What motives us to do something today, won’t be the same thing to drive us to do it tomorrow or a few years down the track.
Whether it’s in everyday life or in travel, our psyche evolves not only as we age but as the world changes – just think about why you had those MnM Peanuts yesterday and why you definitely won’t be incorporating chocolate into your diet today.
If you look back 15 years, people took holidays to be on the road, away from the everyday and to pose next to iconic statues and monuments.
While these factors are still a priority to today’s holidaymakers, they are no longer key drivers.
Today, more and more people take holidays for the cultural and authentic experiences as well as the ‘brag’ factor (thanks Facebook).
Tour companies have spent time, effort and money adjusting their itineraries to meet the desires of the evolved traveller to both offer more cultural inclusive itineraries and unique brag-worthy experiences.
Travel Indochina even completely rebranded to Insider Journeys – a front that goes directly after travellers looking for unique memories and that feeling of being more than just tourists.
Now let’s fast forward another 15 years.
What will drive travellers in the future? What will your future clients look for? And how should you change your selling technique to meet their new desires?
According to Amadeus, by 2023 there will be about 1.8 billion travellers internationally every year.
By the end of the next decade, some people will purchase and consume travel experiences almost entirely on the basis of how shareable they are, or how much ‘capital’ they generate, via social networks.
Another group of travellers will demand total simplicity and freedom from having to arrange their own travel by 2030, wanting as much as possible to be done remotely, by third parties.
At the same time, a dedicated group will emerge with a desire for only the most hedonistic, indulgent and must-have experiences.
These are just some of the forecasts made in Future Traveller Tribes 2030.
The report delves into the psychographic of the future traveller to identify six distinct traveller personalities.
So here we go. Here are your future clients:
1. The Social Capital Seeker
These guys will structure their holidays almost exclusively with online audiences in mind, relying heavily on peer reviews and recommendations to validate their decisions.
A whole new market may open up based on “profile-boosting breaks”, filled with consciously feed-friendly moments.
2. The Cultural Purists
These travellers will look at holiday-making as a chance to immerse oneself in an alien – even uncomfortably so – culture, where enjoyment of the break depends on the authenticity of the experience (not too different to today’s traveller).
3. The Ethical Travellers
They’re not just greenies, they’re about ten steps up from what you know today.
The Ethical Traveller will make travel plans completely based on moral grounds. Completely.
They’ll look at properties and air travel that offer decreased carbon footprint (these guys will be flying the future generations of the 787).
But they’re also the kind and generous traveller. They’re looking for more hands on volunteering elements to their holidays as well as community development projects or eco-sustainability activity.
4. The Simplicity Searchers
Be warned: these travellers are spooked out by complicated itineraries and more than one stopover.
They prefer bundled offers and they don’t like managing too many trip details to themselves.
Cruise lines have already started accommodating to this type of traveller, by introducing land and air packages in one itinerary.
5. The Obligation Meeters
They’re on a mission. They know what they want, there’s a specific reason for this holiday and they’re constrained by time and budget.
Obligation Meeters are likely to turn to travel agents for every holiday because they’re seeking travel that’s easy and technology-based.
6. The Reward Hunters
Image: haveseen/Shutterstock
Hello indulgent traveller.
Many have come to crave something that represents an extraordinary reward or ‘must have’ premium experience, a return on their hard earned investment of time and energy in their working lives.
