Reward Hunters use travel as an opportunity for mental, physical and indeed spiritual enrichment, cordoning off space and time for essentially self-centered activities.
Reward Hunters seek an enjoyable and rewarding experience out of any journey they make and a return on their hard earned investment in the office or their day-to-day lives.
In the next 15 years, the Reward Hunter tourist profile will be the energising audience for innovation in luxury travel. The truly extraordinary experience this travel group wishes to pursue helps individuals understand themselves better, stimulate themselves mentally, build themselves physically and ultimately, enjoy the very highest standards of travel and hospitality the world has to offer. This travel group can be said to be ‘spiritual travellers’.
Travel for this tribe will be seen as a well-deserved treat and will often mean a ‘retreat’ of some kind, something which will help alleviate the stress of a hectic working week. ‘Wellness’ therefore, is not only a reward, but a motivating factor for this tribe. Even though this tribe’s activities are focused on personal indulgence, it is not to say that these retreats are anti-social. Instead, motivation for Reward Hunters will mostly come from the connection to a closely-knit tribe of devotees to the higher purpose of self-improvement, where communities with similar goals assemble.
This being said, the essential goals of this tribe will remain personal and unique to each individual.
Reward Hunters - Purchasing behaviour at a glance
From a travel industry perspective, there will be value in looking beyond each tribe's definition in order to understand what motivates these different travellers when it comes to making a purchase. When is the best time to reach out to them with a personalised offer? How much contact do these traveller profiles expect or want, and which device is the best way to reach them?
Analysing the purchasing behaviour of each tribe will allow airlines and other travel providers to more effectively meet their needs.
The table below gives an overview of how this can be done. For more detail, please see the full report.
Reward hunters in the luxury travel era
Reward Hunters will be looking for a luxury experience that allows them indulge and pamper themselves. They will want something with a certain wow-factor - be it an enviable destination or spa experience, and they may seek a self-improvement aspect to their luxury trip. A high-end holiday to a cutting edge resort in Bali with exciting excursions and a wellness aspect would appeal.
Reward Hunters can be further segmented into a Luxury Traveller Tribe - see our report Shaping the Future of Luxury Travel to find out more