Consumer-centricity is the only way forward, the industry agrees. With a view to provide a bird’s eye view of consumer behaviour, Intermiles, a loyalty and rewards program, have published the results of their third travel survey.consumer sentiment index report (travel) 3.0′.
Based on responses received from 2,276 intermilers across India during mid-October 2021, the report reflects the evolving Indian traveler’s insights and changing consumption patterns.
NS
monotony again
Mass vaccination and reduction in the number of COVID-19 infections have boosted consumer confidence in travel. 95% of respondents are getting stronger either travel plans (65%) or are considering traveling (30%) during November and December 2021.
This comes as good news for travel fraternity, which ranks Diwali and the end of the year as the second busiest period for travel, immediately after the summer holidays. As before the pandemic, religious festivals and year-end celebrations are projected to play a major role in driving these numbers.
Only a small (5%) percentage of respondents are eager to stay indoors. Why do they want to travel? After a year and a half of tedious WFH routine and no separation between personal and professional life, Indian travelers are keen to move away from their homes – which also doubles as their office!
34% of the respondents said that they are looking to travel because they need a change in the landscape and want to relieve WFH fatigue by connecting with nature. Staying at home also reiterated the need for some adventure with 23% of respondents saying they would travel to explore new domestic (14%) and international (9%) destinations.
Physical isolation from loved ones during the pandemic has re-emphasized relationships, with 31% of respondents wanting to travel to reconnect with loved ones, as they either travel to visit family and friends or go back to their hometowns want. A small piece (12%) will travel to participate in religious events or local festivals.
essential for mental health
Given its role in re-energizing and re-motivating pandemic-weary populations by promoting mental health and well-being, travel is no longer grouped under non-essential expenditures.
Additionally, with Millennials preferring to invest in experiences rather than properties, it is no surprise that over 70% of surveyed members are willing to spend more than INR 10,000 (per person) on a trip. 15% of the members are ready to loosen the purse strings even further and spend more than Rs 50,000 (per person) on travel alone.
flights preferred
Around 55% of the respondents planning to travel in November-December 2021 said that they would opt for flights to reach their destination. Traveler consideration lists have evolved significantly during the pandemic – with health and safety being the primary factor when it comes to choosing a destination as well as accommodation properties.
During the survey, nearly 50% of the respondents rated various aspects of safety as the most important factor while choosing a destination. Key deciding factors include the COVID-19 protocol (26%), the number of COVID-19 cases present at the destination (13%) and the ability to make an isolated migration (10%).
It is interesting to note that there is a greater asymmetry towards respondents estimating the safety ranking of a destination, taking into account health protocols as opposed to the number of infections.
Please vaccinate, test and mask-up!
In the aftermath of the pandemic, travelers do not believe that less is more, with them actively seeking destinations that have strategic safety and hygiene measures in place.
Vaccination is working like a charm when it comes to boosting the confidence of the traveler. This is clear because 1 in 3 travelers say they are comfortable traveling to destinations that only allow fully vaccinated travelers.
Another 27% of the respondents say they would trust most destinations that mandate negative RT-PCR tests in addition to full immunization. Also, 16% say that apart from the criteria mentioned above, they would be most comfortable with destinations that have shorter quarantine periods.