If you’re reading this, you’re likely already experienced with international travel: 99 percent of Global Traveler readers hold a valid passport and 43 percent have taken nine or more international trips in the past three years.
According to the report Future Traveller Tribes 2030, commissioned by Amadeus and produced by The Future Foundation, more than 1.8 billion people will travel internationally each year by 2030. The study used psychographic analysis to identify traveler personalities and considers how travelers’ motivations and behaviors will shape their choices over the next decade. It predicts that some people will prioritize experiences that are highly shareable on social media, while others will seek only the most indulgent, luxurious options.
The research drew on proprietary consumer forecasts to define six distinct traveler personalities:
- Social Capital Seekers plan trips with online audiences in mind, relying on peer reviews and recommendations to validate decisions. Travel products tailored to maximizing social visibility or “Klout-boosting” moments could become popular for this group.
- Cultural Purists view travel as an opportunity to immerse themselves in unfamiliar cultures. For these travelers, the authenticity of the experience is the primary measure of enjoyment.
- Ethical Travelers make choices based on moral considerations, such as reducing their carbon footprint or contributing to local communities. Their itineraries often include volunteering, community development, or eco-sustainable activities.
- Simplicity Searchers favor bundled offers and turnkey solutions to avoid managing many trip details. They see holidays as a rare chance to relax and prefer the reassurance of safety and seamless planning.
- Obligation Meeters travel with a specific purpose—whether business or constrained leisure—and prioritize solutions that save time and hassle. They are drawn to algorithm-driven tools that streamline travel planning and execution.
- Reward Hunters seek indulgent, premium experiences as a form of reward for their hard work. They look for extraordinary, “must-have” trips that deliver a clear return on the time and energy invested in their careers.
In the United States, Amadeus surveyed 800 consumers who traveled at least twice in the past year to understand what motivates them and which tribe they most closely identify with. The poll found that a majority—67 percent—of U.S. travelers most closely align with Simplicity Searchers, prioritizing ease and transparency in travel planning.
Which traveler personality fits you best? Share your travel style with @gtmag.