Travel operators as a brand

7/29/2019 Travel operators as a brand

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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

Documents

Travel operators as a brand