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Indian travelers expected to spend $136 billion by 2021

April 24, 2019 by Forimmediaterelease

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

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

April 17, 2019 by Forimmediaterelease

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

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Sexually assaulted by hotel staff? TripAdvisor tells woman leave a review

March 19, 2019 by Forimmediaterelease

TripAdvisor is the largest travel site in the world, with 456 million people visiting the site every month to search for accommodation and other hospitality sites ranked according user reviews.

Two women alleged they were raped by staff employed by businesses currently promoted on TripAdvisor and said the company is failing its “duty to public safety” in the way it handles such complaints. They said they fear others are at risk without information about prior alleged incidents being made visible on the business page. These hotels are continuing to be promoted on TripAdvisor.

One woman said she was raped by a tour guide whose business was being promoted on the TripAdvisor. After contacting the hotel where he worked and reporting him to the police, she wanted to warn other tourists.

TripAdvisor’s response was to tell her to leave a first person review detailing her sexual assault on the website.

“I was in disbelief. Am I seriously being asked to recall the humiliating details of my own sexual assault? Was this global company pushing me to relive my trauma on their forum for everyone to see and comment, or worse of all for the perpetrator who is still out there, to respond to me, troll me?,” she said. “It left me feeling shattered, hopeless and alone.”

TripAdvisor told her that they do not remove a business from their site if a staff member was accused of sexual assault or rape, even temporarily to conduct an internal review. The company then shared 5 links with her of reviews detailing sexual assault and rape, allegedly committed by staff at different hotels, as examples of how she might write her own review.

In one review that TripAdvisor shared with her in an email dated November 2018, an 18-year-old woman said she had her drink spiked and was raped at a resort in Jamaica. She claimed the hotel hired lawyers to mount a case against her, even after undergoing a rape test at a local hospital.

The resort currently has a 4.5-star rating out of 5. There is no flag on the hotel’s TripAdvisor page to suggest any such attack has ever occurred. The only way to know would be to scroll through and read more than 5,000 reviews.

TripAdvisor ranks hotels based on the star rating given by users, but individual reviews are presented chronologically on listing page for the hotel. A review which detailed allegations of sexual assault could easily be overtaken by more recent reviews and be harder to find.

There are 40 examples of reviews describing sexual assault, rape, and groping committed by staff members of highly-rated hotels and other travel businesses on TripAdvisor. In only 14 of those cases, the hotel or travel business – such as tour guides – had replied to the review, with just one review indicating whether disciplinary action had been taken against the staff member in question.

TripAdvisor left this woman’s review as pending, because she did not write it as a first person account and it remains unpublished. She told the company she did not want to publish “first hand experiences” in fear of being contacted and identified by people whose attention she did not want to attract, including the alleged perpetrator. TripAdvisor suggested she created a burner account under an anonymous name to leave the review.

TripAdvisor has previously attempted to grapple with complaints of sexual assault. In November 2017, it said it would add a warning tags to hotels where “health, discrimination, and safety” issues have been reported – but would not explicitly say what the business has been flagged for. The decision came after the company deleted a review detailing a rape case in a hotel in Mexico because the language used breached its guidelines.

The amount of time a badge remains on a business listing is determined on a case-by-case basis, but the company uses a period of 3 months as a guideline for re-evaluation. TripAdvisor said there are currently 4 flags up on business listing pages. None of the flagged hotels or travel businesses have any warning on the business page of prior allegations made about staff.

Complainants believe a red flag on a business for 3 months to evaluate the ongoing safety of the listing is not enough, especially when little to no action is taken against the alleged attackers still employed at hotels and businesses.

Another woman, Christine, 44, from Toronto, Canada, alleged she was raped in a hotel in the Caribbean while on holiday with her family. She said the process of leaving the complaint of sexual assault as a review was futile as reviews were routinely “buried” by other reviews, making it difficult for users to find.

She added that the reviews detailing sexual assault attacks should not be lumped alongside other 1-star reviews complaining about “bed sheets.”

“They definitely should have a different kind of review system, for these types of incidences so they’re not buried in with everyone’s reviews about you know, the quality of the towels or the sheets. Especially if it’s a safety issue, particularly for women.”

Christine decided to go public with her story because, she says, “TripAdvisor has a major platform and really they have a duty for public safety, because it is a big problem. I’m not overstating it when I say it’s widespread.

“Many women contacted me and said this has happened to them, too, by a different staff member at another hotel. And we need to be aware of it.”

TripAdvisor said while the company was unsure if the reviews complaining of rape would have an impact on a business, it believed reviews were “very helpful” to travelers to inform them about where to stay or visit.

TripAdvisor added it had a team of hundreds of people working on content moderation focused on “maintaining the integrity” of the site, and that thousands of reviews on the website described health and safety issues, including sexual assault and other crimes.

The company said it took into account a number of issues before giving a business a flag, including whether a staff member of a business listed was implicated in the review complaint. The company adds a flag to listings where there are media reports of the issue or when a first-hand review is not “readily accessible.”

It said its notifications are not confirmation of the events but were there to “encourage consumers to do additional research outside of TripAdvisor” of the safety of the businesses. However, the company claimed most businesses that had received a flag had taken steps to address the issue that caused the media coverage.

In a statement to the Guardian, TripAdvisor said: “It is terrible that some travelers endure serious issues such as assault or rape, and we hope our platform can be used by them to help warn and protect others. It is important that reviewers follow our publishing guidelines to ensure the accuracy of our reviews, and when these reviews are not readily available and news reports exist that detail recent and pervasive health and safety matters, TripAdvisor’s notification process helps alert travelers about potential issues at a location.”

Travel News | eTurboNews

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