IT was only a matter of time before someone decided to scrutinise the one thing that most of us look forward to each year — a long awaited vacation. Whether we’re travelling simply to explore new places, take in new sights, party it up or just to visit friends and family, Future Traveller Tribes 2030 — a new report done by Amadeus, a provider of advanced technology solutions for the global travel industry — has identified different traveller personalities and segments the industry can expect to emerge and become prominent over the next decade.
By 2030, more than 1.8 billion of us will travel internationally every year, and apparently, what motivates us will fall into six predictable categories. Among the startling forecasts presented by Future Traveller Tribes 2030 include people who apparently will make a decision on where to vacation based on how shareable the experiences are by how much “capital” they generate via social networks.
The research process involved interviews and workshops with industry experts as well as trend-spotting research with consumers in markets including Australia, China, India, Indonesia, Japan and South Korea. Taking a psychographic rather than demographic approach, the report draws on Future Foundation’s proprietary consumer research forecasts to identify six distinct traveller personalities.
“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,” commented Nick Chiarelli, director of Future Foundation.
It is rather daunting to realise that things like selfie sticks and camera phones that used to be novelties now has such a strong foothold in everyday use that travellers will soon base their destination plans based on how many “likes” and “shares” they are going to get on social media by posting these selfies.
On the other hand, it’s a comforting thought that there are still those out there who travel with the sole intention to discover the world, immerse themselves in the culture and bring home new experiences that could never otherwise be obtained.
To take a quiz to see which tribe you belong to, visit www.amadeus.com/tribes2030.
• Social Capital Seekers
People who will structure their holidays almost exclusively with online audiences in mind, relying heavily on peer reviews and recommendations to validate their decisions. A whole new market may open up based on “profile-boosting breaks”, filled with consciously feed-friendly moments.
• Cultural Purists
People who will look at holiday-making as a chance to immerse oneself in an alien — even uncomfortably so — culture, where enjoyment of the break depends on the authenticity of the experience.
• Ethical Travellers
Those who will make travel plans based on moral grounds, for example, decreasing their carbon footprint or improving the lives of others. They will often improvise or add some element of volunteering, community development or eco-sustainable activity to their holidays.
• Simplicity Searchers
Those who will prefer bundled offers, seeking to avoid managing too many trip details themselves. Holidays for this tribe represent a rare time in life to pamper oneself with the assurance of their safety and enjoyment.
• Obligation Meeters
Travellers driven by a specific purpose for travel, whether business or leisure, and thus have constraints on time and budget; they will seek smart algorithm-based technology that is able to remove the hassle of travel.
• Reward Hunters
Those only interested in indulgent travel. Many have come to crave something that represents an extraordinary reward or “must have” premium experience, a return on their hard-earned investment of time and energy in their working lives.
This article first appeared in The Edge Financial Daily, on May 7, 2015.