Brands Likely Missing Out on Premium Traveler Spending, Finds New L.E.K. Consulting Survey
One-Size-Fits-All Premium Traveler Strategy is Out
BOSTON, Aug. 12, 2026 /PRNewswire/ -- Travel brands are likely missing the boat – and plane, train, etc. – on winning with premium leisure travelers, according to new research from global strategy consultancy L.E.K. Consulting. The findings challenge the travel industry's traditional reliance on demographics and spending power, revealing that distinct customer motivations across five premium leisure traveler segments are what really drive purchases.
Based on a survey of 1,800 U.S. premium leisure travelers, the research analyzes the factors that shape premium purchase decisions, shedding light on why customers choose one premium experience over another. These motivations are increasingly important as premium leisure travelers continue to spend disproportionately on their trips despite economic uncertainties.
"Premium leisure isn't a single market – it's five distinct definitions of value," said Claire Morgan, L.E.K. Managing Director and study co-author. "The brands that succeed will be those with clarity about which travelers they're built to serve and have the focus to consistently deliver on what those customers value most."
L.E.K.'s research identifies five premium traveler segments:
L.E.K. asked survey respondents how likely they were to recommend airline and hotel brands, analyzing the Net Promoter Scores (NPS) to show which brands have aligned their value proposition with what different travelers value most. Delta and Marriott achieved the broadest appeal, while brands like The Ritz-Carlton and Four Seasons generated exceptional advocacy within specific segments. JetBlue earned high scores with younger, value-conscious travelers by emphasizing transparent pricing and everyday premium positioning.
"Despite their differences, all five segments share a common frustration: premium products often do not feel worth the price," said Neil Mittal, L.E.K. Managing Director and report co-author. "Travelers aren't rejecting premium pricing but rather demanding noticeable improvements in quality, service, convenience or access that justify the added cost."
The research points to key actions for travel brands building premium strategies:
For the full findings and analysis, please see: Why a One-Size-Fits-All Premium Travel Strategy No Longer Works.
About L.E.K. Consulting
L.E.K. Consulting is a premier global strategy consulting firm that partners with clients to solve their most critical business challenges and deliver high-impact outcomes. We bring deep industry expertise and rigorous, evidence-based insight to global corporations, growth companies, and private equity investors, helping them turn strategy into action. Founded more than 40 years ago, L.E.K. now operates across 27 offices worldwide. Learn more at lek.com.
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SOURCE L.E.K. Consulting