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India Tan Siew Hoon Regional Director South Asia International Market Briefing 21 November 2006 Primary Key cities: Mumbai and Delhi Secondary cities: Chennai, Ahmedabad, Bangalore, Kolkata, Hyderabad NORTH

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india tan siew hoon regional director south asia

IndiaTan Siew HoonRegional Director South Asia

International Market Briefing21 November 2006

slide2

Primary Key cities:

Mumbai and Delhi

Secondary cities:

Chennai, Ahmedabad, Bangalore, Kolkata, Hyderabad

NORTH

WEST

EAST

SOUTH

rising india
Rising India …..
  • 2nd most populous country with 1.09 Billion
  • Current stage : Expansion, Acquisitons
  • Every Corner …GROWTH, GROWTH…GROWTH…
    • Manufacturing
    • Infrastructure
    • IT
    • In Literacy
  • Young Population : > 50% are less than age 25
  • Dynamic Consumption Trends – From Savings to Spending
indian consumer snapshot
Indian Consumer Snapshot
  • Increasingly affluent middle class (300 million) and is growing rapidly. Per capita income is increasing by around 5% a year, and its per capita expenditure is rising twice as fast.
  • Behaviours: ‘Cash rich/time poor‘, Bragging rights, Demand improved quality on their trips. Travel moves up the list of household spending priorities.
  • Multi-state itinerary: Sydney, Gold Coast/Cairns and Melbourne
  • Booking pattern: Short lead time for booking, pre-planned all inclusive itinerary, predominantly book through travel agents.
indian consumer snapshot6
Indian Consumer Snapshot
  • High maintenance: Start late, sleep late. Change in itinerary while they are still on the trip, transfers are very important
  • Loves: Icons, Cricket, Shopping, Nightlife (discos, pubs, shows & entertainment), Younger generation love soft adventure
  • Meals: Vegetarian vs Non Vegetarian
  • Peak Season : May, Dec, Feb, Oct , April
india trade development
India - Trade Development
  • Highly Fragmented Trade Distribution
    • ITO dominated market (approx 95% of leisure business)
    • Big 4 Operators (25% of the mkt share for Australia) with big marketing budgets:
      • Thomas Cook, Kuoni, TCI and Cox & Kings.
      • Up & Coming : Kesari Travel
    • Medium Size Operators (20% of the market share for Australia)
      • Either wholesalers or retailers (FIT or GIT).
      • Moderate Marketing budgets.
    • Small Operators (40% of the market share for Australia)
      • Retailers, FIT
      • Copy the Big Four itineraries.
      • City specific
  • A Lot of Family Owned Business
products in market what travel agents are selling
Products In Market- What Travel Agents Are Selling
  • Key inclusions :
    • Visiting the Icons (Darling Harbour, Sydney Opera House, Sydney Harbour Bridge, The Rocks, etc)
    • Attractions: Sydney Aquarium, Sydney Tower, Cruise, Sydney Showboats
    • Shopping
  • Day trips to regions
    • Blue Mountains, Hunter Valley, Port Stephens or Canberra
    • Gap to fill: Personalised touring operators
  • Accommodation
    • Ranges from 3 to 5 star, with huge potential for luxury resorts stay - especially for Honeymoon segments
  • Optional FIT inclusions
    • BridgeClimb, Jetboats, Skywalk, Seaplane, Quad Bike
aviation update india
Aviation Update- India
  • The only airline providing direct svc

Key Players

  • 8 points around India. Gd connecting thru Spore
  • Cathay Pacific, Thai International,
  • Emirates Airline, and Air India code sharing with Qantas via Singapore or Bangkok.
  • Qantas Airways
  • 3x weekly from Mumbai to Sydney. Flying time 11.5 hrs
  • Code-share partnership with Jet Airways operating out of New Delhi (Daily from Delhi, Mumbai & Chennai )
  • LCC: Create a new traveler segment from RAIL to FLIGHT!
tourism nsw focus
Tourism NSW focus
  • Capture top end of the Indian market – upscale family, Honeymooners, Potential for mono-incentive groups
  • Increase appeal of Sydney as a must visit holiday destination
  • Maintain 2 to 3 nights’ stay in Sydney
  • Increase length of stay through diversity of experiences in Sydney & Surrounds
  • Increase NSW operators’ awareness & interest in India

Integrated approach for PR & Media (consumers), Trade Development in-market and with NSW operators and Australian ITOs

trade partnership holiday representation trav talk trade publication
Trade Partnership: Holiday Representation & Trav Talk Trade Publication
  • Advertorial & Tactical Ad In Trav Talk

(26,000 Copies Circulation, 120,000 Readers) Sept 06- Jan 07

moving ahead challenges
Moving Ahead – Challenges
  • Increase competition – active NTOS with $$ budget
  • Increased resources by other STOs
    • TQ, Gold Coast Tourism Bureau, MCVB
  • Perception of Sydney as only for 2 nights’ stay
  • Engage ITOs & NSW suppliers: overcome perception that India is a difficult market
  • Manage yield
why should you invest in india
Why Should You Invest in India
  • Small Base, Good yield:
    • Highest TIEV per visitor to NSW (A$2604) across all Emerging markets (China, Korea, etc)
    • 3rd Highest TIEV per visitor to NSW across all markets.
    • Higher than USA (A$1466), China (A$1727), Japan (A$1304), Korea (A$2094) (IVS June 06)
  • No language barrier:
    • Fluent in English and comfortable with international travel.
  • Air transport liberalization
    • more Indian airlines and more foreign carriers adding new services or increasing frequencies.
  • More outbound travel:
    • Growing number of multinationals investing in India = more outbound travel for conventions, incentives and business travel.
  • Higher desirability to visit Australia
    • Marketing impact of Bollywood movies
  • Greater segmentation in the market:
    • stronger demand for travel among families, young people, women and seniors.
    • Growing demand for niche travel products e.g. honeymoon and cruises