The New Premium Air Traveler: How Advisors Can Capture Higher-Yield Customers

Airlines are emphasizing premium traveler growth with flight and ground enhancements, loyalty programs, and differentiated onboard experiences. For travel advisors, this represents an opportunity to upsell based on changing traveler behavior and to ensure that their clients receive a better flight experience before, during, and after air travel. 

The increase in premium air products comes at a time when the luxury travel market remains strong, valued at $2.4 billion in 2025 and expected to reach an estimated $2.56 billion in 2026, according to Future Market Insights, Inc. “Air transportation is expected to lead the mode of transportation type segment due to strong use of first-class and business-class travel,” reports Future Market Insights.

Nearly half of Virtuoso advisors surveyed for the 2026 Virtuoso Luxe Report “foresee a slight rise in travel demand next year, with 18 percent anticipating a significant increase.” In addition, Virtuoso says that “spend per trip is expected to remain high, with 55 percent [of advisors] predicting a modest increase and 28 percent expecting spend to stay the same.”

Jason Lawenda, Co-Founder/CEO/Principal Travel Designer for Möbius Journeys in Chagrin Falls, Ohio, says his agency is “seeing travelers increasingly willing to pay for amenities that make the journey more comfortable, productive, and seamless.” He adds: “Reliable Wi-Fi remains a top priority, especially for clients who want to stay connected while traveling. Premium cabin features such as lie-flat seats, private suites with doors, and upgraded dining options are also in high demand, particularly on long-haul flights where comfort can dramatically impact the overall travel experience.”

The desired amenities relate to those on the ground as well, according to Lawenda. “Lounge access continues to be highly valued for the quieter environment, elevated food and beverage offerings, and smoother airport experience,” he says. “Ultimately, travelers are prioritizing comfort, convenience, and a more personalized experience, viewing air travel as an integral part of the trip rather than simply transportation from point A to point B.”

Kendra Thornton, President of Royal Travel & Tours in Winnetka, Ill. says, that her clients are also willing to pay more for comfort, flexibility, lounge access, connectivity, and personalization. “A better long haul flight experience in the upper cabins is making a big difference,” she says. “Clients are very picky about the airlines, seats, Wi-Fi and the inflight experience. We get a lot more questions today about the aircraft and inflight experience than we did five years ago.” 

Sell Experiences 

Sandra Kaspar, Director Sales Leisure, says that “demand for premium travel remains strong and sustained.” She continues: “Travelers increasingly value comfort and experience—especially on longer journeys. Premium cabins are now seen as an integral part of the overall trip, not just a flight segment.”

In terms of positioning, she adds that advisors can “frame upgrades as experience enhancements, not just seat changes. A better travel experience influences the overall trip and how clients rate their journey.”

She suggests that advisors “recommend starting the trip with a premium experience—such as upgraded outbound flight and maybe lounge access.” She continues: “Highlight tangible benefits: better rest, privacy, dining, lounge access, priority services, and arriving refreshed. Once clients try premium cabins, many view it as a meaningful upgrade rather than a splurge.”

Ruthanne Terrero, Director of Luxury Content for World of Luxury/Travel Weekly/Northstar Travel Group, agrees. “If an advisor is able to tell a client what it’s like to have priority boarding amidst a sea of travelers all vying to get on the plane, then to discover once on board that they have several more inches of leg room (this is a huge differentiator) as well as wider seats they will likely be able to upgrade the client,” she says. “Then add on what it’s like to be offered a bit of extra care in premium with upgraded amenities, cocktails and an elegant meal service and it’s a total no-brainer for the client to upgrade.”

She stresses that “airlines that are able to help advisors paint the picture for their clients about what it’s actually like to fly in premium seating versus coach will succeed.”

United has been making strategic investments to elevate the onboard experience for all customers through fleet innovation and enhanced onboard experiences, says Kaspar. (See sidebar for more details.) “Airlines like United are investing in premium cabins, elevated dining, more private seating and upgraded entertainment — including Starlink — the fastest Wi-Fi in the sky — for global connectivity.” she adds. “The aircraft is treated as part of the trip experience.”

Finding Premium Travelers

Kaspar encourages advisors who want to expand their premium air market to “look for customers already demonstrating a willingness to spend more—on hotels, dining, and premium destinations. These clients value quality and are open to upgrades that enhance their travel experience.”

She adds that today’s premium travelers are diverse. “While traditional leisure travelers aged 60-plus remain important, we’re seeing more Gen X and Millennial clients who prioritize experiences over possessions,” she says. “Many combine work and leisure, and there is a notable rise in solo women travelers. Celebratory trips—such as graduations and milestones—are becoming more frequent, turning ‘once-in-a-lifetime’ experiences into ‘once-a-year’ events. Once travelers experience premium travel, they often want to maintain that standard.”

Thornton notes that her agency’s premium travelers are “younger (30s, 40s, 50s) and they are eager to travel now versus waiting until they are retired like their parents’ generation.” She adds: “They have many places they want to see and are eager to create a plan to see it all over the next 5 to 10 years.” 

Look at the Routing 

Direct routing is another major selling point, says Lawenda. “Clients are often willing to pay more to avoid connections, reduce travel time, and simplify their journey. Airlines are broadening their networks with new destinations—United's additions of Nuuk, Greenland; Bilbao [in Spain]; and Bari [in Italy] are great examples.” 
He stresses that “while destination choices are expanding, flight frequencies and the overall number of flights on many long-haul routes appear to be trending downward, making advance planning more important than ever for securing preferred schedules and fares.” 

In terms of where clients are traveling to, Lawenda notes that his agency is “seeing clients continue to favor Southern Europe and Japan for long-haul travel, driven by exceptional hotels, rich cultural experiences, and strong value compared to some domestic luxury travel options. We're also seeing growing interest in emerging destinations such as Puglia in Southern Italy and Bilbao in Spain, as travelers look beyond the traditional European hotspots.”

Terrero says that “airlines are realizing that clients want to travel to off-the-beaten path regions aside from the iconic cities.” She adds: “We’re seeing more non-stop routes to Italy, Croatia and Spain where they can enjoy authentic experiences in destinations that are relatively untapped by the U.S. market.”

Sell Loyalty 

“Loyalty and premium are increasingly connected,” says Kaspar. “Advisors can leverage loyalty benefits to retain clients. They should emphasize long-term traveler value versus one-time bookings.” 

Members of United’s MileagePlus loyalty program, for example, can use money or miles to buy a paid cabin upgrade when there is space available. Those with MileagePlus Premier status can use their MileagePlus miles to easily upgrade to a better class of service. They receive opportunities for free upgrades and free access to United Economy Plus among their additional benefits. 

Bailey Lammon, a Sabbatical Travel Designer at B. Adventuras — powered by Fora Travel in Denver, says that airline loyalty programs are “definitely” connected to premium travelers’ decisions. “Four out of four Premium Economy/Business class flight bookings I recently made for repeat clients were all with the airline of the client's strongest preference,” she says. “Typically, they always remind me that they only want to fly with their preferred airline. Only one of those clients gave me two airlines to choose from for their flights to Hawaii and this is only because they don't live near a major hub and sometimes need to be flexible.”