This highly educated and cultured audience chooses travel as their first priority for their discretionary funds and leisure time. These highly active, wealthy frequent travelers have traveled by air a minimum of three times with the last 12 months or have requested information and expressed an interest online, by mail or phone for additional vacation information. This elite audience is able to travel often due to multiple factors regarding their professional and occupational position. Additional information regarding their dependent & financial status also contributes to their ability to travel frequently. This well traveled, astute audience indicates that it is attracted to non-touristy destinations. Double verified self reported data designates that they prefer foreign, exotic, and obscure locations where they can enjoy the culture and atmosphere of the location and region.