By 2030, we could see six distinct traveller personalities.
HOGWARTS did it with Gryffindor, Slytherin, Ravenclaw and Hufflepuff. Then there’s the Divergent trilogy that introduced “factions” in a post- apocalyptic world. But don’t dismiss mass segregation as the stuff of fiction just yet. Not for the future travel scene, at least.
A new report suggests that there will be six distinct traveller personalities by 2030. They are Social Capital Seekers, Cultural Purists, Ethical Travellers, Simplicity Searchers, Obligation Meeters and Reward Hunters.
The findings – derived from the Future Traveller Tribes 2030: Understanding Tomorrow’s Traveller report – took a psychographic, rather than a demographic approach.
The reasoning? An increasingly complex and individualistic society, says Albert Villadolid, who is Amadeus Asia- Pacific head of South- East Asia. The travel technology company commissioned the report which was written by global consumer trends consultancy The Future Foundation.
“We defined the six traveller tribes based on clusters of the values, needs and behaviours we are already seeing today, and how the travel industry needs to engage with them over the next 15 years and beyond,” he offers via e- mail.
Social Capital Seekers tend to structure their holidays with online audiences in mind and rely heavily on peer reviews to validate their decisions. Cultural Purists want to immerse themselves in exotic cultures while Ethical Travellers will make travel plans based on moral grounds. Simplicity Searchers seek to avoid managing too many trip details themselves while Obligation Meeters are driven by a specific purpose of either business or pleasure. And Reward Hunters are only interested in indulgent travel with premium experiences.
Villadolid notes that these “tribes” are interlinked and overlapping as travellers will identify with more than one group, over time, depending on situation and context. But he understands if you’re taking all these with a pinch of salt.
“We acknowledge that very few consumers now, or in 2030, will identify with all of the characteristics attributed to any one tribe exclusively or absolutely,” he says.
At the same time, Villadolid says one should regard the emergence of these characteristics as a gradual progression of pre- existing traits found in today’s travellers.
“The future is always seen in the present. We do see evidence for the existence of these tribes already. What the report does is express our expectations for how the size and make- up for these groups will change over the next 15 years,” he offers.
Villadolid is positive the findings will bene- fit the tourism and hospitality industry in the long run. According to him, the report gives a striking insight into both traveller characteristics and how the industry needs to respond to the different travel patterns.
“For example, Social Capital Seekers need peer validation and decision via social networks, so we foresee the emergence of social media booking agents and customer service.
“Simplicity Searchers will be more open to intermediated travel, placing a premium on travel agents that can make the booking process simple. They are likely to be more interested in a cleverly packaged bundle of travel options than an itemised list of many detailed choices,” he explains.
“On the flipside, Cultural Purists are, on the whole, hostile to pre- planning, preferring instead to seek local experiences at their destination. We expect them to be more open to the sharing economy, perhaps preferring to stay with a local,” he adds.
This revelation, according to Villadolid, is an opportunity for travel operators to tap into a niche travel experience, such as trips that let people “eat, drink and sleep” like a local.
“We hope to inspire and inform debate, discourse and discussion across the travel industry around how we can prepare and better cater to travellers of the future,” he says.
Villadolid says the travel sector has to prepare for increasingly empowered travellers who wish to take more control over their holidays.
“Thanks to technology and further advancements in connectivity, travellers have a 360° view of the travel choices available. By 2030, hyper- customisation will be the default expectation among many consumers, and travel companies will need to recalibrate to adjust to this new reality,” he adds.
For airlines, this means the demise of simple segmentation, such as seating preference or travel class history.
“Instead, it is important that they think like a retailer and understand the complex and evolving personality traits of the traveller, providing tailored pricing, customer service and on- board experience,” Villadolid says.
He advises travel agents to build their image as trusted experts that truly understand their customers’ needs.
“Travellers will be looking for greater insights, advice and guidance in their travel choices. Simplicity Searchers and Reward Hunters will be their lifeblood,” says Villadolid.
“The industry will need to better appreciate how new consumer tastes and attitudes might disrupt and challenge the industry. They need to consider new product and service offers, especially based on personalisation, that will appeal to the emerging traveller segments.”