As we explore the findings from Traveler Tribes 2033, today I want to further investigate the Excited Experientialists, one of the four Tribes defined within the report.
As we explore thefindings from Traveler Tribes 2033 , today I want to further investigate the Excited Experientialists, one of the four Tribes defined within the report.
A footloose group, living for the moment, with minimal preparation yet an open-minded outlook, this Traveler Tribe represents both a challenge and an opportunity for the travel industry. While technology, including artificial intelligence (AI), is currently on the periphery of their travel experience, there is potential for us to educate Excited Experientialists on its benefits, without compromising their carefree spirit. At the same time, this Traveler Tribe still needs to be convinced on how travel can be made more sustainable in the coming decade.
Of all the Traveler Tribes, the Excited Experientialists caught my eye because they’re looking for a unique accommodation experience. Whether this means choosing a local brand or staying at an ecohotel, it’s important we listen and adapt so that we can provide the best possible journey and place to stay.
Let us take a closer look at the Excited Experientialists and investigate what changes they might bring to the wider travel sector.
The Excited Experientialists in 2023: YOLO - You only live once
While the traits that define the group come to life differently based on factors such as where they live and their life stage, Excited Experientialists generally tend to have a ‘try it and see’ approach. With middle to high incomes and fewer children, an absence of commitments allows them to explore the world. Changing jobs more frequently than other Traveler Tribes, learning languages and undertaking volunteer work, this Traveler Tribe seeks experiences over material possessions.
While they are aware of technological trends, this does not translate into ownership of the latest gadgets. At heart, this Traveler Tribe is living in the moment, acting on instinct; unafraid of ambiguity, the unknown excites them.
When they look toward 2033, this Traveler Tribe is unsure of what the future holds. While nearly a quarter think travel will be significantly different in a decade, half think it will be similar to travel today. Regardless, more than half are excited about the possibilities of what is to come.
Travel experience: Driven by a thirst for unpredictability
Transport
Traveler Tribes 2033 is designed to allow a better understanding of how traveler behavior will evolve over the coming decade, so that as an industry we can adapt and ensure we provide the best experience to the traveler of tomorrow. For Excited Experientialists, this means an openness to any new mode of transport – but the experience must be enjoyable, rather than simply focused on logistics. Swifter travel to destinations is a key aspiration for this group over the coming decade; whether this means seamless car rental pickups, digitally enhanced hotel check-ins or other improvements, speed is of the essence.
In contrast, sustainability plays a less important role for this Traveler Tribe. While they agree biofueled flights will be the best way to travel sustainably in 2033, more than a third support a limit on how many miles of international travel people are allowed – more than any other Traveler Tribe.
Planning
With a thirst for unpredictability, the Excited Experientialists are the anti-planners; they count on 25% fewer planning touchpoints than other Traveler Tribes. While some skip the planning process entirely, others realize the perfect trip does require some organization, with those that do using AI to get them to the fun part of a journey as quickly as possible. The downside of this approach for this particular Traveler Tribe is that AI couldmake trips more predictable and reduce the possibility of creating impromptu experiences.
Accommodation
Similarly, Excited Experientialists will look for less predictable and more exciting accommodation experiences – the standard hotel experience is not for them. This Traveler Tribe will likely seek local brands over global chains, and non-catered accommodation over the catered kind as they seek a novel and unique experience. The Excited Experientialists are the Traveler Tribe most comfortable with ecohotels not providing them with accommodation ‘essentials’ - for example, with a third willing to use the same sheets and towels for a week, if required.
Payments
The Excited Experientialist mindset also leads to a rejection of subscription services when it comes to payments. While there is a strong awareness of the method, with nearly half of the Traveler Tribe using subscriptions today across travel brands such as hotels, travel agencies and airlines, only a third are concerned in 2033. The reason? Subscriptions could tie them down and curtail the ability to act instinctively. For this Traveler Tribe, any new form of payment reaching fruition during the next decade should reduce admin time and allow them to get on with the fun side of traveling. Anything that gets in the way of enjoying their traveling experience, on the other hand, is to be avoided.
How can we win over the ExcitedExperientialists?
As we have seen, this Traveler Tribe has an instinctive and open mindset and thus offers the travel sector both a fantastic opportunity and a number of challenges. With an interest in future travel options, we will have a chance to win them over, but a single-minded pursuit of excitement might make this harder.
With an unpredictable evolution over the next decade, this Traveler Tribe will likely shun attempts to help them plan travel, seeing preparation as a route to predictability and not to improved trip experiences. We will have to work hard to overcome this. Excited Experientialists thus need our support in understanding how travel innovations can offer a better experience – without sacrificing the spontaneity they crave. We must also share that travel can be sustainable without being limited via a quota, while subscription payments do not mean routine.
Which Traveler Tribe are you?
As we saw above, Traveler Tribes 2033 works to segment travelers into one of four Traveler Tribes based on an understanding of their mindset. Does the description of the Excited Experientialists sound familiar? Do you fit the bill, or do you think you might identify better with a different Traveler Tribe? Perhaps even more than one?
We have developed a quiz to help you find out where you fit in, which you can take by clicking 'Take the quiz!' below.
If you want to find out more about Traveler Tribes 2033, the research we undertook, our wider ambitions for the project and a lot more, I’d encourage you tovisit thetheme pageor download thefull report .
Which Traveler Tribe are you?
TO TOP