Study findings:
Vacation Agenda-Family Bonding
People spend more time with their families than with anyone else and tourism in India has been defined to a large extent by family vacations. Thetop reasons for taking a family vacation are to explore new destinations together and for people to bond with their families.
Survey data:
Q6 – 27% of the respondents claim that the top reason to take a family vacation is to explore new destinations together
Q6 – 27% of the respondents claim that the top reason to take a family vacation is to bond with their family
Q6 – 20% of the respondents claim that the top reason to take a family vacation is to explore a popular new destination
Q6 – 19% of the respondents claim that the top reason to take a family vacation is to pamper themselves and rejuvenate
Q6 – 7% of the respondents claim that the top reason to take a family vacation is to embark on an adventure
Secondary Data/Desk research:
• 49% of travellers say they would want to travel more in the future to make up for travel time lost in 2020
• In 2020, most travellers have had extended time apart from friends and family. For many, it appears that distance has made the heart grow fonder as 67% of Indian travellers plan to use future travel as an opportunity to reconnect with loved ones
• In fact, while being apart, 49% have revealed talking to friends and family about travelling is one of their main inspirations to travel again
Other Outcome from the study
Large proportion of Indians remain unaware of the India’s history, culture, geography/destinations, nature, food, but eager to explore
India is one of the oldest civilizations in the world, occupying a sizeable part of South Asia, with its varying geographic locations and terrains, however, the natives find themselves in a tough spot when it comes to having knowledge about their own country.
A large number of people confess that they don’t possess a clear idea about the well-known facts about the country, the history of different states, their wildlife, etc. From local festivals to treasured textiles and breath-taking landscapes, there are many aspects of India that make a wholesome family vacation. However, a large number of Indians don’t know what India has to offer, and interesting facts about different states in the country.77% of Indians mentioned they would only book accommodations if it was clear what health and hygiene policies a destination had in place, with 71% saying they would avoid certain destinations altogether due to safety concerns. An overwhelming 94% of the respondents are reportedly eyeing travelling sustainably in their rebound trips. Making environment-friendly choices, indulging in socio-cultural experiences, and boosting local communities are some of the key trends expected to resurface.
Survey data:
– 60% of the respondents admit that they don’t know much about Indian history, culture, geography/destinations, nature, food, etc.
– 36% of the respondents know what they learned in school and have forgotten most of it
Secondary Data/Desk research:
– Nearly one-third of the respondents (32%) don’t know that the Dalai Lama’s residence is located in Dharamshala
– More than half (55%) of the respondents don’t know that Aipan is the signature folk art of Uttrakhand
– 32% of the respondents don’t know which region of India is best to shop for the famous Maharashtrian Paithani sari
– 39% of the respondents don’t know that the Khajuraho festival is celebrated in Madhya Pradesh
– 30% of the respondents don’t know which region of India is best to shop for Kashmir’s luxurious Pashmina shawl
-Two thirds of the respondents (66%) don’t know that the classical dance of “Kathak” is local to Uttar Pradesh
