Travel + Leisure - India & South Asia
IT’S A WOMAN’S WORLD
The number of women travellers is increasing at a significant rate in India, show reports. We speak to the stakeholders in the travel and hospitality industry to understand the changing needs and interests of this segment.
QUALITY PRODUCT
Shibani Vij started WeGoBond in 2013. This is a travel company run by women, dedicated only to women, and specialises in leisure travel to offbeat destinations. “Having travelled extensively, I realised that there was a strong unmet demand among urban Indian women for travel to relatively unknown destinations,” Shibani Vij comments. “If the insecurities related to such journeys were eliminated or minimised, then many more women would gladly give up home and hearth, if only for a few days, to travel to remotest India for the most adventurous holiday of their lives,” she adds. What, then, is the typical demographic of this ‘emerging’ segment of female travellers? Are they necessarily unmarried and unattached? Vij refutes this old stereotype by highlighting her clientele that includes women in their 40s, usually married and with a family, but many who are single and independent earners. We got talking to other travel stakeholders to understand where the Indian female travellers are emerging from. The nobrainers would be the metros like Mumbai and Delhi. However, travel agents tell us that there is increased interest from cities such as Pune, Chandigarh, Ahmedabad, and Lucknow as well.
Arun Ashok, regional manager of Luxury Escapes, a high-end vacation package booking platform, comments on the female demographic seen on his platform: “While women comprise on average 35 per cent of users browsing the Luxury Escapes app or website, they only contribute to 8 per cent of buyers, whereas the end transaction tends to be completed by men. This is sharply in contrast with our global scenario, where women are the majority demographic browsing (over 50 per cent) and converting into buyers at a higher rate than men.”
METHODICAL AND PLANNED
High-end travel agents such as Siddharth Bhatia of FSR Travels caters to an ultra-high net worth clientele. He says that his company has always had a lot of direct bookings from women, and this has increased significantly post COVID. “At least 30 per cent of our direct bookings are from women. Our aspiration is to reach a 50/50 split by 2025,” Bhatia comments.
Shashank Gupta, co-founder and director at Brandwidth, a bespoke events and experiences company comments, “We have, in the recent past, received a host of inquiries from all women groups, who want to throw lavish events or organise off-the-beaten-path trips to celebrate a milestone with their girls. From booking out a Rajasthan palace to a Goa villa property, these groups of women are willing to spend big bucks. But the caveat is that it all needs to be impeccably planned from end to end.
Our women clients often tend to personalise details right down to the brand of amenities and proximity to shopping areas.”
The Leela Palaces Hotels & Resorts recently hosted a group of international women travellers with a curated itinerary called ‘The Leela Palace Trail’ across New Delhi, Jaipur, and Udaipur.
The itinerary included guided city tours and the group’s signature experiences. The brand also hosted a group of young influencers for a bachelorette staycation at their Udaipur property. “The itinerary was built around spa sessions, curated dining experiences, and immersive cultural showcases,” says Anjali Mehra, chief brand officer and SVP marketing, The Leela Palaces, Hotels and Resorts.
WHAT DO THE HOTELS SAY?
The hospitality industry’s stakeholders have their fair share of insights to share on the growing importance and changing dynamic of the Indian female travellers. ITC Hotels was among the first in India, a couple of years ago, to introduce EVA floors at their luxury hotels. Female travellers, both Indian corporate guests as well as groups of women from the Middle East, appreciated the fact that the floors are managed by female attendants, rooms come fixed with extra security screens, and that lady guards are always around to attend to them if needed.
Areas such as F&B/MICE require an increased marketing focus on women. Srijan Vadhera, general manager at Conrad Bengaluru comments, “Our event venues and restaurants are frequently used for events hosted by women-led associations like Overseas Women’s Club, Women Indian Chamber of Commerce and Industry (WICCI) etc. We host several events focussed on women in business, and this brings in a significant chunk of revenue.” Be that as it may for business hotels, leisure properties are focussing on bachelorette groups and 40th and 50th birthdays conducted
‘with the girls’. Amit Kumar, general manager of ITC Grand Goa says, “In Goa, at our property, we have seen a surge in women travellers this year within the age group of 30-50. We have emerged as a preferred resort offering in Goa for girl gangs, school reunions, and Sunday brunches. We’ve even seen small groups of female travellers coming in for wellness purposes like yoga retreats. Another source of income is the pre-wedding shoots and brides to be.”