Festive travellers are the new hope of the crisis-hit Indian hospitality and tourism sector, says Roop Partap Choudhary
As industries are in the process of rebooting to the new normal after being hit by the pandemic, hospitality — which was one of the worst-hit industries — is also getting back to operations. After the unprecedented and unimaginable scenario arising out of the pandemic, the Indian hospitality sector — which was flourishing with a double-digit growth rate before — is now betting big on the new breed of festive travellers. Those yearning to take a break from the monotony of life during the pandemic, are now finding leisure travel and festive staycations as the best way to rejuvenate and celebrate. There has been a steady increase in the bookings and people are passionately inquiring about the best and safest staycations. The pent-up demand for travel due to the festive season has fuelled new passion and energy to bring back the lost charisma of India’s promising hospitality and tourism sector. These festive travellers are more confident and willing to hit their favourite destinations with utmost safety measures.
As we all know the culturally rich Indian travel and tourism industry was abuzz with international and domestic travellers. India, in recent times, was one of the most preferred travel destinations due to the vibrant variety it has to offer and, in turn, the hospitality industry prospered. But the pandemic and the resulting travel restrictions have completely hampered travel. With 70 per cent of the country’s adult population receiving at least one dose of the vaccine, the recent decision by the Government of India to begin issuing tourist visas again to international tourists arriving by chartered flights is a booster amidst the holiday season. Reopening doors for international tourists will certainly revive the hospitality sector and give a new lease of life to small and boutique hotels.
While domestic travel has already started picking up, this move will create new avenues for inbound travel to recover. The struggle with Corona is not over and is discouraging Indian travellers from venturing outside their own country due to the restricted flights, strict Covid protocols, uncertainty, and lockdowns. This has been a huge hit for the hospitality sector as a considerable revenue stream has been reduced tremendously. One can easily assess that it will take some time for travellers to regain their confidence and things to normalise.
With the arrival of the festive season, domestic travel is resuming. Both explored and unexplored tourist destinations are receiving large numbers of visitors. The market has really been showing positive trends for both air ticketing and hotel business. Bored with a monotonous lifestyle and exhaustive with work-from-home, kids’ online classes or hectic household tasks, people are now desperately looking forward to stepping out. The travellers’ quest to unwind is certainly a big reason for the sector to cheer.
Indian travellers are getting back to exploring but with care. Most are still avoiding crowded public places, preferring indoor experiences, staycation destinations, and remote locations — destinations away from big cities. Health, hygiene, cleanliness, sanitisation and safety are key top priorities; there has been a substantial increase in guests searching for these measures at their preferred destinations. Guests have become extremely cautious of choosing accommodations and want transparency on their preparedness in this regard.
The Indian travel and hospitality sector is very resilient and has always bounced back. This is a huge opportunity for Indian hospitality players to rebuild, reinvent and reboot. It is high time for the industry to set new benchmarks for hospitality, safety, and guest satisfaction. By showcasing truly Indian experiences and destinations, it is time for the industry to gear up with authentic experiences, impeccable services coupled with culinary delights to make the celebration memorable. Global travellers have always looked towards India for cultural experiences and authentic Indianness. So, there is no reason why travellers in the new setup would not appreciate the same.
Although the festive travel trend is not for the long run but with India back in a holiday mood, it is unpacking a whole new chapter for the country’s hospitality industry. Dominant trends such as revenge travel, bleisure, staycations, work-from-home away from home (long duration stays), remote working, vacation rentals, road trips, weekend getaways and now the latest trend of festive travel are all breathing the much-needed new life into the hospitality industry.
(The author is the executive director of Noor Mahal and the Jewel Group.)