Never waste a crisis, because every crisis is an opportunity in disguise: Rakhee Lalvani

Shrugging off the disruptions of the year gone by, businesses and agencies are looking for a strong revival in 2021. Over the next few weeks, Adgully – as part of our annual TRENDING NOW endeavour – will be presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.

Rakhee Lalvani, Vice President, Public Relations and Corporate Communications, Indian Hotels Company Limited (IHCL), speaks about the key trends that will drive travel in 2021, including Drivecations, Staycations, Homestays, Wellness Travel and more.

Outlook for 2021

2020 was a year of monumental change, which has altered the tourism and hospitality landscape forever. Health, hygiene and social distancing have been shaping travel, with travellers viewing health and safety as a key consideration; and gravitating towards reputed brands for their travel plans.

With around 90 per cent people keen to resume travel after being confined to their homes for months, more and more travellers have been exploring the myriad beauty of India, leading to a rise in domestic travel, which will drive the revival of the sector in the short- to mid-term.

Some of the key trends that will drive travel in the year ahead include:

Drivecations

While drivecations gained much popularity in 2020, with people keen to travel to destinations within close vicinity of their homes, this trend is here to stay. Moreover, some travellers are even comfortable driving slightly longer distances to offbeat destinations to ensure that they can maintain a comfortable level of social distancing. Destinations such as Goa, Rajasthan, Uttarakhand and Karnataka, all driving distance from key cities, have seen a rise in leisure travel in recent months.

Staycations

Confined to the safety of their homes, people have increasingly been seeking creative yet safe ways to spend quality time with their close friends and family. Staycations at city hotels across Mumbai, Bangalore, Delhi and Kolkata, among others, will continue to be in demand with guests. Combined with minimal required travel, low on holiday planning time, cost and carbon footprint, staycations are perfect for travelers of all generations.

Homestays

The premium homestay market in India will continue witnessing a steady growth as travelers are looking for more exclusive, unique, and immersive experiences. With people preferring longer holidays, homestays give travelers an opportunity to bond together in beautiful private bungalows and villas at unique locations, while experiencing authentic local culture and heritage.

Wellness Travel

The past year has compelled us all to slow down and focus on our health and wellbeing. The future of travel is increasingly shifting to focus on experiences that positively impact one’s overall wellness. There has been a rising trend of travellers embarking on wellness retreats that allow them to reconnect with nature, indulge in curated wellness menus and rejuvenate their body and mind.

Great expectations

While 2021 has started on a positive note, with the news of the vaccine roll-out, it is still pertinent to be cautious, especially given that many countries under the globe are still under strict lockdown.

And while travel might be muted in comparison to pre-COVID times, we have seen green shoots of travel beginning to gather steam. People are keen to escape the routine of daily life and leisure domestic travel will continue to lead the revival of the sector in the coming months.In comparison, corporate travel and MICE will be slower to resume.

Safety and hygiene will continue to be the key currencies of travel, with people gravitating towards trusted brands with strong safety and hygiene protocols laid out. Moreover, aside from the key travel trends we have been seeing springing recently, slow travel with focus on authentic experiences that allow travellers to delve into the history, culture, heritage and cuisine of a destination will gain more popularity as will sustainable travel with a strong voluntourism angle as awareness about one’s impact on the environment increases.

Hence, offbeat locations that offer a myriad of immersive experiences such as IHCL’s ‘Stays & Trails’ – India’s first branded homestays will rise in popularity, as will brands that have a strong focus on sustainable practices.

The past year has also brought to fore the pivotal role that technology has to play in our daily lives – seamless and integrated services harnessing the power of digital and AI will be the way forward for the hospitality industry.

We are possibly amongst the most resilient industries. And we believe that with agility, innovation and collaboration, travel will not just return but may well surpass pre-COVID numbers, when full recovery happens. Traveling is a fundamental need and people can’t stay without it for too long.

Key learnings from 2020

2020 has been a year that has impacted lives and businesses across the globe. It not only forced us all to stay apart to stay safe, but also glaringly reminded us of the frailty of human life.

But it also was a stark reminder of the strength of the human spirit in the face of adversity, and that no challenge is insurmountable when we stand united. And that in the face of the storm, one’s purpose and inherent values should always be one’s North Star. Be it IHCL providing over 3 million meals to frontline and migrant workers across the country or hosting over 60,000 room nights for the medical fraternity, community is and will always be at the heart of all that we do.

The year also reminded us to never waste a crisis, because every crisis is an opportunity in disguise. At IHCL, it forced us to relook at our business and innovate to identify new potential sources of revenue. It not only highlighted the importance of constant innovation but also emphasized the need for agility and collaboration to sail through unchartered territories successfully.