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Future Traveller Tribes - how and why we will travel by 2030

April 23, 2015
Author: Katrin Heintschel

By 2030 more than 1.8 billion of us will travel internationally every year, and what motivates us and how we behave will be radically different to today. Keep on reading to discover what is going to change. 

By the end of the next decade, some people will purchase and consume travel experiences almost entirely on the basis of:

  • How shareable they are, 
  • how much ‘capital’ they generate, via social networks.

Another group of travellers will demand total simplicity and freedom from having to arrange their own travel by 2030, wanting as much as possible to be done remotely, by third parties. At the same time, a dedicated group will emerge with a desire for only the most hedonistic, indulgent and must-have experiences.


By defining travellers by their preferences and tastes, rather than demographics, airlines, railways, travel agents and hotels alike will be able to tailor their products effectively, allowing consumer better choice and service.


Six distinct traveller personalities, based on interviews with leading futurologists, travel industry experts and travellers from across the world: 

  • Social Capital Seekers will structure their holidays almost exclusively with online audiences in mind, relying heavily on peer reviews and recommendations to validate their decisions. A whole new market may open up based on “Klout-boosting breaks”, filled with consciously feed-friendly moments
  • Cultural Purists will look at holiday-making as a chance to immerse oneself in an alien - even uncomfortably so - culture, where enjoyment of the break depends on the authenticity of the experience
  • Ethical Travellers will make travel plans based on moral grounds, for example decreasing their carbon footprint or improving the lives of others. They will often improvise or add some element of volunteering, community development or eco-sustainable activity to their holidays
  • Simplicity Searchers will prefer bundled offers, seeking to avoid managing too many trip details themselves. Holidays for this tribe represent a rare time in life to pamper oneself with the assurance of their safety and enjoyment
  • Obligation Meeters will be driven by a specific purpose for travel, whether business or leisure, and thus have constraints on time and budget; they will seek smart algorithm based technology that is able to remove the hassle of travel
  • Reward Hunters are only interested in indulgent travel. Many have come to crave something that represents an extraordinary reward or ‘must have’ premium experience, a return on their hard earned investment of time and energy in their working lives

The Future Traveller Tribes 2030 report, written by global consumer trends consultancy The Future Foundation, encourages the travel industry to think differently about their customers. It highlights the need for a much greater focus on travellers’ values and beliefs, in order to provide a better and rewarding customer experience. 

Get the full report and infographic here:

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