Meet Shinu – a family traveller who values convenience above all

Karun Budhraja

Vice President, Corporate Marketing & Communications, Amadeus Asia Pacific

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Meet Shinu. She’s a mother-of-one living in Perth, away from her home country. Shinu usually travels to visit family and spend quality time with them. Based on our Traveller Tribes 2030 report, her dominant Tribe would be Simplicity Searcher, closely followed by Obligation Meeter.

Amadeus Travel Lounge: Shinu Full Episode

Both these tribes share characteristics around avoiding hassle.

For Simplicity Searchers, convenience is vital. They value ease and transparency in their travel planning and holidaymaking. They are willing to outsource their decision making to trusted parties to avoid extensive research themselves. Simplicity Searchers want options to be laid out before them in simple and transparent formats. They could also be largely indifferent to engaging with different cultures or broadening their horizons. In Shinu’s case, this is where her Obligation Meeter tendencies come in - she primarily travels to visit family and that is where her main focus lies.

Personal and family expectations

Travellers like Shinu will expect extremely high levels of personalisation and consider simplicity to be a reward for which it’s worth giving up personal data. Simplicity Searchers will be most open to tailored offers aligned to their requirements, especially from a trusted brand or supplier who can provide the perfect package to suit their needs, for example interconnecting rooms for a family of five.


The best time to reach this tribe is during the inspiration and shopping stages of the journey, as their interest in additional services will decrease after they have booked their trip. In fact, individuals belonging to this tribe could be irritated by intrusive offers after booking. Simplicity Searchers want everything to be simple, and a single channel to buy everything: a ‘one-stop-shop’ where purchasing is frictionless.

Want to learn more about Simplicity Searchers, Obligation Meeters and other emerging traveller tribes? Download our Traveller Tribes 2030 reports and check out some of our other videos at the Amadeus Travel Lounge.


Asia Pacific, Research