Contiki Holidays looks to raise India market share to 10%

Global youth tour operator Contiki Holidays is looking to increase its India market share to 10 per cent from less than 1 per cent at present, by enhancing brand awareness in the country.
"We have been in India since 1962, selling our products through our trade partners. We see huge potential in the country as recently there has been an increase in young Indian travellers.
"So, we are looking to reintroduce the brand, that caters to travellers between 18-35 years and increase our brand awareness in the country," Sam Morrah, Director of Sales and Marketing - Asia, Contiki Holidays told PTI here.

He further said the company has increased its digital presence and would continue to do so through social media as the engagement of young Indians in this medium is very high.
India, which represents less than 1 per cent of the company's total market has the potential to go up to 10 per cent, he added.
"Our biggest market is Australia and the US. India accounts for less than 1 per cent of the total global market. However, the pace of growth in young travellers presents a huge opportunity for us as the country has the potential to grow up to 10 per cent of the market," Morrah said.

Over the last six months Contiki Holidays witnessed 30 per cent growth in India and is expecting substantial increase in growth in the next 2-3 years, he said.

The company is also looking to increase its trade partners in the country.
"We are currently targeting big cities like Mumbai, Bengaluru and Delhi. However, we are looking to penetrate further to tier-II and tier-III cities with our trade partners. As our trade partners evolve, so would we," Morrah said.
Contiki Holidays offers holiday tours to over 60 countries. However, it does not have India on the list.
"India as a product has definitely been on our radar. However, we are taking our time in evaluating it as we don't want to rush. In near future, we may introduce India as a product to our audience," he added.