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18 Shaping the Future of Luxury Travel | Future Traveller Tribes 2030 Who are tomorrow’s luxury travellers?


Taking the traveller tribes a step further, Reward Hunters, Simplicity Searchers and Obligation Meeters can be segmented into Luxury Traveller Tribes. These travellers are defined by their behaviours and intentions and also by their varying levels of affluence.


Always Luxury 4%


Money is no object whatsoever for this traveller tribe. Mostly showing the same behaviour of Simplicity Searchers, luxury is part of the everyday for them. Luxury is a minimum requirement rather than a perk, and an essential tool for making their life discreet, streamlined and comfortable. They will travel in first class or by private jet, stay in top-tier room categories and pay to outsource decision-making to trusted parties. Unlike other luxury traveller tribes, their travel intentions do not change, and they do not shift between tribes.


Special Occasion 20%


These travellers are more often Reward Hunters than Simplicity Searchers. For them, luxury travel is a treat rather than a given, and despite their relative affluence, they’re seeking ‘wow factor’ experiences. They may use their loyalty points to upgrade their cabin class, to seek out prestigious dining experiences and to indulge in some well-deserved spa treatments. They may be willing to compromise on comfort at certain stages of their journey if necessary, or if it means they’ll get an incredible travel experience, such as sacrificing luxurious facilities to go on an independent guided tour of the Arctic.


Bluxury 31%


This tribe blends Obligation Meeters with Reward Hunters. Their trip will have a business objective, but they will have the seniority and salary to extend their trip for some luxury leisure travel. Typically chief executives and company leaders, their business objective comes first, but they also want to make the most of their time once the work is done. They may do business in Nairobi and then fly their family to join them on a luxury safari, or extend their stay in Milan to spend a Saturday with a personal shopper.


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