Expectations for what we thought we wanted from travel, and even our lives more broadly, have been shaken and reshaped over the last three years. Personally, I’m happy to be back planning family holidays and work trips but, with a shift in mentality and priorities, it felt like the right time for us to look at how traveler behavior stands right now and how it might change in the future.
Expectations for what we thought we wanted from travel, and even our lives more broadly, have been shaken and reshaped over the last three years. Personally, I’m happy to be back planning family holidays and work trips but, with a shift in mentality and priorities, it felt like the right time for us to look at how traveler behavior stands right now and how it might change in the future.
We have long advocated the Traveler Tribes approach as a way of anticipating the future. Our previous two reports, launched in 2007 and2015 respectively, focused on the ‘humanization of technology’ in travel. They identified electronic traveler identification, biometrics, super apps, social media and smart technologies as key drivers of transformation – all of which are present in our lives today.
This year we decided to revisit the concept andrun a major new investigation into the future of the travel and tourism industry – Traveler Tribes 2033. Let’s see what the latest research tells us about travel in ten years’ time.
About the report
The work, which welcomed input from more than ten thousand travelers in 15 countries and 22 experts from different fields, seeks to anticipate the evolution of our sector over the coming decade. It is our ambition to deepen our understanding of their attitudes, motivations, and the way they’ll travel.
The reason is simple: by understanding the changing traveler, we – Amadeus and the wider travel sector - will be better prepared to offer travelers the best experiences possible in ten years’ time.
What makes our research different?
At Amadeus, we understand travel provides opportunities for adventure, exploration, and growth. Packing a suitcase and embarking on a journey speaks to our desire to expand our horizons.
While we acknowledge this near-universal trait, we also understand that every traveler is different, that each trip is unique, and no two experiences are the same. This is why we commissionedNorthstar Research Partners to help us understand the complex behavior of travelers as part of the Traveler Tribes project. Over the past year, the independent insight agency has deployed three distinct forms of cognitive diversity – methodological, expert, and cultural – to develop a well-rounded understanding of the traveler of 2033.
External influences play an important role in the research. To understand how traveler behavior might change, we considered the impact of political instability, demographic change, the pandemic and sustainability. Looking specifically at technology, we explored how open or averse the traveler of the future will be to advancements in artificial intelligence (AI), virtual reality (VR), fintech innovation and data usage for personalization.
This understanding was used to segment travelers into the four Traveler Tribes that will emerge over the next ten years. Traveler Tribes 2033 is different as it seeks to simplify the complex. The research explores the forces of change and identifies the shifts taking place in our world. It understands how travelers are evolving and looks at the developing role of technology.
Introducing Traveler Tribes 2033
The research findings allow us to explore five key questions when it comes to travel in 2033. What will it be like? How will travelers respond to future developments? Will this reaction be universal and consistent? Who are the Traveler Tribes of 2033 and where do we go from here?
Traveler Tribes 2033 identified four broad Traveler Tribes:
- Excited Experientialists have a “try it and see” approach to life, with mid- to high-income and few commitments, they are well positioned to explore the world.
- Memory Makers are comfortable with themselves, putting emphasis on people and on-trip experiences, but with less time for sustainability.
- Travel Tech-fluencers are the young business travelers of today. Currently on modest incomes, they are confident it will rise as they travel the world in search of opportunity.
- Pioneering Pathfinders are on above-average income, which lets them live a progressive, fast-paced life, always looking for their next big adventure.
Of course, there is much more detail in the full report where we dive into their preferred ways to travel and choices of accommodation as well as views on technology and sustainability. You can access thefull report .
I, personally, fall into the Memory Makerstribe. Spending time with my family, in some of the most beautiful places on earth is what drives my desire to travel. I tend to live for the moment, using technology wherever possible to guide me to my destination to make new memories with those I love.
The short video below helps bring to life our four Traveler Tribes:
What comes next
The Traveler Tribes identified have a unique value for the travel sector. By understanding them we can prepare now and invest in the technology that improves how they will travel in 2033.
In upcoming blog posts, we will explore each of the four Traveler Tribes in more detail, sketching what travelers from each Traveler Tribe may look like.
Curious to find out which Traveler Tribe you belong to? Take theTraveler Tribes 2033 quiz by clicking on the button below.
Which Traveler Tribe are you?
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