org/licenses/by/4.0/legalcode
dc.publisherIE University
dc.relation.centerIE Premium and Prestige Observatory
dc.relation.entityIE University
dc.rightsAttribution 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/legalcode
dc.subject.keywordBranding tourism agencies
dc.subject.keywordTourism agencies
dc.subject.keywordStrategy
dc.subject.keywordMarketing
dc.subject.keywordInnovation
dc.subject.keywordLuxury
dc.subject.keywordAgencias turísticas
dc.subject.keywordGestión de marca
dc.subject.keywordPublicidad
dc.subject.keywordPremium Travels
dc.subject.keywordViajes Premium
dc.subject.keywordLujo
dc.titleThe Customer Journey of the Premium Traveler : Highlights of an investigation among 2.175 international travelers from the US, the UK and Spain
dc.typeinfo:eu-repo/semantics/report
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dspace.entity.typePublication
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