Four traveler groups to transform the airline sector according to Landmark report commissioned by Amadeus
"Future Traveller Tribes 2020" identifies four key consumer groups that will potentially change the type of services airlines offer and how they deliver them
Madrid, February 7, 2007 - Amadeus, a global leader in technology and distribution solutions for the travel and tourism industry, today released a major study, Future Traveller Tribes 2020, that defines who will be traveling in the future, which groups will potentially be most dominant, and the technology solutions that will facilitate their journeys and improve their travel experience.
Produced in partnership with Henley Centre HeadlightVision (HCHLV), a global futures consultancy, the Amadeus report examines major social, geopolitical, economic, demographic and technology trends to reveal four “traveler tribes,” or major emerging customer segments that will impact airline operations in the next 15 years: Cosmopolitan Commuters, Global Executives, Active Seniors and Global Clans.
Developed using significant research and input from travel, airline and technology experts, Future Traveller Tribes 2020 also reveals that technology must increasingly respond intuitively to people’s individual needs throughout their journey. This concept, referred to as the "humanization of technology," will be seen in key development areas such as trusted digital identities, integrated information systems, real-time/geo-relevant information and new communications technologies.
“Future Traveler Tribes 2020 is a rallying point for the entire air travel industry to discuss and prepare for what is coming down the pike,” said Robert Buckman, Director of Airline Distribution Strategies for Amadeus North America. “As the report indicates, airlines that master technology 'humanization' over the next decade or two will be well positioned to exceed customer expectations, build brand loyalty and drive profits.”
The Four Traveler Tribes
Future Traveller Tribes 2020 analyzes the impact of major international trends such as the globalization of business, politics, migration and tourism. These trends, considered alongside major consumer trends such as the growth in environmentalism and affluence, as well as greater demand for personalization and a search for health and well-being, resulted in the identification of the four groups:
1. Global Executives - “elite” business travelers that want a private jet-type experience; primarily from emerging, fast-growing economic markets
2. Active Seniors – the growing number of wealthy, healthy, older travelers who will travel for cultural and leisure pursuits
3. Cosmopolitan Commuters - those that live in one city but work in another, relying on air travel to commute
4. Global Clans - people who will increasingly use air travel to visit nationally and globally dispersed family and friends; driven by the explosion of global migration
“For the first time this report brings together major macro-trends, changes in consumer behavior and technology developments to paint a realistic vision of what groups of travelers will emerge in the next 10-15 years. We hope it will have a significant impact on how travel services are delivered in the future. It is essential that travel providers start to think seriously about how the needs of the traveler will evolve and what can be done to secure customer loyalty,” said Sian Davies, Chief Executive, Henley Centre Headlight Vision.
The role of technology in enhancing the customer experience
The "humanization of technology," which will reinforce ease of use and responsiveness, will be seen throughout the entire travel process from booking, through check-in, in-flight and at baggage collection. Potential technology developments that support the concept of humanization include: in the near term - SIM card identification, personalized destination information, mobile travel updates, digital concierges; and, in the longer term - digital memories, virtual reality glasses, RFID for both people and baggage and humanoid check-in kiosks.
Scenarios that have been explored in the report range from travelers having the ability to conduct virtual reality ‘walk throughs’ to familiarize themselves with the airport before they leave home, to the use of ‘sensing’ technologies to tell if customers are anxious at check-in.
For more information, or to read and/or download a copy of the report, please go to www.amadeus.com/travellertribes.
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About Amadeus
Amadeus is the chosen technology partner for providers, sellers, and buyers of travel. The company provides distribution, IT and point-of-sale solutions to help its customers adapt, grow and succeed in the fast changing travel industry. Customer groups include travel providers (airlines, hotels, car rental companies, railway companies, ferry lines, cruise lines, insurance companies and tour operators), travel sellers (travel agencies) and travel buyers (corporations and travellers). Solutions are grouped in four solution categories – Distribution & Content, Sales & e-Commerce, Business Management and Services & Consulting.
Amadeus has central sites in
The company is owned by WAM Acquisition, whose shareholders are BC Partners, Cinven, Air
More information about Amadeus is available at: www.amadeus.com
About
Henley Centre HeadlightVision provides intelligence, consultancy and research solutions to blue chip clients around the world. Our mission is to help our clients create better futures. All of our work is informed by our proprietary global knowledge base of trends and futures insights. We have a global footprint with offices in
More information about Henley Centre HeadlightVision is available at: www.henleycentre.com
