Last updated: 03:35 PM ET, Thu April 23 2015

New Report Details Six Future 'Traveler Tribes'

Travel Technology | Amadeus North America | Ryan Rudnansky | April 23, 2015

New Report Details Six Future 'Traveler Tribes'

Photo courtesy of Thinkstock

Look back at the last 15 years, look at how much the world has changed, and imagine what our world will look like in another 15 years.

Now imagine what travelers will look like.

Major travel technology solutions provider Amadeus has tried to do just that with a new report, “Future Traveller Tribes 2030: understanding tomorrow’s traveller.”

The report, commissioned by Amadeus and written by The Future Foundation, identifies the six “traveler tribes” or segments that will emerge by 2030, combining interviews with futurologists and travel industry experts with a survey of travelers.

According to the report, six distinct traveler personalities will either emerge or become more prominent than they already are in the next 15 years. They include Simplicity Searchers, Social Capital Seekers, Cultural Purists, Ethical Travelers, Obligation Meeters and Reward Hunters.

Simplicity Searchers—perhaps the most prominent group in the future—will seek bundled offers and all-in-one itineraries to avoid mental stresses in trip planning. In an Amadeus poll of 800 U.S. consumers who traveled at least twice in the past year, the poll found that the majority (67 percent) of U.S. travelers aligned most closely with Simplicity Searchers.

The Social Capital Seekers of the world will travel in accordance with what their online audiences communicate, from the destination to the time of year. This includes taking “Klout-boosting breaks” to boost their Klout social media score.

Cultural Purists or authenticity seekers are determined to immerse themselves in just about any foreign land they can, even if it produces uncomfortable experiences.

Ethical Travelers will adjust their travel plans based on moral issues, such as eco-sustainability and community development. Examples including decreasing their carbon footprint and volunteering.

Obligation Meeters are efficient, mission-accomplishing machines, essentially. They don’t have much time and they have specific constraints on what they can spend, so they highly value algorithm-based technology to produce at warp speed (think: business-minded travelers or leisure travelers on a mission). 

Reward Hunters, not to be confused with rewards hunters, will spend heavily on premium and must-have experiences to reward themselves for their hard work in daily life. These are the people who work constantly and are always moving, but, in exchange, can spend more indulgently on themselves when it comes time for a vacation.

Amadeus also tried to get a handle on what the 1.8 billion or so international travelers in 2030 will desire as a whole.

According to Amadeus’ forward-looking survey, more than 45 percent of respondents said the best part of their most recent trip was the chance to simply unwind.

Nearly 43 percent said their in-flight guilty pleasure was to flip the “off-switch.”

Thirty-eight percent said they are most excited about mapping technology in the future, given its potential to pave the way for a more fluid trip.

And more than 25 percent said events often drive their destination choice.

“Looking back 15 years it is hard to underestimate how far the travel industry has come in terms of innovation, cost and choice for travelers,” said Julia Sattel, senior vice president of airline IT for Amadeus, via a release. “And yet now, as we look forward 15 years to 2030 it is clear that change will only accelerate. With this in mind, understanding the emerging ‘traveler tribes’ will be vital to all providers, buyers and sellers of travel in the coming years, in order to ensure the right investment decisions are made now, and to help facilitate and cater to the clear trend and demand in the industry for far greater personalization than ever before across the entire travel chain.”

Added Nick Chiarelli, director of The Future Foundation: “Our research shows not just that the type of experience demanded by travelers in 2030 will be different to 2015 but that the way travelers buy and engage with the industry is also set to change. Over the next 15 years the desire to share travel experiences will be profound, and so too the impact of sharing on inspiration and purchase trends will grow. As consumers in developed markets approach a post-material era we expect a much greater focus on, first of all, experience, and second of all, ethics, both environmental and social, to significantly influence people’s travel choices and behaviors.”

For more insights into the future, check out the below infographic from Amadeus or download the full report at

A second complementary report written by Frost & Sullivan—due for later this summer—will examine how the travel industry can specifically cater to the six traveler tribes.

Infographic courtesy of Amadeus


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