Tourist travel motivation surveys
“A research was conducted by us to understand the pace and absorption of ‘short-closer-random’ trips travel, along with the growing demographic base of potential consumers with increasing leisure time and income, their changing online consumption pattern specific to cultural and social undercurrents. The motive of this research was to explore customer attitudes and preferences towards different ways to spend weekend and short holidays, happy to share …”
It is important for business owners specially marketers to understand consumer behavior, consumers approach to their needs have changed over the time now a days they don’t follow the traditional way of long buying cycle in fact their buying cycle has been broken down into many micro-moments and tiny decision-making touch points, in order to make this happen you need to follow the three essential strategies that will help you win
Be There – Consumers are looking for micro-moments in the travel industry like
short-closer-random trips to relieve their stress
Be Useful – Need to fulfill their requirement and respond their calling
Be Quick – The Micro moments have a specific reason; consumers want to know, want to go and want to experience (buy) swiftly, all these without any friction
of people participated in our online survey preferred to take short weekend trips or getaways, followed by
spending time at home with family.
of people spend their time playing indoor sports.
prefer movies and entertainment to spend their weekend holidays. This clearly indicates that people prefer to take ‘short-closer-random’ trips, spending time with family and friends & entertainment more specifically. We have reached out to weekend trip travel consumers or ‘short-closer-random’ trips travel consumers and asked them what works for them. 1000+ consumers replied across India, giving us an insider’s view of the need of an emerging Indian traveller. This research was aimed to give the destination marketers an insight into the travel behavior of Indian travel consumers which will help them to strategize their marketing
Who are ‘short-closer-random’ trip travel consumers?
‘short-closer-random’ trips travel consumers is age-diverse, mostly urban, highly educated, tech savvy, gender neutral, comfortable with travel distance up to 150 kms & willing want to spend more time close to nature. These travellers have above average household income & prefer to travel as individual or with family as well as part of the group
Travel frequency
of the travellers plan their travel in a random manner as per their convenience, followed by the ones who do it monthly
and
of the travelers make travel plans up to 5-6 times a year. This clearly suggests that most of the travelers prefer taking more frequent short trips
Travel seasonality
Travelers choose multiple options, when asked about the favorite time to travel and we have found
respondent which is in the majority make travel plans according to personal vacations, second hightst
plan their travel according to kids vacations,
travellers make their travel plans on special occasions like birthdays and anniversaries &
‘short-closer-random’ trip travellers preferred to travel during festivals
Travel motive
To understand the ‘short-closer-random’ travellers motivation and behavior, we have explored some popular reasons for travel and asked respondents to rate them. According to our research 65 % of the respondent’s motive of travel was to spend quality time with friends & family. The consumers were asked to rate the following as a travel motive
“Recreation, spending quality time with family, celebration & scenic beauty are top travel motive for married median age travellers, while adventure& weekend getaway were favorite among young travelers. The older customers took short trips specifically for the peace & tranquility it provides. Some of the travellers also mentioned education for their kids as their travel motive, which is eye opener insights for us “
What are Short-random-trip travel consumers looking for?
The study revealed travelers were looking for a fun-filled, family opportunity to share experiences & nearly 90% of these visitors enjoyed the rural scenery surrounding the travel destination. Short-random-trip-travellers are also much more likely than other pleasure travelers to participate in food tasting, aboriginal cultural experiences and participatory activities. Outdoor activities that they are likely to participate include: shopping and dining, camping, hiking or backpacking, attending sporting event, fairs and festivals, visiting a beach & historical sites, wildlife viewing or bird watching
Factors affecting travel decision
To understand how travelers choose their travel destination, we explored some popular reasons which have impact on short-random-trip travel decision and asked respondents to rate them
“According to our research,
respondents prefer spending time
is top rated factor for majority, while 60% of them choose travel destination by distance. Recommendation & reviews was also among top rated factor while making travel decision. Travelers taking trips with family have accommodation as high priority. While many young travelers rated close to nature & outdoor activity as top rated factor influencing their decision. Apart from a few segment of travelers, most of them were seeking value for money”
Average budget of ‘short-closer-random’ trips considered by travellers
Travelers are willing to pay for a unique type of experience & many travellers have flexible budget. Average budget for ‘short-closer-random’ trips depend on trips they have chosen & varied from person to person. According to the research majority of ‘short-closer-random’ travellers have travel budget up to INR 1000 followed by INR 3000
What are sources of information to plan trip?
Tourdefarm.in studied the media consumption habits of the travellers, have found that travellers use different information sources (multi device) to identify travel destination to plan their trips. Travellers use external information sources as a first step when planning their short travel
“ Tourdefarm.in is following an ongoing consumer focused research through which we have gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape to develop a quality ecosystem to meet the needs of both destination marketers as well as ‘short-random-trip’ travelers creating value for all stakeholders”
80% of travelers told us that when they planned their trip, they went online. They did a web search or “googled”, for example weekend getaways, places to visit. 62.9% took the advice of others in planning a trip & almost half (49.5%) begin their trip plan with specific destination in mind
