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New Report Says Most U.S. Travelers Are Simplicity Searchers

Apr 24, 2015
Daily / Feature

If you’re reading this, you’re probably already ahead of the game when it comes to international travel: 99 percent of Global Traveler readers hold a valid passport and 43 percent have taken nine or more international trips in the past three years.

According to Future Traveller Tribes 2030, a report commissioned by Amadeus and written by global consumer trends consultancy, The Future Foundation, by 2030 more than 1.8 billion of us will travel internationally every year. The report, which focused on determining traveler personalities, predicts that by the end of the next decade some people will purchase and consume travel experiences almost entirely on the basis of how shareable (via social networks) they are, while others will focus their travel on only the most indulgent experiences.

The research process, which took a psychographic rather than demographic approach, drew on Future Foundation’s proprietary consumer research forecasts to identify the six distinct traveler personalities as:

  • Social Capital Seekers 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 “Klout-boosting breaks,” filled with consciously feed-friendly moments
  • Cultural Purists will look at vacations as a chance to immerse oneself in an unfamiliar culture where enjoyment of the break depends on the authenticity of the experience
  • Ethical Travelers will make travel plans based on moral grounds. For example, decreasing their carbon footprint or improving the lives of others. They will often improvise or add some element of volunteering, community development or eco-sustainable activity to their holidays
  • Simplicity Searchers will prefer bundled offers, seeking to avoid managing too many trip details themselves. Holidays for this tribe represent a rare time in life to pamper oneself with the assurance of their safety and enjoyment
  • Obligation Meeters will be driven by a specific purpose for travel, whether business or leisure, and thus have constraints on time and budget; they will seek algorithm-based technology that is able to remove the hassle of travel
  • Reward Hunters are only interested in indulgent travel. 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.

In the United States, Amadeus polled 800 consumers who traveled at least twice in the past year to learn more about what drives them to travel and how they most closely identify with the traveler tribes. The poll found that the majority (67 percent) of U.S. travelers aligned most closely with Simplicity Searchers, seeking ease and transparency in their travel planning.

What kind of traveler are you? Share your travel personality @gtmag.

 

 

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