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1、Shaping the Future of Luxury TravelFuture Traveller Tribes 20302 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030MethodologyIndexExecutive summary 4Luxury travel:Now vs The Future Luxury travel trends and regional hotspots 6-13Serving the new era of luxury travellers Experiential vs
2、Material Goods 15Luxury travel:leaders perspectives 16Who are tomorrows luxury travellers?18Always Luxury vs Special Occasion 20Balancing high-touch and low-touch 22Bluxury:where business blends with luxury 25Industry collaboration:what is required?27Conclusion 30For this report,we undertook primary
3、 and secondary research in association with Tourism Economics,Amadeus Travel Intelligence,Connections Events,The Telegraph and various industry experts.Approaches include:_ Analysing Tourism Economics estimations of the number of outbound luxury trips from each region between 2011 and the present(us
4、ing an arrival definition),and projected growth patterns until 2025.To compare the growth in overall travel with the growth in luxury travel,luxury travellers were defined as those with an annual household income of more than$150,000,and bookings arrivals in foreign countries made by these traveller
5、s were deemed as luxury trips._ Exploring estimations on intermediated distribution channel data produced by Amadeus Travel Intelligence,based on internal and publicly available data sources._ Gathering insights from roundtable discussions at Connections Luxury events in Beijing,Abu Dhabi and Sicily
6、,attended by more than 200 business leaders from the luxury travel industry.Attendees validated The Hierarchy of Luxury Travel Needs and the Luxury Traveller Tribes,and shared their experiences and opinions on how industry collaboration could be improved._ Conducting a survey in association with The
7、 Telegraph,which was emailed to 2,500 members of the publications reader panel and to all the subscribers of the Connections newsletter.The quiz asked:“What kind of luxury traveller are you?”.Rose Dykins has been a travel journalist for five years and has a background in business travel.She has writ
8、ten for publications including The Telegraph,Lonely Planet and TheSunday Times Travel Magazine,and was shortlisted for Young Travel Writer of the Year at the 2015 Travel Media Awards.When shes not based in Brighton,shes living the#Bluxury lifestyle.About the authorWith its principal consultants boas
9、ting more than 50 years experience,Tourism Economics provides actionable and credible analysis of tourism.They work closely with clients to assist in the interpretation and application of their analysis to the real decisions facing them.To find out more,visit About Tourism EconomicsShaping the Futur
10、e of Luxury Travel|Future Traveller Tribes 2030 3ForewordGlobal consumers are becoming more affluent,stimulating an increasing trend of disposable income invested into experiences vs material goods.Consumers desire for life experiences leads the increased demand for travel.Our latest global research
11、 contained in this report,in partnership with Tourism Economics,confirms that global travel is growing faster than global gross domestic product(GDP),with luxury travel growing even more rapidly as consumers expect more rewarding and luxurious travel journeys.At Amadeus,we have long been committed t
12、o better understanding the traveller and how our travel industry needs to evolve to meet and exceed consumer expectation.Our initial Future Traveller Tribes 2030 research asked why will we travel in the future?and uncovered six motivating Traveller Tribe trends.The second paper,Building a More Rewar
13、ding Journey,examined how purchasing habits will evolve?and how can the travel industry respond to these emerging traveller behaviours to build a more rewarding and connected traveller journey,from inspiring to arriving?This third paper examines trends that are Shaping the Future of Luxury Travel,an
14、d how the continued human desire for more rewarding experiences provides an essential catalyst to evolve and improve travel industry quality and service standards.When innovation serves a basic human need in a new way,it sets new customer expectations;it primes customers to expect something new.So w
15、hat does this mean?In short,what is considered luxury today will continually shift to become mainstream tomorrow.For example,spas used to be associated with high-end luxury;now they are virtually mandatory in every four-star hotel and included in many business and first class airport lounges,thus ra
16、ising the bar and threshold service levels over a relatively short period of time.In partnership with Connections,our goal was to investigate the luxury travel sector recognising that luxury is very subjective and deliver travel industry expert insights on consumers motivations and service level exp
17、ectations.Through global industry expert workshops,we have sought to identify a luxury hierarchy across material and service level standards,to define the six types of luxury travellers,and to highlight opportunities for improvement and greater collaboration across the global travel ecosystem.Ultima
18、tely,our goal is to help the travel industry deliver a more rewarding and personalised journey for travellers and suppliers.We look forward to hearing your feedback,so that together we can continue to shape the future of travel to 2030 and beyond.Julia SattelGlobal Head of Airline IT,Executive Commi
19、ttee Member,AmadeusInsights from travel leadersConnections is the global networking and event organiser exclusively serving senior executives and experts in luxury,wellness and meetings.We bring handpicked leaders from the luxury travel industry together to do business and to discuss the trends and
20、challenges facing the marketplace.This report has been informed and shaped by more than 200 executives who participated in our roundtable workshops focused on the luxury travel market at events in Europe,Asia and the Middle East.Thank you to everyone for participating with such enthusiasm.Connection
21、s is part of Travel Weekly Group,Europes largest B2B multimedia publisher and events organiser for the travel industry.To find out more about Connections events,visit .Micaela GiacobbeFounder and Director of Events for Connections,part of Travel Weekly Group4 Shaping the Future of Luxury Travel|Futu
22、re Traveller Tribes 2030Executive summaryAmadeuss recent report Future Traveller Tribes 2030:Understanding Tomorrows Traveller highlights the importance of approaching travellers based on their behaviours rather than their age,gender or cabin class,and recognising that their purchasing patterns will
23、 change depending on the circumstances of their trip.This paper will focus on the behaviours 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 travellers.It will further segment these three gr
24、oups into Luxury Traveller Tribes types of luxury travellers who can be identified by their general travel patterns.However,these tribes should be viewed as general guidelines to understanding next-generation luxury travellers the new era of luxury travel demands that the travel industry understands
25、 these travellers on a personal level.Luxury travel is subjective.For one traveller,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 holi
26、day and a bespoke designer wardrobe waiting for them in their hotel room without them having to ask.For some,it could be having their favourite Michelin-starred chef flown in to prepare a meal in a Bedouin tent in the middle of the Sahara.Curating something that appeals to them on a specific,persona
27、l level that goes above a travellers“norms”is key to the next chapter of luxury travel.Maslows hierarchy of needs is a psychological theory about human motivation it shows five“needs”that as humans we feel motivated to achieve.Presented in hierarchical levels,when one level of needs is fulfilled,we
28、begin to pursue the level above.The same theory can be applied to the luxury travel experience.The more accustomed a traveller,or a regional market of travellers,is to luxury,the higher they will need to travel up the pyramid for their expectations to be met and for their idea of luxury to be fulfil
29、led.The Traveller TribesSimplicity SearchersSimplicity Searchers value ease and transparency in their travel planning and holidaymaking above all else,and are willing to outsource their decision-making to trusted parties to avoid having to go through extensive research themselves.Reward HuntersRewar
30、d Hunters focus on self-indulgent travel that will often mix a focus on luxury with self-improvement and personal health.The seeking of reward for hard work in other areas of their life is what motivates them.They are looking for luxury experiences that are several notches above the everyday.Obligat
31、ion MeetersObligation Meeters have their travel choices restricted by the need to meet some bounded objective.In addition to business travel commitments,these obligations can include personal obligations such as religious festivals,weddings and family gatherings.Business travellers are the most sign
32、ificant micro-group of many falling within this camp.Although they will arrange or improvise other activities around their primary purpose,their core needs and behaviours mainly are shaped by their need to be in a certain place,at a certain time,without fail.The other three Traveller Tribes are Ethi
33、cal Travellers,CulturalPurists and Social Capital Seekers,but do not tend to necessarily display obvious luxury behaviours.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 trav
34、el brands cater for 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 experie
35、nce will become even more crucial than it is today it will be a differentiating factor between old and new luxury.Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 5VIP PRIVACY&SECURITYEXCLUSIVE(unique or niche)TRUSTED TRAVEL GUARDIAN(advice,service,security of information,convenience
36、,24/7 support)INDULGENT EXPERIENCE(meets/exceeds)AUTHENTIC EXPERIENCE(cultural,not mass travel)SERVICE LEVEL(door to door,on trip)PRODUCT QUALITY STANDARDS(at every stage of the journey)The Hierarchy of Luxury Travel NeedsIts no longer enough to understand what luxury means to a particular traveller
37、 its about knowing what luxury means to that traveller right now.“As consumers become older,and as markets mature,materialism is less important,while time and enrichment are key,”says Ian Yeoman,a Travel Futurologist.“This is an important feature in European and American markets from Maslows perspec
38、tive,its about self-actualisation.”A travellers perception of luxury not only changes throughout their lifetime it can change throughout the duration of a single holiday.Circumstances along their journey will alter their perceptions and their norms and the new era of luxury travel requires brands to
39、 constantly monitor their expectations,and adapt accordingly.In other words,new luxury is real-time.If you would like to know more about the traveller tribes covered in two previous reports,visit Hierarchy of Luxury Travel Needs(main image)was validated by luxury travel leaders during a Connections
40、Luxury 2016 event.Through exploring findings from Tourism Economics and Amadeus Travel Intelligence,this paper aims to answer questions about where the luxury travel market is heading and predict trends that are influencing the behaviour of tomorrows travellers.Some key findings include:_ Luxury tra
41、vel is growing faster than overall travel_ North America and Western Europe account for 64%of global outbound luxury trips,despite making up only 18%of the worlds population_ Asia Pacifics luxury travel market will see faster overall growth than Europes from 2011-2025,but will decelerate from 2015-2
42、025This paper will analyse the future regional hotspots,the expectations of tomorrows luxury travellers,and also discuss some strategies for understanding and serving new-era luxury travellers.Finally,the paper will suggest ways that the industry as a whole can move forward,with different sectors ai
43、rlines,hotels,wellness brands,technology providers,tour operators and service providers working together to enhance a travellers holistic luxury experience.Self-actualisationEsteemLevel/belongingSafetyPhysiological6 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030Luxury travel trends
44、 and regional hotspotsBusiness class According to estimations on intermediated distribution channel data produced by Amadeus Travel Intelligence,which is based on various internal and publicly available data sources,domestic business class travel between 2011 and 2015 has been broadly flat except in
45、 European and North American countries.4.5%Luxury travel CAGR4.2%Overall travel CAGRAccording to Tourism Economics data measuring outbound flights,growth in luxury travel slightly exceeded that for overall travel from 2011-2015,with a Compound Annual Growth Rate(CAGR)of 4.5%(4.2%for overall travel).
46、The demand for travel has remained constant despite testing economic times,and the luxury market has remained fairly resilient.“Were living in an age where civilians can travel to outer space on Virgin Galactic where you can rent a private island on Airbnb for$500 a night.Its become clear that mass
47、luxury is no longer a new thing,yet it creates this contradiction:how can you offer luxury in the traditional sense and mass at the same time?”Emily Segal,artist,consultant and co-founder of K-Hole,from her speech “Learning from the MA-1 the future of luxury branding”at TEDxVaduz,2014For the purpose
48、 of this paper,when we talk about luxury outbound trips,we mean business and first class flights.When we refer to the luxury travel market,we mean air travel.7Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 7Business class flight bookings, million6 million9 million12 mill
49、ion15 millionNORTH AMERICAEUROPEASIAMIDDLE EASTAFRICASOUTH AMERICAOCEANIASource:Amadeus Travel Intelligence BookingsInternationalDomestic2000015The graph(above)shows a steady decline in business class bookings in Europe,which was probably driven by the economic reces
50、sion and accompanying austerity measures.During this period,many European firms and public sector agencies tightened their belts and implemented policies against travelling in business class for journeys under a certain length.Premium leisure travellers followed suit in this economic climate,premium
51、 fares were seen as unjustified for flying short distances whereas for international flights,the European demand for business class flights remained fairly constant,due to the journey length.Meanwhile,in North America,the opposite has been the case,with business class traffic continuing to grow desp
52、ite the recession.Once again,this could be driven by regional business travel patterns,rather than luxury leisure travel.Asia experienced the biggest increase in business class flight bookings during this time.This was likely spurred by the continents impressive GDP growth,rapidly expanding global b
53、usiness networks,and by a new affluent class of travellers throughout the region that is eager to book leisure trips in business class.However,one thing to note is that Chinas relatively mature luxury market is set against a backdrop of tightening regulations,where the government is applying pressur
54、e to tackle corruption.This means that fewer people want to be perceived as ultra-rich and attract scrutiny as illustrated by the nations declining private jet market.In other words,luxury travellers in China are more conscious about flaunting their wealth,and will make travel choices accordingly.8
55、Shaping the Future of Luxury Travel|Future Traveller Tribes 2030First class flight bookings,,000400,000600,0008 million10 million12 millionNORTH AMERICAEUROPEASIAMIDDLE EASTAFRICASOUTH AMERICAOCEANIASource:Amadeus Travel Intelligence BookingsInternationalDomestic2001420152011
56、20015First class Taking a look at Amadeus Travel Intelligence data for first class flight bookings from 2011-2015,we see the marked dominance of North American domestic first class flights over the entire global first class market.This illustrates how US domestic air travel continues to f
57、orm a very high proportion of all global air travel,as well as the extreme maturity of the US luxury travel market when compared to other regions.The fact that the number of first class flights has increased in the region illustrates how the wealthiest citizens of the world have not changed their tr
58、avel patterns during the recession,and that the market has remained immune to austerity.Private jetsInterestingly,despite a fall in commercial business class bookings,a recent report from jet broker FlyVictor found that private aviation in Western Europe was experiencing a 2.8%year-on-year growth.Al
59、though there is an emerging trend for business travellers turning to private aviation,its more likely that the slow but steady growth in private jet uptake is down to the leisure travel of ultra-high-net-worth individuals that need an alternative to scheduled short-haul business class flights,which
60、generally dont cater to their luxury needs.When travelling commercially within Europe,the step up between economy and business class is not really noticeable,and often means little more than a spare seat next to you.As prices for private aviation have started to come down,it makes economic sense for
61、 groups of affluent travellers to try a private jet especially when it means bypassing lengthy airport queues and delays.Its becoming a more accessible option for travellers to pool together and hire a private jet to travel in relative luxury.Finally,in terms of hotel stays,the luxury hospitality ma
62、rket is enjoying steady growth in volume,with a 7%year-on-year growth from 2014-2015,according to the 2015 Luxury Goods Worldwide Market Study from Bain&Company.As expected,North America continues to dominate the global market share,but global growth is fuelled by a thriving tourism industry and the
63、 changing lifestyles of new affluent middle classes around the world.9Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 9The motto for first class is that you should expect the exceptional.It takes a lot of consistent investment to build that ultimate experience into the product,and t
64、hats what the Lufthansa brand stands for.Before your travel,you will have been in touch with our dedicated services,and already everything is tailored towards your details.When departing from Frankfurt,you get to the exclusive facilities of the dedicated first class terminal in Frankfurt Airport.Whe
65、ther you transfer or fly in and out of our hubs,youre taken to your aircraft by our chauffeured limousine service.The on-the-ground time and the flight constitute a single experience,and our first class product and service has been awarded a five-star Skytrax rating.”Xavier Lagardre,Head of Distribu
66、tion,Lufthansa Group Hub AirlinesWe provide premium exclusive service for our first class customers by offering a truly dedicated end-to-end service:limousine pick-up at your residence and drop-off at your destination,and a fully dedicated first and business class terminal with all the features of a
67、 five-star hotel.Passengers flying in for a couple of hours for a two-day meeting can literally step out of the plane without requesting a visa and start their meeting 30 minutes after landing.This is luxury for a business traveller.”Muhammad Albakri,CFO and CTO,Saudia10 Shaping the Future of Luxury
68、 Travel|Future Traveller Tribes 2030The future of luxury travelThis could be a symptom of how polarised travel is becoming to reflect the wealth patterns of the worlds citizens at the other end of the spectrum,we are seeing the introduction of ultra-budget products,such as the launch of new cabin cl
69、asses below economy from Delta,United and American Airlines.Luxury and budget markets will become increasingly extreme to cater for tomorrows ultra market.Luxury long-haul travel will grow faster than any other form of travel,and will overtake border travel(travel between countries that share a bord
70、er)shortly after 2025.This is shown through Tourism Economics data that forecasts the distance of the next decades luxury outbound trips based on current trends and growth rates.6.2%Projected 10-year growth rate of luxury travel4.8%Projected 10-year growth rate of overall travelOver the next 10 year
71、s,the growth rate in outbound luxury trips is projected at 6.2%,almost a third greater than overall travel(4.8%).Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 11Growth of luxury travel trips by distance010,00020,00030,00040,00050,00060,00020252024202320222020
72、0122011Sum of Luxury Border TripsSum of Luxury Short-haulSum of Luxury Medium-haulSum of Luxury Long-haulSource:Tourism EconomicsNumber of tripsAs middle-class markets develop and mature across the globe,the luxury hospitality market is expanding to meet their needs.A recent report from T
73、ransparency Market Research found that the global luxury hotels market will continue to expand at CAGR of 4%from 2015-2021.The increased wealth and refined travel aspirations of these new middle classes will compel them to invest in long-haul travel to new destinations,thus encouraging their peers t
74、o follow suit and explore other corners of the globe.North America and Western Europe currently account for 64%of the worlds outbound luxury trips despite only making up 18%of the global population.This clear majority of the market share will continue over the next 10 years;the maturity of these lux
75、ury markets and the relative affluence of their populations explain this dominance.Between 2011 and 2025,Asia Pacifics luxury travel market will see faster overall growth than Europes,but will decelerate from 2015-2025,while Europes will continue to grow steadily.This pattern is indicative of the re
76、gions economic performances.For example,Chinas GDP growth slowed from 10.3%in 2011 to 6.9%last year,a trend which could have a significant effect on the growth pattern for Asia considering its dominance of the market.12 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030Compound Annual
77、Growth Rate(CAGR)in luxury outbound trips 2011-2015 2015-2025 2011-2025EUROPE 3.6%6.7%5.8%ASIA PACIFIC 7.1%5.9%6.3%From now until 2025,the number of luxury trips from Brazil,Russia,India and China(BRIC)will increase.Chinas luxury travel market will continue to experience double-digit growth at 12.2%
78、,albeit at a slower pace than in the past.Russias luxury market will recover from its dip from 2013-2015,and experience a growth rate of 9%,despite the nations economic reliance on global oil prices and the fact that Western sanctions are set to remain in place until 2017.Brazils lack of an establis
79、hed middle class and the weakness of the Brazilian Real against other global currencies means the growth of its luxury market is slow at 4.2%.Indias luxury markets CAGR of 12.8%is higher than any of the other BRIC nations,and the highest of the 25 countries explored in this report.Indias booming mid
80、dle class presents great potential for luxury travel investment over the coming decade.The rapid growth of Indias luxury market is interesting and fairly atypical.When broken down into the distance of luxury journeys,there is very little regional travel,and a very high percentage of medium and long-
81、haul travel which is the opposite case for the majority of nations.However,this is really more of a geographical explanation than an economic one.While Indias middle class is taking off and fuelling a rapid growth in its luxury market,medium and long-haul air travel will increase rapidly across all
82、classes perhaps also due to the diaspora of Indian immigrants and luxury travel will follow this national travel trend.Driven by Indias impressive luxury market growth,South Asias luxury travel market will expand at a faster rate than any other region explored.The sub-Himalayan countries will also s
83、ee significant growth in overall travel,but the rate of its luxury market growth will gain momentum as its middle class markets grow and continue jet-setting.“Some of the fastest growth in the luxury travel market is being driven out of Asia Pacific.Asian luxury travellers have a unique set of motiv
84、ations and needs understanding what drives their travel behaviour and providing a personalised experience will be critical for travel providers”Hazem Hussein,Executive Vice President,Airline Commercial,Amadeus Asia PacificShaping the Future of Luxury Travel|Future Traveller Tribes 2030 13Source:Tour
85、ism EconomicsOverallLuxury024681012OceaniaSouthAmericaNorthAfricaMiddleEastNortheastAsiaSouthAsiaSoutheastAsiaEmergingEuropeWesternEuropeNorthAmericaCAGR%Comparing 2015-2025 growth in overall travel and luxury travel across regionsOther regions where luxury travel will outpace overall travel include
86、 Western and Eastern Europe,North America,and Southeast Asia(including Singapore,Thailand and the Philippines).These regions all demonstrate growing ultra-wealthy classes that are increasingly mobile and are driving global investment in the luxury travel industry.Interestingly,the luxury travel mark
87、et in Northeast Asia,including China,is projected to grow at a fractionally slower rate than its overall travel CAGR,albeit still at a healthy rate.This could again be down to Chinas size and therefore dominance over market patterns having already reached the point where its middle class is maturing
88、 and increasing in sophistication,its natural that the growth rate of its luxury market will slow a little.Chinas middle class market is still comparatively new compared with North Americas and Europes but unlike in India the boom has already happened.What remains is plenty of opportunities to targe
89、t the increasingly discerning tastes of a large middle class market.According to McKinsey&Company,in 2010 Chinas middle class made up a tenth of urban households;by 2020,it will make up well over half.In the Middle East,luxury travel and overall travel will grow at similar rates from 2015-2025.In th
90、e Kuwait,Qatar and the UAE,the overall travel market will grow by 4.4%,while the luxury market will expand by 4.5%.These nations will experience growth despite their oil-dependent economies.It will be interesting to see how their current innovation in the global luxury market demonstrated in the wor
91、ld-leading first class products of their airlines continues to set new standards in luxury in the next decade.The CAGR for the emerging Middle Eastern markets of Lebanon,Iran,Jordan and Egypt is 7.5%for overall travel and 8.9%for luxury travel having suffered major declines in the past few years due
92、 to political instability,these countries are experiencing recovery.In the case of Iran,this is driven by the lifting of economic sanctions and the return of tourism to the nation.“Travel is the only thing you buy that makes you richer”AnonymousShaping the Future of Luxury Travel|Future Traveller Tr
93、ibes 2030 15Source:Oxford Economics/nVision,January 2015Euros(billions)MaterialExperiential05001,0001,5002,000200520025Total annual expenditure on enrichment vs material goods(in billions of euros,at current prices;January 2015 forecast)Serving the new era of luxury travellersExperiential
94、 vs material goods“Middle class tourists from emerging markets want materialism.However,with the rise of middle classes in developing economies,luxury becomes less exclusive as more people are accessing it.As consumers become older,luxury becomes more about enrichment than materialism”Ian Yeoman,Tra
95、vel FuturologistWe know that luxury does not mean one thing to all.However,its clear that in mature markets,luxury has evolved to become increasingly bound up in experiences rather than things.One key trend driving the future of luxury travel is the shift in values from the material to the experient
96、ial rather than saving up to buy luxurious possessions,people are choosing to spend their money on experiences.This chart from Future Foundation shows that there has been an incremental growth in expenditure on material goods from 2005 to 2015.However,this pales in comparison with the growth in expe
97、nditure on enriching experiences over the past decade.“We offer unique access to some of the most unavailable and undiscovered experiences one can imagine,”says Luigi Bajona,Partner at Onirikos,a boutique Italian destination management company and concierge.“We design non-Googleable options from a p
98、rivate gala dinner in Venice on the roof terrace of Peggy Guggenheim to a private visit to an excavation under the Vatican.We secured the most VIP tickets for the sold-out Bocelli concert,which will be held at Teatro del Silenzio in July.”As this trend continues,brands will appeal to luxury travelle
99、rs via what they can deliver beyond their material product.Certain luxury customers will resist travel they consider to be pre-packaged and inauthentic exclusive,one-off experiences are what they seek.Brands that strike the right emotional chord with consumers will thrive over those reliant on the q
100、uality of their material offering.The new era of luxury travel will be about having access to the most incredible,transient experiences that money can buy,but only for a select few.16 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030Luxury travel:leaders perspectivesFor me,having real
101、ly intuitive service that adapts to my personal needs is the most important thing.For example,Im quite introverted,and I dont like loads of people approaching me and asking me the same questions.What were trying to do is to teach our team the different personality types of customers.Its important fo
102、r them to be able to read these customers.Its also about having choice I dont eat white flour,so I like to know that a hotels in-room dining menu is going to have foods I can eat,and that I want to eat.Irene Forte,Brand Manager,Rocco Forte HotelsFor a clients birthday,we hired Leeds Castle exclusive
103、ly for her,sent her there by helicopter and organised a musical band and dancers.She was watching them while eating strawberries dipped in chocolate and drinking champagne.The following birthday,her boyfriend asked for a giant ice vase to be delivered to her apartment with 100 tulips inside.Uliana S
104、lusarenko,Director,Enjoy Your TravelShaping the Future of Luxury Travel|Future Traveller Tribes 2030 17Too often it seems to me that the travel industry,and particularly the luxury travel industry,talks about the journey rather than a series of sequential steps from different providers.Theres typica
105、lly zero communication between each step my airline didnt bother to tell my hotel that Id had a rubbish flight because my business class seat didnt work.No one recognised that after a difficult flight,I probably wouldnt be eager for two to three hours sitting in Beijing traffic.Ewan MacLeod,Digital
106、EntrepreneurWere seeing a lot of luxury travellers wanting a connection with local customs and nature.People want a break from their crazy busy lives,to go to a luxury resort where everythings taken care of.I have several friends who have gone to a Sha Wellness Clinic in Spain,where its all based on
107、 a macrobiotic diet;you have daily treatments,you check in for weight loss,to detox or to quit smoking.John Bevan,COO,Spafinder WellnessMore and more Saudi Arabian travellers are wanting to experience journeys other than the usual tourist destinations or major cities.Out of the many travel plans we
108、are currently working on for our VIP clients,such as south of France,south of Spain and Portugal,they are opting for the top-of-the-range village heritage routes,chateaux style and Michelin gourmet culture.No trip nor travel plan can be replicated for other customers.Muhammed Hakim,Operations Manage
109、r,Zahid Travel Group18 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030Always Luxury 4%Money is no object whatsoever for this traveller tribe.Mostly showing the same behaviour of Simplicity Searchers,luxury is part of the everyday for them.Luxury is a minimum requirement rather than
110、a perk,and an essential tool for making their life discreet,streamlined and comfortable.They will travel in first class or by private jet,stay in toptier room categories and pay to outsource decisionmaking to trusted parties.Unlike other luxury traveller tribes,their travel intentions do not change,
111、and they do not shift between tribes.Special Occasion 20%These travellers are more often Reward Hunters than Simplicity Searchers.For them,luxury travel is a treat rather than a given,and despite their relative affluence,theyre seeking wow factor experiences.They may use their loyalty points to upgr
112、ade their cabin class,to seek out prestigious dining experiences and to indulge in some welldeserved spa treatments.They may be willing to compromise on comfort at certain stages of their journey if necessary,or if it means theyll get an incredible travel experience,such as sacrificing luxurious fac
113、ilities to go on an independent guided tour of the Arctic.Bluxury 31%This tribe blends Obligation Meeters with Reward Hunters.Their trip will have a business objective,but they will have the seniority and salary to extend their trip for some luxury leisure travel.Typically chief executives and compa
114、ny leaders,their business objective comes first,but they also want to make the most of their time once the work is done.They may do business in Nairobi and then fly their family to join them on a luxury safari,or extend their stay in Milan to spend a Saturday with a personal shopper.Who are tomorrow
115、s luxury travellers?Taking the traveller tribes a step further,Reward Hunters,Simplicity Searchers and Obligation Meeters can be segmented into Luxury Traveller Tribes.These travellers are defined by their behaviours and intentions and also by their varying levels of affluence.Shaping the Future of
116、Luxury Travel|Future Traveller Tribes 2030 19Cash-rich,Time-poor 24%A blend of Obligation Meeters and Simplicity Searchers.Members of this tribe wont necessarily have an objective they need to fulfil during their travel,but they will have responsibilities that dictate when they can and cant travel.T
117、heir plans often change at the last minute,so they may travel on flexible tickets.These travellers will most likely outsource their travel planning to third parties,and are willing to pay for expertise.However,they will want their snatches of leisure time to feel private,as its a rare chance to reco
118、nnect with themselves and their loved ones.Strictly Opulent 18%Strongly linked with Reward Hunters,this tribe is all about seeking out the best and the most glamorous travel experiences.Sharing their luxury holiday on social media is an important part of this experience they want to be seen to be ha
119、ving fun,living life to the fullest and being able to indulge.Theyll want to know about ways to enhance their trips by consulting luxury influencers.Hiring a luxury yacht for a group of friends would appeal.Independent&Affluent 3%A blend of Reward Hunters and Simplicity Searchers,this tribe turns to
120、 luxury travel when they want to pamper themselves,or try something new.As they have little or no ties,they are free to please themselves when it comes to making travel decisions,and will either travel alone or with a select few friends.They may seek travel brands and destinations suitable for solo
121、travellers,and may be looking for options that enable them to meet new people.They will want to feel that their travel provider is looking after them and helping them make the best choices for their trip,which could typically be a luxury yoga retreat in the Himalayas,or a cookery weekend in the Sout
122、h of France.Percentages are based on What kind of luxury traveller are you?quiz,completed by 204 respondents.20 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030Always Luxury vs Special OccasionThe frequency with which travellers experience luxury travel not only influences their perc
123、eptions but also presents different levels of difficulty for offering an endtoend luxury experience.We can explore this by comparing the AlwaysLuxury and Special Occasion Luxury Traveller TribesALWAYS LUXURY Will have a clear idea of the experience they want Will not be restricted by their financial
124、 situation More likely to be a known/repeat traveller and to have a trusted relationship with a travel brand/supplier Less likely to experience disruption of their endtoend luxury experience Will have more specific needs and expectations to be met(therefore greater disappointment if they are not ful
125、filled)May require VIP levels of security and privacy(top of the Hierarchy of Luxury Travel Needs)SPECIAL OCCASION Will be more open to suggestions and recommendations Will have less of a traditional luxury mindset(therefore,fewer specific expectations overall)Lots of potential to exceed their expec
126、tations(lower down the Hierarchy of Luxury Travel Needs)and to build a relationship Will have a more limited budget High pressure to deliver if they are celebrating a specific occasion Less likely to be a repeat traveller,therefore less is known about them More potential for disruption of their endt
127、oend luxury experience“Most of our#AlwaysLuxury travellers dont plan activities before they travel.When they arrive and decide to play golf,they want to speak with the golf concierge and the golf pro to get personal recommendations.Theyll know exactly what they want we just give them the options and
128、 they will pick,without needing guidance.”Joachim Hartl,General Manager,Conrad Algarve With Always Luxury travellers,luxury is part of their daily life.Flying in first class may not feel particularly like a luxury but a continuation of the lifestyle they currently lead.Relating to the Hierarchy of L
129、uxury Travel Needs,they will be pursuing the highest level of needs VIP levels of security and privacy are necessary so that they can go about their travel with ease and discretion.My dream holiday would be.“365 days a year”#AlwaysLuxuryShaping the Future of Luxury Travel|Future Traveller Tribes 203
130、0 21#SpecialOccasion traveller:“Once a year,we do a special gathering with family and friends.This year we booked a private catamaran with a skipper to explore the Grenadines.In order to book a larger and more comfortable boat,we saved money elsewhere.Swimming with turtles and rays in the beautiful
131、Caribbean,with the people I choose thats my style of luxury.”Patricia Simillon,Senior Manager,Airline IT Strategic Marketing,AmadeusOverall,Special Occasion travellers are the most difficult to pin down.How can suppliers meet the needs of new,infrequent customers,who may not necessarily know what th
132、ey want in the first place?You need to be able to listen and read between the lines or their body language and their behaviour throughout their trip and to communicate that extremely fast within your team,”says Joachim Hartl from Conrad Algarve.“You need a very good Customer Relationship Management(
133、CRM)system,and it needs to be constantly fed.We have engineers and maids going into the hotel rooms who have received special training so that they can scan the room and make observations.If they see,for example,that somebody has running shoes,well leave them extra bottles of water.They then feed ba
134、ck to the CRM via our front office team.”“So,you pick up on habits and can proactively forecast what the guest might want,without them expressing it.If you manage to do this two or three times throughout their stay,they will leave saying this is exceptional.”Perhaps the most significant concern for
135、servicing Special Occasion travellers is the greater potential for disruption to their endtoend luxury travel experience.Unlike Always Luxury travellers,they may chop and change part of their trip to suit their budget.For example,they may fly in economy class to spend three nights in a luxury resort
136、 in Koh Samui to celebrate their wedding anniversary,meaning their outbound journey is subject to the same risks of lost luggage and lengthy airport security queues as nonluxury travellers.Special Occasion travellers will be lower down the Hierarchy of Luxury Travel Needs.This means there is more po
137、tential to“upgrade”their luxury travel experience by satisfying a new level of luxury needs,be it access to an authentic or indulgent experience they would not normally be accustomed to,or a higher tier of cabin class or hotel room.In this way,travel providers have more options for providing a luxur
138、y experience to Special Occasion travellers.My dream holiday would be.“Travelling around the US in a comfortable limousine,staying in small,totally exclusive accommodation,tucked away in safe,quiet places.”#SpecialOccasionThis tribe could benefit from greater crosssector collaboration within the tra
139、vel industry currently,little is being done to recover the damage done to Special Occasion travellers when disruption occurs,as industry sectors operate independently.The new era of luxury travel will encourage suppliers to understand their part in each travellers overall journey cycle so that they
140、can adapt to incidents that may affect the travellers mood and needs.This will require suppliers communicating with each other along the journey cycle so that travellers realtime needs can be met and so that their faith in their suppliers is restored if damage has been done.22 Shaping the Future of
141、Luxury Travel|Future Traveller Tribes 2030In 2015,sales of boats larger than 24 metres rose by 40%,which could be interpreted as a rise in popularity of low-touch luxury travel,with consumers showing an inclination to get“off the grid”,to enjoy seclusion and to take their travel arrangements into th
142、eir own hands.Alternatively,low-touch luxury travellers may be too time-pressed for service that is heavy on interaction(as with the Bluxury and Cash-rich,Time-poor tribes).Or,it could be a personality trait:an introverted traveller may prefer having the space to consider their options,without the n
143、eed for continual contact or what they may consider“over-the-top”service.On the other hand,the option for high-touch service is a traditional component of luxury travel having someone on hand 24/7 to assist travellers,to enhance their trip,and to deliver warm,personal service is,for many,a different
144、iator between standard and luxury travel.For high-touch travellers,this will be a minimum expectation,and a sign that they are being pampered and shown due attention.Strictly Opulent and Independent&Affluent luxury tribes tend to be more high-touch.When luxury travel brands consider strategies for a
145、chieving appropriate service and interaction levels,their size and business model may work for and against them.Boutique brands that champion personal service or those with smaller customer bases will be able to determine luxury customers preferences by building individual relationships with them be
146、 it by liaising with their executive assistants or with the customer themselves.At the other end of the spectrum,multinational luxury travel providers that operate on a larger scale will have the reach and the data to apply rapidly evolving customer experience management technology,and use machine l
147、earning to identify travellers preferences down to the nth degree.An important facet of the luxury travel experience is how well travellers feel that their needs and preferences are understood by their travel providers.This includes striking the right balance between respecting their desire for inde
148、pendence and lack of intrusive service,which may shift at different points along the trip cycle.Enhancing their trip by checking in to offer additional elements or assistance might be appreciated.The sweet spot is the ultimate representation of modern luxury.Low-touch travellers Require little or no
149、 interaction when making a purchase Use technology so they can self-serve Prefer not to be contacted during or after their time of travelHigh-touch travellers Value human interaction and like to be guided through the purchasing process to get the best options for their journey Will use technology in
150、 conjunction with personal service Are happy to be contacted(when its useful)throughout their journeyBalancing high-touch and low-touchHow can brands cater to these polar-opposite travellers?And how can they anticipate whether travellers will shift between being low-touch and high-touch at different
151、 points along their journeycycle?The starting point is understanding the behaviours and preferences of the six luxury traveller tribes,and how these shift throughout their journey cycle.Strategies can be developed and perfected over time by incorporating technology and by being able to read and reac
152、t to customers behaviours and intentions with an understanding that these can change with every trip.Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 23“We had a very wealthy client from Shenzhen.She spent one week in Belgium,visiting Brussels,Antwerp and Bruges.She was travelling wi
153、th her eight-year-old so the trip was focused on a lot of child-friendly activities like chocolate workshops,zoos and comics.”Marc Mekki,Founder,Ode to JoyInspiration stage High-touchBefore the trip,the client demanded lots of engagement,where I was on calls,with Ina,my Shanghai business partner,tra
154、nslating each one live while I was in Europe.The client also demanded not only that Ina come along on the trip to Belgium,but also that I should come personally,as the company owner,as her guide.She wanted me to be very visible on that trip.Before she travelled,we also mapped out all the toy shops a
155、nd comic book stores in the cities wed be going to we knew her little one would want some presents!Door-to-door and on location High-touchWe made Sure there was a VIP transfer to the airport in Shanghai and that she had a fast-track through airport security.She bought jewellery in Bruges,and we had
156、to have it transported in a Mercedes-Benz from there to the airport gate in Brussels where she was departing.Post-trip Low-touchAs soon as we said goodbye in Brussels,nothing.She demanded total peace and isolation.There was no follow-up phone call or post-trip review;she wasnt interested in any of t
157、hat.She was just gone.We see that a lot with our clients:as soon as the trip is done,they want to be left alone.High-touch and low-touch case studyPicture posed by models24 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030Innovations for low-touch and high-touchLinen Technology Tracki
158、ng has created a chip that uses Radio Frequency ID(RFID)technology to track the whereabouts of hotel room towels.The chip is read by sensors in the hotel room,and can be used by housekeeping to see if towels need to be replenished (ie,if they have been dropped on the floor rather than hung to dry).T
159、he idea is to gauge how often a guest would like their room serviced without asking them.Bluesmart has created a smart suitcase that can be monitored via mobile app.The case comes with tracking technology that combines 4G and GPS,meaning customers can tell if their case is on the plane with them bef
160、ore take-off,and how far away it is from the carousel at Arrivals.This gives the customer greater autonomy and control over their luggage.Etihad Airways offers Meet and Greet services for guests at Arrivals,during transit and at Departures at Abu Dhabi International Airport.The top-level Gold servic
161、e provides a personal welcome upon arrival (with one staff member for every traveller),assistance through immigration and inclusive porter service from the baggage carousel to the airports exit.“Some clients dont want to have long phone calls with us.Instead,we record audio files where we talk about
162、 the experiences were offering and send them to clients.Whenever they want,they just play the file on their phone and listen.If they feel like the experiences speak to them,they will engage with us,and say please organise this for me.At that point,we realise they are a low-touch traveller who wants
163、us to organise their travel for them with minimum friction.”Marc Mekki,Founder,Ode to Joy“We have a WhatsApp number for reservations,used by our younger-generation guests,and its particularly popular with Middle Eastern visitors.Its fairly informal:theyll message us and say Im coming to stay,what ca
164、n you do for me?Were probably one of the first hotels in London to do this.”Stefano Lodi,General Manager,The Wellesley,LondonLow-touchHigh-touchShaping the Future of Luxury Travel|Future Traveller Tribes 2030 25Bluxury:where business blends with luxury“Companies need to implement processes and proce
165、dures to ensure travellers adding leisure days to a business trip are transparent and have the adequate insurances in place,”says Jo Lloyd,partner at business travel consultancy firm Nina&Pinta.“Whether a company permits Bluxury travel is not really the issue,it is more to do with risk,responsibilit
166、y and insurance.”Luxury travel brands can benefit by accommodating travellers increasingly blurred lifestyles.Understanding the Bluxury mindset is key.In some cases,these travellers will have the option to fly home on a Friday night at the end of a work trip,but will instead take the opportunity to
167、spend another 24 or 48 hours in a destination and fly back over the weekend instead for the same or similar price.They may come to a travel provider hoping for advice for 24-hour guides to a city,or to get them last-minute tickets to a concert or sports event they have found out about since they mad
168、e the decision to extend their trip.These travellers have travelled to fulfil a business obligation,worked hard,and are now seeking a reward and some well-deserved downtime.Their expectations transfer from needing to get their job done as easily as possible to wanting to indulge in a destination now
169、 that the work is over.“If we have guests staying for a week professionals coming out of London for the first few days,I can feel that theyre not relaxed yet,”says Joachim Hartl,General Manager of the Conrad Algarve.“I deliberately say to them let us pamper you.By the fourth or fifth day,theyre seek
170、ing other experiences their expectations are changing.”Although they will seek assistance from a trusted brand or party to make their decisions more easily,a“Bluxury package”is unlikely to entice Bluxury travellers they wont want to feel that they are following the herd.Brands that serve a business
171、travel demographic will need to identify and fulfil travellers personal leisure needs and create a bespoke itinerary that can be adapted to how they are feeling at the end of a business trip if they are to convert them into Bluxury customers.The three most popular Bleisure activities are:1.Sightseei
172、ng2.Dining3.Arts/CultureUnlike Bleisure travellers(those combining business travel with leisure travel),Bluxury travellers(combining business travel with luxury leisure travel)in senior positions will likely have greater autonomy over their decision to extend their travel for some leisure time.Nonet
173、heless,they may still be somewhat restricted until companies begin to build Bleisure or Bluxury practices into their corporate travel policies.It isnt happening widely yet,but is something the industry will need to address in the future.“Business is done between people not companies.Our events are a
174、bout building trust and long-lasting business relationships by bonding over memorable experiences.For example,at a Connections Luxury event in Sicily,delegates networked while having hand and neck massages,doing wine tastings or playing golf at Rocco Fortes stunning Verdura Resort.It was business me
175、eting luxury in the best way possible”Micaela Giacobbe,Director of Commercial Events,Connections20%of travellers have not taken bleisure trips,but would like tohave taken bleisure trips,with most(30%)of respondents adding two days of holidays on to business trips60%Taken from Bridgestreet Global Hos
176、pitalitys The Bleisure Report 2014“Not one of us is smarter than all of us”Kenneth BlanchardShaping the Future of Luxury Travel|Future Traveller Tribes 2030 27Industry collaboration:what is required?“Imagine youre on your way to the airport,your taxis stuck in traffic.Imagine the airline was able to
177、 locate you via their app,calculate your new arrival time at the airport and automatically book you on to the next flight.Not only that,but what if all your further travel arrangements were synced your hotel knew your new check-in time?Imagine if you had the ability to locate your luggage at any tim
178、e and find out where it is”Sadiq Gillani,Senior Vice President,Lufthansa Group,from his speech The Next Step for Airlines at TEDx Conference Berlin,2014The new era of luxury travel is geared towards achieving an end-to-end luxury experience from the moment a passenger gets in their taxi to the airpo
179、rt until they arrive back at their front door from their journey home.The industry is aware that greater collaboration between parties is needed,but what does that mean on a practical level?A major stepping stone would be overarching technology that is able to collect passenger data from the point o
180、f booking and pass it through the luxury travel supply chain as the traveller moves through phases of their journey.Real-time updates that will impair the luxury element of their trip could be a call to action for whichever party is responsible for the traveller at that time the baggage handler,the
181、chauffeur,the staff at hotel check-in.Mistakes and unpredictable circumstances may not be eliminated completely,but at least the knock-on effect can be reduced,and brands can have the chance to recover the damage.This is also in line with the ethos of being able to understand what luxury means for a
182、 traveller at a certain moment in time be it an early check-in to their room to sleep immediately after a disastrous journey,or having their favourite meal automatically served just after they enter their hotel room if the airline was unable to cater for their dietary requirements.The need for a les
183、s-fragmented luxury travel industry is apparent.However,there is currently no unifying force to facilitate collaboration between different sectors and regions,beyond a peer-to-peer level.This is an argument for the formation of a luxury travel regulator an accredited body that could lead this discus
184、sion,push technological developments forward,regulate the sharing of customer data and enforce the neworder of end-to-end luxury.In the meantime,technologies are emerging that empower the travel agent or advisor to be more adaptable throughout travellers journey cycles.Apps such as Tripscope,Axus an
185、d Umapped allow an agent to collaborate with Destination Management Companies via the app to build and adapt itineraries,and also include real-time flight information,so that an agent can see if a traveller is experiencing disruption.This is another way the industry can push for new technologies to
186、come into being by actively demonstrating a demand for them.28 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030A more collaborative luxury journeyAt airportOn-trip48-24h before departureOn wayto airport/check-inPost-tripInspire The trip cycleESTABLISHED_ Advice and guidance:adding va
187、lue by anticipating travellers needs,offering bespoke experiences and going beyond what is expected.EMERGING_ Complete door-to-door cover:providing inter-connected,cross-brand and cross-sector servicing throughout journey,plus flawless,consistent service._ Multiple travel touchpoints:offering seamle
188、ss connectivity and constant ability to communicate and provide up-to-date advice through technology.Door-to-doorOn location and post-tripESTABLISHED_ Feedback during and after travel:using frontline staff and technology to check in with clients and monitor their satisfaction,plus monitoring trusted
189、 review sites and social media._ Collaboration:sharing internal feedback and areas of improvement with peers,seeking opportunities for partnerships and advocating good practice.EMERGING_ 24-hour,omnipresent cover:giving the ability to service travellers constantly,with a designated 24/7 assistance i
190、n every region._ Improved reaction and response to traveller feedback:combining customer experience management and on-the-ground monitoring to initiate and respond to customer comments throughout their stay,gathering their opinions through their preferred channel,and compensating for any shortcoming
191、s with unprecedented speed and intuition._ Collaboration:creating an official luxury travel regulator to oversee cross-sector collaboration,facilitating improvement.Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 29By comparing existing and emerging strategies for serving luxury tra
192、vellers end-to-end journeys,we can identify opportunities for development,including areas for improved collaboration.Book 24-48h afterbookingShopInspire ESTABLISHED_ Customer profiling:understanding travellers requirements and travel motivations._ Pre-travel support:maximising travellers time by pla
193、nning ahead.EMERGING_ Hyper-intuitive information gathering:perfecting the art of discerning a travellers preferred level and methods of interaction,without having to ask._ Real-time profiling:understanding travellers requirements and travel motivations at any given moment,monitoring them for change
194、 and adapting to them accordingly.Inspiration stage30 Shaping the Future of Luxury Travel|Future Traveller Tribes 2030ConclusionThis paper sought to explore the latest trends in the luxury travel industry and illustrate how there has been a shift in what customers expect as we enter the new era of l
195、uxury travel.What is clear from this report is that travel companies and suppliers are facing increasing pressure to meet their travellers“where theyre at”.Instead of offering travellers a fixed product,they will need to offer something truly bespoke,relevant,and niche,and be able to adapt this offe
196、ring when necessary as the traveller moves through their cycle.Companies also need to innovate when it comes to extracting data from their travellers identifying intuitively how individual travellers would like to interact,and how often.Subtle strategies for identifying lowtouch or hightouch prefere
197、nces are key to offering a luxury experience so as not to detract from the overall experience.Understanding the motivations of the Luxury Traveller Tribes may aid some companies when anticipating how to approach travellers and what kind of experience to offer them.Is a traveller choosing you because
198、 they are a Cashrich,Timepoor traveller,and they need somebody to take care of every aspect,with a full itinerary delivered the night before they travel?Or are they a Strictly Opulent traveller,looking for a showstopping tropical escape full of unusual photo opportunities that will inspire envy from
199、 their social media following?These tribes may assist companies when it comes to understanding travellers but,ultimately,the new era of luxury travel requires understanding customers as individuals.Finally,understanding your businesss role in delivering an end-to-end luxury experience for a travelle
200、r is key to improving collaboration,and reinforcing an industrywide push for consistent luxury service.Exploring the latest technologies and innovations for making the industry work better as a whole is key to achieving a new level of luxury that has never existed before,but that we are always striv
201、ing towards.We encourage you to consider how the findings of this paper can inspire your company to innovate its luxury offering and formulate strategies for succeeding in this new era of luxury travel where luxury is curated,real-time and experience-led.Shaping the Future of Luxury Travel|Future Traveller Tribes 2030 31Thank you.to Tourism Economics,Connections attendees,Amadeus airline partners,and all the interviewees that contributed to this report.2016 Amadeus AIT Group SAFind out more For further information,visit or speak to your Amadeus Account Manager today