Travel & Hospitality

Injecting confidence into the travel sector post-C-19 by educating them about the future of travel

Client:  Amadeus

The Challenge:

Travel-Technology business Amadeus needed to inject confidence into the travel sectorpost-Covid-19.

They wanted to do so by publishing research about the traveler segments(tribes) that’d exist in 2033 and educate the sector on how to cater for their needs in terms of: how AI, personalisation & sustainability would impact travel, new payment methods andnew fears such as cyber attacks.

The Approach

We supported Amadeus by segmenting travelers from 14 countries based on their futuretravel needs and the behavioral biases that’d impact their behavior.

Doing so balanced the uncertainty of the future with the known truths about human decision making. ​This approach – alongside using futuring techniques – enabled us to have a unique, credible research approach that excited the travel press.

The Results

We identified four Traveler Tribes. Each had a unique behavioral profile and view of the future

One embraced technology and was excited about how AI would make travel frictionless. Another was excited by technology, but skeptical to share personal data. And one Tribe was concerned the AI would make travel experiences too predictable.

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