Published on : Tuesday, August 27, 2019
Survey titled ‘Consumer Behaviour and Holiday Planning Report 2019’ conducted by Adlabs Imagica in conjunction with Hansa Research for a year among 3600 respondents found that the tech –savvy segment; Young Adults with No Kids (YANKS) in Mumbai and Pune are not all work and repeatedly seek holiday or weekend activities such as camping, trekking, visit to theme or amusement park etc.
Study primarily encapsulated the holiday planning behavioral pattern exhibited amongst teenagers, junior and senior parents with exponential rise in leisure activities witnessed among YANKS. Transformation in travel, holiday and leisure trends is also a derivative of two factors – time and spending habits of today’s YANKS and is directly tied to the perceptible rise in the disposable income of Indians as confirmed by multiple surveys.
Emergence of multiple entertainment formats ranging from camping, dining out, shopping, gaming centres etc. has left one spoilt for choice in today’s world. However, the one thing resonating strongly among both time-pressed cities and also emerges as a preferred mode of holiday activity is watching movies, confirms 55% of the surveyed audience.
But the interesting fact what the survey revealed is that travelling is no longer restricted to a once a year activity as more and more people are preferring long weekends trips to break the monotony of their regular schedules. Extended weekends are triggering travel plans as combining work with leisure has become the normative.
Data strongly affirmed that 70% respondents agree that visit to a theme park outranks other weekend holiday or leisure activity as ‘Convenience in Holiday Itinerary Planning’ is largely factored in. This includes end-to end arrangement including travel, tickets, food coupled with an entertainment mix that is designed for adventure seekers of all ages. Thus, fulfilling the promise of delivering countless hours of undiluted happiness. Ease of access and food quality is secondary interest motivators.
Travel planning process has evolved progressively. Confirming the statement is the survey data that poised YANKS as quick decision makers compared to the rest of the groups who took anywhere between 2 weeks to a month.
And in today’s world, digital media and social media platforms have transformed into robust and vital source unraveling relevant travel information in abundance facilitating and expediting decision making. 97% YANK’s stated that mobile internet has eased the information search process empowering them. Moreover, other groups considered word-of-mouth/ friends and family recommendation for holiday planning, 39% of the YANKS relied entirely on social media.
“Each new generation of people brings a new set of preferences and tastes that characterize the way they live their lives and impact the people and businesses around them. Spending on traditional forms of entertainment by YANKS is not the preferred choice. They look forward to more experiential adventures like travel and concerts to enjoy themselves and company of others with incredible spends on entertainment which is a key trigger for theme parks”, said Dhimant Bakshi, joint CEO Adlabs Imagica.