Culture Kite, specialists in the local Indian tourism sector, today released the results from a major national research study, revealing that demand for travel amongst the local Indian community is strong, with 42% of survey respondents likely to travel for leisure within 1-3 months of travel restrictions easing.
Furthermore, 100% of respondents are likely to take between 1-3 leisure travel trips within 12-18 months of travel restrictions lifting, and there was a 40% willingness to book a trip within the first three months of travel restrictions easing.
“Indians are now the third largest migrant group living in Australia with a population of over 660,000 residents, so the local Indian market provides huge potential for the Australian travel industry,” says Culture Kite’s Managing Director Garry Burns.
“There’s no doubt that our travel industry has been decimated by the coronavirus pandemic, however our research findings show a real sense of optimism amongst the local Indian market when it comes to travel. We’re confident that this market will embrace domestic travel once border restrictions and lockdown measures have been eased.”
Additional findings from the research include:
Short trips most popular
The length of travel periods for leisure travel revealed that almost half the target market population (49%) are likely to book a weekend away and over half (53%) expressed interest in travelling for 3-5 days.
Airbnb and Hotels are preferred Accommodation Options
The accommodation choices that the Indian Domestic Traveller is likely to book once travel restrictions ease are Airbnb (62%) and hotels (50%), followed by staying with family and friends (35%), luxury hotels (21%), Motels (16%) and glamping and camping at 30% combined.
Queensland was the most popular travel destination amongst survey respondents, with 48% selecting it as their top travel destination. Other key destinations included NSW (45%), VIC (39%), New Zealand (35%) and TAS (29%). On average each respondent chose between 2-3 leisure travel destinations to visit post the easing of travel restrictions.
56% of respondents were also willing to travel within their home states, 44% to neighbouring states, and 42% across Australia.
Family and Friends matter
The number one factor that will influence the destination choice of the Indian domestic traveller will be the recommendations of family and friends according to 51% of survey respondents.
31% of the target market population stated that they had a bucket list of destination choices that would also determine their next travel destination.
Theme Parks still popular
Theme parks (44%), Markets and outdoor events (42%), Cultural attractions (Zoos & Museums) (41%), Walking food tours (38%), Sporting events (31%), visiting vineyards (30%) and semi soft adventures (Zip line & Bridge climb etc) (30%) were amongst the most popular attractions that the local Indian traveller are likely to book once travel restrictions are eased.
Differences could be found amongst different market segments, for example walking food tours were most popular with Couples (48%), whilst Cultural Attractions were popular amongst families travelling with kids (47%). Overall however, Markets and Outdoor events were the most popular attraction choice with all four travel styles (Couples, Families with Kids, Multiple families travelling together, and Multigenerational families).
About the Research Study
The report, ‘Travel Willingness’ was researched and compiled by Dr Neha Bajaj for Culture Kite. Dr Neha Bajaj has a PhD in Philosophy from RMIT University. Neha’s research interest lies in consumer behaviour and her PhD research focused on understanding the role of networks in the growth of small business within the sharing economy. Some of her other research projects include research studies with VIC Health on household obesity and drinking-related lifestyles, the problems associated with fast fashion, international customer relationship management across cultures, the meaning of cool to consumers and consumer service encounters.
About Culture Kite
Developed by Garry Burns and Himanshi Munshaw Luhar, Culture Kite was formed to assist the travel industry to tap into the lucrative Indian market via their digital services, training programs, content creation and influencer marketing campaigns.
Garry is considered a pioneer of the Indian tourism market, following 18 years working in marketing at Phillip Island Nature Park and Sovereign Hill. In 2016, he established Connect2India, a Mumbai-based sales & marketing agency representing high-profile brands in the market including Zoos Victoria and the NGV.
Himanshi Munshaw Luhar owns and operates Foodie Trails, offering unique food and cultural events across Melbourne. Born in Mumbai, Himanshi has worked with many major institutions in Victoria including the Queen Vic Market, Bunjil Place and Cricket Australia.