Unlocking the Domestic Travelers's Mindset : Smart Strategies to Boost Travel Retail

To boost domestic travel retail, understanding the consumer mindset is key. These travelers want convenience, local experiences, value for money, and still care about safety. So, how do we approach them? And how do we train staff to connect with them effectively?

Consumer Mindset: What Are Domestic Travelers Looking For?

1. Convenience is King: Domestic travelers are often in transit and don’t want to waste time. Think about someone rushing through an airport on a business trip. They’re looking for a quick bite, maybe a grab-and-go coffee, or an easy-to-pack snack. They appreciate fast checkout, like self-service kiosks, so they don’t get stuck in long lines. If you can make shopping effortless, they’ll keep coming back.

Example: A business traveler might love having a dedicated “quick buy” section with items like travel chargers, pre-packaged meals, and neck pillows. A small, clearly-marked aisle or shelf can make their trip much smoother.

2. Unique, Local Experiences: People who travel domestically are often looking to connect with their destination. They want a piece of it to take home—something that feels authentic. Tourists visiting Jaipur might look for local Blue Pottery, Block Print Textiles & Kundan Jewelry or handmade crafts. It’s not just about buying; it’s about experiencing the culture of the place.

Example: Think of offering “regional collections” in your store. If you're in Lucknow, showcase , handcrafted chiken kari Embroidery, Ittar ( Perfume) & Zardozi work. It's about creating an emotional connection with the place.

3. Value Matters: Domestic travelers are often more budget-conscious compared to international tourists. They’re not always looking for luxury brands—they want good deals, especially on items they can find back home. Promotions, discounts, and loyalty rewards are key to drawing them in.

Example: A family on vacation might be tempted by a “buy one, get one free” offer on sunscreen or kids' snacks. They’re looking for convenience but also don’t want to overpay.

4. Safety Still Counts: Even though travel restrictions have eased, customers still care about cleanliness and contactless options. They expect hand sanitizers at the entrance and prefer digital payment methods.

Example: A sign showing “Sanitized every hour” near counters can reassure customers. Contactless payment systems, or even apps that allow pre-ordering for in-store pickup, will make customers feel safer.

How to Approach Domestic Travel Customers

1. Personalized Offers and Experiences: Don’t rely on generic promotions. Use data to tailor offers to specific groups. A regular business traveler might appreciate a coupon for a quick grab-and-go meal, while a tourist might love a discount on local souvenirs.

Example: Airports could partner with local food vendors to offer unique meal deals for travelers. For example, “Buy a local sandwich, get a free drink”—something they can’t get elsewhere.

2. Speed and Efficiency: Make shopping fast and simple. From clear signage to easy payment options, reduce any friction points. If customers see long lines or disorganized shelves, they’ll skip the purchase altogether.

Example: Think of the Apple Store model—staff walking around with handheld checkout devices. Customers don’t need to stand in line; they can pay right where they are. Quick, easy, and no hassle.

3. Loyalty Programs: Encourage repeat business by rewarding travelers who pass through regularly. Think about a points system that gives them discounts the next time they shop, or even a “locals-only” deal for those frequenting nearby travel hubs.

Example: For someone who flies regularly from Mumbai To Ahmedabad for work, a loyalty program offering discounts on snacks, drinks, or phone chargers would keep them coming back to your store.

Training Staff to Boost Sales

1. Customer-Centric Sales Training: Your staff needs to recognize different types of customers quickly. A business traveler on a tight schedule will have very different needs from a family on vacation. Training should focus on reading these signals and tailoring service accordingly.

Example: Train employees to ask questions like, “Are you in a hurry, or do you have time to browse?” This way, they can either suggest a quick purchase or guide the customer through more personalized options.

2. Knowledge of Local Products: Give your staff the stories behind local or unique items. Customers love a good story, and staff who know their products can turn a simple purchase into an experience.

Example: If a customer asks about a handmade necklace, the employee could explain how it was made by local artisans, turning a casual interest into a sale.

3. Digital Skills: In today’s world, it’s not just about physical interaction. Your staff needs to be comfortable with digital tools, whether it’s helping customers with mobile payments, navigating a store app, or suggesting items online for delivery.

Example: Staff could assist customers in downloading your app to check for special in-store deals or pre-order items for pick-up on their next trip.

4. Promoting Health and Safety: Customers are still wary of health risks. Ensure your staff is trained to maintain hygiene standards, assist with contactless services, and offer reassurance to concerned shoppers.

Example: Staff should be trained to point out safety features, like hand sanitizing stations, and remind customers of contactless payment options.

By focusing on what makes domestic travelers tick—speed, local experiences, value, and safety and providing staff with the right training, you’ll create an environment that attracts customers and makes them want to return. It's not just about selling a product; it’s about creating a memorable travel experience.