Shaping the Future of Luxury Travel | Future Traveller Tribes 2030 5


The Hierarchy of Luxury Travel Needs


INDULGENT EXPERIENCE


(meets/exceeds) Self-


actualisation Esteem


Level/belonging Safety


Physiological


SERVICE LEVEL


(door to door, on trip)


& SECURITY


EXCLUSIVE (unique or niche)


AUTHENTIC EXPERIENCE


(cultural, not mass travel) PRODUCT


TRUSTED TRAVEL GUARDIAN (advice, service, security of information, convenience, 24/7 support) The Hierarchy of Luxury


Travel Needs (main image) was validated by luxury travel leaders during a Connections Luxury 2016 event.


PRIVACY


VIP


QUALITY STANDARDS (at every stage of the journey)


It’s no longer enough to understand what luxury means to a particular traveller – it’s about knowing what luxury means to that traveller right now. “As consumers become older, and as markets mature, materialism is less important, while time and enrichment are key,” says Ian Yeoman, a Travel Futurologist. “This is an important feature in European and American markets – from Maslow’s perspective, it’s about self-actualisation.”


A traveller’s perception of luxury not only changes throughout their lifetime – it can change throughout the duration of a single holiday. Circumstances along their journey will alter their perceptions and their norms – and the new era of luxury travel requires brands to constantly monitor their expectations, and adapt accordingly. In other words, new luxury is real-time.


Through exploring findings from Tourism Economics and Amadeus Travel Intelligence, this paper aims to answer questions about where the luxury travel market is heading and predict trends that are influencing the behaviour of tomorrow’s travellers. Some key findings include:


_ Luxury travel is growing faster than overall travel


_ North America and Western Europe account for 64% of global outbound luxury trips, despite making up only 18% of the world’s population


_ Asia Pacific’s luxury travel market will see faster overall growth than Europe’s from 2011-2025, but will decelerate from 2015-2025


This paper will analyse the future regional hotspots, the expectations of tomorrow’s luxury travellers, and also discuss some strategies for understanding and serving new-era luxury travellers.


If you would like to know more about the traveller tribes covered in two previous reports, visit amadeus.com/tribes2030


Finally, the paper will suggest ways that the industry as a whole can move forward, with different sectors – airlines, hotels, wellness brands, technology providers, tour operators and service providers – working together to enhance a traveller’s holistic luxury experience.


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