Travel & Hospitality

Understanding changing expectations to build the journey of tomorrow

Client:
Amadeus

Category:
Travel and Hospitality

Scope:
Segmentation,
strategy and thought leadership

The Challenge:

Expectations of travelers have shifted dramatically over the past three years, reshaping not only how people plan holidays and work trips but also how they define the value of travel itself.

The challenge was to anticipate how these changes in mentality, priorities, and external influences (like sustainability, demographics, and political shifts) would shape the traveler of 2033.

The Approach

Amadeus, supported by HarrisX, engaged in one of the largest foresight studies in travel, by combining methodological, expert and cultural perspectives.

Collected insights from more than 10,000 travelers across 15 countries and 22 cross-industry experts.

Deployed cognitive diversity to gain a rounded understanding of traveler motivations and openness to technological adoption.

Segmented travelers into four distinct “Traveler Tribes” to simplify complexity and prepare the industry for the future.

The Results

The Traveler Tribes 2033 research identified four new traveler archetypes—Excited Experientialists, Memory Makers, Travel Tech-fluencers, and Pioneering Pathfinders.

Understand the travel's trajectory

Deepen understanding of evolving traveler expectations and behaviors.

Develop future forces

Ready strategies for personalization, technology adoption, and sustainability.

Embrace psychology in tech & AI innovation

Provide a roadmap for investment in the tools and innovations that will define how people travel in 2033.

Our Unique Expertise

Plant-Based Food Futures

Reigniting Growth in the UK Plant-Based Market

Client: GFI Europe | PlantFutures

Learn More

Automotive & Mobility

Track EV transition, brand shifts, and the new purchase journey.

Client: Automobile company

Learn More

Travel & Hospitality