Consumer-centricity is the only way forward, the industry agrees. With the aim of providing a birds-eye view of consumer behaviour, InterMiles, a loyalty and rewards programme, has published results of their third travel survey in the ‘Consumer Sentiment Index Report (Travel) 3.0’.
Based on responses received from 2,276 InterMilers across India during mid-October 2021, the report showcases insights and changing consumption patterns of the evolved Indian traveller.
B
reak monotony
Rampant vaccinations and a decrease in the number of Covid-19 infections have boosted consumer confidence in travel. A whopping 95% respondents are either firming up travel plans (65%) or are contemplating travel (30%) during November and December 2021.
This comes as good news to the travel fraternity, who consider the Diwali and year-end period to be the second busiest period for travel, immediately after summer holidays. As like prior to the pandemic, religious festivities and year-end celebrations are estimated to play a major role in driving these numbers.
Only a miniscule (5%) percentage of respondents are keen on staying indoors.Why are they looking to travel? After a year and a half of tedious WFH routines and no separation between personal and professional lives, Indian travellers are keen on getting away from their homes – which also doubled up as their office!
34% respondents stated that they are looking to travel as they need a change of scenario and want to overcome WFH fatigue by connecting with nature. Staying home has also reignited the need for some adventure in 23% respondents, with them stating that they will travel to explore new domestic (14%) and international (9%) destinations.
Physical separation from loved ones during the pandemic has put a strong re-emphasis on relationships, with 31% respondents looking to travel to reconnect with loved ones, as they look to travel to either visit family and friends or go back to their hometowns. A small slice (12%) will travel to attend religious events or local festivities.
Essential for mental health
Given its role in re-energizing and re-motivating a population fatigued by the pandemic, by promoting mental health and wellness, travel is no longer grouped under non-essential expenditures.
Additionally, with millennials choosing to invest in experiences rather than assets, it comes as no surprise that over 70% of the members surveyed are willing to spend over INR 10,000 (per person) on a trip. 15% members are willing to loosen purse strings even further and spend over INR 50,000 (per person) solely on travel.
Flights preferred
Around 55% respondents planning to travel in Nov-Dec 2021, said they would opt for flights to get to their destination. The traveller consideration list has evolved significantly during the pandemic – pushing health & safety to be primary factors when it comes to choosing a destination as well as accommodation properties.
During the course of the survey, close to 50% respondents cited different aspects of safety as the most important factor while choosing a destination. Major deciding factors included Covid-19 protocols (26%), the number of current Covid-19 cases at the destination (13%) and the ability to have an isolated getaway (10%).
It is interesting to note that respondents are more skewed towards gauging the safety ranking of a destination, by taking health protocols into consideration as opposed to the number of infections.
Vaccinate, test and mask-up please!
Post-pandemic, travellers do not believe that less is more, with them actively seeking out destinations that have strategic safety & hygiene measures in place.
Vaccinations are working like a charm when it comes to boosting traveller confidence. This is evident as close to one 1 in 3 travellers state that they are comfortable travelling to destinations that allow only fully vaccinated travellers.
Another 27% respondents say that they would have most confidence in destinations that mandate negative RT-PCR tests, in addition to complete vaccinations. Furthermore, 16% state that in addition to the above stated criteria, they will be most comfortable with destinations that have short quarantine periods.
