As international travel returns, an Amadeus global study has identified four key traveller profiles that will shape what people want from travel in the future, and right now. So what does it mean for travel advisors?
Travel tech company Amadeus used Northstar Research Partners to determine the psychographic traveller profiles of the future according to emerging traits, behaviours and preferences.
For travel advisors, the data shows travellers are open to new and emerging technologies however the industry will need to work together to ensure all travellers benefit.
Future Aussie travellers
Overall, Australians are looking forward to quicker travel to destinations (45%), more sustainable travel options (35%) and affordable trips with various payment options (35%), including cryptocurrency.
From surveying 10,000 global travellers across 14 markets, key Traveller Tribes emerged with Australians predominantly falling into the Memory Makers profile.
Almost half of Aussies (45%) were found to take a more simplified approach to travel: to make memories and visit places.
For travel advisors, this psychographic segment is where you can add the most value as this type of traveller puts people first over technology and sustainability – they are reassured by existing methods of travel.
Conversely, Memory Makers are excited about virtual reality (VR) and augmented reality (AR) and are most likely to use VR tours before purchasing travel.
The next-highest group of Aussie travellers are Pioneering Pathfinders with 27 per cent of us in this group living a fast-paced life and always looking for the next adventure.
For travel professionals, this group likes to plan but is not afraid of risk and is open to new experiences. They’re also more willing to let sustainability influence their travel decisions.
Amadeus Senior Vice President, Travel unit Marketing, Asia Pacific Karun Budhraja said: “The travel landscape in markets across the Asia Pacific is incredibly diverse.”
“As the travel industry renews, the Traveler Tribes report maps out what matters most to travellers in APAC; be it sustainable travel or emerging technologies, their behaviours and the values they seek in travel will shape the industry in 2033 and beyond.”
Find out what Traveller Tribe you are part of here.
Discover what’s driving the luxury travel trend here.
For more info, head to amadeus.com/traveler-tribes
Karryon was in Singapore for the announcement of Amadeus’ Traveler Tribes.
