Meet Jon – an Ethical Traveller who’s conscious about his impact on the world

Karun Budhraja

Vice President, Corporate Marketing & Communications, Amadeus Asia Pacific

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Meet Jon. His travel plans mainly centre around his business in Corporate Social Responsibility and his own charity work. He loves to travel because it allows him to explore new destinations, get away from it all, and give something back to society. Based on our Traveller Tribes 2030 report, he’s an Ethical Traveller.

Amadeus Travel Lounge: Jon Full Episode

It is possible that, in 2030, travellers like Jon may avoid particular airlines and even some modes of transportation, because they will be concerned about climate change and the state of the planet. Many more will change their travel behaviours in some way as a concession to their conscience, taking the attitude that if they cannot offset their carbon footprint, then they may not set off to travel.

More likely Ethical Travellers like Jon will look to make low-scale alterations to their behaviours, cutting down on luxuries, while leaving their core habits unchanged. Very few will make some ethical objective the exclusive goal of their travel, but many will look to build or improvise some element of volunteering, community development or eco-sustainable activity into their holidays. Ethical Travellers will seek to bring their individual impacts on the world, political and environmental, as close to ‘neutral’ as possible.

These travellers will be able to measure their impact on every future portable device, receiving recommendations on how to reduce it and feedback on progress towards the eradication of their footprint. They will also demand accountability from their travel providers to demonstrate tangible results of corporate ethical claims.

The ethical principles amongst this tribe are not only environmental. They will understand that tourism boosts economies, and plan their travels with an investor or an altruist’s attention to the impact of their money. They may opt out of the big travel ecosystem to make sure that tourist spend is pumped directly into local economies, or direct their money towards emerging rather than developed markets.

Travel providers today should focus on environmentally friendly and economically sustainable services and carbon offsetting services to appeal to this tribe. Volunteering work bundled with a holiday could be appealing; any service that can be seen to ‘give back to the local community’ is a good fit. Much like Jon, ethical Travellers want to understand their impact on the world, and so simply helping this tribe compare and choose the least detrimental flight or service would meet a real pain-point.

Download a free copy of our Traveller Tribes 2030 report and have a look at some of the other Amadeus Travel Lounge videos for more traveller insights.


Asia Pacific, Research