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Amadeus predicts future air travellers
Future air travel will be shaped by four major consumer groups, according to research from distribution giant Amadeus.
The Future Traveller Tribes 2020 study, which was conducted in partnership with the Henley Centre Headlight Vision, divides travellers, in the next 10 to 15 years, into Cosmopolitan Commuters, Global Executives, Active Seniors and Global Clans.
Cosmopolitan Commuters, are travellers in their 20s, 30s and 40s on frequent business trips spending much of the week in a different country and returning home for the weekend.
Global Executives tend to be at a more senior level and are travelling to and from the emerging economies of Brazil, Russia, India and China.
Active Seniors are those aged 55+ and according to the research the proportion of the population aged 65+ will treble by 2020 to 700 million people.
Finally, Global Clans are identified as immigrants travelling to get together with friends and family.
The purpose of the study, which takes into account global trends such as the threat of terrorism and the environment issues impacting travel, is to identify the future travel needs of the groups and the potential opportunities for travel providers.
Amadeus airline business group vice president Frederic Spagnou said airlines needed to study these consumers and work out how to improve on the existing experience.
He also predicted the rise of sub-brands within airlines targeting the different groups:
“It’s time for the industry to have a marketing revolution. Active Seniors, for example, will have an interesting set of needs that airlines will need to cater for and facilitate the experience in the airport.”
He continued: “If I wanted to address business travellers I would increase frequency, arrange a pick-up service from hotels to drop them at my terminal and ensure I recognise them at every point of contact. Low-cost airlines are just one segment today and there will be four or five of these segments tomorrow. The industry will have to enrich its offer three- or fourfold.”
by Linda Fox
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