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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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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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Spain-Holiday.com has new owners

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The Spanish holiday rental platform, Spain-Holiday.com, has new owners from the 1st of April. The company’s founder and sole owner until the end of March, Claus Sorensen, will be sharing ownership in equal conditions with Jan Dal Lehrmann, Kenneth Andersen and Jannich Friis Petersen.

  • Jan Dal Lehrmann, Kenneth Andersen and Jannich Friis Petersen have become the new co-owners of the holiday rental platform together with Claus Sorensen, founder and former sole owner, owning 25% shares each.
  • This ownership change will strengthen the activity of Spain-Holiday.com in the Spanish holiday rental industry thanks to the input and knowledge provided by the new co-owners: experience in digital businesses, unique know-how and strategic vision.

For Claus Sorensen this is a step “that will strengthen Spain-Holiday.com’s ability to set a strategy for strong performance in the coming years. With the incorporation of Jan, Kenneth and Jannich to the company we will be able to strengthen our brand value and attribution in Spain and we’ll have the opportunity to develop a more ambitious expansion plan”.

Each one of the new owners provides an important professional value to the management of the company and share the same objective of achieving the long term goals planned for Spain-Holiday.com. The four of them add up many years of experience in managing online businesses in Europe, the knowledge of developing niche and new markets and the development of B2B-B2C strategies.

The new owners of Spain-Holiday.com

Jannich Friis Petersen is 45 years old and is the current CEO for Spain-Holiday.com and with this acquisition, he states that “I have defined even more my commitment and dedication to this company that now has even more potential to offer the best holiday homes in Spain for European travellers. We’ll live exciting years in the holiday rental industry and Spain-Holiday.com will make a landmark”.

Jan Dal Lehrmann is 50 years old and has, after successful exits of Bilbasen (Co-founder) and Benjamin Media (Investor and CEO) devoted the past 8 years of his life to investing in startups, helping them with everything from common sense, strategy, scaling and internationalization via an active non-executive role. Previous investments and exits include Bilbasen, Autobutler, Bazoom and Benjamin Media. For Jan, “the potential of Spain-Holiday.com attracted me since the first time I spoke to Claus and I am sure that we will take the company to the next level”.

Kenneth Andersen is 47 years old and founder and owner of several online businesses, having a portfolio of more than 50 websites. Former Head of motors in eBay Classifieds Northern Europe and CEO of Bilbasen.dk, the leading motors vertical in Denmark. Has been working with building digital business since 1999, both as CEO and investor. Has been a member of the board in Spain-Holiday.com since 2017.

Claus Sorensen is the founder of Spain-Holiday.com and, until the end of March, its sole owner. Currently, he owns 25% of the company and since 2018 he has been developing other new projects in Denmark and Spain.

This change will not affect the normal activity of Spain-Holiday.com, which has its headquarters in Malaga (Spain) since 2002 and has 35 employees. Now, the four owners of Spain-Holiday.com will focus on providing the platform user with a unique experience when renting out or booking a holiday home in Spain, consolidating its activity in the tourism industry and setting up future expansion plans.

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The Internet knows you are planning a vacation and will charge you more

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People are starting to plan their summer vacation, and for many, the planning process itself is the beginning of a well-deserved rest. However, it does cause frustration when after a couple of price checks on the Internet, one starts to notice how flight ticket and apartment booking quotes take an upward trend. Such behavior is called price discrimination and is a prevalent tactic across the travel industry, but there are ways to protect yourself from it.

Intuitively unfair, the concept of price discrimination (if not based on race, religion or national origin) is legal and can take many forms. Its general principle is that potential customers get to see different prices of the same product or service based on their willingness to pay as perceived by the seller.

“Many online retailers who use special algorithms to create an illusion of high demand and an increasing price. Let’s say, the quotes for all the hotel rooms you checked yesterday have increased only to encourage you to make a fast decision to book,” explains Naomi Hodges, Cybersecurity Advisor at Surfshark. “The same goes for flight tickets and car rentals so that excellent offer you found an hour ago might have deteriorated to ‘it’s still ok, but I have to hurry’ at your second check.”

Various online businesses are using personalized pricing techniques to manipulate people’s emotions. The leaders in this field, for example, Uber, hire behavioral economists who help to craft the logic of algorithms of differential pricing.

The core ingredient to make the algorithms work is your online data which is acquired when websites insert cookies into your browser and get to know your IP address.

“Such information can reveal where you live, how new or expensive device you use, which websites you visit, what are you interested in, whether you are an easy spender or not, and much more,” says Naomi Hodges.

When your data is being used for personalized pricing, the car rental might become expensive if you already booked a flight to some destination. The same goes for hotel and domestic flight booking.

The price manipulation can go even further by knowing that you are a user of a brand-new iPhone model which indicates higher purchasing power and in turn – your willingness to pay more than other customers.

How to avoid price discrimination?

Naomi Hodges reveals that it is rather easy to check if you are being differentiated from other potential travelers. Taking a few steps can help you save a sum worth a couple of nights at a great hotel or even a return flight ticket if you are an occasional traveler.

If you notice a higher flight ticket/car rental/hotel booking price than before, relax and follow these tips:

  1. Clear your recent digital footprint. You can do that by clearing your browser cache, history, and cookies in the browser settings.
  2. Turn on a virtual private network (VPN) app. This trick can help you change your location by giving you a different IP address. In many cases prices are based on the device’s location, so you can avoid higher prices simply by pretending that you are in another country. Check different countries to see how people there
  3. Turn on Incognito Mode (Chrome), Private Mode (Safari) or Private Window (Firefox) in your browser. This step will allow you to browse cookie-less.
  4. Check the prices using a different device. Differentiating between desktop and mobile users is a common practice.
  5. Change the top-level domain (.com, co.uk, .fr, .net) to a different one. For example, flights4u.com might display different prices than flights4u.de.

Best results can be achieved if all these tips are used simultaneously.

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D.R. Congo: African Tourism Board is a place to be according World Heritage Kahuzi-Biega National Park

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The African Tourism Board welcomes Kahuzi Biega National Park as a new member. The Kahuzi-Biega National Park is a protected area near Bukavu town in the eastern Democratic Republic of the Congo. It is situated near the western bank of Lake Kivu and the Rwandan border.

“The African Tourism Board is a place to be, we have been undercover for long. When you search for Congo tourism, all you hear is information about Virunga or news about poacher. We want to make a difference. Let’s unite our efforts to promote the African tourism industry.”

These are the word by De Dieu Bya’Ombe, director of the Kahuzi Biega National Park.

He explains on his membership information:

Kahuzi-Biega National Park is home to more species of mammals than Any Other Site Albertine Rift. It is the second major MOST website in the area for Both endemic species and in terms of species richness. The park HAS 136 species of mammals, Including the eastern lowland gorilla is the star and 13 other primates like chimpanzees Including endangered species, red colobus monkey, and monkeys L’Hoest and Hamlyn.

• Other extremely uncommon species of the forests of eastern DRC are present aussi Such As the giant genet ( Genetta victoriae ) and aquatic genet ( Genetta piscivora ). Characteristic mammals of the central African forests aussi live in the park as the forest elephant, forest buffalo, giant forest hog and the bongo.

• The KBNP Is located in significant year endemism zone (Endemic Bird Area) for birds APPROBATION by Birdlife International. The Wildlife Conservation Society HAS compiled a list of birds to the park in 2003 with 349 species Including 42 endemic.
• Similarly, the park aussi Was Recognized As a diversity center for plants by IUCN and WWF in 1994 with at least 1,178 species listed in the high altitude area, the lower portion still remaining in inventory.

• The park is one of The Few sub-Saharan African websites Where flora and fauna transition from low to high altitude is observable. It included courses, in fact, all of the forest vegetation from 600 m to more than 2600 m, bass Moist Forest and medium altitude forest sub mountain up montane forest and bamboo. Above 2600 m to the top of Kahuzi Biega and mountains, Has Developed montane vegetation heather harboring endemic plant Senecio kahuzicus.

• The park houses aussi Generally, not Widespread vegetation Such As swamps and altitude bogs and swamp forests and riparian areas are waterlogged at all altitudes.
Due to all above specificities of the Kahuzi – Biega national park, we are looking forwards to develop eco-tourism activities and sustainable conservancy concept which are going to inspire the next generation.

Kahuzi Biega is a world heritage site created in 1970 for the main purpose of protecting low land gorillas. Kahuzi-Biega National Park is divided into two zones connected by a narrow corridor: Rainforest Mountain (Afro-montane forest gold) on one hand, and the lowland rainforest (Guinea-Congo Relatively wet) on the other hand.

It is a scarce African region where the transition entre thesis two kinds of rain forests remained largely intact. So far, over 1178 plant species have been recorded at high altitude, making it the third Albertine Rift website in terms of species richness partner after the Virunga National Park in DRC and the Bwindi Impenetrable Forest in Uganda. For cons, the lowland flora is still little known. The inventory of species endemic to the Kahuzi-Biega National Park is far from full, and we Even Discovered Many new species Belonging Mainly to the families of Balsam Orchidaceae & Purple Spurge, Araliaceae, Anacardiaceae, and many others families with one Particular species ( Fischer, 1995).

Conservation targets are the wildlife and communities at risk, and critical habitats and declining to protect. The subsidiary or auxiliary targets are a more detailed level of the target to which they are attached (parts of habitat, landscapes, media, etc.). The term key ecological attributes of the main natural characteristics of species, populations or ecosystems developed over time or as a result of natural disturbances and allow maintaining the range of conditions under which species are adapted. Furthermore, the exceptional forest cover KBNP an important carbon sink to contribute to the fight against climate change.

Talking about tourism, we offer gorilla trekking as our main attraction. Hiking, mountain accession and birds watching are complementary to the main attraction. We are proudly the only site where visitors can trek low land gorillas in the wild. We put our efforts to maintain all our tourism activities sustainable and ecological.

More information: www.kahuzibiega.org

More information on African Tourism Board:www.africantourismboard.com

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