In this episode of the Skift India Travel Podcast, Asia Editor Peden Doma Bhutia sits down with Anuj Rathi, Cleartrip’s chief business and growth officer, to talk about how online travel agencies are catering to the evolving needs of affluent millennials and Gen Z in India’s travel market. Rathi shares insights into shifting travel preferences, from millennial wanderlust to Gen Z’s unique approach to booking. He also talks about the strategy on delivering exceptional customer experiences, managing peak-season price surges, and leveraging strategic partnerships. Tune in for a deep dive into Cleartrip’s approach to today’s travel landscape.
Key Points
Travel Trends: Millennials vs. Gen Z
- Millennials: Prefer fewer but longer, luxurious trips, often with family, focusing on ease of planning, flexibility, and comfort (e.g., hotels).
- Gen Zs: Seek authentic, affordable experiences influenced by Instagram and peers, with a preference for hidden gems and sustainability in accommodations.
Affordability & Flexibility as Game-Changers: Strategies like advance booking offers and ClearChoice Max address price sensitivity and flexibility demands. Bus Passes cater to frequent regional travelers, offering affordable options for repeat routes.
Sustainability in Travel: Growing interest in sustainable stays (e.g., eco-friendly resorts), though willingness to pay extra for eco-friendly flights remains limited in India.
Customer-Centric Innovations: Personas crafted using data to tailor offerings. Seasonal sales like Nation on Vacation and Big Billion Days capitalize on peak demand with comprehensive deals. Integration of Cleartrip-parent company Flipkart’s Supercoins for travel rewards, enhancing affordability and customer loyalty.
The Digital Marketing Edge: Increased festive marketing spends leveraging Google and Meta for targeted campaigns.Customizing content to resonate with tier 1 and tier 2 audiences, ensuring broad engagement.
Future of Travel in India: Expect sustainability to gain traction in the next five years.Leveraging Flipkart’s reach to support first-time travelers and unlock new markets.
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Episode Summary
Generational contrasts define the travel landscape today — millennials favor fewer but more indulgent vacations, while Gen Z prioritizes authentic, budget-friendly experiences inspired by social media and peer recommendations, according to Cleartrip’s chief business and growth officer, Anuj Rathi. Rathi also shares Cleartrip’s strategies for catering to these diverse groups, from offering flexibility in bookings to promoting affordability through innovative tools.
The conversation takes a closer look at how sustainability, though in its nascent stages, is gradually influencing traveler decisions, especially around accommodations. The discussion also talks about the importance of transparency in pricing, the rise of digital currencies like Flipkart’s Supercoins, and the role of advanced booking strategies in mitigating price surges during peak travel seasons.
Rathi also sheds light on Cleartrip’s innovative approaches to marketing and customer engagement, such as data-driven personas, regional offers, and large-scale campaigns like “Nation on Vacation” and “Big Billion Days.” He explains how the synergy with Flipkart expands access to millions of first-time travelers, particularly in India’s tier-two cities.
