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With just under six million data points, Traveler Tribes 2033 allows us to compare future traveler attitudes and behaviors in major global markets. This piece will look at Europe’s four biggest outbound markets – UK, France (FR), Germany (DE) and Spain (ES).
A big disconnect emerges at the very top of the funnel when looking at which Tribes will dominate which market. The breakdown for the UK, France and Spain is, give or take, the same – but Germany is significantly different. Let’s explore these differences and similarities and the implications it has for travel companies looking to grow their business in Europe.
Mind the gaps
In the UK, France and Spain, the proportion of travelers identified as “positive about travel’s future, open to new technology” (Pioneering Pathfinders) is 10%, 9% and 11% respectively. For Germany, its much higher at 28%.
In contrast, only 45% of German travelers are identified as having a “distrust of technology”, who also tend to “eschew sustainability” (Memory Makers) compared with 72% (UK), 74% (FR) and 70% (ES) in the other three – another significant point of difference.
Elsewhere, there are slightly more Excited Experimentalists – travelers who are excited about travel’s future but fears AI will make it too predictable – in Germany (25%) than in the other markets (UK 16%, FR 16%, ES 15%).
Finally, balance is restored when looking at Travel Tech-fluencers (the Traveler Tribe excited about tech but concerned about cybersecurity and data privacy) – 2% of Germans, 2% of Brits, 3% of Spaniards and 1% of the French fall into this category.
Using the data to make a difference
Travelers were asked a set of generic questions, which add another layer of context to the findings. For example, the research showed that German travelers (irrespective of their Traveler Tribe) identified “the ability to pay using cryptocurrencies, facial recognition or VR” as the most exciting technology development they anticipate for 2033.
Spanish travelers were similarly excited about crypto and alternative ways to pay. French travelers were more enthusiastic about super-apps and data, while the Brits put crypto at the bottom of the list.
So, based on these findings, industry stakeholders can look to build potential market-specific business cases for 2023. For example, we can say that German travelers are more positive about technology in general and crypto in particular, more concerned about AI, and more committed to sustainability. So an eco-hotel, with mobile check-in and room keys, which can be paid for using cryptocurrencies, would do better targeting German outbound than the other three markets.
Similarly, airlines could plan to operate more flights to and from Germany using sustainable aviation fuel. In fact, the ability to travel more sustainably in 2033 is the German traveler’s second most exciting prospect (after crypto).
Market movements
What does the data say about the Brits, French and Spanish? With almost seven in ten travelers from each of these markets identified as Memory Makers, what if any are the points of differentiation which travel companies can uses to plan for 2033?
Brits are the most concerned of all four markets about travel being “unaffordable” in 2033, so does that mean that upmarket and luxury operators should allocate marketing resources away from the UK, or that price-led suppliers such as low-cost airlines and budget hotels will have success targeting these travelers?
The French travelers are excited about “apps which have everything needed to plan travel”. Across the fifteen global source markets looked at in the survey, they are the only one to put this innovation at the top of their list. Again, does that mean a startup, OTA or airline planning what we’ve come to know as a super-app should launch in France?
Spaniards emerge as the most social of the European markets, saying that the most important aspect of travel in the future will be who they travel with – again they are the only group around the world for whom this is top of the list. Suppliers need to think about how they can tap into this – how about guaranteeing that a family will sit together on a flight at no cost, or finding a tech solution to improve group planning and how that group trip is paid for?
Takeaway
TheTraveler Tribes 2033report is an important piece of research. Knowing your customer has been a mantra of the business world for decades, but the traditional demographic and socio-economic breakdowns of the past have a limited application in today’s world and that of the future. Thanks to the psychographic approach with millions of data points this research is built on, travel companies of all shapes and sizes from any sector will be able to identify within the report areas which talk directly to their future business needs.
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