The premium companion

The zest for backpacking, going beyond the obvious and self-designing travel itineraries might be gaining credence among the younger generations. But when it comes to premium vacations, guided travel still holds much weight. Even for the millennials.

Gavin Tollman, global chief executive officer of vacation company Trafalgar, says, “We see the opportunity for exponential growth. In 2018, we have grown at 12% globally, and for India, the growth has been the highest at 18%. Premium guided holidays have proven to be popular all around the world.”

A global Trafalgar survey reveals that 89% of respondents admit travel planning is difficult. “The hassle-free experience that our trips offer where travel directors take care of everything is a huge draw,” said Tollman.

Karan Anand, head, relationships, Cox & Kings, says, “Contrary to the belief that guided travel is only common among baby boomers and generation X, millennials are contributing majorly towards driving the demand. In search of a perfect blend of experiential travel, planning, destination selection and logistical solutions, guided travel has emerged as a fine solution. With the absolute onus of designing the tour on the operator, the traveller is left with nothing to worry about.” 

Experts say guided travel of late has been evolving to include a whole bunch of customised and well-crafted experiences that provide travellers greater value for money.

Travel experiences such as visiting cider farms in Spain, going on a pub crawl in Prague, staying at the Sound of Music hotel in Salzburg, going whale-watching in Sri Lanka, or a food tour in Rome is what millennials and other travellers seek, but such experiences call for the expertise of travel directors. “They are not easy to be executed on your own,” said an expert.

According to Aloke Bajpai, CEO and co-founder, ixigo, premium guided travel is designed with the aim of providing travellers with experiences they cannot have on their own. “Aspects like a celebrated chef guiding you on a city’s best culinary spots or immersive experiences like private charter flights are the extra features which give an edge. Premium travel usually targets a sophisticated group and a well-travelled clientele looking for something extra.” 

Travel and tourism in India has been growing in the recent past, owing to higher disposable income levels and the tendency of millennials to seek out unique experiences over buying and holding onto material assets. Industry estimates show the India tourism market stood at $56 billion in 2017 and will reach $86 billion by 2023.

Experts feel there are certain distinct advantages of guided travel over other formats. First is the costs. Although guided tours appear expensive, they work out more reasonable as compared to self-curated travel where the costs can spiral out of control at the holiday destination, they say.

A premium guided experiential tour to Western Europe for a week can cost as much as Rs 1.8 lakh to Rs 2 lakh per head. “A similar self-designed tour can probably cost more as the traveller has to himself coordinate all aspects and is often not aware of places/airlines/transportation that offer discounts,” believe experts. 

Secondly, guided tours offer the convenience of priority access to iconic sights and museums and also the opportunity to connect with locals, said Tollman. “People today want the real ease, the real connections and real joy. Many travellers seek a travel expert who can share and guide them on their journey.”

BUDGETING IT ALL

89% – Respondents admit travel planning is difficult, as per a global Trafalgar survey

Rs 2 Lakh – Approximate per head cost for a week-long premium guided experiential tour to Western Europe

• A self-designed tour can probably cost more as the traveller has to himself coordinate all aspects and is often not aware of discounts 
   
• Moreover, guided tours offer the convenience of priority access to iconic sights and museums and also the opportunity to connect with locals