As the travel industry eagerly anticipates the dawn of the New Year and steps into 2024, key industry players Thomas Cook India and SOTC Travel have shared insights from their leaders, offering a comprehensive overview of the diverse travel preferences that will shape the journeys of Indian travellers this year.
In an overview on emerging travel trends and expectations, Rajeev Kale, President & Country Head of Holidays, MICE, Visa at Thomas Cook (India) Limited, and Daniel D’Souza, President & Country Head – Holidays at SOTC Travel share their thoughts anticipating a sustained surge in demand from the dynamic Indian market.
Event-based Travel on the Rise
Thomas Cook India anticipates a surge in event-based travel in 2024, driven by the enthusiasm of millennials, young professionals, and Gen Z. The focus on live concerts, events, and cultural immersion reflects a desire for dynamic and culturally rich journeys. This trend is expected to persist and evolve, shaping the choices of contemporary Indian travellers.
Sleep Tourism and Wellness Retreats
Kale feels that young Indians are moving away from traditional sightseeing holidays towards more relaxed vacations. Trends like sleep tourism, encompassing activities like yoga, swimming, and spa wellness therapy, are gaining popularity. Destinations like Goa, Coorg, and Puducherry are experiencing a surge in demand for accommodations offering sleep-centric amenities.
Personalised and Curated Travel
There is a growing demand for fully customisable private holidays, especially among discerning travellers. High Net Worth Individuals (HNIs), multigenerational families, ad-hoc groups of friends, and honeymooners/couples are seeking exclusive and tailored travel adventures. This trend caters to those looking for premium, experience-led travel.
Visa-Friendly Destinations
Recent announcements of free visa travel to countries like Thailand, Vietnam, Malaysia, and Kenya are expected to ignite interest among Indian travelers. According to Kale, accessibility of easy-visa and visa-on-arrival options contributes to the growing appeal for hassle-free international travel.
Top Destinations Overview
Australia, New Zealand, France, Switzerland, Spain, Portugal, Hungary, and Finland are anticipated to be top choices for long-haul journeys. Shorter getaways are likely to favor bustling locations such as Singapore, Malaysia, the Maldives, Dubai, Abu Dhabi, Thailand, Indonesia, Saudi Arabia, Ras Al Khaimah, Oman, Hong Kong, Vietnam, and Bhutan. Mid-way destinations like South Korea, Japan, and Turkey also offer compelling options.
Another big opportunity we see in the coming year is Event tourism. We definitely expect a surge in travel for concerts or even sport events. Specially the new generation are more than keen in taking out time and spend big money to travel for big events. Specially after covid, people have realized the importance of enjoying life and curating golden moments. They are now, definitely more than happy to spend their money in creating experiences.
Sustained Trends
According to D’Souza, travel trends in India continue to evolve with a growing appetite for unique and offbeat destinations like Meghalaya, Ziro, Gokarna, Halebidu, and Tawang. Adventure tourism is also on the rise, with places like Rishikesh, Manali, Goa, and Auli catering to the demand for trekking, wildlife safaris, and adrenaline-pumping activities. Sports enthusiasts continue to travel globally to witness major sporting events, tournaments, and championships. Festivals are also a major draw for travellers, with cultural celebrations offering immersive experiences in diverse traditions. The interest in luxury travel experiences persists, with a focus on exclusive accommodations, personalised services, and opulent amenities. Culinary exploration remains a key trend, with travellers keen on discovering local cuisines, street food, and culinary traditions. Cruises continue to be a popular choice, offering luxury, entertainment, and the chance to explore multiple destinations.
Newer Trends
D’Souza also shed light on various, exciting travel trends emerging in recent years. One such trend is Astro Tourism, which offers experiences centered around stargazing and astronomical wonders. Another trend is Travel During Shoulder Season, which involves embracing off-season travel for a serene and economical exploration of destinations. For those with fast-paced lifestyles, Instant Holidays is a popular trend that involves spontaneous bookings with short planning windows.
Skip-Gen Travel is another trend that has been gaining popularity where grandparents create travel memories with their grandchildren, fostering intergenerational bonds. Plan-Free Travel is another trend that emphasises spontaneity and flexibility, allowing on-the-go decision-making.
Lastly, Religious Tourism is a trend that has always been popular where people embark on spiritual journeys to sacred destinations such as Vaishno Devi Temple, Vrindavan, Rameshwaram, Shirdi, Hemkund Sahib, Jagannath Temple, and the Golden Temple.
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With travel in India now exceeding pre-pandemic levels, travellers in this market have been exploring not just the country, but destinations worldwide. From beach holidays and wildlife tours to wellness retreats, vacationers are cutting back on non-essential retail purchases or foregoing content streaming subscriptions to fund their travels. Recent reports by the Directorate General of Civil Aviation (DGCA) indicate that domestic air traffic in the first six months of 2023 grew by 33 per cent as compared with the same period in 2022, and within the initial four months of the year, the number of Indians who travelled to foreign countries was almost 8.5 million.
The evolving preferences of the new-Gen traveller
The pandemic and the digital acceleration have brought along a dramatic shift in the expectations of travellers. These travellers, consumers themselves of course, are placing greater emphasis on seamless, personalised experiences that add value to their lives. In a recent consumer insights report titled ‘The New Rules of Engagement: Customer Expectations Revealed’, consumers in India have shared that experiential offerings such as airport lounge access, VIP privileges, sustainability rewards, and even charitable donations are rewards that appeal to them. They are also willing to pay a premium for travel experiences, such as access to airport lounge access, upgraded seats, and direct flights.
Without proper preparation, international travel can easily become stressful. From choosing your destination to understanding visa requirements, calculating costs (including those for your visa), and considering processing timelines, with thorough planning and meticulous attention to details, you can remarkably enrich your travel experience. A quick guide to ensure a seamless and stress-free international travel experience.
When Millennial and Gen Z traveller data was zoned in on, unique desires and expectations when it comes to travel adventures can be unearthed. This group of younger travellers are keen to immerse themselves in a country’s culture, savour local delicacies, and engage in unique activities that will create lasting memories. They are drawn to places that provide a mix of adventure and cultural enrichment, as well as experiences that are sustainable and eco-friendly. The changing landscape of airport experiences
Building upon consumer expectations and their preference for experiences over products, airports are shifting from being viewed as mere transit hubs and instead are evolving to become destinations in themselves. This remarkable transformation is also evident in India. Acknowledging that travellers’ preferences have transformed, operators across the country are taking efforts to ensure that passengers enjoy a seamless and comfortable end-to-end travel experience, to include:
Smoother travel experiences: Airports are now investing in new technologies and procedures in their operations. While services like self-service baggage drop-off, contactless check-in, faster immigration, and security procedures make it an easier experience; mobile apps now provide real-time updates on flight information, security waiting times, and gate changes – all of which help ease navigation and encourage a seamless airport experience.
F&B, shopping, and wellness alternatives: With research revealing that travellers are also keen to explore travel experiences beyond airport lounges, airports are broadening their offerings to help travellers unwind before and after their journeys. Today, travellers can experience exquisite culinary experiences, shop at duty-free retail outlets, and even relax at spa and wellness centres before they start their journey.
The inaugural report on “How India Travels”, launched by Booking.com, revealed that Indian travellers are anticipated to be the fourth-largest global travel spenders by 2030. At the launch of the report in Delhi, Laura Houldsworth, Managing Director, and Vice President for Asia Pacific at Booking.com shed light on the travel industry’s resurgence and how Indian travellers are fuelling remarkable growth.
Heightened cultural experiences: For the discerning traveller, there is a world of cultural experiences available within airports. Art exhibits and installations, cultural performances and even movies are a few of the many cultural and entertainment activities that are offered today to enrich the traveller’s experience within the airport.
Sustainability initiatives: With travellers being more conscious of their carbon footprint, airports have also embarked on sustainability initiatives; with many exploring the use of renewable energy sources, the reduction of single-use plastics, sourcing produce from local markets, and adopting greener infrastructure.
Opening new opportunities with the return of travel
With India expected to become the third-largest air passenger market worldwide by 2030, surpassing countries like the United States and China, the Indian Government is actively working towards transforming the airport network with a plan to build 230-240 new airports across the country by 2030. Such developments – coupled with the return to travel for Indian consumers – make this an exciting time of growth for the country.
Furthermore, the heightened focus that consumers today place on travel experiences opens new opportunities for brands (particularly those in the financial services sector) and the travel industry alike to deepen their engagement with their most valued customers. This is an opportune time for brands to enhance their customer value propositions by incorporating travel-related benefits and rewards in the experiences they provide – experiences that their consumers increasingly desire and are best suited to their lifestyles and aspirations.
As the travel industry gains strength and evolves to be in a strong position to meet the ever-changing needs of modern travellers, a bright future awaits.
The author is Country Director, India and South Asia, Collinson
DISCLAIMER: The views expressed are solely of the author and ETTravelWorld.com does not necessarily subscribe to it. ETTravelWorld.com shall not be responsible for any damage caused to any person/organisation directly or indirectly.
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