Experiences over holidays

The Indian outbound traveller is not just looking for a holiday, but for an experience by taking shorter and frequent breaks through the year. Lubaina Sheerazi, COO, Blue Square Consultants, shares her views.

TT Bureau

Q. Has the surge in appeal for foreign holidays among Indians changed the way other countries are looking at India as a source market?

Absolutely, this desire has been recognised by countries across the globe. From customising holiday packages to holding promotional events, simplified visa application processes to roping in Bollywood celebrities, international tourism boards are leaving no stone unturned to attract Indians.

We are also seeing a host of tourism boards of lesser-known countries setting up office in India or making a presence at important trade shows and exhibitions. This shows that India is a booming market with the potential to draw millions of outbound tourists. The recent addition to our portfolio is also an indication of this change; Palladium Hotel Group’s finest hotels in Spain, as well as Australia And Beyond Holidays, have now chosen us to represent them in India.

Q. Have you seen an evolution in the kind of products Indians are opting for?

Indians are not just looking for a holiday but for an experience. They prefer taking shorter and more frequent breaks through the year – sometimes even up to three to four times a year. When it comes to preference for stay, Indians opt for accommodation that provides the best amenities, service and accessibility to things to do in and around the property. However, there is a segment of travellers that is looking at offbeat experiences and plan itineraries to include activities like hiking trails, castle-hopping, cultural festivities, glamorous camping, culinary tours, cruising, voluntary tourism and more.

Q. Have the markets for such attractions in India changed?

The shift in consumption has transformed the marketing strategy for tourism boards to include a focus on endorsing experiences that are not run-of-the-mill. Moreover, the outbound market is growing progressively and a large part of it is also driven from Tier II and Tier III cities. Cities like Ahmedabad, Nashik, Nagpur, Lucknow, Surat, Amritsar and Kochi offer huge scope in the travel ecosystem with consumers from these cities opting for a mix of offbeat destinations. We have witnessed a surge in bookings for destinations like Oman, Seychelles and Iceland from these markets.

Q. Have you seen a shift in traveller profile?

Emergence of low-cost carriers, increase in flight frequency and higher disposable incomes have encouraged travel more than ever before. Online accessibility and hassle-free bookings also act as a catalyst, influencing first-time travellers to explore international shores. Women-only groups and solo travellers are on the rise. Furthermore, Indians are seeking niche experiences and set out on biking trips, nature-driven camps and adventure expeditions to remote places. Keeping in mind the constantly evolving trends, the travel industry in India are looking to curate personalised travel alternatives for specific interests and varied demographics.

Niche Experience

• Self-drives, extensive road trips and experiential accommodation are catching on in India. Music tourism and responsible tourism are also on the rise