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Decoding theIndian Traveler What's inside ForewordBackground and objective 2.Exploration&InspirationHow travelers discover new destinations andget ideas for their trips 3.Research & PlanningSources used for information andbooking Traveler Archetypes4Introducing 4 emerging traveler groups 5.Destinations UnpackedTop locations for Indian travelers 6.Marketers PlaybookGoogle solutions for unlocking the new traveler Indians' love for travel continues to drive strong travel demand, As per Google data, India is one of the fastest growingglobally.This isIndia'stime toy!Andthat'swhyGoogleKantarcametogethertocommissionresearchtodeliverafirst The research was conducted to explore 4 key objectives - Exploration & Inspiration, Research & Planning, TravelerArchetypes and Destination Dupes. Desire to travel is piqued from many sources and several digital touchpoints play arolein this. The report attempts to capture top sources of inspiration. As planning gets serious, use of research tools intensifiesare referenced on aatching up fast. Diversity of need-states mean there are many traveler types and the report captures4 key archetypes and their unique behaviors, Indian travelers are keen to explore both international destinations as wellin pecking order and the report captures the top and trendingdestinations 1.Foreword India witage groups of 18-45+, The research was balanced across primary decision makers & influencers in the decision-making.We are confident that this report is uniquely positioned to help travel ecosysterm understand the Indian traveler better and Roma Datta Chobey Managing DirectorDigital First Businesses, Google India 2.Exploration &Inspiration Exploration&inspiration Googleproducts aredominant when it comestoinspiration-YouTubeand Searchsupported byspecifictravelproducts From first time travelers to globe trotters, Indiansfind the inspiration to travel online Google products are not only widely used buthighly influential when looking for travel inspiration CRITICAL TOUCHPOINTS Uuse YouTube for travelnspiration,the#1searchInstagram,ete usedsources.1in3IndiantravogleMaps/GoTravel as a source oinspiration For Indian travelers, Al is rapidlyemerging as a game-changer fortravel inspiration, with adoptiongrowing significantly. touchpointused, on average18% trips involved jet-setting heavily rely oncreatorsfotravel inspiration Google |KANTAR Creators make aspirations seem attainable;they are revolutionising discovery throughexciting&engagingcontent Which information fromcreators is most useful? YouTube's Role InInspiration Which information is sought on YouTube? Videos Info on flights todestinatior Informationonavailable Infarmationo Exploration&inspiration Role of Search in Inspiration Which information is sought on Search? Search continues to remain the biggest influencerfor INSPIRATION too! Contrary to popular beliefthe journey can start with an INTENT too! Informationonkey activities Informationonaccommodation Destinationinspiration Best time of yearto visit Accuratemapsofdestination 3.Research &Planning Research & Planning Trust is critical Onlinebookings The role of OTAs Indian travelers prefer the convenienceof booking their travel online, if they havea choice. And there's benefits to travelbrands embracing online bookers - theyresearch more, spend more, and travelfurther. Multiple sources are referenced whenresearching and planning travel (7touchpoints on average), OTAs are oneof the most critical touch points - theyare a one-stop shop for information onaccommodation,flights,activities,plusvalue add services like connectivityproducts, upgrades and payment plans. Brand trust has the power to drivetravelerstochooseaccommodation andairline brands and travel bookingplatforms. Securing a great reputation.delivering to customer expectations,acting with integrity, being authentic,reliable,relevantand transparent all helpto build trust. Used an OTA onaverage whenresearchingaccommodationor #1 Prefer to book their triponline, If they have thechoice Trust drives choice ofaccommodation andairline brands Research & Planning Research&Planningchannels From research to booking, travelers are increasinglymore dependent on digital touchpoints Travelers rely heavily on Search, YouTube andOTAs for accommodation and flight research 24%OTA /aggregator website18%Hotel or accommodationbrand website%6Vacation rental website touchpoints used,on average 个15% 97% usedonline68% usedoffline pasn %L6online70% usedoffline touchpoints used,on average prefer to book their 个85%prefer to book theirtrips online 25%OTA / aggregator website20%Airline brand website12%Hotel or accommodationbrand website Key Touchpoints OTA/Aggregator site Google KANTAR Research & Planning What is searched about airlines What is searched about hotels Popular“Bundling'Elements Appealing Additional ServicesSome travel agents offer extra services totravelers. Which of the following servic