Marketing to the Affluent

Abstract

Of the 182 million adult Americans, more than 6 percent are in households earning $100,000 or more a year (11 million). To attract affluent travelers, the minimum requirements include absolute cleanliness, uncompromising safety, deluxe accommodations, and unobtrusive service. Wealthy travelers want the finest facility and amenities, personal attention, service responsiveness, and luxurious appointments. And they want to be surrounded by other affluent people. The minimum expectations of such guests include accommodations with views, fluffy towels, large closets, room safes, swimming pools, business centers, fine restaurants, unobtrusive service, spas with personal trainers, room service on every floor, room refrigerators stocked with real food, a VCR in every guest room, and services and products that maximize time.