This audience is highly successful, affluent, with money to burn. With many coming from the executive ranks, running their own business or Australia’s entrepreneurial start-ups. They value high quality goods built on a platform of authenticity, longevity and sustainability. They have a hunger to indulge their passion for exquisite food and wine, top of the range luxury cars and the latest in-home entertainment systems. They are fashionable and focus on looking good with high levels of spend on beauty, latest health trends and the desire to reverse the aging process. This audience will always travel in business class on a premium airline.