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What will define the travel purchasing behaviour of Obligation Meeters?

Patricia Simillon

Head of Strategic Marketing, Airlines, Amadeus IT Group

Obligation Meeters uniquely balance freedom and restraint and their travel dates and locations are primarily predetermined by work, family, religious, or holiday commitments. Based on their unique profile and characteristics from the other five tribes they will seek to learn, or be guided, to understand the options available to tailor their travel and achieve the best experience.

Obligation Meeters require the most personalisation of any of the tribes, due to limited flexibility and specific pre-defined travel requirements. Without a high degree of customer relationship management data, a travel provider will risk poorly timed and irrelevant service offerings.

Unlike the other tribes, they have a value-system from which it is relatively easy to infer preference; this tribe does not have a core value, rather, they have an objective. The motivation to travel is different for every traveller, and so an inference is extremely risky. A traveller could stopover to watch a sporting event on a Saturday, travel on Sunday afternoon and arrive in time for a Monday morning business meeting.

Paying More to Eliminate Anxiety

The core pain point for this tribe is timing anxiety and Obligation Meeters will be prepared to pay extra to remove anxiety. This can be done in a similar way as for Simplicity Searchers, by taking care of the whole travel journey. This should involve autonomous or connected cars, allowing the airline to manage all timings and guarantee the traveller will arrive at their intended obligation on time and prepared.

This tribe is time-poor and they do not want to go through the hassle of discovery and research. They will be open to à la carte offerings and want to fill time around their obligation. They would value a service that suggested the best restaurant or bar based on their preferences and location.

A personalised bundle will be exceptionally valuable to this tribe, if airlines and travel providers can do this effectively. It will be complicated to offer experiences that enable the traveller to meet the obligation and another set of needs at the same time, but the rewards will be worth it.

Have a look at our Traveller Tribes 2030 reports for more insights about Obligation Meeters.

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