Understanding what customers really want is crucial to any successful business. But imagine if we could go a stage further; if as an industry we could discover what genuinely shapes travel experiences, or measure what travellers value most and in turn how their expectations could and should be better met.
At Amadeus, we have long been committed to understanding the traveller: from the original traveller centric piece of research we conducted nearly a decade ago – our study Future Traveller Tribes 2020 – through to the significant and on-going work we undertake as part of the Amadeus Traveller Trend Observatory, where we conduct and collect research from around the world on emerging traveller trends. The reason we do this is that as we look to the next 10 to 15 years and beyond, arguably no group is better placed – or in fact more integral – to the continued evolution of our industry than travellers themselves. We are all travellers after all, and the inspiration constantly driving new exploration and adventure is what makes the travel industry so interesting, unique and ever-changing.
We commissioned Future Foundation to develop this study, Future Traveller Tribes 2030: Understanding tomorrow’s traveller, which seeks to identify those different ‘tribes’ or different traveller segments that will shape the future of travel through to the end of the next decade. Importantly, Future Foundation have moved this beyond solely demographic-based segmentation, instead taking a rigorous psychographic approach drawing on not just traditional labels but the personality traits, values, attitudes, interests and lifestyles of travellers, in the context of a truly globalised world. Rather than purporting to offer any kind of definitive view of the future, this report instead raises clear points for debate and discussion across the industry as we consider the next fifteen years.
Moreover in this study we are also actively seeking to understand and analyse how major parallel shifts in consumer demands, technology and society will culminate in new travel attitudes and behaviours.
At the same time, it is clear that within the increasingly complex and interconnected world of travel, a more sophisticated approach to merchandising and retailing is also required. But this is only possible when we know more about how travellers will behave in the future. Which is why in addition to this report, we have also commissioned a follow-up study that specifically explores how the industry can better match the needs of these new and specific emerging tribes, with a spotlight on airlines in particular, which will be launched later this year.
So whether, as this report identifies, your travel behaviour is influenced most by social media, ethical concerns, a desire for wellbeing, or reward and indulgence, let us all engage in debate, discourse and discussion as we consider how travellers will continue to drive transformation across our sector in the coming years.
Have a look at the infographic below and download the Future Traveller Tribes 2030: Understanding tomorrow’s traveller report here.