Following in the footsteps of my colleagues here at Amadeus, who explored Excited Experientialists and Pioneering Pathfinders , I’d like to further explore one of the four Traveler Tribes defined by our new Traveler Tribes 2033 research .
Following in the footsteps of my colleagues here at Amadeus, who exploredExcited Experientialists andPioneering Pathfinders , I’d like to further explore one of the four Traveler Tribes defined by our newTraveler Tribes 2033 research .
The Memory Makers are the least likely to reply on technology while planning or taking a trip, and they’re also the least sustainability minded. With these characteristics, they perhaps represent the most intriguing challenge for Amadeus and the wider travel industry over the coming decade. A challenge, in my role as head of Corporate Strategy for the company, that will be partially down to me and my team to solve.
How can we engage with this Traveler Tribe? What opportunities will there be to influence their behavior before 2033 and how resistant to change are they? Will the growing role of technology – particularly artificial intelligence (AI) – in our industry impact on their decision making, or will they maintain a more traditional mindset?
To answer some of these questions, we must begin with an understanding of who the Memory Makers are.
Memory Makers: Happy in our habits
This is one of the older Traveler Tribes, with nearly half of the Memory Makers aged 42 or over. Their motivations for travel are simply to travel the world and make memories. At the same time, the majority prefer technologies familiar to them, rather than emerging ones. Compared to other Traveler Tribes, these members are less likely to have changed jobs or sought out new vocational skills over the past year, while they may be on low- to medium-incomes.
Memory Makers are comfortable in themselves, with nearly three quarters happy being on their own. They put people first, placing more emphasis on who they travel with over other Traveler Tribes.
They do, however, focus less on the health of the planet, with 57 per cent saying sustainability does not dictate their decision making. More loss adverse than other Traveler Tribes, the future is a daunting prospect for some.
Planning
Distrusting technology and not believing organizations will use their data appropriately, only a third of Memory Makers want to see trips largely planned by AI by 2033. This Traveler Tribe is particularly mistrustful when it comes to emerging forms of data, with a similar number (only one in three) willing to share facial recognition or diary information to assist with the planning of trips.
Memory Makers do, however, appreciate recommendations.
Travel for this group is about making memories, so anything that guides them to a destination where they can make new memories is welcomed. For this reason, virtual or augmented reality are of interest. Given their low income and aversion to loss, justifying value for money is key – being able to explore a destination before they travel is therefore of great benefit.
Transport
Memory Makers see transportation as a means to an end, with less focus on the way they travel than other Traveler Tribes. As speed is of the essence – the prospect of arriving at a destination faster is the key motivation, reflecting a desire for simplicity and to get to the places where memories are made.
Sustainability does not impact on travel plans in a significant way, with large corporations expected to manage climate change, rather than individuals. Certainly not the Memory Makers themselves.
In terms of technology, a more automated travel experience is seen as an inevitability rather than the next incredible innovation. Where AI can make things more efficient, there is a grudging acceptance, but little anticipation.
Accommodation
Traveling in 2033, Memory Makers are likely to prefer rural accommodation to urban, looking for local hotels rather than global chains. These preferences will exist because the Memory Makers know that lesser-known accommodation forms can create better memories.
At the same time, Memory Makers are apprehensive about how larger hotel companies may push the boundaries of technology and will therefore be reluctant to share more intrusive forms of personal data, including biometric and facial recognition information.
Payments
The Memory Makers’ low engagement with technology means they will be less comfortable than other Traveler Tribes using cryptocurrency and facial recognition payment in 2033. But, on the positive side, if new payment technologies can make travel cheaper, there might be a willingness to explore the possibilities.
How can we win over the Memory Makers?
In short, the Memory Makers are cautious and conservative, but with glimmers of hope they could be more open to the incoming changes to travel. It’s in these glimmers of hope that we see opportunity. The Memory Makers are an exciting Traveler Tribe for my team and Amadeus to unpick and win over.
Their simple purpose, combined with their income levels, will mean that value for money will be more important to them than other Traveler Tribes. This also means that 38 per cent are most excited by the prospect of travel becoming more affordable in 2033.
They dosee some value in technology – for making memories and enabling better prices. They are also excited about getting to their destination faster.
Their disregard of sustainability will, however, be more challenging for us to overcome, but if we can communicate the link between a healthy planet and memory making destinations, this is the way to go.
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 overall behaviors and mindset. Does the description of the Memory Makers 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 to visitthetheme page or download thefull report .
Which Traveler Tribe are you?
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