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Amadeus study reveals the future traveller

Amadeus study reveals the future traveller
April 28, 2015

A new industry report, detailing the way people will travel by 2030, identifies six types of future tourists, including one that will structure entire holidays around how shareable their trip is on social media.

Developed by the Future Foundation and released by Amadeus, Future Traveller Tribes 2030: understanding tomorrow’s traveller, identifies the six categories, or traveller tribes, as: social capital seekers, cultural purists, ethical travellers, simplicity searchers, obligation meeters and reward hunters.

Suggesting that travellers should not be segregated into demographic groups of age, nationality or income, Amadeus Asia Pacific President Angel Gallego explained “with Asia Pacific set to lead global travel growth through to 2030, it is particularly critical for all providers, buyers and sellers of travel in the region to truly understand these emerging ‘traveller tribes’.”

Social Capital Seekers will base their entire holiday around how shareable it is on social media and will rely heavily on peer recommendations to validate their travel choices.

Cultural Purists will seek holidays which force them outside of their comfort zone to experience an unfamiliar culture.

Travellers who choose holidays based on moral grounds and include volunteering or eco-sustainable activities in their trip are known as Ethical Travellers.

Simplicity Searchers will leave all the planning to a third-party and will seek bundled offers that ensure a safe and enjoyable trip.

Driven by a specific travel purpose, Obligation Meeters are travellers who have a limit on time and budget and will opt for smart technology to remove the hassle of travelling.

Finally, Reward Hunters are travellers who want to indulge in a premium holiday, rewarding them for the time and energy spent on their working life.

The research was conducted through interviews and workshops with industry experts and consumers from relevant markets including Australia, China, India, Indonesia, Japan and South Korea. It draws on consumer research by Future Foundation and takes a psychological approach to the idea rather than a demographic method.

Commenting on the findings, Future Foundation Director Nick Chiarelli said the research not only demonstrates the changes in the type of experience travellers will seek in the future, but also how they will engage and buy within the industry.

Chiarelli “over the next 15 years the desire to share travel experiences will be profound, and so too the impact of sharing on inspiration and purchase trends will grow.

“As consumers in developed markets approach a post-material era we expect a much greater focus on, first of all, experience, and second of all, ethics, both environmental and social, to significantly influence people’s travel choices and behaviours.”

In June this year, a complementary report will be released examining how the industry can cater to the needs of each of the six traveller tribes identified in the report.

Click here to view Future Traveller Tribes 2030: understanding tomorrow’s traveller.

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