Bar + Beach= A Party! For Indian Travelers: Expedia Flip Flop Report

On July 19, 2012 at 09:09 AM

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Study reveals that while the global traveller relaxes on a beach, Indians are a sharp contrast and prefer beach vacations with ‘new experiences’

 Expedia.co.in®, the world’s largest online travel agency, today released the results of the 2012 Flip Flop Report, an analysis of behavior and preferences among beachgoers in Asia, North America, South America, Europe and Australia. The survey highlights the shift towards experiential travel amongst Indians. The online study was conducted by Harris Interactive, on behalf of Expedia, from February 14 to March 21, 2012, among more than 8,000 adults in 21 countries.

“The survey reveals that as opposed to the general perception of high price sensitivity, the most important criteria for Indians to decide on a beach vacation is food and beverage reputation as well as the novelty of the destination,” said Manmeet Ahluwalia, Marketing Head, Expedia India.

“In fact, when Indian adults were asked to choose between spending time at the beach and spending time with family, among other options, the beach won handily. 80% of Indian travelers are already planning to go for a beach vacation within the next 12 months. To help them do so, we have great deals on domestic or overseas travel and a free holiday to be won every hour”he added.

To view/ download the survey info graphic, please click here

Appended are the national and regional findings of the survey:

The popularity of the beach is unsurpassed

Globally, 52% of adults plan to holiday at the beach in the next 12 months, compared to 45% who said they took a beach vacation the year prior. And while the average stays for a beach vacation is 7.7 days globally, Indians fall below average at 5.4 days. Koreans, Japanese and Singaporeans appear to prefer beach weekends to extended stays. Additionally the specific findings for Indians include:

· Given a choice 30% would opt for beach holiday with plenty of relaxation time, 27% for romantic holiday with spouse/partner and only 14% would prefer most to visit family  or friends

· Preferred season for a beach vacation is summer (55%) over winter (23%)

F&B wins hands down over cost of travel

· Food and Beverage reputation, along with novelty of the destination, (77%) have the highest importance, with the total cost of travel ranking at 5th position (71%). India ranks highest globally in giving preference to food and beverage. Other factors include fun night life (69%) and activities offered at the beach (67%).

· Indians place new experiences over relaxation, with over 60% travelling for the experience of another culture alongside being on the beach

· Most Indians (36%) start the planning process 1-3 months in advance

· 71% Indians are prepared to spend INR 15000 or more on a beach trip

· 60% select a beach destination on the basis of available internet access

· 64% decide on a beach destination depending on the time taken to reach there

· Over 56% now consult magazines, travel sites and research for destinations and 60% use recommendations from friends, peers or family

· Amongst different criteria for beach preference, 76% of Indians prefer to go to a beach with tourist attractions near the beach or surrounding area, followed by water & sand quality (73%), weather predictability (68%) and secluded beach environment (61%)

· 68% Indian women look for a secluded beach environment

For Indian beachgoers, Bar + Beach=Party!

Relaxing and sunbathing were the top two activities among beachgoers across the five continents included in the Flip Flop Report, with Indians being exceptions-

· 54% Indians have had dinner on the beach

· 49% have gone swimming

· 42% have spent time beachcombing

· Bar + Beach = A party! Indians lead the 21 countries in having participated in bar games and contests

Most Indians like to go to beach with their spouse or group of friends!

· Travel partners at the most recent beach vacation in include spouse/partner (59%), friends (47%) and parents (23%)

· India leads all countries surveyed, with 47% of Indian beachgoers having travelled with their friends

· 49% men & 42% women in India travel with their friends

· India (23%) and Brazil (24%) have the highest number of beachgoers globally travelling with their parents

Indians prefer Asian and North American beaches

· Highest preference for APAC beaches (49%), followed by North America(21%), Australia at (8%), Africa (5%), South  America (mostly Brazil at 3%) and Europe 1%

· Most popular APAC beach destinations for Indians include Goa (22%), Thailand (7%), Maldives(5%), Other beaches in India (2%), Bali (1%) and Malaysia (1%)

· Coveted beach destinations in North America include: Florida (12%, mostly Miami), Hawaii (3%), Caribbean (2%), California (2%)

Region specific survey findings (Delhi, Mumbai, South India)

Vacation preferences

· 57% Indians went for a domestic beach on their most recent beach trip while 43% opted for an international beach

o   Mumbai took the highest share of domestic vacations at 60%

o   Delhi led the international front at 47%

· 80% Indians plan to take a beach holiday in the next 12 months

o   Highest for Delhi (84%), followed by Mumbai (81%) and South India (78%)

· 53% Indians plan to visit a domestic beach while 47% plan for an international beach destination over the next 12 months

o   Mumbai is again expected to take the highest share of domestic vacations at 59%, and Delhi to take the lead in international destinations at 55%

Vacation Planning

·  The survey highlights considerable amount of planning that starts mostly at 1-3 months in advance (36%) or even 4-6 months in advance (29%)

o   South Indians start the planning process mostly 4-6 months in advance (32%)

o   Mumbai travelers mostly plan their trips 1-3 months in advance (47%)

· Over 56% Indians now consult magazines, travel sites and research for destinations

·  Duration of vacation:

o   Delhi travelers mostly prefer to take a vacation ranging from 6-8 days at 41% which is similar to the global average

o   South Indian travelers prefer 4-5 days (38%) followed by Mumbai (34%)

o   Mumbaikars the highest to take a 1-3 days breaks

Criteria for selecting the beach destination

· Food and Beverage reputation (77%) has the highest importance, with the total cost of travel ranking at the 5th position (71%). India ranks highest globally in giving preference to food and beverage. Other factors include fun night life (69%) and activities offered (67%). Other decisive factors include:

1. Price of the flight- Delhi (78%), followed by South India (65%) and Mumbai (56%)

2. Recommendations from friends/ family members (67%) and South Indians place the least (57%)

3. New location is the most crucial criterion for South India at 81%

· Delhiites place highest importance across regions in the following considerations while planning their holiday

1. Activities around the beach (78%)

2. Outdoor activities like golf/ tennis at 66%, while the national average being 56%

3. Night life (78%)

4. Secluded beach environment (71%)

Activities on the beach

· Delhiites are the most connected people while on vacation, top the chart with 73% looking for internet availability while deciding their destination, while the national  average being 60%

· Over 54% Mumbaikars prefer doing nothing while at a beach destination way above the national average of 34%

·  Bar + Beach = A party! dominated by Delhiites at 49%

· Other activities that Indians have started to participate, include-

1. Massage at the beach (27%) with highest number of Delhiites at 37%

2. Indians are enthusiastic about bar games (22%), fishing (24%), body surfing (21%), sunbathing (19%), jet skiing (17%), water skiing (16%) and nude sun bathing (8%)

3. Delhiites show the highest propensity for nude bathing at 16%

4. Mumbai ranks highest in posing for pictures that you don’t want your business associates to see at 20% closely followed by Delhi at 19%

 

Travel partners of choice

·  Travel partners at the most recent beach vacation include spouse/partner (59%), friends (47%) and parents (23%)

1. South Indian travelers travel most with their parents (25%) and spouse (63%)

2. Delhiites travel least with parents (16%)

3. Delhiites and Mumbaikars travel most with their friends, at 49% followed by South India at 46%

· For the next beach trip 63% want to travel with their spouse, 43% with friends and 31% with parents

1. South Indian travelers to holiday with mostly parents (36%) and least with friends

2. Delhiites to travel most with their friends (47%)

3. Delhiites to increase travel with parents from 16% in their last trip to 24% in next

·  While globally 4% are solo travelers, Indians amongst the lowest

Popular beach destinations for Indians

· Highest preference for APAC beaches (49%), followed by North America(21%), Australia at (8%), Africa (5%), South  America (mostly Brazil at 3%) and Europe 1%

· Most popular APAC beach destinations for Indians include Goa (22%), Thailand(7%), Maldives(5%), Other beaches in India (2%), Bali (1%) and Malaysia (1%)

· Coveted beach destinations in North America include: Florida (12%, mostly Miami), Hawaii (3%), Caribbean (2%), California (2%)

Survey Methodology

This survey was conducted online by Harris Interactive on behalf of Expedia.com from February 14 - March 21, 2012 among 8,599 adults, 18 and older, in the following countries: the United States (501), Canada (1,249), Mexico (400), Argentina (312), Brazil (308), United Kingdom (402), Germany (423), France (414), Italy (437), Spain (418), Norway (300), Sweden (300), Denmark (300), Ireland (300), Netherlands (300), Japan (429), India (438), South Korea (346), Singapore (321), Australia (400), and New Zealand (301). This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.

About AirAsiaExpedia

AirAsiaExpedia is the joint venture company between the world's leading online travel company, Expedia Inc. and the world's best low cost airline, AirAsia. Headquartered in Singapore, AirAsiaExpedia operates Expedia’s businesses in India, Japan, Southeast Asia and East Asian markets and the AirAsiaGo.com business across Asia. In India, AirAsiaExpedia operates Expedia.co.in, a full service business helping Indian travellers plan and book their travel by offering them a comprehensive inventory of hotel accommodation, flights and tourist attractions from across the world. Its comprehensive inventory features more than 149,000 hotels, 438 flights and 5, 000 holiday activities and attractions from across the world. 

With products like ‘Build your trip’ consumers not only have the freedom to create their own packages but also receive the best discounts on creating packages from Expedia’s inventory of hotels, travel activities and car. Expedia currently operates localized websites across 27 points of sale in India, Australia, New Zealand, Japan, US, Canada, France, Italy, Austria, Denmark, Germany, Belgium, Ireland, The Netherlands, Norway, Spain, Sweden, UK, Singapore, Malaysia, Philippines, Switzerland, South Korea, Brazil, Indonesia, Thailand and Mexico. 

For more information, please contact:

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