Amadeus’ Demand360® data shows that global hotel demand is off to a strong start in 2023, with Q1 outperforming occupancy figures for the same months in 2022. As the industry continues to bounce back, a new global research study from Amadeus – Traveler Tribes 2033 – tackles the question of what travel will look like in 10 years. The study surveyed 10,000 travelers across 15 markets to understand exactly what they will want a decade from now. The research uncovers four Traveler Tribes that will emerge by 2033 – Excited Experientialists, Pioneering Pathfinders, Travel Tech-fluencers, and Memory Makers. The research suggests that many travelers will be open to new and innovative technologies and will want to travel in more sustainable ways.
Excited Experientialists prefer a “try it and see” approach to life and seek out new experiences instead of material objects. Hotel managers that think outside the box will have a lot to offer this traveler segment. Since Excited Experientialists are the least likely to plan ahead and may be digital nomads, hotel managers should consider offering enticing packages to support remote work with extracurriculars at the property.
Pioneering Pathfinders appreciate sustainability and smart technology when they travel. To best suit this audience, hoteliers should prepare to provide seamless touchpoints whenever possible through features like contactless hotel check-ins, digital room keys, room service robots, and AI-enabled text or voice messaging.
Travel Tech-fluencers are today’s young business travelers with a more tech-forward perspective on life. They want to try all the exciting advancements in hotel technology, making attribute-based selling especially important for this crowd.
Memory Makers take a more habitual and simple approach to travel, preferring to make memories rather than experience exotic adventures or cutting-edge technology. Hoteliers can look to create guest profiles by pulling in data from systems across the hotel tech stack. The more a property or brand can prove they truly know the guest, the deeper loyalty goes.
Amadeus’ Traveler Tribes 2033 study highlights the importance of personalization and innovation across the hospitality spectrum. Meeting the needs of today’s travelers and future Tribes will require an open, connected ecosystem and collaboration from technology providers.