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In a nutshell
India is changing at the speed of light. People
And to get even deeper under the skin of the Indian holidaymaker, Kuoni asked questions of a more personal and searching nature to understand the psychology of what actually happens before, on and after a holiday. We asked 1011 Indian holidaymakers from the ages of 25-65 years to give overall and in-depth insights about their holiday behaviour. Kuoni commissioned Opinion Matters to carry out independent research in November 2010 with a representative panel that goes on a holiday abroad at least once every year. Such surveys will assist Kuoni in coming closer to its customers as well as understanding their deep seated wants and needs from a holiday. The results are outlined over the following pages.
today arent looking for just a holiday; theyre searching for new experiences and even newer locations. They want to be the first to discover. And they want to be the first to talk about their discoveries. Nowadays, a destination is defined by more than just pre-scheduled sight-seeing and souvenir shopping. Impulse takes over itinerary. Local cuisines are experimented with. Local cultures are embraced. There is a conscious attempt to blend in rather than be a fleeting observer. The Indian traveller is gravitating towards unique destinations, luxury experiences, spa escapades, local culinary delights, and shopping holidays. Kuonis Holiday Report 2011 explores the ways in which holidays serve as important speed breakers for frenzied routines. The report explores behaviour patterns before, during and after the holiday and highlights important insights with regard to eating and spending habits, manners and etiquette, physical appearance and emotional behaviour, and of course, holiday romance and friendships. Kuoni is the first and only luxury holiday brand in India. And everything about a Kuoni holiday is luxurious. Every detail of the trip is planned and designed with astonishing attention to the travellers particular taste by a panel of Kuoni Certified Counselors, who are trained as per the companys global standards. Kuoni goes beyond mere holiday planning to outline a memorable experience for their customers. From exotic beach getaways to family holidays, safaris and adventure trips, spa holidays and romantic breaks; Kuoni fulfills the need of any and every traveller, however eclectic or conventional.
Behaviour patterns on the road Perfect holiday preparation Changed culinary habits abroad Facets of holiday relationships Future holiday trends
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in a nutshell Contents
0609 holiday preparations 08 Plan, pack, pamper 09 Dressing to kill 1012 the inner journey 11 12 Recharging batteries Soaking up the sights
1316 holiday behaviour & lifestyle 14 Love thy holiday neighbour 15 Losing inhibitions 16 Spend, spend, spend... 1719 holiday relationships 18 19 Romance is alive on holiday! Forever friends?
2023 Culinary breaks 21 Unknown & unhealthy 22 A taste of freedom 23 Drink & be merry 2427 future holidays 26 Fly me to the moon 28 29 30 trends Coming soon . .. ContaCt
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While men do indulge in these preparations too buying clothes (59%) and exercising (31%) are the most popular they are far more likely than women to not do anything to prepare for their holiday. 4% of men say they do nothing before leaving for a break (compared to only 1% of women).
holiday or destination that will find equal favour with all members, and the approximate budget. But why are we so hell bent on researching everything ourselves when we could simply assign it to an expert a travel company?
Indian women take charge when it comes to pre-holiday preparations from itinerary to pampering themselves leaving less to do for men.
other demographiC variations h 64% of people from Bengaluru buy new clothes for their holiday. h People aged 45-54 are most likely to read up on their destination before they travel (62%). h More than a third of people from Hyderabad diet before their holiday (34%).
For most Indians, cost is generally an important consideration when choosing their getaway. Which is why they demand a detailed cost break-up and minutely inspect every detail of the itinerary. In fact, women are more elaborate in planning the itinerary and are able to extract more out of the holiday, whatever its duration. But it looks like cost isn't the only important consideration while preparing for a trip. Kuoni found out that women feel it is particularly important to look their best when they go on holiday, and are prepared to invest time and money to get the best results. Although reading up on your chosen destination is important to over half of holidaymakers (58%), women make far more elaborate preparations than men, many of them relating to their appearance.
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Dressing to kill
Its not just women who dress differently; men also put their best foot forward on holiday.
26% of men admit to dressing more provocatively at night, and 18% during the day. Nonetheless, 37% of men are happy to go back to wearing traditional attire once they return home. We have seen now that a holiday provides us with a chance to dress differently from everyday life, where we are often restricted to smart work wear or uniforms. It seems that, on holiday, for the Indian traveller clothes are definitely allowed to be trendier. This is also maybe why when asked about who dresses the best on holiday Indians very modestly ranked themselves in first place.
will validate this better than the discerning holidaymaker. For most Indian travellers, a holiday is another excuse for a wardrobe overhaul or to experiment with fashions they wouldnt be brave enough to wear at home.
Others simply enjoy the opportunity to cast off their work clothes and dress casually for a few weeks. Whatever the reason, as long as we look good, right?
The most common reasons for Indians for a new holiday wardrobe could be:
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Just another excuse to shop. A refreshing change from regular wear. Anonymity allows for experimenting. Making the holiday moment special. Men believe in dressing to impress.
According to Indians, the top five fashionable nationalities on holiday are: Indian (64%) British (40%) French (21%) Italian (17%) Swiss (14%)
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Women want to look their best when they strut their stuff on holiday.
More than a quarter of women admit to dressing more fashionably during the day (26%) and 20% dress more elegantly when they go out at night. In addition, 14% of women dress less traditionally during the day, rising to 17% of those aged 35-44. Almost half (49%) wear clothes that remind them of their holiday when they get back home, and 26% show off the clothes they bought when they were away. In addition, 35% of women change their style after a holiday, rising to 36% of those aged 25-34.
Its evident that Indians pay great attention to their attire. They are very conscious about their appearance, especially when it comes to presenting themselves to the outside world. This explains the well-known fact about detailing in their fashion sense; even casual dressing for the Indian holidaymaker is carefully chosen.
other demographiC variations h Older age groups are more likely to say that holidays dont influence their clothing choices when they return home: 38% of those aged 55-65 stated that. h More than half the people from Chennai wear clothes that remind them of their holiday when they return home (51%). h Indians aged 25-34 are most likely to say that Indian tourists are the most stylish (66%). h 18% of Indian tourists dress more formally during the day when they are on holiday.
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Recharging batteries
Younger people, who are presumably less drained by the pressures of life than older generations, can afford to experiment and this naturally gravitates them towards adventure and excitement (45%), as they have a higher risk appetite than any other age group. This is also true of people who are in a relationship without children (45%). People who live in Delhi also share their enthusiasm (46%), perhaps because they are attracted to the frenetic pace of urban life and become easily bored if they dont keep busy. A holiday also provides some vital time out for people to collect their thoughts and ponder their life and current situation. Almost a third of participants say that they long for time to think when they are on holiday, with 27% saying that this gives them an opportunity to expand their horizons. This suggests that their holiday time-out gives people the much needed time to reassess and potentially make changes to their life when they return home.
need to reconnect with ourselves, to reevaluate our priorities and indulge in things that make us happy. Of course, holidays should be fun. But they should also provide us with a valuable opportunity to relax, recharge and reconnect with the people we care about.
This search for inner fulfilment and an enriched state of being has led Indians to search for different spiritual needs in a holiday.
Rest & relaxation (62%) Peace (51%) Connect with nature (48%) Release pressure (36%)
Notoriously long working hours mean that Indians crave some time to switch off and forget about their troubles. It is no surprise to hear that women in particular welcome the break, especially if they are juggling the demands of a career with the needs of their family and hence crave rest and relaxation (69%), peace (61%) and wellbeing (24%). Similarly, men live true to their stereotypes and seek more ego-boosting choices such as adventure and excitement (41%), the opportunity to release pressure (36%) and expand their horizons (27%).
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Its no surprise that travelling also means different things to different age groups: 57% of those aged 45-54 want to see beautiful places and 44% of those aged 55-65 desire cultural experiences. Younger age groups (25-34) are more likely to be proactive in their desire to seek out fun (73%) and adventure (61%). Women clearly want their holiday to feel very different from their everyday lives too: 63% seek out new experiences and 43% want to experience another country.
looking for in general? It seems that we do seek out fun and adventure but also appreciate what rich experiences that both cultures and sights in foreign countries can bring.
The top five include: Fun (72%) New experiences (58%) Adventure (57%) Seeing beautiful places (55%) Cultural experiences (40%)
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other demographiC variations h Holidaymakers aged 55-65 are most inclined to say that they hope to do their part for sustainability when they are on holiday (22%). h 18% of women say that they want to show social responsibility locally and contribute to the area they holiday in. h Almost half (48%) of people say that a holiday gives them an opportunity to connect with nature. This indicates that they spend significantly more time outdoors than they would do when they are at home. h Indians are also a very close-knit race who value relationships. The opportunity to reconnect with people is important to 22% of holidaymakers. h Its mostly people from Kolkata who lament at the fact that urban life makes it difficult to dedicate enough quality time to relationships; with 28% believing that the opportunity to reconnect with people is important.
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account of someone elses behaviour, which shows the Indians emphasis on the importance of holiday etiquette.
The top five holiday dislikes for Indian holidaymakers are: Taking pictures of others without asking (35%) Talking loudly (34%) Littering (33%) Spending indulgently (32%) Dressing to impress (31%)
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As a general rule, women are more pre-occupied with holiday etiquette than men and exhibit stronger disapproval in particular areas. They display a certain level of self-consciousness especially in new surroundings and are quick to reveal that talking loudly is as disgraceful (39% vs 33%) as littering (37% vs 32%), spending indulgently (35% vs 31%) and acting more flamboyantly (30% vs 24%). Men expressed their particular distaste only in one area; namely openly admiring the opposite sex (27%). This is felt most keenly by those aged 55-65 (41%) and people in a relationship with children (29%), possibly because men dont take kindly to others admiring their wives or daughters.
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Losing inhibitions
Indians is anonymity. There is a rare chance of bumping into people we know. This new atmosphere gives us the opportunity to be ourselves, or on a more exciting note, be someone different.
This concerns spending more money (40%), trying new things (36%), wearing different clothes (35%), doing extreme sports (27%) and talking to strangers (24%). 23% say that a holiday gives them a chance to become someone different and adopt an entirely new persona. This clearly indicates a desire to shed inhibitions on holiday, with more willingness in men than women: just 4% of men say they dont do anything out of character when they are on holiday, compared to 5% of women.
In addition, compared to men, women also show a greater willingness to talk to people they dont know when they are on holiday (27% vs 23%). Men also shed their inhibitions when they are on holiday, particularly in matters of love and romance.
Indian holidaymakers say that they do things that are out of character because they: Want to have more fun (61%) Have new experiences (58%) Be more relaxed (37%) Live on the edge (26%) Upgrade their lifestyle (26%)
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However, it seems that women are more motivated by these desires than men (22% vs 20%) as they feel especially liberated by the fact that no one knows who they are.
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necessarily like to overspend when booking a holiday. But what do they splash their hard earned cash on when in holiday mood?
The top five responses are: Local foods (50%) Clothes (48%) Local handicrafts (36%)
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Those aged 25-34 are more likely to spend more than any other age group on clothes (49%), designer items (24%) and a new hairstyle (28%). This perhaps reflects not only a greater preoccupation with their appearance, but also the fact that they are likely to have fewer financial responsibilities like a mortgage or dependent children and a higher disposable income.
In all of these cases, women are more likely to splurge than men.
Some participants even admit that they like to come home with a physical, and in some cases, permanent souvenir of their trip.
15% of Indian holidaymakers treat themselves to a tattoo, rising to 19% of women. Those in the 25-34 age group are most likely to do this (16%) and are also most likely to have a piercing when they are on holiday (6%).
And this is particularly true when it comes to: Beauty treatments (44%) Going on day trips (43%) Shopping for clothes (54%) Local handicrafts (49%) Designer items (32%) Expensive jewellery (23%)
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Whereas men only like to play the big spenders when it comes to indulging on local food or splashing time and cash for their hobby. And which age group likes to spend the most and on what?
other demographiC variations h Men, more than women, express a desire to be naughty and throw caution to the wind when on holiday (16% vs 12%). h Older people in particular, feel liberated by the fact that they dont know anyone: this enables 28% of the age group 55-65 to do things that are out of character when they are on holiday. h 35% of women treat themselves to extreme sports and activities. h Over a quarter of people from Mumbai feel less self-conscious on holiday (29%). h 29% of women want to be different than usual on holiday and 28% want to live life on the edge. h Holidaymakers aged 45+ consistently show higher levels of disapproval and more exacting standards of etiquette than the more self-indulgent younger age groups.
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Holiday relationships
Its often easier to meet new people on holiday than it is in our everyday lives and this presents us with exciting opportunities to build new friendships, enjoy a brief romance or even find lasting love.
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Interestingly, men consider every nationality to be more flirtatious than women, especially the French (34% vs 27%). It tends to be younger holidaymakers who give every nationality the highest rating, perhaps because this group spends more time socialising in bars and clubs during their holiday, and so has more opportunities to flirt and be flirted with: 39% of those aged 25-34 think that Indians are the most flirty, 34% think the British, 32% think the French, 22% think Italian and 15% think Swiss.
The holiday romance is a powerful fantasy which appeals to both men and women. Couples in established relationships hope the holiday will provide them with an opportunity to reinvigorate their relationship, while the unattached aspire to find love, romance or sometimes just a physical relationship, during their trip. More than a third (32%) of Indians hope for some holiday romance and those aged 25-35 are most likely (34%) to feel this way. Its people who are in a relationship without children (42%) who are particularly inclined to hope for a romantic holiday. Men are more likely than women to hope for romance (33% vs 30%) and are also more inclined to seek a relationship (31% vs 22%). Both men and women share an equal desire for love. The holiday atmosphere is particularly conducive to playful flirting too, but which nationalities are the most flirtatious on holiday?
Kuonis research reveals that Indians think the top five flirts are: Indian (37%) French (33%) British (32%) Italian (22%) Swiss (14%)
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The top five are: On the beach (24%) In the pool (15%) On a boat (14%) In a restaurant (14%) In the sea (12%)
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Men tend to be more adventurous in their choice of location than women: 31% of women say that they havent made love in any unusual places when on holiday, compared to 23% of men. Typically, its young holidaymakers who are most likely to get amorous in unusual places, and men are more likely to do this than women.
Very confidently, Indians rank themselves in first place when it comes to flirting. This could possibly be because they mostly like to socialise with people from their own country.
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Forever friends?
In addition, 75% of parents have made friends with other Indians, which suggests that having children encourages adults to make friends, usually because their children play together.
are not the only thing that can flourish on holiday. Even new friendships can develop.
Kuonis research shows that 14% of Indian holidaymakers are most likely to become acquainted with local people from the area that they holidayed in. This rises to 22% of those aged 45-65, possibly because they have made repeat visits to the same holiday destination. On a visit abroad, half of those aged 55-65 have befriended Britons, while a third of people aged 25-34 have made friends with other Indians, perhaps because they are the age group most likely to socialise in bars and clubs.
The top five nationalities that Indians are most likely to make acquaintance with are: British (44%) Indian (32%) French (27%) Swiss (18%) Italian (17%)
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Indians most likely have an affinity to befriend the Brits due to commonality in language. A greater percentage of Indians are fluent in English compared to French, German or Italian. This helps to ease barriers and creates a confident comfort zone.
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Culinary breaks
Eating and drinking is an intrinsic part of any good holiday. We asked Indian holidaymakers what they like to eat and drink on holiday, and how this differs from, and influences, the way they eat at home.
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Over half of Indian holidaymakers (56%) take advantage of this, choosing to eat at different places for most of their meals, and 13% eat out for one meal a day. Expensive restaurants are frequented by older people: 20% of those aged 45-54 like to treat themselves to fine dining experiences, along with 18% of couples who dont have children. Cost conscious families take advantage of all inclusive deals which take the stress out of feeding children; 19% of parents eat whatever food is on offer as part of the deal and a further 16% book all inclusive meals but pay to eat other foods as well. A further 24% of parents take the convenient option of dining in their hotel. In addition, almost a quarter of people eat fast food during their trip (23%): more than three in ten women (32%) do this, along with a quarter of those aged 25-34, and 26% of couples without children. Nobody wants to be stuck in a kitchen when on holiday thats why self catering attracts only 7%. A further 16% play it safe and eat only food similar to home. Just 8% are experimental in nature choosing to sample new flavours and eat only local food. Local cuisine is most popular with holidaymakers aged 55-65: 13% eat only that kind of food, as do couples without children (11%).
other demographiC variations h 19% of people aged 35-44 are most likely to eat only familiar foods from home. h 69% of people aged 55-65 eat at different places for most meals. h 22% of people aged 45-54 eat out for one meal per day.
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A taste of freedom
linger in the Indian holidaymakers mind even after the trip is over.
More than one in five (22%) holidaymakers actually learn to cook dishes they enjoyed on holiday so that they can serve them at home, rising to a third of women. This indicates that a week or two away from home really can awaken our taste buds to the pleasures of global cuisine. Almost a quarter (24%) incorporate foods they have eaten on holiday into the things they cook at home suggesting that they are very likely to stock up on local ingredients, seasonings and spices at the airport. But some of us like to save holiday food for holidays: 20% of those aged 45-54 dream about the food they ate on holiday, but never try to create it themselves.
As a result, a third of holidaymakers visit restaurants serving food that they had on holiday, with 9% admitting to eating out at places that they wouldnt have tried before their holiday. This is no surprise given that 10% of people admit to getting so used to eating out on holiday that they continue to enjoy eating out for most of their meals after returning to home soil.
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meals, delicious desserts and cooling cocktails when were on holiday, which is why most people dont even bother to try.
More than a third of Indians treat themselves to different foods: women are the most indulgent (45% of women vs 33% of men). Women also have a greater tendency to make unhealthy food choices (7% of women vs 4% of men) and eat more than usual (13% of women compared to 10% of men). Kuonis research found that 16% of people drink more alcohol on holiday than they do at home, rising to 22% of those aged 55-65. Although men are more likely to do this than women (17% vs 11%), women like to try the local specialities (42% vs 36%), sip exotic drinks (35% vs 31%) and order expensive drinks (17% vs 14%). When we dont have to worry about getting up early for work, were far more likely to get into the holiday spirit with a few celebratory drinks. However, holiday drinking is most popular among those without children (34%) than who are parents (22%).
other demographiC variations h Holidaymakers aged 25-44 are more inclined to ditch the diet when theyre away: 23% admit to overeating. h 6% of couples without children are most likely to eat unhealthy. h People from Kolkata are most likely to drink more on holiday (20%).
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Future holidays
No doubt, a holiday is the best antidote to daily living and must be taken as often as required. Weve seen the diverse choices and behaviour patterns displayed by different age groups, genders or people from different regions. But how are our holidays going to change in the future?
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Significantly, its older travellers who are most likely to prioritise eco-tourism (38%), sustainability (56%) and exploring unseen places (38%). Younger travellers aged 25-34 are most likely to predict an increased focus on luxury (40%) and extreme adventures (18%). Given that the thoughts, opinions and desires of this younger group will be the driving force behind the holidays of the future, its clear that there is a need to identify an exciting, eco-friendly way to see the world without compromising on comfort and style. And given that almost half of 25-44 year olds believe that going to the moon will be important in ten years time (49%), its evident that when it comes to planning their dream holiday, the sky is, quite literally, not the limit.
will be important when travelling in ten years time, in order to assess how this might impact their future holiday behaviour.
Kuonis research indicates that although exploring unseen places, sustainability and eco-tourism will become increasingly important within the next ten years, luxury will be the top priority for Indian holidaymakers.
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Trends
Top 10 Destinations
Switzerland Singapore h France h Italy h Australia h UK h Maldives h New Zealand h Dubai h South Africa
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Top 5 Destinations
Honeymoon
Switzerland Australia h New Zealand h Maldives h France
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Family
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Senior Citizens
Italy UK h Australia h US h Spain
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Consumer Trends
Private Luxury Journeys Cruises h Castle & Villa Stays h Self Drive Holidays h Spa & Wellness
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Coming soon
12 000 people
e about their
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Kuoni Travel Group, India 8th Floor, Urmi Estate 95 Ganpatrao Kadam Marg Lower Parel (West) Mumbai 400 013 India Parveen Jiterwal Marketing parveenj@kuoniindia.Com T +91 22 6661 7500 D +91 22 6614 2092 www.kuoni.in/holidayreport
Global contact:
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Im interested in the following topics for the Holiday Report 2012 (please list):
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To, Customer Service Cell Kuoni Travel (India) Pvt. Ltd. RNA Corporate Park 4th Floor, Near Collector Office Bandra(E), Mumbai-400 051
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