The Indian Outbound Travel Market. with Special Insight into the Image of Europe as a Destination
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1 The Indian Outbound Travel Market with Special Insight into the Image of Europe as a Destination
2 Table of Contents Acknowledgements vii About this Report ix Executive Summary xi Part 1 - Indian Outbound Travel Market 1 1 Country Profile Geography Political Situation Population Administrative Divisions of India Economy Private Consumption Business Environment in India Economic Development vs. Potential for Tourism Transport Infrastructure 14 2 Travel Profile Indian Outbound Tourism Outbound Travel Markets Outbound Travel to Key International Destinations Outbound Travel to European Destinations Travel Source Markets Characteristics and Behaviour of the Indian Travellers Purpose of Travel Type of Travellers Single vs. Multiple Destinations Length of Stay Travel Companions Accommodation Booking Patterns Sources of Information Holiday Activities Spending Destination Preferences Repeat Travel 35
3 The Indian Outbound Travel Market with Special Insight into the Image of Europe as a Destination 2.6 Trends in Destination and Holiday Preferences Cruise Tourism Rail Europe Indian Traveller Profile Travel Market Segments Leisure Travel Visiting Friends and Relatives (VFR) Business and Meetings Industry Travel Visa Issues and Other Legal Constraints to Travel Abroad 41 3 Profile and Structure of the Travel Trade Air Access and Connectivity Air Links with Europe - By Airline and City Planned Air Access Developments Structure and Organization of the Travel Trade Travel Agencies and Tour Operators Travel Trade Associations New Developments in the Travel Industry 46 4 Internet Usage and Online Behaviour Internet Penetration and Usage in India Online Travel Planning, Booking and Purchasing in India Indian Travel Sites and Portals Online Marketing Issues for Travel Websites 50 5 Media Usage 51 6 Other Items of Interest National Tourism Organizations with Offices in India Travel Trade Fairs in India 55 Part 2 - Image of Europe as a Holiday Destination in India 58 Background and Objectives 59 7 Interviews with the Travel Trade Image of Europe as a Holiday Destination Spontaneous Perceptions of Europe as a Holiday Destination Prompted Perceptions of Europe as a Holiday Destination Awareness, Knowledge and Perceptions of Individual European Countries Awareness and Knowledge of Individual European Countries Perceptions of Individual European Countries Key Drivers and Barriers to Holiday in Europe Motivations to Holiday in Europe Key Barriers to Holiday in Europe 75
4 Table of Contents 7.4 Profile of Indian Outbound Travellers Characteristics and Behaviour of the Indian Outbound Travellers Potential Customer Segments for Europe/European Destinations Travel Trends in the Indian Outbound Travel Market Growth Prospects for Outbound Travel Growth Prospects for Europe Growth Prospect's in Products and Segments Promoting Europe as a Holiday Destination in India Feedback on ETC 'Europe' Logotype and Portal Homepage Layout Feedback on ETC 'Europe' Logotype Feedback on ETC 'Europe' Portal Homepage Layout Marketing of Europe in India Current Trade Activities for Promotion of Europe in India Trade Support Required for Promoting Europe in India 84 8 Interviews with Consumers Image of Europe as a Holiday Destination Spontaneous Perceptions of Europe as a Holiday Destination Prompted Perceptions of Europe as a Holiday Destination Holiday Associations with Europe Awareness, Knowledge and Perceptions of Individual European Countries Awareness and Knowledge of Individual European Countries Perceptions of Individual European Countries Key Drivers and Barriers to Holiday in Europe Motivations to Holiday in Europe Barriers to Holiday in Europe Travel Behaviour - European Destinations vs. Other Destinations Motivations to Visit Specific Destinations/Regions Characteristics of the Holiday Trip in Different Destinations/Regions Characteristics of the Holiday Trip in Europe Promoting Europe as a Holiday Destination in India Feedback on ETC 'Europe' Logotype and Portal Homepage Layout Reactions to ETC 'Europe' Logotype Feedback on ETC 'Europe' Portal Homepage Layout Focus Groups with Consumers Characteristics of Recent Holiday Abroad Holiday Destination - Motivation to Visit Travel Companions Destinations Visited Travel Planning and Organization Travel Booking Holiday Activities Overall Holiday Experience 118
5 The Indian Outbound Travel Market with Special Insight into the Image of Europe as a Destination 9.2 Image of Europe as a Holiday Destination Awareness, Knowledge and Perceptions of Individual European Countries Awareness and Knowledge of Individual European Countries Image Perceptions of Individual European Countries Future Trip to Europe/European Destinations Motivation to Visit Europe/European Destinations Travel Organization...S ; Ideal Holiday Construct - Key Activities and Experiences Feedback on the ETC Portal Homepage 127 Part 3 - Conclusions and Recommendations Conclusions and Recommendations Marketing Europe as a Destination Brand to Indian Consumers Current Image and Position of Europe as a Destination Brand Marketing Strengths and Weaknesses of Europe as a Destination Brand Suggested Positioning for Europe as a Destination Brand Implementation of the Positioning on the ETC Web Portal Marketing Europe as a Destination Brand to the Travel Trade Other Suggestions for Marketing Europe in India 137 Annexes Annex I List of the Travel Trade Organizations Contacted for Interviews 139 Annex II Questionnaire forthe Travel Trade Interviews 141 Annex III Questionnaire forthe Consumer Interviews 149 Annex IV Guideline Questions forthe Consumer Focus Groups 159 List of Figures 165 List of Tables 167 Bibliography 169
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