Travel Trends for Upcoming 15 Years
Travel Trends are changing in accordance with the changes of time and with the contemporary issues that are prevailing in the industry. The advancement and growth that have taken place in the travel industry, are supposed to be the harmonious impact of technological advancement and improvement in the arena of contemporary world. (A study by Amadeus provides guidelines for understanding the emerging Traveller Tribes)
The travel trends in the coming years will be determined by the following;
- The Intensive Use Of Technology;
- Social And/Or Cultural Criteria;
- Comfort In The Management Of Displacement;
- Shortage Of Time; And
Based on these preferences, a study by Amadeus distinguishes among six types of traveling tribes. The aim of the report “Future Traveller Tribes 2030: travelers of tomorrow” is to guide tourism enterprises in their decision-making and product designing.
Unlike the past studies, with a greater presence of socio-demographic criteria, new research are being conducted by Amadeus and other consultants specializing in consumer trends, “The Future Foundation”. Fernando Cuesta, commercial director for Amadeus Spain, said that, “Amadeus and The Future Foundation put the focus on the user, in their behavior and their habits. It is to identify segments and see how they will evolve in the coming years”.
The world of travel has very good expectations. According to the World Tourism Organization (UNWTO), it is estimated that, it will be reached at 1,800 million international tourists in 2030 from 1,138 million in 2014. UNWTO has some forecasts that implies important challenges. So it is important to know how the customer will evolve, as noted Alex Luzarraga, senior vice president of Corporate Strategy at Amadeus.
In this sense, “segmentation is a strategic tool of the first order for companies wishing to compete in this sector”_he added. In his view, these companies need to understand emerging traveling tribes to take decisions and make appropriate investments.
He also said that, “For the study, three fundamental axes were taken into account. On the other hand, the economic factors and the expectations increasing in the travel world. The re-balancing will occur between the source markets, as Asian countries increase their participation in travel worldwide and in the progressive aging of the population .
(Alex Luzarraga, senior vice president of Corporate Strategy at Amadeus, in the center, with Fernando Cuesta, commercial director of Amadeus Spain and Nejjai Malek, Communications Amadeus.)
On the other hand, new consumer patterns, which emphasizes his obsession with connectivity and the foreseeable disappearance of the division of leisure travelers’ early years of business. And thirdly, Luzarraga cited that the technology will be increasingly present in the lives of people and “even in our body”_ he added, referring to the wearables devices.
Based on these criteria, the report distinguishes between six tribes:
Capital seekers; They are those who plan their trips based on the recommendations and suggestions they receive from their contacts in the social networks. They take into account the possibilities to increase their “social capital”, meaning the consumer level of collaboration within its group, the value it provides and the value you receive. According to Alex Luzarraga, “there is a certain exhibitionism, an obsession to be present in social networks”. He indicates that, “if companies want to reach the customer, they must take their offer to those platforms”.
Cultural purists : They value authenticity of the experience and consider the holiday as an opportunity to immerse themselves in a different culture. “They seek contact with the social part of tourism,” explains Luzarraga, so that services often use P2P.
Lovers of comfort : For this tribe they spend an outstanding vacation time and opt for a package of products and services that prevent them to manage the different phases of displacement.
(The permanent Internet connection is essential for new travelers. Picture Shutterstock)
The Passenger duty : Those who direct their output to achieve a particular goal. A profile that refers not only to business travelers, but also includes athletes, pilgrims or people traveling for a family reason, among other reasons. Some of them have budget problems and some of them have dont issues with that, but they often have little time and they have adequate knowledge on technologies to quickly resolve a possible incidents that may arise, such as cancellation or change a flight. Also, they demand a differentiated offering that enables them to visit the destination for a few hours without having to waste time queuing.
The Committed globe-trotter : They move by ethical principles and are very sensitive to environmental issues and sustainability. Thus, they will evaluate the impact of money for a trip in the environment. They are even willing to reject destinations for political issues, if they consider that they are committing injustices.
The luxury Hunters : This group has no budget problems and looking for unique experiences, with a high level of customization. The journey is essential for them as a way to offset the sacrifice of time and effort required by their work and their daily lives.