Most of us enjoy playing guessing games, thinking: What will my life be like in 15 years? The same is true in the tourist sector. It is a field that is so changeable that what is the norm today is obsolete tomorrow. However, some are already daring to claim that by 2030 travellers will be classified by tribes rather than segments.
This is the case of Amadeus; this technological provider has released a report called “Future Traveller Tribes 2030”. Their research predicts that travellers will be even more connected than at present and will be classified into six well-differentiated groups or tribes:
1) Those in search of social capital. Their holidays are structured, almost exclusively, taking into account their network contacts, they rely on their opinions and recommendations when making their decisions, they also take into account any possibilities of increasing and enriching their social capital, which should be understood in this context as the level of cooperation of the consumer within the collective; the value they add and what they receive. This will give rise to a totally new type of travel market, designed specifically to increase online relevance, intentionally plagued with opportunities to interchange experiences on the social networks.
2) Cultural purists. Members of this tribe consider holidays as a chance to submerge themselves into a foreign culture, even if it involves a certain lack of creature comforts, the enjoyment of their holiday will depend on the authenticity of the experience.
3) Ethical travellers. These plan their holidays in agreement with their moral values and conscience. They are people with an incredibly strong social commitment. They will frequently evaluate the impact the money spent on their holiday will have, and will improvise or incorporate some kind of volunteer work or work related to the environmental development and sustainability of their itineraries into their trip.
4) The simple traveller. They will prefer a complete package of products and services to avoid having to manage different parts of their holiday. This tribe views their holiday as an exceptional moment to indulge in, knowing that their security and enjoyment are guaranteed.
5) Duty travellers. Their trips are aimed at achieving a specific purpose. Either business or fun, they will be limited by time and budget and will demand technology that can eliminate or resolve any incidents, such as cancellations or flight changes.
6) Those in search of luxury. They will only be interested in the most extreme luxury holidays. Their trip is a magnificent reward, an experience that is essential to compensate the time and effort dedicated to their work and daily life.
We are obviously talking about hypotheticals, but what is evident is that these tribes have one common element: their trips are not journeys; rather they are experiences that possess enough importance to change the traveller’s perspective.