Amadeus Identifies Traveler Tribes that will Develop in Next 10 Years
Amadeus, a leading provider of technology solutions for the tourism industry, recently commissioned a report defining the four new traveler profiles – Traveler Tribes – that will emerge in the next decade.
The third report in a series that launched in 2007, the Traveler Tribes 2033 global research study examines the future forces of change transforming travel, alongside emerging traveler traits, behaviors and preferences, to understand exactly what it is that travelers will want a decade from now.
“Travel is about the places we stay, the destinations we visit, the experiences we have… Our preferences as travelers continue to evolve, and this study gives us a glimpse into the future,” said Amadeus Hospitality President Paco Pérez-Lozao Rüter.
The report, administered by global research firm Northstar Research Partners, suggests many travelers will be open to new and emerging technologies and will want to travel in more sustainable ways.
But, according to the report, with some travelers concerned about the proliferation of technology and the increasing need for cyber-security and data privacy, the industry must work together to ensure all travelers benefit from technological advances.
“The challenge for the industry is to adapt to people’s changing preferences, ensuring that destinations and places deliver what travelers want,” said Pérez-Lozao Rüter.
The research findings allow Amadeus to explore five key questions when it comes to travel in 2033: What will it be like? How will travelers respond to future developments? Will this reaction be universal and consistent? Who are the Traveler Tribes of 2033 and where do we go from here?
Following are the four key Traveler Tribes likely to be dominant in 2033:
• Excited Experientialists
This group has a ‘try it and see’ approach to life and travel. Forty-four percent are without children and have a mid- to high-income job with flexible working options, which enables them to readily explore the world. They have a you only live once (YOLO) approach. They are more likely than other travelers to act on instinct, making them 2033s ‘anti-planners’, favoring less predictable and more exciting accommodation experiences. They are also open to technology that helps them ‘speed up’ certain aspects of their journey, with many expecting to use artificial intelligence (AI) in the airport environment.
• Memory Makers
This group takes a more simplified approach to travel: to make memories and visit places. Forty-four percentare aged 42 and over and are habitual in their travel behaviors. The future can be a daunting prospect for them. They put people first and place less value on technology and sustainability, reassured by existing methods. However, despite their skepticism about technology, they are excited about virtual reality (VR) and augmented reality (AR) preview tours with the majority expected to use VR tours before purchasing a trip.
• Travel Tech-fluencers
This group includes today’s young business travelers with a forward-looking perspective on life. Forty-eight percent of the group are under the age of 32 and their perspective is symbolized by how much technology they own. However, there is a discord when it comes to what excites and concerns them around the future of technology and travel. While many want to travel sustainably, it seems they are more conscious about sustainability options around their method of travel, rather than where they’ll be staying.
• Pioneering Pathfinders
Individuals in this group live a fast-paced life, always looking for their next adventure. Their life is in full swing with 82 percent between the ages of 23 and 41. They like to plan but are not afraid of risk and are open to new experiences. This group is more willing than others to let sustainability influence their decisions. They will also be very comfortable using all forms of alternative payment methods in 2033, whether via cryptocurrency or within a virtual reality environment.
The data in the report is based on an online survey conducted by Northstar Research Partners in August 2022 with 10,345 travelers from 15 countries (Australia, China, France, Germany, India, Indonesia, Japan, Mexico, New Zealand, Singapore, Spain, Thailand, UAE, UK and US) who are likely to travel internationally in the next three years and have traveled internationally at least once in the last year.
Take Amadeus’ QUIZ to find out which Traveler Tribe you are part of!