Contrary to popular belief, the more affluent someone is, the more likely they are to return to a favored destination, according to a recent survey conducted for the U.S. Tour Operators Association. People imagine high-income travelers jetting around the world, sailing the Amazon, visiting Rome this year, Rio the next, following a safari with a sailing trip along the Turkish coast, or taking an extended cruise.

However, USTOA`s survey found that one- third of travelers with household income greater than $100,000 indicated they preferred to revisit favorite vacation destinations. That is the largest group giving this response in any income category, says Bob Whitley, USTOA president.

The survey revealed that increased income correlates with the desire to repeat favorite vacation spots. Thirty percent of households earning $50,000 to $99,000 also preferred returning to favorite destinations, but
that number dropped to less than 20% for those earning $35,000 and less.

Higher-income travelers also said they enjoy exploring a favorite destination in depth, and that a broader selection of side trips would motivate them to select a tour or vacation package.

Women, Younger Travelers Motivated by Price Considerations

Women and those reporting lower income based their vacation choices on practical factors, saying that additional meals and sightseeing included in the price would motivate them to select packaged travel. Younger travelers (18 - 34) and families with children under 12 years said that free hotel room upgrades were motivating factors.