Amadeus projects 6 types of travelers by 2030


Global Trends point to the development of six distinct “tribes” of travelers, a solutions provider for the industry said.

By the end of the next decade, some people will be consuming travel experiences almost entirely on the basis of how shareable these are or how much capital is generated via social networks, said Albert Villadolid, head for South East Asia of Amadeus Asia Pacific.

According to the IT firm’s “Future Traveler Tribes 2030” study, these consumers can be classified under the following categories: social capital, cultural purist, ethical, simplicity searchers, obligation meeters and reward hunters.

“Travelers today have more power than ever before. They want to be recognized and served as individuals, not just as a demographic profile of age, nationality and income. By 2030, hyper-customization will be the default expectation among many travelers,” Villadolid said.

“For the travel industry, this signals a pressing need to truly understand these emerging traveler tribes and make the right investment decisions now to gear towards future traveler preferences.”

Social capital seekers, he said, will structure their holidays almost exclusively with online audiences in mind, relying heavily on peer reviews and recommendations to validate their decisions.

The cultural purist, meanwhile, will look at holiday travel as a chance to immerse in an alien culture where enjoyment depends on the authenticity of the experience.

The ethical traveler will base their plans on moral grounds, often adding some element of volunteering, community development, or eco-sustainable activity.

The simplicity searchers prefer bundled offers, seeking to avoid managing trip details and expecting to be pampered and assured of their safety.

Obligation meeters will be driven by a specific purpose, whether business or leisure, and will have time and budget constraints.

The reward hunters, lastly, will crave for extraordinary rewards or premium experiences as a return on their hard earned investment of time and energy in the work place.

“The more we understand the future, the better chances we have to shape it. Amadeus is driving this conversation and working closely with our customers and partners, including in the Philippines,” Villadolid said.

More than 1.80 billion people will be traveling internationally by 2030, Amadeus projected.


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