travel operators as a brand
TRANSCRIPT
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A new perspective
on the Travel business
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Expectation - new communication
Increase traffic
Create a distinct product preference through our
communication
Enhance the equity and image
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What do we want to leave behind!
Fresh new perspective
Refreshing creative thoughts
Hint of passion that we bring to our work
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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.
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Category issues.
Very high involvement category Parity product
Involvement is so high that customers do thoroughinvestigation before decision making
Cost is a key factorprice driven
Unorganised/local competition
Like any hospitality business, driven more by
exaggeration of experience than reality
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How do we measure up?
Probably the oldest name in the business andlegendary
Premium brand in all travel services, employing
over 800 trained professionals.
Stands for Great Value, Great Experience
Fair degree aggression be it in matchingcompetition step by step or customising as per
the customers requirement.
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Key success factors
Perceptual leadership
Relationship Management
Full serviceDomestic and corporate
Aggressive PR
Aggressive product portfolio
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A peep into the market
MR division Department of Tourism, New Delhi
O ilv - MTDC Stud .
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Disposable Income Spending Habits
19
31
28
12
8
32
21
18
12
7
45
9
13
9
11
0
5
10
15
20
25
30
35
40
45
%
20's 30's 50's
Age 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
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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%
%Spending
20's 30's 50's
Age Groups
Entertainment Holiday
Entertainment gets higher priority over Holiday
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Travel Funding
A large amount of travel is self financed
which is mostly leisure travelling
72%
12%
16%
Fixed Reimbursement Self
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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%
2 Weeks
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Deciding Destinations
Word of mouth matters a lot. Seek advice from
people whove been there before. The familiar
preferred, not want to take risks
51%
40%
16%
27%
0%
10%
20%
30%
40%
50%
60% Past experience
RecommendationAdventure
Advertising
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Summary
Propensity to spend and specifically on holidays ismore among the 20s and the 30s
Entertainment gets larger monies than holidaying
Travel generally lasts for 10 to 15 days
Holidays pre-decided
Word of mouth a key factor
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What competition is saying?
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SOTC
2 for the price of 1and children go free
Holiday Abroad. Pay later. Rs. 2399 X 36 months
SOTCs 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)
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Thomas Cook
Choose between ordinary holiday and world class T.C
holiday
We dont 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.
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What are we saying?
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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
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Summary
Tariff lead promotional campaigns .
Offer centric advertising
Tactical campaign like harping on food, Easyfinance from banks , No hidden costs etc.
All advertising leads to enquiry generation
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Target Audience
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Opportunity
Rise above the deals and tariffs
Help people re-evaluate the way they choose holidayand tour operators
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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
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Psyche of the Indian Traveler
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Reasons Why They Travel ?
Seeking an escape from...
Routines
Growing urban stress
Pollution in the cities
Family pressures : joint family, no privacy
Extreme weather
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Selecting a destination.
Value for money is prioritized over exploration
The common desire is to play it safe but thisby it-self does not play a major role
Travel entails expenses and visiting unknownplaces could mean an element of risk taking
Word-of-mouth driven
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Types of Travel
Annual LTA holiday / trip to village
The business travel
Family travel / leisure travel
Honeymoon
The up-market travel
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Summary
Overseas travel is statement much as a break
Value for money prioritizes over exploration
Travel should mean guaranteed leisure
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Key triggers
One untoward incident can spoil the entire
holiday
I went to Europe last year, all I remember isscrambling 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 haveboarded the flight
My kids insisted on Singapore this year as some of
their friends plan to go there too
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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
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Key triggers
First thing my son wanted after we came backfrom 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 completelyrefreshed and charged up
Holiday provides the much needed private time
with family
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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, Hasslefree
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Key Drivers - Classified
Functional Psychological BettermentNo fine prints Need for break Better informed
Convenience Time out with family New learning
VFM Social requirment Holistic development
Food Recharge yourself
Uneventful
Grntd Leisure
Hassle free
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Thank you