Focussed targeting via innovative products
According to Madhav Pai, Director – Leisure Travel ( Outbound), Thomas Cook ( India), despite the sluggish economy, spiralling fares and rupee depreciation, the company has witnessed an increase in outbound travel this summer of approximately 25 per cent. “Our strategy included the launch of innovative consumer- centric products across price points ( super budget, value, to premium), and this has worked strongly in our favour. To give added impetus in a price sensitive market, we released our impactful marketing campaigns of
Despite rupee depreciation, the company has witnessed an increase in outbound travel
‘Holiday pe Holiday, FREE!’ and our unique ‘ Holiday SuperMarket’ concept,” he says. The Tier II & III markets have powered the company’s growth story in 2013 and the new Regional Tours coupled with aggressive expansion into secondary markets has resulted in impressive growth in volumes. In today’s context, quality and value are both equally significant for the Indian traveller and with movement in the rupee, the all- inclusive Group Escorted Tours are seeing impactful growth. Focussed targeting via innovative products paid us rich dividend, he adds.
Director – Leisure Travel (Outbound) Thomas Cook (India)