76% of Indian travellers are fashion conscious while on vacation: Booking.com
The latest research study ‘Fashion Fix’ highlights how fashion fuels the style conscious Indian traveller
Booking.com, the global leader in connecting travelers with the widest choice of incredible places to stay, today has released the findings of its recent study – Fashion Fix, that interweaves fashion with travel as it goes on to decode how fashion influences the modern day Indian traveller. The research has been conducted among 21,500 respondents across 29 countries, and captures the aspirations of 1000 Indian travellers.
The study states that 78% of the Indian travellers consider looking their best to be an important aspect while on vacation. The relative anonymity that travelling gives them, enables them to experiment, thus inspiring 82% of the travellers to change their personal style after a vacation. Furthermore, 71% of travellers care more about their physical appearance while on vacation when compared to staying at home. Substantiating this, the study also highlights that 55% of the travellers would rather spend their money on their vacation wardrobe than on the trip activities.
Commenting on the release of the study, Ritu Mehrotra, Country Manager, Booking.com, India, said, “Fashion has become an integral part of our lifestyle today, encompassing all aspects of personal and professional life. This all pervasive nature of fashion has influenced the travel tastes and preferences of the present-day traveller, blurring the lines between traditional and contemporary ways of travelling, as the tourists become more fashion conscious. Increasingly, Indian travellers are now open to experimenting with their vacation choices to express themselves and make fashion statements. We are recognizing this new wave and are consciously evolving our platform to be able to cater to their changing travel needs.”
According to the study, two out of every five Indian travellers find packing an exciting part of the trip. Even so, packing the right clothes has been the top travel worry for 56% of respondents. The study also highlights that 69% of the Indian travellers pack their vacation wardrobe with focus on social media, since the photos taken will be put up online. The same category reflects highly for millennials at 76%. Some of the most common time consuming categories include packing for beach trips (taking the longest) as stated by 49% respondents, tailed by packing for city vacations at 41%. Lastly, the most common packing mistake often made by travellers is ‘packing too much’, with 42% of them agreeing to it.
Look good, feel great
A little over half (51%) of the surveyed respondents credited their vacation wardrobe for their confidence, making the two directly proportional to each other. The study also points out how two out of every three Indian travellers want to dress better than their companions when on vacation. Moreover, 57% of the travellers agreed to have opted for brighter and more colorful outfits for their vacations when compared to their casual ‘at home’ wardrobe.
Picking the right location
The report indicates that majority of Indian travellers (77%) choose their travel destination based on their interest in shopping or fashion. The study further recognizes Mumbai among the most noted fashion capitals sharing the space with Las Vegas at 34%.
NOTES TO EDITORS
* Research commissioned by Booking.com and independently conducted among 21,500 respondents (including 1,000 each from Australia, Germany, France, Spain, Italy, China, Brazil, India, US, UK Russia, Indonesia, Colombia and South Korea; and 500 each from Japan, New Zealand, Thailand, Argentina, Belgium, Canada, Denmark, Hong Kong, Croatia, Taiwan, Mexico, Netherlands, Sweden, Singapore and Israel). Respondents completed an online survey between 13th June 2018 to 17th July 2018.
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