1、TRAVELER TRIBES 2033 T H E A M E R I C A S R E G I O NTRAVELER TRIBES 2033 2FOREWORD Senior Vice PresidentAccount Management North America Travel Sellers&OTA AmericasEDUARDO SCHUTTEAt Amadeus,our technology powers the global travel and tourism industry.And as consumers and the industry evolve,we pri

2、oritize helping our customers deliver the best products and services to the market.One way we do this is by understanding whats important to travelers their preferences,how they feel about the future and any behavioral shifts taking place.For this reason,Amadeus commissioned an independent insight a

3、gency Northstar Research Partners to understand the travelers behaviors and how they expect to travel over the next decade.What resulted is a comprehensive glimpse into the future,which identifies four Traveler Tribes across the globe.From that report we extracted the unique traits related to travel

4、ers from the United States and Mexico,which youll find in this Americas regional report.We hope the insights contained within will be a valuable resource to learn about travelers who live in the Americas region.We look forward to innovating together to meet and exceed the needs of travelers in the c

5、oming years.TRAVELER TRIBES 2033 3Helping the travel sector understand andinnovate for travelers in 2033As part of this global research of 10,345 people in 15 countries,we surveyed 1,508 travelers from the United States and Mexico to get a pulse on the traveler mindset in the Americas region.The sur

6、vey was designed based on 22 interviews with a diverse set of experts from around the world,representing e-commerce,sustainability,technology,and travel.And to ensure we stayed rooted in the way people think and make decisions,we also spoke with behavioral scientists and psychologists.No other trave

7、l study in the world is like this one.As a supplement to the global Traveler Tribes 2033 report,this report focuses on the future of travel in the Americas region for three reasons:1.To learn how our global Traveler Tribes come to life in this region 2.To learn if the future forces we believe will i

8、mpact global travel will have the same impact in the Americas region3.To understand how the travel sector can best serve travelers in the Americas region.What are our main learnings?TRAVELER TRIBES PURPOSE1 This number reflects how many travelers the 10,345 sample for our survey represents(1.947bn t

9、ravelers)2 Other regions combine data from:Australia,China,France,Germany,India,Indonesia,Japan,New Zealand,Singapore,Spain,Thailand,UAE,UKOur global Traveler Tribes 2033 study reviews how 1.947bn travelers will evolve over the next 10 years1.The purpose of this is simple:by understanding 2033s trav

10、eler,well understand the future potential of our sector and can be prepared to provide travelers the best travel experience possible in 10 years time.Travelers from the Americas region are unique compared to travelers from other regions2.This is largely due to their openness and adoption of new tech

11、nology.Today they own more emerging technologies than travelers from other regions.This is important as it suggests theyll be open to how technology will shape travel in 2033.This positivity about technology in general(and the trust placed in it)exists in both the US and Mexico.But there are some di

12、fferences between the two countries regarding specific technologies.Mexican travelers are more excited by virtual reality(VR).In 2033 58%of Mexican travelers will use VR preview tours(compared to 53%of US travelers).And 38%of Mexican travelers will relive trips in VR in 2033(compared to 30%of US tra

13、velers).TRAVELER TRIBES 2033 4Conversely,for 29%of Americans,having trips that are more personalized is what excites them most about travel in 2033(compared to 21%of Mexican travelers).And while personalization that makes travelers feel more cared for is what most excites 27%of US travelers about 20

14、33,its only the most exciting element for 18%of Mexican travelers.This isnt to say Mexican travelers arent open to more personalized travel experiences in 2033.Or that American travelers arent excited by VRs possibilities.But we must acknowledge these nuances.Especially as(given its affinity toward

15、future technology)the Americas region could be the geography to lead travels technological evolution.However,travelers from the Americas region arent defined solely by their openness to technology.Theyre also defined by an openness to all things new.Such things include sustainable travel,emerging fo

16、rms of travel and a willingness to share personal information.These factors mean that travelers from the Americas region are largely positive about travel in 2033 more so than travelers from Europe and Asia Pacific.But theres still work to do.TRAVELER TRIBES 2033 5STEP 1Traveler Tribes cognitively d

17、iverse approachto understanding 2033s traveler We spoke to 22 experts from a variety of fields in a calculated order:Looking inwardsLooking outwardsUnderstanding whats possible Speaking to travel experts to understand their view of travel in 2033Speaking to experts in industries that impact travel t

18、o see how their work will change travel by 2033Speaking to behavioral science experts to see the likelihood of inward/outward expert predictions resulting in behavior change by 2033 Natalia Bayona,Director of Innovation,Education and Investments,UNWTO Christophe Bousquet,CTO(Retired),Amadeus Andy Ha

19、mer,Managing Director,CLIA UK and Ireland Wolfgang Krips,SVP Corporate Strategy,Amadeus Liz Ortiguera,CEO,Pacific Asia Travel Association Paco Prez-Lozao Rter,President,Hospitality,Amadeus Decius Valmorbida,President,Travel,Amadeus Monika Wiederhold,EVP,Marketing&Digital Transformation,Travel Unit,A

20、madeus Catherine Willis,Head of Guest Insights,IHG Dr Susanne Becken,Professor of Sustainable Tourism,Griffith University Alana Dillette,Associate Professor,School of Hospitality and Tourism,San Diego State University,Co-Director,Tourism RESET Futurist in Technology Olivier Hours,Head of Distributio

21、n Strategy,IATA Devin Liddel,Futurist,Teague Institute Ed Salvato,New York University,Tisch Center for Hospitality Frank Schirrmeister,VP,Solutions and Business Development,Arteris IP Matthias Schmeer,Strategic Partnerships Lead,Microsoft Nick Turner,Founder,Stratforma Paul Wilkinson,Product Lead,De

22、liveroo Professor James Woudhuysen,Forecaster,Southbank University Richard Chataway,Director of Behavioural Science at Gobeyond Partners,author of The Behaviour Business Richard Shotton,Founder,Astroten.Author of The Choice FactoryTRAVELER TRIBES 2033 6STEP 2Traveler Tribes cognitively diverse appro

23、achto understanding 2033s traveler We surveyed 10,345 travelers from WE UNDERSTOOD WHO THEY ARE TODAYWE LEARNED ABOUT HOW THEY TRAVEL CURRENTLYWE PRIMED THEM TO THINK ABOUT 2033WE PROTECTIVELY UNDERSTOOD TRAVEL IN 2033Their demographics,home composition,the products and technologies theyre aware of/

24、ownTheir travel frequency,priorities,types of trip,planning habitsWe did this by asking about their age,home composition and income in 2033.We used writing exercises to open their mind about what 2033 could be like.Then showed them a written concept about travel in 2033.We asked travelers about how

25、they thought other people would travel in 2033.This is because were better predictors of others behavior than we are of our ownSTEP 3We spoke to 16 travelers from IN,UK and the US.4 from each tribe we had created to understand their and their wider tribes current lives and thoughts about the future

26、in more detailThis equates to 2,586 hours surveying travelersDuring which we asked 248,323 questionsAnd created 5.84mn data points Our content was based on expert input Throughout we used subtle thought experiments to understand traveler psychology TRAVELER TRIBES 2033 7Regional reaction:This future

27、 force is of equal concern to travelers from the Americas region(35%say its one of the three areas of travels future that concerns them most)and travelers from other regions(36%).However,political instability is the third largest concern for travelers outside of the Americas region,and the fourth la

28、rgest concern for travelers from it.This suggests in relative terms,that travelers from the Americas region are concerned less about political pressures compared to travelers elsewhere.Politics is in charge,and this is whats going to put people off taking a holiday.Its going to become expensive,a ha

29、ssle,and maybe not entirely safe.Political instability could threaten free movement,ushering in things like restrictions in travel and immigration policies.THE FUTURE FORCEPolitical pressuresProfessor James Woudhyusen,Forecaster,Southbank UniversityWe interviewed 22 experts who predicted seven futur

30、e forces that could change how we travel in 2033.These predictions were made on a global level.But its important to understand the regional reaction to these from the Americas region.Will they fall in-line,or deviate regarding travels changing nature?What are the future forces thatll shape travel in

31、 the Americas region in 2033?TRAVELER TRIBES 2033 8THE FUTURE FORCEDemographic developmentsTHE FUTURE FORCETechnological innovationCatherine Willis,Head of Guest Insights,IHGYounger travelers will have even higher expectations that travel should be smooth and better connected.Older travelers will ne

32、ed better mobility solutions.And the continued growth of international families(where family members,e.g.,parents and their children,live in different countries)will mean we travel more.This suggests that demographic developments the needs different demographic audiences have will shape travel in 20

33、33.Connection is another huge thing,this appreciation and recognition of the need to connect with friends,family,even just new experiences.Companies have to deliver across the board so people can get that connection theyre going to be increasingly demanding.Regional reaction:We assume younger travel

34、ers have higher expectations.But this isnt always the case.While traveling,travelers aged 18-22 put the most importance on the memories they make just like all other age cohorts.And 23%of them are open to positive forms of friction(where an experience is slowed down and does not trigger a negative r

35、eaction)again in-line with both travelers of other ages,and from other regions.Technology will make travel smoother via super apps,biometrics,touchless technology,virtual reality(VR),and increased automation across the traveler experience,end to end.Regional reaction:Travelers from the Americas regi

36、on are more likely to currently own progressive technologies compared to those from other regions.This means travelers from this region are more excited about technologys ability to reduce problems in trips in 2033 compared to travelers from elsewhere.This suggests that the Americas region could pos

37、sibly be the geography that drives the future force of technological innovation in travel.Technology will continue to be a major driver of a very different experience of travel across the entire travel journey.Nick Turner,Founder,Stratforma Strategic AdvisoryTRAVELER TRIBES 2033 9 AIs impact on trav

38、el is huge.Both on the consumer behavior side and on the technology prediction side,mostly making customer experiences more pleasant.Frank Schirrmeister,Senior Group Director,Solutions and Ecosystem,Cadence Design SystemsKnowing the context around why people are traveling means we can make traveling

39、 better for them.So,if we know people are traveling for work,we will know to charge their business card not the personal one.But we need people to give us their data,so we know their traveling context.People will be more likely to share such data with us if they know theyre going to get something us

40、eful in return.The sharing of more forms of data will lead to more personalized and contextualized travel experiences.THE FUTURE FORCEData developmentsPaul Wilkinson,Product Leader,DeliverooAI will allow for advances in predictive transport maintenance and automated processes.Planes will be better a

41、ble to predict when they need maintenance using AI,so flights wont be grounded.Security areas will need fewer staff members.Lines for food and duty-free will be shorter.Regional reaction:Technologically savvy travelers from the Americas region accept datas role in shaping travel in 2033.For better.A

42、nd for worse.For better because in 2033 theyre likely to totally trust organizations like airlines,online travel agencies and social media providers with their personal data(more so than travelers from other geographies).But despite trusting such organizations,the safety of data they share in 2033 w

43、ill be the main concern for 45%of travelers from the Americas region.THE FUTURE FORCEArtificial intelligence(AI)advancementsRegional reaction:Travelers from the Americas region are early adopters of technology in 2023.And theyre excited for how technology will help travelers in 2033.Therefore,its no

44、 surprise that AI advancements will be a major future force in shaping travel in the Americas region in 2033 to the extent 29%of travelers from the region will prefer AI completely planning business travel for them.TRAVELER TRIBES 2033 10Sustainability is a collaborative effort aimed at creating lon

45、g term impact.This means travelers,governments,businesses,and other organizations are aiming to reduce the negative impact of their travels on the planet.This will result in increased demand for sustainable travel and more efficient and sustainable modes of transport.We need to include sustainabilit

46、y as part of our DNA,and act as responsible tourists.Its not only a matter of the private sector,or of the government,its also up to us as tourists.Natalie Bayona,Director of Innovation,Education and Investments,UNWTO The COVID-19 pandemic created a demand for authentic,meaningful travel that improv

47、es our well-being.That demand will continue to grow.THE FUTURE FORCEPost-pandemic preferences Theres an interest in more community-based tourism,which at the heart of it is more authentic,its more driven and created with the local community.Liz Ortiguera,CEO,Pacific Asia Travel Association THE FUTUR

48、E FORCESustainability sensitivitiesRegional reaction:Travelers from the Americas region are open to trying emerging forms of travel in 2033.These emerging forms of travel will include traveling to improve health and wellbeing,contributing meaningfully to destinations and to have unique/authentic exp

49、eriences.Regional reaction:Travelers from the Americas region are slightly more sensitive towards sustainable travel.This is suggested by their likelihood to make meaningful contributions to their end destination(58%are more likely to travel for this reason in 2033 than they do currently).Whats more

50、,in 2033 travelers from the Americas region will be willing to pay 20%more for a biofueled flight than a traditional jet fueled one 6%more than travelers from other regions.TRAVELER TRIBES 2033 1181%47%45%62%43%41%57%39%45%44%33%44%51%36%33%57%36%37%44%36%35%38%34%31%37%26%36%32%36%30%35%28%28%26%Tr

51、avelers from the Americas regionTravelers from other regions%of travelers who currently own the following products%of travelers stating as one of the top three things (of 9)which excites them most about travel in 2033%of travelers stating as one of the top three things (of 9)which concerns them most

52、 about travel in 2033A smart speakerThat traveling to trip destinations will be quickerHow safe the data people share will beCryptocurrencyThat technology could reduce problems during tripsCybersecurity attacks will be more frequent in 2033A wellness appTo be able to remember trips in more vivid way

53、sThat my travel trips will be more expensive if I want to be more environmentally consciousVirtual reality headsetSampling trips in virtual reality before deciding where to goPolitical instability will mean its not possible to travel to some destinationsNFT(non-fungible token)The chance to travel in

54、 more environmentally friendly waysTrips will depend on peoples willingness to share dataA droneAn electric carTravelers from the Americas region:Technologically progressive in 2023 Technology focused in 2033 TRAVELER TRIBES 2033 12How will travelers react to future developments?TRAVELER TRUTHSFutur

55、e forces are important in shaping travel in 2033.But how people react to these forces is even more important.Will future forces change traveler behavior or trigger resistance?Will they create new habits or strengthen existing ones?The answer to these questions lies in understanding human thinking an

56、d behavior travelers traits and linking this understanding to future forces.Doing so creates traveler truths,and we need to understand both the importance of these truths and how theyll impact travelers in 2033.TRAVELER TRIBES 2033 13Travelers reaction to future forces Traveler truths are important,

57、as they combine the two areas key to understanding travelers in 2033:Lets look at how the traveler traits that relate to four of the future forces thatll be most prevalent in shaping how travelers in the Americas region behave in 2033.TRAVELER TRUTHSFuture forces Traveler traits these will shape the

58、 environment in which travel will take place in 2033knowing how travelers think and make decisions within the environment created by future forcesTo uncover 2033s traveler truths lets start by understanding 2033s traveler experience from start to finish.The traveler experience The travelerAccommodat

59、ionPaymentMemoriesThe purposePlanningTransportTRAVELER TRIBES 2033 14In 2033,super apps(apps that combine tools and content from all major apps)will allow travelers to travel more smoothly by having everything they need in one place.Super apps appeal to the fact that humans are cognitive misers.But

60、they also need to be aware of the goal dilution effect(the more singular something is in its purpose,the more effective we believe it will be).Especially as 72%of travelers from the Americas region are prone to it.In 2033,56%of travelers in the Americas region are likely to use virtual reality(VR)pr

61、eview tours.This is because VR previews fit well with the human trait of loss aversion(we believe that VR previews will save us from making decisions we then regret).In 2033 the future force of technological innovation is likely to impact travelers from the Americas region more than it will other re

62、gions.High technology adoption in the region is undoubtedly a factor in this.But theres psychological reasons too.But our psychology can prevent the uptake of technology as well as drive it.Technological innovation and psychological triggers/barriersAI advancements and the IKEA effect Travelers are

63、excited by how technology will reduce problems when traveling in 2033.And they trust organizations with their personal data.But despite this,AIs ability to make planning trips quicker is one of the aspects of traveling in 2033 which excites travelers from the Americas region least(the 7th most excit

64、ing of nine aspects).This reflects a bias known as the“IKEA effect”:people value the things that they create themselves.Thats why enjoying something theyve planned themselves matters 2.3 times more to travelers from the Americas region than their mode of transport does.TRAVELER TRIBES 2033 15A defin

65、ing factor of travelers from the Americas region in 2033 will be their willingness to travel to improve health and wellbeing,contributing meaningfully to destinations and to have unique/authentic experiences.There are psychological reasons behind these preferences.Travelling to improve mental health

66、&wellbeing was a form of travel totally removed by the COVID-19 pandemic.And when things become scarce,we value them more.Hence why 65%of travelers from the Americas region will travel more for this reason in 2033 than they do today(6%more vs.travelers from other regions).This targeted use of data t

67、o shape user experience also triggers a human trait known as the cocktail party effect we filter out much of what were exposed to,but things with personal relevance grab our attention.Its no surprise that 65%of travelers from the Americas region who are likely used to receiving targeted offers envis

68、ion traveling more for unique experiences in 2033.Post-pandemic preferences and a contextualization cocktail The say-do gap is the difference between what people say and what theyll do.For example,27%of travelers from the Americas regions say that their preferred way to travel sustainably in 2033 wi

69、ll be to have virtual instead of physical meetings for work.However,71%of these travelers would change from attending a meeting virtually to physically if their manager was attending in-person(do).The challenge to make travel more sustainable is largely a psychological one.One such factor is the say

70、-do gap.Sustainability sensitivities and the say-do gap TRAVELER TRIBES 2033 16TRAVELER TRIBES 2033 17One overriding traveler truth is that travelers from the Americas region are largely positive to travel in 2033.Their overriding emotion to a future of travel(as its shaped by the previously mention

71、ed future forces)is exciting(54%)3.And theres smaller pockets of negativity compared to travelers from other countries(who are more likely to feel scared or controlled).We shouldnt be surprised by this given what we know about travelers from the Americas region.Theyre technologically savvy.This mean

72、s theyll be open to technologys growing role in travel.They appear to have greater sensitivities towards sustainably than travelers from other regions.This means theyre likely to be more open to eco-friendly forms of travel.How will travelers from the Americas region react to a travel reality shaped

73、 by these future forces?3 Full written description available in Appendix 1:Description of travel in 2033TRAVELER TRIBES 2033 18The historical grouping methods The evolved grouping methods of 2033Whether people travel for business or leisure doesnt define who they are or what they do on their trip.Ye

74、s,their trips core purpose might explain their travel behavior to some extent.Yet it doesnt entirely explain why they make travel-related decisions,or how they think about the future.Demographic grouping has similar limitations,as we typically see via comparisons of different age groups motivations

75、for traveling.To truly understand travel in 2033,we believe its necessary to create groups of travelers based on their similarities,which led us away from the historical ways of grouping travelers to create four distinct Traveler Tribes that will exist in 2033.Understanding travels future using Trav

76、eler TribesTo understand travel in 2033,we must move away from defining groups by the simplest possible parameters and use Traveler Tribes instead of general customer segments or demographic brackets.Weve done this before in studies conducted in 2007 and 2015 where we identified electronic traveler

77、identification,biometrics,super apps,social media,and smart technologies as key drivers of transformation.But why call them Tribes?Tribes define themselves by shared ideologies,connected ways of thinking,common attitudes.We believe that identifying Traveler Tribes will allow us to better understand,

78、and prepare for,travel in 2033.TRAVELER TRIBES 2033 19TRAVELER TRIBESWho are 2033s Traveler Tribes?Globally,we defined four Traveler Tribes.To create them,we assessed 215 attitudinal and human traits on which Tribes could be based.Then,having analyzed 1.15 million data points,we created 43 potential

79、 sets of Tribes.Of these,we found four Tribes that were truly distinct:whose distinctiveness is largely explained by their attitudes towards 2033s future forces and human traits,not by factors like cultural differences and age.Each has a unique way of thinking.Separate decision-making processes.Vary

80、ing life and travel priorities.Distinct lifestyles.Differing views on travels future.And they all differ in size.The Excited Experientialists account for 19%of travelers from the Americas region.The Memory Makers,36%.The Travel Tech-fluencers,9%.And the Pioneering Pathfinders,36%.Lets meet each of 2

81、033s Traveler Tribes,understand how we defined them globally,and learn about the traveler journey their members from the Americas region will undertake in 2033.TRAVELER TRIBES 2033 20Meet theExcited Experientialists Excited ExperientialistsMemory Makers Travel Tech-fluencers Pioneering Pathfinders E

82、xcited ExperientialistsTRAVELER TRIBES 2033 21A snapshot of the Excited Experientialists in the Americas region%of travelers from the Americas region who are Excited Experientialists%of Excited Experientialists stating travel in 2033 will be different/opposite to travel in 2023%of Excited Experienti

83、alists who only have positive emotions(excited,comfortable,empowered)about travel in 2033%of Excited Experientialists who have positive(excited,comfortable,empowered)&negative emotions(scared,concerned,frustrated,controlled)about travel in 2033%of Excited Experientialists who only have negative emot

84、ions(scared,concerned,frustrated,controlled)about travel in 2033Average no.of planning touchpoints in 2033%of Excited Experientialists totally trusting AI to plan all parts of travel in 2033%of Excited Experientialists very comfortable using emerging forms of payment in 203319%30%51%33%17%3.3025%26%

85、That traveling to trip destinations will be quickerThat technology could reduce problems during tripsSampling trips in virtual reality before deciding where to goThe%of Excited Experientialists who state as one of the 3 aspects(of 9)which excite them most about travel in 2033 49%36%33%Excited Experi

86、entialistsMemory Makers Travel Tech-fluencers Pioneering Pathfinders Excited ExperientialistsTRAVELER TRIBES 2033 2219%of travelers in the Americas region are Excited Experientialists and are defined by:Their try it and see approach to lifeValuing experience over materialismBeing instinctive and ope

87、n-minded Their excitement about the future of travel But how does this shape the way they will travel in the Americas region in 2033?Excited ExperientialistsMemory Makers Travel Tech-fluencers Pioneering Pathfinders Excited ExperientialistsTRAVELER TRIBES 2033 23The Excited Experientialists 2033 tra

88、veler journey in the Americas region The Excited Experientialists wont commit to their travel 2033 plans until 1st Jan 2033.Theyll be keeping their options as wide open as possible.Thats why theyre as likely to have a trip to improve their mental wellbeing as they are to have one that will get them

89、out of their comfort zone.Or why its as feasible that theyll travel for business as it is that theyll travel to digitally disconnect.This is because 46%of them are open to ambiguity,and 50%more open than other Traveler Tribes in the Americas region.The Excited Experientialists are likely to have 25%

90、less planning touchpoints compared to other Traveler Tribes.What is of most interest is the type of planning touchpoints theyll use in 2033.Theyll reject planning tools that dictate what they should do as only 28%will use automated recommendations.But theyre open to planning tools that can inspire t

91、hem with 42%likely to use social media reviews.Such planning tools will be useful for the Excited Experientialists as theyre the Traveler Tribe most likely to be planning their own travel in 2033,despite AIs help being available.This is because AI-based planning assistance will likely use their data

92、 to make predictable recommendations for them the opposite of what these instinctive explorers seek.Defined by being undefinedTHEIR PURPOSE PLANNINGNo to dictation,yes to inspiration Excited ExperientialistsMemory Makers Travel Tech-fluencers Pioneering Pathfinders Excited ExperientialistsTRAVELER T

93、RIBES 2033 24Being able to travel to destinations quicker is what excites 49%of Excited Experientialists most about trips in 2033.This is because they want to get to where the excitement begins as quickly as possible.Thats why,the Excited Experientialists are less likely than other Traveler Tribes t

94、o use slow forms of transport in 2033.Excited Experientialists rejection of slow forms of transport indicates that traveling sustainably wont be their priority in 2033.The fact that 29%of the Excited Experientialists wholl prefer biofueled jets as the way theyll most likely travel sustainably in 203

95、3 wont pay more for this form of travel supports this.In 2033 the Excited Experientialists are the Traveler Tribe least likely to use global hotel chains.Conversely,theyre the Traveler Tribe most likely to prefer staying in other peoples homes instead of hotels.This is because they see global hotel

96、chains as providing a predictable and unexciting accommodation experience.When the Excited Experientialists do use hotels,53%of them will be willing to share fingerprint data with the hotel so their hotel can create a bespoke experience for them.This is 4%higher compared to Excited Experientialists

97、in other regions reinforcing the Americas regions open mind regarding technology.TRANSPORTATIONSpeed over sustainability ACCOMMODATION Eschewing predictability but open to personalizing Excited ExperientialistsMemory Makers Travel Tech-fluencers Pioneering Pathfinders Excited ExperientialistsTRAVELE

98、R TRIBES 2033 25The Excited Experientialists are as likely to be owners of progressive technologies as other Traveler Tribes.This means theyre largely comfortable using new forms of payment in 2033(after all,55%of them own cryptocurrencies in 2023).However,theyre the Traveler Tribe least likely to p

99、ay for travel by subscription in 2033.This is because they see subscription services as representing routine and predictability.This is the opposite of the Excited Experientialists life philosophy.PAYMENT Progressive is preferred to predictableExcited ExperientialistsMemory Makers Travel Tech-fluenc

100、ers Pioneering Pathfinders Excited ExperientialistsTRAVELER TRIBES 2033 26Meet the Memory MakersMemory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders TRAVELER TRIBES 2033 27A snapshot of the Memory Makers in the Americas region%of travelers from the Americas region who a

101、re Memory Makers%of Memory Makers stating travel in 2033 will be different/opposite to travel in 2023%of Memory Makers who only have positive emotions(excited,comfortable,empowered)about travel in 2033%Memory Makers who have positive(excited,comfortable,empowered)&negative emotions(scared,concerned,

102、frustrated,controlled)about travel in 2033%of Memory Makers who only have negative emotions(scared,concerned,frustrated,controlled)about travel in 2033Average no.of planning touchpoints in 2033%of Memory Makers totally trusting AI to plan all parts of travel in 2033%of Memory Makers very comfortable

103、 using emerging forms of payment in 203336%33%15%28%56%4.6024%28%That traveling to trip destinations will be quickerTo be able to remember trips in more vivid waysSampling trips in virtual reality before deciding where to goThe%of Memory Makers who state as one of the 3 aspects (of 9)which excite th

104、em most about travel in 203354%43%33%Memory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders TRAVELER TRIBES 2033 2836%of travelers in the Americas region are Memory Makers and are defined by:Their increased propensity to be habitual compared to other Traveler Tribes Being

105、 more loss averse and less likely to use new/unfamiliar technologies Low sensitivity towards sustainabilityFeeling daunted by the future of travelBut how does this shape the way they will travel in the Americas region in 2033?Memory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pat

106、hfinders TRAVELER TRIBES 2033 29The Memory Makers 2033 traveler journey in the Americas region Memory Makers value travels fundamentals more than any other Traveler Tribe.The memories they make.The places they visit.The people theyre with.And value for money.This isnt to say that theyre unexcited ab

107、out a future of travel that involves technology.The Memory Makers are more excited than any other Traveler Tribe about virtual reality(VR)being able to help create more vivid memories for them.For 43%of them,technologys potential to enhance this travel fundamental is what excites them most about tra

108、veling in 2033(a greater level excitement compared to Memory Makers from other regions where 39%state VRs ability to create vivid memories is what excites them most about travel in 2033).this is their low trust in AI.Only 25%of Memory Makers totally trust AI to do a low-level travel admin task like

109、renewing their passport.This is much lower compared to more progressive Traveler Tribes where 50%+of their members trust AI to do similar tasks.However,its a higher level of trust than Memory Makers outside of the Americas region have(17%).This reinforces the general forward-looking nature of travel

110、ers in this area.But theres more to technology and travel planning in 2033 than AI.66%of Memory Makers are likely to use VR preview tours when planning their trips.This is because the use of VR will prevent spending money on trips they may not like,and thus resonates the importance they place on val

111、ue for money.The Memory Makers are less excited about technologys potential to help them plan travel in 2033.In 2033,34%of Memory Makers will still be relying on human input to help them plan trips.The reason for Fundamentals first.Thrills second.THEIR PURPOSE PLANNINGAnti-AI.Pro-VR.Memory Makers Ex

112、cited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders TRAVELER TRIBES 2033 30The Memory Makers habitual nature and hopes for travel in 2033 is evident in how theyll travel.For 54%of Memory Makers,being able to travel to a destination quicker is what excites them most about travel in 203

113、3.This means theyre likely to keep using planes and avoid slow forms of transport.Similarly,the Memory Makers low sensitivity towards sustainability and their value on travels physicalities(such as places and people)means theyre the Traveler Tribe least likely to support the most extreme forms of su

114、stainable travel.This includes measuring their carbon footprint and supporting a limit of how many international miles people can travel(the Memory Makers are approx.30%less likely to support such measures compared to other travelers).The Memory Makers aversion to loss means that theyre the Traveler

115、 Tribe most likely to stay in chain hotels over boutique ones in 2033.Furthermore,Memory Makers are less likely to want progressive hotel experiences.Theyre the Traveler Tribe least likely to share fingerprint data with hotels in return for a personalized experience reflecting their discomfort with

116、new technologies.But,reflecting the Americas regions excitement about new technologies,11%more Memory Makers from this area are likely to use fingerprint access in 2033 compared to Memory Makers from elsewhere across the globe.TRANSPORTSpeed over sustainability ACCOMMODATIONStaying in the habitual h

117、otelThe Memory Makers preference for familiar technology means that only 18%/22%of them will be very comfortable paying for trips in cryptocurrency/facial recognition systems in 2033.But theyre not entirely dismissive on new payment formats.47%will be very comfortable paying for trips using an onlin

118、e payment system.And 36%will be very comfortable using a mobile payment system.Given the importance Memory Makers place on value for money,this comfort using new payment methods may increase if it leads to better prices for trips.PAYMENTSNo to crypto.But openness to online systems.Memory Makers Exci

119、ted ExperientialistsTravel Tech-fluencers Pioneering Pathfinders TRAVELER TRIBES 2033 31Meet the Travel Tech-fluencers Memory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders Travel Tech-fluencers TRAVELER TRIBES 2033 32A snapshot of the Travel Tech-fluencers in the Americ

120、as region%of travelers from the Americas region who are Travel Tech-fluencers%of Travel Tech-fluencers stating travel in 2033 will be different/opposite to travel in 2023%of Travel Tech-fluencers who only have positive emotions(excited,comfortable,empowered)about travel in 2033%of Travel Tech-fluenc

121、ers who have positive(excited,comfortable,empowered)&negative emotions(scared,concerned,frustrated,controlled)about travel in 2033%of Travel Tech-fluencers who only have negative emotions(scared,concerned,frustrated,controlled)about travel in 2033Average no.of planning touchpoints in 2033%of Travel

122、Tech-fluencers who totally trusting AI to plan all parts of travel in 2033%of Travel Tech-fluencers very comfortable using emerging forms of payment in 20339%50%32%52%16%6.3051%52%That traveling to trip destinations will be quickerThat technology could reduce problems during tripsArtificial intellig

123、ence making trip planning quickerThe%of Travel Tech-fluencers who state as one of the 3 aspects(of 9)which excite them most about travel in 2033 42%40%38%Memory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders Travel Tech-fluencers TRAVELER TRIBES 2033 339%of travelers in

124、the Americas region are Travel Tech-fluencers and are defined by:Having the highest proportion of business travelers compared to other Traveler Tribes Being open minded and having a high ownership of new technology Having surface confidence but also a degree of inner anxiety Knowing that the future

125、of travel will be different but having mixed emotions about thisBut how does this shape the way they will travel in the Americas region in 2033?Memory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders Travel Tech-fluencers TRAVELER TRIBES 2033 34The Travel Tech-fluencers 20

126、33traveler journey in the Americas regionIn 2033,the Travel Tech-fluencers will combine changing and consistent travel behaviors.Only 32%are much more likely to be travelling for business meetings in 2033 compared to today.Theyll still travel for business-related reasons,but in 2033 the main reason

127、theyll be travelling for business wont be for meetings,but to work remotely.This changing behavior is consistent with their open mindedness.This means that 61%of Travel Tech-fluencers are much more likely to increase how often they travel for unique and authentic experiences.And for this reason,Trav

128、el Tech-fluencers in the Americas region are 12%less likely to share data to help OTAs plan trips like those they had in the past compared to members of the tribe elsewhere.Change meets consistencyTHEIR PURPOSE Memory Makers Excited ExperientialistsTravel Tech-fluencers Pioneering Pathfinders Travel

129、 Tech-fluencers TRAVELER TRIBES 2033 35Travel Tech-fluencers put more importance on enjoying something theyve planned themselves more than any other Traveler Tribe.This reflects the inner anxieties that define them as they seek to control their own future.Combined with their love of technology,this

130、means that in 2033 Travel Tech-fluencers are likely to use an average 6 planning tools.This will include 75%of them using VR previews and 72%using AR previews.Their tech-savviness will mean that theyll be willing to let AI help plan all parts of their trips(50%of them will totally trust AI to plan a

131、ll parts of trips in 2033).The Travel Tech-fluencers will remain loyal plane users in 2033.But theyll expect air travel to evolve in-line with their own,progressive expectations.65%of Travel Tech-fluencers will be willing for facial recognition technology to help create meals for them while travelin

132、g.And 72%are happy to exchange biometric data to enable quick access through passport control.PLANNINGUsing AI to manage planning anxieties TRANSPORTModernizing their main modeACCOMMODATIONDemanding an evolved status quoThe Travel Tech-fluencers are unlikely to move away from staying in status quo f

133、orms of accommodation(hotels and global chains)in 2033.But theyll expect an evolved experience from them.From hotel access(where 66%of Travel Tech-fluences will be willing to share fingerprint data to get access to hotel buildings)to room configuration(65%of Travel Tech-fluencers will be willing to

134、share fingerprint data to have their room configuration personalized).PAYMENTComfortable with crypto.But preferring current payment methods.The Travel Tech-fluencers will be open to new forms on payment in 2033.Given 77%of them own cryptocurrency in 2023,this is to be expected.But this openness may

135、not translate into usage.This is because while 77%of Travel Tech-fluencers will be comfortable using cryptocurrency to pay for trips in 2033,significantly more(94%)will be comfortable using(less advanced)online and mobile payment systems.Memory Makers Excited ExperientialistsTravel Tech-fluencers Pi

136、oneering Pathfinders Travel Tech-fluencers TRAVELER TRIBES 2033 36Meet the PioneeringPathfindersPioneering Pathfinders Travel Tech-fluencers Memory Makers Excited ExperientialistsTRAVELER TRIBES 2033 37A snapshot of the Pioneering Pathfinders in the Americas region%of travelers from the Americas reg

137、ion who are Pioneering Pathfinders%of Pioneering Pathfinders stating travel in 2033 will be different/opposite to travel in 2023%of Pioneering Pathfinders who only have positive emotions(excited,comfortable,empowered)about travel in 2033%of Pioneering Pathfinders who have positive(excited,comfortabl

138、e,empowered)&negative emotions(scared,concerned,frustrated,controlled)about travel in 2033%of Pioneering Pathfinders who only have negative emotions(scared,concerned,frustrated,controlled)about travel in 2033Average no.of planning touchpoints in 2033%of Pioneering Pathfinders who totally trusting AI

139、 to plan all parts of travel in 2033%of Pioneering Pathfinders very comfortable using emerging forms of payment in 203336%41%64%34%2%4.0052%47%The chance to travel in more environmentally friendly waysThat technology could reduce problems during tripsThat traveling to trip destinations will be quick

140、erThe%of Pioneering Pathfinders who state as one of the 3 aspects(of 9)which excite them most about travel in 2033 39%39%39%Pioneering Pathfinders Travel Tech-fluencers Memory Makers Excited ExperientialistsTRAVELER TRIBES 2033 3836%of travelers in the Americas region are Pioneering Pathfinders and

141、are defined by:Having a fast-paced life,both at work and home Being open to calculated risksCaring about the planetHigh positivity about the changing future of travelBut how does this shape the way they will travel in the Americas region in 2033?Pioneering Pathfinders Travel Tech-fluencers Memory Ma

142、kers Excited ExperientialistsTRAVELER TRIBES 2033 39The Pioneering Pathfinders 2033 traveler journey in the Americas region64%of Pioneering Pathfinders have purely positive emotions about travel in 2033.This means theyll be traveling more often.Central to this will be contrasting types of trips.On o

143、ne hand 92%of Pioneering Pathfinders are likely to travel to do something different or get out of their comfort zone.But theyre not action or adrenaline seekers.This is because many of them see travel as a way to relax as shown by 91%of the Pioneering Pathfinders being likely to travel more to impro

144、ve their mental health and wellbeing in 2033.THEIR PURPOSESeeking both discomfort and calmPLANNINGPositively polarizedPlanning trips in 2033 will polarize the Pioneering Pathfinders.Polarizing because enjoying something theyve planned for themselves is the 3rd(of 10)most important thing to them when

145、 theyre traveling.But theyre also early adopters of technology.So,will the Pioneering Pathfinders continue to plan travel to satisfy themselves?Or let technology do it for them?The most likely scenario is that theyll combine both,with 55%likely to equally balance the roles of people and AI in planni

146、ng trips or let AI lead the planning with human input.Pioneering Pathfinders Travel Tech-fluencers Memory Makers Excited ExperientialistsTRAVELER TRIBES 2033 40TRANSPORTBeing sustainable in the skiesACCOMMODATIONHigh expectations all round regarding eco-hotels Travels environmental impact matters 26

147、%more to Pioneering Pathfinders than it does other Traveler Tribes.Thats why for 39%of them,being able to travel in more environmentally friendly ways is what excites them most about travel in 2033.The most likely way that the Pioneering Pathfinders will do this is to travel via planes with biofuel.

148、Whats more given their sustainability sensitivities 90%of Pioneering Pathfinders who take biofueled flights will(on average)be prepared to pay 47%more for doing so(vs.the price of a jet fueled flight).The Pioneering Pathfinders openness means that in 2033 theyre the Traveler Tribe who are likely to

149、prefer boutique hotels to chains and be willing to try outdoor accommodation over indoor.Their preference for boutique hotels being 6%greater in the Americas region compared to other countries.More telling is what they think eco-hotels should offer in 2033.The Pioneering Pathfinders are the most sen

150、sitive to sustainability of all the Traveler Tribes.This means they are the most willing to make compromises themselves if they use eco-hotels.Such compromises include using the same sheets/towels if their stay is under a week-long and limiting shower times to five minutes.And they expect the same l

151、evel of environmental concern from eco-hotels too.46%of Pioneering Pathfinders will expect eco-hotels to protect the local environment.And a further 35%will expect them to only serve organic food.Pioneering Pathfinders Travel Tech-fluencers Memory Makers Excited ExperientialistsTRAVELER TRIBES 2033

152、41PAYMENTAhead of the gameThe Pioneering Pathfinders are technologically savvy and willing to make calculated risks.Its no surprise that in 2033 theyll be very comfortable using new forms of payment.74%of Pioneering Pathfinders own cryptocurrency in 2023.This will mean that 81%of them will be comfor

153、table using it to pay for trips in 2033.The progressive way the Pioneering Pathfinders in the Americas region will approach paying for trips in 2033 is shown further when we consider theyre 8%less likely than members of their tribe from other geographies to be paying for their trips using online or

154、mobile payment systems.Pioneering Pathfinders Travel Tech-fluencers Memory Makers Excited ExperientialistsTRAVELER TRIBES 2033 42What do we need to do between now and 2033?Knowing what we now know about travel in 2033 future forces,traveler truths and Traveler Tribes.What do we do next?At an overall

155、 level,the Americas region has a genuine claim to have the potential to be able to drive the future of technology in travel.The travelers within the region own lots of it.And they understand how technology can integrate into the traveler journey.For better(speed and problem solving),and for worse(da

156、ta security and safety).But more important is to consistently remember that travel is a human endeavor.And we should keep that at the forefront of travels evolution.This will allow us to enable the psychological triggers critical to technology adoption(leveraging loss aversion to encourage VR travel

157、 previews).While aiding our understanding of the cognitive barriers thatll make change hard(the familiarity bias that means travelers may use online payment methods instead of cryptocurrency in 2033).At the heart of this research project are 2033s Traveler Tribes.Theyre all important to travels futu

158、re.The Pioneering Pathfinders can serve as the sectors influencers,encouraging sustainable travel.If they share their opinions,perhaps they can influence the Travel Tech-fluencers opinions.The Memory Makers need convincing that travel in 2033 will retain its core values,and that the incoming future

159、forces will make travel better.Perhaps as a sector,we can encourage the Excited Experientialists to increase the buzz regarding the changes that are forthcoming.Travelers from the Americas region are already positive about travel in 2033.If we take our learnings from this Traveler Tribes research an

160、d apply them,this positivity will spread further across the region.TRAVELER TRIBES 2033 43VISUAL DEVELOPMENT FOR CONCEPTTRAVELER TRIBES 2033 A circle conveys a meaning of existence,an embrace,an encapsulation.A defined perimeter that creates a sense of belonging,relationships and bonds between those

161、 that reside within.Four Traveler Tribes,each symbolized by four circles.Overlapping circles that convey meanings of connectedness between the Traveler Tribes.After all,in our diversity,we are one.This dynamism propels us to leap forward.Like our world spinning in perpetual motion.This freedom of mo

162、vement governs human evolution and shapes humanity at present and into the future.It all begins with one simple shape that represents infinity,unity and harmony.TRAVELER TRIBES 2033 44Appendix 1.Description of travel in 2033The following description of travel in 2033 was shown to travelers who did o

163、ur survey.Based on this description they answered questions on how this description made them feel and how they thought people will travel in 2033 if it were to be as this description suggests.Artificial intelligence in 2033:Even today Artificial Intelligence knows humans well enough to beat the wor

164、lds best chess players.But by 2033 artificial intelligence will act like humans,to the extent itll have a personality.This will mean artificial intelligence will be able to get to know us the same way people do.Data in 2033:Artificial intelligence will be clever.But itll need peoples data to power i

165、t.A main use of data in 2033 will be to personalize experiences that are the currently same for everyone.Virtual reality in 2033:People with virtual reality devices will use them like they use the smart phone.This will mean virtual reality users will be able to interact with each other in computer g

166、enerated environments with 4 times the image quality phones today have.The planet in 2033:Climate change wont be solved in 2033.Global temperatures will still be on course to increase by 36%Fahrenheit this century.But well be doing more to slow it down.And its effects will be more obvious than they

167、are currently as were expected to emit an extra 1bn tons of carbon dioxide than we do now.Work in 2033:Todays remote working trend where 73%of people work partly or totally remotely will still exist.And virtual technology will allow for more remote working possibilities.Touchless technology in 2033:

168、Touchless systems that are controlled by gestures rather than physically touching a device will be more widespread,with their usage rising by 20%a year.These will reduce health risks.Biometric data in 2033:To get people to use touchless systems in 2033,the sharing of data about peoples biological measurements and physical characteristics will be encouraged.TRAVELER TRIBES 2033 45You can follow us on:Find out more about Traveler Tribes 2033AmadeusIT