Social Capital Seekers

Social Capital Seekers

Social Capital Seekers understand that to be well-travelled is an enviable personal quality and their choices are shaped by their desire to take maximal social reward from their travel.

For a travel group such as Social Capital Seekers, the distinction between physical and virtual, authentic and inauthentic selves will be less clear.

Destinations in their case, are mostly selected based on social media opportunities.

Social Capital Seekers will have exploited the potential of digital media to enrich and inform their offline life, and vice versa, with such skill and expertise and to such benefit that they will develop a sixth sense for the social. This travel group will structure their adventures and guide their behaviours with their online audiences ever in mind and we can foresee a market for ‘clout-boosting breaks’, filled with consciously feed-friendly moments designed to help users increase their network influence.

This tribe will not only seek to travel ‘in order to have travelled’, a holiday for them will be seen as a must-share experience rather than one’s own private getaway… #Tribes2030!

Social Capital Seekers - 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.

Social Capital Seekers - Purchasing behaviour at a glance