By 2030, forecasts predict there will be an extra billion people in the world, of which 20 per cent will be travelling. So who will be the travellers of the future and what will they want and expect from their travel experiences?
Future Traveller Tribes 2030, a report commissioned by global travel technology company Amadeus, and written by consumer trends consultancy The Future Foundation, reveals how the travel landscape is evolving and the types of travellers that are expected to rise in prominence during the next 15 years.
The free, downloadable report unveils six categories of “Traveller Tribes” that are set to emerge or grow based around traveller desires, needs and behaviours instead of traditional demographics such as gender or age:
1. Social Capital Seekers: Structure their holidays almost exclusively with online audiences in mind, relying heavily on peer reviews and recommendations to validate their decisions.
2. Cultural Purists: Look at time away as a chance to immerse themselves in a different – even uncomfortably so – culture, where enjoyment of their break depends on the authenticity of the experience.
3. Ethical Travellers: Make travel plans based on moral grounds, for example, decreasing their carbon footprint or improving the lives of others.
4. Simplicity Searchers: Seek ease and transparency and enjoy their vacations without the stress of organizing them. These travellers are eager for restful vacations and are happy to take bundled offers rather than managing every detail themselves.
5. Obligation Meeters: Driven by a specific purpose for travel, whether business or leisure, and thus have constraints on time and budget.
6. Reward Hunters: Primarily interested in indulgent travel, craving something that represents an extraordinary reward or ‘must have’ premium experience. These travellers seek a return on their hard-earned investment of time and energy in their working lives.
The comprehensive report findings are based on interviews with leading futurologists, travel industry experts and travellers around the world.
Travellers who want to find out what Tribe they most align with can take Amadeus’ short online quiz. An Amadeus survey of 800 U.S. travellers revealed that most respondents (67 per cent) identified with Simplicity Searchers.
The online quiz can be found at www.amadeus.com