Future traveller tribes 2020

Key objectives Review emerging segments of international travellers Explore potential future travel needs of four key segments Identify implications and opportunities for travel providers arising from these future travel needs Explore areas where technology might develop in response to these tribes Structure of report Contextual Critical Consumer The four Travel trends uncertainties trends Traveller technology © 2006 Amadeus IT Group SA Tribes developments 4

Methodology Developed in partnership with Henley Centre HeadlightVision expertise in global futures work that begins understanding consumer and end-user behaviour Report developed following: Desk research 1. Henley Centre HeadlightVision’s global proprietary knowledge including: 2. The Global Energies, global trends in consumer and brand behaviour HenleyWorld, a survey of consumer attitudes across 14 countries representing 70% global GDP Workshops and interviews with: 3. Airline representatives Technology experts © 2006 Amadeus IT Group SA Travel industry specialists Forecasters and academics Amadeus experts 5

Executive summary The report identifies 4 travel demographic segments: “traveller tribes” Their needs and how the travel industry might meet them Technology must be “humanised” to simplify travel © 2006 Amadeus IT Group SA 6

Contextual trends Trends covered: Burgeoning global population Growth in global migration Globalisation of business Globalisation of travel and tourism Increased travel Rising affluence New developments in aircraft © 2006 Amadeus IT Group SA 8

Consumer trends Trends covered: Ageing population Changing spending patterns – trading up / bargain hunting Search for health and well-being Desire for personalisation Experience economy Modal lives © 2006 Amadeus IT Group SA 10

Active Seniors Who are they? Adults, mixed genders Aged 55+, physically healthy and active Retired / working part-time and senior pros Key purpose for travel? Short holiday for relaxation and enjoyment The more affluent are likely to take 4-5 holidays per year as they have time available (either retired or senior pros who can take time off work) Details of travel? For retirees, enjoying their time and the freedom • Travelling predominantly economy of retirement class (may upgrade for one special holiday per year) • Short haul trip and long-haul Specific travel needs? © 2006 Amadeus IT Group SA Health focus • Booked and researched online (or offline via travel operator depending Comfort on region) Price 13

Global Clans Who are they? Immigrants travelling to see family Key purpose for travel? Visiting family and friends for holidays which enable them to be together and re-connect Specific travel needs? Likely to be price sensitive If travelling with children, tied to specific dates such as half-year and end-year holidays and other key festivities May be more focused on groups Details of travel? © 2006 Amadeus IT Group SA • Travelling in economy class • Long haul flight & short haul connection to destination • Booked online (or offline depending on region) 14

Cosmopolitan Commuters Who are they? Businessmen / women Predominantly younger (20s, 30s, 40s) Key purpose for travel? Frequent business trips A key sub-segment is weekly business commuters who fly from home to city of work on Monday and return for the weekend (e.g. internal commuting in the US, intra- European commuting such as Spain- England, France-Germany) Details of travel? • Travelling LCC for short haul or premium Specific travel needs? economy class Price sensitive © 2006 Amadeus IT Group SA • Typically short-haul Schedules Convenient airport locations • Frequent flyer Ability to work • Managed booking Flexibility 15

Global Executives Who are they? Senior executives travelling from/to BRIC markets Key purpose for travel? Key international business meetings May Include leisure elements – taking partner or catching up with old friends / colleagues Specific travel needs? Comfort & relaxation Ability to work Status Details of travel? • Travelling in business class © 2006 Amadeus IT Group SA • Long-haul / short haul • Managed bookings, dealt with by PA 16

Technology implications Travellers want more control, comfort, security and personalisation Technology can provide a more personalised and better travel experience The “humanisation” of technology © 2006 Amadeus IT Group SA 18

The ‘humanisation of technology’ Four core areas of technology development: Trusted digital personal identities 1. Integrated information systems 2. Access to real-time, geo-relevant information 3. New communications technologies 4. © 2006 Amadeus IT Group SA 19

In summary For the first time the report brings together major macro, consumer and technology trends to generate a realistic future view of travel We have identified four traveller groups that have the potential to transform the sector in the next decade, what their needs will be and how travel companies can meet them The humanisation of technology is a key driver of technology development that will make the journey experience more intuitive and responsive to traveller needs © 2006 Amadeus IT Group SA Report can be downloaded from: www.amadeus.com/travellertribes 20

Future traveller tribes 2020

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