The document summarizes travel trends and opportunities in India. It finds that the Indian travel market is growing rapidly, with online and mobile bookings increasing. Urban Indians are taking over 3 leisure trips annually, with two-thirds visiting domestic destinations and one-third visiting both domestic and international places. Digital channels are increasingly important for travel inspiration, research, and bookings, with online aggregators and search engines being key research tools. More Indians are using hybrid online and offline methods to book travel.

1. The Indian Digital Traveler:
Trends and Opportunities
A Phocuswright Research presented by
Ivano Fucci
ODU Movies
29th november 2017

2. Market Overview

3. © 2017 Phocuswright Inc. All Rights Reserved.
0
40
2017
2021
Total Travel Market
Online (Leisure/Unmanaged)
Mobile Gross Bookings
39%
Online penetration
India Total, Online and Mobile Travel Gross Bookings
(US$B) and Online Penetration (%), 2017 vs. 2021
Note: 2017-2021 projected.
Source: Phocuswright’s India Online Travel Overview Tenth Edition
45%

4. Traveler Behavior

5. © 2017 Phocuswright Inc. All Rights Reserved.
3,6
2,7
1,3
Leisure trips
Business trips
Business trip with a leisure extension
Mean trips taken in the past 12 months
Urban Indians Are Taking 3+ Overnight
Leisure Trips
Base: Indian holiday travelers (N=2,481)
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
#phocuswright

6. © 2017 Phocuswright Inc. All Rights Reserved.
68%
28%
4%
Destinations Visited, Share (%)
Only domestic
Both
Only international
One in Three Traveled to Both Domestic and
International Destinations
Base: Indian holiday travelers (N=2,481)
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
Yes
63%
No
37%
First Time Outbound Travel, Share (%)
#phocuswright

7. © 2017 Phocuswright Inc. All Rights Reserved.
Inspiration,
Motivation and
Destination
Selection
#phocuswright

8. © 2017 Phocuswright Inc. All Rights Reserved.
54%
Take recommendations from
friends and family and refer to
email promotions
Search via websites
2 in 5
Base: Indian holiday travelers (N=2,481)
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
#phocuswright

9. © 2017 Phocuswright Inc. All Rights Reserved.
Printed newspapers, magazines or brochures
Websites or applications via smartphone
Online advertising/email promotions
Personal recommendations from friends/family
Websites via computer
0% 60%
Information Sources Used in Holiday Research, Share (%)
Digital Scores Higher Than Offline Information
Sources
Base: Indian holiday travelers (N=2,481)
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
Online
Hybrid
Offline
#phocuswright

10. © 2017 Phocuswright Inc. All Rights Reserved.
Special deal or promotion websites/apps
Social networking websites/apps
Traveler review websites/apps
General search engines
OTA
0%
70%
Websites Used In Travel Research, Share (%)
Online Aggregators and Search Engines Are
Key Research Avenues for Holiday Travelers
Base: Indian holiday travelers who researched via online channels (N=1,871)
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
#phocuswright

11. © 2017 Phocuswright Inc. All Rights Reserved.
Frequent traveler/loyalty programme benefits
My personal information is stored
Past experience with this website/app
Offers the widest selection of travel options
Trust in brand
Provides good trip ideas and options
Offers best prices/deals
Easy to use
0%
60%
Reasons for Using Websites in Travel Research, Share (%)
Ease of Use, Offers and Recommendations Are
Primary Drivers for Using Websites to Research
Base: Indian holiday travelers who researched via online channels (N=1,871)
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
#phocuswright

12. © 2017 Phocuswright Inc. All Rights Reserved.
13%
21%
51%
9%
5%
Travel Booking Channels, Share (%)
Only online
Usually online
Both online and offline
Usually offline
Only offline
More Indians are Using Hybrid Travel Booking
Methods
Base: Indian holiday travelers (N=2,481)
Note: Totals may not add to 100% due to rounding.
Source: Phocuswright's Indian Holiday and Packages Market: Now Empowered, Travelers Take Control
#phocuswright

13. Ivano Fucci | ODU Movies
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