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Case Studies


Future Traveller Tribes 2020 global thought leadership project

Future Traveller Tribes 2020 global thought leadership project

Best practice from CMP Communications


•  Begin a dialogue with the industry about the future of travel
•  Establish brand awareness for Amadeus with key decision-makers and beyond
•  Position Amadeus as a forward-looking organisation focused on technology solutions that could address key commercial issues
•  Provide content to support global and local media relations (but that would stretch to online marketing, direct marketing and sales initiatives)
• Provide a speaking platform for Amadeus executives throughout the world
• To reach airline customers and Amadeus employees


Future Traveller Tribes 2020 - a report which, for the first time, brings together major macro-trends, changes in consumer behaviour and technology developments to understand which traveller groups will be most dominant and what their individual needs will be in the next 10-15 years. 

The report intended to stimulate discussion amongst the airline industry about how the future may evolve, what type of services travellers will expect and how technology can be used as a bridge to meet their needs. 

In order to begin a robust dialogue with the industry, Clarke Mulder Purdie commissioned Henley Centre Headlight Vision (HCHLV), a global futurology consultancy to produce the Future Travelling Tribes 2020 report.

The report included extensive desk research and drew on the HCHLV global consumer trends research report to investigate macro, consumer and technological trends.

A section dedicated to technology evolution, described where the travel industry is today and profiled technologies that are in development and are predicted to emerge in the future. This section of the report was produced and support by a round of 10 workshops, which involved technology experts from Amadeus, a number of world leading airlines such as KLM and other industry leaders.

Conclusions are presented in the form of four travelling groups of the future; Cosmopolitan commuters, Global executives, Active seniors and Global clans, each group embodying the trend analysis from earlier in the report.

Technology innovations are clearly mapped to the needs of the four tribes identified, aligning Amadeus with technology development that will meet the needs of future travellers – supporting the message that Amadeus technology will ensure future commercial success for its customers.

Method deployed

Fully integrated campaign consisting of media, online, direct mail, internal communications and events

Global and local media relations in Amadeus key markets including North America, Spain, UK, France, South America, CESE, Asia-Pacific, Middle East and Africa.

There were 12 press conferences and 9 soft launches globally and a press release distributed globally. Clarke Mulder Purdie developed a ‘campaign in a box’ to support local agency network, including: report executive summary, key messages, media pitches for various media types, additional regional specific statistics and an image bank.

Online campaign was composed of; a one week teaser campaign displaying some advanced information but not the entire report, a dedicated microsite on which provided the report and supporting content, new media penetration into the blogging community and this was supported by direct marketing of the report. (please see supporting materials doc 1)

Internal communications centred on Opera, the Amadeus intranet which held a dedicated FTT2020 subject of the week section including employee blogging. Opera also used an interactive poll to examine employee knowledge of the report. A special news intercom was distributed to the entire organisation to highlight the findings of the report and relevance to Amadeus.

Report formed the basis for 12 external speaking engagements, globally, by Amadeus executives. Including ITB, Berlin, the largest travel conference in the world. Also used at range of internal events by all business units.

Outcome, including formal evaluation of results

Media relations
· 209 press clippings, 9 Radio interviews and 4 T.V. interviews
· Highlights: Full page article dedicated to FTT2020 in the Financial Times, CNBC and BBC T.V. broadcast, full page articles in Expansion (Spain), La Figaro (France) and critical trades such as Air transport World and Computing (please see supporting materials doc 2 & 3)

· 135, 737 micro-site page impressions
· 3, 722 micro-site ‘information page’ views
· 1, 908 micro-site ‘registration page’ views
· 917 report downloads

Most frequent messages = four travelling tribes of the future and the humanisation of technology

Relation to objectives and cost-effectiveness

National press coverage: audience estimated (by Amadeus) at 4,170,000 and value €417,965 highlighting cost effectiveness of the campaign (see supporting materials doc 4)

Trade press coverage: audience estimated (by Amadeus) as 240,000 and value €23,213 highlighting cost effectiveness of the campaign (see supporting materials)

Google hits: 695 exact entries for “Future Traveller Tribes 2020” in Google search engine supporting broad brand awareness and dialogue objectives

Blog spots: 33 Google and 22 Technorati blog entries found on FTT2020, highlighting the industry dialogue objective (see supporting materials doc 5 for example blog)

Report downloaded by 105 airlines and 236 Travel agencies, in line with the objective to reach key decision makers and Amadeus customers (see supporting materials doc 6 for a graph showing breakdown of downloads by customer and partner organisations)

Subjective comments from customer, partner and even rival organisations help to demonstrate the project opened a discussion within the industry (please see supporting materials doc 7)

Creativity / originality

FTT2020 was the first report to investigate what the future traveller of 2020 may look like and to analyse the trends involved, such as migration, global affluence and globalisation. Throughout the project it was crucial that the report could act as a discussion vehicle for the entire industry and business community.

There needed to be content to interest a broad cross section of media, from consumer publications giving a glimpse of the future to frequent travellers to technology publications wishing to profile latest developments, business titles debating opportunities and consequences for travel providers, and travel specific trade publications seeking to inform the market.

The use of ‘tribes’ enabled different audiences such as customers, suppliers, travellers and travel agents to identify with the report, and supported the market dialogue objective and thought leading position that Amadeus was keen to capture.

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