pammilori jamma

Who travels with you?
- A segmentation analysis of today’s travellers

Contents
1. Executive Summary
2. Introduction
3. Methodology
4. Customer segments
- Digital Natives
- Young Adults
- Family Travellers
- Empty Nesters
- Golden Oldies
5. Conclusions
6. website hints
7. About Amadeus

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Executive Summary
The report is based on a segment analysis of the results of a web-based survey.
This report by Amadeus aims to give Scandinavian travel agencies, regardless of their channel, an increased understanding of their customers’ needs, what inspires them, how they search for travel related information and how they travel. Armed with this knowledge, travel companies can adapt their services and activities to attract new travellers while also strengthening their relationships with existing customers.
The consumers have been divided into five different customer segments, each with their own opportunities and challenges for travel providers. The customer groups are Digital Natives,

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Young Adults, Family Travellers, Empty Nesters and Golden Oldies.
The five customer segments create different conditions for travel providers, depending on the travellers’ varying needs, knowledge and habits. Although there are clear similarities between the different segments, it is impossible to generalise. However, some conclusions can still be drawn, giving us an idea of how people travel today and how developments

“Armed with this knowledge, travel companies can adapt their services and activities to attract new travellers while also strengthening their relationships with existing customers.”

can create opportunities for all players in the travel industry. Family Travellers represent the largest customer group based on volume, accounting for a third of all flight bookings in Scandinavia. Golden Oldies are nevertheless the most frequent air travellers. Aside from