Then everything changed.

The internet didn’t just become the most significant medium—it became the most personal. Suddenly, people weren’t just passive ad consumers; they had a voice. They could connect, share, and form communities based on their concerns. These groups weren’t just random clusters of people; they were tribes—united by interests, values, and lifestyles.

Why Tribes Matter in Marketing

If you’re in marketing today, the biggest mistake you can make is trying to sell to everyone. Because the truth is, not everyone is your customer—and that’s perfectly fine.

Seth Godin puts it best: “Everyone is not your customer.” Your product or service isn’t for everyone but is right for a particular group. Your job? Find them.

Tribes in Hospitality: Who Are You Marketing To?

Hospitality is a fascinating industry because customers aren’t all the same—even the same person can belong to different tribes depending on their trip. A solo business traveller looking for efficiency isn’t the same as a couple on a luxury honeymoon. A backpacker seeking off-the-grid adventures isn’t looking for the same experience as a high-spender craving VIP treatment.

Some guests want personalised service in the tiniest detail, while others find it intrusive. Some seek luxury, while others wish for simplicity and nature. The key? Understanding your tribes and speaking their language.

Beyond Demographics: A New Way to Define Customers

For years, marketers have sliced their audience into traditional categories—age, location, and income level. But times have changed. To truly connect, we need to dig deeper into psychographics—what people value, what drives them, and what experiences they seek.

Take Amadeus’ Future Traveller Tribes 2030, which outlines six emerging groups of travellers:

• Obligation Meeters – When travelling for work or duty, efficiency is their priority.
• Ethical Travellers – Eco-conscious, seeking sustainability in every choice.
• Cultural Purists – Immersed in local traditions, avoiding tourist traps.
• Simplicity Searchers – Looking for ease, comfort, and stress-free experiences.
• Reward Hunters – Chasing luxury, indulgence, and VIP treatment.
• Social Capital Seekers – Travelling for the story, the Instagram moment, the bragging rights.

The Future of Marketing: Speak to the Right Tribe

It’s time to stop focusing on the product and start getting closer to the people. Instead of casting a wide net, brands that truly succeed will understand the specific desires, values, and expectations of their unique tribes.

So, if you want to make an impact, stop thinking bigger. Start thinking deeper. Find your tribe, speak their language, and build experiences that truly resonate. That’s not just clever marketing—that’s the future.