From Thomas Cook to MakeMyTrip, travel firms cash in on the festive spirit

Travel companies are combining the growing proclivity for travel in the country and the profusion of occasions thrown up by the ever-growing list of festivals to create a money-spinning narrative. And in the process, positioning their brand of travel firmly on the experience trail and the large flock of milennial travelers.

Both MakeMyTrip, a digital age veteran and Thomas Cook, a legacy travel operator say that festivals and travel on long weekends have opened up the market. There has been nearly 10-20 per cent growth in bookings in the first few months of the year, largely from millennial travellers, say travel operators. 

Rajeev Kale, president and country head, Leisure Travel, MICE, Thomas Cook (India) said that festival tourism is the new trend. He sees it as a desire among India’s new age travellers to get back in touch with their roots. He points to the popularity of festival oriented tours such as Holi in Vrindavan or Mathura and Dwarka. 

The new traveller is also open to sampling a wide range of events, not just those at home. Kale said, “They are also signing up for Mardi Grass, Songkran, and several others in international locations. Extending the weekend by taking a day off work is giving rise to ‘smart weekend holidays’. Both are catalysing our travel demand this year.” Kumbh mela and Holi have helped Thomas Cook clock 20 per cent growth over the numbers it notched up the previous year, the company said. 

MakeMyTrip has a similar tale to tell. "Unlike in the past, where festive travel largely meant traveling to the home city, we are seeing more and more people holidaying with family," said Vipul Prakash, COO, MakeMyTrip. While demand is being fuelled by sharp positioning and smart social media packaging, there is an underlying shift in consumer behaviour whereby people are converting stay-at-home events into occasions for travel. Prakash added that MakeMyTrip witnessed about 18 per cent growth in international and 22 per cent growth in domestic travel during the Diwali holiday season in 2018. 

Hence the elections are also being packaged as a travel event. Thomas Cook has already come up with special post-voting holiday discounts, across domestic and international group tours. All customers need to do is display their inked finger at any of its retail outlets. “With several election dates falling on Mondays or Thursdays, our data reveals that travel hungry Indians are likely to extend their weekends,” said Abraham Alapatt, president and group head, Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook.

Online hotel aggregator OYO said that millennial customers have been driving up its occupancy rates. Its spokesperson said that there was a 190 per cent increase in pre-bookings during the Diwali 2018 as compared to same time last year. And during the Kumbh mela, Oyo saw a huge surge in demand. This led the company to increase the number of residency options on offer.

Ramesh Ramanathan, managing director of Sterling Holidays said that on an average the occupancy ratio at Sterling properties (timeshare facilities) was 68-70 per cent. During festivals, it is 90 per cent with the surge in demand coming mostly from people between 30 and 40 years. 

Travel companies have been strategic in the way they have bundled festivals with travel plans. By creating packages that allow travellers a taste of the authentic celebrations with budget options, experts say they have prised the market further open.

All the players in the fray—be it tour operators, flight and hotel booking aggregators and homestay and hotel owners—have used the digital medium to present travel as a lifestyle product and  an experience of a lifetime. Thus every holiday is a potential travel opportunity say travel and tourism companies, even elections.