Tribes of the Asian Century

Meet Hendric Tay. Hendric is a Singapore-based Social Capital Seeker – he has travelled to more than 40 countries and loves to share his experiences with friends on social media.

“I travel because it helps me seek good experiences – I get good vibes taking a hike, doing a bungee jump or climbing a mountain.

I am also really reliant on my mobile phone because I use it for everything when I am travelling – from taking photos, to planning and research, and even to keeping in touch with my family.”

We spoke with Hendric as part of the Amadeus Travel Lounge, a video series where travellers across Asia Pacific share their wants, behaviours and, more often than not, their entertaining stories.

Asia Pacific is at the forefront in the Age of Traveller Power and travellers like Hendric are leading the charge. For the APAC travel industry it’s important not only to understand the demographic nuances, but also the psychographic Traveller Tribes that influence travel decisions and behaviours.

As the Asia Pacific dragon awakens, it presents us with a land of great opportunity. By 2050 there will be an additional billion people in the region, equivalent to adding another India. A great many of these will be travelling. With such vast numbers, demographics blur – there will no longer be such a thing as the stereotypical Asian traveller.

And then there’s technology. Mobile phone penetration has doubled in five years, and by the end of the year mobile subscribers will exceed seven billion – almost seven times the current population size of China! With technology adoption soaring and interconnected populations becoming the norm, it is easy to assume that the Social Capital Seeker may be the dominant Tribe as we head towards 2030.

But with the booming middle class continuing to emerge, will we see a new breed of Reward Hunters? Will increasingly liberal values spur an upsurge in Ethical Travellers? It is exhilarating to be in a region driving so much growth and potential, but the key is to ensure that it is with the diverse and distinctive needs of the various traveller tribes in mind.

Asian countries have realised the profound importance of travel and tourism – from the opening of the Asian Infrastructure Investment Bank (AIIB), to the expansion of the low cost carrier (LCC) fleet, as well as investments into “linkers” such as high speed rail and cruise, hopes to give travellers a unique, connected travel experience.

Asia Pacific has been an integral part of Amadeus’ success for many years and we have been trailblazing in the region. Today, more than 30 of the leading Asia Pacific airlines rely on Amadeus technology, along with travel agents, rail companies, hotels and airports. Innovation is part of our DNA and the Amadeus Labs in Bangalore is our R&D hub in the Asia Pacific region.

We have truly arrived in the Asian Century, travellers have changed and will continue to change the travel landscape and the industry must adapt. Amadeus is proud to be here in Asia Pacific, shaping the future of travel with you.

sourced:traveldailymedia.com