TravTalk India Online Magazine
How important will market research be going forward given that markets will be much more volatile in the aftermath of the pandemic? TRAVTALK speaks to six stakeholders about the importance of research and customer surveys when it comes to tweak their strategy. They have some interesting insights to share…
Sammy Yahia, Director of Tourism (India & Philippines), Israel Tourism
Market research will be a key tool that will help us understand the changes in the behaviours of travellers as well as help us plan better and predict trends. Travel agents and operators who are constantly in touch with their clients have a better understanding of the needs as well as concerns of their clients. Our partners in the airline industry have also given us insight to the changes in demands as well as their expectations that they have seen from their clients.
Neliswa Nkani, Hub Head – MEISEA, South African Tourism
It will be crucial to keep our ears to the ground, especially within a market as dynamic as India where packages and promotions for each region will need to be customised and rolled-out depending on the status of vaccinations and the pandemic. Different regions will open up at different times, and each traveller set will demand unique considerations. We have been engaging with consumers, CEOs and MICE leaders to understand consumer travel sentiment first-hand.
GB Srithar, Regional Director (India, ME and South Asia), Singapore Tourism Board
The pandemic continues to alter consumer behaviour and re-shape travel trends. Credible surveys and consumer studies substantiated by proper fieldwork, are key in learning the changing consumer landscape in India,
including new trends and emerging spending patterns. For example, STB seeks to better understand and attract new segments such as passion-niche travellers, wedding groups, and those seeking holistic living and wellness experiences.
Sunil Menon, Country Manager – India, Tourism Fiji
Post COVID-19 market research will not only depend on historical data but will also include an in-depth understanding of the individual markets. It becomes more critical today to recognise the manner in which information is delivered and consumed. Quality market research will help to keep our eyes on the larger picture, which would then facilitate us to find new market niches along with potential new products and services. We are sure to see a transformation.
Misha Gambetta, Director – India, Switzerland Tourism
Market research is going to be a very important tool for us to be able to cater to the customers’ post-pandemic demands. Since travel is going to be very different in terms of what travellers will look for, their comfort levels, accommodation needs as well as their health and safety requirements, we will need to be one step ahead to be able to cater to their requirements. One big change that we have seen already is that travellers are looking for a more responsible way to travel.
Chetan KapoorM Co-Founder & CSO, Videc
The fundamentals of research and data have shaken since the pandemic. Companies can no longer rely on historical trends to predict future growth. Rather, companies now require to monitor real-time trends more than ever. Be it passenger traffic, traveller behaviour, operational routes and destinations – every bit of the travel industry has been upended, and things are only going to get more complex in the short-term.
Inputs by Hazel Jain
