Travellers who enjoy staying at boutique hotels are not defined by age or even income, as much as they are by expectation and attitude. That is one of the key findings in a new report that breaks down the specific booking and travel behaviours of millennial and baby boomer travellers within this fast developing sector.

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The whitepaper from The Guestbook, which helps independent hotels increase direct booking conversions and net revenue through a cash back scheme, surveyed 1,031 Americans over the age of 25 with a household income above USD75,000. It focuses on the millennial and baby boomer categories, which account for around half of the US population, but a greater share of its spending.

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‘Understanding Boutique Aficionados’ highlights that this market of travellers mainly travel to relax (33%), but are also influenced by good food (28%), adventure (27%) and connecting with family (27%). They travel to learn and experience new things (36%), enjoy good food and drink (17%) and want to change their perspectives (16%).

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