Many travel agencies primarily target the “luxury travel” market. However “luxury travelers” by no means constitute a homogenous market. Depending on life-stage, motivations, priorities and other factors, “luxury travelers” will be searching for different kinds of experiences in Hawaii and other vacation destinations. Cost rarely seems to be a primary motivating factor, but not simply because of higher income level. Most activities on land, sea and in the air on every Hawaiian island appeal to both affluent and budget travelers. In fact more than a few “luxury travelers” also tend to be budget conscious, by choice and obviously not necessity. Part of this perspective is based on their travel experiences in Hawaii which have proven that cost doesn’t necessarily determine the quality of experiences, a fact that makes Hawaii one of the most popular travel destinations across all demographics.
