HOLIDAY

INTELLIGENCE
Perspectives on
the Winter of 2010

HolidayIQ
www.holidayiq.com
 HolidayIQ
HOLIDAY INTELLIGENCE WINTER 2010 www.holidayiq.com

India’s domestic tourism

continues to evolve rapidly.

HARI NAIR Lack of good data remains

Founder & CEO the bane of good decision-
HolidayIQ making in domestic tourism.

HolidayIQ’s Holiday Intelligence

Report – Winter 2010 provides a
window to the rapidly moving target
that is Indian Domestic Tourism.
 HolidayIQ
ABOUT HOLIDAYIQ www.holidayiq.com

WWW.HOLIDAYIQ.COM IS INDIA’S FIRST &

LARGEST TRAVEL COMMUNITY.

• www.HolidayIQ.com is dedicated to only Holiday Planning (India’s only portal

dedicated exclusively to helping Indians plan Holidays).

• These factors combine to give HolidayIQ a vantage point on Indian tourism,

particularly domestic tourism.

• HolidayIQ intends to regularly share information & perspective that it is able

to glean from its activities about various aspects of India’s tourism industry.

• Holiday Intelligence is conceived as a series of presentations, white papers,

update notes etc on varying aspects of Indian tourism.
 HolidayIQ
PERSPECTIVES ON THE WINTER OF 2010 www.holidayiq.com

This presentation sets out a few trends that have emerged

on domestic vacations for the winter of 2010.

• The data used in this presentation has been collated from multiple
user actions on www.HolidayIQ.com

• All‘skew’expected from an exclusive sampling of internet users is

likely to be present here.

• The purpose of this presentation is to provide broad perspectives

and not to engage in a rigorous, analytical study. Therefore, all data
and conclusions herewith are to be treated as such.

• The analysis and perspective presented here have been developed

by the Holiday Intelligence team at HolidayIQ.
 HolidayIQ
POPULAR TOURISM DESTINATIONS / WEST www.holidayiq.com

GOA CONTINUES IT’S TOP

SLOT AS THE WESTERN
REGION’S MOST POPULAR
HOLIDAY CHOICE.

• 8 out of the top 10

popular destinations
in the West are in
Maharashtra.
• The Konkan coast is
now a huge tourism
draw and looks set to
emerge as a
competitor to Goa.
• The Lions of Gujarat’s
Sasan Gir have roared
into the Top 10.
 HolidayIQ
POPULAR TOURISM DESTINATIONS / NORTH www.holidayiq.com

PACHMARHI, THE QUAINT

HILL-STATION IN MADHYA
PRADESH IS THE DARK
HORSE WINNER IN THE
NORTHERN REGION.

• Jungle Safari
destinations get strong
preference from winter
travellers.
• Perennial hill-station
favourites such as
Manali, Nainital and
Mussoorie get
vacationers even
over winter.
• 6 out of 10 top slots
go to Rajasthan
destinations.
 HolidayIQ
POPULAR TOURISM DESTINATIONS / SOUTH www.holidayiq.com

EVERY STATE IN THE

SOUTH HAS AT LEAST ONE
DESTINATION IN THE TOP
10 FOR THE REGION.

• Karnataka leads with

3, including the
number one.
• Vacationing
preferences in the
Top 10 cover a wide
range including
beaches, hills, culture
destinations and
jungle destinations.
 HolidayIQ
POPULAR TOURISM DESTINATIONS / EAST www.holidayiq.com

PILGRIMAGE TRUMPS IN
THE EAST WITH PURI
EMERGING AS THE TOP
DESTINATION.

• Traditional favourites
like Darjeeling and
Kolkata face strong
competition from
wannabes including
the beaches of Digha,
Mandarmani ,
Raichak and
Gopalpur.
 HolidayIQ
POPULAR TOURISM DESTINATIONS / NORTH EAST www.holidayiq.com

SIKKIM AND IN
PARTICULAR GANGTOK IS
THE STAR OF THE NORTH
EAST.
 HolidayIQ
TOURISM SOURCE MARKETS www.holidayiq.com

TOURISM IS STILL A
BIG-CITY PHENOMENON.
HOWEVER SMALLER
TOWNS ARE STARTING TO
GET INTO THE ACT.

• The Big Metros of

India contribute the
maximum amount of
Tourism spends
• Three large cities of
Gujarat are in the Top
15 source markets for
tourism in India.
 HolidayIQ
DOMESTIC TOURISM [Inter-region and intra-regional tourism] www.holidayiq.com

FROM TO > WEST NORTH SOUTH EAST NORTH EAST

WEST 58.10% 16.33% 21.50% 2.13% 1.94%

NORTH 15.99% 47.89% 26.02% 6.47% 3.63%

SOUTH 10.26% 4.89% 81.31% 2.08% 1.37%

EAST 5.22% 10.12% 15.14% 57.73% 11.80%

NORTH EAST 13.22% 9.60% 14.11% 26.55% 36.52%

• Inter-region travel is increasing. However, it is still restricted by long

distances and smaller budgets.
• Intra-region travel is significant in West and East, but the highest in South.
South is also the most popular region after one’s own region.
 HolidayIQ
POPULAR STATES www.holidayiq.com

The high degree of intra-

region travel results in
greater share of tourism
for states with larger
source markets, like
Mumbai, Bangalore and
Chennai in Maharashtra,
Karnataka and Tamil Nadu
respectively.
 HolidayIQ
AVERAGE BUDGET www.holidayiq.com

AVERAGE TOURIST BUDGET INDIAN RUPEE (INR)

PER TRIP 11,063

PER PERSON 2,470

PER PERSON PER DAY 1,082

Most demand from domestic tourism has been for budget and mid-range
accommodation.
 HolidayIQ
KEY TRAVEL AND PLANNING PARAMETERS www.holidayiq.com

PARAMETER DAYS

AVERAGE TRAVELLER DAYS PER TRIP 10.23

AVERAGE TRAVELLER DAYS PER PERSON 2.28

AVERAGE PLANNING HORIZON 24.92

As life gets more hectic, trips are getting shorter, with domestic tourists
holidaying only for about two days per trip. But they are planning almost
a month in advance for each trip.
 HolidayIQ
TYPE OF VACATION PREFERENCE www.holidayiq.com

HILLS AND BEACHES

CONTINUE TO REMAIN
MOST POPULAR
VACATION OPTIONS.

• Wildlife and
backwater holidays
too attract travellers.
• However, the most
interesting trend is
the relentless rise of
‘alternate options’
such as home stays,
spa, tented camps,
etc.
 HolidayIQ
LENGTH OF HOLIDAY STAY www.holidayiq.com

PRESSURE ON TIME LEADS

TO SHORT VACATIONS.

• A third of all the

trips were just a
night long.
• Just 9% of the trips
were longer than 4
nights.
 HolidayIQ
NUMBER OF TRAVELLERS www.holidayiq.com

FAMILY TRAVEL IS THE

LARGEST SEGMENT.

• Nuclear and small

family trips make for
more than three-
fourths of all travel.
• Group travel of
more than 5 people
contributes to
almost a quarter of
all trips.
FOR A COPY OF
THIS PRESENTATION
Email:
holidayintelligence@holidayiq.com

HolidayIQ
www.holidayiq.com