Exclusive | In conversation with: Conde Nast Traveller's Divia Thani Daswani

Condé Nast Traveller India is the ultimate travel companion for the affluent and discerning Indian globetrotters. They emerge as the ultimate resource for every aspect of luxury travel and lifestyle. Its stylish, yet well informed approach appeals directly to an affluent audience that is aware of the best there is to discover.

This month Condé Nast Traveller India completes two years of being the last word in travel for the discerning Indian travelers. They are celebrating their second anniversary with The India Special Issue which is specially dedicated to readers in India. The India Special appreciates and is all praise for the beauty and diversity of our country.

On the occasion of their 2nd anniversary, Adgully caught up with Divia Thani Daswani, Editor, Condé Nast Traveller India to know more about their issue and strategies going forward. The issue celebrates the diverse destinations and experiences available across India, including biking through the mountains and valleys of Ladakh to exploring Kolkata's charming Chinatown. Interestingly, it also shows how even the most popular spots are changing dramatically. As in the case of Rajasthan, where a new, young generation is shaking things up by discarding palaces and polo for bikes and hot air balloons.

Adgully: What would be the three milestones of the journey of Condé Nast Traveller?

Divia: Well, it could easily be the launch, and then our first Anniversary and first Readers' Travel Awards! These have all been key moments for us. The launch with Aishwarya Rai in Paris and then a spectacular event at The Oberoi, Mumbai was hard to beat!  Our first Readers' Travel Awards last year drew more than 10,000 votes and culminated in an unforgettable ceremony at The Leela Palace New Delhi at Chanakyapuri, which saw the absolute stalwarts of the Indian travel industry come out in full force! But there have been so many other highlights too, for instance, when our cover of New Delhi was syndicated and run by the British edition of Conde Nast Traveller this May, or each time one of the other foreign editions pick up our India stories. It's very satisfying to know that we are on par with the best in the world and that we can showcase India beautifully and encourage international tourists to visit.

Adgully: How difficult or easy was it to reach the position that Condé Nast Traveller holds in India? What have been the challenges?

Divia: CNT India appeals to passionate, discerning travellers. We were fortunate to have people across the country looking forward to our launch—they were eagerly waiting for it, and ready to buy! That was a double-edged sword, truthfully. These readers were familiar with the magazine from either the US or UK, and were going to examine us with very high, exacting standards. If they were disappointed, it would reflect badly on us, and the brand overall. Luckily, they loved what they got! And the word of mouth has had a tremendous effect. We now have a circulation of 30,000 copies every issue, which means we appeal not only to a small niche of very high-end travellers, but also a broader audience of people who simply love the stories, the images, the information, the experiences, even if they'd never heard of CNT until it arrived in India. I would say that our greatest challenge is making people (including the industry!) realize that luxury travel isn't determined by how expensive a hotel is or how remote the location; it is about providing people with a rich, unique experience. CNT has lots and lots of affordable and accessible options as well! 

                              

Adgully: Do we see changes in the magazine going forward, in terms of content, feel, look etc?

Divia: Yes! In fact, we make them all the time! We keep tweaking things based on feedback, on the particular issue theme, etc. We are only two years old but we've already established some traditions, such as the India Special Anniversary Issues, and running our Honeymoon special in June so as to give people enough time to plan elaborate trips. We don't wait for big occasions to change things around. I'm a magazine junkie, and I can confidently say, you're only as good as your last issue.

Adgully: Which according to you have been the unexplored destinations?

Divia: In India, I am very excited about Arunachal Pradesh as an adventure destination in 2013. I think there's a great deal of potential there, and I'm hoping that hoteliers and developers take notice! Internationally, Burma (Myanmar) and Cambodia in Asia have really seen an increase in tourism this year and I'm delighted that our CNT readers have really appreciated those stories—and booked trips as a result of reading about them! Finally, I have a soft spot for Africa and the Middle East, and I'm convinced that Africa will look dramatically different five or ten years from now. It's the next frontier, and I hope it receives more attention globally.

Adgully: What are the strategies being taken up with your entrance in the 3rd year?

Divia: The focus for Year 3 is to expand the magazine base but also to take our digital offerings to the next level. The CNT reader is inspired to travel to a destination while flipping through the pages of the magazine, but when it comes time for additional research and booking, our audience goes online. Very often they go to www.cntraveller.in, our own website, so we are focusing on making that friendlier and more exhaustive. We already have the CNT Luxury Guide to India app for 18 cities available on BlackBerry, iPhone and iPad, but we also have many other ideas in the pipeline. Now that we have solidified the brand in India, our partners are very excited to work with us on different innovations. India is such an exciting travel market, and yet there is such a long way to go in making it sophisticated and welcoming. Opportunity is everywhere! 

Adgully: What would be the Perfect weekend destinations as per Condé Nast Traveller?

Divia: Well, of course it depends on where you live! I'm a Mumbai girl, so for me, Goa is a second home and a year-round destination. Our 2nd Anniversary Issue has a gorgeous story on Matheran, which is another great option. I often find that we get jaded about places we visit often or have known since our childhoods—that’s frankly what I've always loved about reading CNT. Even the most well-known places are showcased with such charm and magic, it ignites your desire to go back. There are always surprises to be found.

Adgully: The domain is really competitive and niche so what is the thought that goes in your mind with every new issue?

Divia: I don't believe the domain is competitive or niche! CNT is in a different space all together—it's not a backpackers' magazine, or a travel guide, or an adrenalin junkie's handbook. It appeals to people who love to travel, who love to armchair travel, who enjoy reading about the coolest, hippest, most fun happenings around the world, who are looking for real, authentic stories and objective, insider advice. They're looking for a quick getaway, for a full-fledged family vacation, for a romantic weekend, for a sporty or spa break, for a destination wedding. They'll spend money on something they know is worth the expense for the experience it provides. And that's guiding philosophy, that’s what we think about every issue. Is Istanbul, Tel Aviv or Beirut where you should head if you're looking for a unique venue for a bachelor's weekend? How do you book a villa in Spain or Greece right now, get a great deal, and ensure it comes with a reliable nanny and cook? Our job is to inspire, and then facilitate your travel. | By Aanchal Kohli [aanchal(at)adgully.com]

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