Ravinder Thakur

8/4/2019 Ravinder Thakur

1/22

Promoting Australia in the India MarketApril 2009

Darwin, Australia


2/22

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


3/22


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%


4/22


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.


5/22Kuoni Travel Group, India | 5 Strictly confidential

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

0

1

2

3

4

5

6

7

8

China

India

Africa

SouthwestAsia

SoutheastAsia

CIS

MiddleEast

SouthAmerica

CentralAmerica

World*

Oceania

NorthAmerica

Europe

NortheastAsia

Percentage


6/22Kuoni Travel Group, India | 6 Strictly confidential

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


7/22


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


8/22


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


9/22


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


10/22


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


11/22


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)


12/22


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


13/22


Various destinations promoted by SOTC


14/22


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


15/22


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


16/22


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


17/22


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


18/22


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


19/22


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


20/22


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


21/22


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


22/22


Thank You

Ravinder Thakur

Documents

Transcript of Ravinder Thakur