This year is set to see ‘revenge tourism’ in full flow with people back to travelling and aiming for more adventurous and wilder experiences. Jumping on the bandwagon in droves are Gen Z on solo trips
By B. Shekhar
When the Covid-19 pandemic struck the world, the one sector that went deep into hiding was the travel and tourism industry worldwide. Similarly, the one sector which recovered at jet speed and is now raring to boom post-pandemic is the same travel and tourism sector. Travel experts forecast that global tourism this year should improve considerably to reach approximately 80 percent to 95 percent of pre-pandemic levels.
More specific to India is that more than 1.8 crore Indians travelled outside the country between January 2022 and November 2022, compared to 77.2 lakh throughout 2021, according to data from the Ministry of Home Affairs’ Bureau of Immigration (BoI). While a Reserve Bank of India (RBI) report indicated that Indians have spent a record $10 billion in overseas travel in the first nine months of this fiscal year.
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So, in effect it is boom time once again for the international travel and tourism industry as far as India is concerned.
What is driving Indians to overseas destinations? As the world adapts to “the new normal” following a period of limited international travel and national lockdowns, travellers are eager to get out and see the world in earnest. As travel restrictions and Covid testing become a thing of the past, research reveals that 73 percent of people are more optimistic about travel now than they were in 2022. As we entered 2023 in the midst of global economic and geopolitical uncertainty, almost 72 percent indicated that traveling is still worth it, according to a Booking.com survey.
And where are Indians travelling? For many, a change of scenery and a chance to soak in some sun is enough reason to go on vacation. In 2022, travellers sought out resort pools, beaches and iconic cities as their top destinations.
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However, 2023 is likely to see a shift in why we’re looking to get away, as well as the types of vacations we take.
A vacation is a great way to unwind and relax, but in 2023 many travellers want to take it one step further and use their adventures to treat their minds, bodies and souls. According to a travel portal, 42 percent of travellers want to go on a break that focuses on their mental and physical health, including retreats to heal the processes of pregnancy and menopause. Almost half (44 percent) want to go on meditation or mindfulness retreats.
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The portal indicates that some travellers even want to treat their bodies in other ways. Over a third (36 percent) want to go on an erotic escape and explore new kinks and ways of experiencing pleasure. While another 36 percent revealed they want to try out psychedelic experiences with the help of cannabis or psychedelic substances like mushrooms or ayahuasca. This means 2023 could see more travellers heading to countries where certain types of psychedelics are permitted, such as The Netherlands or Brazil.
There is no doubt, looking at the financials, that vaccine rollout, relaxation of travel advisories and easing of travel complications have steadily resulted in an upward rebound in industry performance. However, there are concerns around public health that are still lingering, which might affect the travel and hospitality industry for the next 12 months.
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In addition, owing to the growing challenge of geopolitical uncertainties and the near recession fears amongst the emerging and developed economies, the possibility of a slump is also not ruled out by the travel and hospitality sector.
According to Deloitte’s 2023 Travel Industry Outlook report, the outlook for consumer travel demand in the year ahead is uncertain. The economy will play a major factor in leisure travel in the 12 months ahead, Deloitte has warned in the report.
Travel demand started to soften in September following high demand in the months prior. That could be either a blip or a “lasting downshift by belt-tightening consumers”, Deloitte said.
International travel should continue to increase as many key destinations have reopened their borders. However, Deloitte cautioned, an increase in international airfare could dampen uptake among consumers. Those who do travel will likely seek destinations with good exchange rates. Those who are able to work from anywhere are likely to take more trips for leisure or extend business trips and work while on the road.
“Those privileged to exercise this option also could use it to cope with higher prices, by organizing trips to avoid peak days and to make the most of available deals and discounts,” the global consulting firm indicated.
However, other notable challenges are already taking their place—from consumer financial anxiety to climate change quandaries. There’s also a labour shortage that continues to impact all travel segments. So, will travel ever return to pre-pandemic levels?
To thrive in the year ahead, travel, hospitality and airline leaders should consider these new and complicated realities. By placing a focus on elevating and enhancing the basics—product, performance and price—companies could reshape themselves for the better on the way out of a once-in-a-generation crisis.
According to statistics, as compared to 2019, flight prices have increased by 23 percent for international routes and by 66 percent for domestic travel. However, it looks like Indians don’t seem to constrict their pockets. “We have witnessed an increase by 30 percent compared to 2021 in pre-bookings for international flights for 2023,” said Pitti of EaseMyTrip.
With the airline capacity increasing and affordability options such as “no-cost EMI” and “buy-now-travel-later” catching on among Indian travel seekers, international travel will continue to get a push.
“So far, international travel recovery is about 75 percent compared to pre-Covid levels. We are bullish that this trend will continue,” says Karthick Prabhu, head of strategy at Cleartrip, adding that the interest in destinations such as Dubai, Bangkok, London, Singapore and Pattaya continues to be high.
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Many travel buffs feel that the much-loved indulgence of travel is back with a vengeance now that the pandemic is behind us. So much so that many of them term the hiked zest to travel “revenge tourism”. Much of this was witnessed in 2022 and 2023 will not be any different.
In fact, travel buffs have already coined a few new words in the travel industry to describe new trends which are now budding and will be in full bloom next year.
Workation and staycation are two such terms. Travellers are looking to work while in holiday destinations. They believe that taking workations or staycations allows them to dive deep into the culture of a place. It also helps them relax, which also improves their work productivity.
Millennials no longer fall into the student category. Many of them have lucrative jobs, a large appetite for travel and a willingness to spend. Added to this is the fact that the pandemic has led them to come to grips with the fact that life is fleeting. This encourages them to splash out. This will be a top trend in 2023, with millennials booking upscale resorts and hotels at expensive places worldwide, not just in India.
Another travel trend we will witness in 2023 is an increase in the number of family vacations taken by boomers. Given that many of them could not spend time with their families during the two years of the pandemic, they now seek to maximise their time with family members.
For pet parents, it’s always difficult to leave their pets behind and go on foreign trips. With several pet-friendly resorts and international airlines, more people will travel with their pets. Data from GWI Travel shows that one in 10 millennials plans to travel with their furry friends. Also, the number of pet parents has increased significantly since the pandemic, and Indian airline Akasa Air began allowing dogs and cats on all its flights.
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Where millennials and boomers seem to be moving away from solo tripping, Gen Z will be racing towards it in 2023. They are India’s new backpacker generation who are unrelenting in their search for adventure. Over a third of Gen Z participants in a study said they planned to travel solo, confirming their appetite for such trips. Even global airlines like EasyJet are capitalising on this travel trend by offering solo traveller discounts and will continue to do so in 2023. Destinations to consider for solo travel are Iceland, Portugal, the Himalayas, Slovenia, New Zealand, Japan, Greek Islands and Cuba.
Elia San Martin, VP and GM of APAC at KAYAK, remarked, “Our deep dive into traveller curiosity led to exciting findings. Indian travellers are looking to not only spend more on holidays but are wholeheartedly embracing adventurous excursions, whether it is trying local cuisines, being immersed in new cultures, or exploring lesser-known locations. Our data shows that Indian travellers are highly curious about enriching their travel memories, and this is reflected by a 204 percent increase in flight searches for next year. They are embracing the opportunity to travel the world again, while consciously searching for great deals and sustainable travel choices.”
In conclusion, after a year of travel for fun, relaxation and reunion post-pandemic, 2023 will be the year of travel for personal enhancement. Whether one is seeking to overcome grief, identify one’s life’s mission or discover what their body is physically capable of, there will be an indulgence that will cater to each individual’s choice.
(A Bengaluru-based senior journalist, the writer currently with IMS Foundation.)