travel brand

A new perspectiveon the Travel business

Expectation - new communication

• Increase traffic

• Create a distinct product preference through our communication

• Enhance the equity and image

What do we want to leave behind!

• Fresh new perspective

• Refreshing creative thoughts

• Hint of passion that we bring to our work

What holiday means ?Give holidays a new meaning by helping people rise above the

clutter of cut-throat deals and look at holidays as a means of

becoming worldly wise.

Category issues.• Very high involvement category• Parity product• Involvement is so high that customers do

thorough investigation before decision making

• Cost is a key factor – price driven• Unorganised/local competition• Like any hospitality business, driven more

by exaggeration of experience than reality

How do we measure up?• Probably the oldest name in the business

and legendary

• Premium brand in all travel services, employing over 800 trained professionals.

• Stands for “Great Value, Great Experience”

• Fair degree aggression be it in matching competition step by step or customising as per the customers requirement.

Key success factors

• Perceptual leadership

• Relationship Management

• Full service – Domestic and corporate

• Aggressive PR

• Aggressive product portfolio

A peep into the market

MR division Department of Tourism, New DelhiOgilvy - MTDC Study.

Disposable Income Spending Habits

19

31

28

12

8

32

21

18

12

7

45

913

911

0

5

10

15

20

25

30

35

40

45

%

20's 30's 50'sAge Group

Durables Clothes Entertainment Eating out Holiday

Consumers across age groups spends 25-35% of their disposable income on leisure (which includes entertainment & holiday).

With increasing affluence and better lifestyle it is going to become larger

Share of Leisure

Entertainment = Holidays when combined with pleasure.Holidays = Going back to your village / home town

78%

22%

72%

28%

54%

46%

0%10%20%30%40%50%60%70%80%90%

100%

% S

pend

ing

20's 30's 50'sAge Groups

Entertainment Holiday

Entertainment gets higher priority over Holiday

Travel Funding

A large amount of travel is self financed which is mostly leisure

travelling

72%

12%

16%

Fixed Reimbursement Self

Period of Vacation

Period of vacation is generally planned for 10-12 days and

maximum pleasure is expected.

11%

79%

10%

0%10%20%30%40%50%60%70%80%

<1 Week1-2 Weeks>2 Weeks

Deciding Destinations

Word of mouth matters a lot. Seek advice from people who’ve ‘been there’

before. The familiar preferred, not want to take risks

51%

40%

16%

27%

0%

10%

20%

30%

40%

50%

60% Past experienceRecommendationAdventureAdvertising

Summary• Propensity to spend and specifically on

holidays is more among the 20’s and the 30’s

• Entertainment gets larger monies than holidaying

• Travel generally lasts for 10 to 15 days

• Holidays pre-decided

• Word of mouth a key factor

What competition is saying?

SOTC– 2 for the price of 1and children go free

– Holiday Abroad. Pay later. Rs. 2399 X 36 months

– SOTC’s Pure Vegetarian Tour

– 5 Free holidays (Campaign)

– Handycam worth Rs. 30,000 free

– Fascinating Casablanca - Special offer, 2 nights in Dubai Free

– Scenic Switzerland Rs.10,000 off

– Testimonial campaign (talks about experience)

Thomas Cook– Choose between ordinary holiday and world class T.C holiday

– We don’t charge you hidden costs.

– The everything holiday

– Hard to forget holidays. Easy to pay instalments.

– Testimonial campaign (Talks about decision process after comparing )

– Price is as attractive as destination.

What are we saying?

Cox & Kings.– Paisa Mat Pheko. Phir Bhi Tamasha Dekho.

– Fly to Europe & get a second foreign holiday free

– Duniya Ghoomte Rehe Jaaoge

– Dekho Dekho Duniya Dekho

– We have done it again. Pay less. Get more

– Introducing Flexihols. A holiday so flexible you can plan it yourself.

– Free holidays Paoo. Ya Paise Bachao

– Honest Thomas Undoubtedly cooked the books.

– Pick & choose concept comes to India

Summary • Tariff lead promotional campaigns .

• Offer centric advertising

• Tactical campaign like harping on food, Easy finance from banks , No hidden costs etc.

• All advertising leads to enquiry generation

Target Audience

Opportunity• Rise above the deals and tariffs

• Help people re-evaluate the way they choose holiday and tour operators

Demographics• SEC A/B

• Self employed or in business– Vacations with his family once a year, which means wife

and 1/2 kids– Has a budget of around Rs.30,000 for his vacation– Prefers to take a packaged tour– Goes to places like Ooty, Kulu Manali, Nainital– Wants to travel abroad

– maximum bang for the buck’

Psyche of the Indian Traveler

Reasons Why They Travel ?Seeking an escape from...• Routines

• Growing urban stress

• Pollution in the cities

• Family pressures : joint family, no privacy

• Extreme weather

Selecting a destination.• Value for money is prioritized over

exploration

• The common desire is to play it safe but this by it-self does not play a major role

• Travel entails expenses and visiting unknown places could mean an element of risk taking

• Word-of-mouth driven

Types of Travel

• Annual LTA holiday / trip to village

• The business travel• Family travel / leisure travel• Honeymoon• The up-market travel

Summary• Overseas travel is statement much as a

break

• Value for money prioritizes over exploration

• Travel should mean guaranteed leisure

Key triggers• “One untoward incident can spoil the

entire holiday”• I went to Europe last year, all I remember

is scrambling from airport to bus to hotel to train and nothing else”

• “Ideal way of travelling would be when you make a call to the agent and next you know is that you have boarded the flight”

• “My kids insisted on Singapore this year as some of their friends plan to go there too”

Key triggers• “Holiday makes one more complete… you

meet new people… see new places”• “My daughter got a three star in her class

for the best description of Gaint Panda(she actually saw one in Beijing Zoo)”

• “It is a must for kids… I lived in a shielded world… I want my kids to get better exposure”

• “I would not want to go to the same place over and over again”

Key triggers• “First thing my son wanted after we

came back from the US was a skate board”

• “What you see in ads is only 60% of the real cost. I learnt it the hard way”

• “After every holiday I come back completely refreshed and charged up”

• “Holiday provides the much needed private time with family”

Key driversNo fine prints

Need for break,

Better informed

Convenience

Time out with family

New learning

VFM

Holistic Development, Food, Social requirement, Uneventful, Recharge yourself, Guaranteed Leisure, Hassle free

Key Drivers - ClassifiedFunctional Psychological BettermentNo fine prints Need for break Better informedConvenience Time out with family New learningVFM Social requirment Holistic developmentFood Recharge yourselfUneventfulGrntd LeisureHassle free

Thank you