Fo­cussed tar­get­ing via in­no­va­tive prod­ucts

TravTalk - India - - Analysis -

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.

Mad­hav Pai

Di­rec­tor – Leisure Travel (Out­bound) Thomas Cook (In­dia)

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