A report published this week analysed how and why people will travel by 2030 and identified six ‘traveller tribes’, from simplicity searchers to reward hunters.
The Future Traveller Tribes 2030 study, commissioned by Amadeus and written by global consumer trends consultancy The Future Foundation, identified the different traveller personalities and segments the industry can expect to emerge over the next fifteen years.
Click here to find out which tribe you belong to
Amadeus said the research process took a psychographic rather then demographic approach to identify the six traveller personalities:
Social capital seekers will structure their holidays almost exclusively with online audiences in mind, relying heavily on peer reviews and recommendations to validate their decisions. A whole new market may open up based on “Klout-boosting breaks”, filled with consciously feed-friendly moments
Cultural purists will look at holiday-making as a chance to immerse oneself in an alien - even uncomfortably so - culture, where enjoyment of the break depends on the authenticity of the experience
Ethical travellers will make travel plans based on moral grounds, for example decreasing their carbon footprint or improving the lives of others. They will often improvise or add some element of volunteering, community development or eco-sustainable activity to their holidays
Simplicity searchers will prefer bundled offers, seeking to avoid managing too many trip details themselves. Holidays for this tribe represent a rare time in life to pamper oneself with the assurance of their safety and enjoyment
Obligation meeters will be driven by a specific purpose for travel, whether business or leisure, and thus have constraints on time and budget; they will seek smart algorithm based technology that is able to remove the hassle of travel
Reward hunters are only interested in indulgent travel. Many have come to crave something that represents an extraordinary reward or ‘must have’ premium experience, a return on their hard earned investment of time and energy in their working lives.