The thirst for ‘rewards’ from travel will grow as awareness deepens amongst the global citizenry that urbanisation, increasing working hours, solitary living, and technological dependency all contribute to giving more of ourselves to our daily lives.
The experience of the Reward Hunters ties into a broader trend in what many now ask for from their leisure. Many have come to crave something that represents a reward experience, a return on their hard earned investment in the office or their day-to-day lives. This could be wellness-driven such as incorporating a high-end spa experience as part of a mini or City break. But it could also be something much more spectacular and different such as flying by private helicopter to a music concert which happens to be taking place in a different country tonight.
Reward Hunters will be the energizing audience for innovation in luxury travel over the next 15 years. Travel will be seen as the well-deserved but frequent treat or even the gateway to life-affirming experiences than transcend the everyday routine.
Because this tribe’s ideal travel experience is focused around having earnt the right to indulge, they want very little to no personal effort to be expended creating the experience. We can expect a greater reliance on concierge services, personal assistants and outsourced travel management from ‘fixers’ that are able to just make it happen at the drop of a hat.
Much of what drives the Reward Hunter is the indulgence of being unique, having an experience others do not. At the airport this is likely to result in an increasing drive toward VIP experiences, being taken directly to the aircraft, without the check-in, baggage or security process and accompanied by a personal escort. This tribe will seek to mimic the treatment politicians and royalty experience when at the airport today, by-passing the standard processes most are familiar with.
Reward Hunters will be pathbreakers when it comes to biometric data sharing, and will drive demand for physiological forms of identification. Not only will they understand that biometric solutions will improve check-in times, all the while allowing them to go ‘paperless’, but the fact that they habitually track their fitness data will help them to overcome a ‘squeamishness’ over the brand use of their real time vital signals, which may inhibit the consumer reception of what is already a technologically-advanced and relatively effective form of personal identification.
Interested in learning more about the travel behaviours of Reward Hunters? Check out our Traveller Tribes 2030 report.