Industry News
2020: think 'Traveller Tribes'
Who travels today? Well, probably about everyone. Something that was once reserved for the fortunate few is now accessible to virtually everyone, and the quantity and variety of people (regarding spending power, reasons for travel, age, geographical origins) have increased tremendously over the past few decades.
Instead of trying to work a crystal ball, we commissioned a report on the social, economic and demographic travel and traveller trends for the next 15 years and found four main groups which we called 'traveller tribes'. These tribes do not represent a complete map of future travellers; they have been chosen because their distinct needs highlight opportunities for travel providers.
The four most important 'traveller tribes'
Active Seniors:
Active seniors, in 2020 aged between 50 and 75, will be far more affluent than an 'old-age pensioner' would be today. And as the global population ages, an unprecedented number of older people will be travelling.
Global Clans:
Global clans reflect the growth in global migration and the resulting increase in the number of individuals and groups travelling internationally to visit friends and family for holidays or to reconnect.
Cosmopolitan Commuters:
The group of individuals who will be living and working in different regions, taking advantage of falling travel costs and flexible work styles to improve their quality of life.
Global Executives:
These represent the most affluent of the four traveller tribes. In this group we find mostly senior executives of companies with international interests, normally travelling in premium class, and increasingly even by air-taxi or private jet.
Seize the opportunity!
Being forewarned helps you win battles. Knowing in advance what your customers are likely to do and to demand in the near future lets you transform a challenge into an opportunity.
Making preparations now for the traveller tribes that will soon expect your services to match their needs could well make all the difference between you and your competitors, with you gaining the advantage.
So what do you have to look out for?
Active Seniors: Even though this group will have higher disposable incomes and will be healthier and more active than previous generations of the same age, providers will have the opportunity to find ways to accommodate and service their increasing health needs while providing basic creature comforts against finite funds.
Global Clans: Global Clans are more likely to compromise comfort for cost savings than other travellers, but you could benefit not only by making this kind of group travel particularly attractive financially, but by thinking about ways to cater to the necessities of an entire family: young children, adults, and seniors - all travelling together.
Cosmopolitan Commuters: Travel-hub location, ease of booking and speed of check-in and security will influence their choices, and travel agents who can cater to those demands will win (and retain) their custom. Beyond speed and ease, however, travel providers will have the opportunity to offer the occasional leisure weekend for those commuters who need to relax a day or two after stressful meetings.
Global Executives: This group, used to the premium luxury experience, will expect top-quality, personalised service at all times. By fulfilling that expectation without needing to be prompted, travel agents have the opportunity to create a small but financially attractive niche business. Relaxation and down-time are also high on their list of necessities.
Four challenges, four opportunities. The future is beginning today.
