the age of traveller power€¦ · obligation meeters a _ the time-bound nature of their travel...

The Age of

Traveller

Power

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Confidential

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The Golden Age of Travel

The Age of Mass Travel

But what about today?

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The Age of

Traveller Power

Welcome to

The traveller has more power than ever before

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Whitepaper

Future Traveller

Tribes 2030


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The World in 2030

Demographic and economic landscape _ There will be an extra 1 billion people in the world: 20% will be travelling

_ Ageing societies: By 2030 the median age of the global population will rise from 29.6 to 33.2 years

Consumer landscape _ Social media will approach saturation point, at 80-90% worldwide; online

social capital will be readily quantifiable

_ Ethical concerns will have a substantial impact, but only on a small, dedicated group of travellers


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The World in 2030

Technology landscape _ Automation will be deeply embedded, as technology strives to create the

human service experience

_ There will be widespread use of immersive, try-before-you-buy experiences using technologies eg. Oculus Rift.

The Outlook for Asia Pacific _ Asia Pacific will be the growth leader in

outbound travel spend over the next decade, overtaking Europe by 2023

_ By 2030, almost half (49%) of all passenger traffic globally will be within the APAC region or between APAC and the rest of the world, up from 37% today

_ Rebalancing of global power: China will surpass the US as the world’s biggest economy by 2030


_ Commissioned by Amadeus, produced by the Future Foundation

_ Future Foundation’s 60 ‘nVision’ consumer trends refined to 25 based on relevance to travel and importance to consumers in 2030

_ Further evaluated and re-grouped into 10 focus areas

_ Validated and characterised through:

• ‘Trendspotter’ research conducted in 12 markets – half of them in APAC

• In-depth interviews with 4 travel experts and 5 senior Amadeus staff

_ Following a final workshop, narrowed down to final 6 tribes

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Research Methodology

Spain

Germany

United Arab Emirates

USA

Brazil

Russia

South Korea

China

Indonesia

India

Japan

Australia


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Future Traveller Tribes 2030


Simplicity Searchers

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_ They will want as much as possible to be done remotely or by third-parties

_ They will want options to be laid out before them in simple and transparent formats

_ They will not insist on managing every little detail of their break on a granular level, but use third parties and systems to simplify their choices into traditional packages, or “bundles” of choices

_ Many millions of new travellers from emerging markets will fall within this category

_ This tribe is happy to exchange personal data for simplicity benefits

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Obligation Meeters

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_ The time-bound nature of their travel impacts how they behave

_ They are looking for low-hassle, efficient booking options and are open to intelligent cross-selling

_ This group will want technology to smooth the travel process and ensure the objective of their trip is met, for example, by 2030 smart algorithms will take the hassle out of disruption

_ As data systems become more powerful and more efficient the more input they receive, frequent travellers will be incentivised to remain loyal to providers by services delivered based on a greater understanding of the customer

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The Ethical Traveller

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_ Most likely, they will look to make low-scale alterations to their behaviours, cutting down on luxuries all the while leaving unchanged core habits and patterns

_ Some will use social networks to organise group travel with the aim of reducing their individual carbon impact

_ Their understanding of the impact of different modes of travel eg. Air travel carbon footprint, will boost high speed rail and other relatively eco-friendly options

_ The ethical principles amongst this tribe are not only environmental: they may avoid flashpoints of geopolitical conflict or countries governed by disagreeable regimes

_ They will understand that tourism boosts economies, and plan their travels with an investor or an altruist’s attention to the impact of their dollars


Cultural Purists

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_ Their enjoyment of the break depends on the realism of the experience brands can create for consumers of being a true-born native

_ Hostile to pre-planning, preferring instead to follow gut feeling, or use services that quietly and ambiently inform or guide

_ They will value impulsiveness and experimentation, making them less responsive to propositions

_ This tribe is more disposed to using sharing economy suppliers

_ Preference for ‘local’ may mean that they choose smaller airlines servicing secondary airports

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Social Capital Seekers

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_ This tribe seeks to gain social capital by sharing their travel experiences at every opportunity e.g. destinations are selected based on Instagram opportunities

_ Peer-validation decision-making of destination and travel provider choices will be conducted via social networks

_ We can foresee a market for “Klout-boosting breaks”, filled with consciously feed-friendly moments designed to help users “top-up” their network influence

_ We foresee social media booking agents – travel agents go social – and third party expert researchers will be a common conduit to purchase

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Reward Hunters

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_ A premium is set on extraordinary ‘must have’ experiences which promise to help us understand ourselves better, stimulate ourselves mentally, build ourselves physically and, ultimately enjoy the very highest standards of travel and hospitality the world has to offer.

_ The Reward Hunter will be the energising audience for innovation in luxury travel over the next 15 years.

_ Will place a focus on truly extraordinary experiences and will often travel solo. By 2030 20% of all global households will be singletons.

_ Will be pathbreakers when it comes to biometric data sharing

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Str

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CONFIDENTIAL

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the age of traveller power€¦ · obligation meeters a _ the time-bound nature of their travel...

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