Trust is key to business recovery

Trust levels in travel suppliers and travel agencies in India will directly influence the speed and significance of the local travel industry’s recovery, according to a new independent research commissioned by Travelport. The research also reveals three key areas that travellers in the country say have the biggest influence over their trust.

The study of 11,000 travellers across 10 countries, including 2,000 in India, was conducted by Edelman Data & Intelligence (DxI). It uncovered clear evidence that in India, trust directly influences traveller purchasing behaviour. Due to COVID-19, for example, half (50%, versus a global average of 46%) of travellers in the country said they prioritise trust over all other factors when choosing a travel supplier (such as an airline) – one of the highest proportions amongst the countries studied. Many travellers in India also stated, when trust is in place, they will consider purchasing multiple travel-related items (47%), upgrading their package (47%), or buying non-travel-related items such as credit cards (42%). The three key trust-building areas are COVID-19 health & safety, price transparency, and information credibility.