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The Indian Digital Traveler:
Trends and Opportunities
A Phocuswright Research presented by
Ivano Fucci
ODU Movies
29th november 2017
Market Overview
© 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%
Traveler Behavior
© 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
© 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
© 2017 Phocuswright Inc. All Rights Reserved.
Inspiration,
Motivation and
Destination
Selection
#phocuswright
© 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
© 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
© 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
© 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
© 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
Ivano Fucci | ODU Movies
THANK	YOU

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BTO2017 | TEN - Incredible INDIA - Ivano Fucci

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