Brands must reimagine

Marketing one’s brand is key to assure faster recovery. With |multiple destinations now open for access, the fight for a market share is more aggressive.

Hazel Jain

Outbound travel has witnessed a dramatic change in the last few years, especially with the onset of the pandemic. However, the situation is progressively changing, with an uptick in outbound travel. To take advantage of this, brands need to begin by reimagining the landscape, whether it is competition or the consumer base, feels Lubaina Sheerazi, CEO & Co-founder, BRANDit. “Although the travel sector is cutting corners to pull through the dilemma, marketing one’s brand is key to assure faster recovery. With multiple destinations now open for access, the fight for a market share is more aggressive. In such a case, a uniform approach to enter new markets is passé. Repackaging the product to suit consumer needs in the new normal or offer new products to lure consumers will ensure a consistent growth. Apart from direct marketing, tools deployed to ensure security and flexibility of planning are vital to gain assurance. Prompt communication and service will take a brand a long way,” she said.

She already sees improvement in outbound numbers from India. “There is now a shift in approach to the pandemic, as the world starts to accept and adapt. Tour operators and travel agents have their hands full at the moment with the surge in enquiries and bookings,” Sheerazi added. As for destinations, though countries are open with minimal restrictions, vast majority of travellers will continue to choose locations that are in close proximity to India. “Slow travel and micro-vacations have reinforced enjoying the journey as much as the destination. Having said that, those seeking a particular experience will push their boundaries to explore far-out countries as well. As for travel products, Indians will opt for experiences that are immersive, coupled with the demand for offbeat itineraries that are relatively unexplored.