Travel portals seek to entice travelers this holiday season
Mumbai: As the holiday season approaches, travel portals are looking to make the most of this opportunity. With the decline in Covid cases, companies in the industry are optimistic about the recovery of business. Travel advertising is also set to grow rapidly as brands seek to reset their relationships with consumers after the big break of 2020.
Travel agencies and online booking portals have launched several new campaigns signaling the return of the ‘desire to wander’. Online travel brand Goibibo has launched its new “Apna Rule Toh Full Vasool” campaign, announcing “Daily Steal Deals” for hotels and last minute flight bookings on its platform. To bring the campaign conceptualized by MagicCircle Communications to life, the company released a series of digital films that are chock-full of relatable slice-of-life moments that talk about getting your “full paisa vasool” no matter what, whether it’s toothpaste, a buffet or a travel offer!
The pent-up demand for travel is expected to drive rapid growth in travel advertising spending over the next several years, but the return to pre-pandemic spending will be long. According to Zenith’s travel ad spend forecast released last week, the fastest growing travel ad growth is expected to come from India, where travel ad spend will be 31% higher than the 2019 baseline. by 2023. Globally, travel ad spend will still be 33% lower. its 2019 level this year, according to the Zenith report. It will be until 2023 for travel to exceed spending levels of 2019, when they hit $ 19.6 billion.
Even though the wider acceptance of Indian vaccines and the easing of international travel restrictions by countries have opened up more choices for Indian tourists, there is still some uncertainty that persists when it comes to travel within the country. post-Covid era.
It is this angst associated with an uncertain or canceled trip that Make My Trip has chosen to address via its new TVC starring the delightful duo of Ranveer Singh and Alia Bhatt. The travel portal in its latest campaign “JoHogaWOWHoga” aims to encourage travelers to plan, book and travel again without any hassle resulting from a cancellation or a refund request.
Shot in a circus arena, the TVC has been cleverly woven around a circus backdrop that is synonymous with high risks and uncertainties – subtly describing the times in which we have lived in recent months. With a humorous narrative, TVC explains how users can book travel without worrying about additional cancellation fees in the event of a last minute change in their travel plans.
The “Sirf MakeMyTrip pe #JoHogaWOWHoga” 360-degree campaign was conceptualized by MagicCircle to explain how travel plans on MakeMyTrip can be worry-free yet rewarding. From a “100% refund on last minute cancellations” at its hotels and host families, to the introduction of the “travel guarantee” feature to help travelers switch to another mode of travel in case from unconfirmed train ticket, to changing travel bookings with just a few clicks on the app via My Trips – the campaign aims to communicate everything.
Sunil Suresh, Marketing Director of MakeMyTrip Group, said: “As travel is back in force and travelers return with evolved preferences, the prospects of serving our customers with richer, more flexible and more flexible travel choices. comfortable have never been so exciting, ”adding that the portal offers“ travel solutions for everyone and for all situations ”.
Club Mahindra, the flagship brand of Mahindra Holidays & Resorts India, has also reached out to travel enthusiasts through its “Jaana Kahaan Hai” campaign featuring “Shershah” actor Siddharth Malhotra. The campaign captures people’s desire to travel and explore new destinations and indulge in new adventures in the new normal.
“There is an extremely strong desire to travel among people. They are eager to try new experiences and visit unusual and unexplored destinations, ”said Pratik Mazumder, Marketing Director of Mahindra Holidays & Resorts India.
Along with leisure travel, the pandemic has also crippled almost all business travel and the MICE sector (meetings, incentives, conferences and exhibitions) for much of 2020 and 2021. To boost business confidence in business travel, Thomas Cook has launched its “Assured Safe Travel Program” which guarantees travel security protocols covering its distribution, delivery and partner contact points in the travel ecosystem.
Thomas Cook (India) Limited, President and Country Head – Vacations, MICE, Visa Rajeev Kale said: “Despite the challenges of the pandemic, our targeted initiatives which included health and safety, have increased business confidence in MICE Travel. With increased demand for physical groups / events, our pipeline for 2022 looks strong and our teams are all set to deliver some truly exceptional programs to delight our MICE clients. “
It would be premature to assume that we have come out of the woods as new variants of the virus continue to emerge. Even though the domestic travel industry expects an increase in visitor numbers at the end of the year, the government continues to examine the relaxation of restrictions on overseas travel in light of the latest threat , requiring that any optimism be accompanied by a note of caution.