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UNIGLOBE Travel South Asia grows to 60 locations with the addition of a new agency in Hyderabad

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UNIGLOBE Focus Travel & Tours is the newest member of UNIGLOBE Travel South Asia.

Located in Hyderabad, the state capital of Telengana in southern India, UNIGLOBE Focus Travel & Tours has been in business since 2002. The agency offers a broad range of services including corporate and group travel management, visa services, and a network of personal travel managers serving clients across India.

“UNIGLOBE shares our company philosophy and helps us to bring more savings and choice to our clients through global fare technology and preferred group pricing,” says UNIGLOBE Focus Travel & Tours CEO Venkatesh Muthigi. “As well, I have known Regional President Ritika Modi and the leadership at UNIGLOBE for many years. They are highly trusted and knowledgeable in India markets and business travel trends.”

UNIGLOBE Travel South Asia now has offices in 29 cities in India. With the addition of UNIGLOBE Focus Tours and Travels, the region now has four locations serving clients in Hyderabad.

Says UNIGLOBE Travel International founder and Chief Executive U. Gary Charlwood, “All of us at UNIGLOBE congratulate Ritika and her team on reaching the 60 location milestone. It is our pleasure to welcome Venkatesh and his team to our global family.”

About UNIGLOBE
Working globally to serve clients locally across more than 60 countries, UNIGLOBE Travel leverages current technologies and preferred supplier pricing to save clients time and money on business and vacation travel planning. Since 1981, corporate and leisure travelers have depended on the UNIGLOBE Travel brand to deliver services that go beyond expectations. UNIGLOBE Travel was founded by U. Gary Charlwood, CEO and has its world headquarters in Vancouver, B.C., Canada. The annual system-wide sales volume is $5.0+ billion.

Media contact: media@uniglobe.com

UNIGLOBE Travel International welcomes new location in India

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UNIGLOBE Travel International has added to its global network in India with the addition of UNIGLOBE SilverSky Travel, based in New Delhi.

Agency directors and entrepreneurs Dinesh Chauhan and Sanjay Sharma gained experience in the travel industry before venturing out to start their own agency in 2015. UNIGLOBE SilverSky now has two locations, in Delhi and Chennai, serving primarily business travellers. The team also has a dedicated team of vacation travel experts.

UNIGLOBE Travel South Asia will formally welcome UNIGLOBE SilverSky at the region’s 14th annual conference, to be held August 23-25 in Mahabalipuram, Tamil Nadu. “Thanks to regional president Ritika Modi and her leadership team, India remains one of our strongest markets in South Asia and continues to attract top agencies. I am so pleased to welcome Dinesh and Sanjay to our growing family in the region,” says UNIGLOBE founder and CEO U. Gary Charlwood.

The UNIGLOBE Global Partner program is open to top-performing travel management companies in select markets. With the addition of this partner location, clients of UNIGLOBE Travel worldwide now have access to expertise from more than 50 UNIGLOBE locations across 27 cities in India.

About UNIGLOBE

Working globally to serve clients locally across more than 60 countries, UNIGLOBE Travel leverages current technologies and preferred supplier pricing to save clients time and money on business and vacation travel planning. Since 1981, corporate and leisure travelers have depended on the UNIGLOBE Travel brand to deliver services that go beyond expectations. UNIGLOBE Travel was founded by U. Gary Charlwood, CEO and has its world headquarters in Vancouver, B.C., Canada. Annual system-wide sales volume is $5.0+ billion.

Media Contact: media@uniglobe.com

29th International Book Fair opens in Abu Dhabi

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Abu Dhabi National Exhibition Center in the United Arab Emirates (UAE), is playing host to the 29th edition of Abu Dhabi International Book Fair that kicked off on Wednesday with more than 500,000 titles on display.

Deputy Prime Minister and Minister of Interior of the UAE Saif bin Zayed Al Nahyan inaugurated the event, according to the state-run WAM news agency.

He emphasized the importance of the fair in supporting the UAE’s status in the publishing industry, being one of the most important book fairs in the region that attracts Arab and international publishers.

Organised by the Department of Culture and Tourism of Abu Dhabi, the fair features more than 1,000 exhibitors from 50 countries.

Running until April 30, the fair also includes several daily events for visitors such as seminars, workshops, author signings and entertainment activities.

With India as the event’s guest of honour, at least 30 Indian publishing companies are taking part.

This year’s book fair also sees the introduction of three new interactive zones: the E-Zone, Comic Corner and the Entertainment Zone.

Each of the three zones features unique experiences for learning, innovation and entertainment.

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Swiss-Belhotel brings special offers to Arabian Travel Market

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Swiss-Belhotel International has created exciting packages for wholesalers and tour operators that will be launched at the Arabian Travel Market (ATM) taking place in Dubai from April 28 to May 1, 2019. Targeted at Middle East travelers, the group has put together a fabulous range of offers that will be available across its spectacular properties in New Zealand, Australia, the Philippines, and Indonesia.

Laurent A. Voivenel, Senior Vice President, Operations and Development for the Middle East, Africa and India, Swiss-Belhotel International, said: “We are delighted to announce the launch of these exclusive packages that have been designed to provide unique experiences along with greater benefits and value to our Middle East partners as well as customers. We have superb properties located in some of the most sought-after destinations that attract large number of travelers from our region. With the summer holiday season around the corner, ATM presents us the ideal opportunity to launch these. Moreover, this year we are very excited about the ATM Holiday Shopper that we believe is a great addition to the show.”

The Special Packages offer a diverse choice of experiences at unbeatable rates: These include the following:

  • Special Golf Packages in Indonesia at various destinations – Jakarta, Batam, Bandung, Bali, Tarakan, Belitung, Surabaya, Jayapura, and in Vietnam in Da Lat.
  • Discounted wholesale rates for hotels in New Zealand and for hotels in Australia.
  • Early Bird discounts in the busiest destination in Australia, the hotel in Sydney offers 15% discounts for booking within April with stays valid till August and 10% for bookings until August with stays valid all throughout the year.
  • In Philippines, book at Makati and get a free room upgrade; and when you book at Manila get to enjoy the amazing introductory offer including breakfast for two.

Visitors to ATM can find Swiss-Belhotel International on stand HC0825 located in Sheikh Saeed Arena in Dubai International Convention and Exhibition Centre.

eTN is a media partner for ATM.

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Indian travelers expected to spend $136 billion by 2021

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The Indian traveler has come of age, spending approximately $94 billion in 2018, on around 2 billion domestic and international trips, helping the Indian travel and tourism industry achieve unprecedented scale.

The momentum is expected to continue and the industry will grow at a 13 percent CAGR to $136 billion by 2021, according to a report, ‘How Does India Travel’. The report outlines how India spends on travel, the influence of online channels in their purchase journey and potential growth opportunities for travel businesses till 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing. The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travellers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalised marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorised each against their online research behavior:

Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.

Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.

Experience-oriented traveler: Around 70 percent of their bookings were done online and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.

Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.

Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

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Soap bars around the world get a new life from Red Lion Hotels

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Based on US market statistics, the combined hospitality segment produces close to 440 billion pounds of solid waste per year. A great amount of this waste is made up of discarded soap and bottled amenities. However, through Clean the World’s Hospitality Recycling Program, these life-saving hygiene products can skip the landfill and, instead, be sent to one of Clean the World’s five Recycling Operations Centers where the products are sanitized, fully recycled, and given a second-life to help those in need. It’s a win-win for the hospitality industry, helping to reduce waste and transform lives around the world.

In celebration of Earth Day, Clean the World, dedicated to WASH (WAter, Sanitation and Hygiene) and global sustainability, is joining forces with RLH Corporation to collect and recycle gently-used bars of soap and bottled amenities at Hotel RL locations nationwide to help fight the spread of preventable diseases while preserving our planet.

“We are excited to collaborate with Clean the World,” said RLH Corporation SVP of Brand Strategy Amanda Marcello. “At Hotel RL, we are focused on the modern-day traveler, with core hotel elements that allow guests to immerse themselves in local culture while maintaining their connection to the world. We are always searching for opportunities to better our planet, the communities we live in and those around the world. With Clean the World, we will now be able to make a significant improvement in reducing the amount of waste our hotels produce while benefiting communities worldwide by recycling our bath amenities.”

Together, this Earth Day, Clean the World and RLH Corporation are bringing awareness to sustainable practices within the travel and hospitality industry. Eight Hotel RL locations adopting the Hospitality Recycling Program this week will begin recycling all soap and bottled amenities from over 1,600 guestrooms. In just one year, the Hotel RL portfolio of hotels is projected to provide over 6,700 pounds of soap and bottled amenities to Clean the World, resulting in the creation of an estimated 23,000 bars of newly-recycled soap to be distributed to those in need locally and globally.

“We are thrilled to join forces with RLH Corporation this Earth Day to share the importance of implementing new, eco-friendly approaches to daily operations that benefit and help to preserve our planet,” said Shawn Seipler, founder and CEO of Clean the World. “By diverting leftover soap and bottled amenities from landfills, RLH Corporation will not only help Clean the World provide health and hygiene programs to children and families around the world, but also set a great example of CSR and sustainability throughout the hospitality industry, encouraging others to help make a difference.”

Through this joint venture, newly-recycled bars of Clean the World soap will make their way to shelters, food banks and disaster relief initiatives in the United States, in addition to supporting hygiene education internationally through Clean the World Foundation’s WASH Education programming. Our global programming, in places like India, Kenya and Tanzania, has contributed to a 60 percent decrease in the rate of hygiene-related deaths in children under 5, helping to keep children healthy and in school.

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Latest in the Sri Lanka wave of terror: Holy Sites must be respected

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The latest from Sri Lanka in regards to eight deadly terror attacks on Easter Sunday leaves 290 dead and more than 500 people injured.

Among the dead are also foreign tourists including 3 from India, 1 from Portugal, 2 from Turkey, 3 from the UK, and 2 with both a U.S. and U.K. citizenship
9 foreigners are missing, 25 unidentified bodies are also believed to be foreigners.

The German embassy is working on identifying possible German tourists among the victims.

Bombs explosions were reported yesterday in eight locations

  • Katuwapitiya Church
  • Kochikade Church
  • Church in Batticaloa
  • Shangri-La Hotel, Colombo
  • Cinnamon Grand hotel
  • Kingsbury Hotel, Colombo
  • Dehiwala
  • Dematagoda

An improvised explosive device (IED) was discovered in close proximity to the Bandaranaike International Airport in Colombo last night. The IED was successfully diffused and detonated by the members of the Sri Lanka Air Force.  The bomb was discovered along the Adiambalama road, in close proximity to the BIA hours before President Maithripala Sirisena returned to the country.

According to the Crime Division of the Sri Lanka Police (CCD) 13 individuals linked to the attack last night were arrested and 10 of them were later transferred into the custody for further investigations.

Officers of the Wellwatte police late last night managed to take into custody a van and a driver believed to have been used to transport the attackers. 24 people have been arrested thus far in relation to the incidents.

Schools and Universities remain closed, scheduled government examinations have been postponed. The Colombo Stock Exchange last night announced that they would not be open for trading until further notice.

The United States of America and the United Kingdom have issued travel advisories for Sri Lanka.

In the meantime, curfews and social media and instant message shut down are in effect in Sri Lanka.

Sri Lanka had planned to double tourist arrivals next year. This may be a big test to achieve such numbers.

The attacks that took place yesterday has also drawn international condemnation.

Here are some of their messages:

POPE FRANCIS

“I learned with sadness and pain of the news of the grave attacks, that precisely today, Easter, brought mourning and pain to churches and other places where people were gathered in Sri Lanka,” he told tens of thousands of people in St. Peter’s Square to hear his Easter Sunday message.

“I wish to express my affectionate closeness to the Christian community, hit while it was gathered in prayer, and to all the victims of such cruel violence.”

WORLD JEWISH CONGRESS PRESIDENT RONALD S. LAUDER

“World Jewry – in fact all civilized people – denounce this heinous outrage and appeal for zero tolerance of those who use terror to advance their objectives. This truly barbarous assault on peaceful worshippers on one of the holiest days in the Christian calendar serves as a painful reminder that the war against terror must be at the top of the international agenda and pursued relentlessly,” he said in a statement.

ARCHBISHOP OF CANTERBURY, JUSTIN WELBY, SPIRITUAL LEADER OF THE CHURCH OF ENGLAND

“The will to power leads to the murder of innocents in Sri Lanka. The utterly despicable destruction that on this holiest of days seeks to challenge the reality of the risen Christ. To say that darkness will conquer, that our choice is surrender or death. Jesus chose to defy this darkness and he is risen indeed.”

U.S. PRESIDENT DONALD TRUMP

“The United States offers heartfelt condolences to the great people of Sri Lanka. We stand ready to help!,” he tweeted.

INDIAN PRIME MINISTER NARENDRA MODI

“Strongly condemn the horrific blasts in Sri Lanka. There is no place for such barbarism in our region. India stands in solidarity with the people of Sri Lanka. My thoughts are with the bereaved families and prayers with the injured,” he said on Twitter.

PAKISTAN’S PRIME MINISTER IMRAN KHAN

“Strongly condemn the horrific terrorist attack in Sri Lanka on Easter Sunday resulting in precious lives lost and hundreds injured. My profound condolences go to our Sri Lankan brethren. Pakistan stands in complete solidarity with Sri Lanka in their hour of grief,” he tweeted.

RUSSIAN PRESIDENT VLADIMIR PUTIN

“Vladimir Putin expressed condolences to Sri Lanka President Maithripala Sirisena in connection with tragic consequences of terrorist acts,” his English Twitter account said.

GERMAN CHANCELLOR ANGELA MERKEL

“It is shocking that people who had gathered to celebrate Easter were the deliberate target of vicious attacks,” she wrote in a letter of condolence to Sri Lanka’s president.

FRENCH PRESIDENT EMMANUEL MACRON

“Deep sorrow following the terrorist attacks against churches and hotels in Sri Lanka. We firmly condemn these heinous acts. All our solidarity with the people of Sri Lanka and our thoughts go out to all victims’ relatives on this Easter Day,” he said on Twitter.

IRANIAN FOREIGN MINISTER MOHAMMAD JAVAD ZARIF

“Terribly saddened by terrorist attacks on Sri Lankan worshippers during Easter. Condolences to friendly govt & people of Sri Lanka. Our thoughts & prayers with the victims & their families. Terrorism is a global menace with no religion: it must be condemned & confronted globally,” he said on Twitter.

NEW ZEALAND PRIME MINISTER JACINDA ARDERN

“New Zealand condemns all acts of terrorism, and our resolve has only been strengthened by the attack on our soil on the 15th of March. To see an attack in Sri Lanka while people were in churches and at hotels is devastating,” she said in a written statement.

“New Zealand rejects all forms of extremism and stands for freedom of religion and the right to worship safely. Collectively we must find the will and the answers to end such violence.”

SRI LANKA EMBASSY

It was with horror and sadness we heard of the bombings in Sri Lanka costing the lives of so many people. We condemn the horrendous attacks targetting innocent civilians. Our sympathies go out to all the victims. Maldives stands in solidarity with people & Govt. of Sri Lanka.

TORONTO

The Toronto sign has been dimmed in solidarity with Sri Lanka following today’s tragic attacks. We join our Sri Lankan community and our Christian community in mourning those killed and pray for the recovery of those injured.

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India: Jet Airways’ demise leads to spike in airfares, massive hotel cancellations

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The abrupt shutdown of Jet Airways operations has left Indian tourism industry a worried lot as it has led to an average 25 percent spike in airfares across the sectors leading to massive hotel cancellations, says industry experts.

Some key sectors like Mumbai-Hyderabad, Mumbai-Delhi and Delhi-Mumbai have seen the fares flying by 62 percent, 52 percent and 49 percent, while the Bengaluru-Delhi sector has had the lowest impact with a 10 percent surge shortly before and soon after the grounding of Jet.

Financially struggling for months, Jet Airways decided to call it quits from Wednesday night, leaving 22,000 jobs at stake and inconveniencing lakhs of passengers both domestic as well as international as Jet was the single largest airline out of and into the country.

“The impact of grounding of Jet Airways is not only restricted to the airlines sector as tourism has taken a severe beating due to the massive surge in airfares during the peak demand season. The impact is unlikely to fade away anytime soon and may continue into the rest of the year,” Travel Agents Association of India (TAAI) president Sunil Kumar said Friday.

He said, both the domestic as well as international travel and related sectors are affected as travelers are cancelling their hotel bookings as airfares have surged by over 25 percent on average.

Leading tour operator Cox & Kings’ Karan Anand said the shuttering of Jet has upset the travel plans of many who have booked on Jet.

“This is the peak travel season and the airfares for the next 10-12 days are up by at least 25 percent as the capacity has fallen massively dissuading last minute travelers,” he added.

However, online travel aggregator Easemyyrip.com co- founder Nishant Pitti tried to downplay the impact saying airfares normally fluctuate as the aviation industry is always unpredictable.

“It is true that passengers are in panic now but going forward there will not be much impact as other airlines like Spicejet and Indigo are adding more planes into their fleet which will help balance demand-supply gap,” he said.

Train booking and discovery platform Confirmtkt cofounder Sripad Vaidya said due to the flight charges going up, there is a huge surge in people opting for trains and buses.

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Hard Rock International announces Hard Rock Hotel Bangalore

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With a portfolio spanning across 75 countries, including 27 unique hotel properties with 37 projects in different phases of development, Hard Rock International continues intensifying its international presence with the announcement of Hard Rock Hotel Bangalore, slated to open in Fall 2020. Joining Hard Rock Hotel Goa, the second Hard Rock Hotel in India will be located in the bustling city of Bangalore, known as the Silicon Valley of India.

“The city of Bangalore is full of culture and beauty and is the perfect location for our second property in India,” said Todd Hricko, senior vice president and head of global hotel development for Hard Rock International. “We are pleased to work with Convention Hotels India Private Limited who share in our vision, integrity and dedication to quality.”

Hard Rock Hotel Bangalore will feature Hard Rock’s signature musical design, highlighting the roots of the local culture with one-of-a-kind memorabilia placed throughout the 210-room hotel. The property, which will be licensed by Hard Rock International and managed by Convention Hotels India Private Limited, will also feature an array of signature brand offerings.

“We are so excited to be a part of bringing the Hard Rock brand to Bangalore,” said Prataap Wadhwa, managing director of Convention Hotels India Private Limited. “This project will provide an economically invigorating addition to the area, creating new jobs and catering to the IT professionals in the city.”

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How does India travel? Let us count the 94 billion ways

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Bain & Company and Google India are together launching a report on “How Does India Travel.” According to the report, the Indian traveler has come of age, spending approximately $94 billion in 2018 on around 2 billion domestic and international trips. This has helped the Indian travel and tourism industry achieve unprecedented scale, and the momentum is expected to continue with the industry growing at a 13 percent CAGR to $136 billion by 2021, according to a report.

Fueled by digital, Indian travelers are expected to spend an additional $24 billion on online travel bookings over the next 3 years. The report outlines how India spends on travel, the influence of online channels in their purchase journey, and potential growth opportunities for travel businesses until 2021.

Deep diving into the $136 billion spends, the report cites a 12 percent growth in transportation ($50 billion), 13 percent growth in lodging ($21 billion) and consumption, which includes spends on shopping, recreation and food, to grow at 13 percent ($65 billion) over the next three years. Additionally, as more people come online, smartphone penetration improves and use of digital payments goes up, the report estimates that Indian travelers will spend an additional $24 billion on online travel bookings over the next three years, a growth from 25 percent in 2018 to 35 percent in 2021.

Online is a significant source of research

Elucidating the planning journey of Indian travelers, both for business and leisure, the report calls out five phases of a customer journey – Interest, Research, Booking, Experience and Sharing.  The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travelers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 percent of travelers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 percent of customers book transport and lodging online, and over 50 percent share feedback online with social media being the dominant platform.

Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travelers; and existing travelers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalized marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.”

“There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses to address these concerns in order to effectively tap into the growing base of users.” Arpan Sheth, partner Bain & Company said.

Decoding the Indian travelers

The report further identified the five cohorts of travelers in India, across business and leisure travel, and categorized each against their online research behavior:

  • Frequent flyers: Nearly 70 percent of them booked online, cumulatively spent $17 billion in 2018. They make their choices based on convenience, availability, brand preference and past experiences.
  • Budget business traveler: 86 percent of them researched online whereas only 60 percent book online, cumulatively spent $20 billion in 2018. This cohort makes their decisions based on cost of travel, availability and consultation amongst their personal business network.
  • Experience-oriented traveler: Around 70 percent of their bookings were done online. and cumulatively spent $22 billion in 2018. They extensively research both online and offline for ‘authentic’ experiences and convenience of options; display high loyalty towards preferred brand of airlines or hotels and actively share experiences.
  • Budget group traveler: 90 percent researched online and 55 percent booked online, cumulatively spent $29 billion in 2018. They make multiple decision-makers in the process and take the final decisions based on minimal cost.
  • Occasional travel visiting friends/relatives: 92 percent researched online but only 60 percent booked online, spent $6 billion in 2018. They maximize family convenience within a budget and believe online terms and conditions are restrictive.

However, challenges remain in meeting the expectations of these travelers. Customers perceive online channels geared towards premium cohorts (frequent flyer and experience-oriented traveler), while mass cohorts, with $55 billion in spending, remain underpenetrated. There are about 160 million non-transacting active Internet users in India with only 5 percent of online travelers from Tier-2 or Tier-3 cities. There is a significant (20 percent) difference between the booking rates of premium cohorts and mass cohorts, the latter being also dissatisfied with online channels (~33 percent satisfied) vs. premium cohorts (~42 percent). The second challenge is in penetrating existing users who exhibit a marked distrust in use of online channels to make bookings, especially around payment and pricing terms and booking experience compared with offline channels. Consequently, their online usage drops between the research (>86 percent online influence) and booking phases (~40 percent offline bookings).

How travel businesses need to adapt to the needs of online consumers

The report cites five major shifts that marketers need to make to market to the online travelers – First, alleviate consumer concerns by improving the booking and payment experience to build a trusted brand and increase adoption. Second, they need to address the negative customer perception issues by mass customization to drive higher share in the segment. They also need to utilize consumer technology to penetrate mass segments (standardize, enable sharing), reach non-transactors (build offline presence), and create new user access.  Moreover, they need to find innovative and frugal ways to package the experience to increase both adoption and retention.  Finally, they need to create a robust digital backend to adapt to customer needs across the purchase journey.

“The contribution of travel and tourism’s spend in India has reached developed market levels, from 6.7percent of GDP in 2013 to 9.4 percent in 2018. This growth, combined with a rapidly growing internet user base and adoption of online bookings will lead to $24 billion in incremental revenues through online channels by 2021. In order to benefit from this trend, businesses need to actively increase new user adoption and increase penetration in the existing user base across the purchase journey.” Joydeep Bhattacharya, partner Bain & Company said.

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