According to new studies from two blue-chip research sources, Ipsos Mendelsohn and American Express Publishing - the affluent are not only ready to travel -- they are frequently going to spend more on it. While the Ipsos study focused on intent and American Express Publishing on mindset, they both point to a surge in affluents taking to the road (Amex sees an increase of 6 to 8% in spending on all luxury categories). Interestingly, both studies agree on a positive attitude despite lingering concerns about the economy. Here's a look at the highlights of both 2010 studies.

LuxuryTravel 360 has long looked to the affluent as a burgeoning market in business and leisure travel, fueling growth in more affordable, common sense luxury - less glitz and glamour, but ready to pay extra for memorable family experiences and genuine local culture.

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Looking forward, we are focused on lessons learned during the Great Recession by smart luxury travel marketers and experts who shared their experiences –and their counsel—in LT360 columns and stories during these challenging times.

Senior Editor Harvey Chipkin and I have used boldface black—a hopeful color for the coming year—to highlight smart marketer themes, actions, and adaptations below that will pay large dividends going forward.

Read Luxury Leaves 2009 Behind, Looks Ahead to 2010 for more information. 

In today's commentary we share thoughts from a recent conversation with Mary Gostelow, editor of KIWI's online WOW Report. They don't say "Affluent", but they sure point to a more sensible, and comfortable travel culture to come:

•  Everybody was using luxury for everything. We've been living in a time of growing excess which was not really necessary. Why should bedrooms get bigger and bigger? Why should the thread count of sheets get higher and higher? Who cares? Does anybody even know what thread count means? Why should one hotel's terry bath towels get thicker and more sumptuous than anybody else's? You know, it was as though everybody was going for the Guinness Book of Records the whole time.