For Immediate Release | Official News Wire for the Travel Industry

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Jamaica’s Tourism Ministry to Forge Partnerships with Argentina

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Jamaica’s Tourism Minister, Hon. Edmund Bartlett, says his Ministry is in talks with the Argentine Republic to forge partnerships in areas such as education, destination marketing, and resilience building.

The Minister made this announcement during a courtesy call to his New Kingston office by the Argentine Ambassador to Jamaica, His Excellency Luis Del Solar on October 29, 2019.

“The first area of collaboration we are interested in forging is in human capital development for our tourism workers. Therefore, the Jamaica Centre of Tourism Innovation will seek to collaborate with a university in Buenos Aires on a conversational Spanish curriculum for tourism workers. This will ensure that the average worker can become conversant in the language,” said the Minister.

He noted that this is against the background of the expected increase in visitors to the island from the South American market because of additional airlift from the region beginning in December.

LATAM Airlines will inaugurate three weekly flights from Peru and other South American countries to Montego Bay. This is in addition to 11 flights now offered by Copa Airlines out of Panama, to bring the total weekly flights between South America and Jamaica to 14.

“LATAM Airlines, flying out of Peru, will be making connections from several gateways in South America countries, including Argentina which is the largest partner in South America for Jamaica, providing some 5,000 visitors annually,” he said.

Ambassador Del Solar expressed interest in learning more about strategies used by the Jamaica Tourist Board to market the destination.

“We are very interested in sharing experiences with marketing the country as a tourism destination. I think the marketing of Jamaica is very interesting and I think there are a lot of possibilities to exchange of experiences,” said Del Solar.

“To be honest, you have been able to protect the image of the country with many positive things. We need to learn how to do it better. We have a strong industry but we could do much more,” he continued.

During the discussions, the Minister and Ambassador Del Solar also explored corporation in the area of resilience and the possibility of setting up a satellite of the Global Tourism Resilience and Crisis Management Centre (GTRMC) in Buenos Aires.

The satellite center will focus on regional issues and will share information in nanoTime with the GTRCMC. It will also function as a think tank to develop possible solutions.

The GTRCMC, which was first announced in 2017, assists in destination preparedness, management and recovery from disruptions and/or crises that affect tourism and threaten economies and livelihoods globally. There are plans also to establish satellite centers in Kenya Morocco, South Africa, Nigeria, and Seychelles.

MEDIA CONTACT: Jamaica Ministry of Tourism, Corporate Communications, 64 Knutsford Boulevard, Kingston 5, Tel: 920-4926-30, Fax: 920-4944

Tourism Minister to participate in Fourth Jamaica Travel Market in London

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Jamaica Tourism Minister Hon. Edmund Bartlett departed the island yesterday to participate in the Jamaica Travel Market (JTM) at the Sopwell House, London. 

The JTM is being organised by the Jamaica Tourist Board (JTB) for the fourth time, to showcase Jamaica as a premiere destination. It provides the ideal Business-to-Business platform for British tour operators and agents, primarily, to meet with Jamaican suppliers and partners directly.

“We are very excited about this event and the entire industry joins us on this activity where we are able to meet with tour operators, travel agents, airlines and all other partners who constitute a particular strength of the market outside of Jamaica,” said Minister Bartlett.

The JTM will take place from September 25-27 ahead of the World Travel Market (WTM), which is also a major promotional platform for the Jamaica Tourist Board (JTB).

“Jamaica is probably one of the few countries that has taken the steps to have its own travel market outside its country and we try to do it ahead of the biggest travel market in the world. It is an opportunity for Jamaican suppliers to conclude or sign contracts so that when they get to the world travel market, they would have already completed most of their business,” Minister Bartlett said.

The World Travel Market is a major tourism tradeshow that introduces global travel buyers to over 5,000 of the biggest destinations and brands in the world. This year it will feature 11 Jamaican companies, creating the ideal opportunity to meet industry professionals and conduct business deals.

Through its industry networks, the WTM also creates personal and business opportunities while also providing customers with quality contacts, content and communities.

While in London, the Minister and his delegation will take the opportunity to negotiate and finalize the JTB’s UK marketing arrangements, given the likely impact of Brexit on the value of the UK Pound and resultant affordability of travel. 

The Minister will also have discussions with the JTB and key partners about any further implications to the market as a result of the sudden collapse of British travel company Thomas Cook. 

“This travel market event is timely, because it coincides with a disruption that has just happened.  The second largest tour operator and distributor in the tourism industry, Thomas Cook folded a few days ago. The effects of which is devastating to several tourism dependent countries,” said the Minister.

He added: “We know that potentially Jamaica will potentially be affected, to the tune of US$10 million because of the fall-out of approximately 11 million passengers. The good news is that we are moving to cauterise this through arrangements with our partners and the proactive approach that we have utilised to ensure that the fallout to our market will be minimised.

“When we come back from the Jamaica Travel Market, we will be able to give a fuller report in terms of the extent to which we will be able to cover ourselves and protect our market.”

Minister Bartlett is accompanied by Mr. Donovan White, Director of Tourism, and will return to the island on September 30, 2019.

MEDIA CONTACT: Corporate Communications, Ministry of Tourism, 64 Knutsford Boulevard, Kingston 5., Tel: 920-4926-30, Fax: 920-4944

Christophe Berger Named Director of Conventions Malta

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Christophe Berger, newly appointed Director of Conventions Malta, brings with him extensive experience in the Hospitality and M.I.C.E. market sectors. As Malta’s tourism has been on a tremendous growth path, especially from the North American market, it is also gaining considerable momentum as a popular M.I.C.E. market destination.

According to Berger, “Malta’s tourism industry has enjoyed great success in recent years, and Malta is now striving to boost this success even further by expanding the international appeal of its incomparable M.I.C.E. product, with spectacular settings at competitive prices.”

Malta, with its 7000 years of history and steeped in historic event venues, is a M.I.C.E. planner’s paradise. This Mediterranean archipelago offers a diverse number of magnificent castles, palazzos and forts to choose from. Other unique settings include theme parks, village squares, luxury yachts and exclusive sea-front facilities.
Malta’s multitude of conference hotels or venues can accommodate any size event. This includes the iconic 16th century building, once considered the most advanced hospital in Europe, which is now the state-of-the-art Mediterranean Conference Center.

Berger noted that what adds to the “wow” factor for the M.I.C.E market, and tourism in general, is that “Malta has become one of Europe’s most popular film and television locations – dubbed the Mediterranean’s mini-Hollywood by the London Times.” Malta, where Game of Thrones all began, is also home to many blockbuster film locations including Troy, Gladiator, World War Z, Assassin’s Creed, The Count of Monte Cristo and Murder on the Orient Express.

Born in France, Berger moved to Malta 20 years ago, where he has been working in various sectors of the hospitality and tourism industry. His professional background stems from hotel management and in Malta has held positions at the Grand Hotel Mercure Selmun Palace and at Intercontinental Malta as part of the M.I.C.E team, with responsibilities for overseas marketing the hotel and Malta as a destination. Berger also furthered his M.I.C.E experience while specializing in M.I.C.E. on behalf of a Maltese Destination Management Company (DMC).

Berger, together with Michelle Buttigieg, Malta Tourism Authority Representative in North America, will be heading a public/private sector M.I.C.E. delegation from Malta to IMEX Las Vegas September 9-12, 2019.

For more information about planning Meetings and Incentive events in Malta visit www.conventionsmalta.com

About Malta

The sunny islands of Malta, in the middle of the Mediterranean Sea, are home to a most remarkable concentration of intact built heritage, including the highest density of UNESCO World Heritage Sites in any nation-state anywhere.  Valletta built by the proud Knights of St. John is one of the UNESCO sites and was the European Capital of Culture for 2018. Malta’s patrimony in stone ranges from the oldest free-standing stone architecture in the world, to one of the British Empire’s most formidable defensive systems, and includes a rich mix of domestic, religious and military architecture from the ancient, medieval and early modern periods. With superbly sunny weather, attractive beaches, a thriving nightlife and 7,000 years of intriguing history, there is a great deal to see and do. www.visitmalta.com

For Further Information and Photography

Malta Tourism Authority:

Michelle Buttigieg

Tel: (212) 213-0944

Fax: (212) 213-0938

E-mail: michelle-margaret.buttigieg@visitmalta.com

MTA US Editorial Contact:

The Bradford Group

Karen Hoffman/ Bianca Pappas

Tel: (212) 447-0027

Fax: (212) 725 8253

E-mail: info@bradfordglobalmarketing.com

Puerto Rico Tourism: Out with the old, in with the new

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“Since our inception last July, we hit the ground running to accelerate the tourism economy,” said Brad Dean, CEO of Discover Puerto Rico. “This brand campaign follows a strong publicity effort that set up Puerto Rico as the top place to visit in 2019 and a recently revamped website, DiscoverPuertoRico.com.

“The creative highlights our two strongest assets – our culture and our people – and will help us strengthen traveler’s familiarity with what makes our Island one-of-a-kind.”  The campaign officially launches today across digital channels via digital banners, social, pre-roll and a follow-up TV spot that will launch in coming weeks in key markets. Additional marketing support is expected throughout the rest of 2019, to attract visitors to the Island during the summer travel season.”

Discover Puerto Rico, Puerto Rico’s newly-established Destination Marketing Organization (DMO), announced today the rollout of Puerto Rico’s brand campaign called “Have We Met Yet?” which draws inspiration from Puerto Rico’s cultural and natural offerings and at its essence, focuses on the hospitable and welcoming nature of its people. By posing the question “Have We Met Yet?” the creative re-introduces the Island to the world and brings to life the exotic yet familiar essence of Puerto Rico. As the U.S. mainland’s “neighbor to the south,” the new campaign showcases through Puerto Rico’s iconic doors how the Island welcomes visitors with open arms.

Following extensive research that showed that Puerto Rico’s brand identity was neutral in the minds of travelers, this new campaign is this next phase of Discover Puerto Rico’s brand repositioning process, enabling the Island to fully capitalize on its rich tourism product offerings and emerge as a leading Caribbean destination. The creative repositions the island as that neighbor that one dreams of – with the festive flair, the ocean view, the incredible art collection, the delicious food. Puerto Rico is the neighbor you’ll laugh with, celebrate with, and maybe even fall in love with.

“Puerto Rico’s people, its rich culture and unparalleled natural offerings, combined with the fact that it’s a U.S. territory and easily accessible, were key factors that led to this creative. We’re excited to debut this brand campaign as it opens the door, literally, to endless possibilities that showcase the spirit of the Puerto Rican people and everything the Island has to offer,” said Leah Chandler, CMO of Discover Puerto Rico.

Travelers exposed to the new brand campaign will be immediately drawn by the colorful vibrant doors and stunning imagery found throughout the Island. The creative highlights many aspects that make Puerto Rico a unique destination—ranging from its people, its cuisine, its festive spirit, its natural attractions, and much more.

“The campaign invites travelers to visit Puerto Rico and meet us, the neighbor that you can’t live without,” said Chandler. “Puerto Rico was named the #1 Place to Visit in 2019 by the New York Times and has topped over 20 other notable lists of places to visit this year,” she added. “We want to send a message to all travelers that this is THE year to visit Puerto Rico. The entire island is eager to welcome them.”

The creative was ideated and produced by Beautiful Destinations, with support from local production crews who traveled throughout the Island to capture the beautiful scenery, thousands of colorful doors, and welcoming faces of the Puerto Rican people.

To view the “Have We Met Yet?” creative online, visit YouTube.com/DiscoverPuertoRico and be on the lookout for additional campaign creative coming soon.

Travel News | eTurboNews

The Development and Promotion of MICE in Thailand

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The Thailand Convention & Exhibition Bureau (TCEB) is leveraging the development of Thai MICE business in long haul markets in collaboration with foreign chambers of commerce representing Australia, UK, USA and Germany.
​Mr. Chiruit Isarangkun Na Ayuthaya, President of Thailand Convention & Exhibition Bureau (Public Organization) or TCEB, disclosed, “The signing of this MOU – The Development and Promotion of MICE –  between TCEB and Foreign Chamber Alliance (FCA), comprising 4 chambers of commerce representing our main target countries, which are Australia, UK, USA and Germany.
It’s considered another remarkable step of TCEB in altering our role to leverage MICE by serving as a business partner who joins hands with foreign organisations to promote the development of Thai MICE in international markets, as well as to penetrate into long haul MICE markets in Oceania, Europe and the USA, side by side with our main short haul target markets in Asia.
“Indeed, the collaboration is a new dimension of promoting Thai MICE business in long haul markets with concentration on Oceania, Europe and the USA. This is the very first time that the Foreign Chamber Alliance – FCA, which represents Australia, UK, USA and Germany, signed an MOU with a Thai government agency. Interestingly, FCA has more than 20,000 members that include businessmen, investors, entrepreneurs from business, industrial and service sectors, such as Minor Hotels Group, AccorHotels Group, Marriott Hotels Group, convention centres business, as well as oil, mining, pharmaceutical, automobile and other industries,” he added.
“These are considered high potential business groups for propelling the national economy and are included among the targeted industries that the Thai government is keen to encourage in line with the 4.0 Policy. For this reason, this is a lucrative opportunity for us to collaborate to develop and raise the competitiveness of Thai MICE. The 4 chambers of commerce have recognised the importance of using MICE as the gateway to the development of commerce and investment in Thailand and ASEAN,” he said.
With this MOU, the framework for the development of MICE business will embrace 5 dimensions of operation:
• The sharing of MICE statistics and events
• MICE business development
• MICE market promotion
• MICE business research
• MICE personnel development.
Mr. Chiruit further said, “The initial collaboration to mutually promote MICE business will mainly focus on hospitality service, because members of the FCA have long records of investment in Thailand, which have been running alongside their nationwide service businesses. Hence, they have eyed to extend collaboration with Thai government agencies, as they believe the endeavour will open a new door to operate MICE business in Thailand and ASEAN.
“This, in turn, will allow them to study about the dynamics and direction of the Thai MICE market. By joining with TCEB in formulating a marketing development scheme, the synergy will open a new door to connecting with other alliances who relate with the promotion of Thai MICE business in targeted countries. Moreover, there will be co-operation in drawing international events into Thailand, marketing promotion and provision of support for events previously held in Thailand,” he said.
“Target groups and alliances will be invited to participate to strengthen the potential of MICE events held here in Thailand. The FCA will join with us in the exchange of marketing information related to targeted industries held by allied chambers of commerce and TCEB will exchange information on Thai MICE business, including statistics and events, to fully bolster mutual MICE business development,” said the TCEB President.

​He went on to say, “Nevertheless, the FCA expects the Thai government to leverage the competitiveness of Thai MICE business in order to serve global competition. For example, facilitation of customs and immigration procedures; development of infrastructure and transportation; construction of convention centres; development of MICE personnel that meets international standards, and establishment of One-Stop-Service MICE centres. All of which will open a new door to the holding of MICE events in Thailand by efficiently offering enhanced convenience for MICE entrepreneurs and organisers,“ he declared.

Proposals to establish MICE service centres has been included in TCEB’s earlier strategic plan, and the Ease of Doing Business project as well  as the draft of a national strategy of NESDB (National Economic and Social Development Council).
​Mr. Chiruit went on to explain, “After the completion of MOU signing, TCEB is set to discuss with the FCA on the preparation of Phase I work plan, which lasts two years. Both parties will encourage practical co-operation in a rapid and consistent manner. Initially, we have planned to attract events and provide support to the holding of events that relate to targeted industries according to the government’s 4.0 Policy, particularly in the provinces governed by the administration of EEC (Eastern Economic Corridor),” he said.

​“TCEB expects that the collaboration will not only leverage the competitiveness of Thai MICE in long haul markets in Oceania, Europe and the USA, but will also help to attract international events into several regions in Thailand, especially those considered main markets in MICE City project, which are Bangkok, Pattaya, Phuket, Chiang Mai and Khon Kaen. Definitely, we believe the rapport will encourage transfers of technology and knowledge of each industry among one another, and thus will promote advancement in all regions and stimulate income distribution to communities nationwide,” concluded Mr. Chiruit.

Mr. Benjamin Krieg, Vice President, Austcham, explained, “The role of the Foreign Chamber Alliance (FCA) in Thailand and the purpose of signing the MOU combines key Foreign Chambers and their members through this important collaboration, we provide a common voice on advocacy to develop and grow opportunities that can benefit our members and the country of Thailand,” he said.

“The MICE industry is growing, and will also continue to grow in importance and contribution to the overall tourism sector within Thailand, and of course the greater Thai economy. Our primary aim is to continue to increase and grow the competitiveness of Thailand as a leading destination for MICE not only within Asia, but the world, further complimenting the amazing tourism industry that we already are so fortunate to be a part of,” concluded Mr. Krieg.

Travel News | eTurboNews

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.

Travel News | eTurboNews

New sales leader at Kimpton Hotel Monaco Washington DC & Kimpton George Hotel

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Kimpton Hotel Monaco Washington DC and Kimpton George Hotel announced the hire of Katherine Saad-Loman as director of sales and marketing for both boutique hotels in Washington, DC. Saad-Loman brings a strong resort, catering, and luxury hotel background to the position, as well as nearly 30 years of experience in the hospitality industry.

In her new role, Saad-Loman will drive all sales and marketing activities for Kimpton’s Hotel Monaco Washington DC and Hotel George. Saad-Loman’s day to day as director of sales and marketing for the two hotels will be spent with an emphasis on working with key corporate accounts while also leading the hotels’ expert sales, catering, and events staff. Under her guidance, the team will continue to create ridiculously personalized meetings, weddings, and creative event experiences, offering seasonally-inspired food and beverage in partnership with the hotels’ talented restaurant teams. Saad-Loman will also spearhead strategy for all sales segments and oversee the approach toward revenue, digital marketing, advertising and public relations efforts for the hotels.

Saad-Loman joins Kimpton with varied and impressive experience. She began her career at Hilton Singer Island Ocean Front Resort where she increased catering sales 350% across her three year term. After learning the ropes of a conference hotel, Saad-Loman gained experience as a director of food and beverage at Imperial Lake Golf and Country Club in Mulberry, Florida. She then cut her teeth in a number sales and operations roles throughout central Florida and Baltimore before joining the team at Walt Disney World’s Grand Floridian Resort as a senior sales and catering manager. She continued to advance her career at top hotels in the Florida market before returning to the Mid-Atlantic as a director of sales and marketing at Bethany Beach Ocean Suites in Delaware. Prior to joining the team at Kimpton, she was task force director of sales and marketing with Crestline Hotels & Resorts in Fairfax, Virginia.

A world traveler and graduate of Catham College in Pittsburgh, Saad-Loman has called the greater DC area home for the past seven months. Outside of work, she can be found planning her next trip, finding places to use her fluent French and recommends everyone live abroad at least once in their lives. Saad-Loman is a member of Hospitality Sales and Marketing Association International (HSMAI) with a passion for mentoring those looking to hone their sales and leadership skills, and she also volunteers, teaching financial literacy, work readiness, and entrepreneurship to first graders through Junior Achievement of Greater Washington in her spare time. Saad-Loman brings a stylish sense of leadership and a wide range of sales and marketing experience to both Hotel George and Hotel Monaco Washington DC.

Travel News | eTurboNews

SBC Travel Group announces new Chief Digital Officer

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SBC Travel Group, a technology company, has officially appointed Chief Digital Officer Anthoney Jayasekera. He steps into this role with more than 18 years of experience within the hospitality sector, having worked in digital marketing and online distribution for several leading global brands including Minor Hotels, Crown Melbourne and Aitken Spence Hotels where he was in charge of driving digital strategies.

“SBC Travel excites me as they have a passion for embracing new technology and building solutions for travel,” Mr. Jayasekera says. “Being with hospitality and travel for the last 18 years, I’ve been able to see the paradigm shift from traditional to digital platforms.  It’s exciting to see the transformation from then to now. However, there’s still more opportunity to improve and disrupt current processes so they can be secure, faster, novel, and cost-effective with the use of new advancements in technology.”

In his new role with SBC Travel Group, Mr. Jayasekera will direct the overall digital strategy for all business units within SBC Travel, manage the website and social presence and manage all digital marketing initiatives.

For more information on SBC Travel, please visit sbctravel.io.

Travel News | eTurboNews

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.

Travel News | eTurboNews

Italian Exhibition Group returns to China to promote international tourism

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Italian Exhibition Group (IEG) is returning to China to promote international tourism business. The appointment is at the Shanghai World Travel Fair (SWTF), one of the major tourism industry expos of Eastern China, the 16th edition of which is being held from 18th to 21st April.

Over 750 exhibitors from 53 countries and regions of the world are awaited at the Shanghai Exhibition Center.

SWTF, co-organized by Europe Asia Global Link Exhibitions (EAGLE) – joint venture created by Italian Exhibition Group (IEG) and VNU Exhibitions Asia – and Shanghai International Convention & Exhibition Corp. Ltd (on behalf of Shanghai Municipal Administration of Culture and Tourism), offers the sector’s trade members a unique business platform and, for the general public, an all-round insight on tourism products, all in the largest tourism region of the Chinese market, Eastern China (China is the world’s largest outbound tourism market, with 149.72 million outbound journeys and a 14.7% increase in 2018).

With over 15,000 trade members expected and a public of 50,000 visitors, the 2019 edition of SWTF will host a busy calendar of appointments and new features. Visitors will explore tourist destinations from all over the world, including Argentina, Australia, Bulgaria, Cuba, Gabon, Germany, Italy, Japan, Kenya, Madagascar, Morocco, Papua New Guinea, Peru, Russia, Sri Lanka, South Korea, Tanzania, Turkmenistan and Vietnam. SWTF will highlight the entire tourism chain, starting with tourist offices, travel agencies and tour operators, OTA, hotel, airlines, theme parks and resorts, as well as travel services and insurance companies.

On a professional level, SWTF reconfirms its role as a great opportunity for matching to all effects. Over 3,000 B2B appointments with selected buyers from all over Eastern China will take part in the events and the panel scheduled on the latest trends in outbound tourism, organized in cooperation with China Travel Agent. Regarding this, an exclusive B2B area has been realized, which will be accessible to the sector’s trade members exclusively via a face detection system, in order to ensure the quality of the meetings with international suppliers.

Emerging destinations, digital marketing, developments on visa policies and MICE, are just some of the issues that will be covered in the panels by the sector’s opinion leaders, ready to share their successful case histories with the public. Plus, among the speakers, there will also be representatives of the top management of companies such as Ctrip, Tuniu, Uzai, Spring Tour and Tongshen Group, as well as the directors of the Tourism offices of New Zealand, Switzerland and Serbia with branches in Shanghai.

Travel News | eTurboNews