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.