A report commissioned by Amadeus and written by global consumer trends consultancy, The Future Foundation defines the six ‘traveller tribes’ or segments that will emerge by the end of the next decade. By 2030, more than 1.8 billion of us will travel internationally every year, and what motivates us as well as how we behave will be radically different to today.
By the end of the next decade, some people will purchase and consume travel experiences almost entirely on the basis of how shareable they are, or how much ‘capital’ they generate, via social networks. Another group of travellers will demand total simplicity and freedom from having to arrange their own travel by 2030, wanting as much as possible to be done remotely, by third parties.
The findings are based on interviews with leading futurologists, travel industry experts and travellers from across the world, including from six Asia Pacific markets. The research process involved interviews and workshops with industry experts as well as trend-spotting research with consumers in the relevant travel markets including Australia, China, India, Indonesia, Japan and South Korea.
“The traveller today has more power than ever before. They are increasingly complex, empowered, and no longer want to be siloed into demographic groups of age, nationality and income. By 2030, hyper-customisation will be the default expectation among many customers. 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’ and make the right investment decisions now to gear towards future traveller preferences. Amadeus is playing a leading role in driving the travel industry forward is are working closely with our customers and partners to deliver a future travel experience that is more personalised, connected and sustainable,” commented Angel Gallego, President, Amadeus Asia Pacific.
Nick Chiarelli, Director, Future Foundation stated, “Our research shows not just that the type of experience demanded by travellers in 2030 will be different to 2015 but that the way travellers buy and engage with the industry is also set to change. 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.”