Transcript
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Promoting Australia in the India MarketApril 2009
Darwin, Australia
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Kuoni Travel Group, India | 2 Strictly confidential
Contents
India Overview:
India GrowingTraveling Potential of an IndianOutbound tourism trendRising potential & growth estimates
Segments of interests to Australia
SWOT Analysis for Australia
Awareness Generation
Promoting Australia - The Way Forward
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India Growing
India has been climbing rapidly the world rankings for Outbound Tourism.
India's economy grew an average of 8.1 percent annually in the past threeyears.
India ranks 8th in the world in terms of the number of billionaires.
Super Rich Indians: Over 1.6 million households earning over Rs. 4.5 Mn
(AUD 130,000) or more per year.
Luxury/ Premium market potential of Rs. 650 Bn (AUD 18.6 bn).
Affluent Indians have shown an increase in their leisure travel :No. of Indians taking one or more leisure trips in a year increasing by 16%
No. of Indians taking three or more leisure trips increasing by 200%
Ownership of mobile phones with Internet access grew from 12.3% to 23.7%
Ownership of luxury goods saw an increase from 15% to 19%
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Traveling potential of an Indian is remarkable
India has been climbing rapidly the world rankings for Outbound Tourism.
The World Travel and Tourism Council (WTTC) estimates a 4.5 per cent perannum increase in the total amount of travel and tourism
Indians are also amongst the high spenders on shopping, prefer luxurious stay& visit more attractions than other nationalities
Perfect opportunity to promote exotic/ new places that offer variedexperiences
Evolved Indian travellers are willing to experiment with niche products suchas golf, wine and wellness tourism is gaining importance leading to a rise inexperiential tourism.
Emergence of niche products like adventure sports, luxury holidays, Spa &Wellness retreats, wildlife vacations amongst others.
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India's GDP Forecast (2009 27) is among the highest in the world
Indians are also amongst the high spenders on shopping, preferluxurious stay & visit more attractions than other nationalities
India: Rising Potential Annual growth forecast 2009 2027
Source: Global Insight
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China
India
Africa
SouthwestAsia
SoutheastAsia
CIS
MiddleEast
SouthAmerica
CentralAmerica
World*
Oceania
NorthAmerica
Europe
NortheastAsia
Percentage
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Inbound, Outbound and Domestic Travel
The Potential is Immense
380 mn domestic trips are undertaken every year
Outbound travel crossed 10 mn travelers in 2008
Outbound travel industry growing at a CAGR of 15.5%
Outbound likely to reach 20 mn by 2015
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Indians visiting Australia
The year 2008 witnessed a total of 116,000 Indians visitors, an increase of
22% over 95,200 visitors in 2007. With these numbers Australia hascrossed the 100,000 mark for Indian visitors for the first time. Arrivalsfrom India are expected to perform well, with an average annual growthrate of 17.1% through to the year 2017.
Source: Tourism Australia
There were 458,300 visitors during January 2009, an increase of 3 percent relative to the same month of the previous year.
There were 8,600 visitors from India during January 2009, an increase of14 per cent relative to the same month of the previous year.
Source: Australian Bureau of Statistics, Overseas Arriva ls and Departures
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Source: Kuoni Travel Report India - 2007
India Outbound: Top10 rece ntly visiteddestinations
India Outbound: Top10 Aspirationa ldestination
Rank Destination Last visited % Rank Destination Weightedscores
1 Singapore 17% 1 USA (New York/ Other US) 2044
2 Dubai & Middle East 14% 2 Singapore 1946
3 Malaysia 12% 3 UK (London/ Scotland) 1801
4 Australia 7% 4 Switzerland 1278
5 United Kingdom 6% 5 Australia 1242
6 USA: New York & East Coast 6% 6 Malaysia 1128
7 Sri Lanka 4% 7 Europe 957
8 Switzerland 3% 8 Mauritius/Seychelles 807
9 Thailand 3% 9 Dubai 639
10 USA: California & West Coast 3% 10 Thailand 619
Australia ranks amongst the high aspirational destination for Indian outbound travelers
India: Outbound tourism trend
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Segments of interest to Australia
Leisure
First-time travelers who like to travel in groups
Adventure Enthusiasts
Honeymooners
Looking for value for money
Evolved FIT travelers who prefer to do things their way
Luxury seekers DINKS (Double Income No Kids)
VFR (visiting friends & relatives)
Regular overseas traveler
Keen to explore - open to new experiences
Spends more time in each city
Sports
Sport packages for Indian sport enthusiasts e.g. cricket & tennis
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Segments of interest to Australia
Education- Recognized well known universities attracts Indian students
MICE
Meetings of senior corporate executives-Well travelled individuals- Extend stay after corporate trips for leisure holidays- Not price sensitive
Dealer Incentive groups- Like-minded business entrepreneur- Sponsored trip therefore remain in set itinerary- Price sensitive
Conference and Exhibitions visitors
-Focused group
-Add in a day or two for sightseeing- Price sensitive
- Bollywood
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SWOT Analysis - Australia
Strengths
Works in both Summer and Winter peaks Language familiarity Sport & leisure activities Cuisine suitable to Indian palate Good Sightseeing Due to right-hand drive Indians can get around on their own
Weakness
Airline seat capacity Travel time high - Inconvenience of connecting flights High cost of holiday (Equivalent to a multi-country European holiday)
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SWOT Analysis - Australia
Opportunities
Self-drive MICE Honeymoons Sport packages for cricket enthusiasts Recognized educational universities cater to Indian students
Threat
Fast developing destinations like Africa, Europe, Asia & New Zealandinvesting heavily in India to lure the Indian traveler
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Various destinations promoted by SOTC
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Awareness generation
Mass media
Print Advertising PR Initiatives: Media coverage through press release/ advertorials Direct mailers Emailers SMS Campaign
Others
Travel Agents familiarisation programs Tie-ups with Tour Operators Corporates who have annual incentive group movement Strategic alliances lifestyle brand, etc.
Word of mouth appreciation leading to brand loyalty and increase inretaining customers and creating new customers
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Promoting Australia- The Way Forward
Promote various new destinations & attractions within Australia e.g.
Melbourne Waterfront City, Noosa Beach, Tasmania etc. for first time &second time travelers
Highlight the exclusives in the itinerary that are designed specially for thetraveler:
Wetland & Crocodile Farm Tour, Tandem Sky Dive, Kuranda Skyrail in CairnsAustralian Outback Spectacular, Q1 Observatory Deck, Tjapukai by Night in CairnsTram Tour, Visit the Phillip Island Nature Park & Sovereign HillJet Cruise, Sky Walk and Seaplane ride in SydneyThe Kangaroo Island, A Tour of Barossa, Murray River Highlights, Swimming withDolphins in Adelaide
Holidays to Gold Coast & Sydney with an overnight at Coffs Harbour
Stay at Tangalooma, Blue Mountains, etc.
i li h d
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Promoting Australia- The Way Forward
Attract decision makers (buyers) for Dreamtime 2009 to take place in
Sydney. Dreamtime is the only event that provides influential decisionmakers for high yielding corporate meeting and incentive business with theopportunity to meet face-to-face with tourism businesses and experienceAustralia first-hand at one event
Explore other markets Tier II cities in the country that are emerging markets
with huge potential
Not shift the focus away from the core customer base
Become more visible to the customers by maintaining the marketing andadvertising expenditure
Develop a positioning & communication strategy to capture customerattention
P i A li Th W F d
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Promoting Australia - The Way Forward
Remain true to the customers needs and make sure to continue to sell
more of what the customer wants
Continue to invest in the best growth opportunities
Create innovative value added travel deals
Know the needs of the customer so that you can transform your messageaccordingly
Increase the travel business by working as a team with the travel fraternity
Promote activities that Indians enjoy in Australia that include visiting the
beach, visiting wildlife parks, zoos & aquariums, visiting National andBotanical parks, theme parks, chartering boat, cruises and ferries, visitinghistory and heritage buildings.
I iti ti d t k b K i I di t t A t li
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Initiatives undertaken by Kuoni India to promote Australia
Kuoni India: First to market
The first Indian tour operator to introduce new destinations/ attractions suchas Blue Mountains, Port Stephens, Hunter Valley, Great Ocean Road, PhilipIsland, Hayman & Hamilton Island, Tangalooma, Port Douglas, Canberra &Adelaide, resulting in an increase in the length of stay and spend per person
The only tour operator to promote premium holidays to Australia incl.
accommodation at 4 & 5-star category hotels only, with added sightseeing &inclusions in the tour such as:
ATV rideHot air ballooning with champagne breakfastSea Plane rideLimousine transfers to the Conrad Zingara Show
The first Indian tour operator to launch luxury group tours and privatechauffeur driven van tours to Australia
Ab t K i I di
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About Kuoni India
Based in Switzerland, Kuoni Group is one of the
largest travel company in the worldTurnover: CHF 4.8 billionPresence in over 40 countriesNo. 1 in Premium Segment
Recipient of the Worlds Leading Tour Operator
award for the 11 years in a row, at the World TravelAwards, held on the Turks & Caicos Islands in theCaribbean, in Dec 2008
Kuoni Travel Group India
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Kuoni Travel Group, India is the largest travel company in India & a 100%
subsidiary of the Swiss-based Kuoni Group.Turnover of INR 22 bn (USD 450 Mn)Staff strength of 2,900347 offices8 million customers
Reputed brands of Kuoni Travel Group, India include SOTC, Kuoni Holidays,Sita, HRG Sita, VFS Global & Kuoni Destination Management
Each brand an undisputed leader in the respective travel segment
Dominant presence in all segment of travel: Inbound/ Outbound, Groups(GIT)/ Customised (FIT), India/ NRI, Mass Affluent/ Luxury, Domestic/International, Leisure/ Corporate (MICE), Business Travel/ Visa Services
Kuoni Travel Group, India
Kuoni India: Unmatched distribution network
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Kuoni India: Unmatched distribution network
SOTC is the market leader with over 60 per cent market share in the outboundleisure market. Its distribution network comprises over 175 sales outlets and3,500 premium travel agents retailing the SOTC range of products across India.
B2C Markets
Group Tours CustomisedPackages
175 Sales Outlets and 3500 premiumtravel agents across India
KUONI LuxuryHolidays
B2B Markets
CorporateTours
MICE Trade FairTours
12 Offices and 800 premiumCorporate across India
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Thank You
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