Travel tribes can also be recognized by those distinctive details that remain out of the spotlight—just like the B-side of a vinyl record, known by heart only to the most devoted fans.
This is the personal interpretation of Offbeat Tribes as proposed by Elena Ciurli, a verbal identity strategist and copywriter, who was among the participants in the BTO 2026 Social Media LAB.
That is one of the reasons this workshop was created: to offer young communications professionals a space where they can experiment with different forms of expression, develop original ideas, and propose unconventional perspectives.
Elena’s article is one of the outcomes of this process: a creative interpretation of the BTO theme, inspired by the Amadeus Traveler Tribes 2033 report and translates into a concrete initiative, developed with the team’s involvement: B-Side, the BTO 2026 Tribes Playlist.
Sometimes a journey begins with a passion, not with choosing a destination. Someone who sets out to follow their favorite band, for example, chooses the concert first and then looks for a place to stay. That’s where I started reading *Offbeat Tribes*: with the desire to find people with whom to share what ignites us.
The latest international research highlights the growing importance of interest-driven travel, in which the motivation often determines the choice of destination, rather than the other way around. From set-jetting—trips inspired by movies and TV shows (Expedia)—to fan voyages tied to sporting events; from “romantasy” retreats in locations evoked by fantasy literature (Booking.com) to “fork-first” travel, where food and wine guide the choice of trip (Trip.com). These are different expressions of the same trend: people are increasingly traveling to pursue a passion, have an experience, and share it with like-minded individuals.
B-Side, the soundtrack of the tribes of BTO 2026
What if every tribe had its own soundtrack?
This question gave rise to B-Side | The Beat of Passions, the collaborative playlist created by the BTO 2026 tribes.
The process is simple: choose the tribe that best reflects who you are from the four options, and pick the song that represents you. The song is your “B-side”: it tells the story of a passion, a way of experiencing travel, or a connection to the people or experiences you’re seeking.
You don’t need to pick a hit song—what matters is what that song means to you.
The call for submissions began on October 16 and has already garnered numerous tracks. The first submissions are shaping a playlist that, track by track, tells the story of the passions of those eager to take on the challenge.
Four tribes, four ways to travel
B-Side draws inspiration from “Traveler Tribes 2033,” an international study conducted by Amadeus in collaboration with Northstar Research Partners. The report identifies four traveler profiles, distinguished primarily by their attitudes, expectations, and motivations.
1. The Pioneers (Pioneering Pathfinders) are on the lookout for their next adventure, but they set out with a plan and assess the risks. For them, sustainability must translate into concrete choices and results.
2. Excited Experientialists follow their instincts and love the unexpected: for them, even their accommodations can become part of the adventure.
3. Memory Makers travel to discover places and bring home experiences. For them, what matters most is who they share the journey with: people come before technology.
4. Tech-savvy travelers (Travel Tech-fluencers) seek innovation and a seamless digital experience. Technology is part of the travel experience, and sustainability remains a key driver.
The four tribes identified by Amadeus thus become the starting point for a free, creative interpretation developed at BTO’s Social Media LAB: using music to express passions, identities, and different ways of experiencing travel. A simple and personal way to express one’s sense of belonging to a tribe.
Want to join in? Comment directly on the Instagram post: tell us which tribe you identify with and which song you’d choose to represent it. If you’d like, you can also explain why you chose that particular song and what it means to you.
I’ll go first. I’m a collector of memories, and I chose “Everlong” by the Foo Fighters because, for me, travel is a journey of discovery with the people I love: no matter the destination, if I can share the journey with them, I feel exactly where I want to be.
A little spoiler: In our “Italian bubble,” for now, the “Collectors of Memories” and the “Seekers of Emotions” dominate, and the sound is pretty rock-oriented. In B-Side Songs such as the following have already been included: “The Passenger” by Iggy Pop, “Californication” by the Red Hot Chili Peppers, “Should I Stay or Should I Go” by The Clash and the Italian gem “Lacio Drom” by Litfiba.
The playlist will be released after November 5, in time for BTO, and we’ll share it on our social media channels.
We’ll find out about the others soon!
This article was written by Elena Ciurli, a verbal identity strategist and copywriter for lodging facilities and tourism brands, and a member of the BTO 2026 Social Media LAB.
See you at BTO 2026, on November 10 and 11 at the Stazione Leopolda in Florence. Choose here the ticket that’s right for you.
