Future Travel: Amadeus Study Sees Agents Continuing Important Role
Amadeus has looked into the crystal ball to envision
the traveller of the future. And while advancing technologies, complex
algorithms and online applications will continue to gain influence, the study
also predicts a continuing role for travel professionals.
The 70-page report is titled Future Traveller
Tribes 2030: Understanding Tomorrow's Traveller. To create the report,
Amadeus teamed up with London-based Future Foundation to examine the changing
needs, values and behaviours of travellers.
The report took a psychographic rather than
demographic approach, reasoning that future travel marketing will be based more
on behaviour and personalization than on age group.
Futurists love to divide
people into 'tribes,' and the Amadeus report is no different. It predicts the
emergence of six traveller personalities, with members defined by common
desires for a particular type of travel experience.
The tribes are defined as:
Serving the needs of these groups will require “an entirely new class" of
travel professionals, the report says. “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 personalized guidance."
Clients of tomorrow will look to these
“algorithm-informed" agents for personal, customized direction rather than
simply for information, the report states.
Continuing a current trend, the “unfathomable amount of information" that will
be available to consumers digitally will overwhelm many potential travellers
and drive them to travel professionals for help in condensing and packaging
Big data will play a key role in future travel, the
report says. “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," the report states. This will allow travel brands and agencies to create
highly personalized travel offers.
“Human staff, with all their bumbling idiosyncrasies,
may in certain contexts provide competitive advantage," the report states.