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Market Briefing for TAT Mumbai’s Market i.e. Western, Central & Southern India


Market Briefing for TAT Mumbai s Market i.e. Western, Central & Southern India Market Briefing for TATAP 2013 * Top Wedding Planners Market Briefing for TATAP 2013 ... – PowerPoint PPT presentation

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Title: Market Briefing for TAT Mumbai’s Market i.e. Western, Central & Southern India

Market Briefing for TAT Mumbais Market
i.e. Western, Central Southern India
Market situation
  • Market Performance to Thailand

Market situation
  • Per capita spend per day by Indian travelers to

Market situation to competitors Indian Tourist
Arrivals to Competitive Destinations in 2011
Market situation to competitors Flight Capacity
from India
Market Trend 2012 - 2013
  • Outbound 2012-2013
  • Market Trend

Market Trend 2012 - 2013
  • New Segment Trend
  • Sea Cruises as a family vacation in tier I II
    cities. Popular cruises focus on Mediterranean,
    Middle East, Europe and Asia Pacific
  • Niche segments Besides family holidays, target
    new niche segments such as couple tours,
    adventure, singles vacations, senior citizens and
    even school / professional study groups
  • The globalization of the private sector Indian
    air carriers to result in increase number of
    travelers. Low cost carriers will also result in
    larger MICE travel for short haul destinations
  • Spain, Turkey, Canada, Scandinavia and Brazil
    will attract a growing number of FIT travelers in
    2011 and 2012
  • Germany and France will continue to grow in
    series and group departures on account of easier
    flight options
  • New group series destinations such as Hungary,
    Poland, Ireland and Trinidad Tobago have begun
    to enter travel trade brochures and itineraries
  • Bollywood tourism has begun to take effect in

Market Behavior
  • Thai food has always been appreciated in India.
    Therefore, the Thai holiday experience should
    capitalize on diversity and project Thailand as a
    multi cuisine destination as Indians look our and
    explore destinations for gastronomic delights.
  • Besides Souvenir shopping, TAT needs to further
    cultivate the high end branded store shopping
    experience similar to the successful key
    initiatives such as ATGS.
  • First time travelers to Thailand now want to
    explore the niche destinations as opposed to
    sticking to the popular itineraries.
  • As per the India Travel Trends Survey 2012
    conducted by Tripadvisor, 72 of the respondents
    stated that for their next travel, they would
    like to indulge in some adventurous activity such
    as wild life camping, scuba diving, hiking and
    white water rafting. Therefore TAT should look at
    including these products in their communication.

Market Analysis
  • Internal Factors
  • Internal Factors The reputation and Thailand
    Positioning of Thailand / Behavior Travel
  • Reputation Thailands is a perceived as a value
    for money short haul destination suitable for
    friends groups and corporate groups. Families
    traveling to Thailand usually stay there for only
    3 nights.
  • Thailand Positioning Thailand is slowly gaining
    recognition as a family destination and more than
    just for shopping and nightlife. Bangkok,
    Pattaya, Phuket and Ko Samui are popular amongst
    the Indian travelers whiles destinations like
    Krabi, Chiang Mai, Hua Hin, Chiang Rai are yet to
    achieve recognition.

Market Analysis
  • Internal Factors
  • Product Services Indians love shopping,
    nightlife and beaches in Thailand but are now
    with increased disposable income they are
    gradually showing interest in
  • - Adventure activities like bungee jumping,
    river rafting, scuba diving etc.
  • - Services such as luxury accommodation,
    luxury dining, luxury transport (yachts,
  • chartered flights etc)
  • - Luxury spas are gaining popularity and in
    high demand amongst the affluent class
  • - Indian families are also considering
    Thailand to host weddings
  • Behavior Travel Pattern Majority of Indian
    families traveling within Asia, include Thailand
    along with Singapore, Malaysia, Hong Kong and
    Macau but revisit to Thailand is considerably
    less due to
  • - Majority of the Indians dont perceive
    Thailand to be a luxurious spot for holidays

Market Analysis
  • Internal Factors
  • Seasonality Indians travel more than once in a
    year due to various reasons.
  • - Multiple holiday and festive seasons
  • - Normally the festive period from
    November January
  • - Summer season from April-June is when
    most Indians plan their holidays.
  • - The number of single travelers,
    corporate travelers and couples traveling
  • times a year is increasing in India
  • - Thailand being a year round
    destination spot proves to be Indias favorite
  • option

Market Briefing for TATAP 2013
Market Analysis
  • External Factors

Market Analysis
  • External Factors

Product Analysis for Thailand
  • Existing Product
  • New Product
  • Thailand is consider one of the top options as an
    Indian wedding destination
  • Over 100 Indian weddings have been conducted in
    Thailand since 2010.
  • Bangkok Pattaya 3 nights 4 days package
  • Thailand clubbed with Malaysia and Singapore for
    a 10 nights 11 days package with 3 days itinerary
    dedicated to Thailand
  • Emphasis on shopping, tourist attractions and
  • Sea Cruises as a family vacation option has now
    penetrated in tier I II cities.
  • Add on of Hua Hin and Kanchanaburi with the
    existing package of 3 nights 4 days
  • 9 nights 10 days itinerary to include Phuket,
    Krabi, Phi Phi and Bangkok
  • 7 nights 8 days itinerary that includes Bangkok,
    Pattaya, Chiang Mai and Chiang Rai
  • Emphasis on exotic locales, adventure, culinary
    tours, golf and luxury

Best Selling Destination
  • Long Haul
  • UK England Ireland
  • Canada
  • China
  • Australia New Zealand
  • Japan

Best Selling Destination
  • Short Haul
  • Thailand
  • Singapore
  • Dubai
  • Malaysia
  • Egypt
  • Hong Kong (mid to long haul)
  • South Korea
  • Macau

Best Case
  • TAT India
  • In the year 2011, Thailand ranked as the number
    one outbound destination for Indians due to
    various reasons
  • - Aggressive marketing carried out by TAT
    in the form of B2B activities
  • - Joint promotions with travel trade
  • - Workshops and training sessions
  • - Education tours
  • - B2C activities like advertising in widely
    read publications
  • - Very successful instant holidays launched
    by partnering with Cox Kings One of
  • Indias leading tour operators,
    Incredible Vacations, Faraway Places Marketing
  • Vacations Exotica
  • Besides with B2C and B2B activities TAT
    concentrated on
  • - TAT placed a lot of emphasis in building
    healthy relationships with the media
  • - Interact with media to get extensive
    coverage in various publications
  • - Better developed media relations resulted
    in achieving positive brand salience amongst
  • our target audience

Joint Promotion with Incredible
Vacations Advertisements Released by Tour Operator
Market Briefing for TATAP 2013
Joint Promotion with Faraway Places
Marketing Advertisements Released by Tour Operator
Market Briefing for TATAP 2013
Joint Promotion with Faraway Places
Marketing Flyers Created by Tour Operator
Honeymoon Flyer
Spa Flyer
Market Briefing for TATAP 2013
Joint Promotion with Vacations Exotica Advertiseme
nts Released by Tour Operator
Market Briefing for TATAP 2013
Best Case
  • TAT India
  • TAT included niche segments in their marketing
    plan consisting
  • - Wedding
  • - Sports (golf and scuba diving)
  • - Single women travellers
  • - Wellness segment
  • This created an image of Thailand as a
    destination that has much more to offer and
    provide value to repeat visitors
  • Special focus on the wedding segment
  • - Organising educational tours for wedding
  • - Release of advertisement with a special
    focus on the wedding segment
  • - This resulted in over 100 Indian weddings
    being organised since 2011

Market Briefing for TATAP 2013
Wedding Segment Advertisements Released by TAT
Market Briefing for TATAP 2013
Wedding Segment Advertisements Released by TAT
Market Briefing for TATAP 2013
The collaboration for achieved goal in 2013
  • Encouraging ASEAN packages for greater growth
  • - Promote tourism in the ASEAN region and
    promote Thailand as a destination that can be
  • included along with itineraries of
    Malaysia, Singapore, Cambodia, Indonesia,
  • etc.
  • - TAT must enter into a joint promotion
    with the tourism boards to promote joint packages
  • - In India, TAT can work together with the
    Malaysian and Singapore tourism boards to
  • promote Thailand Malaysia packages,
    Thailand Singapore packages and Thailand,
  • Malaysia Singapore packages
  • - Promote joint packages for Thailand with
    other countries such as Cambodia, Indonesia,
  • Philippines etc.,
  • - TAT can work jointly with leading tour
  • Increasing per diem spend
  • - To increase the per diem spend of Indians
  • - TAT can work together with tour operators
    specializing in weddings, golf, luxury holidays,
  • single women groups and wellness

Tips or Tactics for Private Sector
  • Product Development
  • - In addition to the time tested the private
    sector should look at new regions of Thailand
  • Chiang Mai, Krabi, Hua Hin Primary potential
  • Ko Chang, Chiang Rai, Kanchanaburi
  • - Indian guide who speaks Hindi, Gujarati
    / or Tamil
  • - Arrangements for Indian cuisine as most
    Indian travelers are comfortable with it.
  • - No tipping policy should be emphasized
  • - Shopping always desired but not at the
    traditional places where zero commission DMCs
    take regular groups
  • - As destination weddings are getting
    increasingly popular in India, the private sector
    must work on developing special wedding packages.
  • - Golf tourism is on the rise in India,
    therefore DMCs need to focus on golf packages.

Tips or Tactics for Private Sector
  • For the Travel Trade
  • - Trained staff to deal with an English
    speaking market
  • - Indian origin owned or staff employees
    have always enjoyed more success
  • - Flexibility in cancellation and changes
  • - Invest in a representation firm that
    deals with hotels/DMCs/tourist attractions in
    order to
  • make your brand the preferred choice
    amongst the Indian travel trade.
  • For your Passengers
  • - Meet and greet by Indian origin staff
  • - Availability of Indian cook for meals
    (Jain food especially)
  • - Medical attention facilities with English
    speaking staff

Tips or Tactics for Private Sector
  • Sourcing / Making
  • - The Indian market finds it comfortable to
    deal with hotels that are friendly towards
  • traditional clothing of Indians (sari,
    salwar etc)
  • - Use hotels / resorts that are child
    friendly as opposed to business hotels or resorts
  • are pure meant for high end couples /
  • - For the Seat In Coach product, it is
    important to note that western passengers does
  • always go well with mid level Indian
    FITs or small groups
  • - DMCs that can provide for vegetarian
    meals (Jain or pure Veg enjoy preference)
  • For Hotels / Resorts
  • - Child day care has made inroads into the
    Indian traveler psyche
  • - South Indian vegetarian food for
    breakfast will score a definitive advantage
  • - Life guard at pool is a must due to the
  • - Provide Indian movies / television
    channels on your in house entertainment system

Market Briefing for TATAP 2013
Trade Show Road Show in Market
Trade Show Road Show in Market
List of main agent / tour operator
List of main agent / tour operator
List of main agent / tour operator
Top Wedding Planners
Top Tour Operators for Golf
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