Future Traveller Tribes 2030

We have entered a new era of luxury travel. As newly affluent citizens pop up in different regions of the world, and the travel industry expands to meet their demands, how can travel brands cater to more luxury customers while somehow maintaining a sense of exclusivity?

As emergent middle classes seek the material aspect of luxury travel, more mature markets are craving a new, evolved kind of luxury.

This is why offering luxury customers a relevant, personal, and exclusive experience will become even more crucial than it is today – it will be a differentiating factor between old and new luxury

Amadeus’s recent report Future Traveller Tribes 2030: Understanding Tomorrow’s Traveller highlights the importance of approaching travelers based on their behaviors rather than their age, gender, or cabin class, and recognizing that their purchasing patterns will change depending on the circumstances of their trip.

This paper will focus on the behaviors of Reward Hunters, Simplicity Searchers, and Obligation Meeters, who are of key interest to the luxury sector and are present in every regional market of luxury travelers. It will further segment these three groups into Luxury Traveller Tribes – types of luxury travelers who can be identified by their general travel patterns.

However, these tribes should be viewed as general guidelines for understanding next-generation luxury travelers – the new era of luxury travel demands that the travel industry understands these travelers on a personal level. Luxury travel is subjective.

For one traveler, it could be a private multimillion-dollar cruise around the Arctic on a famous yacht. For another, it could be the reassurance of having their dietary requirements automatically catered for throughout their entire holiday and a bespoke designer wardrobe waiting for them in their hotel room – without them having to ask.