Travel and Hospitality (TnH) - March 2022 by Prem Sagar

ISSUE 6 / VOLUME XIII / MARCH 2022 Rs.350 / Pages 58

EDITOR'S NOTE

The Future of Travel is Female Over the past two years, publishing our magazine has been challenging, costly, dull, but also interesting, rewarding, and restorative. People have asked, “How and why do you do it every month? How much can you write about travel in the wake of the pandemic? Is it even worth publishing a travel business magazine anymore?”

I would like to end by saying that I believe that the best action we can take as women is to follow our passions, believe in ourselves, and support one another.

I myself have pondered over these questions. My first reaction last March was: How do I put together a travel magazine when there’s no travel? How many tips on business recovery can TnH publish? But eventually, in the true spirit of womankind I have persevered and reinvented our company. To celebrate Women’s Day and the spirit of women this month, our cover story highlights the rise of solo women travel (pg 14). We have also featured an interview with Lubaina Sheerazi, CEO, BRANDit (pg 08), a woman who has exemplified fresh thinking and embraced new strategies to thrive.

Publisher & Editor Srishti Jindal

CONTENT 08.

22.

Placing Destination Marketing In A Contemporary Context

Implications of Indian Govt’s Crypto Recognition on the Travel Industry

14.

30.

The Rise of the Female Solo Traveller

New Travel Contenders: The Startup Radar

40.

50.

Exploring the Strong Connection Between India and Turkiye

Gaining Customer Loyalty as a Travel Service Provider

@tnhmagazine

www.tnhglobal.com Printed, published and owned by Srishti Rai. Printed at Naveen Printers, F-11 B, Okhla Industrial Area, Ph-1, New Delhi-110020, Published at C-4, 2nd Floor, Community Center, Safdarjung Development Area, Opp Main IIT Gate, New Delhi-110016;

Publisher & Editor Srishti Rai

Visual Designer Simran Khera & Shivang Singh

Director Bharat S. Rai

Correspondent (Kolkata) Swaati Chaudhury

Creative Head Shulabh Gupta

Accounts Chander Shakher Balodi

Managing Editor Prem Kumar

Administration Executive Sarwat Jahan

GM - Marketing Prem Sagar premsagar@tnhindia.com (M) +91 99106 81111

For any query : info@tnhindia.com

March 2022

Placing Destination Marketing In A Contemporary Context A Conversation With Lubaina Sheerazi, CEO & Co-founder, BRANDit

A resourceful destination marketeer uses history, culture, storytelling, pragmatism, and technology to bring places to life. Unsurprisingly, Lubaina Sheerazi, fuelled by her inimitable resourcefulness and undeniable cachet, is a case study for harnessing the Indian tourism industry’s immense potential. In an interview with TnH, Lubaina talks about the future of travel and what makes Qatar so attractive.

Q1. There is a lot of talk about the overriding changes this pandemic is bringing about across sectors, particularly in the travel industry, things ranging from digital health passports to contactless travel. What changes do you foresee in destination marketing? Predominantly, destination marketing has been about traditional promotional tactics, however, as time has gone by and with the evolution of social media, digital assets, it has taken on a very different avatar; especially in the pandemic phase. The rise of the internet as a key tool of marketing has changed the way products and services are looked at. It is now moving beyond social media marketing and online advertising. In the future, marketers will have to combine intellect with technical knowledge and adopt a distinctive approach while optimally utilising digital tools to promote destinations.

March 2022

Lubaina Sheerazi, CEO & Co-founder, BRANDit

March 2022

Q2. How do you see the expectations of your visitors evolving over the next few years?

Q4. How do you see social media evolving (and how you use it) over the next few years?

Today’s travellers are far more techsavvy, well-researched and have very different expectations. The internet is their super power, defining everything they do. Consumers are informationhungry and burn up a lot of their time online. They demand tech-friendly choices that allow them to operate on their own terms, without having to turn to anyone. Another trend we have witnessed since the pandemic is the rise in environmentally conscious travellers. Choosing greener practices has come to be a norm for a vast majority.

Social media has transformed destination marketing. Pre-pandemic, travellers used social media for the purpose of consuming information which influenced their decisionmaking. Over a period of time, social media has created desirable space that was non-existent. As a result of the hashtag revolution, social media campaigns and challenges are being immensely used to produce user-generated content, which is repurposed across marketing channels. Our entire audience, not just consumers but stakeholders and travel agents too, are visibly present on social media and remain connected, making it important to not just be seen but also engage. We try curating positive assessments and encourage social sharing since travellers rely on collective opinions to determine their travel plans.

Q3. What do you perceive to be your biggest challenges for the future? We have effectively managed to find our footing in the last two years and keep the business of destination marketing ticking. However, in order to stay relevant and ahead of the curve we have to formulate the right strategies. It has become imperative to utilise the right channels of communication, while also using technology to our advantage. As marketers, we need to keep ourselves informed in order to create standouts.

March 2022

Q5. What are you looking to accomplish while representing Qatar? Qatar is a destination where cultural authenticity meets modernity; where people come together to experience unique offerings in culture, sports, business, and family entertainment. From luxurious hotels to decadent restaurants, adventurous attractions, cultural infusions, grand entertainment and luxe escapes; Qatar is an attractive destination for travellers across segments, whether stopovers, weekend getaways or long-stay visitors. The country is also gearing up to host one of the biggest sporting events in the world - FIFA World Cup Qatar 2022™. To ensure guests enjoy the best hospitality, Qatar is adding new hotels to its already extensive portfolio of properties. Each of these new hotels will contribute a unique amenity or experience to Qatar’s 183-property strong portfolio, which is made up of nearly 32,000 room keys.

Besides, Qatar has invested in exceptional sports stadiums and facilities that are being designed by some of the best names in the world of architecture, leaving no stone unturned to not only welcome football fans but every kind of traveller who is looking to have an unforgettable experience while in Qatar.

March 2022

The Rise of the Female Solo Traveller The world is growing smaller, turning into a global village with excellent technology connectivity. For solo women travellers, the world is their oyster. Exploring with complete freedom and flexibility, there are more and more female solo travellers venturing out alone.

Travelling was once considered a luxury or extravagance, only indulged in occasionally and that too with family or friends. In modern times, the paradigm has shifted; travel has become a regular feature of people’s lives, and solo travel is emerging as a desirable way of travel. While the avenue of solo travelling was initially dominated by males, now women of all ages, particularly millennials, are levelling the playing field. Solo travel has been growing in popularity over the past few decades, evolving from a quirky trend to an established type of travel. The overall cost of travelling has gone down and awareness of the benefits of travelling has increased. Planning a trip with others and coordinating to find suitable dates, locations,

transportation, and lodging can be challenging. The solution? Solo travelling. As we observe the International Women’s Day on March 8th, here is a look at the rise of the female solo traveller.

March 2022

Origins of Solo Travelling

Female Solo Travellers

Stress and mental pressures are constantly rising and can lead to extensive physical and mental health problems, exhaustion, and burnout. Travelling is good for the heart, mind, body, and soul. It brings a fresh perspective, changes the surroundings, and helps recharge. It can also provide physical benefits, by increasing your movement and exposing you to Vitamin D and cleaner air.

Regardless of the country, there have been many factors holding back women from travelling independently. These can be anything from familial pressure to concerns over safety, financial viability, and societal concerns. Since ancient times, women have been held back and pressured into taking charge of hearths and homes. Changes in society and demands for equal rights have led to more women embracing their individuality and exploring the world.

Travelling has become cheaper than ever, with a plethora of options available in every price range. There are short weekend getaways available as well as longer trips, with transportation modes such as driving, buses, trains, and flights. Lodging choices include hotels in varying price points, motels, Airbnbs, hostels, guesthouses, inns, B&Bs and camping. By travelling solo, anyone can choose the destination and details of their choice, and plan as many or as few trips as frequently as desired without dependence on anyone else.

Women of today are educated, independent, and resilient. Facing all the stressors that men do, and oftentimes even more, women are taking the time to take care of themselves and recharge. According to a 2018 study by British Airways, nearly 50% of women globally have taken a solo trip, with nearly half of them in the age group of 18-25 years. A report by the Ministry of Statistics and Programmes of India, found that over half of the domestic solo travellers are women.

March 2022

Myriad Motivations

Role of Technology

Travelling, particularly travelling alone, is a personal journey and there can be any number of motivations that inspire women to travel solo. The central differentiator is between those who simply want to travel away from their current location, and others who want to visit a specific location. Some women may want to get away from a stressful work or personal environment; others may want to get some ‘me time’. For some, travelling solo can be a journey of selfdiscovery, or healing, or spark new interests and hobbies. Others may have a specific destination or event they want to visit or experience that they want to try out. Social media is a big source of inspiration and can drive FOMO or fear of missing out.

Technology has had a monumental impact in inspiring solo travel, particularly for females. With internet connectivity, women can stay in touch with family and friends and share their location coordinates even while they are in an unfamiliar location. This promotes security and a feeling of safety.

Within India, there are numerous destinations popular amongst solo women travellers due to their safety, versatility, and beauty. These include Sikkim, Pondicherry, Munnar, Hampi, Kasol, Nainital, Shimla, Manali, Ladakh, Goa, Jaisalmer, Udaipur, Jaipur, and Rishikesh. Internationally, common female solo travel destinations are Finland, Iceland, Greece, New Zealand, Canada, Belgium, Switzerland, Austria, the US, Spain, and Japan.

The wide range of apps and tools available make it easier to explore a new location. GPS and maps prevent getting lost in new cities, and many cab hailing apps work in numerous locations. Flights and hotels can be tracked in real-time and apps can also be used for translations in regions with different languages.

Before embarking on solo journeys, all research and reservations can be completed online itself. There are detailed videos, vlogs, blogs, guides, and many other resources available. As per the traveller’s preference, each and every step of the journey can be pre-planned and mapped out with detailed itineraries, or kept free and spontaneous.

March 2022

A Dedicated Market Segment

Recovery of Solo Travel Post-Covid

The boom in female solo travellers has made it a market segment in itself, with many travel service providers offering specialised features to cater to solo women travellers. Hotel rooms and lodgings are available specifically for a single person, and travellers can view the exact size and location before booking. Some hotels even have dedicated entire floors as women-only.

The coronavirus pandemic initially brought all forms of travel and tourism to a standstill across the world in 2020, with the first waves of travel bans and lockdowns. Corresponding to rises and falls in Covid cases, travel restrictions went through phases, moving towards opening up as early as safely possible. Solo travel has witnessed a quick recovery as individuals travelling alone can easily follow social distancing, and testing also becomes simpler.

Dedicated tour groups are another popular option for female solo travellers. While solo travellers do enjoy the freedom of travelling alone, tour groups are an excellent way to explore new areas. There are communities available where women can meet other women travellers and interact. Travel clubs have also been launched specifically for solo women travellers.

Even during stricter Covid-19 restrictions, women across India and the world opted for impromptu solo travel, workations, and stay-cations. With the travel industry inching towards a stable recovery, solo travel is regaining its earlier pace of growth. Armed with confidence, invigorated by adventure, and ready to take on the world, female solo travellers are going to continue to rise.

March 2022

Implications of Indian Govt’s Crypto Recognition on the Travel Industry The Government of India’s recent decision to regulate cryptocurrencies has wide reaching implications for nearly every industry. Particularly for travel and hospitality, the acceptance of cryptocurrency can have a big impact.

Cryptocurrencies began as a novelty trend, first ideated in 1983, and then implemented in 1995, through Digicash. The development of bitcoin in 2009, as the first decentralised cryptocurrency came as a boom in the market. Over the years, their value and acceptance have evolved dramatically. Based on blockchain technology, cryptocurrencies are digital currencies that are independent of any central authority.

The growth of cryptocurrencies has been accompanied by confusion and concerns. An entirely digital form of tender stored in a digital ledger, a cryptocurrency cannot be physically held or handled. While bitcoins were initially obtained by ‘mining’ or solving puzzles, now cryptocurrencies can be purchased and used to buy other goods or services. The value of individual cryptocurrencies can vary, but are not affected by the inflation of any particular country.

March 2022

Stance of Government of India on Cryptocurrency

Cryptocurrency in Travel & Hospitality

The stance of the Indian government towards cryptocurrencies has run the gamut from an outright ban in 2016, to considering regulations on cryptocurrency operations in 2021. The ‘Banning of Cryptocurrency and Regulation of Official Digital Currency Bill, 2019’ sought to implement a complete ban on all crypto-related activities. These would include mining, holding, buying, dealing, and selling. The biggest concerns were the risk of financial fraud, operational issues, security risks, and legal problems. The Reserve Bank of India had ordered banks to ban support for transactions of cryptocurrency, however, the order was overturned by the Supreme Court in March 2020.

There are more than 1,000 cryptocurrencies available in the market, but some are more popular than others, for example Bitcoin, Ethereum, and Litecoin are among the more well-known cryptocurrencies. Bitcoin is the most famous cryptocurrency, and alternatives to Bitcoin are typically known as ‘altcoins’. Usage of cryptocurrency for conducting transactions is in its early stages, with some travel industry businesses accepting popular cryptocurrencies as payment. Smaller airlines, selected travel agencies, and even some shops and restaurants have started accepting payments in cryptocurrency.

In the Parliament Winter Session 2021, a new bill was introduced; the ‘Cryptocurrency and Regulation of Official Digital Currency Bill, 2021’. While the new bill calls for the prohibition of all ‘private cryptocurrencies’ in India, it allows for certain exceptions. The new bill recognises their usefulness, and their growing popularity. It plans to facilitate the introduction of a central bank digital currency or CBDC as a form of cryptocurrency.

The adoption of cryptocurrencies varies greatly between countries. The geographic location of travel and hospitality players, along with the source region for their customers, have a considerable impact on the suitability of cryptocurrency as a payment method. Among the top countries using cryptocurrency are the US, Japan, Nigeria, Ukraine, the UK, and Switzerland. India also has an estimated over 10 crore owners of cryptocurrency. While ownership cryptocurrency is widespread, its acceptance can change depending upon region.

March 2022

Greater Ease of Transactions

Dangers of Dealing with Cryptocurrencies

A big benefit of cryptocurrency for the travel and hospitality industry is the ease of transactions. Self-governed and managed, cryptocurrencies are protected from inflation and have an independent valuation system. They are available instantly and can be accessed around the clock with lightning fast processing speeds. There are typically no additional fees on payments made using cryptocurrencies, as there is no banking system in-between.

Despite the wide range of benefits offered by cryptocurrencies, they still have a modicum of danger attached.

Particularly for international travel and payments, cryptocurrencies remove the need for currency exchanges that can be a hassle with fluctuating currencies and require additional transactional fees. Based on a blockchain setup, cryptocurrencies are secure and private, enabling confidential payments. For transactions across borders, these currencies are highly cost-effective, removing the need for third parties such as PayPal or Visa to approve transactions.

Cryptocurrency valuations are prone to market fluctuations, and can potentially result in large losses. Conversions and procurement of genuine cryptocurrencies can be a challenge, with many fraudulent providers in the market. Since there is no physical proof of cryptocurrencies, tracking payments and processing refunds can be difficult. Based on the country, the legal backing and authorisation can differ, making legal recourse problematic if any issue arises.

March 2022

Blockchain Benefits Blockchain is the foundational technology that cryptocurrencies are based upon, and unlike cryptocurrencies, there is little controversy over the implementation of blockchain. Immensely useful, blockchain at its core is a replicated, shared, and append-only database where access and validation is shared in a public blockchain. In the travel and hospitality industry, blockchain can be implemented for faster guest identification, and smart contracts with suppliers that are irreversible and fully traceable. Blockchain can be used for direct bookings, involving only the customer and the merchant without any middlemen. It can also be used for universal loyalty programmes that are easy to manage and access. What Can the Travel Industry Expect? Cryptocurrencies offer massive potential for the travel and hospitality industry as they facilitate faster and easier transactions, particularly for high value purchases. International travel especially can benefit from cryptocurrencies since they remove the need for messy currency

exchanges. While the number of travel and hospitality businesses accepting cryptocurrencies is currently low, we can expect the number to rise in the future. In India, the implementation of the central bank digital currency and changes in the prohibition of private cryptocurrencies will be a deciding factor for its applications for the travel industry. Accepting cryptocurrency payment can be beneficial for travel operators, but it is also risky. Focusing on the payment preferences of target customers is key to deciding if supporting cryptocurrency payments is worth the risk. Global trends are showing the rising popularity of cryptocurrencies across industries, and soon we can expect wider implementations in transactional formats. For higher value expenses such as flight bookings, resorts, luxury travel, expensive hotels, or longer vacations, cryptocurrencies can be useful. However, for smaller expenses, and day-to-day shopping of low-value items, cash is likely to still be king.

March 2022

New Travel Contenders: The Startup Radar Undeterred by the pandemic, 4.4 million new startups were launched in 2020 itself, with venture capital funding increasing by 14% from 2019. As we enter 2022, there are new startups emerging in the travel and hospitality sector, and new travel contenders on our startup radar.

Businesses have been around since the dawn of society, with new companies starting, surviving, flourishing, and failing. The concept of startups began in the 1990s as it became easier for individuals or partners to launch a scalable business. With massive competition across industries, startups face a high failure rate, with only around 10% of startups succeeding in the long-term.

Nevertheless, some of the most popular businesses today began as startups, and more unicorns are emerging every year. Currently, some of the most popular industries for startups are eCommerce, Healthcare Tech, Artificial Intelligence, Edtech, and Fintech. Travel is a relatively uncommon niche for startups, due to the region-specific nature of the industry.

March 2022

Travel Startups

1. TravelPerk

Travel is a massive and lucrative market, accounting for nearly 10.4% of the global GDP in 2019. While the market took a huge hit from the Coronavirus pandemic, recovery is underway, supported by extensive vaccine rollouts. In 2020, funding to venture-backed travel and tourism startups shrank to a 5-year low at around $4.8 billion. However, in the first 6 months of 2021 itself, funding to the sector crossed $3.4 billion across 173 deals.

A business travel management agency targeted at SMEs, Barcelonabased TravelPerk was founded in 2015. It recently raised $115 million in Series D, bringing its total of raised funds to $409 million since the company was launched.

As the pandemic tapers out, there is renewed energy and gusto amongst travellers, and immense potential for travel startups. New travel startups are smarter, flexible, and prepared to face challenges and hardships, particularly those witnessed during the recent pandemic. Here are some of the top new travel startups that have recently raised funds.

TravelPerk is an all-in-one travel platform for business travel, providing travel and expense management services, and automation of spending limits. Offering full control and visibility, TravelPerk has user-friendly dashboards to track expenses and reports, making it easier for companies to manage their business travel. Clear analytics and insights are also shared with businesses, helping them improve their business travel. To counteract the lull in business travel due to Covid-19, TravelPerk has added a new feature to its platform in the form of TravelPerk Events. An events organising tool, TravelPerk Events aims to simplify the process of creating and managing events.

March 2022

2. Questo

3. Airalo

Questo is a mobile app travel startup based from Bucharest in Romania. Founded in 2017, Questo recently raised funding of $1.8 million in 2021, completing 4 rounds of investments.

Airalo aims to solve a major problem travellers face – changing multiple SIM cards while travelling. Launched in 2019 out of Singapore, Airalo has received funding of $7.3 million in Series A.

Tapping into the gamification trend, Questo integrates travel and exploration of cities by envisioning them into the form of a quest. Based on the city, travellers can choose from different games on themes such as local legends, historical facts, books, and movies. The Questo game guides travellers throughout their chosen city, enabling them to explore the city in a new way, solving riddles based on their surroundings, and ‘unlocking’ new locations. Apart from outside tourists, locals can also use the app to explore their own cities. Each game is made in partnership with local providers, and new games are launched every week. The ‘questing’ format makes tourism exciting, engaging, and informative.

Offering an alternative to using and switching between multiple SIM cards or paying for exorbitant roaming charges, Airalo is the world’s first eSIM store. The eSIMs are available for over 190 countries and regions worldwide, and can easily be switched as needed. There is no need to worry about WiFi access, data packs, local SIMs or losing contact. The Airalo SIMs are compatible with all existing apps on the phone, and are affordable. Currently, the eSIMs are not supported by all smartphones, but are typically compatible with newer smartphones. By taking care of connectivity, Airalo makes it easier for people to enjoy worry-free travel.

March 2022

4. YouTravel.Me

5. Voyaah

A group travel matchmaking platform, YouTravel.Me was founded in San Francisco, California in 2018 and has recently raised funding of $1 million. Focusing on offering an authentic travel experience, it connects travellers with local guides and likeminded travel partners.

Voyaah was founded in 2020 in Mumbai and has recently raised funding of Rs 37 million or approximately $492k. An Indiabased luxury travel platform, Voyaah encourages experiential travel and finding luxury in bespoke experiences.

Organising small group adventures and experiences, YouTravel.Me uses algorithms that connect travellers with trips based on past experiences, interests, and values. Before the trip, travellers can connect with each other and complete detailed reservations. YouTravel.Me also has travel experts on staff to research and create custom itineraries as part of their BeGuide offering. Since its launch, YouTravel.Me has conducted over 15,000 tours in 130 countries, becoming the top travel marketplace for Eastern Europe. With a localised approach, YouTravel. Me focuses on creating broad travel plans, giving plenty of flexibility for spontaneity during travel.

From one single platform, Voyaah offers end-to-end travel booking solutions with support for complete customisation and adjustments. It incorporates online and offline service providers, and uses local travel knowledge and AI to guide travellers in crafting their desired journey. There are a wide range of transit and activity options available, including staycations at top notch resorts. For Voyaah, luxury travel doesn’t need to be exorbitant and larger than life – it can be experienced in seclusion and natural beauty. With over 10k happy travellers, Voyaah has travel packages available for specific locations and themes.

March 2022

6. Pickyourtrail

Future of Travel Startups

Pickyourtrail is an intelligent platform for booking tailor-made international holidays. Launched in Chennai in 2014, Pickyourtrail raised Series A funding worth $3 million recently.

The future of new travel contenders is highly promising. Globally, the travel and hospitality industry is inching towards recovery from the pandemic, and people are getting eager to resume travelling. Learning from the many travel businesses and service providers that shut down from the impact of Covid-19, new startups have become smarter with greater agility.

Featuring a brand promise of ‘Craft Your Holiday, Your Way’, Pickyourtrail is touted as India’s biggest online DIY holiday booking platform for creating customised holidays. The itinerary builder factors in traveller interests, trip duration, and preferred budget to provide trip recommendations. It incorporates the excitement and freedom of self-planning while using technology for mundane tasks such as bookings and reminders. There is plenty of inspiration to motivate travellers, with packages available based on destination and themes such as adventure, family, honeymoon, and visa-on-arrival. The Pickyourtrail price comparison and matching engine helps find the best prices available.

March 2022

Exploring the Strong Connection Between India and Turkiye An Interview with H.E Firat Sunel, the Turkish Ambassador To India

Any fertile ground for collaboration requires its partners to be able to complement each other in all the right respects. In an exclusive conversation with H.E Firat Sunel, we talk to him about Turkiye’s special association with India, the two countries’ numerous similarities, and their huge potential to collaborate. Q1. Tell us about your experience as an Ambassador over the many years that you’ve been a diplomat. Tell us about your experience as an Ambassador in India so far. Is it what you expected, and what aspects may have surprised you?

Being an Ambassador has a bit different and special meaning for me. My father was a ‘guest-worker’ in Germany and I grew up travelling between Germany and Turkiye all my childhood. So, as a person living abroad, embassies and consulates were always in my life, representing me as a citizen and being a door to knock on whenever we needed. After my studies and completing entrance exams, I started working at the Turkish Foreign Ministry. Through my career, I have served in different parts of the world, from Europe to Asia and Africa.

March 2022

H.E Firat Sunel, the Turkish Ambassador To India

March 2022

In 2013, I was appointed as the first ever Turkish Ambassador to Eritrea. When you are the one to embody the bridge between two countries that have hundreds of years of cultural bonds, it occupies a special place in your heart. Now representing Turkiye in India, I am genuinely happy that I have the chance to further this experience by contributing to historical Turkiye-India relations. With its rich culture, India becomes an eye-opening experience and one gets to see that India is not only a country, but a continent by itself. You witness history at every corner you casually take while walking around in the city and wonder all the souls who passed there centuries ago. Any person visiting India can always easily find something relevant to themselves as India is many in terms of its diversity.

Q2. Now I’d like to steer the conversation towards tourism, Turkiye is a hub for tourists, not only from India but also from all over the world. What steps is the Turkish government taking to expedite its revival in tourism? 2019 was the most successful year for Turkish tourism in terms of the number of international arrivals. In 2019, our destination hosted 2.3 lakh Indian tourists which was a record for India too. Current pandemic affected the tourism industry most. However, we hope to witness a recovery in foreign tourist arrivals for our country. The Safe Tourism Certification Program has been at the heart of safety protocols of our tourism industry since the mid of 2020. As known, Turkiye is one of the first countries in the World to introduce the Safe Tourism Certificate Program for the tourism industry. This certificate covers a broad range of measures including transportation, accommodation, and health conditions of employees of the facilities and passengers. Granted by international certification institutions, this system ensures the safety of the visitors, both domestic and international. Thanks to the Safe Tourism Certificate Program, the number of international visitors reached the level of 30 million in 2021.

March 2022

Q3. What are the biggest assets that you believe Turkiye has in terms of tourism? From pristine beaches and clear blue waters to historical sites spanning back millennia, travellers from all over the world choose Turkiye for their holiday each year. It is so diverse that there is always something new happening in some part of the country. Turkiye maintains its popularity as a leading tourist destination with its unique coasts and rich natural beauty. And Turkiye has a very special association with India. Both India and Turkiye share so much in common in terms of cuisine, general characteristics amongst our people, hospitality and even language. There are more than 9,000 words that are the same or similar in both the languages. Sufism is another string that binds both the countries musically, and culturally. Turkish dramas are very popular in India, and likewise Bollywood is popular in Turkiye. In the last few years, there has been an increase in the number of Indian destination weddings in Turkiye and also many Indian movies & videos have been shot in Turkiye which has spiked interest to travel. These commonalities along with so much more to see & explore makes Turkiye a popular destination amongst Indian travellers.

Q4. I can’t help but ask you about bilateral tourism. Is India perceived positively as a tourism destination for Turkish citizens? India is considered as a popular destination in Turkiye. Furthermore, I personally know that there is a great interest among the Turkish people in the rich Indian culture and beautiful Indian destinations, which also contributed to the increasing number of Turkish travellers to India. We witnessed a significant rise in the number of Turkish tourists coming to India pre-covid era. Friendly ties between Turkiye and India have their roots in history. There are strong cultural bonds between Turkish and Indian peoples. Both countries share similar values and ideals and commitment to democracy, rule of law, human rights, pluralism, open society, and sustainable development. They strive to strengthen international peace and stability. Turkiye and India have undergone an immense social, political, and economic transformation since the end of the Cold War. Today, both Turkiye and India are rising powers.

March 2022

Turkiye considers India as a friendly country taking firm steps forward to be a global power with its growing economy, huge market, military power, outstanding knowledge in space technology and informatics, rich human resources, and deeprooted historical and cultural heritage. We closely follow and appreciate the rapid progress of India. Turkiye is determined to develop its relations with India in every possible field. We deem that there is mutual will to enhance bilateral relations. Our bilateral relations have a huge potential to develop and benefit both sides as relations at social and economic levels are already flourishing. We welcome the increasing trend in people-topeople contacts and business sector cooperation while looking forward to further developing our relations.

Q5. What are you looking to accomplish in your time here, in terms of promoting tourism between the two countries? Turkiye has some classical source markets in terms of tourism. In 2019, Russian Federation, Germany, United Kingdom, Iran, Poland, and Ukraine were the main source markets for our tourism industry. However, one of the main goals of our tourism policy is the diversification of the markets which contribute to overcoming of the seasonality issue in our tourism industry. In this regard, we attach great importance to the countries called as emerging markets for our tourism industry. India is considered as one of the most potential emerging tourism markets for the Turkish tourism industry. Hence, we will be continuing to conduct different marketing activities in India in the years to come and will actively promote our country as a destination in India and strive for increasing the touristic flow from India to Turkiye.

March 2022

Q6. What do you think India can do to improve the number of visitors it receives from Turkiye? More than 160 countries of the world benefit from the Indian e-visa while visiting Incredible India. However, Turkiye is not among these countries. In my opinion, both countries should facilitate visa regimes for Turkish and Indian visitors. Moreover, air connectivity plays an important role in increasing the number of visitors. In this regard, expanding direct air connectivity between our countries via different cities would contribute to the enhancement of Turkish citizens coming to India. Needless to say, promotional activities should be conducted as well in Turkiye by relevant authorities so that Turkish people would get to know more about rich Indian culture and tourism destinations.

Q7. Finally, I would like to ask, where would you like to see Turkiye’s tourism sector in 5 or 10 years? In 2019, Turkiye was the 6th country all over the world in terms of international visitors. The goal is to be among the top 5 tourism countries in the world both in terms of international tourism income and visitors.

March 2022

Gaining Customer Loyalty as a Travel Service Provider In travel, tourism, and hospitality, there is immense competition, with multiple providers in each segment, and new players emerging on the horizon. Retaining customers is vital to be able to succeed as a business.

Traveller preferences, interests, and behaviours are slowly, yet steadily, evolving to have greater expectations from their travel and service providers. Through the internet, it has become easier than ever for them to switch between providers at the slightest inclination. For providers in the travel and hospitality space, the volatility of customers offers both an opportunity and a challenge. While it is possible to lose customers to competitors, it is also easier to gain new customers, and increase their loyalty. By understanding the changing needs of travellers, companies can adapt and grow.

TnH spoke to Ankush Nijhawan, Director Nijhawan Group and CoFounder TBO.com to gain expert insights on how travel and hospitality service providers can retain customers in the long-term.

March 2022

Ankush Nijhawan, Director Nijhawan Group and Co-Founder TBO.com

March 2022

Prioritising Services and Service Delivery There are many ways to obtain leads and start the customer journey; for example, through advertising, promotions, and campaigns. However, once a potential customer expresses interest, it is up to the travel service provider to deliver quality services and experiences. Nijhawan highlighted the importance of providing customers with quality service. “Keeping in mind the Covid scenario, service is the first priority one has to offer. At the end of the day, the guest is looking for that comfort/security that something goes wrong when they are travelling, if somebody turns positive for example, or somebody needs help on some vaccination policy, or on-ground help if need be etc,” he said. For the current market Nijhawan said, “I think that’s where the travel agent today plays a very important role in the service delivery. Price was always important but in today’s world things have changed.

“However, who knows after 6 months when Covid settles down completely across the world, price will play an important role. But, today, especially for an international traveller who is an amateur traveller, service is specifically important for anybody to hold its customer. Definitely if there are some ancillary tools which the travel agent can offer to its customer via some tech or technology, would definitely help to keep them loyal to them,” said Nijhawan. Accessibility to Customers 24/7 In today’s world of instant connectivity and extensive international travel, customers expect complete accessibility. In case of any problems, they want reliable means of connecting to their service providers. “I think 24 hours is today what the mantra is, because especially if somebody is travelling in a different time zone such as the US, and god forbid something goes wrong for any other reason, accessibility for a traveller is extremely important to its travel agent or counsellor. Especially when you’re travelling internationally, that’s something important. Within India, it’s not a big deal but when you’re travelling overseas it’s super important,” Nijhawan said. “Accessibility there can win you the customer’s confidence,” he affirmed.

March 2022

Advantages of Value-Adds Beyond offering customers the expected services and support, it’s important to differentiate your business from others so that you are memorable and can outperform the competition. Offering customers value additions is an effective way to provide them with a little something extra, and keep them coming back to your business for future travels. “Give the value-adds; not just selling a line, you have to bundle the whole experience,” said Nijhawan. There are many different types of value additions you can offer, depending upon the core interests of your target customer group. “Let’s say help at the airport, when the person is checking in or giving the best seat available. Every customer is choosy, somebody wants a window, somebody wants an aisle, somebody wants x meal, y meal. These are certain touch points which today people do forget. It’s very important especially for a corporate travelling person at leisure,” he said. Other value adds can include features that are useful for customers but are frequently overlooked.

“Value adds for example, insurance needs to be a part of it, sometimes people just forget to take insurance and who knows god forbid you fall ill. These things really matter. Giving them the right way to get foreign exchange, so that tomorrow if there’s a theft happening on the road and he needs to get that money or say traveller’s cheques, or whatever it is,” shared Nijhawan. The changing spending habits of travellers, particularly Indians can be considered to identify suitable value adds. If adequate benefits are highlighted, many times, customers will be open to spending more. “On-call is something important but this is not selling an airline ticket to anyone; it’s the overall experience, be it sightseeing, be it restaurants, because today Indians like to spend money. They like to go to an experienced Michelin for meals, they want to know the right places for shopping,” he said. “A lot of travel agents today are very well equipped. Google might be a reason, but at the end of the day, people still want that help when it comes to booking,” commented Nijhawan.

March 2022

Flexibility and Team Efforts In travel and hospitality, there are continuously new trends on the horizon, and the recent Coronavirus pandemic has proven once again that being able to adapt to changes is a necessity. Flexibility and agility requires a team effort, enabling you to provide customers with seamless services. “A general is nobody without its troops,” said Nijhawan. “At the end of the day, to run a successful business in any format, it’s not one man who runs the show; it’s the team who runs the show. So today, to keep your people intact, to keep them motivated, is going to play a very important role because every travel company will see a pent-up demand after 2 years,” he said.

“They need the right team to ensure that they start delivering; people who have the skill sets especially in terms of communication, and who are ready to adopt technology and are forthcoming to learn things,” he added. “The world has changed now after Covid, so at the end of the day - it has to be teamwork. I always say five fingers put together is a fist, and that is where you can punch, otherwise with one finger you can’t,” concluded Nijhawan.

DL-SW-01/4211/20-22 | DATE OF POSTING: 5-6 OF MONTH | RNI NO. DELENG/2010/33723 | DATE OF PUBLISHING: 4th OF THE MONTH