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India and Tourism

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As India middle-class population growth continues, we expect first movers will gain comparative advantage to best serve their guests, employees, and shareholders.

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India and Tourism

  1. 1. India and Tourism                     BY   SACHIN  K  BANSAL   SB@CREATINGDEMAND.ORG     CREATE BRAND MARKET www.crea6ngdemand.org   A  quickest     Cogni/ve   connect Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal  
  2. 2. Tourism  emanates  from  societal  structures;  hence  people  are   an  integral  part  of  any  tourism  product.  Socially  sustainable   development  through  tourism  is  envisaged  in  a  manner  such   that  the  socio-­‐economic  benefits  can  span  out  to  all  the  strata   of  society.   www.crea6ngdemand.org   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  3. 3. Travel   and   tourism   is   one   of   the   fastest-­‐growing   industries   and   a   leader  in  INDIA.  It  has  been  a  major   social  phenomenon  and  is  driven  by   social,   religious,   recrea@onal,   knowledge   seeking   and   business   interests   and   mo@vated   by   the   human   urge   for   new   experience,   a d v e n t u r e ,   e d u c a @ o n ,   a n d   entertainment.   www.crea6ngdemand.org   HOW  STAKEHOLDERS  SEE   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  4. 4. Indians,  since  historic  @mes,  have  been  avid   travelers,   with   the   firm   beliefs   of   Panch-­‐ Tirtha  before  death  and  the  social  structure   remaining   close   with   the   family   members,   even   the   farthest   of   kin.   Without   digital   innova@ons,   travel   on   public   means   (even   on   foot   in   certain   cases)   was   the   only   op@on.  The  trend  con@nues  today  also  with   lower  income  households  going  out  for  bus   trips   for   days   together   pooling   in   their   resources  and  visi@ng  new  places.   www.crea6ngdemand.org   GUIDING   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  5. 5. www.crea6ngdemand.org   For   companies   the   product   posi/on   is   product   posi/oning   is   more   about   targe/ng   the   consumer's  percep/on.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  6. 6. The   country’s   rich   history,   cultural   heritage,   beauty,  diversity  of  religion  and  medicine  fascinate   budget  and  luxury  travelers.   www.crea6ngdemand.org   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  7. 7. India  has  many  races,  ethnici/es,  cultures  and  tradi/ons.  For  the  tourist  with   leisure/  recrea/on  mo/ve,  the  posi/oning  happens  from  two  aspects:  one,   from   the   centre's   perspec/ve,   the   promo/onal   ethos   focuses   upon   the   individual   or   collec/ve   conscience,   'self-­‐enlightenment',   'discovering   one's   own  heritage',  or  'connec/ng  with  the  spirit  of  na/onal  integrity'.   www.crea6ngdemand.org   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  8. 8. With   increasing   disposable   incomes,   modernized   lifestyles   and   beUer   life   quality,   the   leisure   and   recrea/on   sector   in   tourism   has   emerged   as   the   biggest  aUrac/on  for  the  domes/c  tourist  in  recent  years.   www.crea6ngdemand.org   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  9. 9. www.crea6ngdemand.org   Tourism   in   India   has   registered   significant   growth   over   the   years.   This   has   been  led  by  growth  in  both  leisure  and  business  tourism.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  10. 10. www.crea6ngdemand.org   Tourism  for  the  middle  class  city  dwellers  has  become  an  important  getaway   from  the  busy  schedule  of  urban  lifestyles.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  11. 11. www.crea6ngdemand.org   With  the  des/na/ons,  interests  and  economic  scenarios  constantly  evolving,  the  profile   of   visitors   within   domes/c   tourism's   ambit   is   also   changing.   While   the   religious   and   social  visits  will  always  remain  the  biggest  reason  for  domes/c  travel  undertaken,  now   cross  cultural  exchange  between  des/na/ons  are  more  common  with  Indians  realizing   the  op/ons  that  the  sheer  geographic  size  of  India  offers.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  12. 12. www.crea6ngdemand.org   Building   aspira/ons   of   local   communi/es,   which   would   not   only   provide   for   a   more   authen/c   tourist   experience,   but   also   aUract   a   stronger  community  support  for  tourism.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  13. 13. www.crea6ngdemand.org   PROMOTION  METHODOLOGY   While   inbound   tourism   dictates   that   marke6ng   and   promo6on   lines   have   to   simultaneously  project  the  country  as  a   des6na6on   while   highligh6ng   the   different   USPs   of   each   state,   domes6c   tourism  is  where  the  states  come  out  a   bit   more   aggressively,   compe6ng   for   a   piece   of   the   lucra6ve   leisure   and   recrea6on   segment,   since   religion,   VFR   and   business   are   segments   where   marke6ng   and   promo6on   has   liYle   scope   to   influence   the   propensity   to   travel.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  14. 14. www.crea6ngdemand.org   Many   des@na@ons   in   the   country   fail   to   realize   their   w o r t h   o w i n g   t o   p o o r   connec@vity  op@ons.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  15. 15. www.crea6ngdemand.org   Most   of   the   players   in   the   tourism   industry   are   SMEs.   The   unorganised   sector   dominates   the   industry   in   India.   Hotels,   airline   companies,   and   tour   operators   form   the   organised   sector.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  16. 16. www.crea6ngdemand.org   Specialist   travel   service   providers   a s s i s t   t o u r i s t s   w i t h   t r a v e l   arrangements.   These   providers   include   travel   agencies   who   are   involved  in  retailing  of  travel  products   directly   to   the   tourists   (individuals   or   groups).  They  provide  informa@on  on   different   travel   des@na@ons   and   advise  customers  on  travel  plans.  They   also   sell   associated   products   such   as   insurance,   car   hire,   and   currency   exchange.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  17. 17. www.crea6ngdemand.org   Business   travel   agencies   specialise   in   making   travel   and   accommoda@on   arrangements   for   business   travelers   and   promo@ng   conference   trades.   The   tour   operators   provide   packages   for   individuals   while   the   principals   provide   basic   travel   and   tourism   related   services.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  18. 18. www.crea6ngdemand.org   Tour   operators   offer   holiday   packages   which   comprise   travel   (road,   rail,   sea,   air   as   well   as   to   and   from   the   des@na@on   airport,   car   hire,   e x c u r s i o n s ,   e t c )   a n d   accommoda@on   (hotels,   guesthouses,  apartments,  etc)   services.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  19. 19. www.crea6ngdemand.org   Transport  service  providers  could  be   airlines,  cruise  lines,  car  rentals,  and   rail  companies.  A  tourist’s  choice  of   transport   would   depend   on   the   travel   budget,   des@na@on,   @me,   p u r p o s e   o f   t h e   t o u r ,   a n d   convenience   to   the   point   of   des@na@on.   Accommoda@on   could   be   hotels   and   motels,   apartments,   camps,   guest   houses,   lodge,   bed   and   breakfast   establishments,   house   boats,   resorts,   cabins,   and   hostels.   In   addi@on,   tourists   also   require   catering   facili@es,   which   a   variety   of   outlets   for   food   and   refreshments   offer.   These   include   hotels,   local   restaurants,   roadside   joints,   cafeterias,   and   retail   outlets   serving  food  and  beverages.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  20. 20. www.crea6ngdemand.org   Another   major   component   of   the   travel   and   tourism   industry   is   ‘aRrac@ons’   such   as   theme   parks   and   natural   aRrac@ons   including   scenic   loca@ons,   cultural   and   educa@onal   aRrac@ons,   monuments,   events,   and   medical,  social  or  professional   causes.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  21. 21. www.crea6ngdemand.org   The   tourist   informa@on   and   guidance   providers   include   a   number   of   service   providers   such   as   those   offering   insurance,   recrea@onal,   communica@on,   and   banking   s e r v i c e s ;   g o v e r n m e n t   agencies;  tour  guides;  industry   associa@ons;   packaging   agents;   @cke@ng   agents;   and   holiday  sellers.   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  22. 22. Ini/a/ves  to  achieve  the  traveler  experience   •  Skill  Development      Enhancing  the  ins6tu6onal  infrastructure  of  Hospitality  Educa6on  by   –  Hospitality  EducaDon  to  be  broad  based  to  cover     •  Skill  development  through     –  Infrastructure  Development   –  Hygiene  and  SanitaDon   –  MarkeDng,  Branding  &  PromoDon   www.crea6ngdemand.org   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  23. 23. Reputation to overall gains www.crea6ngdemand.org   Strategically  connected  with  clients,  engaging  and  involving   them:       • How  to  get  closer  to  customers?   • To  build  brand  awareness  and  enhance  loyalty?   • To  posi6on  new  products  and  services  for  the  effec6ve   market  penetra6on?   • To  fulfill  what  customers  really  desire?   SpecialDes     Brand  Strategy,  business  entry  &  planning,  product   development,  internet  marke6ng,  trade  distribu6on,  public   private  partnerships,  sustainable  tourism  management  and   investment  promo6on.   Crafting, Operationalizing and Implementing Growth Strategies to maximize opportunities in emerging geographies; experience as my strong resource and capability Sachin  Bansal   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect
  24. 24. SACHIN  BANSAL-­‐  Chief  Explorer   INDIA  :  +91  97111  90192     sb@crea6ngdemand.org   www.crea6ngdemand.org   facebook.com/crea6ngdemand   DELHI LONDON MELBOURNE NEW YORK ITALY www.crea6ngdemand.org   Copyright  2014-­‐2015        Presenta6on  by:  Sachin  Bansal   A  Quickest    Cogni/ve  Connect

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