CONSUMER PROFILE INDIA SUMMARY Traveller Profile Motivations for travel Indian travellers choose a destination based on world-class nature, family-friendly attractions, aquatic and coastal experiences and friendly citizens. A destination must also satisfy the rational factors of safety and security and value for money. Where are they going? The most visited destination for Indian travellers is the by a significant margin, followed by, the, and. is sixth on the list in terms of trips taken in 2016, ahead of Macau and.. Where do they want to go? makes it to the top of the consideration set for Indian travellers, in terms of both aspiration and intention to visit. Approximately one-third of Indian consumers intend to travel to in the next two years. Who do they travel with? One-third of Indian consumers travel as a couple. Perceptions of is regarded as a destination offering beautiful beaches, modern cities with nightlife, and a multicultural society. is strongly associated with the importance factors which are most highly ranked among Indian travellers, with being ranked in second position across many factors. is the key competitor for in terms of being perceived to deliver more strongly on these importance factors. Traveller Behaviour How do they prefer to travel? > > The number of destinations visited is higher than that of the average of international travellers, with four destinations typically being visited within an average trip length of nine nights. > > Preferred styles of travel include resort and beach holidays. > > Under half of trips are tour groups, with a shift towards semiindependent and fully-independent travel in recent years. When do they travel? March to July are the peak travel months for Indian consumers, with lead times typically falling between three to six months. For travel specifically to, May and December are the peak travel periods for Indian travellers. How do they plan to travel? For early planning and inspiration, Indian travellers are using a combination of online and offline sources, including talking to friends and family, searching the internet and visiting online flight and hotel booking sites. How do they book travel? When it comes to booking, the majority are doing so via a travel agent, either online, via telephone or in person. One-third prefer to book directly via an airline or accommodation provider s website. TripAdvisor Facts India is the eleventh largest international market viewing on TripAdvisor, at 2.7% of all sessions. In 2015 this figure increased by 10. year-on-year. With India s position as the eleventh largest international market viewing, this represents a relatively small percentage of all the international destinations they are searching. Traveller Snapshot 2017 Sources: 1. Tourism, Consumer Demand Project, 2016. 2. Tourism Research, International Visitor Survey, December 2016. 3. TripAdvisor, Internal Data, December 2016.
INDIAN TRAVELLER PROFILE Market Overview In 2016, India was s ninth largest inbound market for visitor arrivals, 10th largest market for total visitor spend and fifth for visitor nights. 259,900 Visitor arrivals 1 (á 11 per cent) The information in this fact sheet comes from Tourism s (TA) international consumer research study the Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday Business 13% Visiting friends & relatives Education 7% Most important factors when selecting a holiday destination Safety and security 48% World class nature 43% Value for money Family friendly Aquatic and coastal Friendly and open citizens Good food and wine Rich history and heritage Clean cities, good infrastructure Quality accommodation 61 nights *2 Average nights stayed $1.2bn Total spend 2 (á 9 per cent) 29 nights **2 Median nights stayed Read as: 48% of respondents rate safety and security among the top five most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of 2012-2016. Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research, International Visitor Survey, December 2016. Page 2 Consumer Profile India 2017
AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation Millions of trips in 2016 1 4 63% 6 60% 60% 5 5 5 5 5 5 Macau 0.5 0.4 0.4 0.3 0.3 0.2 0.2 0.2 1.2 Read as: 4 of Indian consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #6 for visitation against other out-of-region (OOR) destinations for Indian travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2016. Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the Indian market, performs strongest with respect to aquatic and coastal experiences. Aquatic and coastal experiences have a slightly stronger level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with. Association with % of out-of-region travellers* 65 60 55 50 45 40 High Association with Low Experience Appeal High Association with High Experience Appeal Aquatic and Coastal Food and Wine City Sport and Adventure History and Culture Natural Beauty Wildlife 35 30 Low Association with Low Experience Appeal 30 32 34 36 38 40 Experience appeal % out-of-region travellers* who find experience appealing Low Association with High Experience Appeal Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the Indian market, and while there is a moderate level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence. Page 3 Consumer Profile India 2017
NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited 66% 5 47% 46% 85% 75% 69% 59% 49% 46% 46% Read as: 5 of respondents who have not visited associate with world class nature. This figure rises to 85% among those who have visited. Unique and interesting wildlife not visited Kenya 50% Read as: 50% of total respondents associate with unique and interesting wildlife. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Wilderness/mountain/rainforest areas Remarkable natural environments World Heritage status areas 15% 13% Natural remote coastal areas Tropical islands and beaches Developed coastal 16% Engaging with nature 12% Historical/cultural/religious 10% Escape to secluded relaxing areas 12% Wide open inland/outback/desert areas 6% Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said wilderness/mountain/rainforest environments are an important type of world class nature. Page 4 Consumer Profile India 2017
FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited 3 3 47% 66% 55% 52% 48% 4 Read as: of respondents who have not visited associate with good food and wine. This figure rises to 66% among those who have visited. Current associations with n food and wine Spectacular outdoor dining Fresh food in pristine environments Fish and chips on the beach Fresh seafood A heritage of food and wine culture High grade meat and live stock Multicultural food Backyard BBQs Unique culinary experiences Fine dining restaurants Read as: of respondents associate n food and wine with spectacular outdoor dining. Elements of good food and wine Important types of good food and wine A heritage of food and wine culture Natural fruit and vegetables Interesting street-food Fresh seafood Fresh local produce A range of multicultural food options Award winning restaurants 16% High grade meat and livestock 9% A national style of cooking 10% Renowned cheese and dairy Vineyards/winery Award winning wineries Read as: of respondents said a heritage of food and wine culture is a key element of good food and wine. Read as: of respondents said natural fruit and vegetables is an important type of good food and wine. Page 5 Consumer Profile India 2017
AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited Caribbean 4 40% 5 4 69% Read as: 40% of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 69% among those who have visited. Remote coastal, beach and aquatic locations not visited visited Aquatic wildlife not visited visited Mexico 49% 3 Fiji Japan 57% Read as: 49% of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited 40% visited 53% 4 Read as: 57% of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited Fiji Macau Japan Greece 16% 15% 15% visited Fiji Japan Read as: 53% of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with tropical islands and locations. Page 6 Consumer Profile India 2017
ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 57% n wildlife 47% Island experiences The Great Barrier Reef n coastal lifestyle 4 40% n food and wine The major n cities Rainforests/forests/national parks Travelling around several places Unspoilt natural wilderness 3 3 Read as: 57% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 9% 68% No Unsure Yes Read as: 68% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Natural and wildlife events 68% Major sporting events 62% Family events 6 Food and wine festivals 60% Food and wine festivals 63% Religious events 60% Music festivals Music festivals Local/regional events 57% Arts and entertainment events Cultural celebrations 53% Family friendly events Religious events 48% Natural and wildlife events Arts and entertainment events 47% Local/regional events 57% Sporting events 4 Cultural celebrations 56% Read as: 68% of respondents indicate natural and wildlife events as appealing elements when travelling overseas. Read as: 62% of respondents indicate the influence of major sporting events on destination choice. Page 7 Consumer Profile India 2017
PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Indian consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration General internet searching Online flights booking site Online hotel booking site Friends or relatives that have been before or live there Travel or guide books Traveller review sites Brochures Social media Online travel agent Videos on internet Read as: of respondents indicate general internet searching as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about a holiday destination General internet searching Online flights booking site Traveller review sites Online hotel booking site Friends or relatives that have been before or live there Travel or guide books Social media National tourism website Brochures Sites for specific destinations 3 Read as: 3 of respondents indicate general internet searching as a preferred source for seeking information about a holiday destination. Preferred sources used to book a holiday Travel agent (online) Directly through airline (online) Travel agent (telephone or in person) Accommodation provider (online) Tour operator (telephone or in person) Directly through airline (telephone or in person) Accommodation provider (telephone or in person) Tour operator (online) Other travel booking website Airbnb 3% 1 1 Read as: of respondents indicate travel agent (online) as a preferred source when booking a holiday. Page 8 Consumer Profile India 2017
RESPONDENT PROFILE Gender Male Female Place of residence Delhi Mumbai Bangalore 7% Chennai 5% Kolkata 5% Hyderabad 5% Ahmedabad 2% Living situation Partner and kids Parents Partner Housemates Alone Relatives/family Single parent Other 62% 48% 1 3% 2% 0% Age Under 24 years 25-34 years 49% 35-44 years 45-54 years 55-64 years 65+ years 7% 3% Income Under 5,99,999 5,00,000 to 6,99,999 7,00,000 to 9,99,999 10,00,000 to 13,99,999 14,00,000 to 17,99,999 18,00,000 to 23,99,999 24,00,000 to 29,99,999 30,00,000 to 39,99,999 Over 40,00,000 Employment status Work full time Work part time Full time student Home duties Looking for work Retired Other 7% 5% 3% 10% 12% 1 13% 16% 12% 9% 8% 8% 8 About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India, Indonesia, Japan, Malaysia,, Singapore, South Korea, and. In 2016, the following markets were integrated into the project:, Taiwan,,, and. Over the last five years, Tourism has spoken to over 90,000 international longhaul travellers via online research panels. Want to know more? Fact sheets for seventeen of s key tourism markets can be accessed at: http://www. tourism.australia.com/statistics/ consumer-demand-research.aspx Occupations For more information, please contact: Manager Professional Self-employed Clerical and Admin Other Labourer / trade Sales worker 9% 2% 0% ask.us@tourism.australia.com www.tourism.australia.com @TourismAus Page 9 Consumer Profile India 2017