Mediaboss Marketing

Thomas Cook (India) Ltd, India's largest integrated travel and travel related financial services company, introduces a new vibrancy, spirit of adventure, fun and learning with India's first youth centric travel product range - *Rock-On Holidays'

Historically, travel in India has largely been the domain of the 35-60 year old age group. Thomas Cook India's customer analysis however, unearthed a strong, emerging trend; almost 45% of its individual holiday travelers are Youth, and this segment is poised to grow at an exponential rate of 25-30%. The analysis also uncovered an interesting insight/business opportunity; for the young traveler of today, travel is clearly not about traversing the distance between point A and B, but rather a voyage of discovery -of new places, and importantly - different, exciting non-traditional experiences.

In a focused endeavour to tap this new and powerful youtti market, Thomas Cook India has been swift to seize the first mover advantage with the launch of its unique Youth travel portfolio, 'Rock-On Holidays'

The product team of 'Rock-On Holidays' has designed a delightful diversity of youthful experiential itineraries at destinations carefully handplcked to enthuse its avid young travelers, and starting from an unbelievable Rs. 35,000 - bike tours and pub crawls In Spain, scuba diving at Ko Samet, elephant trekking & rafting in Bali, Queen&town's high adventure activities, mountain biking, para gliding & alpine trekking in Switzerland, Orlando's Clearwater beach tripping, Kilimanjaro climb in Tanzania, Iceland's stunning Northern Lights tour, Horse trails in South Africa, a local village experience In Laos, and more.

Keeping the unique interests of India's young travelers in mind, 'Rock-On Holidays' offers exhilarating and engaging activities like l-fly, fissure snorkelling, ice-climbing, kayaking, zip-trekking, snow-mobiling, glacier hiking and unconventional ways of touring- via horseback, Segway, bicycling, or even a Ferrari drive experience. Experimental off-beat journeys with that unique adrenalin rush form a hallmark of the 'Rock-On Holidays' product line.

Thomas Cook India's case studies have indicated the clear intent of youth- Partying is a priority! Rock-Gn Holidays' has hence included the best of world famous clubbing capitals: Miami, with a special 'One Single Party Pass' offering unlimited entry to the choicest night dubs; Las Vegas with a unique VIP Pool Party tour'; an inimitable 'Dine with an Astronaut' experience in Orlando and Europe's top party place-Ibiza.

Food and wine are emerging as key Interests that captivate our evolving youth segment, and Rock-On Holidays has captured unique gastronomic and wine-beer experiences as part of its itineraries.

Today's young travelers are increasingly looking for meaningful yet fun learning experiences and hence the inclusion of engaging training sessions for scuba diving, surfing, sailing, flamenco dancing and even culinary classes in the Rock-On Holidays portfolio.

Another important perspective that 'Rock-On Holidays' has kept in mind is that all packages are attractively priced to ensure value-for-money. Accommodation is kept affordable with an eclectic mix of from basic hotels to youth hostels.

Commenting on the launch of 'Rock-On Holidays',Madhav Pai, Director- Leisure Travel (Outbound), Thomas Cook (India) Ltd said, "At Thomas Cook (India) Ltd, we've been observing with delight the emergence of Gen Y Indian travellers - a confident and experimental segment with rapidly growing purchasing power. Their hunger for nontraditional, experiential travel has been the driver of our path-breaking initiative, Rook-On Holidays. With its diversity of unique travel experiences and innovative activities, we are confident that Rock-On Holidays, from Thomas Cook, will address a latent need of this powerful youth market and help us create a new generation of customers for the brand"

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