In 2024, 61% of Indian travellers plan to take more trips compared to 2023, surpassing the intentions of travellers from the US (44%), the UK (32%), and other APAC markets. Additionally, 63% of Indian travellers intend to spend more on travel in 2024. VP of Strategic Relations and Development at Skyscanner, Hugh Aitken shares more in an exclusive conversation with T3.
The travel marketplace, Skyscanner has seen a robust and accelerating demand for India, with the country ranking in the top five global markets. According to Hugh Aitken, VP of Strategic Relations and Development, Skyscanner, the company’s strategy has yielded impressive results, with a notable 55% increase in searches from India in 2023 compared to 2022.
“We’ve seen spectacular growth in both international and domestic travel, with international bookings via Skyscanner being 121% higher than in 2019 and domestic bookings soaring by 639% above 2019 levels. In the first week of January 2024 alone, India experienced a 35% increase in searches compared to the same period in 2023, solidifying its position as one of Skyscanner’s top five global markets,” Aitken told T3.
Globally, Skyscanner operates as the largest travel marketplace, attracting 120 million unique monthly visitors and achieving 100 million app downloads. This extensive reach facilitates over 200 million travellers annually, benefiting partners including airlines and online travel agents through substantial exposure and opportunities. In India, the company’s focus has been on integrating comprehensive content from airlines and online travel agents onto their platform. This ensures that travellers find the best prices and coverage, with fast and accurate results, laying the foundation for the rapid growth seen over the past few years, said Aitken.
Besides India, Skyscanner’s largest geographic segment is Europe, followed by the APAC region and the Americas. “India remains a significant market within Skyscanner’s top five globally, underscoring its importance in the company’s overall strategy,” Aitken reiterated.
Changing Travel Patterns/ Dynamics
Post-pandemic travel patterns have shifted, with Indian travellers increasingly seeking experiential destinations. A Skyscanner report launched earlier revealed that in 2024, a remarkable 98% of Indian travellers are keen to try somewhere new while 42% share that one of their biggest struggles when booking travel is deciding where to go. Correlating, Aitken talked about Skyscanner’s data indicating that the ‘Everywhere’ feature, which suggests destinations to users unsure of where to go while reducing travel related anxiety, has grown by 55% year on year.
“In 2024, 61% of Indian travellers plan to take more trips compared to 2023, surpassing the intentions of travellers from the US (44%), the UK (32%), and other APAC markets. On average, Indian travellers plan on taking three trips in 2024, up from 2.5 trips in 2023, placing them among the top five globally. Additionally, 63% of Indian travellers intend to spend more on travel in 2024, the highest percentage globally, with UAE travellers close behind at 56%,” he shared.
Research by Skyscanner also mentions that the Indian travellers rank highest globally in their likelihood to spend on seat selection (52%) and better-quality in-flight food (65%).
The data, as also highlighted by Aitken, shows that the top domestic destinations for Indian travellers in 2024 include New Delhi, Bengaluru, Mumbai, Goa, and Hyderabad. For international travel, popular destinations are Dubai, London, Bangkok, Toronto, and Jeddah. Also, according to Skyscanner’s Travel Trends 2024 report, emerging destinations for Indian travellers with the highest year-on-year increase in searches are Da Nang, Vietnam (1141%), Almaty, Kazakhstan (501%), Baku, Azerbaijan (438%), Osaka, Japan (435%), and Hanoi, Vietnam (396%).
Another latest research by Skyscanner also revealed that Indian travellers have a strong appetite for travel and are keen value hunters, always scouting for great deals. Latest research also reveals that 75% of Indian travellers indicating they would be tempted to book another getaway if they found an irresistible deal.
The mantra is “Travellers first, partners second, Skyscanner third”
In terms of revenue growth, Skyscanner has seen substantial global growth, with a 20% increase in market share post-pandemic. Skyscanner now handles 20-25% of global travel searches. Sharing further, Aitken emphasises the importance of maintaining core principles: offering the best prices, comprehensive coverage, and fast, accurate results. “We’ve also been leveraging machine learning and developing AI tools to enhance travel inspiration and search capabilities. This innovation includes presenting different fare options and providing richer, inspirational content.”
Aitken added, “We also collaborate closely with destination management organisations, helping them use Skyscanner as a smart marketing channel. This includes sharing data to help partners make informed decisions and improve their offerings to travellers.”
Aitken highlighted Skyscanner’s guiding principle of prioritising ‘travellers first, partners second, and Skyscanner third’. “This focus on doing the right thing for the traveller has also driven the company’s growth in the Indian market. With a commitment to connecting more partners to the Indian market, Skyscanner aims to continue helping Indian travellers find the best prices and choices for their journeys,” he concludes on a positive note.
