Who’s Sitting in First Class? The Demographics of Luxury Travelers

Flying in first class goes beyond just extra legroom and gourmet meals; it represents a lifestyle choice influenced by factors such as income, travel habits, and personal preferences.

A recent study conducted by YouGov, a global research data and analytics firm, provides valuable insights into who is most likely to be seated at the front of the plane and what motivates them to fly in luxury.

YouGov aims to deliver a continuous flow of accurate data and insights about public opinion, enabling companies, governments, and institutions to make informed decisions. With a highly engaged panel of 27 million respondents worldwide, YouGov ensures precise and actionable consumer insights that reflect a wide range of demographics and perspectives.

Who’s Sitting Where?

First class passengers are predominantly male (67 percent vs. 52 percent of non-first class fliers) and more likely to be Millennials (38 percent vs. 31 percent). “First class fliers are much more likely to have a higher income, defined as at least 200 percent of the median income,” says the research.

Geographically, they are more likely to hail from the West Coast, with California standing out as a major home base (20 percent of first class fliers vs. 11 percent of other fliers).

Photo: Courtesy of Avianca

Their personal lives also reflect notable trends: First class travelers are more likely to be married (55 percent vs. 50 percent) and parents to children under 18 (38 percent vs. 27 percent).

When it comes to LGBTQ+ representation, YouGov notes that “8 percent of gay men have booked a first class flight in the past 12 months compared to 4 percent of all heterosexuals, 2 percent of lesbians, and 3 percent of bisexuals.”

Booking Habits and Travel Motivations

First class fliers not only travel more frequently but also book differently than economy travelers. “While half of those who fly first class book tickets online via website, they’re also more likely than other fliers to visit a travel agent to buy tickets (21 percent vs. 9 percent) or to book directly by phone (23 percent vs. 12 percent),” YouGov states.

Photo: Courtesy of Finnair

They prioritize experience over cost, with top reasons for choosing a vacation destination including nightlife (28 percent vs. 16 percent), favorable weather (44 percent vs. 36 percent), and available activities (32 percent vs. 25 percent).

Conversely, they are less likely to be swayed by budget-friendly options, with only 24 percent citing cost as a deciding factor, compared to 34 percent of non-first class fliers.

Preferred Airlines and Destinations

When selecting an airline, first class travelers overwhelmingly prefer legacy carriers. “Delta, American, and United are the top three choices for first class fliers,” YouGov’s data shows.

By contrast, Southwest—which has the highest Purchase Intent among all U.S. travelers—does not attract premium passengers due to its single-class configuration and unassigned seating policy.

Photo: Allegris Business Class. Courtesy of Lufthansa

Their travel destinations also differ. First class fliers are more likely to head to California (11 percent vs. 8 percent) and Hawaii (8 percent vs. 3 percent) but are notably less inclined to visit Florida (11 percent vs. 17 percent).

Internationally, they prioritize luxury destinations like the Maldives (4 percent) over more common choices such as Canada (3 percent) and Mexico (4 percent).

Sustainability Views: A Divided Audience

Luxury travelers have strong but contrasting views on environmental sustainability. YouGov’s study segments consumers into five levels of environmental concern, noting that first class fliers are both more likely to be “Planet Protectors,” the most environmentally conscious group, but also more likely to be “Green Rejecters,” who are skeptical of climate change and sustainability initiatives.

Photo: Courtesy of United Airlines

This polarization presents a challenge for airlines seeking to balance premium service with sustainability messaging.

The Takeaway

First class travelers represent a unique demographic with distinct travel patterns, booking habits, and preferences. Their choices significantly influence airline strategies, including the design of premium cabins, route planning, and the development of loyalty programs.

Motivated by factors such as convenience, luxury, and exclusivity, these passengers are shaping the future of premium air travel.

Air France Business Class seating / Photo: Courtesy of Air France

As airlines strive to capture the loyalty of first class travelers, they must balance various priorities. These include providing personalized service and exclusive perks while also implementing sustainability initiatives that resonate with an audience that holds diverse views on environmental issues.

Moreover, the continued reliance on travel agents and phone bookings indicates that a high-touch service model is crucial in the premium segment. By understanding these nuanced preferences, airlines can refine their offerings and ensure they successfully attract and retain high-value customers who contribute significantly to the industry’s profitability.