Future Travel: Amadeus Study Sees Agents Continuing Important Role

Open Jaw

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:

  • Simplicity searchers
  • Cultural purists
  • Social capital seekers
  • Reward hunters
  • Obligation meeters
  • Ethical travellers

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 options.

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.

Leave a Comment...

(will not be published)