FUTURE

TRAVELLER
TRIBES 2030
UNDERSTANDING
TOMORROW’S TRAVELLER
 CONTENTS
Foreword 3
Executive Summary 4
Introduction 6
The World in 2030:
the demographic and economic landscape 7
the consumer landscape 12
the technological landscape 19
What are “tribes” and where do they come from? 26
Introducing six traveller tribes for 2030 29
Getting to know...
Simplicity Searchers 31
Cultural Purists 36
Social Capital Seekers 42
Reward Hunters 48
Obligation Meeters 54
Ethical Travellers 61
CONCLUSION 66
Acknowledgements 67
Amadeus Traveller Trend Observatory (ATTO) 68

2
FOREWORD
U nderstanding what customers really
want is crucial to any successful
business. But imagine if we could go
approach drawing on not just
traditional labels but the personality
traits, values, attitudes, interests and
a stage further; if as an industry we lifestyles of travellers, in the context
could discover what genuinely shapes of a truly globalised world. Rather
travel experiences, or measure what than purporting to offer any kind of
travellers value most and in turn how definitive view of the future, this report
their expectations could and should be instead raises clear points for debate
better met. and discussion across the industry as we
consider the next fifteen years.
At Amadeus, we have long been
committed to understanding the Moreover in this study we are also
traveller: from the original traveller- actively seeking to understand and
centric piece of research we conducted analyse how major parallel shifts in
nearly a decade ago – our study Future consumer demands, technology and
Traveller Tribes 2020 – through to the society will culminate in new travel
significant and on-going work we attitudes and behaviours.
undertake as part of the Amadeus
Traveller Trend Observatory, where we At the same time, it is clear that
conduct and collect research from around within the increasingly complex
the world on emerging traveller trends. and interconnected world of travel,
a more sophisticated approach to
The reason we do this is that as we look merchandising and retailing is also
to the next 10 to 15 years and beyond, required. But this is only possible when
arguably no group is better placed – or we know more about how travellers
in fact more integral - to the continued will behave in the future. Which is why
evolution of our industry than travellers in addition to this report, we have also
themselves. We are all travellers after commissioned a follow-up study that
all, and the inspiration constantly specifically explores how the industry
driving new exploration and adventure can better match the needs of these
is what makes the travel industry so new and specific emerging tribes, with a
interesting, unique and ever-changing. spotlight on airlines in particular, which
will be launched later this year.
We commissioned Future Foundation
to develop this study, Future Traveller So whether, as this report identifies,
Tribes 2030: Understanding tomorrow’s your travel behaviour is influenced
traveller, which seeks to identify those most by social media, ethical concerns,
different ‘tribes’ or different traveller a desire for wellbeing, or reward and
segments that will shape the future of indulgence, let us all engage in debate,
travel through to the end of the next discourse and discussion as we consider
decade. Importantly, Future Foundation how travellers will continue to drive
have moved this beyond solely transformation across our sector in the
demographic-based segmentation, coming years.
instead taking a rigorous psychographic

Julia Sattel
Senior Vice President
Airline IT
Amadeus IT Group

3
 EXECUTIVE SUMMARY
I n 2007, Amadeus commissioned a future-
focused report on key consumer groups
travelling in the year 2020. Outlined there
Obligation Meeters have their travel choices
restricted by the need to meet some bounded
objective. Business travellers are the most
were four significant demographic segments, significant micro-group of many that fall
or “tribes”, which were understood to be of within this camp. Though they will arrange or
increasing importance to brands within the improvise other activity around this purpose,
aviation and travel sectors. their core needs and behaviours are mainly
This report brings those tribes into the present, shaped by their need to be in a certain place,
and projects them forward into 2030 with a at a certain time, without fail.
greater focus on the wider travel ecosystem Ethical Travellers allow their conscience, in
including airports, hotels, rail companies some shape or form, to be their guide when
and travel agents. Our approach however organising and undertaking their travel. They
differs significantly from that brought to the may make concessions to environmental
2007 report. Where the previous tribes were concerns, let their political ideals shape their
demographically-based, the tribes described choices, or have a heightened awareness
here are based on the values, behaviours of the ways in which their tourism spend
and needs of travellers. We see evidence for contributes to economies and markets.
the existence of these tribes already; in this We do not present these tribes as mutually-
report we express our expectations for how exclusive and distinct silos into which
the size and makeup of these groups will consumer groups can be neatly placed, and
change over the next 15 years. We have not we understand that consumers probably will
discarded the original four tribes, but we identify with more than one group over time
have rebuilt them into new frameworks. and depending on the situation or context.
We have developed the original four tribes We have designed the tribes as provocative
into six: caricatures designed to inspire conversation
Simplicity Searchers value above everything amongst travel brands about how to best
else ease and transparency in their travel cater for tomorrow’s global traveller base.
planning and holidaymaking, and are willing We also, by way of an introduction, lay out
to outsource their decision-making to the demographic, economic, consumer and
trusted parties to avoid having to go through technological drivers which will shape the
extensive research themselves. growth or decline of the six tribes. These
Cultural Purists use their travel as an drivers are as follows:
opportunity to immerse themselves in an The Demographic and
unfamiliar culture, looking to break themselves Economic Landscape
entirely from their home lives and engage
sincerely with a different way of living. Changing populations. The next decades
will see dramatic population growth in
Social Capital Seekers understand that to certain emerging nations. Even a slight
be well-travelled is an enviable personal increase in the proportion of 2030’s new
quality, and their choices are shaped by their mega-populations going abroad will have a
desire to take maximal social reward from dramatic impact on the number of people in
their travel. They will exploit the potential the global travel system.
of digital media to enrich and inform their
experiences, and structure their adventures Rebalancing of global power. Strong
always keeping in mind they’re being fundamentals in emerging markets,
watched by online audiences. combined with slowing growth and low
fertility rates in developed economies mean
Reward Hunters seek a return on the that the maps of economic power, political
investment they make in their busy, high- influence, consumer spending, airline travel
achieving lives. Linked in part to the flows, cultural “hotpots”... will be redrawn.
growing trend of wellness, including both
physical and mental self-improvement they Ageing societies. A growing proportion of
seek truly extraordinary, and often indulgent populations in the upper age brackets will
or luxurious ‘must have’ experiences. be a feature of many advanced economies
4
in 2030. This will put pressure on states, The Technological Landscape
but also dislodge established stages of
life, driving demand for more age-inclusive Connectivity, everywhere. Only the world’s
communications and devaluing age-based destitute will be unconnected in 2030, and
expectations for consumer behaviour. for many of us the new normal will be 5G –
with scale factors faster than anything we
Interculturalism. Future generations of know today.
immigrants and travellers will self-identify
more fluidly, and will not have fixed ideas Polymath devices. Whatever form they
about the characteristics which define this or take, the new generation of powerful
that national, ethnic or religious group. consumer devices will mould themselves
to any purpose. More radically, devices not
The Consumer Landscape significantly more advanced than those at
Work-life compounds. Flexi-time, zero-hours today’s leading edge will become affordable
contracts, increased opportunities for self- and accessible to billions, amplifying the
employment, and a broad casualisation of amount of data open to commercial use and
business practices and arrangements have propelling new efficiencies.
given more choice about when we travel Computers learn human. Many roles once
for work. This is producing a hybrid form of filled by human workers will be staffed by
travel – often referred to as “bleasure” – for search algorithms, robotic bellhops, cashless
which work takes on some of the features of payment systems, virtual customer service
play, and play some of the features of work. avatars and fluid biometric processing systems.
Option shock. The unfathomable amount of
information in the digital space is driving a Bodies of research. Future sensing
market for engines and agents to condense technologies will get touchy-feely, as
and package choices into “bundles”, which biometric facilities are built into airport
make comparing options easier. security, payments and tracking systems.
Implications for personalisation abound.
Enterprise networking. As social reaches
deeper into the lives of billions of people, we Remote control. Virtual Reality will be
will see online networking more thoroughly persuasive, and though it will not substitute
assert its professional importance. straightforwardly for “the real thing” when
Consumers will invest more time and energy it comes to travel, travel brands are invited
in building for themselves lucrative online to curate bounded virtual environments,
brands, and reap new kinds of commercial “previews” which help consumers to
returns on this investment. understand their options and hedge against
Peer power. The breadth of expertise the risk of disappointment.
available from the networks of friends, This report is the first of two commissioned
family members and fellow consumer- by Amadeus this year looking at the traveller
citizens online have produced a revolution of 2030. The six tribes outlined here will be
in our preferred advisory sources, and are the basis for further analysis taking a closer
fuelling an emergent peer economy. look at how the travel industry can cater to
Narrative data. Big Data will allow brands the needs of the six tribes identified herein.
to tell ever more focused and compelling
stories about our lives, personalising services The second report will describe how
not only efficiently, but imaginatively. brands can reinvigorate each stage of the
journey by creating ‘purchasing experiences’,
Pricing gets personal. Tarriff-setting will providing a personalised experience and
not be excluded from the Big Data domain. aiming to surprise and delight the customer.
Perfect Price Discrimination will allow travel As this report revives conversation around
brands to open up their offerings to new, demographics, repositioning its relevance
less affluent emergent tourist groups. for 2030, the second report will revive
Green responsibilities. Regardless of how conversation around merchandising and how
climate science evolves, eco-ethical concerns the travel industry can prepare to specifically
will be a feature of the future consumer cater to the needs of the six tribes
landscape. For many they will inspire micro- identified within this report.
concessions to less wasteful or luxurious
(travel) behaviours.

5
 I ntroduction
M uch has changed since the time of
the original Traveller Tribes report
from 2007. In 2008, 80% of UK consumers
After an extensive process of future-focused
research and consultation with key industry
figures, external experts in the fields of travel,
agreed that all they want a phone to do is tourism, technology and futurology, as well as
make calls and send texts.1 Now, 80% of – of course – ordinary travellers on the streets
consumers worldwide own smartphones.2 in dozens of global markets, we have designed
They have revolutionised how people access six tribes based on clusters of values, needs
information, spend their time, and relate to and behaviours we are already seeing, and
their environments. They have brought GPS with which the travel industry will need to be
out of the car into the hand. engaging over the next 15 years and beyond.
In illustrating them, we bring to bear Future
We have also seen a global financial crash Foundation’s wealth of global consumer
shake the foundations of Western finance, the research, as well as economic, demographic
Arab Spring ignite new kinds of geopolitical and attitudinal forecasts reaching decades
unrest, and a spying controversy embroil into the future.
governments and propel the concept of data
privacy, what it prevents as well as what it They represent an expansion and evolution
defends, into the consciousness of billions. of the foundation tribes outlined in 2007,
The social site Twitter has grown, since its only this time, rather than describing key
launch in 2006, from a novelty to a pillar of demographics, we have taken a “psychographic”
global communication, with 288m regular approach, forming new sets of travellers on
users at the end of 2014, symptomatic of how the basis of their broadly similar outlooks on,
online networking has cemented itself as an expectations of and objectives for their travel.
integral part of modern life.3
At the same time, we acknowledge that 1)
This report builds on the original predictions these groups are not mutually-exclusive,
of the 2007 report, and accommodates these but interlinked and overlapping, 2) that the
new developments, all the while looking consumer’s position within them is context-
fifteen years further ahead to 2030. bound and provisional, and 3) that very few
consumers now or in 2030 will identify with
But some fundamentals have not changed. all of the characteristics attributed to any one
The travel industry has thrived, and we believe tribe exclusively or absolutely. It’s just not that
it will continue to thrive. Global recessions, easy. With this proviso, we aim to show that
security threats, oil price instability… these collectively they make up a valuable framework
have not yet curbed its expansion. Travel for formulating future travel brand strategy.
sector growth consistently outpaces the world
economy. Surviving all short-term disruptions This report is the first in a two-part commission
is a desire on the part of the growing millions this year from Amadeus. The second, also
of people worldwide to explore and expand building on our tribes, will focus on purchasing
their reach, a desire which we believe is behaviour. More information about the wider
fundamental, universal and inalterable. project can be found in the final section.

This is about the biggest generalisation The traveller tribes are placed within the
that can be made about the travellers of demographic, consumer and technological
tomorrow. Consumers have come to resist with contexts that will shape the travel landscape
increasing force brand efforts to silo them up to 2030. These are broad structural factors:
into demographic groups, and the increasing features of the global experience which
complexity of ways in which consumers self- individuals, nations, institutions and parties
identify has invalidated any attempts to do so. cannot on their own re-cast, and which will
Some of the underlying presumptions in the survive to a great extent intact any form
fields of futurology and consumer insight have of exigent change in political or economic
changed in response, and we have found it to circumstances over the next fifteen years.
be necessary to develop a new methodology This is where we begin.
and a different perspective in bringing the
2007 findings up to date.

6
T h e W orld in 2030:
t h e demogra p h ic and
economic landsca p e
B y 2030, there will be an extra billion people in the world, of which 20% will
be travelling. The population is forecast to reach 9.6bn by 2050 according to
the United Nations.4 Boeing forecasts that there will be a 5% annual increase in
passenger traffic from 2015. The global passenger and freighter fleet will double.5
These figures sound alarming, and have often been cited in popular media as the
basis for apocalyptic stories of infinite human expansion, future world hunger, water
scarcity, energy crisis, suffocating urbanization and constant warring.
The assumption that rapid population growth is in whatever way bad for humanity
is up for debate, but even if we believe it to be so, there is strong evidence that far
from hurtling towards the end of days, we may be approaching a population plateau
which, when combined with improved standards of living, will create a prosperous
and stable global market for travel.
Family planning, state welfare, increased affluence and resultant population decline
are firmly established traits of developed markets (European numbers are forecast
to shrink by 14% by 2050), but we are also seeing a rapid fall in fertility rates in
large developing countries such as China, India, Indonesia, Iran, Brazil and South
Africa. Only a small group of undeveloped countries at this point are keeping world
population from steep decline.
This prosperous global market will however also be a profoundly changed market,
as we explore below.

“ The actual number of people on the planet is, to an important extent, incidental
to the impact humans have on both the environment and each other... it’s not how
many of us there are but how we live that will matter most. There are many signs
that we may well collectively be choosing more often to live sustainably, not least in

”
how we are already controlling our numbers.
Danny Dorling, Population 10 Billion (London: Constable, 2013)
Changing populations
Worldwide, fertility rates are beginning to decline, with the exception of certain
increasingly urbanised mega-populations. For all the focus China has received, it
is Africa which will experience the greatest percentage population change before
2030. Though these high birth-rate nations are generally the world’s least affluent,
even a slight increase in the proportion of 2030’s mega-populations going abroad
will have a dramatic impact on the number of people in the global travel system.
Travellers will come from a wider spread of nations. According to the UNWTO,
Europe and North America will go from possessing over 60% of the global share
of international tourism to under 50%, and Boeing puts the share of total air traffic
carried by European and North American airlines at just 38% by 2033.6
New market entrants will be hungry for travel. Some will enter the market who, but
one generation ago, may never have left their town or village. Their requirements
cannot be fully anticipated. Airlines will be tested for their flexibility, and travel
providers will be forced to diversify their messaging and offerings.
7
 Total population ( Billions ) | United Nations projections | 2014
10
9 Least developed countries
Less developed regions
8 More developed regions
7
6
5
4
3
2
1

1950 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050 2060
Source: United Nations, Department of Economic and Social Affairs, Population Division’s World Population Prospects: The 2012 Revision/nVision, 2014

Rebalancing of global power

There is no doubt that the relative weights of today’s advanced economies will
diminish as the emerging market economies continue their catch-up in the coming
years. The fastest growing markets will be APAC, LATAM and Africa. China will be the
largest global economy, surpassing the US, by 2030. We can forecast double digit
traffic growth for many emerging markets. This combined with slowing growth and
low fertility rates in developed economies means that the maps of economic power,
political influence, consumer spending, airline travel flows, and cultural “hotpots”...
will be redrawn over the next 15 years.

“Which of these best describes how often you do each of the

following activities? Have a holiday abroad”
% who have done this at least once in the last 12 months | 2014
100%
2010 | 2012 | 2013 | 2014

80%

60%

40%

20%
USA

Germany

Italy

Hungary

Turkey
Denmark
South Korea
Canada
Australia

Ireland

Netherlands
Sweden

GB

Czech Rep
Spain
Finland
Slovakia
France
Poland

Indonesia
China
Malaysia
Thailand
Russia
India
Mexico
Brazil

South Africa

Source: United Nations, Department of Economic and Social Affairs, Population Division’s World Population Prospects: The 2012 Revision/nVision, 2014

We are unlikely to see a neat “power-swap” from one central player or group of
players to another in the coming years. Today’s great powers – US, Germany, Japan
and others – will remain influential players. However, and simply put, there will be
more seats at the global high table in 2030.
8
The precise pace of change will be dependent on factors which are difficult to
predict, such as capital rotation out of emerging markets, key elections, and the pace
of macroeconomic reforms. It is widely accepted, however, that the global centre of
economic gravity will change, and move toward the south-east.
These features include (to a greater or lesser extent in each region): favourable
demographics (i.e. growing working-age populations); rapid urbanisation and
consequent improvements in labour productivity (a result of people moving
into more productive, knowledge-intensive urban industries as opposed to rural
subsistence employment); greater foreign direct investment; and, crucially, rapidly
expanding middle classes that will stimulate domestic demand.
We therefore were convinced to approach our study of impactful future travel groups
with the fact of there being many more and much richer Asian, Latin American and
(to a lesser extent) African tourists in the travel ecosystem in 2030 firmly in mind.

Rebalancing global power: share of global GDP

( nominal in US$) to 2030

35%
China
30% USA
India
25% UK
Germany
20%
Japan
15% Indonesia
France
10% Russia
Canada
5%
Brazil
Turkey
1995 2000 2005 2010 2015 2020 2025 2030
Source: Oxford Economics/nVision | Base: July 2012-based forecast

Ageing societies
The population story is not just one of growth, but demographic redistribution.
Ageing populations will characterise many advanced nations worldwide. By 2030,
the median age of the global population will rise from 29.6 to 33.2 years.7 Life
expectancies will gradually inflate. Better medical treatment for many will improve
life expectancy and medical technologies will extend the upper bounds of life,
all the while compressing morbidity. In other words – people will live longer, but
also spend a greater proportion of their life in good health. This will put increased
strains on economies, and bring significant social change.
Again, the instinct is to prophesise doom, but this change will mean far more equal
societies than before. The ageing population will also be more ageless than they
have been – more comfortable with technology, more healthy and of course more
mobile than the baby-boomers we know.
Global diversity of cultural attitudes towards ageing should not be underestimated.
The veneration of elders however is no longer a feature of many societies. It has not
necessarily been replaced by the veneration of youth. It has been replaced by the
veneration of the independent self, and many older people will live, and travel, alone.
9
 At the same time, millennials will feel an easing off of pressure to conform to
traditional life narratives, putting off responsibilities like leaving the family
home, home ownership and starting a family until they are much older. For many
in developed markets, the 20s will be playground years of irresponsibility, self-
experimentation and, of course, travel. It will be more difficult to affiliate any
“typical” travel behaviour with a particular age demographic.

Total number of people aged 60+ ( millions ) and % of the total

population | United Nations projections | 2013
600 2013 | 2050 ( f ) 50%
% of pop. 2013 | % of pop. 2050
500
40%

400
30%
300

20%
200

10%
100
USA

Germany
Italy

Hungary

Turkey
UK

Denmark
Japan
South Korea
Canada
Australia

France

Spain
Poland
Netherlands
Czech Rep
Sweden

China
India
Russia
Brazil

Egypt
South Africa

Source: United Nations, Department of Economic and Social Affairs, Population Division’s World Population Prospects: The 2012 Revision/nVision, 2013

Interculturalism

“ The Chinese tourist is currently very consumer-oriented. Their priorities however

will change, most likely along the lines of how developed market travellers
have changed in very recent years. Community becomes more important, “giving
back” becomes more important, and less materialistic and conspicuous forms of

”
consumption come to be preferred.
Ian Yeoman, Travel and Tourism Futurologist
At the same time, the age of multiculturalism gives way to the age of interculturalism.
To varying degrees worldwide, different ethnic communities will intermingle more
closely and different cultures cross-fertilise. Future generations of immigrants and
travellers will self-identify more fluidly, and will not have fixed ideas about the
characteristics which define this or that national, ethnic or religious group.
This will be particularly impactful on developed economies. Net migration from
emerging to developed markets will be a defining trait of the future global
population flow. This is further cause to suspect population decline – the flow of
migrants from high-fertility to low-fertility countries generally results in lower
fertility rates overall.
It should also prompt us to begin to think about the millions of genuinely “multi-
located” people in 2030 – those dual-citizens, temporary visa-holders, overseas
students, globetrotting entrepreneurs, managers of overseas assets like holiday-home
owners – and how their resultant travel obligations will affect the global market.
10
Net number of migrants (1,000s ) and the net migration rate
United nations projections | 2013
8,000 5%
1980–1985 | 2010–2015 | 2040–2045 ( f )
Net Migration rate 2010–2015 ( f )
6,000 4%

4,000
3%
2,000
2%
0
1%
-2,000
0%
-4,000

-6,000 -1%

Latin
-8,000 North America & -2%
America Europe Oceania Asia Africa Caribbean
Source: United Nations, Department of Economic and Social Affairs, Population Division’s World Population Prospects: The 2012 Revision/nVision, 2013

Globalisation and mass networking are enhancing our global awareness and
understanding, and our world feels increasingly small. Though it is hard to imagine
an entirely open and transparent world in 2030, nations are being brought onto the
international stage – and onto the tourist market – which as many as a few decades
ago were dark spots on the (Westerner’s) world map.
Although the quantum leaps of commercial sub-orbital and supersonic travel will
be very unlikely within the next 15 years, planes will get faster, making regular
trips more desirable and long-distance travel more practical. The death of minority
languages, the increasing dominance of a certain lingua francas, and – more
radically – the ever-growing power of portable real-time translation software are
helping the world to speak the same language.
The (perceived) homogenisation of global cultures presents both challenges and
opportunities for the travel industry. It opens up new markets and encourages wider
travel, but it also threatens some of the most fundamental reasons why travel can
be so appealing.

11
 T h e W orld in 2030:
t h e consumer landsca p e
A s wealth gradually expands and education levels rise, so consumer-citizens
across continents find basic needs ever more easily met. Today, the World Bank
classifies 1bn people as “destitute”, and a proportion of the world will still live in
conditions of severe poverty in 2030. For increasing millions though, basic material
needs will be well-catered for.
And so the search for the exceptional grows: tastier and more varied cuisine, more
elegant fashions, richer expectations for one’s children and, naturally, more travel.
Technology has its say in this narrative too; the Experience Economy is particularly
vibrant when travel exploits are endlessly traded on social networks.
“Wellbeing” for many will be defined more in experiential and less in material terms.
Middle-classes will colonise societies and cultures, reading aloud a manifesto for:
more opportunity for self-improvement and education; more global stability and an
end to war; more ecologically responsible brands; more adventure and soulfulness
(and less barefaced corporatism) in the world; more profound encounters with
people and places; more brand conversation with me as an individual.

Total annual expenditure on enrichment vs. material goods

( in billions of Euros, at current prices | January 2015 forecast
€2,000
Material
€1,800 Experiential
€1,600
€1,400
€1,200
€1,000
€800
€600
€400

€200

2005 2010 2015 2020 (f) 2025 (f)

Source: Oxford Economics/nVision, January 2015

Work- Life compounds

“Work-life balance”, the weighing in each hand of two fundamentally separate areas
of life, is quickly becoming an anachronism. Though acute time-pressure is still, and
perhaps increasingly, felt, many also feel that their work schedules are generally
more accommodating than they have been. Flexi-time, zero-hours contracts,
increased opportunities for self-employment, and a broad casualisation of global
business practices and arrangements have given us more choice about when we
travel for work. “Seasonal”, “necessary” and “occupational” travel, as categories, come
under question.
12
The contexts for business travel as a product category are changing. No longer does
a typical business trip for an executive of a global company look like a direct trip
from London to New York headquarters. Many future workers will be free to explore
opportunities worldwide, will be untethered from offices, and will understand that
flexibility and opportunism are imperative for success. Many will take more flights
for business purposes, but improvise leisure around their commitments. They will be
unable to plan too far ahead.
Many also increasingly see travel as an opportunity to develop their education, work
experience and skill-sets. building personally enriching activities into their free time.
This multipurpose, hybrid form of travel – often referred to as “bleasure” – has work
take on some of the features of play, and play some of the features of work.
Also; more women are exploiting these trends in the business climate to carve
out careers around their family lives. We will see a higher proportion of female
travellers, bringing with them different preferences and behaviours at every stage
from research and booking to the end of the trip and beyond.
Option shock

“ As of today a new book is published every 30 seconds. Over half a billion scientific
engineering professional abstracts are published every year. 50% of everything a
medical student is taught is wrong by the time she qualifies. Most Google searches

”
produce at least tens of millions of results. No one can cope with this.
Peter Cochrane, Futurist and Entrepreneur
There will be more choice for consumers than ever. A swathe of new applications
will transform the way in which we search for information, understand options
and get educated to make good choices. The most advanced and ambitious future
technologies will do much the same work as traditional travel-agents – qualifying
choice based on our preferences - only these preferences will not necessarily need
to be prompted or consciously expressed, and they will be able to manage inputs of
vastly greater complexity than any system we can imagine today.
On the human concierge side, an entirely new class of professionals may emerge to
help us repackage the dazzling array of choice out there into more comprehensible
“bundles” of choices. Part data scientist, part lifestyle guru, they will encapsulate a
broader repositioning of agency action in the travel sector, the main role of which
will shift from providing information to offering personalised guidance.

“I shop around extensively for the best deals” | % who agree

or agree strongly | September 2014 nVision forecast
100%
FORECAST (gb ) | FORECAST ( us )
ACTUAL ( f2f gb ) | aCTUAL (oNLINE gb ) | aCTUAL ( us )
80%

60%

40%

20%

2008 2010 2012 2014 2016 2018 2020

Source: Future Foundation/nVision Research | Base: 3000 - 5000 online respondents aged 16+, Global 2014

13
 These technologies will tastefully mediate between our desire for a sense of control
over our decision-making, and the fact that the amount of choice available is
naturally overwhelming.
At the same time, we will be able to make decisions based on more nuanced and
unusual preferences. We will be able to make or outsource searches based on
more sophisticated grounds than those we see today. “Open question search” and
“Exploratory search” will help us get closer to expressing intentions which are too
complex to express concisely or are beyond words entirely. Algorithms will steer us
based on what we have seen, what we have encountered, how we have felt... and
indeed a powerful combination of all of these.
This revolution in info-retrieval might look like a Google-bar, but smarter, or might
more closely resemble an “Artificial Intelligence”. However it may work, it will help
us collapse the divide between the holidays inside our heads and those recorded in
our Facebook albums.
Enterprise networking
Human friendship now means the continuous distribution of news, serious and
trivial. Failing to keep track means alienation, and non-presence on social media
is an increasingly costly eccentricity. As the proportion of social media users
approaches the saturation point at between 80 and 90% worldwide in 2030, these
will be the terms on which all vast majorities will connect.8 It is difficult to say
which sites specifically networkers will be using, or how diverse the ecosystem will
be. What we can say is that networking will find a relevance beyond the way we
socialise, and reach out further into other areas of our lives.

% who use social networking sites in the last six months

July 2014 nVision forecast
100% 2015 ( F ) | 2018 ( F )

80%

60%

40%

20%
USA

Hungary

Germany
Italy

Turkey
Denmark
Canada

South Korea
Australia

Netherlands

Sweden
Ireland

GB
Spain
Czech Rep
Poland
France

China
Russia
Brazil
Mexico
India

Source: Pew/nVision Research | Base: all individuals aged 16-64 (Mexico 16-54), 2014

Many will still use online networking platforms for familiar reasons – as a
convenient tool for keeping in touch, because of a compulsion to share, because
everyone else does – but we will also see the rise of a group who will understand
what networking can do for their commercial lives.
A generation of networkers will take their cues from today’s enterprising YouTube
personalities, leveraging their online followings, personal data and portfolios of
interesting content and abilities to talk to brands to extract discounts, VIP treatment
and even direct monetary reward from online sellers.
14
The Tweet will establish itself firmly as a de facto global currency by 2030.
Readily quantifiable online social capital (like a “Klout” score, but infinitely more
detailed and more widely-adopted) will be measured to assess candidates for jobs,
personalise pricing, screen potential partners and, critics will argue, create a new
global caste system. Most will use their online network-building to supplement
their incomes; some will have no income aside from what they can do online for
themselves, and/or for paying clients.
The desire for occasionally anonymous interactions must, broadly, take a back seat
to our ambition to create from ourselves a lucrative online brand.
Peer power
The quantity of direction now available online from the networks of friends, family
members and fellow consumer-citizens has produced a revolution in our preferred
advisory sources. Institutional and professional authorities will exist in opposition
to, but also in collaboration with, a new class of hyperlocal heros and bedroom
blogging luminaries.
Review sites such as TripAdvisor will pass through their growing pains to become
highly professionalised and reliable hubs of information, employing systems of
moderators and peer-referees. As networks become more hostile to anonymity and
social networking sites (such as Google+) increasingly ask us to collect our various
online and offline selves into a coherent - and accountable – digital personality,
fraud on these sites will decrease and reviews will gain further credibility.
If one site rises to the surface, it may be that by 2030 consumers will have at their
disposal something like a comprehensive directory of all global attractions, hotels,
enterprises etc. This could produce a distorting effect in terms of visitor patterns,
installing new “hotspots”, perhaps even new iconic tourist destinations, into the
global cultural mainframe. More radically, destinations, even whole regions or
cultures, could be designed or redesigned to appeal to the TripAdvisor user base.
This driver also takes in the growing peer/sharing economy, which will allow a
certain minority of consumers to opt-out of the travel ecosystem almost entirely, or
mix traditional and non-traditional forms of accommodation, leisure and transport
over the course of a break.
Narrative data
Big data has lowered the costs of collecting customer-level information, making
it easier for travel providers to carve out new customer segments and target
those segments with customised messaging, personalised services and, perhaps,
differential pricing. These services will enhance every stage of the consumer journey.
Data will be processed not merely on the basis of expressed or inferred travel
preferences, but data taken from all areas of our personal, professional and consumer
lives. Our ebook choices, levels of physical activity, TV-viewing histories... will all
enter the info-mix out of which smart algorithms pull not only efficient but creative
recommendations for what we do with our holiday time, to proactively make
preparations based on individual needs, and make services slicker and more fulfilling.
The benefits of an open data economy for the brand (and customer) mean that some
form of B2B data sharing will be a feature of corporate best practice in the future.
Even if it is not, data science will have advanced to such a degree that from even the
smallest and roughest inputs we will be able to intuit powerfully telepathic insights
into the motivations and preferences of customers.
This will produce a “Market of One”, in which the feeling of being targeted on the
basis of membership to some imagined demographic or other collective, of being
treated as anything less than an individual, will attract serious ill-favour from
consumers.
15
 “For which, if any, of the following reasons would you be
happy to give permission to a company to use your personal
data?” | % who would give permission to companies for each of
the below reasons | Global average | 2014 September
20% 40% 60% 80% 100%
So that they can provide special offers/
discounts relevant to things I like
So that they can provide me with
personal recommendations for
products I might like to buy
So that they can provide me with helpful
advice and tips relevant to me personally
So that they can learn from my previous
purchases/behaviours and better tailor
their services to me as a result
So that they can provide me with
funny or amusing content

None of these
Source: nVision Research | Base: Mean of 8 countries, 1000 online respondents per country aged 16-64 (Brazil, Italy, Spain 16-54 / China, India 16-44), 2014 September

Pricing gets personal

Differential pricing, known to economists as “price discrimination”, is the practice
of charging different prices for the same product to different customers along the
demand curve. Instinctively this may sound unfair, but many forms of personalised
pricing already exist and produce few objections. Concessions for particular
demographics, like students and the elderly, are commonplace. Loyalty often
commands lower prices, and even advanced technological concerns incorporate
barter and negotiation into the sales models. The aim is for the brand to achieve
across a consumer base “perfect price discrimination”, raising prices for those willing
to pay more without losing another group of more price-sensitive buyers.
Airline, and to a lesser extent hotel, ticket sales already incorporate many kinds of
differential pricing. The aviation sector will be pathbreakers in this area, and rail
and hotel companies can be expected to innovate too. Airline prices already vary
according to how much flexibility and price-sensitivity customers demonstrate.
Booking at the last minute incurs high prices, and investing time in the use of price-
comparison services is rewarded generally with lower prices.
In the Big Data era, Perfect Price Discrimination as a pricing practice, rather than
merely an economic hypothesis, becomes supercharged with possibility. Collecting
data through cookies online would allow brands to tailor prices according to
browsing behaviour, for example reducing prices for those evidently willingly to
compare quotes from multiple sites.
With more creative application of data, prices could be matched based on location
of IP address, purchase and travel history, level of social media influence, willingness
to consent to data sharing, likelihood of lodging complaints, etc. – anything which
helps brands better understand willingness to pay, and capture the loyalty of
travellers who may have something to offer the brand from a media perspective.
Bearing this in mind, differential pricing could be a necessary tool in expanding
the market to allow millions of travellers from emerging economies to fly for the
first time at a price accommodating their generally low personal spending power
– for example, while China is currently the second largest economy in the world in
terms of economic productivity, its GDP per capita is some 4-5 times smaller than
that of the US, so its travellers may have less disposable income to spend on travel.
16
Differential pricing could help travel providers access new customers by offering
them a price which reflects their spending power.

“ Economics suggests that many forms of differential pricing [...] can be good for
both businesses and consumers. However, the combination of differential pricing
and big data raises concerns that some customers can be made worse off, and have
very little knowledge why. [...] While substantive concerns about differential pricing
in the age of big data remain, many of them can be addressed by enforcing existing
antidiscrimination, privacy and consumer protection laws. In addition, providing
consumers with increased transparency into how companies use and trade their data

”
would promote more competition and better informed consumer choice.
Executive Office of the President of the United States,
Big Data and Differential Pricing, February 2015
Despite this list of benefits, few brands have implemented such ideas, and PPD
in practice is largely untried and untested today. Differential pricing often raises
concerns about discrimination, competition and consumer privacy. The current data
economy is largely opaque, the issues at play are little understood by consumers,
and the general perception is that brands benefit more than consumers in data
exchanges which are often coerced or clandestine.
New consumer protection legislation is suggesting strong property rights for
consumers, which could impact the development of some applications of Big Data.
Alongside the necessary and important protection of consumer interests, technology
and business practices in this area are growing and there will surely have been
significant innovation by 2030.
Green responsibilities
There is no space here for discussion about the state of climate science and the
changing global energy environment. As we suggested above, there are some factors
that may point towards an alleviation of some present day concerns but this is an
extremely complex field and there are many unanswered questions. If recent years
are any indicator, climate issues will rise higher on the global political agenda and
receive media coverage. Debate will most likely continue to rage. Awareness will
trickle down to the level of most consumers. This is however one area in which
change predicted in Future Traveller Tribes 2020 hasn’t perhaps materialised as
rapidly as in some other areas. The global recession has taken focus away from
efforts to reduce greenhouse gas emissions, and the cost of emissions remains very
low for the time being.

% of consumers who are concerned and very concerned

Global average | 2014
Cost of energy/fuel
The cost of food
Air pollution
The economy
Water pollution
Food safety
War/terrorism
Climate change/global warming
Fresh water shortages
Loss of species/habitat
Spread of infectious disease 2014
2012
Population growth
20% 40% 60% 80% 100%
Source: National Geographic Greendex/nVision | Base: 1,000 online respondents per country aged 18+, 2014 

17
 What is important to consumer-facing travel services is what kind of emotional
resonance the idea of a changing climate will have with consumers, how far
consumers will identify their own individual travel behaviours as a significant
contributor to the problem, and how likely it is that this would prompt the response
of reduced or reformed travel, even if this would come with personal expense or
sacrifice of some kind.
Studies over recent years have suggested that moral sensibility sometimes gives
way to price sensitivity, and the extra effort required to research and source
environmentally-friendly or otherwise ethical goods is too much for many
consumers in practice.
Unless we see a shift in consumer psychology over the next 15 years, we imagine
that ethical concerns will have a substantial impact only on a relatively small but
dedicated and truly altruistic group of travellers. However, other consumers will
factor ethics into their decision-making in alternative ways as a means of making
a positive contribution. The internet has put into the hands of consumers more
powerful tools for the probing of corporate claims of all kinds. The “new normal” will
be an increased standard of sustainability transparency demanded by consumers –
particularly of brands in the airline and wider travel industry.

“ Today a small percentage, perhaps 10 to 15% will seek out the greenest
method of travel, but the percentage who choose not to travel entirely because of

”
environmental impact is so minute as to be statistically irrelevant.
Ray Hammond, Futurist

18
T h e W orld in 2030:
t h e tec h nological
landsca p e
T here has been a tendency in the market research community to segment
consumer groups along the lines of their degrees of resistance to “Technology
with a capital T”, a tendency founded on the notion that the digitalisation of lives,
societies and processes is something which can be actively identified, circumscribed
and opposed if any citizen so wished. Even now, the idea that Technology is
something that any man can walk away from seems preposterous. As smartphone
penetration approaches ubiquity, connectivity covers the globe and today’s techy
Gen Xs begin to form the upper age brackets, descriptions of consumer groups
untouched by technology lose all meaning entirely.
What will separate users will be their preference for certain kinds of computer interface
and certain kinds of experience from technology. Some will go so far as to insist
that technology has made the world worse, even as they rely heavily on it for their
material wellbeing, personal security, social fulfillment, continuing good health
and freedom of opportunity. The high-tech ecosystem will be diverse enough to
accommodate this nostalgia for a pre-digital age, and any other conceivable attitude.
Some will prefer those “ambient” technologies which blend invisibly into the
background. Some will prefer those which drastically alter reality before one’s eyes.
Some will prefer those with the look and feel of the analogue devices of yester-year.
Some will ask technology to play human. Some will engage with technologies on its
own terms and in its own languages.
Many of the digital communication aids, distribution systems, sensing and
identification technologies, and choice management tools described here already
exist in some form. Their potential lies in their migration from the drawing boards and
into hands, homes, hotels and hearts of billions worldwide over the coming decades.
That being said, we must be careful about overstating the case that technological
systems will sweep away all existing operational inadequacies, create dazzling
new efficiencies and handing a chalice of infallible consumer insight to first-mover
businesses, particularly if this involves passing the operational buck to technology
and devaluing human input. Basic customer service must still be high on the agenda,
and the basics will still be difficult to get right, particularly for machines alone.
These technologies have the potential to help brands engage with consumers with
offerings personalized to an unprecedented degree, and therefore to make the
experience of flying safer, faster, cheaper, more convenient and more comfortable for
the consumer. We discuss the potential and implications for this below.

Connectivity, everywhere

“ Business people want to continue working 24/7 no matter where they are, where
they’re travelling to, how they’re travelling and what they’re doing. There is no
longer for these people a division between work, relaxation and playtime. Anytime is
potentially worktime. Everything that they enjoy at their place of work, be it a mobile
place of work or a fixed office, they want with them all the time wherever they are, and

”
that does include on aeroplanes and trains, and in cars and hotels.
Peter Cochrane, Futurist and Entrepreneur

19
 Only the seriously impoverished have to go unconnected in this century. For many, it
is a case of which connected luxuries will be built on top of this fundamental right.
Telecoms providers will put agreements in place for cheap international roaming
– but Wi-Fi will be the main source of connectivity, and will be ubiquitous. Today’s
travellers are likely to seek out hotels and flights with Wi-Fi; tomorrow’s will view
its absence as an oddity. Consumers will choose between options not on the basis of
whether or not there is Wi-Fi, but how fast it will be.
More broadly, a superstructure of connectivity will support a vast global demand
for instant communication, and activate a multi-billion device “Internet of Things”
comprising, potentially, driverless modes of transport, smart cities and connected
homes.
2030’s connection will be 5G, the fifth generation of mobile network. 5G will
not represent the next in a series of incremental improvements, but a quantum
leap in connection speeds. When Samsung announced the technology in 2013
it was testing at speeds of 1Gb/s. Today, researchers at the University of Surrey’s
5G Innovation Centre (5GIC) are working with speeds of 1TB/s. This is more than
65,000 faster than average 4G download speeds. It is likely that expectations will
be revised upwards further still as 2030 is approached.
In terms of timings, South Korea – the pioneers of 4G – aim to have a trial network
in place by the time of their hosting the Winter Olympics in 2018. Elsewhere, we
can expect trial networks in place by 2020, and for 5G to have made significant
inroads globally by the middle of the next century.
In-flight cashless payments, real-time tracking of flight progress, HD video
streaming... these technologies already exist, albeit only on some, generally
premium, tariffs. As they go mainstream, and potentially make their way into the
systems of even LCCs, by 2030, they will improve organisational efficiency and the
customer experience.
Connectivity is not just a facility – it is also a lifestyle. It is a lifestyle that some will
relish, and some will look to escape. Connectivity and connected devices will be
ubiquitous. To expect to be able to find spaces worldwide untouched by technology,
and travel experiences which are largely “analogue”, will be (if it is not already) rare.
However, we expect to see some form of today’s “Digital Detox” holidays existing still
in 2030. Though they will not be able to offer a wholesale absence of connected
technology (this could be impractical, even personally damaging in 2030), they
will be able to offer curated experiences in which technology seems to disappear
in favour of a nostalgic “simple things in life” experience. This may be a highly
technologically-sophisticated illusion. Arthur C. Clarke said that “any sufficiently
advanced technology is indistinguishable from magic”. The cliché of the “magical
holiday” will take on new meaning in 2030.
Polymath devices
Tech will play a greater part in the lives of billions. It will not just be the system in
which they operate, but it will be in their hands.
Though it is very difficult to predict what exact form 2030’s consumer technologies
will take, we can be certain that they will be highly portable. They will not stand
alone, but interact with the billions of other connected devices in the world. They
will therefore position themselves as mediators of our social relationships. They will
allow a vast amount of information to be retrieved instantly, accurately and while
on the move. They will be mobile, but not necessarily mobiles. They will almost
certainly integrate themselves seamlessly into our lives; often we will forget that
they are there. Most importantly, their range of functionality will become more
diverse (in ways which we cannot at this point possibly imagine).

20
Smartphones can already be used in radically different ways by travellers – apps
exist which allow users to meticulously research and store itineraries, but also to
improvise on the spot. We should see mobile tech as an enabler which allows all
manner of travellers to meet their varied goals ever more effortlessly – and without
the need of third party help.
What will be radically game-changing on a global level is not necessarily pioneering
new technologies, but the mass-availability of the low end as devices become
cheaper and earning capacities expand. It is in the nature of networking increasing
numbers of humans that even more powerful efficiencies can be gained.9

“ Integration [of booking] with our gadgets is the most important thing. I bought
a train ticket the other day and by pressing one button, I had the ticket in my email,
the travel plan in my Outlook calendar, with the train times, seat and everything. So I
didn’t need to write down anything. I went onto the website and I bought the ticket.
Information, platform, seat, everything in your calendar. Cross country from London Luton

”
to Leicester. Then I ran out of battery and I was in trouble – but the theory is there!
Business Traveller, Spain
Computers learn human
Automation and robotisation will change the shape of the future workforce.
This may also be an economic wildcard for developed economies, challenging
assumptions that they will grow at a significantly slower pace than emerging
economies focused for the time being on manufacture and exports.
Broadly speaking, consumer-facing technologies will have organic interfaces and
use natural language processing – the main aim of technologists and technicians
going forward will be to make technology behave like people.
Many roles once filled by human workers will be staffed by search algorithms,
robotic bellhops, cashless payment systems, virtual customer service avatars and
fluid biometric processing systems. Gauging changing consumer perceptions and
social attitudes will be crucial in working out over the next years the ideal human-
machine ratio in the service mix.
Will we, as we do currently, allow routine transactions with brands to be
mechanised, but demand a human presence for when things go wrong? Will even
human staff, briefed perhaps in real-time (via wearables) about our preferences, be
appreciated as adding a human touch, or branded as false or creepy equivalents
of robotic or computerised alternatives? Will ambitious gadgetry be dismissed as
wasteful pie-in-the-sky if brands cannot first master the basics of customer service?
This is a question of advancement in technological capability, but also of customer
attitudes towards these technologies, which will not be uniform.
Jarring against our desire for data-driven personalisation and seamless efficiency
will be our nostalgia for human interactions. Human staff, with all their bumbling
idiosyncrasies, may in certain contexts provide competitive advantage, seen as
providing a more authentic kind of service and cultural experience. This will apply
at certain points in the consumer journey (outside of airports particularly) more
than other stages. In any case, consumers will expect better customer service, and
better providers of it will understand that “upscaling” does not necessarily mean
implementing the most advanced technological solution.

“ Automation and robotics will change manual work (primarily) over the next 15
years, not totally, but significantly enough to drive the developed economies – by
which I mean western Europe, North America, Australia, Japan and some others
– back to a slightly higher growth rate than people are currently contemplating,

”
possibly at just over 3% compound over the next 15 years.
Ray Hammond, Futurist

21
 Bodies of research
Each new iteration of a consumer device collects data not only more accurately, but
more ambitiously. In particular, we are seeing the emergence of technologies which
harvest biosignals in an attempt to understand our moods, responses and emotions.
Smartphones, but particularly health bands and smartwatches, are already using
embedded sensors to capture information about changes to heart rates and other
vital signals. By scanning faces, computers are beginning to reach the level of
sophistication needed to decode unspoken reactions to a movie, political debate or
video call with a friend. Neural scanning technologies already give some insight into
the physiology of feeling. Voice biometrics and algorithms which look at the syntax
of our writing to guess our feelings already have wide business applications. As
these more invasive (or so they may be seen) technologies develop, they will change
the terms of exchange in the emerging data market, though whether in favour of
greater willingness or resistance to sharing is yet to be gauged.
This would represent a big step in terms of what businesses can learn about
their customers, and the level of personalisation that could be offered. Biometrics
also hold potential for new secure and streamlined payment methods, and the
monitoring of biosignals would help with the reading of potential security risks, or
the identification of vulnerable or unwell travellers in need of assistance, even in a
crowd.
Airports have special leverage in the biometric data economy. Sharing of biometric
information may be a routine part of security procedures, and therefore a sine qua
non of passing through customs. These systems will not be perfect by 2030 and we
cannot underestimate the amount of red tape that will accumulate here. However,
consumer-led pressure to make the customs process less cumbersome, combined
with the (no doubt long-continuing) sense of a global terror threat, could produce
rapid innovation in this area over the next 15 years. Consumer attitudes will also
progress. If the extraordinary benefits of sharing physiological data are made
clear to consumers, knee-jerk distaste for the idea could quickly convert to natural
willingness.
Remote control
By 2030, every square inch of the earth will most likely have been photographed,
analysed and recorded in minute detail by orbiting satellites, and every road and
route mapped by the descendents of Google Earth. This will be a world with little
mystery left in it. For those who choose to make these technologies part of their
day-to-day, exploring the boulevards of a new locale is not so much a journey of
discovery as a reassuring confirmation of what has already been known and seen.
Similarly, online simulations of various kinds have brought the digitalisation of “try
before buy”, and the consumer of the future will have ever greater power to reliably
pre-test any product and pre-experience any experience if she so wishes.
Hotels and airlines will offer immersive “previews” of their services through virtual
reality technologies. Today these are primitive and monosensory – geotagged
photos, GoPro remote tours, interactive videos. In the future, brands will offer
immersive, virtual reality evolutions of this concept using technologies such as
Oculus Rift, bought by Facebook in 2014 with precisely the purpose of extending
the VR headset’s potential to applications outside of gaming.
Technically, these applications will be well able to cater to our wildest imagination
by 2030. They could transport us to the other side of the world and back in minutes.
They will take us on journeys into remote times as well as places. They will offer
highly theatrical and diverting experiences.

22
 Trend in Action
Between September and
November 2014, Marriott
Hotels toured a selection of
US cities with eight “Travel
Teleporters”.
Each Teleporter was fitted
with a VR Oculus Rift
headset, providing users
with an immersive sensory
experience of the Black Sand
Beach in Hawaii, the top of
a skyscraper in London, and
Marriott’s custom-designed
“Hotels of the future”.

Whether they can offer true travel is a question for philosophers more than brands.
Pragmatically, no matter how powerfully technology can realise these visions, they
will be no substitute for travel. Their role will be supplementary. To claim otherwise
is to be overly generous to the power of the technology, and to simplify the needs
of the traveller. Nonetheless, they are worthy of investment from travel brands
if only for the fact that simulations can, presented to consumers, mitigate risk of
disappointment, and encourage more adventurous travel to more diverse regions.
In some contexts, this will be a routine part of the booking process, particularly for
flights and hotels. In others, arguably those closer to the heart of the motivation to
travel, this will be a highly divisive option. “Spoiler consciousness” is already
strongly operant in the way in which global customers consume serial media.
Suspense, anticipation, the allure of the unknown... these qualities will prompt
many to step away from the headset.

23
 T ravel tec h timeline
Here we present some speculations for how certain travel technologies, and their
shaping macro-trends, will evolve over the next 15 years.

ASEAN Open
Skies Policy
begins

Europe surpasses
pre-crisis
affluence

Middle Eastern airports

handle over 400
Emerging markets million passengers
travel boom

Aviation biofuels
reach cost parity
P RO B A B I L I T Y

Driverless cars
ready for public
roads

20% of
households own a
S ECTOR VR kit

DI S RU P TER S

2015 2020
24
 Global life expectancy S TRUCTURAL
to be 76 years
(2013: 73 years) CHANGE S

5G mobile
internet
ubiquitous
Global middle classes grow
to 4.9 billion, and comprise
Social networking 2/3rds of Asian population
reaches 90% in
UK

Dominance of English as world language

diluted by rise of Mandarin, Hindi, Arabic &
Spanish – and near flawless translation apps

Smart shoes
and jackets are
widespread High speed rail
makes up 30% of
new track

Electric cars make

up 30% of new
vehicles Civilian space
travel begins to
take off

Hybrid aircraft
engines
General Artificial
Intelligence is
developed (15%
possibility)

2030
25
 W h at are “tribes”
and w h ere do
t h e y come from?
The drivers discussed above are the shaping contexts for the traveller groups of
the future; now we move on to describe these groups. Demographic, economic,
consumer landscape and technological changes to come have been at the forefront
of our minds in developing these tribes, but to segment consumers straightforwardly
in terms of their adoption of and resistance to these changes, or the extent to which
they are directly impacted, is not satisfactory in building a three-dimensional image
of future travellers to focus on the deep-seated values and ideals that will truly
impel their travel.
Many of the technologies described above are best thought of as enablers/disablers
which give expression, at various points in the consumer journey, to deeper
motivations. They play a large role in the imagined behaviours of the future tribes,
but not, strictly speaking, a central one. At this point we explain how we presume to
have accessed these motivations.

The history of consumer tribes

The notion of differentiating between groups of consumers on the basis that
they have different characteristics that make them suitable for different products,
services and marketing messages has been a well-accepted part of marketing
practice for decades.
Such groups, which can be referred to as tribes or segments, can be differentiated
on the basis of any of a number of features such as demographics, attitudes to the
product category in question, in-category behaviours, geographical location, product
needs, product consumption occasions, and others.
Much has been written in the marketing trade press over recent years about the so-
called “segment of one”. This refers to the idea that modern consumers increasingly
demand the kind of personalization in delivery of products and services that
effectively treats each consumer as an individual. Such an argument is, indeed,
in line with the prevailing consumer trends that we have discussed in previous
sections.
Furthermore, the kind of hyper-customisation that consumers are already starting
to look for will continue to grow so that by 2030, we expect it to be a default
expectation among many consumers, in certain situations at least. Clearly, this
philosophy runs counter to the notion of segmentation, which, in its essential form,
is about attempting to group consumers together on the basis of shared needs.
We believe that considering tribes or segments of consumers is still a valid
exercise, and will continue to be so for the foreseeable future. While consumers
are individuals, and increasingly recognize themselves as such, there is sufficient
sharing of travel-related needs that it is possible to group consumers together,
given the significant efficiencies in marketing that this approach can provide. Our
understanding of what constitutes a valid and efficient group has however had to
change.

26
A new kind of traveller, a new kind of tribe
When Amadeus last looked at the issue of traveller tribes, back in 2007 when
they looked ahead to the world of 2020, the groups that were defined were built
largely from functional building blocks such as demographics, nationality and travel
behaviour (e.g. business versus leisure travel).
Fast-forwarding now to 2015 and building tribes that will be relevant to the world
15 years hence, we believe that a new approach is needed.
Over the past ten years we have seen considerable evolution in societies and
technologies, and an increasing awareness of complexity. We occupy multiple roles
in our lives, each carrying different responsibilities and requiring different forms of
support from brands.
Because of this we have decided to build traveller tribes for 2030 on the basis of
more fundamental and relevant building blocks. By considering what travellers are
and will be looking for from their travel we remove less relevant “hygiene factors”
such as those used to build tribes in the past, and produce groups that are united by
their shared desire for a particular type of travel experience.
At the same time, we recognise that these tribes are not mutually-exclusive and
distinct silos into which consumer groups can be neatly placed. We acknowledge
that any one traveller’s attitudes exist on a spectrum (risk-seeking vs risk-averse,
choice-limited vs choice-liberated etc), and, though many readers will recognise
broad similarities between their own behaviours and those of one or more of the
groups here, this recognition will naturally be partial.
Furthermore, their position on any one of these spectrums may have no absolute
bearing on their position on any other. Any one traveller’s behaviours and attitudes
vary according to their priorities and obligations for any particular trip, and may
well differ greatly when it comes to a different trip. Theoretically, the motivating
values characterising each tribe can guide decision-making at every step in the
consumer journey from inspiration to evaluation, and they have been designed with
this criteria in mind. However, any one traveller may also shift between a number of
camps at different points in their journey, or be nudged from one camp to another if
something goes wrong or if some intervening circumstance disrupts their plans.
The tribes are best thought of as provocative caricatures, capturing clusters of
behaviours and requirements, designed to inspire conversation amongst travel
brands about the support services they will offer to tomorrow’s travellers.
Some illustrative spectrums

Improvising Itinerising

Immersion Comfort

Self-funded Expensed

Self-service Concierge

Serendipity Personalisation

27
 The process of developing tribes
The six tribes described in this document were the result of a careful and considered
process, representing our belief that it is only when ”science meets creativity” that a
vision of the future can be created that is simultaneously compelling and defensible.
Clearly, tribes have to be recognisably real but at the same time show signs of their
being products of the enormous change we will see in the future. They have to be
both creatively visualised but also rooted in a measurable truth. We strongly believe
that our tribes achieve this.
The journey by which the tribes were hypothesized, constructed and then validated
involved various teams and resources at Future Foundation, consumer and industry
representatives in 12 global markets, key members of the senior team at Amadeus,
and recognised futurologists and travel experts (see Appendix for details). It
consisted of 6 key steps, as follows:
1. The project team were briefed on Future Foundation’s roster of 60 established
and emerging consumer trends. These trends are relevant across consumer
trends rather than being travel-specific.
2. The team evaluated the trends on two key dimensions:
a. Importance to consumers in 2030 (using forecasts and judgments based on
Future Foundation’s tracking data);
b. Relevance to travel.
3. This first-phase analysis produced a subset of some 25 trends which formed the
basis for a first immersive workshopping process where the trends were further
evaluated and regrouped, producing 10 focus areas.
4. These focus areas were validated and characterised by means of qualitative
research, consisting of:
a. In-market research utilizing Future Foundation’s network of trendspotters in
12 markets (see Appendix for details);
b. A series of in-depth interviews with 4 recognised futurologists and travel
experts;
c. A series of in-depth interviews with 5 senior Amadeus staff.
5. Having thus validated many of the driving forces that will shape the needs of
future travellers, Future Foundation developed hypotheses for a number of
traveller tribes.
6. These were presented, discussed, evaluated and refined at a second
immersive workshop, resulting in the 6 tribes presented here.

28
I ntroducing
six traveller
tribes for 2030
A s we have explained, thinking has evolved in two ways since 2007 and the
previous report. We have moved from a “demographic” to a “psychographic”
approach, and we have extended our reach forward from 2020 to 2030. By way of
an introduction to our six tribes, it is useful at this point to explain how we have re-
frameworked 2007’s tribes.
Original four tribes for 2020
Active Seniors. As global populations age, there will be more healthy and active
retired people (aged approximately 50-75 years by 2020), with more disposable
income, taking holidays and short breaks to relax and enjoy life and the freedom of
retirement.
Global Clans. With the global growth in migration, increasing numbers of people are
travelling internationally, either alone or in family groups to visit family and friends
for holidays which enable them to be together and re-connect.
Cosmopolitan Commuters. Growing numbers of people are living and working in
different regions, taking advantage of falling travel costs and flexible work styles to
give them greater quality of life.
Global Executives. Senior executives making short and long-haul journeys abroad on
business, travelling in premium or business class.

Simplicity
Searchers

Ethical ACTIVE Cultural

Travellers SENIORS Purists

GLOBAL
CLANS

COSMOPOLITAN
COMMUTERS

Obligation Social
Meeters GLOBAL Capital
EXECUTIVES Seekers

REWARD
HUNTERS

29
 Evolved six tribes for 2030
We see these categories to have touched upon some valuable distinctions, and
many of the themes which inspired these categories – ageing societies worldwide,
the growth of flexible working options, the growth of VFR travel and multi-located
living – are drivers which we see having continuing importance past 2020 and into
2030. However, we have looked past the superficialities of demographic breaks, and
drilled into the key motivations and needs behind these categories, emerging with
six tribes, as follows:
Simplicity Searchers value above everything else ease and transparency in their
travel planning and holidaymaking, and are willing to outsource their decision-
making to trusted parties to avoid having to go through extensive research
themselves. This group takes in Active Seniors and Global Clans principally.
Cultural Purists treat their travel as an opportunity to break themselves entirely
from their home lives and engage sincerely with a different way of living. Elements
of this tribe are similar to Cosmopolitan Commuters.
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. They will exploit the potential of digital media to enrich and
inform their experiences, and structure their adventures with the fact of their being
watched by online audiences ever present in their mind.
Reward Hunters are the luxury travellers of the future that seek a return on the
investment they make in their busy, high-achieving lives. Linked in part to the
growing trend of wellness, including both physical and mental self-improvement,
they seek truly extraordinary, and often indulgent ‘must have’ experiences.
Obligation Meeters have their travel choices restricted by the need to meet some
bounded objective. Business travellers are the most significant micro-group of many
falling within this camp. Though they will arrange or improvise other activity around
this purpose, their core needs and behaviours are mainly shaped by their need to
be in a certain place, at a certain time, without fail. We expand here on many of the
behaviours described in Cosmopolitan Commuters and Global Clans.
Ethical Travellers allow their conscience, in some shape or form, to be their guide
when organising and undertaking their travel. They may make concessions to
environmental concerns, let their political ideals shape their choices, or have a
heightened awareness of the ways in which their tourism spend contributes to
economies and markets. Ethical consciousness was referenced in 2007 as being
important to Active Seniors.

30
G etting to k now
S im p licit y S earc h ers
Introduction
The prospect of a “leisure society” has been much vaunted over the years. Nowadays
it is often described as a techno-utopianist fantasy – if it hasn’t happened up to now,
it won’t happen. And, indeed, the four-hour work day seems like an alien concept to
those in many advanced economies (and particularly so in emerging markets), with
people working longer hours generally than at any time in the last century.
Nonetheless, micro-work networks, industry technologisation and robotisation, and
the improving efficiency of digitalised service industries will mean that, for those
willing to spend, there will be no administrative chore or research task that cannot
be outsourced to some human or (increasingly) machine agent. Material affluence
in 2030’s developed or developing markets will be such that many will be in the
position to live this way round-the-clock, and those who are not will still treat their
holidays as an opportunity to experience this kind of lifestyle.
Simplicity Searchers will invariably take these options. They will want as much as
possible to be done remotely or by third-parties. They will want options to be laid
out before them in simple and transparent formats. They will not insist on managing
every little detail of their break on a granular level, but use third parties and systems
to simplify their choices into traditional packages, or “bundles” of choices.
Holidays for this tribe represent a rare time in life to pamper oneself. Challenging
oneself is not a priority. There is a paradox at the heart of this tribe – they may want
nothing more than escape, rest and rejuvenation, to forget home life and its worries
as far as possible, but true ease relies on these home comforts. They may be money-
rich and time-poor. They may feel “burnt out” by their busy lives. Simplicity Searchers
will be largely uninterested in engaging with different cultures or broadening their
horizons. Their ideal will be to safely and comfortably flip the “off” switch on their
consciousness for a fortnight.

31
 Many millions of new travellers from emerging markets will fall within this category.
They will be attracted to packages which offer the ability to dip a toe in the
waters with the assurance of their safety and enjoyment, and a structure for their
experience in place. A sense of “adventure” will be less important than “the basics”,
whether that be the simple pleasures of good food and good weather, or taking in
the iconic cultural landmarks spurned by more seasoned explorers.
Amongst all of the technological innovation and lifestyle change described in this
report, the behaviours of this tribe will look the most familiar to travel providers.
Directions for Simplicity Searchers
Experts for everything. A diverse “decision-management” industry will exist in 2030.
The “agency” ecosystem will surely grow, encompassing traditional travel agents,
digital and social media agents and even algorithmic or “robo-agents” (along the
lines of the “robo-brokers” currently disrupting the investment advisory industry).
Peer-review networks will commonly be officiated by brands, a move which,
providing that they are not overwhelmed by paid input, which must be clearly
flagged, could bring regulatory standards to these boards which will reassure future
researchers that the advice they find there is legitimate and impartial. Simplicity
Searchers will want access to a knowledgable community to whom they can
delegate their decision making.
Emerging market presence. The rising BRIC middle-classes take with them on
holiday particular preferences and behaviours. Many millions of new travellers
will seek out iconic tourist sites for the first time. Many will demand “home-away-
from-home” modifications and accommodations which will bring a new degree of
interculturalism to Western nations.
On the other hand, the world is arguably homogenising in certain ways along
Western lines, for example, in the adoption of traditional Western luxury brands
amongst consumers in emerging markets, and in the move to Western-style
shopping malls across the world; it is possible that the current West-led orthodoxy
about what e.g. a “typical” holiday should look like may shape the behaviour of new
emerging market travellers. However, beyond 2030 this category may begin to fade
as travellers from these markets move up the “hierarchy of needs”.
Travel behaviours and needs
Inspiration and booking
Choice-management services. Many will have largely planned out their break at the
initial stage, limiting the points at which they can be successfully approached.

Simplicity Searcher Service Choice

Launched in late 2013 by Four Seasons,
Pin.Pack.Go is a holiday planning service
that “re-imagines the way travellers share
and receive travel recommendations”.
The service enables Pinterest users to
receive personalised recommendations
from Four Seasons’ local experts
Pinners can use Place Pins to create a
virtual map of your vacation itinerary
using their own findings as well as the
Pin.Pack.Go recommendations.

32
Previewing and reassurance. Simplicity Searchers will pass on responsibility for the
success of their trip, but they will not want to feel powerless over their future. They
will want reassurance. They may use a smart algorithm to determine their perfect
option for a seat on the plane, but they may also want to validate the result with
their own eyes before clicking the book button. They will take opportunities to use
immersive technologies such as VR to “preview” their plane seat, hotel room and
holiday activities.
Personalised packing guidance. Much can be done to take the palava out of packing,
which is a pet-hate of the Simplicity Searcher. Airlines can make their luggage
allowance criteria more transparent and uncomplex, laying out clear options with
scaled prices. LCCs in particularly often present this information to consumers
separately from up-front costs. This may be attractive to some customer segments
but it comes at the expense of the goodwill of Simplicity Searchers.
Better direct. Simplicity Searchers will spend more to avoid layovers, connections
and changes during the journey. They will often choose the most rapid transport
options, and may not travel too far afield in order to avoid long flights. They will ask
for their accommodation to be nearby to the airport and local amenities. They set
heavy store in effective public transport infrastructures.
Deferred payment. They may choose affordable credit options for their
holidaymaking, providing that these options are laid out transparently, and the
payment schedule is made easy to understand.
At the airport
Info-light navigation. Simplicity Searchers will favour user-friendly, non-invasive
forms of technology. Wearables will fit their purposes like a glove. They will use
navigation technologies which tell them where they need to go, preferably with
very little in the way of manual input into apps required and no staring at screen
required.
A service, for example, which used geolocation data, willingly shared, to create an
augmented-reality route map through an airport space, or other intuitive solution,
will be widely used. They will happily be shepherded by smart airport systems, and
will readily share their data if this can be shown to result in more streamlined and
hassle-free processes.
Culturally-sensitive service. Many millions of new travellers will be Simplicity
Searchers. Whilst the rebalancing of global power presents an imperative for travel
companies to expand their global reach, it also challenges them to re-engineer
strategies to effectively engage multi-ethnic (and multi-linguistic) consumer-citizens
holding values and attitudes towards brands and behaviours that so often differ
from those in established markets. There is a strong argument to be made for the
automation of service along these lines, or for supplementing human service with
connected aids – how else would it be possible to address each customer in her
native language?
In-flight
Proactive in flight entertainment. Ever willing data sharers, providing that the
benefits of this sharing are apparent to them and are directly linked to the data
being shared, they will be happy to disclose their media preferences to brands –
perhaps by giving access to historical records of their use of subscription streaming
services – to receive tailored content in-flight. The future of in-flight media
obviously does not feature heavy, costly hardware (built into the backs of seats).
Consumers will be mainly tablet-equipped. Airliners will build branded media
platforms (the in-flight magazine for 2030) and offer free or reduced content as
an incentive to use this platform in-flight (as opposed to whatever other apps they
could use).

33
 Simplicity Searcher Tech Choice
Intelligent systems company Nuance
has created Nina, an online assistant
which can use natural language
processing and voice recognition
technologies in order to hold a
colloquial conversation, attempting
to mimic natural speech as closely as
possible. 2013 saw both U.S. Bank and
USAA trial the Nina software in its customer service operations.

On arrival and at destination

Mobility. Simplicity Searchers are the most likely of our tribes to have health and
mobility needs. These could be catered for in some ingenious ways in the future,
in the form of biometric health tracking and geolocation-broadcasting mobility
equipment.
“Bucket-list” tourism. First-time tourists may be attracted to better-known global
landmarks.
Preferred tech
User-friendly interfaces. Interfaces which engage on a simple Question and Answer
basis will be preferred here.
Translation apps. By 2030, mobile translation software will have advanced so as
to allow not only real-time casual conversations to take place, but for in-depth
conversations rich in cultural nuance and local humour. No doubt many will prefer
the authentic experience, but for Simplicity Searchers, these tools will be essential
in breaking down the barriers between themselves and their environments.

“ Mono-linguists will go anywhere. As they walk through the city they will be
within a translation cocoon, though able to engage with road signs, advertisements,
bus numbers, policemen and the public approaching them, through augmented

”
reality and voice translation in real-time.
Ray Hammond, Futurist

34
Pen portrait
Arjun, 40, Indian, Marketing Manager
Arjun’s job is stressful and exhausting, and he doesn’t get much holiday time. Every
year he concentrates his savings into one two-week splurge. This used to mean
backpacking or skiing with his wife, but since their first child was born in 2026,
they generally take more relaxing breaks built around school holidays. Holidays for
him are nothing more complicated than a chance to reset, recover from a year of
overwork and burnout, and cloudgaze for a sweet fortnight.
He spends his days looking at screens, so he goes to a travel agent for a more human
input into his planning. He consents to share his data – his travel history, his recent
browsing history, his media habits, his quantified self outputs, his medical needs – to
help form his ideal package, but the agent also asks questions and looks to probe
his more nebulous motivations for travel. The approach is a mixture of talking and
telepathy, and the results are so thorough and the process so simple, fun even, that
Arjun is happy with the knowledge that he is paying a little extra for their commission.
The package, taking in the destination, flight, hotel, activity, entertainment, food,
insurance, etc. options, is composed of hundreds of tiny customisable modules and
micro-modules, right down to the lighting options in the hotel bathroom. Arjun doesn’t
admit this level of granularity – fundamentally the lighting options in the hotel
bathroom will have no impact on his enjoyment of the holiday, he doesn’t concern
himself – so he consents for the agent to use a mixture of his best judgement, and a
download of his previous experiences, to shape the holiday around his “core” decisions.
The algorithm-informed judgement of the agent is also informed by the shared
data of his family, creating a set of compromises of the three sets of needs and
preferences.
The result is Singapore, and everything is itinerised, a nuanced mix of museum visits
(in which he personally couldn’t be less interested, but will keep the wife happy),
and long, lazy afternoons on the beach. They even book tables at restaurants on the
shore-side. All of this is recorded in an itinerary app with a geolocation-tracking
function to help him keep track of where his family are at all times when their
paths diverge. It already, as he sits in the travel agent’s office, picks up the family
wearables and the connected luggage at home, and he is also given tiny, waterproof,
connected markers for the family to wear in case they want to abandon their
devices at any point.

35
 G etting to k now
C ultural Purists
Introduction

“ Travellers I encounter are now looking to get away from the touristy areas to
discover the ‘real’ place they are visiting. There is a need to eat what the locals are
eating and do what a local would do rather than visit the over-hyped restaurant in

”
their hotel.
Travel Agent, Australia
If the world is indeed liberalising, borders becoming fluid, cultures melding, markets
intertwining... this will undoubtedly bring many benefits for tourists. It creates
a smaller, safer, more open and more comprehensible world. But seen from the
perspective of Cultural Purists, these drivers are taking from the world some of its
diversity, authenticity and mystery.
Cultural Purists use their travel as an opportunity to immerse themselves in an
unfamiliar culture, looking to break themselves entirely from their home lives
and engage sincerely with a different way of living. Their enjoyment of the break
depends on the realism of the experience brands can create for consumers of being
a true-born native.
Specific activities undertaken will vary of course based on the culture this group
attempts to make contact with. In many cases, it will mean diverting from the
“beaten-track”. Research will be sparing, and they will be hostile to pre-planning,
preferring instead to follow their gut instinct (or services which quietly and
ambiently inform or guide this instinct) for what is profound and legitimate over
what is superficial, populist and crassly commercial. They may avoid well-known
research sources (like TripAdvisor), or consult them only to get a sense of which are
the well-rated and commercially successful destinations, attractions and hotels that
they should be avoiding.

36
They will be educated, demanding and self-assured, and though they pose
challenges to travel brands in this respect, their open-mindedness and receptiveness
to propositions out of the ordinary also present terrific opportunities to airlines, rail
companies, hotels and other travel providers.
Directions for Cultural Purists
Dislodging of life milestones. As age-based expectations for how individuals should
behave disintegrate in many cultures, so the experimentalism that has characterised,
for many, youth travel behaviours spreads throughout wider citizen populations.
The “Gap Year” is no longer just for students. Cultural Purism could reach wider
audiences than it once has.
Global culture deficit. It can be argued that globalisation is producing a
homogenisation of world cultures, often along Western lines, a trend which is
sometimes described as “McDonaldization”. If this is indeed the case, the effects on
the number of Cultural Purists we can expect is not clear. Will a diminishing supply
of “Culture” as a commodity decrease or increase demand for it?

“When I buy food, I often look for products that have

authentic origins in a culture, tradition or place”
% who agree or agree strongly | Feb 2015 nVision forecast
50%
Face -to - Face Adjusted | Online | forecast

40%

30%

20%

10%

2000 2005 2010 2015 2020 2025 2030

Source: nVision Research | Base: 1,000-1,400 face-to-face and 2,000-5,000 online respondents aged 16+, GB

Travel behaviours and needs

Research and booking
Taking inspiration from non-travel-related sources. Of all of the tribes presented
here, Cultural Purists are least likely to let their choices be influenced by a Buzzfeed-
style breakdown of top global “must-sees”. They will be more likely to travel in order
to realise some long-standing ambition, or bring some long-standing intellectual
pursuit to life. They may follow their reading, charting the courses of their favourite
literary and historical figures, build up their knowledge of a foreign language, or
time their trip with religious and cultural events valuable to them.
37
 More sophisticated travel agent recommendations. The Cultural Purist’s preference
for local, or otherwise “niche” experiences, suggests a continuing role for the
specialist travel agency. Today, agencies and tour operators like Intrepid, aim to
help customers eat, drink, sleep, dance, sing and navigate like a local. However,
travel agents will need to continually upgrade their global awareness, work harder
to uncover “hidden gems” in a well-mapped world and avoid “off-the-peg” offerings
at all costs. Cultural Purists are tough taskmasters, perhaps even instinctively
suspicious of the usefulness of recommendations produced by commercial interests,
and only the most imaginative and surprising directions will meet their needs.
“Word-of-mouth”. The ideal source of inspiration for the Cultural Purist is “word-of-
mouth”. Any recommendation made to them should present itself in this way. Many
will also use close-knit, small-scale online social networks based around particular
interests and needs to kindle their thinking.
Avoiding network carriers. Cultural Purists may have a preference for the “local”,
meaning that they might pick out smaller airlines serving “minor” or “secondary”
airports, rather than opt for major international carriers flying to well known tourist
destinations.
Price sensitivity. Cultural Purists are perhaps most likely of all the tribes described
here to travel alone. They may be students. They may find pleasure in holidaying as
cheaply as possible, associating pampered luxury with inauthenticity.
Flexible options. Cultural Purists will value impulsiveness and experimentation,
making them less responsive to propositions, even money-saving propositions,
which tie them to particular courses of action absolutely, or on a repeated basis.
They will be interested in flexible tariffs, will want to be able to cancel flights and
accommodation at short notice if their whims take them in a different direction, and
will of course be generally disloyal to any particular locale, hotel chain or airline,
ruling out the effectiveness of some loyalty schemes.
At the airport
Human(like) airport concierge. Cultural Purists will resist the impersonality of cyber-
mediated service. This resistance may be futile in all but the contexts of “luxury”
travel (to which Cultural Purists may, generally, be less receptive). Instead we can
talk about human-like digital concierge services, using Natural Language Processing,
organic and analogue interfaces and culturally-adaptive software, popular amongst
this group. More radically, they may embrace imperfections in customer service, to
an extent, in the name of “local character”. The worst thing that service can be for
the Cultural Purist is bland.

Cultural Purist
Tech Choice
Chicago-based
start-up Options
Away allows
hesitant travellers
to hold flights
and lock in their
prices for up to
3 weeks. Options
Away charges a
relatively small fee per lock-in and is only available for domestic flights.

38
In flight
Charismatic transport. They may see fluid, standardised airport processes as lacking
in character. They may prefer to fly to smaller, peripheral airports, or even circumvent
air travel altogether as much as is possible, adding rail, ferry, boat, hovercraft and
other forms of potentially charismatic transport into their travel mix when they can.
This will be particularly attractive when touring multiple destinations within close
geographic proximity – in exploring clusters of islands in the Asia-Pacific region for
example.
They may look to imitate the locals in their travel customs and transport
preferences, and may be drawn to travel planners and providers that can support
this. Cultural Purists will ask that the experience of cultural immersion begins long
before they leave the airport at their destination – it should be felt as they collect
their baggage, as they are welcomed from the plane, even in-flight. The process
must be part of the experience.
On arrival and at destination
Curated discovery. Hostile to pre-planning, the adventurer’s mindset of the
Cultural Purist will be celebrated by apps/tools that make suggestions and allow
improvisations in situ. Better network infrastructures will make this eminently
possible.
“Surprise and Delight” has been an established marketing maxim for decades. In
an environment where data is increasingly leaned on and proactive anticipation of
needs is increasingly held up as the ideal of service, the challenge of delivering the
unexpected at scale is intensified.
Cultural Purists may be suspicious of recommendation engines, viewing them
as a trap reinforcing established preferences. In other words, they want their
preconceptions, likes and dislikes to be challenged, not consolidated, by their travel
experience. For those seeking authentic immersion in the unknown, “personalisation”
may be something to dial down wherever possible.
Unknown pleasures. Cultural Purists will be attracted to all things untouched,
uncharted and unsupervised, as scarce as these experiences may be in 2030.
Some consumers might be willing to go a step further and position themselves
as “discoverers” of truly unknown territories, courting a sense of risk or danger
(or favouring experiences where this sense is curated for them). This will come
by degrees. A Cultural Purist’s holiday would not necessarily exclude immersion
in cosmopolitan museums, galleries and historical landmarks, rather than cafes,
family-run restaurants and shanties, if this is seen to be where the heart of a locale’s
culture lies. However, the “touristic” will be repellent to this group.
Sharing Economists. The growth in recent years of the likes of Airbnb and Uber has
been fuelled by the Cultural Purist.
Niche “tourisms”. Cultural Purists find satisfaction in their minority status, and are
attracted to niche propositions. From “food tourism” to “flower tourism”, “last chance
tourism” to “music tourism”, the amount of nomenclature for travel driven by intimate
connected communities clustering around a specific interest or need has grown
rapidly in recent years, and it is the Cultural Purist mentality which is driving this
growth.

39
 Preferred tech

Cultural Purist Tech Choice

Algorithms are never neutral, and peer-sourcing information can produce market
distortions. Many will worry that mainstream online resources will produce global
monotony, blandly touristic “hotspots” and a winner-take-all travel market in
which exciting and varied experiences, places and entire cultures will be “edited
out” by algorithms. This could drive demand for services which burst the “Filter
Bubble”, thinking outside of the box on the traveller’s behalf.
Although we imagine that Cultural Purist may view “Technology” as a barrier
between themselves and an authentic engagement with other cultures, the right
apps also have the potential to make this engagement possible. Technology as
we understand it today has not shaken off its association with hard logic and
calculation; in the future, less intrusive forms of technology coupled with more
imaginative forms of recommendation and activity-curation could help enhance,
rather than dull, a tourist’s sense of what it is to be an adventurer.
Traffle advertises itself as “shuffle mode for travelling”.
The app brings together information from its users’
social media accounts, and users are advised about
which other people in the area they may wish to meet
up with. By connecting users with like-minded peers, the
app hopes to create otherwise unlikely experiences.
Apps of the future will allow users to establish a perfect
point on the scale between the highly-personalised
and the consciously-challenging recommendation,
with the ability to “dial” up and down the element of
surprise which will bring, for the Cultural Purist, all of the excitement of unknown,
decoupled from its attendant risk of disappointment.
Launched in 2014, Detour is a mobile app
which creates unusual audio-led tours
around San Francisco.
The app claims to build trails around
regional mythology and the home-spun
tales of local raconteurs, presenting itself
as an alternative to the Rough Guide for
the authenticity-seeking traveller. Furthermore, the app is location-aware and
aims for the effect of “ambience”, meaning that it synchronises, with rather than
dictates or distracts from, the wanderings of the listener.

Pen portrait
Kwame, 28, South African, Freelance Author
Ever since his journey north to Kenya last year, Kwame has been immensely interested
in the cradles of civilisation, eating up ebooks and watching documentary after
documentary online. Chief among them for excitement and colour, in his mind, is Ancient
Mexico. He has harboured the idea of going off and exploring the ancient ruins of the
Olmecs and Aztecs for a few years now, deciding to wait until he is far enough along
in his reading, and his learning of Spanish through an immersive online course (he
can’t abide those phoney translation apps), so that he can really get the best from it.
40
He develops his plans on a social network for people interested in primitive cultures,
Atavista. He follows the blogs and vlogs of experts in the field of anthropology,
charismatic travellers and expert travel agents, bringing their opinions together in
his mind about what approximately to do and where approximately to go on his
trip – though he doesn’t want to stifle the authenticity of his experience with too
rigorous planning.
It is on this site, during a webinar on the provenance of the Aztec Calendar Stone,
that he first finds out about a special week of events – talks, live music, poetry,
dancing – held in a few months’ time at the National Museum of Anthropology. Quite
a few people on the site are going. Previously anxious about travelling alone, and
never having gone so far afield from home before, this is just the impetus he needs
– he can check in with his online friends when he is there if he feels overwhelmed.
He books his trip, customising on a granular level to strip himself of every home
comfort he can stomach to lose – he wants every detail to be as authentic as possible
– and pays a little extra for an open fare in case he wimps out at the last minute.
When he arrives, he logs into a sofa-hopping network to arrange for a place to stay
for the night, and locals to eat with. There are plenty of options in busy Mexico City,
and once he decides whom to stay with, he sends a few messages back and forth
and confirms his time of arrival – roughly. He will pay cash-in-hand for three nights.
He wears his connected eyewear around the city, which gives non-obtrusive pop-up
flashes of information and insight on what is around him, without detracting from
the feeling of being, like a 17th century conquistador, on strange and wonderful
alien soil. When touring the ruins, the audio app pools his data on his reading and
his progress on a MOOC on Aztec Civilisation, to create an audio tour tailored to his
level of expertise. Augmented reality brings a long-lost culture to life before his eyes.
In general though, he finds Mexico City to be too clogged with tourists for his taste, and
after two days changes his plans (sending his host family an apologetic message and
receiving a partial refund via automatic transfer through a payment app) and heads to
a quieter village further north. Here, he uses an app to explore what is going on in the
local area – what are people talking about on social media? Any events? Do I know
anyone here? – and dials the personalisation coefficient down and the serendipity
coefficient way up – he wants to be absorbed entirely into the local culture.

41
 G etting to k now
S ocial C a p ital S ee k ers
Introduction

Social media will play an ever-expanding role in the lives of worldwide majorities.
Many however, will set a boundary between their online and offline lives, viewing
networked social conversations as imperfect substitutes for “real” human contact,
and their online selves as at most only tangentially related to the person they really
are. They will be able to close the Facebook window and get on with their lives.
For a tribe of Social Capital Seekers, the distinction between physical and virtual,
authentic and inauthentic selves will be less clear. They may even view their online
avatar as more genuine. More likely though, they will have exploited the potential
of their digital media to enrich and inform their offline life, and vice versa, with
such skill and expertise and to such benefit that they will develop a sixth sense for
the social. They will see the world in terms of its potential for creating spreadable
content, with the visual sense of a film director, the narrative sense of a script writer
and – perhaps most importantly to the future Social Capital Seeker – the business
sense of an international entrepreneur.
Influence in 2030 will be massively monetisable. The right Tweet to the right brand
is already worth something. In the future, all consumer-facing brands will tier their
offerings in some way according to the level of customer clout (this data is very
easily accessible and calculable). This economy is currently embryonic and informal,
and customers are more often than not the active party here. Going forward,
customers will be proactively invited to rent out their channels to brands for a fee.

42
“ Tomorrow’s data scientists will be focused on uncovering new insight into
social behaviour to better identify the key influencers within a social network.
Personalisation, around bundled and unbundled services including of price, will
be linked to the traveller preferences, value and their position within the social
network. Travellers will use intelligent agents to sift through large volumes of

”
vendor offers to bring out those that are most relevant to the user.
Norm Rose, President of Travel Tech Consulting, Inc.
Travel will be enormously attractive to this group. Travel has always carried social
capital, and our appetite for updates from our adventuring friends and families will
be infinite. Moreover, it makes compelling content for those looking to reach mass
audiences.
Social Capital Seekers will not only naturally structure their holiday activities and
guide their behaviours with their online audiences in mind, but we can foresee a
market for “clout-boosting breaks”, filled with consciously feed-friendly moments
designed to help users “top-up” their network influence. This is an extreme example
of a general truth for this tribe – a holiday is not entirely one’s own: it is made for
sharing.
For Social Capital Seekers, always “half here, half there”, the journey doesn’t end
when they touch down again on home soil. Part of the point of travel for this
group is to reap the longer-term benefits of the experiences they have had. On
one end of this scale, this will mean revisiting stored memories. On the other, this
means basking in the adulation, like a rockstar returning from a world tour, of their
followers back home. This tribe therefore, for all its novelty, takes in one of the most
traditional travel tribes – those who make rites-of-passage. Many will travel for no
other reason than “in order to have travelled”, or “in order to be well-travelled”.
Directions for Social Capital Seekers
Though there is and will remain a stubborn percentage of consumers, between 5
and 10 percent perhaps, who will resist the pull of social networking (and probably
as much as possible technology), the logic of Enterprise Networking will punish this
choice more and more strongly.

% who use social networking sites in the last six months

July 2014 nVision forecast

100%
Actual Forecast
80% GB | Spain | France | Germany | Italy

60%

40%

20%

2010 2012 2014 2016 2018 2020

Source: nVision Research | Base: 1,000-1,400 face-to-face and 2,000-5,000 online respondents aged 16+, GB

43
 Across global markets, the proportion of social networkers is beginning to plateau
at between the 70 and 80% mark. This does not take into account, however, the
frequency of social networking, which will no longer become a more “ambient”
aspect of consumer lives. Though it may not make dramatic inroads amongst new
audiences in the way that we can expect new consumer technologies to, it will
penetrate their lives more deeply.
Travel behaviours and needs
Inspiration and booking
Peer-validated decision-making. There is a clear tendency amongst this tribe to trust
real people’s statements over sales pitches from travel agencies. Decision making
will be validated, or even outsourced entirely, to an online electorate. “Trendy”
destinations will be preferred. “Bucket lists” will be consciously or unconsciously
crowdsourced.

“ In the past, every time I came home from a holiday I used to upload all my
photos onto Facebook but now there is that instant gratification of loading a photo
moments after taking it. It almost validates the experience that I am having in the

”
present moment.
Leisure Traveller, Australia

Social Capital Seeker Travel

Choice
Travel firms are increasingly
opening their social media
channels to new kinds of
contact with customers
beyond broadcasting news
and managing complaints.
#TweetStay, the latest
venture from the travel-
sector bargaining platform
Stayful, allows prospective
travellers to outsource their
discount-seeking to Stayful
travel experts, contactable through Twitter.
Customers simply tweet @Stayful, specifying where and when within the next
30 days they plan to leave, how much they want to pay, and for how long they
will be visiting. The Stayful concierge then negotiates with boutique hotels and
returns with special offers. Stayful can guarantee superior prices because they
work in real-time; hotels are able to fill otherwise unoccupied rooms at short
notice.
For this tribe, reaching travel providers through intermediary services integrated
into social media platforms, which may well be widespread by 2030, will not
only be a powerfully convenient and natural option, but would also let them
parade their travel plans to their eavesdropping networks (without, perhaps,
seeming explicitly to do so).
Loews Hotel also lets customers book rooms through Twitter using the hashtag
#bookloews, Conrad Hotels visitors can book through Instagram, and airline
KLM’s Facebook and Twitter followers can book, change or cancel a flight by
sending over details through social media platforms.

44
Social media booking agents. Travel agents will go social. Third-party expert
researchers will be a common conduit to purchase.
Strong brand presences. Social Capital Seekers will assume that leisure providers,
hotels and activity designers have a social media presence. Brand representatives
will need to be trained and equipped to handle price negotiations, cross-sell,
respond to complaints and generally to communicate in ways appropriate to the
contexts at play (including the specific languages associated with each social media
platform). Responses will be expected to be instantaneous. By 2013 already 20% of
consumers in the United Kingdom expected a response to an enquiry or complaint
within an hour.10
At the airport
Feed-friendly experiences. This represents a whole new paradigm for travel, and is
the most important and challenging thing for travel brands to get right for Social
Capital Seekers. This applies throughout the journey (though the airport and hotel
are particularly loaded with opportunity). Social content is at an age of content
overload and time-crunch has come to be synonymous with short-lived, witty, quirky,
colourful and exceptional moments. The most important thing that travel brands
can do for this tribe is a) to curate such moments, and b) invite customers to move
between social media and physical spaces seamlessly to capture and promote these
moments. This will be a form of concierge service.
Social Capital Seekers may be particularly open to luxury offerings (a la “Rich Kids
of Instagram”), but for travellers across the full price spectrum, appetite will be
ravenous for moments of shareable wish-fulfillment.
Establishing ROC. Customers will not engage for free. There will be no stigma
attached to filling a friend’s social feed with commissioned images and product
recommendations, but social capital rentiers will ask for valuable, personal and
imaginative returns on their investment.
Moreover, they will understand that their online endorsements are valuable, and will
expect reward from brands. They will expect their networked influence to command
better deals, upgrades, cashback, discounts on fares and reduced prices in duty-
free stores, early-bird access, VIP services. They will favour direct (fare reductions,
cashback) over indirect (discounts, perks) forms of remuneration, unless this reward
is particularly imaginative and, in itself, network-enhancing (producing an ideal
feedback loop from brand to consumer).
Everywhere connectivity. They will be attached to devices, with an eye on what
is happening (and how their adventures are being followed) back home. The
basic precondition of this behaviour is connectivity. Wi-Fi must be easy to access
anywhere, it must be affordable or free, and it must allow sufficient bandwidth to
post without delay multimedia files and messages.
Integrating social media with tech touchpoints. “Geonetworking” (popularised by
Foursquare, now integrated into most platforms) means that while a user might
pass through check-in only once, while at the airport they will “check-in” to many
locations online. Tech touchpoints and paypoints along the journey - retail stores,
restaurants, digital maps and flightboards should allow users to share their activity
with their networks.
On arrival and at destination
Co-creation. A cultural artefact is not something to be treated with silent
reverence. Personalisation will be expected of cabin options, hotel rooms, forms
of entertainment and diversion, structured experiences. More broadly, this
tribe will volunteer their feedback willingly, but expect to see complaints and
recommendations to brands result in visible change.

45
 In review
Tangible and shareable journey outputs. In many ways, this is where travel begins
to pay off for Social Capital Seekers. Behind this fact is a recognition that travel
has “functional benefits” that carry over into the life of the traveller. All experiences
must have tangible and shareable outputs. This could mean providing “highlight
reels” from trips, or other attention-grabbing, aesthetically-pleasing souvenirs. In the
abstract, the ideal will be for the traveller to have enhanced the range and strength
of his social signal upon his return. The success of the holiday will be made or
broken on this.

Social Capital Seeker Travel Choice

For this tribe, a selfie is never
inappropriate.
The Mandarin Oriental Paris
rewards such selfie-centred guests
with a private tour of the locations
in the French capital cherry-picked
for their Instagram-worthiness.
Guests are given a complete list
of the most scenic and photogenic
locations in Paris. While riding
from one selfie spot to the next in
the chauffeured car, guests can post their photos online thanks to the vehicle’s
on-board Wi-Fi. Complimentary Wi-Fi is also offered in the hotel room.
At the end of each month from October to January, the hotel manager will select
the best selfie posted with these tags. The winning photographer will receive a
free one-night stay at the Parisian hotel.
This represents the latest manifestation of a micro-trend developed by a
number of independent hotels worldwide. The La Concha Resort in San Juan,
Puerto Rico, offered last year a “Take a Selfie Adventure” package, including
discounts at the Bacardi Distillery, a Tropical Rain Forest Tour, and kite flying at
historical forts – escapades designed as fuel for smartphone cam trigger fingers.
The 1888 Hotel in Sydney, Australia (its name a homage to the year of Kodak’s
debut box and roll camera) took this one step further in 2013, designing
its entire space, and decorating it with empty and hanging gilt frames, as a
playground for Instagrammers.

Pen portrait
Fionnula, 20, Irish, on her second gap year
Fionnula is lying on the grass in St. Anne’s Park, Dublin, on an unusually hot
weekend in April, thinking about how to boost her online following. Looking out
over the Duck Pond, with the beautiful follies around, she gets the hazy sense
that there is something nice, maybe Mediterreanean-like, about this afternoon,
something she can’t put her finger on.
She takes a photo, and tags it with a temperature and atmospheric reading from
sensors embedded in her smartphone. She sends the Instagram to the account of
@SenseMatchTravel with a budget range and consent to use her social media

46
data in forming a response, and within the hour she receives a reply with three
envelopes, each containing a heavily-discounted personalised offer based on the
service’s interpretation of her Instagram photo, as well as gleanings from her list of
followers, her likes, her recent listening... Amused, she creates a poll on the social
media site where her best-travelled friends hang out. “Which one should I pick?”
She gets an unusually large response – her social media analytics tell her that this
post received 50% more clicks and 60% more likes than anything she has shared in
the past 12 months. Maybe this deal is worth a closer look…
A few days later and Fionnula is snapping a selfie by at the Temple of Isis at
Pompeii, pretending to prop up a column, and her feed is ablaze. She had set the
lifelogging device around her neck to 24/7 record from the moment she arrived, and
her stream is steadily attracting growing numbers of viewers. Subscribers are also
sent an automatically-edited highlights-reel from her day, based on her check-ins at
beacons at areas of interest, detection of noise levels and tracking of her heart rate
and cortisone levels.
She is sure to fill her days with beautiful sights and quirky attractions from her area,
and barely takes a moment’s rest. On one day she uses a geolocation function within
her social app to locate other social influencers in the area. She goes to the beach
with one popular vlogger from the area – they both know that two famous faces
in a video are better than one. She spends her evenings managing her feeds and
producing a daily vlog.
When she returns home, she receives a number of messages through her
professional social network from travel brands inviting her to visit Naples,
Genoa, Sicily... next time, and enjoy discounts and VIP services.

47
 G etting to k now
R eward Hunters
Introduction

As awareness deepens amongst the global citizenry that urbanisation, increasing

working hours, solitary living and technological dependency all contribute to us
giving more of ourselves in our day-to-day lives, the thirst for ‘reward’ from travel
will grow.
The experience of the Reward Hunters ties into a broader trend in what many now
ask for from their leisure. Many have come to crave something that represents a
reward experience, a return on their hard earned investment in the office or their
day-to-day lives. A premium is set on extraordinary ‘must have’ experiences which
promise to help us understand ourselves better, stimulate ourselves mentally, build
ourselves physically and, ultimately enjoy the very highest standards of travel and
hospitality the world has to offer.
This could be wellness-driven such as incorporating a high-end spa experience as
part of a mini or City break. But it could also be something much more spectacular
and different such as flying by private helicopter to a music concert which happens
to be taking place in a different country tonight. The trip would involve not only
sourcing the tickets, long sold-out, but also curating the ‘one-off’ experience
because the time, money and access to this type of travel is available, and is seen as
recompense for the daily grind of modern life.
To describe it as a premium is appropriate. The Reward Hunter will be the energising
audience for innovation in luxury travel over the next 15 years. For a tribe of fitness-
conscious, high net worth and efficiency-oriented future citizens, sanctioned periods
of indulgence or healthy hedonism – of which the best example is the indulgent
spa-based mini-break - will be the ultimate reward for hanging on in there through
a stressful, executive working week. Travel will be seen as the well-deserved but
frequent treat or even the gateway to life-affirming experiences than transcend the
every day routine.

48
As more people in developed markets decide to opt-out of classic family life in
favour of the pursuit of careers or wealth, there becomes increased time to focus on
balancing the stresses of high achievement. Reward will manifest itself in different
forms for different people; we can expect this tribe to seek out wellness experiences
dedicated solely to their own relaxation and self-improvement alongside hedonistic
excess and extreme self-indulgence, whether gastronomic or party-fuelled.
Affluent, globally-aware, refined in their tastes... destination, for these travellers,
takes a distinct backseat to experience. Atmospheric environments equal good
vibes, and these are commodities which will be increasingly at a premium as cities
grow, rural communities disband and untouched regions are opened up to global
capitalism. The Cult of Wellness is already strongly associated with a nouveau luxury
fashionable in developed markets, spurning material for immaterial gain, and we
expect this association to strengthen further in coming years.
Directions for Reward Hunters

“ “Flying to London only for a party will not be an exception by 2030 – at least not

”
for people with a good income and who feel they have worked for it.
Trendspotter, Germany
Driven by singleton societies. Single households are growing in number across
the globe. By 2030, they will represent 20% of households worldwide. Already in
Western Europe over 30% of households are composed of singletons.11 Additionally,
people who do live with family often struggle to find a time when everyone is free
to travel.

“ Solo travel is growing, especially amongst the younger crowd and those who are
looking to discover themselves, think ‘Eat, Pray Love’. This will be more prevalent

”
among women than men who are looking for self-development.
Travel Agent, Australia

Urbanisation. By 2035, 86.5% of the world’s population will be urban.12 If we

assume that cities are built and grow along similar lines as they have up to now,
demand for occasional escape and rejuvenation will necessarily grow.
% of population residing in urban areas | United Nations
projections released in June 2014
100%
1980 | 2015 | 2030

80%

60%

40%

20%
USA

Italy

Hungary
Germany

Turkey
UK

Denmark
Canada
South Korea
Australia
Japan

Poland
Ireland

Czech Rep

France
Spain

Sweden

Netherlands

China
Russia

Mexico
Brazil
Argentina

Source: United Nations World Urbanization Prospects/nVision , 2014

49
 Murdered by modernity. For all enthusiastic uptake of new technologies, and
all faith that coming Digital Revolutions will represent a glorious revolution in
human opportunity, anti-technological sentiment exists, and the worries of modern
living evoke a sense of nostalgia and longing for a simpler, low-technology past.
Consumer groups worldwide are entirely capable of holding these seemingly
contradictory values.
In 2013, 65% of global consumers on average agreed with the statement “the
stresses of modern life mean that people are less happy than they used to be”. By
2014, this had increased to 72%.13 This sentiment may drive desire for “unplugged”
holiday experiences.
Enabled by inequality. As the concentration of wealth continues in both developed
and emerging markets, there will be an evergrowing cadre of super-wealthy with the
resources to pursue their travel reward goals. According to the OECD, the average
income of the richest 10% of the population is about nine times that of the poorest
10%, up from seven times 25 years ago across member nations. Most forecasts
suggest this trend will continue until 2030 without radical intervention.
Travel behaviours and needs
Inspiration and booking
Concierge search. Because this tribe’s ideal travel experience is focused around
having earnt the right to indulge, they want very little to no personal effort to be
expended creating the experience. We can expect a greater reliance on concierge
services, personal assistants and outsourced travel management from ‘fixers’ that
are able to just make it happen at the drop of a hat. The rise of businesses such as
Quintessentially are enabling larger numbers of people to access concierge services
today and with turnover growing at circa 20%, demand seems strong.
At the airport
VIP living. Much of what drives the Reward Hunter is the indulgence of being
unique, having an experience others do not. At the airport this is likely to result
in an increasing drive toward VIP experiences, being taken directly to the aircraft,
without the check-in, baggage or security process and accompanied by a personal
escort. This tribe will seek to mimic the treatment politicians and royalty experience
when at the airport today, by-passing the standard processes most are familiar with.
In flight
Zero-connectivity zones. As we explain below, wellness-oriented holidaymaking
does not necessarily rule out the selective-application of tech-driven efficiencies.
The Reward Hunter is not strictly looking for a “Digital Detox” experience throughout
their travel. However, they are likely to demand sophisticated demarcation of “zones”
in which technology appears to play little part in their journey. In-flight may be
one such restive space in which the advantages of constant connectivity are not so
readily apparent and the flier has an opportunity to indulge in quieter activity.
Uber Comfort. Reward Hunters are likely to seek first-class experiences, open to
the increasing sophistication of airline offers for in-flight products such as spa
treatments, gym usage and flatbeds.
On arrival and at destination
Spa on arrival. For all its new efficiencies and amenities, long-haul air travel will continue
to carry its stresses and discomforts. These will be felt particularly acutely by Reward
Hunters. Spas and fitness studios will spring up at various points in the consumer journey,
be it post-check-in in customer lounges, or immediately on arrival, offering jetlag remedies
and recirculation treatments. The “spa-on-arrival” develops into a mainstream, even
potentially complimentary, offering first for VIPs, and then more broadly.
50
 Reward Hunter Tech Choice
Later this year, Zano Drones will
launch to a select group of 4,000
consumers lucky enough to have
registered and purchased one
of the first batch. These drones
take photos and HD videos of
people from the air, syncing to
the traveller’s iPhone or Android
device in order to be able to
capture special or active moments
such as skiing or water sports. Reward Hunters are likely to be early adopters of
such innovative, but premium-priced technology.

In review
Outputs. Reward Hunters travel in order to return in some way improved and to satisfy
their feeling of ‘I’ve earned it’. In this respect they are similar to Social Capital Seekers.
However, the outputs they will demand will be less tangible than those of Social Capital
Seekers – a temporary feeling of serenity, the impression of having experienced something
completely unique and memorable, a story to tell of the inner and outer beauty they have
encountered. This will be enough for many. For those Reward Hunters likely to parade their
newfound sense of wellbeing on online networks, personalised and shareable souvenirs –
records of their mental and spiritual achievements – could be offered by accommodation
sites or even at airports.
Preferred tech
The Reward Hunters will have a complex relationship with technology. On the
one hand, their purpose for travel will be linked to the anxieties and disaffections
generated by so much fast-paced, often digital living. They may treat their holidays
as a “Digital Detox”, going against the general trend by choosing destinations on the
basis not of how much connectivity they offer, but how little. But on the other hand,
if technology can deliver new hedonistic and indulgent personal experiences which
are deemed unattainable by the masses or unique, then they will be quick to adopt it.
Quantified Self systems. The Quantified Self, movement to incorporate personal
data measured from all aspects of daily life in the quest for better health and more
efficient time-use, has been much discussed since the term was coined in 2011.
Usage of apps designed to measure calories, however, have remained niche (9%
on average globally as of 2014). Some commentators have dismissed the activity
as a passing fad. Reward Hunters may be a group - time-poor, health-conscious,
proactive, affluent – amongst which such systems have serious appeal.
We can expect to see the collapse of some of the barriers blocking the proliferation
of health-tracking behaviour in the coming years. When coupled with wearable
technologies, which will cut down the degree of cumbersome manual input still
required to extract any value from this activity, general users will find it much easier to
extract meaningful, personally-relevant insight from their life-logging without having
to pour over charts and statistics. Certainly, health-diarism and wellbeing-tracking will
be at the centre of how the lives and breaks of Reward Hunters will be managed.

“ The internet is providing opportunities for people to express their love for unusual
things and these people, who are passionate about what they do/make/create/love/
worship, are connecting more and more online. Travel is the next step for them –

”
groups from all over the world meeting up to explore the passion they share.
Trendspotter, Spain

51
 Reward Hunter Tech Choice
Headspace is a Quantified Self app for
the contemplatively-inclined.
The app promises to help you “treat
your head right” with a range of tools
designed to schedule and guide
everyday meditation and mindfulness.
Furthermore the app provides feedback
on your incremental journey to personal
enlightenment.
Subscribers have access to hundreds
of hours of motivational content which
learns your priorities and anxieties,
whether it be stress-reduction,
creativity-augmenting, relationship-
building or happiness-seeking, and the
app provides regular feedback on your
path to inner peace.

Biometric ID. Reward Hunters will be pathbreakers when it comes to biometric data-
sharing, and will drive demand for physiological forms of identification. Not only will
they understand that biometric solutions will improve check-in times, all the while
allowing them to go “paperless”, but the fact that they habitually track their fitness
data will help them to overcome a “squeamishness” over the brand use of their real-
time vital signals, which may inhibit the consumer reception of what is already a
technologically-advanced and relatively effective form of personal identification.

Pen portrait
Celine, 60, French, Business Executive
Celine is an entrepreneur who has recently sold a successful business and continues
to consult in her chosen field of financial services; she is also a member of a luxury
travel club. What began as a way to inject some tranquillity into her ever-hectic,
jet-setting working week, evolved into what she and her new friends jokingly refer
to as a “cult”, informing every aspect of her travel, and providing her with a way of
experiencing the most indulgent and self-centred activities the world has to offer.
After all she’s earned it.
A few years ago, a retreat opened in the Huayhuash cordillera in Peru, set in
stunning landscape only selectively opened up to tourists. It commands a high
premium as a result, but Celine feels it is worth it. Her total-life-tracking app,
weighing up the volume of her work commitments, her stress levels, her sleeping
patterns, pops up with a notification one Thursday afternoon: “Tough week? You
have a free weekend ahead (is that correct?). Peru?” She confirms that that is
correct to her knowledge, she contacts her personal concierge service, outlines her
requirements and they book her usual first-class overnight flight for the next day, to
arrive on Saturday morning.
Skipping the normal baggage and check-in processes, she meets her airline VIP
personal escort in the lounge who arranges for her to proceed to security. She
shares her bio-ID, naturally, which lets her pass through security as quickly as
52
possible using a password encoded from real-time heartbeat data, the maximally-
“invasive” but minimally time-consuming option for travellers. The data also helps
the physiotherapists in the first-class wellness spa to understand her pressure
points (and to know to be careful of her collarbone – she’s still fragile after a
clavicle fracture last year) when applying her complimentary de-stressing “departure
massage” after check-in. She takes a spacious seating option and arranges to take a
light meal, but opts out of any entertainment options.
During the flight, she tells her wellness app to monitor her sleep, lies in the foetal
position and watches the window-display projecting an enhanced image of a perfect
skyscape. She sleeps.
She touches down at a small airport 3 miles from the retreat as the crow flies. Her
concierge has arranged for a luxury limousine to collect her directly from the rear
of the airport where the VIP travellers are able to exit smoothly and quickly. Her
baggage is automatically shipped to her hotel.
When she arrives, she is greeted by a staff-member who knows her (and without the
need of any sycophantic gadgetry!) by name, sets her up with her complimentary
foot rub and takes her to her room, with all her settings – lighting, climate, preferred
water temperature – pre-installed. She sets her smartwatch to “ambient” – with
tracking enabled, but no notifications from the outside world, except from pre-
specified contacts and only in emergencies – and prepares to unwind.
Feeling “locked in” to a tariff gives seriously bad vibes – all talk of the vulgar world
of money and business is strictly taboo and is left at the door, so she pays cashlessly
as she consumes by scanning her smartband against connected hotspots, such as
the entrance to the sauna. Whilst at the retreat, Celine undertakes a ‘full diagnostic’
scan from the registered on-site doctor to ensure she is completely fit and healthy;
fortunately she passes with flying colours.
After her medical assessment, Celine decides to take a helicopter trip to a nearby
mountain, where she disembarks with her personal drone. The drone is able to
capture her sightseeing and relay the images back to her personal cloud. On the
way back to the retreat, she calls her concierge and asks for some travel options for
next month, when she prefers gastronomic indulgence and to sample the five top
Michelin-starred restaurants in Europe.

53
 G etting to k now
O bligation M eeters
Introduction

The tribes described so far have had what can be called “soft” travel objectives
– such as enjoyment, relaxation, skill-acquisition and to an extent popularity-
building, but a significant proportion of flights will be made necessary or desirable
by “hard” objectives – to meet this client, to attend this seminar, to have this surgical
procedure surgery, to shop at this store, to be at this event, to catch up with this
person.
These objectives place important limitations on the choices Obligation Meeters
have for their travel. They will almost invariably specify times and dates of travel.
They might place specific restrictions on budget and payment methods.
Key obligated groups include:
• Business travellers
• MICE (Meetings, Incentives, Conferences, Exhibitions) travel
• Football/sports events
• Dual-citizens
• Visiting Friends and Relatives (VFR)
• Personal/familial occasions/events
• Health Tourists
• “Bucket list” tourists
• Pilgrims
• Students (e.g. attending conferences and seminars, or on short-term study grants)

54
 Obligation Meeter Tech Choice
Microsoft’s new Surface Hub
design, demoed in January 2015,
adds a range of innovative
functionalities to an 84-inch, 4K,
multitouch display, and gestures
towards the future of conferencing
technologies. The technology
comprises a teleconferencing
apparatus, including multiple
cameras and motions sensors, a digital whiteboard for planning and
brainstorming sessions, and seamless integration with a range of Windows
programmes. Microsoft also says users can join a Surface Hub meeting with just
one click, eliminating the need for employees to dial in with special codes.
Technologies of this level of sophistication will be prohibitively expensive for
many businesses in the near-future, but could be a mainstream reality by 2030.
Business travel is threatened.

Directions for OBLIGATION MEETERS

Changing working patterns. A decline in fixed-hour jobs, the growth of flexible working
arrangements, a global culture of entrepreneurialism, omnipresent connectivity...
these changes, already operant in developed markets, will dislodge the office from
the centre of the working lives of millions and prompt a boom in international
commuting and roaming work. The line between discretionary and essential is
blurring. “Bleasure” itself brings the concept of needing to travel under strain.

The death of tourism, the rise of events. Planners worldwide are changing their
views of how to extract maximum economic benefits from incoming travellers.
Funding is migrating from tourism spend, and towards events and festival spend.
Focus on experience over destination is a powerful growth driver for Cultural Purists
and Reward Hunters, but it also has significant implications for Obligation Meeters.
Tourism comes to mean hard goals over soft. Many will see cultural enlightenment
in celebrating the ethno-religious and national holidays of non-native societies,
seeking out specific events to attend rather than pursuing a less scripted approach
to tourism.
Remote conferencing. Recent years have seen teleconferencing rise in popularity
in business communities, and this may continue to grow, driven by Moore’s Law,
economies of scale, cloud computing and creative innovations in this area. This will
denecessitate business travel to a limited extent. Though cultures and corporations
differ in their rules of engagement, business etiquette for many will make face-to-
face interaction with clients and colleagues essential.
Travel behaviours and needs
Booking
Holistic booking systems. Obligation Meeters will favour a no-hassle, choice-
minimal approach to booking flights, and will be receptive to the intelligent cross-
selling of linked transport, accommodation and services in certain circumstances.
Booking systems will need to flexibly adapt between “expensed” accounts and their
own for spending. Booking systems that can also offer a chance for a more relaxed
leisure ‘bolt-on’ will be welcomed by many, particularly those obligated by business
that may wish to attach a short break or destination experience for themselves.

55
 Tailored and efficient agency interactions. This tribe is focused on their objective
and any advice, service or information that helps will be welcome. In this context,
Travel Management Companies and consultants that are able to leverage new
technology to help Obligation Meeters stay ‘a step ahead’ will thrive. For example,
TMCs that can initiate a quick online video chat session with an Obligation Meeter
that has been disrupted or an agent that can use intuitive search techniques to “cut
through the noise” of travel options across different modes of travel.
Advance booking. For certain sub-groups of Obligation Meeters, it will be necessary
to book long in advance of travel, for example in advance of religious festivals,
pilgrimages and significant familial events.
At the airport
Time-saving and reassuring check-in options. Making check-in simpler is in itself
simple. By 2030, advanced forms of technology will exist making large claims in
this area, but already systems exist, though they are not widely used, which will
reduce waiting time and communicate with passengers when things go wrong. Push
messaging to proprietary airport apps, or even old-fashioned texts, will be vehicles
to help Obligation Meeters know where they need to be precisely when, reducing
waiting time, and “paperless” boarding will quickly become mainstream. Boarding
might, in 2030, be as simple as presenting a smartwatch, or even displaying the vein
pattern in your wrist, to a smart sensor.
Connected luggage, such as the BlueSmart Carry-On Bag, will be widely available
and affordable, and rapidly adopted by Obligation Meeters. Smart suitcases will
allow travellers to weigh their luggage without a scale, locate it when lost, and
receive a notification to a companion app if it is accidentally left behind. Baggage
will still be lost by air carriers, for example, in 2030, but simple and elegant
solutions like this will provide reassurance and present the consumer with
actionable next steps when this happens.

“ It’s easy to be distracted by Silicon Valley boosters going on about how consumer
empowerment through IT is the future and that’s it. What needs to happen first is for
firms to cover some of the basics of customer service. When an airport closes down
because of snow or atmospheric ash, do you think it actually bothers to send texts or

”
emails to the people who have booked flights for that day?
James Woudhuysen, Forecaster

Pulse Wallet is a system

which lets you pay “with
your hand”. It works
by using an infrared
Fujitsu camera which
photographs the vein
pattern in your hand and
then matches it to the
credit card which you
have registered.
The service is
accompanied with an
app which functions as a
digital wallet, allowing users to review and track their transactions.
It is easy to envision applications for technology of this kind extending beyond
payments. It could facilitate paperless boarding, secure check-in, or act as a key
to lounges and other exclusive airport zones, lockers, etc.

56
Fluid airport systems. Integrated airport and airline systems will increase the speed
of passage through check-in, security checks and gates. No time will be spent
waiting unnecessarily. Though roaming scheduling and transport management
apps will allow travellers to improvise new arrangement when things go wrong and
connections are missed, Obligation Meeters will often be on tight schedules and will
have a low tolerance for delays.
Automated contingency planning. Flexible journey management. These
contingencies will “activate” automatically once the system receives indication
that the journey has been disrupted (by flight, baggage or linking transport delay/
cancellation for example). This could entail automatically researching and booking
alternative forms of transport, negotiating with transport providers for refunds
or concessions, or simply contacting anyone affected by the delay. The criteria
for making contingency plans will adapt to preferences and schedules. On some
occasions, for example, business travellers on a tight schedule who miss their flight
might be willing to take the sting of a more expensive alternative rather than opt
for a less expensive but slower one.
Smart boredom. Obligation Meeters will often travel regularly, and spend much of
their time in airports. To avoid frustration, airport processes can be made quicker,
but the logistical complexity and security rigour needed in getting passengers from
check-in to take-off means that flying will always involve, to some extent, waiting
around. The onus is on airports then to convert this from a chore to a treat. For
busy people, this “dead” time can be transformed into an efficient opportunity to
work, shop and conduct other life business from the airport – for example we could
envisage the development of banking or other consumer services at the airport.
Flexible baggage arrangements. Obligation Meeters will be frequent fliers, and will
upgrade for concierge services allowing them to make these flights lighter and more
quickly.

“When you have a spare 20 minutes while out and about e.g.
waiting for a bus/train, which of the following do you do?”
Mean of 28 markets, among online population | 2014

20% 40% 60% 80% 100%

Check your email on your
mobile phone

Just listen to music

Play games on your phone or

other handheld device
Call a friend/family member
from your mobile phone

Nothing/just relax

Read the news online

on your phone

Read a book

Read the newspaper

None of these

Source: nVision Research | Base: Mean of 28 markets (1000-5000 online respondents per country) aged 16-64, 2014

57
 Obligation Meeter Service Choice
Packnada is a Singapore-based
service which aims to relieve
travellers of the stress and
expense of packing bags and
carrying luggage on regular travel.
Users of the service are invited
to leave their luggage behind
after checking out from their
hotel. It will be dry cleaned, and
hung in their own wardrobe ready
to be worn on their next trip.
Alternatively, the clothes can be
delivered to the next destination
where the traveller is expected.
The price is $99 per trip.
Concierge services of this kind,
introducing new efficiencies into
the journeys of premium clients,
will proliferate in the coming
years. At the moment, ideas of this
kind are the signature of experimental, third-party start ups. It is foreseeable
that hotel chains, inspired by the sharing economy, will bring these services in-
house and innovate along these lines in the future.

Powerful connectivity. Network security will be of particular importance to this

group. This will be one of the greatest challenges network technicians will face
– how to offer Wi-Fi both easily accessible (without the need for by then archaic
passwords) and scaled, but at the same time encrypted to standards suitable for the
sensitive nature of the networked activity. Biometric security is an option here.
In flight
Automated payment flexibility. Business expenses will be recorded and reimbursed
automatically. “Company time” will be carefully distinguished from leisure time.
Travellers will want to keep track of spending in each at all times, but without any
fiddly accountancy. The setting of spending limits, or systems which automatically
select the appropriate payment channel according to certain criteria (size of spend,
spending category, etc.) may be an option here. App-based cashless payment
systems will be necessary here – the hassle of switching between debit cards will be
an outdated concern. Time and money-saving, for some, will within companies be a
gently competitive, gamified activity mediated through life-tracking apps.
Incentives for loyalty. One of the most powerful incentives for loyalty from this
group will be the impact of so-called “network effects”. Data systems become
more powerful and efficient the more input they receive. Frequent flyers will be
incentivised to use the same airlines as carriers will develop an ever more nuanced
intuition of the flyer’s preferences. Switching airlines will have punitive effects –
proactive messaging and tailoring of services will be more approximate. Future
flyers will understand this dynamic, and this may encourage them to data share.

58
“ As the content we share, for pleasure but particularly for business, is generally
more and more multimedia, this will create serious challenges for broadband
providers. It won’t just be that by 2030 the world is flawlessly networked. People
now select the places where they live, work and stay by the ease, security and speed

”
of the available connection.
Ian Yeoman, Travel and Tourism Futurologist

On arrival and at destination

Better bleasure. Though Obligation Meeters will travel with some central objective,
they will plan or perhaps more likely improvise leisure around this central objective.
Preferred tech

Obligation Meeter
Tech Choice
Scientists at Yahoo
Labs in Barcelona
have developed
an algorithm for
ranking map routes
based upon different
metrics such as
beauty, happiness,
shortest and quietest.
Technology like
this would allow
future business
travellers to carefully
weigh working
needs, efficiency,
reliability, speed of
travel, against other
ambitions for travel in
a nuanced way. No longer is a path either as the crow flies or the scenic route.

59
 Pen portrait
Seonyeon, 26, South Korean, PR Manager
Seonyeon decides to earn some brownie points with her new client by attending
the meeting in person – the teleconferencing system in the office is good, but it
is no substitute for a face-to-face conversation as a starting point for partnership.
She knows the procedure by now. She logs into her mobile workplace app – which
keeps her timesheet, contains a messaging hub just for the employees at her
office, currently scattered all over Asia on business, and allows her to track and
validate expenses with her office manager – to log her engagement, and is soon
messaged by an online travel agent with the best deal within the automatically
allocated budget, and takes her through the standard customisable features and
contingencies.
She is allocated a hotel room close to the airport, which she feels is a shame as she
has never seen much of Tianjin. She decides to use some of her vacation allowance
and improvise a half-day excursion around the city. But not until the meeting is out
of the way – she could never enjoy herself with that on her mind.
The app maps out the quickest route to the airport, which happens to be by train,
but she scales up the “scenic” coefficient for the return journey, and contracts a
service to deliver her car to the airport on her return – she likes to drive, and one
rarely has time to these days.
A few hours before her flight, a severe weather warning stalls all flights from
the airport. She receives a notification, with details of the contingency plan. She
is irritated, and worried about her punctuality but by way of an apology for the
inconvenience she is put on the first plane taking off when the weather clears,
her seat upgraded with more leg room, and her contact notified at intervals of her
progress. As it happens, she is not too late, and her client is sympathetic.
She spends the waiting time working on the airport Wi-Fi and shopping at
unmanned duty-free stores. She creates and selects a scent using an olfactory
sensing interface, builds a model of a bottle to be 3D printed, and sends it to be
delivered on the morning of her daughter’s birthday next week, paying with a
swipe of her smartphone.

60
G etting to k now
E t h ical T ravellers
Introduction

The current state of the climate debate is reliably indicative of its future direction
only in that it is a highly contentious and polarising matter. It is possible that, in
2030, some consumers may avoid particular airlines, even air travel entirely, because
they are concerned about anthropogenic climate change and the state of the planet.

Global carbon emissions: trend and forecast

Millions of tonnes of oil equivalent
Oxford Economics forecast, August 2014 projection
50,000

40,000

30,000

20,000

10,000

1980 1984 1988 1992 1996 2000 2004 2008 2012 2016 (f) 2020 (f) 2024 (f)
Source: Oxford Economics/nVision, 2014

61
 Many more will change their travel behaviours in some way so as to make some
kind of concession to their conscience. They may worry about their carbon footprint,
taking the attitude that if they cannot offset they may not set off. Or more likely they
will look to make low-scale alterations to their behaviours, cutting down on luxuries
leaving unchanged core habits and patterns. Very few will make some ethical
objective the exclusive goal of their travel, but many will look to build or improvise
some element of volunteering, community development or eco-sustainable activity
into their holidays.
We may see cultivated more widely the goal to bring our individual impacts
on the world, political and environmental, as close to “neutral” as possible. The
quantification of the karmic, available on every future portable device, will give
recommendations as to how to do this, and feedback on our progress towards the
eradication of our footprint. For airlines, this future is vastly more attractive than the
one where we take off our shoes entirely.
Ethical travel of the future will differ in important respects from that of the past. In
the era of increased Corporate Social Responsibility, demands for greater behind-
the-scenes access and accountability from big business, increased pressure to
demonstrate tangible results of corporate ethical claims, and the consumer desire
for some kind of reward for their ethical choices will come from some segments
of the population, and will be particularly important in ensuring the goodwill of
Ethical Travellers.
This latter point is particularly important. In addition to a general sense of wanting
to “do good”, more professionalised forms of giving are emerging, and consumers
may expect their morality to be acknowledged by friendship networks, future
employers and, of course, brands, although they won’t depend on it. Moreover, they
may not accept that ethical choices must come with sacrifice – instead this tribe may
actually believe they will come with some element of reward.
The operant ethical principles amongst this tribe are not only environmental.
Others may be more powerful. They may avoid flashpoints of geopolitical conflict
or countries governed by disagreeable regimes. They will understand that tourism
boosts economies, and plan their travels with an investor or an altruist’s attention
to the impact of their dollars. They may opt out of the big travel ecosystem to make
sure that tourist spend is pumped directly into local economies, or direct their spend
towards emerging rather than developed markets.

“How strongly do you agree or disagree? Companies should

concentrate on giving value-for-money and good service to their
customers - and minimise their social responsibility activities”
% who agree or agree strongly, reported & adjusted data | 2014
100%
2012 (Adjusted) | 2014 (Adjusted) | 2014 ( Reported)
80%

60%

40%

20%
Malaysia
Indonesia
China
Thailand
USA

Hungary

Italy
Germany

Turkey
Denmark
South Korea
Australia
Canada

Czech Rep
France
Poland
Spain
Slovakia

Ireland
GB

Netherlands

Finaland
Sweden

Mexico
Russia
South Africa
India
Brazil

Source: nVision Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia, Mexico & S. Africa 16-54), 2014

62
Directions for Ethical Travellers
Contingency on economic circumstances. The movement towards more ethically-
motivated decision-making is both a linear process, broadly parallel to the
development of economies, and a cyclical one highly dependent on prevailing
economic circumstances and the movement of emerging economies. The fact in
itself that the concerns of so many are contingent rather than absolute suggests that
they might be alleviated by sensitive brand messaging and action.
New “goods”. The shape of this tribe will change as new global antagonisms produce
new moral causes. For example, the emerging data economy will certainly prompt
ethically-motivated consumer rights campaigning, and may indirectly steer travel
behaviours – consumer avoidance of airliners with non-transparent or overzealous
data collection policies will come as much from a place of civic concern as privacy-
squeamishness. It is possible that meeting demands for a transparent and fair
system here would be equally damaging to airliner margins in a highly competitive
data economy as would reforming systems along greener lines.
Travel behaviours and needs
Research and booking
Virtual alternatives. Virtual Reality simulations such as Oculus Rift, as discussed
in the opening section, are unlikely to advance by 2030 to the stage of being
entirely persuasive, and even if this were the case, do not necessarily cater to the
fundamental impulse to explore. However, amongst those looking to reign in this
impulse for ethical reasons, they may represent a desirable alternative. Their appeal
goes beyond the appeal of not flying. They may use them to “visit” places to which,
for political reasons, are otherwise inaccessible or unsafe, or to explore areas of
fascination without contributing their tourist dollars to economies or regimes they
find objectionable.
They may also be attracted to historical experiences which transport the Ethical
Traveller to a time before widespread tourist impact or environmental change made
a particular destination inaccessible or inauthentic. The possibilities are numerous.
Proactive transparency. Transparency apps which validate brand claims, and
provide tangible proof of the sacrifices and investments consumers make in making
eco-concessionary choices. In the future, hotels may be asked to invest in the
neighbourhoods they inhabit.
Understanding the impact of different modes of travel. Better understanding of air
travel’s carbon footprint will provide a boost to high-speed rail services, and other
relatively eco-friendly options.
Offset or upset. Carbon offsetting is an extremely attractive idea to Ethical
Travellers, and should be encouraged by the aviation industry as a means of
sanctioning users to fly in moderation. This may result in fewer air miles from the
Ethical Traveller, but the alternative for some may be wholesale and unconditional
rejection of air as a travel option.
Leverages networks to minimise costs and environmental impacts. Some Ethical
Travellers will use social networks to organise group travel with the aim of reducing
their individual carbon impact.
At the airport
Packing light. Ethical Travellers will pack light, using connected suitcases, packing-
management apps and, perhaps, networks of lockers to better ensure that they do
not carry extra weight on flights unnecessarily.

63
 Ethical Traveller Service Choice
Launched in early 2014, WeWatt is an integrated
bicycle and desk unit which allows users to charge
smartphones, laptops and tablets through pedal-
power.
WeWatt aims to solve the problem of short battery
cycles for mobile devices while at the same time
addressing health concerns around consumers’ increasingly sedentary lifestyles.
The pedal units were installed in a number of places around Europe, including
Amsterdam Schipol airport, Brussels airport and various train stations across France.

In flight
Economical compromise. Ethical Travellers may not be willing to pay for extra
legroom and other in-flight luxuries for environmental reasons. Economy travel will
have an ethical dimension.
On arrival and at destination
Sharing economy. One dimension of 2030’s consumer ethics may be anti-corporate,
anti-globalisation or anti-urban.
Call of the wild. Ethical Travellers may be drawn towards rural environments clearly
“plugged-in” to the natural world. An extreme example is package breaks to eco-resorts.
Micro-voluntourism. A certain group of Ethical Travellers – “Gap Year” students,
sabbaticals, those formally or informally-employed by charities – will devote
significant portions of their time to causes away from home. Many though, will be
looking simply to build some element of “voluntourism” into their break.

“ Eco-friendly tours will become more popular. There already are some tours in
Russia (e.g. the Baikal Lake) where people collect trash left on the travel route by

”
other tourists and try to minimise their own impact on nature.
Trendspotter, Russia

Ethical Traveller Tech Choice

CO2 Fit is a tracking app by Changers intended to motivate and
reward people for making greener travel choices. The app invites
users to “become conscious of your daily behavioural impacts
and share this increased awareness with your family and friends.”
Users activate the app at the start of a trip, and select a
transportation type: bike, bus, train, car or plane. and the
distance and speed travelled is calculated and used to create a
CO2 value for that journey. If the user has used less CO2 than
they would have on an average car journey, they are rewarded
with Recoins. Recoins are a form of digital currency redeemable
against WWF-backed CO2 certificates, each representing
a saving of one tonne of CO2. If they take more carbon-costly transport, they
create a negative balance in their Recoin account.
This form of carbon accountancy allows users to use more accurately determine
how much offsets for other trips that use transport methods with higher CO2
emissions effectively “cost”.

64
In review
Citizen journalising. Many will feel an ethical responsibility to report their
experiences back to their networks. The eco-ethical and politico-ethical
communities have strong online presences, creating close-knit connected
communities around niche forums and social sites.
Preferred tech
Carbon journaling. Technologies enabling the automatic tracking of carbon footprint
will provide valuable input to travel decisions.

Pen portrait
Stan, 35, American
For Stan, holidays are not bought, they are earned. He rigorously monitors his eco-
impact using a total life-logging app which plots his lifestyle against an index
of eco-ideal behaviours, taking in everything from his transport choices to his
electricity consumption to the mileage on the food he eats, and rewards him for his
greenness with a payments in a crypocurrency, KindCoin, an initiative financed by a
Corporate Social Responsibility drive at his workplace. He likes this – he gets paid
for behaviours which are good for the world, and he finds it satisfying to know that,
when he travels, his negative impacts can be offset elsewhere in his life.
To cut down on this negative impact, he creates links with connected communities
within the app to arrange group travel, and receives notifications regularly about
seats on planes which would otherwise go unfilled. Because he is flexible and
impulsive, and his work for a tech start-up allows him a degree of flexibility in his
working, he can afford – both financially and ethically – to travel by air more than
most, an idea that his non-initiated friends find strange given that he is so eco-
aware. He explains that it is about a mixture of app-enhanced awareness, and a
willingness to make micro-compromises on his holiday time and on travel luxuries
that allows him to travel so regularly and so guilt-free. For example, he charges his
devices by cycling or using solar power. He earns KindCoins by microvolunteering his
IT skills in local communities when he is away, or by evangelising the eco-cause on
his networks. This isn’t too time-consuming, and it helps him sleep better at night.

65
 Conclusion

I n summary, this research has sought to shine a spotlight on the traveller

segments that will grow in prominence by 2030 based on a behavioural, rather
than classic demographic understanding. We expect huge change in how travellers
select destinations, consume travel services and make purchasing decisions. Macro
consumer trends and technological change will drive travellers to adjust spending
patterns, with significant knock-on impacts for the travel industry. Those travel
brands which are able to appreciate these changing motivations will be best placed
to develop new innovative services.
This report is the first of two commissioned by Amadeus this year looking at the
traveller of 2030. The six tribes outlined here will be the basis for further analysis
taking a closer look at how the travel industry can cater to the needs of the six
tribes identified herein.
The second report will describe how brands can reinvigorate each stage of the
journey by creating ‘purchasing experiences’, providing a personalized experience
and aiming to surprise and delight the customer. As this report revives conversation
around demographics, repositioning their relevance for 2030, the second report will
revive conversation around merchandising and how the travel industry can prepare
to specifically cater to the needs of the six tribes identified within this report.

66
Ac k nowledgements
We would very much like to thank the following for their time and expertise:
Ray Hammond
rayhammond.com | @hammondfuturist
Ray Hammond is Europe’s most experienced, most successful and most widely
published futurologist. For over 30 years he has researched, written, spoken and
broadcast about how major trends will affect society and business in the future.
Norm Rose
traveltechnology.com | @NormTravelTech
A 31 year travel industry veteran with experience in all sectors of the industry.
President and founder of Travel Tech Consulting, Inc.(TTCI), Norm is a recognized
leader on how emerging technologies impact the global travel industry.
James Woudhuysen
woudhuysen.com | @JamesWoudhuysen
Forecaster, visiting professor at London South Bank University, and editor of Big
Potatoes: the London manifesto for innovation.
Peter Cochrane
cochrane.org.uk | @PeterCochrane
Peter Cochrane is a futurist, business mentor, advisor, consultant, and angel to a wide
range of government departments and international companies in the UK and USA.
Ian Yeoman
tomorrowstourist.com
Ian is an expert in travel and tourism futures and scenario planner and futurologist in
travel and tourism. He is Editor of the Journal of Revenue & Pricing Management, Co Editor
of the Journal of Tourism Future, creative speaker and author of several tourism books.

67
 Amadeus Traveller Trend
Observatory ( ATTO )
Amadeus created the Traveller Trend Observatory (ATTO) in 2012 with the goal of
deploying a systematic research methodology to better understand the evolution
of traveller behaviours and needs. Through the ATTO, Amadeus has engaged with
several research firms and have interviewed travellers across the world in focus
groups, interviews and quantitative surveys.
As part of ATTO, both a discussion forum (ATTO Steering Committee) and an
interactive online platform (ATTO Internal Community) have been established, to
consolidate all research conducted on the end consumer and traveller.
ATTO Steering Committee: this monthly committee meeting allows members to
exchange information about traveller research studies. The research is then collated
in order to support the formation of plans specific to traveller segments.
ATTO Community: an online, interactive platform where all studies, trends and
information around travellers is gathered and shared.
Additionally, ATTO focuses on strategic segments each year, referred to as Ad-hoc
projects. As part of this, Amadeus has focused on three strategic traveller profiles
including Next Generation, Active Seniors and Corporate Citizens. Amadeus’ Business
Development, Strategy and Product teams have generated new business ideas based
on these traveller insights.
By building a deeper understanding of the traveller, Amadeus is in a stronger
position to identify and respond to the needs of its customer groups within the
travel industry. Amadeus is also empowered to support cutting-edge innovation,
in-depth research and development and forward thinking ideas. By investing in
traveller focused research, Amadeus aims to support and improve the overall travel
eco-system to help shape the future of travel.
For more information on this initiative, please check out the Amadeus blog.

For further details contact

Future Foundation
81 Alie Street, London, E1 8HN
+44 (0)203 008 4889
info@futurefoundation.net

Nick Chiarelli
Key Account Director
+44 (0)203 008 5747
nickc@futurefoundation.net

John Warriner
Editorial Analyst
+44 (0)203 008 6105
johnw@futurefoundation.net

68
SOURCES
1. nVision Research | Base: 1,000 face-to-face respondents aged 16+, GB, 2008
2. nVision Research | Base: Mean of 25 global markets (1000-5000 online
respondents per country) aged 16-64, 2015 February
3. Twitter reports fourth quarter and fiscal year 2014 results
4. United Nations, Department of Economic and Social Affairs, Population
Division’s World Population Prospects: The 2012 Revision.
5. Boeing, Current Market Outlook, 2014-2033, p.2.
6. World Tourism Organization (UNWTO), 2011; Boeing, ibid.
7. United Nations, Population Prospects, 2012
8. Pew/nVision Research | Base: all individuals aged 16-64 (Mexico 16-54), 2014
9. Metcalfe’s Law says that the value of a telecommunications network is
proportional to the square of the number of connected users of the system. In
other words, as the number of users connected to a network increases, the power
of the functionality available to those users increases exponentially.
10. nVision Research | Base: 1,000 online respondents aged 16+, GB, 2013
11. Euromonitor International, Population and Homes Research, 2014
12. United Nations, Population Prospects, 2012
13. nVision Research | Base: 1000-5000 online respondents per country aged 16-64
(Indonesia, Mexico & S. Africa 16-54), 2014

69
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