Travel trends from key markets

It has become imperative for inbound players to now make informed decisions before promoting India to the rest of  the world and ensure that they channelise resources into a rapier pointed marketing plan. Experts from India’s key source markets share key travel behaviours.

US MARKET

Keen on new destinations and tourism products

Focusing on the inbound traffic from India’s biggest source markets, Alan Merschen, Partner (International Insights) at MMGY Global and Chairperson, Travel Consul, says, “Americans are likely to consider new hotels – another strong indicator of an openess that we haven’t seen before. Over 90 per cent will investigate new destinations. The important thing to remember is this will probably be through consumers making the requests.”

UK MARKET

Fewer but longer holidays, for which India is ideal

Amanda Hills, Founder and CEO, Hills Balfour, says that UK travellers will be looking to travel for a longer time to reduce the risk of travelling. “What India offers really matches what UK is looking for. Travel is in our DNA and annual holidays are sacrosanct to us. Many of us will prioritise travel and we anticipate huge growth in travel movement to places like India. About 64 per cent of all UK travellers that we recently surveyed have said that those who expect to travel will expect to travel the same amount in the future,” she adds.

ITALIAN MARKET

Italians are preferring back-to-nature activities

Massimo Tocchetti, President of marketing and communications agency AIGO, says, “As the fourth-largest European market for India, Italians are preferring back-to-nature activities and luxury products. The North of Italy accounts for 65% of total travel expenditure, with Lombardy having the highest spending, followed by Lazio and Emilia Romagna. This is the time for India to reinvent not just as a destination but also the time for it to reinvent its relationships.”

GERMAN MARKET

Germans want to travel abroad despite the virus

The reputation of Germany as the nation with the world’s keenest travellers is still intact, according to a survey on travel in times of corona conducted by IPK International and ITB Berlin. Interest among Germans in outbound travel is above average with over 80% still wanting to travel this year, but travel types and destinations vary greatly. Improving their perceived safety in destinations has top priority.

Inputs by Hazel Jain