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Defining the purchasing behaviour of a Cultural Purist

Patricia Simillon

Head of Strategic Marketing, Airlines, Amadeus IT Group

Our Future Traveller Tribes 2030 reports identified a set of six traveller tribes – each with an inherently different set of characteristics. Why does this matter? In a world where travellers’ motivations for travel are becoming increasingly heterogeneous, travel players need to understand what makes each of these tribes tick, and more importantly – their purchasing behaviour – if they are going to truly benefit.

Cultural purists are inspiration-centric when it comes to purchasing travel. They take great pleasure in doing the searching themselves, taking stimulus from different forms of lifestyle media (TV documentaries, YouTube, Vimeo, user-generated travel videos).

 

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Imagine this – you are looking at hiking trips to the Great Wall of China, and nestled within the plethora of standard offers one catches your eye – an invitation to round off the visit with a meditation class atop the Great Wall. This is an example of a company that really understands this tribe’s needs.

In a nutshell, the Cultural Purist likes to be embedded in the local culture and “to do as the locals do” for the duration of their trip. They will completely detach themselves from their life back home and will not want any interruptions that may bring them back to reality.

You can find out more about the purchasing behaviour of Cultural Purist by downloading Future Traveller Tribes 2030: Building a more rewarding journey.

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