Meet the experiential outbound Indian
For most Indians today, travel is not about traversing the distance between point A and B anymore, but rather a voyage of discovery – of new places, but more importantly – of exciting, non-traditional experiences. It looks like the Indian outbound leisure
India is emerging as the world's fastest-growing outbound market - in volume - only second to China, and is expected to reach the 50-mil-
The unprecedented level of wealth creation has spawned a whole new segment called UHNI (Ultra-High Networking Individuals) and eyeing this segment are the multitude of foreign tourism boards. Outlining this demographic is Lubaina Sheerazi, India Representative for Ministry of Tourism, Oman, who says, “The UHNIs are brand-conscious, love to travel in luxury and are experiential by nature. They are willing to go beyond the regular itinerary and travel to newer, upcoming destinations.”
Another short-haul destination Thailand receives a steady inflow of high-end trav-
Indians want to now spend more time understanding a place and getting under the skin of the destination
ellers parallely. Soraya Homchuen, Director of Tourism Authority of Thailand in Mumbai, notes, “We are noticing that some travellers will spend a large portion of their trip staying in budget or mid-market hotels, but will devote the last two to three days and a substantial amount of their holiday budget to staying in a luxury hotel.”
In fact, TUI India is now catering to demand for yacht vacations complete with captain, chef and butler along Thailand’s Koh Samui and Pattaya. It sees similar yacht holiday potential from India for the French Riviera, Greece and Seychelles.
According to Anna Singh, Assistant MD at ATPI India, the latest trend among
Experiential travel means straying from the usual tourist spots, eating at local restaurants and participating in outdoor adventures
FITs is luxury travel. “It is viewed as a status symbol and destinations such as Zanzibar and Marina Bay Singapore are gaining popularity,” she says. For this discerning traveller, Thomas Cook India’s luxury brand has created chic experiences from sightseeing in New Zealand on a Harley Davidson or truffle and beer trails in Belgium; decadent spa and wellness programs at South Africa’s Karkloof spa set in a private game reserve; 45m abseiling down a 350-year old banyan tree in Chiang Mai or Canada’s aurora borealis escapades.
Thailand also welcomes a small percentage of Indians looking for an experience. Homchuen reveals, “We note a strong movement towards exploration that goes beyond a destination’s best-recognised icons. No longer do people want to only visit Bangkok and Pattaya.” Depending on their interests, people are heading towards beach destinations like Phuket, Hua Hin, Krabi, Koh Samui and Koh Phan Ngan or to the hilly regions of Chiang
The number of self-drive holidays has been on a rise and will only increase as Indians opt for flexible itineraries
Mai and Chiang Rai, historic centres like Ayutthaya and Sukhothai or places of historic and natural significance like Kanchanaburi.
The trend is also to spend more time in fewer destinations. Jim Paul, Head of Tourism Ireland (Australia & Developing Markets), concurs. “Indians want to now spend more time understanding a place and get under the skin of the destination. We have therefore launched the self-drive route called the Wild Atlantic Way and also promoting Northern Ireland where ‘Game of Thrones’ is filmed,” he adds.
The Ireland Specialist Program was relaunched in March this year in India. According to Paul, over 300 agents have signed up so far, and they are targetting over 700 agents this year.
Considering the good value available on ground, Indian travellers want to experience varied activities in limited time
Overall there is an increase in interest for ‘involved’ tourism experiences. Sightseeing and phototourism is no longer enough. “People sometimes want to pick up a skill. That’s why experiences like Muay Thai and Thai culinary lessons are becoming popular. It also serves as a great bonding experience for families and groups,” Homchuen adds.
Sheerazi terms this as the most compelling trend among Indians. “Experiential travel means straying from the usual tourist spots, eating at restaurants that locals eat at and participate in outdoor adventures. Destinations known for their natural beauty, cultures and traditions are also gaining popularity. Also, cities that were often seen as gateways to historical and natural environments are now attracting tourists by offering a diverse set of cultural, economic and social activities,” she says.
Indians are even opting for self-drives in New Zealand. Mischa Mannix-Opie, Regional Manager (South & South East Asia) at Tourism New Zealand, sees a rise in spending power of Indians as well as an eagerness to explore new places as against just sight-seeing. “The number of self-drive holidays has been on a rise and will only increase as Indians opt for more flexibility in their itineraries,” she says.
According to Shibani Phadkar, Senior VP - Products & Operations for Leisure Travel (Outbound) at Thomas Cook India, the Indian traveller is no longer satisfied with a cookiecutter package. “The new-age discerning traveller’s bucket list now comprises an eclectic blend of engaging experiences and experimental off-beat journeys. Year 2015 is going to be all about exploring the unexplored,” she says.
The youthful Indian traveller loves the adrenalin rush of adventure options like diving holidays in Oman, Ferrari drives in Italy or super cars in Singapore, ski vaca-