INTERNATIONAL. A recent study by Airport Dimensions, a global specialist in developing and operating airport experiences, has defined an emerging travel demographic known as the affluent leisure traveller (ALT).
Redefining airport revenue, the affluent leisure travellers – who comprise 42% of 10,300 surveyed frequent travellers – account for 81% of reported airport spend, driven by a preference for comfort, choice and premium experiences.
With higher spend and expectations, engaging this high-value segment offers strong potential for the airport’s future commercial growth.
The findings were drawn from the Airport Experience (AX25) research, a comprehensive study exploring airport innovation and traveller trends based on insights from over 10,000 frequent travellers across 16 countries.
The study also sheds light on who the ALT is and how to win their loyalty and spending.
The ALT is defined as someone who “tends to fly under the radar”, yet their profile resonates with the majority of other traveller groups.
The ALTs are generally 40-something Millennials (45% of the group) and mostly male (51%), earning about 31% more than travellers outside this group.
They take more trips (28%) than other traveller groups, focus on quality and choice, and often combine work with leisure, despite not being ultra-high-net-worth.
Their travel patterns align with the global rise in demand for experience-led, self-directed travel, notably in Asia and Latin America.
By region, ALTs in the USA outspend regular travellers sixfold (US$186) compared to other groups (US$42), while in emerging markets such as Vietnam, ALT spending reaches US$81 – 19 times that of non-ALTs (US$4).
In terms of spending habits, ALTs focus more on retail purchases and enhanced airport experiences.
Retail (28%) and experiences (16%) categories combined account for nearly half of ALTs’ airport spending, compared with only 16% spent by non-ALTs across both segments (8%).
ALTs are also found to spend more on the airport experience, while non-ALTs are more likely to spend on essentials such as parking and transfers (together 25%) and dining at the airport (37%).
With enhanced experiences and discretionary purchases becoming a priority for this high-value segment, airports are encouraged to adapt to ALTs’ demands by offering value for money and making it easier for them to discover, access and enjoy services that elevate their journey.
The study highlights lounge access as a key element of enhanced travel, with 51% of ALTs actively using lounges and participating in membership programmes. They account for 55% of memberships, often associated with premium credit cards, reflecting their higher spending profile.
ALTs are notably more inclined to combine business with leisure travel, with 65% taking leisure trips compared to 54% of non-ALTs, underscoring their value as frequent and experience-driven travellers.
Airport Dimensions Global Strategy Director Stephen Hay said, “What the AX25 research shows us isn’t just a shift in behaviour – it’s a shift in power. The affluent leisure traveller is no longer a niche group. They’re becoming the heartbeat of airport commerce.
“Their expectations are clear – seamless, enriching and premium experiences that reflect the way they live and travel. Airports that recognise and act on this are the ones that will define the next era of passenger engagement.”
Airport Dimensions highlighted the importance of understanding the emerging traveller group amid growing global travel demand and increasing competition between airports.
It also noted that their influence on spending and satisfaction provides a clear direction for airports to shift from transactional models toward a more personalised, experience-led strategy.
The full AX25 research is available for download here. ✈
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Plus other hospitality-related platforms:
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