Saturday, April 25, 2015
6 distinct traveller groups to emerge by 2030: Amadeus report
As travellers become increasingly empowered with the proliferation of technology and social media, six groups of travellers with distinct motivations and personalities will emerge by 2030, according to a new report released by Amadeus yesterday.
Angel Gallego, president, Amadeus Asia-Pacific, told TTG Asia e-Daily: “Travellers 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.”
The Future Traveller Tribes 2030 report identified six traveller types: “social capital seekers” who plan holidays based on online peer reviews and recommendations, “cultural purists” who seek authenticity, “ethical travellers” who make travel plans based on moral or environmental grounds, “simplicity searchers” who prefer bundled offers, “obligation meeters” driven by a specific travel purpose, and “reward hunters” interested only in indulgent luxury travel.
With these identified clusters, Gallego said: “It is now particularly critical for all providers, buyers and sellers of travel to start making the right investment decisions gearing towards these future traveller preferences.
“The amount of breadcrumbs that we as travellers are leaving behind in terms of clues and information that are digitally flying somewhere is more than ever before, but it is not tapped.
“There is a requirement of human intervention, such as artificial intelligence, which is a concept that allows you to know what a traveller wants at real time that is not thinkable at this point.”
As such, he said Amadeus will be using the findings with partners to explore a future travel experience that is “more personalised, connected and sustainable”.
By 2030, more than 1.8 billion people will travel internationally every year, up from 1.1 billion last year.