Behind the New Focus on Indian Regional Markets – India Report
Photo Credit: Image: Indian tourist with a map. Freepik / diana.grytsku
Skift Take
India has a handful of major gateway cities that get all the attention. But increasingly, travel companies are targeting the up-and-coming regional markets.
Earlier this month, Thomas Cook India’s company – SOTC Travel – unveiled a series of 6 regional film campaigns around travel. The campaign was launched to mark its 75th anniversary and to reinforce the company’s focus on regional markets in India.
“India is not a single market. There are multiple markets within India," said SD Nandakumar, SOTC Travel’s President and Country Head, Leisure Travel and MICE. "Most of our leading products cater to the pan-India segment, but we have seen that the regional markets need a lot of differentiated products."
Nandakumar told Skift that the idea behind the film campaigns was to connect with customers in these markets in a way that caters to their unique needs. "We do not believe that products catering to these markets are niche at all. I think these are all part of our mainstream offerings," he said.
Aspirational Travelers: The regional markets are probably more aspirational when it comes to travel
