Simplicity Searchers value above everything else transparency and seamless travel in their planning and holidaymaking, and are willing to outsource their decision-making to trusted parties.
This travel group will want options to be laid out before them in simple and transparent formats and will be happy to exchange personal data for simplicity benefits.
For this tribe, holidays are a rare occurrence and represent a time in life to pamper oneself. Challenging oneself is not a priority. They will not insist on managing every detail of their break but will use systems and agencies to simplify their choices into traditional packages, ones which offer the ability to dip a toe in the waters with the assurance of their safety and enjoyment, as well as a structure for their experience in place.
There is a paradox to this tribe because they may want nothing more than escape, rest and rejuvenation to forget home life and its worries as far as possible, but true ease relies on home comforts. Simplicity Searchers may be money-rich and time-poor and may feel burnt out by their busy lives.
This tourist profile will often avoid immersing themselves in different cultures or broadening their horizons. What is ideal to a member of this tribe is that ‘switch off’ mode they can turn on, done so in a safe and comfortable manner.
For this tribe, there is beauty in simplicity.
Simplicity Searchers - 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.
Simplicity Searchers in the luxury travel era