The Great Divide: Top 10% of Household Incomes Driving the Travel Industry

A longitudinal study tracking affluent American travellers since 2007 has found that the Top 10% and Top 1% of American households now account for more than half of all U.S. consumer spending – including US$544 billion worth of travel in 2026.

The finding comes from Resonance Consultantcy’s 2026 Future of Luxury Travel, conducted in partnership with research firm Léger.

Based on surveys of 1,050 Top-10% households (annual income $240K–$600K and/or net worth $1.5M–$13M) and 451 Top-1% households (income $600K+ and/or net worth $13M+), the report reveals a travel economy increasingly concentrated among a relatively small cohort whose behaviour determines where capital flows, which destinations grow, and which hospitality models deliver the best ROI.

“Affluent travellers aren’t a niche segment anymore – they’re the structural foundation of the leisure travel economy,” says Chris Fair, President & CEO of Resonance Consultancy. “Understanding this group isn’t optional for destinations or hospitality operators. It’s the difference between growth and stagnation.”

Trip Frequency and Spending Surge Since 2022

The Top 10% now take an average of 4.3 leisure trips per year; the Top 1% take 6, which is more than double the 2.8-trip average for travellers overall. More striking: the percentage of Top-10% travellers taking 6–11 trips annually jumped from 11% in 2022 to 18% in 2025. Among the Top 1%, that figure rose from 15% to 27%.

Per-trip spending has increased sharply: the Top 10% now spend an average of US$7,900 per trip (up from $5,100 in 2022), while the Top 1% spend $12,400 (up from $8,400). For context, the average U.S. traveller spends $3,700 per trip.

Wellness, Longevity and Ultra-Luxury Cruising Accelerate

Resonance’s data points to three demand dynamics reshaping luxury supply:

Wellness and longevity travel is surging: Among Top-1% travellers, 34% are planning a trip primarily for health and wellness in the next 12 months, up from 23% in 2019. For the Top 10%, that figure is 21%, versus 15% in 2019. The shift reflects growing interest in longevity science, biometric diagnostics, and regenerative therapies.

Cruising is rebounding among the most affluent: Interest in cruising among Top-1% travellers jumped from 37% in 2019 to 53% in 2025 – a market ultra-luxury entrants including Ritz-Carlton Yacht Collection, Four Seasons (launching 2026), and Aman at Sea (2027) are hoping to capture. These vessels carry fewer than 300 guests and blur the line between resort and ship, offering scarcity and service levels closer to land-based luxury than traditional cruising.

“New-scale” hospitality is replacing legacy luxury: Hotel development is bifurcating. Mid-scale commodity projects struggle to secure financing, while luxury resorts under 150 keys – often paired with branded residences, villas, and private clubs – continue to attract capital. STR data confirms luxury chain-scale average daily rates grew 5.7% in 2025, while mid-scale and economy segments saw near-zero growth.

Resonance’s findings reveal unexpected destination momentum:

Canada Rising: Canada now ranks as the #1 international destination for affluent U.S. travellers, narrowly surpassing Mexico. 

Among Top-10% households, 26% intend to visit Canada in the next 12–18 months; among the Top 1%, 34% do. Proximity, airlift, safety, and the ability to combine nature, cities, and culture within a single itinerary are driving demand, particularly from coastal U.S. origin markets where affluent populations concentrate.

Costa Rica gaining share from the Caribbean: Interest in Central America among Top-1% travellers has roughly doubled since 2019, with 18% planning to visit Costa Rica in the next 12–24 months, more than any single Caribbean destination. 

The Middle East is competing for “dream trip” mindshare among younger affluent travellers: Interest in the region among Top-1% travellers more than doubled from 6% in 2019 to 13% in 2025, with Dubai emerging as a center of gravity. Among affluent travellers aged 18–34, 26% intend to visit, a signal that younger cohorts are trading Caribbean familiarity for Middle Eastern novelty.