In the ever-evolving travel and tourism landscape, staying ahead of the curve is crucial. With the rise of Artificial Intelligence, a growing emphasis on sustainability, and shifting personal priorities, understanding the future needs of travellers has become paramount for industry professionals. Amadeus, the leading travel technology provider, has delved into this realm with their groundbreaking research project, the Amadeus Traveller Tribes 2033. This global study aims to unravel the science behind planning for the future by examining emerging trends and traveller expectations a decade from now.
To conduct this academic research, Northstar Research Partners, in collaboration with Amadeus, surveyed a staggering 10,345 travellers across 15 key markets, including the UAE, UK, USA, India, and China. These participants answered an astounding 248,323 questions, generating an extensive dataset of nearly six million data points. This wealth of information served as the study’s foundation, further bolstered by insights from 22 domain experts, providing a robust and well-rounded analysis. The Institute for the Future, renowned for its expertise in forecasting future trends, devised the research techniques and methodology.
The research approach employed a multifaceted methodology. Travellers were questioned about their anticipated age, income, and family status in 2033 and encouraged to envision what life could be like in the future through written exercises. Additionally, they were primed with a detailed description of the factors that would shape travel in 2033. Notably, the study focused on understanding how individuals perceived others’ behaviour in the future, as it has been proven to yield more accurate insights, as demonstrated by research from the Centre for Decision Research at the University of Chicago.
The findings of the Amadeus Traveller Tribes 2033 research expose a significant disparity between the evolving nature of travel and the outdated lens through which we view travellers. Consequently, there is a pressing need for a fresh approach to segmenting travellers. By taking a long-term perspective on traveller behaviour, the study revealed enduring behavioural attitudes that can profoundly influence decision-making, providing a more accurate understanding of the future.
One of the key revelations of the study is the identification of four distinct Traveler Tribes poised to shape the future of travel. First, the “Travel Tech-fluencers” demand seamless and technology-driven experiences, such as leveraging biometrics for expedited airport processes. Unsurprisingly, this tribe includes business travellers who value efficiency and connectivity.
On the other hand, the “Memory Makers” prioritize crafting unforgettable experiences and exploring new destinations. They embrace technology as a means to relive and cherish their cherished memories. Meanwhile, the “Excited Experientialists” adopt a spontaneous approach to life, possessing moderate to high incomes, minimal commitments, and an insatiable curiosity to explore the world. Finally, the “Pioneering Pathfinders” expertly blends human connections with technological advancements to curate travel experiences. This tribe, characterized by above-average incomes, embodies a progressive and adventurous lifestyle while exhibiting a deep concern for sustainable travel practices.
Traveler Tribes 2033 transcends conventional demographic classifications such as age, gender, location, and socioeconomic status. Instead, it offers a groundbreaking psychological approach to segmenting individuals based on their innate traits, willingness to travel, and eagerness for adventure, all in the context of emerging technologies.
Armed with these invaluable insights, Amadeus is primed to collaborate with its partners and meet the evolving needs of travellers in the coming decade. By developing innovative solutions, Amadeus aims to enhance the travel experience and ensure it aligns with the expectations of these distinct Traveler Tribes.
To access the full report, visit www.amadeus.com/traveler-tribes. Additionally, take the quiz provided to discover which Traveler Tribe you belong to and embark on a journey of self-discovery in anticipation of the future of travel.
Written by: Don Power
