By Blake Ng — 9 Jun 2017
This article has been extracted from ‘Get India Ready’ ebook, made in collaboration with Tourism Australia. To download the whole ebook, click here.
In part 2 of the 3-chapter series of ‘Get India Ready’ for tour and activity operators, you will discover all the essential information about an Indian traveler: the profiles of Indian travelers, their traveling behaviors, booking patterns, and what they are looking for.
1: Introduction to India Outbound Market2: An Analysis of the Target Customers: Indian Travelers Profiled3: How To Deliver Quality Service and Provide Top-Notch Experience for the Indian Traveler
Australia is a highly aspirational destination for Indian travelers, with visiting Australia’s beaches and iconic landmarks high on their list. Associations with Australia are strongest for its natural landscapes and wildlife. The country is perceived to have a range of experiences on offer, both adventurous and family-friendly.
As an integral part of the India 2020 Strategic Plan, understanding the needs and wants of these consumers and sharing these insights is a vital foundation for tour and activity providers who wish to refine their marketing activities to target this booming market.
There are different sets of Indian travelers that tour and activity providers can target. Specifically, these travelers include:
The Indian travelers prefer traveling in four unique ways:
For the average Indian traveler, there are many ways that they engage when researching and booking a holiday. Usually, overseas holidays are planned with the immediate family, with ‘feeling comfortable and safe’ is the most important factor in their destination choice. Most of the planning starts two to six months before traveling where it is done in person with travel agents and online services.
For long-haul destinations, bookings are predominantly made with a trusted travel agent. For the short-haul and familiar destinations, bookings are increasingly made through online channels, particularly for airfares and accommodation. Even if travel agents, are used, most consumers will do some independent research to verify what the agent is telling them. Travel agents are commonly used to arrange and obtain visas.
There are many factors that can influence the Indian traveler’s decision-making. Most predominantly, recommendations from family and friends who have visited or who live in Australia play the most influential role as they are seen as trusted information sources. Travel agents and tour operators are consulted for information on where to holiday and are important when planning and booking.
Other sources include travel-specific information on the Internet, online social networking sites such as Facebook, destinations featured on TV and films and marketing messages from news and media.
For a long-haul trip (such as Australia), a holiday of up to 10 days includes times to destress and spend time with family. The latter are key motivators for leisure travel and the main consideration when designing their holidays. They like to visit beaches and famous landmarks like the Opera House.
The most important factors that they want from traveling are safety and security as they perceive Australia to be generally safe for tourists and families, as well as value for money when partaking in activities, tours, and attractions.
Once gaining knowledge of an Indian traveler profile, tour and activity providers can strategically narrow their service offerings to suit the needs of the Indian traveler to ultimately heighten their tourism experiences.
With the wide range of Indian travelers that embark on various travel adventures every year, there are various groups of travelers that seek different adventures. A report published by Pick Your Trail identified 5 different emerging holiday destinations for Indian travelers.
Seychelles has recently become a popular destination for Indian travelers seeking a beach holiday. In 2015, Seychelles saw over 8000 Indian tourists visit the country, however, that figure has increased by more than 40% in recent years. Better yet, Seychelles provides heaps of benefits for Indian travelers to choose to travel there.
These benefits include:
With the benefits listed above and the beautiful tropic beaches and resorts the country has to offer, Seychelles has become an Indian traveler’s dream for a stress-free getaway.
According to an Australian tourism report, Indian travelers come to Australia to experience its breathtaking beaches, iconic landmarks, unique wildlife, food & wine, and exquisite nature. These top 5 things are mainly the reason why 11.8% of yearly international arrivals in Australia are Indian travelers.
Australia is a popular holiday destination for Indian travelers due to:
Indian travelers are ranked 8th for South Africa’s international arrivals. With it’s endless options in tours and activities, famous wildlife, and affordable accommodation, it’s no wonder a lot of Indian travelers are flocking to South Africa.
Many Indian travelers choose to travel to South Africa for its:
In 2016, Tourism New Zealand appointed Bollywood actor, Sidharth Malhotra as its tourism ambassador for India. They invited him to the country for a 10-day trip where he explored and learned the Maori culture along with visiting famous New Zealand landmarks.
Since then, Indian travelers have had their eye on New Zealand as one of their preferred holiday destinations.
With the gaining popularity of TV shows such as Game of Thrones which was set mostly in Dubrovnik, Croatia, many Indian travelers have started to show a greater interest in Eastern European countries such as Croatia, Slovenia, Poland, and Hungary. These countries are a massive hotspot when it comes to culture and scenic landscapes.
Countries such as Prague and Austria offer a beautiful medieval-esque ambiance where travelers can immerse themselves in their favorite Hollywood movies. On top of that, Eastern European countries are known for their food and beers that many Indian travelers love.
4 reasons why Indian travelers are choosing to travel to Eastern Europe:
To be continued…
Next Chapter: How To Deliver Quality Service and Provide Top-Notch Experience for the Indian Traveler.
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