Tribes 2030: Understanding - events.ato.ru filetraveller tribes that will emerge by 2030 and which...

Change the Year in the Copyright field1. 2. 3.

4.

Future Traveller Tribes 2030:

Understanding tomorrow’s traveller

© 2

015 A

madeus I

T G

roup S

A

Aviation IT Forum

Moscow, May 21st 2015

Vadim Besperstov,

Head of Airlines Relations Department Amadeus


4.

© 2

015 A

madeus I

T G

roup S

A

Traveller tribes 2030

‘The more we understand the traveller, the better we can shape the future of the global travel ecosystem’

Research objective: understanding thetraveller tribes that will emerge by 2030 andwhich will shape the travel industry

Outlining the key consumer trends that willemerge over the next 15 years driving industrychange

Second paper will be published in June,taking the findings identified here andconsidering them from an airline perspective,mapping the tribes to the buying behaviours oftravellers

1

2

3


4.

© 2

015 A

madeus I

T G

roup S

A

Authors and methodology

_ Study authors: Global research consultancy focused on futures analysis, specialists in consumer trends forecasting

_ Expert interviews with futurologists, including Ray Hammond, Peter Cochrane, Ian Yeoman, Norm Rose

_ Survey of nVision core consumer trends to refine those most relevant to travel

_ ‘Trendspotter’ research conducted in different markets

Research authors and methodology


4.

© 2

015 A

madeus I

T G

roup S

A

Authors and methodology

Brazil

USA Spain

UAE

Germany

India

Russia(*)

China

South Korea

Indonesia

Japan

Australia

nVision Research globally:

Base: 38,036 online respondents aged 16-64, USA, Brazil, Spain, Germany, UAE, Russia, India, China, Japan, Indonesia, South Korea, Australia, 2014

(*) nVision Research in Russia:

Base: 1,007 online respondents aged 16-64, Russia, 2014


4.

The World in 2030: Economic landscape

© 2

015 A

madeus I

T G

roup S

A

Study findings

Ageing societies:

By 2030 the median age of the global population will rise from 29.6

to 33.2 years

1.8 billion people

travelling internationally

each year

Rebalancing of global power:

China will surpass the US as the world’s biggest

economy by 2030


4.

The World in 2030: Consumer landscape

© 2

015 A

madeus I

T G

roup S

A

Study findings

Social media will approach saturation point, at 80-90% worldwide; a tweet will become a de facto global currency by 2030

‘Social capital’ will be readily quantifiable by 2030

Ethical concerns will have a substantial impact, primarily on a dedicated group of travellers but important to note that ethical considerations will continue to play some role in many people's travel choices more generally

More people travelling for business, and more often the nature of that travel will change with increasing ‘leisure’ experiences


4.

Brands will offer immersive, try-before-you-buy experiences using technologies eg. Oculus Rift. By 2030, this will be widespread

Level of personalisation that can be offered, with real-time insight into whims, moods and impulses

Technology in 2030

© 2

015 A

madeus I

T G

roup S

A

Study findings

Automation will be deeply embedded, as technology strives to create the human service experience

Embedded sensors to capture biosignals represent a huge step forward in what businesses can learn about their customers


4.

Six Future Traveller Tribes identified for 2030

Study findings


4.

branding logo

Click on placeholderClick ’Insert’

Click ‘Picture’-

branding logo, click Insert

Align with bottom

Simplicity Searchers

Simplicity Searchers value above everything else transparency and seamless travel in their planning and holidaymaking, and are willing to outsource their decision-making to trusted parties.

Futu

re T

raveller

Trib

es

2030www.amadeus.com/tribes2030

© 2

015 A

madeus I

T G

roup S

A


4.

branding logo




Align with bottom

Reward Hunters

© 2

015 A

madeus I

T G

roup S

A

Reward Hunters use travel as an opportunity for mental, physical and indeed spiritual enrichment, cordoning off space and time for essentially self-centered activities.

Futu

re T

raveller

Trib

es

2030

www.amadeus.com/tribes2030


4.

branding logo




Align with bottom

Social Capital Seekers

© 2

015 A

madeus I

T G

roup S

A

Social Capital Seekers understand that to be well-travelled is an enviable personal quality and their choices are shaped by their desire to take maximal social reward from their travel.

Futu

re T

raveller

Trib

es


© 2

015 A

madeus I

T G

roup S

A


4.

branding logo




Align with bottom

Cultural Purist

Cultural Purists use traveling as an opportunity to immerse into an unfamiliar culture, looking to break themselves entirely from their home lives and engage with a different way of living.

Futu

re T

raveller

Trib

es


© 2

015 A

madeus I

T G

roup S

A


4.

branding logo




Align with bottom

Ethical Traveller

Ethical Travellers allow their conscience to be their guide when organising and undertaking their travel. They may make concessions to environmental concerns or let their political ideals shape their choices.

Futu

re T

raveller

Trib

es


© 2

015 A

madeus I

T G

roup S

A


4.

branding logo




Align with bottom

Obligation Meeters

© 2

015 A

madeus I

T G

roup S

A

Obligation Meeters have their travel choices restricted by the need to meet some bounded objective. Their behaviours are shaped by their need to be in a certain place, at a certain time, without fail.

Futu

re T

raveller

Trib

es



4.

Key recommendations for the industry

© 2

015 A

madeus I

T G

roup S

A

Study findings

Move from a demographic

segmentation of travellers to a behavioural

understanding of how and why people travel

Be prepared to package offers that tap into how traveller behaviour is

likely to evolve

1 2

Consider the balance between technology and human service, depending on the

traveller tribe

Whether destination or provider, ensure the travel experience is

connected and easily shareable at every step

of the journey

34


4.

The Russian traveler today

© 2

015 A

madeus I

T G

roup S

A

Study findings for Russia

“Which of these best describes how often you do each of the following activities?”|% taking a holiday at home or abroad at least once in the past year | 2014


4.

Outbound travel spend vastly exceeds inbound, particularly for HNWIs (high net worth individuals).

However, the qualitative research indicates an important rise in Ethical Travellers, as some affluent Russian cosmopolitans have non-materialistic travel desires. Increasingly, they may look for opportunities to volunteer, lessen their environmental impact, and develop themselves as individuals from their travel.

Russians’ travel spending trends

© 2

015 A

madeus I

T G

roup S

A


Spending within the country by country’s residents is expected to grow by 2.4 %(*) by 2025 (**)

A minority of Russians, carrying serious spending power, have a preference for international over intranational travel, spend liberally, and are open to more opulent luxury propositions.

Understanding the needs of theReward Hunters tribe will be essential in catering to this segment.

(*) 2015-2025 annualised real growth adjusted for inflation

(**) Source: Travel & Tourism Economic Impact 2015 Russian Federation. World Travel & Tourism Council.


4.

Inbound travel is still concentrated heavily in a small group of major cities. This will favour visitors with particular objectives - visiting historic buildings, theatres, museums etc., cultural immersion.

Spending withinthe country by international tourists is expected to grow by 4.9%(*) by 2025(**)

Russian inbound tourism, looks like a more attractive proposition going forward to Cultural Purists than Simplicity Searchers.

Russia is also establishing itself as a top destination for medical tourism, appealing to certain Obligation Meeters.

International tourists visiting Russia

© 2

015 A

madeus I

T G

roup S

A


(*) 2015-2025 annualised real growth adjusted for inflation

(**) Source: Travel & Tourism Economic Impact 2015 Russian Federation. World Travel & Tourism Council.


4.

© 2

015 A

madeus I

T G

roup S

A

_ The purpose of this research is to take the traveller tribes identified from

phase one and ‘map’ their purchasing behaviours to the different stages

of the traveller journey and appropriate merchandising options.

_ Designed to be of practical value to Amadeus’ airline customers.

“Future Traveller Tribes 2030 - Building a more rewarding Journey” report to be launched on June 2nd


4.

_ This paper aims to bring clarity to the complicated traveller experience, giving airlines the foundation upon which to offer products and services to delight customers.

_ This will accelerate airlines’ shift from pure flight providers to the more lucrative travel experience provider market.

_ For airlines, this translates into higher customer satisfaction, revenues, and profits.

_ Want to know more?

Write to [email protected] and we will send you

a copy of the report as soon as it is released in June.

“Future Traveller Tribes 2030 - Building a more rewarding Journey” report to be launched on June 2nd

mailto:[email protected]


4.

What’s your Traveller Tribe?

Find out here:

© 2

015 A

madeus I

T G

roup S

A

You can follow us on:

AmadeusITGroup

amadeus.com/blogamadeus.com

www.amadeus.com/tribes2030

www.amadeus.com/blog/tag/tribes-2030/

Tribes 2030: Understanding - events.ato.ru filetraveller tribes that will emerge by 2030 and which...

Documents

Transcript of Tribes 2030: Understanding - events.ato.ru filetraveller tribes that will emerge by 2030 and which...