In the US Affluent Traveler Survey of 2018, Skift notes that while sightseers and activity seekers make up 20% of the US population, “they account for 51% of travel expenses in the US.”
67% would prefer to spend their money on sightseeing and other activities than on a better hotel. That is an increase of 8% over the previous year.
In addition, 75% of affluent travelers “participated in at least one organized tour or activity”.
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