Four “traveller tribes” will define travel in the coming years, Christian Boutin of Amadeus told delegates at the world summit of travel agencies in Granada.
- Experimentalists: They seek experiences and emotions. Travellers who look for new things and don’t mind the planning. They follow their instincts. It helps to know that they don’t usually have many commitments and are open to spontaneous experiences.
- Memory makers: These are people over 40 years old who want to enjoy their trip with the people they like, creating great memories with them. They usually have average to medium-high incomes and value technology that helps them decide on their trip. They also seek extra value for the money they spend.
- Influencers: These travellers represent 15pc of the population and are conscious of sustainability, but most of their expenses are paid by companies. They have a medium income level and are willing to learn new things. They often hold mid-low executive jobs with potential for advancement.
- Pioneers: These are travellers who prioritize sustainability and are aged between 30 and 40. They have high incomes and are very environmentally conscious. About 50pc of them own electric cars. They are willing to pay more for sustainable and pioneering experiences while prioritizing their health.
These traveller tribes provide insights into the preferences and characteristics of different types of travellers in the future, Mr Boutin said.
“Usually, the experimentalists have children, high to medium incomes, and this allows them to make quick decisions about where they are going to eat, to sleep, etc. They have few commitments, and that is important.”
“Memory makersy make up 17pc of the cohort. A target group of people over 40 years old who seek to enjoy the trip with the people they like being with, want to create great memories with them. They have average to medium-high incomes. Moreover, they are delighted to see how technology helps them make decisions about their trip. They also want extra value for the money they spend.”
“Influencers represent 15pc of the cohort They are conscious of sustainability, but most of their expenses are paid by companies. They have a medium income level, with mid-low executive jobs and potential for advancement in the future. They are willing to learn new things.”
“Pioneers are sustainability advocates, aged 30 to 40, with high incomes and very aware of environmental issues. Around 50pc of this type of traveller owns an electric car. They are willing to pay more, but they want more sustainability and pioneering experiences, while also respecting their health.”
A”mong them, 44pc want to arrive at their destinations earlier, seeking more vivid memories of the journey, while 35pc are looking for sustainable travel options.”
Mr Boutin said everyone is demanding better payment methods, with 44pc expressing concerns about cybersecurity and data protection.
Over 36pc are worried about political instability, including uncertainty about the safety of travelling to certain destinations and potential bureaucratic obstacles.
