Travel Calling: What Makes a Destination Aspirational for Young Indians

Research Objectives

What travel means to them, purposes for travel, their own self-perceptions as travellers.

Delve into spontaneous associations and emotions around travel in general

Explore travel purpose in depth

Understand what makes travel aspirational and memorable

Explore self-perceptions around travel, what influences their travel style/ preferences

Explore destinations overall through personality/imagery perceptions, understand which groups are considered similar and yet what makes particular destinations more attractive

Approach and Methodology

Online Bulletin Board

3 Days X 60 min daily

Online discussion's platform

In-Depth Interview

1-1.5 hours

Virtual

SAMPLE SIZE: 24 respondents for OBBs & 6 IDIs

MARKET: Mumbai, Bangalore & Chennai

Target Group

Males and Females

18-24 years and 25-35 years

Mix of life stage

All to be single or married/ cohabitating without kids

Half to have travelled to Singapore / considered travelling to Singapore

Usership

All to have travelled overseas at least once in P6m, and intend to travel overseas in the next 6m

Have travelled to at least 2 different destinations and taken at least 3 leisure trips in the past 1 year

Highly engaged travellers who follow travel trends/blogs, read up on travel information at least 3x a month

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