The Hindu Business Line : A holiday windfall for travellers

This year’s summer holiday season has seen a late start in terms of the consumer travel queries picking up, unlike the last year when advance travel bookings were at an all-time high much before the vacation season began.

According to the estimates of the Travel Agents’ Association of India (TAAI), overall business during this year’s holiday season will see a downturn of 10-15 per cent.

Holiday travel has been quite resilient, says Karan Anand, Head — Relationships and Supplier Management, Cox & Kings India Ltd. “We can safely say that while Indian travellers may not have splurged this time; they have enjoyed a holiday at prices that are at least 25 per cent cheaper than last year,” he adds.

Prices have dropped 10-40 per cent for destinations such as Malaysia, Singapore and Thailand, 10-20 per cent for Europe, and 10 per cent for destinations in the Asia-Pacific — Australia, New Zealand and Fiji. Industry experts say that the discounts could have been higher, but for the dollar and euro conversion rates.

Says Kavi Ghei, Director, TRAC Representations, “Recession has impacted the travel plans of the masses, and the holiday momentum to a certain extent.” But, on the other hand, cash-strapped Indian consumers are being offered the best deals. The holiday trend this year will be defined by ‘short breaks’ and ‘all-inclusive packages with value additions’, he adds. TRAC Representations is a destinations marketing firm.

Corporate travel has taken a backseat, he says. But the leisure travel segment continues to enjoy momentum as highlighted by the PATA (Pacific-Asia Travel Association)-Visa survey which says that even in this time of recession and slowdown, travellers are ready to pay more for experiential holidays, extra services and exotic destinations.

Competitive pricing strategy

Thus, it is not surprising that tourism boards and the travel industry are trying to woo travellers with attractive deals. Consumers are being offered price-competitive deals with value additions such as free sightseeing, entry tickets to excursions, free rides, and companion fares at half-the-price.

Richa Goyal Sikri, Director — Group Business Development, STIC Travel Group, says that travel plans have been adapted to the economic situations. “Travellers have modified their spending plans and have asked for vacation plans which gave them the best value for their money.”

To meet this requirement, airlines have reduced air fares and hotels have slashed room rates, which has made it easier for agents and tour operators to offer customers exclusive cost-effective deals. Outbound travel, including cruise vacations (ranging between nine nights and 10 days), have been in demand this season and short trips or weekend trips have been the trend in the inbound segment, she says.

Cox & Kings’ Anand says the group tour market has done well this year as it is priced competitively. “Those who were on a tight budget opted for such a holiday,” he says. “Travellers have become more cautious, smarter and selective this year,” says Sikri of STIC. “They do an analysis of the offers available and decide accordingly. And there are a plethora of discounted and cost-effective deals available in the market today.”

Value-for-money deals

Wooing tourists to Jamaica, the Jamaica Tourism Board has announced packages at resorts that promise “special savings for families”.

“This summer is a great time to travel to Jamaica, with special savings available island-wide. With options ranging from all-inclusive to a la carte and from rustic to luxury, families are sure to find accommodations that suit their needs,” says John Lynch, Director, Jamaica Tourist Board. For instance, Sunset Resorts offers an all-inclusive vacation at savings of up to 35 per cent for the entire family.

Tourism Malaysia’s focus for the summer season will be to bring within the ambit of the Indian middle-class, price-competitive holidays in Malaysia, says Manoharan, Director, Tourism Malaysia in India. There are all-inclusive ‘short break’ packages for three nights and four days, and five nights and six days. The average package starts at Rs 24,000.

Coming with an ‘affordable’ tagline, Mauritius Tourism’s ‘Mauritius – An Affordable Dream’, a six-night-seven-day luxury package, will includes return airfare on economy, airport transfers, and accommodation in star-category hotels.

The Walt Disney World Resort in Orlando has announced a ‘Summer Magic Your Way’ package at $1,388 (including taxes) for a family of four, which is inclusive of stay at a luxury resort in Disney, return airport transfers and ground transportation inside Disney.

Cox & Kings had an up to 50 per cent cash-back offer on its international group holiday packages and up to 30 per cent cash-back on domestic packages this year. The international destinations included Europe, the US, Egypt, China, Turkey, and Australia. Popular domestic packages included Kashmir, Himachal Pradesh, Kerala, and Uttarakhand. These packages were inclusive of airfare, accommodation, sightseeing, a tour manager and overseas travel insurance.

“We got a good response to our all-inclusive packages to the Far East as well,” says Anand. Cox & Kings had an all-inclusive ‘Super Saver Far East’ package offer for a seven-day package to Malaysia and Singapore at Rs 51,999 and an 11-day package to Thailand, Singapore and Malaysia at Rs 67,999.

Cruises gaining popularity

Cruising is the newest trend that seems to be gaining pace, he says.

“This is because it is a complete holiday where people pay one amount and cruise with all meals included.” Among the popular cruise options are MSC Cruise Lines in the Mediterranean and Scandinavian regions and Super Star Virgo in Singapore. Alaska Cruises are also popular among well-heeled travellers.

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