About 40 pc of the Indian travellers intend to “go solo” when they travel, as compared to 25 pc of Asia Pacific travellers, reveals a recent study by Hilton Honors, the guest loyalty programme of global travel and hospitality company Hilton.
The research – surveying close to 1,120 avid travellers aged between 20-45 in India and segmented by life stage – explored the travel motivations, aspirations and expectations of the country’s most active travellers. The primary motivation for 66 pc of these intrepid travellers is to experience “life-changing moments” that push them out of their comfort zone and challenge them to think differently.
“Travel is undoubtedly an important part of life for the Indians, across all life stage segments,” said Manish Tolani, vice president and commercial director, India, Hilton. “They take more trips overseas than their Asia Pacific counterparts and for them, travel plays a formative part in shaping their personality and identity. Solo travelers, in particular, also recognise that their travel objectives have changed. By travelling to a new destination on their own, the sense of complete freedom encourages them to discover themselves.”
The November 2019 study, which surveyed avid travellers living in Bangalore, Hyderabad, Mumbai, New Delhi and Pune, revealed some key insights pertaining to solo travellers:
Indian solo travellers are mindful adventurers
The study revealed they pursue more authentic travel experiences that allow them to travel consciously. Experiences in nature top the list of things Indian solo travellers are seeking more of (68 pc), followed by sustainability (67 pc). Solo travellers are also more likely than other Indian travellers to seek ways to nurture their spirituality (66 pc) and embark on volunteering opportunities (62 pc).
According to the study, the ‘singles’ segment of Indian travellers appear to be prioritising wellness and self-care – as compared to ‘couples, they are more likely to seek out experiences not only in nature but also try their hand at sports, outdoor adventures and wellness activities. For example, 70 pc of singles surveyed seek out wellness experiences at their travel destinations, as compared to 63 pc of couples.
Australia is the top Asia Pacific destination of interest
Indians are passionate travellers – a whopping 93 pc state that “my life would be boring if I didn’t travel”. “Feeling unfulfilled if I don’t travel frequently” is more pronounced among solo travellers (93 pc) versus non-solo travellers (87 pc), so it is not surprising that Indian solo travellers prefer to travel overseas, looking to destinations that are further afield to satisfy their thirst for adventure.
Australia is the most popular overseas destination in the Asia Pacific region for the Indian travellers across all segments, with other destinations falling far behind. According to the study, the top destination Indian travellers are most excited to visit in the next 12 months is Australia (31 pc), compared to Europe (13 pc), Singapore (11 pc), Malaysia (7 pc) and New Zealand (6 pc). In Australia, the Indian solo travellers are more likely to be interested in destinations that are off the beaten track, such as Cairns and Byron Bay. Beautiful beaches and spectacular natural landscapes are key draws to Australia for these travellers.
Indian solo travellers like to be seen as experts and seek unique travel experiences
As frequent travellers, Indian solo travellers look for unique, once-in-a-lifetime experiences and are drawn towards outstanding natural beauty and sustainable options. The study also revealed that two in three solo travellers say they like to be recognised as travel experts. However, most solo travellers (95 pc) find the planning process overwhelming, so seek out recommendations from travel agents, online reviews or loved ones on the most interesting things to see and do in a destination.
“It’s clear that travel is no longer just about a beach getaway or an overseas shopping spree. Travellers are on a mission to collect as many adventures and unique experiences as possible. This isn’t just because they want share-worthy content to post online, but also because they want to feel productive and that they’ve made the most of their time. By constantly engaging in new experiences, going to new places, and stepping outside of their norm, they feel that they’re regularly progressing in becoming more well-rounded as well as more knowledgeable individuals,” said Sarah Somerville, senior director, customer engagement, loyalty and partnerships, Asia Pacific, Hilton.
Additional insights
In addition to the above findings with reference to solo travellers, the report revealed some interesting insights about Indian travellers across demographics, broken down by segments such as Couples, Young Families and Older Families:
Indian travellers and tech
Indian travellers see technology’s main benefits as improving the travel experience, helping them build knowledge and making travel more fun. Over half of Indian travellers feel that hotel brands could adopt more tech to help manage their trips, such as push notifications on their mobile devices or digital check-in for a more seamless travel experience. Indian travellers are also more likely to value personalisation than Asia Pacific travellers, such as in-room entertainment that is tailored to hotel guest’s preferences. Almost half of the Indian travellers perceive virtual reality (VR) as the key source that could help them learn more about travel destinations. Young families are more likely than others to use AR / VR tours, viewing them as being “more fun”.
Indian travellers are conscious adventurers
Like many of their fellow avid travellers across the Asia Pacific, Indian travellers are interested in experiencing local culture and taking part in activities that give a glimpse into an authentically “local” way of life. Where they stand out significantly from their Asia Pacific counterparts is their interest in sustainability when they travel and their desire to give something back. Two-thirds of the Indian travellers say “sustainability and environmental friendliness” impact their destination choice, compared to 39 pc across the Asia Pacific. Increased interest in conscious travel may be behind their desire to seek out travel experiences that allow them to get closer to nature and/or volunteer to give back to the local community.
