Harris X and Amadeus: Traveler Tribes 2033 – breaking B2B research conventions to renew confidence in travel by focusing on ‘the traveler’

Amadeus, a travel-tech business, internationally published the Traveler Tribes 2033 with hope to renew confidence in its customers and wider sector by educating them about travel's future and getting B2B audiences to focus on 'the traveller'.


Travel-tech business Amadeus used research differently to other B2B companies to help renew confidence in their sector and customers post-COVID-19 by publishing Traveler Tribes 2033 – research about the traveler segments that'd exist in 2033.

The methodology innovated beyond legacy segmentation methods, using techniques rarely seen in B2B research to:

  • Overcome the challenges with expert forecasts using time-spaciousness, cognitive diversity, and combining forecasting with psychology
  • Segment travelers – for the first time – based on a) susceptibility to behavioral biases b) projected future behavior using masked thought experiments and futuring

This created new/newsworthy insights for B2B audiences forcing them...

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