1. ‘Affluent Leisure Travelers’ (ALTs) drive 81% of reported airport spend -  up to 19x higher spend than other demographics in the same markets 

2. ALTs are the biggest spenders on experiences such as shared use lounges (22%) and retail offerings (28%) 

3. 47% of ALTs use lounges with 55% holding lounge memberships 

An emerging traveler is redefining airport revenue - the Affluent Leisure Traveler (ALT). This group, making up 42% of the 10,300 global travelers surveyed who took at least two trips in the past year, accounts for 81% of all declared airport spend, driven by a desire for comfort, choice, and premium experiences. ALTs primarily travel for pleasure, spend more, and expect more. For airports, engaging this high-value segment could be the key to unlocking future commercial growth.

The latest edition of the Airport Experience (AX25) research from Airport Dimensions, the leading voice in airport experience innovation and traveler trends, unpacks on insights from over 10,000 regular travelers across 16 countries and lifts the lid on who the ALT is and how to win their hearts - and disposable income.

The Affluent Leisure Traveler tends to fly under the radar, but their profile is surprisingly relatable. On average, they are 40 years old, slightly more likely to be male (51%), and most commonly Millennials (45%), with a household income around 31% higher than non-ALT travelers. They also travel more frequently (28%) than other travelers. They aren’t typically ultra-high net worth travelers, but they value quality and choice, traveling more frequently for leisure and often blending their work into their trips. Their behavior reflects a growing global appetite for experience-led, self-directed travel - especially in dynamic markets across Asia and Latin America.

At a regional level, the US ALT spends an astonishing six times more ($186) than the non-ALT traveler ($42), rising in emerging markets such as Vietnam with ALT spending ($81) being nineteen times higher than non-ALT ($4). The spending profile also differs significantly, with ALTs distributing more of their spend across retail offerings and in pursuit of enhanced airport experiences. Together Retail (28%) and Experiences (16%) categories represent almost half of ALTs airport spend compared to only 16% of spend for non-ALTs (both retail and experience 8%). Whilst non-ALTs tend to focus their spend on essentials such as parking and transfers (together 25%) and eating at the airport (37%), ALTs place greater focus on enjoying the airport experience.   

As this high-value segment seeks out enhanced experiences and discretionary purchases, airports are urged to meet their expectations whilst delivering value for money - making it easier for ALTs to discover, access, and enjoy the services and experiences that elevate their journey.

A key part of that elevated journey is lounge access. 51% of ALTs are not only significant users of lounges, but are also highly engaged in membership programs representing 55% of membership, often tied to premium credit cards - reinforcing their association with higher overall spend. This group is also more likely to blend business and leisure travel, with 65% making Bleisure trips compared to 54% of non-ALTs, further underscoring their value as frequent, experience-driven travelers.

Stephen Hay, Global Strategy Director at Airport Dimensions, said: "What the AX25 research shows us isn’t just a shift in behavior - it’s a shift in power. The Affluent Leisure Traveler is no longer a niche group; they’re becoming the heartbeat of airport commerce. Their expectations are clear: seamless, enriching, and premium experiences that reflect the way they live and travel. Airports that recognize and act on this are the ones that will define the next era of passenger engagement."

As global travel accelerates and competitive pressure between airports intensifies, understanding the Affluent Leisure Traveler is no longer optional: it’s essential. Their outsized influence on spend and satisfaction signals a clear way forward for airports to move beyond transactional models and embrace a more tailored, experience-led approach. By prioritizing digital tools, adaptive services, and data-driven personalization, airports can position themselves as destinations in their own right - not just places to pass through, but places passengers choose to enjoy.