8 minute read
MODERN INDIAN TRAVELERS GOING SOLO
GOING SOLO: MORE INDIAN TRAVELERS INTEND TO TRAVEL ALONE, INSPIRED BY MINDFULNESS, NATURE AND SUSTAINABILITY REVEALS THE LATEST STUDY OF HILTON HONOURS IN INDIA MODERN INDIAN TRAVELLERS
ASPIRE TO BE TRAVEL EXPERTS, INSPIRED BY TECH AND MOTIVATED BY EXPERIENCES
Advertisement
18 March 2020 Tourism India 4 0% of travelers based in India intend to “go solo” when they travel, as compared to 25% of Asia Pacific travelers, reveals a recent study by Hilton Honors, the award-winning guest loyalty program of global travel and hospitality company Hilton.
“travelers, reveals a recent study by Hilton Honors, the award-winning guest loyalty program of global travel and hospitality company Hilton.
The research – surveying close to 1,120 avid travelers aged between 20-45 in India and segmented by life stage – explored the travel motivations, aspirations and expectations of the country’s most active travelers. The primary motivation for 66% of these intrepid travelers is to experience “life-changing moments” that push them out of their comfort zone and challenge them to think differently.
“Travel is undoubtedly an important part of life for Indians, across
all life stage segments,” said Manish Tolani, vice president and commercial director, India, Hilton. “They take more trips overseas than their Asia Pacific counterparts and for them, travel plays a formative part in shaping their personality and identity. Solo Travelers, in particular, also recognize that their travel objectives have changed. By traveling to a new destination on their own, the sense of complete freeThe research – surveying close to 1,120 avid travelers aged between 20-45 in India and seg- mented by life stage – explored the travel mo- tivations, aspirations and expectations of the country’s most active travelers dom encourages them to discover themselves.”
The November 2019 study, which surveyed avid travelers living in Bangalore, Hyderabad, Mumbai, New Delhi and Pune, revealed some key insights pertaining to Solo Travelers:
Indian Solo Travelers are mindful adventurers
The study revealed they pursue more authentic travel experiences that allow them to travel consciously. Experiences in nature top the list of things Indian Solo Travelers are seeking more of (68%), followed by sustainability (67%). Solo Travelers are also more likely than other Indian travelers to seek ways to nurture their spirituality (66%) and embark on volunteering opportunities (62%).
According to the study, the Singles segment of Indian travelers appear to be prioritizing wellness and self-care – as compared to Couples, they are more likely to seek out experiences not only in nature, but also try their hand at sports, outdoor adventures and wellness activities. For example, 70% of Singles surveyed seek out wellness experiences at their travel destinations, as compared to 63%
of Couples.
Australia is the top Asia Pacific destination of interest
Indians are passionate travelers 15B
– a whopping 93% state that “My life would be boring if I didn’t travel.” “Feeling unfulfilled if I don’t trav
PASSION & PRIDE ANYWHERE 15B ANYWHERE 88
el frequently” is more pronounced among Solo Travelers (93%) versus Non-solo Travelers (87%), so
PASSION & PRIDE
MORE INDIAN TRAVELERS INTEND TO TRAVEL ALONE, INSPIRED BY MINDFULNESS, NATURE AND SUSTAINABILITY
Latest study by Hilton Honors reveals Indian travelers’ primary motivations to travel
SOLO TRAVELERS
it is not surprising that Indian Solo Travelers prefer to travel overseas, looking to destinations that are further afield to satisfy their thirst for adventure.
Australia is the most popular overseas destination in the Asia Pacific region for Indian travelers across all segments, with other destinations falling far behind. According to the study, the top destination Indian travelers are most excited to visit in the next 12 months is Australia (31%), compared to Europe (13%), Singapore (11%), Malaysia (7%) and New Zealand (6%). In Australia, Indian Solo Travelers are more likely to be interested in destinations that are off the beaten track, such as Cairns and Byron Bay. Beautiful beaches and spectacular natural landscapes are key draws to Australia for these travelers.
Indian Solo Travelers like to be seen as experts and seek unique travel experiences
As frequent travelers, Indian Solo Travelers look for unique, oncein-a-lifetime experiences and are drawn towards outstanding natural beauty and sustainable options. The study also revealed that two in three Solo Travelers say they like to be recognized as travel experts. However, most Solo Travelers (95%) find the planning process overwhelming, so seek out recommen
40%
of travelers based in India intend to “go solo” when they travel, as compared to 25% of Asia Pacific travelers
68%
of Solo Travelers look to immerse themselves in nature when they travel
2IN 3
Solo Travelers like to be recognised as travel experts, but prefer leaving the planning to others
DREAM DESTINATIONS
Indian travelers dream about visiting
AUSTRALIA
the most (31%). The top three cities are Sydney, Melbourne, Perth
88%
of Solo Travelers prefer to travel overseas – looking to destinations that are further afield The No.1 reason Indian travelers visit Australia is for beautiful
BEACHES, followed by spectacular natural landscapes
INDIAN TRAVELERS AND TECH
OVER HALF
of Indian travellers feel that hotel brands could adopt more tech to help manage their trip
ALMOST HALF
of Indian travelers value personalisation through tech, more so than travelers from the rest of APAC
46%
of Indian travellers perceive VR as the key source that could help build knowledge
dations from travel agents, online reviews or loved ones on the most interesting things to see and do in a destination.
“It’s clear that travel is no longer just about a beach getaway or an overseas shopping spree. Travelers are on a mission to collect as many adventures and unique experiences as possible. This isn’t just because they want shareworthy content to post online, but also because they want to feel productive and that they’ve made the most of
In addition to the above findings with reference to Solo Travelers, the report revealed some interesting insights about Indian travelers across demographics, broken down by segments such as Couples, Young Families and Older Families:
Indian travelers and tech
Indian travelers see technology’s main benefits as improving the travel experience, helping them build knowledge and making travel more fun. • Over half of Indian travelers feel that hotel brands could adopt more tech to help manage their trip, such as push notifications on their mobile devices or digital check-in for a more seamless travel experience • Indian travelers are also more likely to value personalization than Asia Pacific travelers, such as in-room entertainment that is tailored to hotel guest’s preferences • Almost half of Indian travelers perceive virtual reality (VR) as the key source that could help them learn more about travel destinations • Young Families are more likely than others to use augmented reality (AR) / VR tours, viewing them as being “more fun”
Indian travelers are conscious adventurers
Like many of their fellow avid travelers across Asia Pacific, Indian travelers are interested in experiencing local culture and taking part in activities that give a glimpse into an authentically “local” way of life. • Where they stand out significantly from their Asia Pacific counterparts is their interest in sustainability when they travel and their desire to give something back • Two-thirds of Indian travelers say “sustainability and environmental friendliness” impact their destination choice, compared to 39% across Asia Pacific • Increased interest in conscious travel may be behind their desire to seek out travel experiences that allow them to get closer to nature and/or volunteer to give back to the local community
Aussie holiday: most sought-after for Indian travelers
Australia is the most popular destination in Asia Pacific for Indian travelers, across all segments. • Sydney and Melbourne top the list among all Indian travelers • Sydney and Gold Coast are more popular with Young Families • Melbourne and Perth are more attractive to Older Families
NEW AGE INDIAN SOLO TRAVELLER
their time. By constantly engaging in new experiences, going to new places, and stepping outside of their norm, they feel that they’re regularly progressing in becoming more well-rounded as well as more knowledgeable individuals,” said Sarah Somerville, senior director, customer engagement, Loyalty and Partnerships, Asia Pacific, Hilton.
“Since 2016, Hilton Honors has been offering unique, money-can’tbuy experiences to our loyal guests in Asia Pacific through our Hilton Honors Experiences platform,” Somerville continued. “Members can redeem the Points they accrue to gain VIP access to sporting events, sold-out concerts, and curated experiences, such as an exclusive meeting and dinner with a world-renowned sushi chef in Tokyo, a behind-the-scenes tour of Bollywood’s Film City, finding yourself at a wellness retreat in Shillim, swimming with saltwater crocodiles in Darwin, or taking a helicopter tour of the Great Barrier Reef. Many of these specially curated experiences empower today’s travelers to travel authentically and get a glimpse of the destination’s local culture.”
Moreover, the award-winning Hilton Honors mobile app puts members in control of personalizing their travel experience. Members can digitally check-in before hotel arrival and select the room of their choice from a digital floor plan. Upon arrival, the mobile app also serves as a Digital Key at more than 4,600 properties worldwide, allowing members to use their smartphones to access their room, fitness center, pool and other hotel areas that traditionally require keycard access.
“Travel is undoubtedly an important part of life for Indians, across all life stage segments,. They take more trips over- seas than their Asia Pa- cific counterparts and for them, travel plays a formative part in shap- ing their personality and identity. Solo Travelers, in particular, also recog- nize that their travel ob- jectives have changed. By traveling to a new desti- nation on their own, the sense of complete free- dom encourages them to discover themselves”
Mr. Manish Tolani, Vice President & Commercial Director - India, Hilton Hotels
