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Singapore-based private equity and VC firm Wilson & Hughes PTE announced on Tuesday the relaunch of the travel services brand Cox & Kings, which it had acquired earlier this year via an insolvency process, as per reports.

The reimagined Cox & Kings will now pivot towards four core business segments: leisure travel, business travel, specialized tours, and travel technology, as per a statement from Wilson & Hughes in a report.

Wilson & Hughes secured the Cox & Kings brand along with its collateral in June 2024 through a purchase facilitated by the National Company Law Tribunal (NCLT). The firm did not disclose the transaction amount. Notably, this acquisition is separate from the former entity Cox & Kings Ltd, which is still under liquidation due to past financial troubles.

In addition to the Cox & Kings brand, the firm acquired a portfolio of over 200 sub-brands, including Duniya Dekho – “See the World with Us”, Bharat Dekho – “Discover the Wonders of India”, Luxury Escapades – “Unparalleled Luxury, Unforgettable Journeys”, Bhakti Yatra – “A Spiritual Journey Awaits”, Holiday 365 – “Your Perfect Getaway, Every Day of the Year”, Tour to Feast – “A Culinary Adventure Across Cultures” among others. 

Wilson & Hughes sees Cox & Kings as an ideal platform to redefine the customer-centric approach demanded by today's travel market. Leveraging its expertise across sectors such as finance, FMCG, building materials, and hospitality, Wilson & Hughes plans to combine tradition with innovation to re-establish Cox & Kings as a trusted global travel brand.

Originally established as a prominent name in the travel industry, Cox & Kings faced severe financial setbacks in 2019, leading to bankruptcy proceedings and eventual liquidations. The existing obligations and legal issues remain tied to the former company, as confirmed by Wilson & Hughes.

Wilson & Hughes revives Cox & Kings, focusing on modern travel solutions

With less than a month left for the Diwali festival, domestic tourism is set to witness a surge in demand due to the long weekend around that time. According to a digital travel company, 77% of Indian travellers intend to utilize long weekends to optimize their vacation days around the Diwali festival on November 1. 

The travel company's accommodation search data revealed that Udaipur is the top trending domestic destination for Indian travelers, witnessing a 220% increase in searches followed by Puducherry (200%) and Mumbai (35%).  

Booking.com revealed that couples are seeking for locations that are rich in culture with romantic settings. Udaipur, Puducherry and Jaipur have been the top choice of couples, the online travel firm said.

	
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For families,  Udaipur, Goa, Jaipur, Hyderabad and Ooty are popular choices, allowing both historical exploration and exciting experiences. 

Adventure and social connections are top priorities for groups. "The stunning palaces of Udaipur and Jaipur, along with the pristine beaches of Goa, Puducherry and Varkala, attract groups seeking relaxation, reconnection and exploration together," Booking.com mentioned.

Bustling nightlife, historical landmarks, and local cuisines have drawn solo travellers to Bengaluru, Mumbai, New Delhi, Hyderabad and Chennai, the report added.

	
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With increased connectivity and relaxed visa processes, short-haul international destinations are gaining traction during the festive period. According to Booking.com data, searches for Dubai, Bangkok, and Singapore have surged by 65%, 74% and 95%, respectively.

Santosh Kumar, Country Manager for India, Sri Lanka, Maldives, and Indonesia at Booking.com said, “As Indians embrace the spirit of Diwali and seek enriching experiences, we're thrilled to witness the surge in searches across both domestic and international destinations".

Diwali travel boom: 77% of Indians plan to utilize long weekends for vacation

World Tourism Day, celebrated annually on September 27th, serves as a global reminder of the significance of tourism to our society, culture, economy, and environment. This day is dedicated to raising awareness of the cultural exchange and economic development that stem from travel, encouraging individuals to explore the world's diverse offerings.

This year, World Tourism Day 2024 will take place in Tbilisi, Georgia - a country celebrated for its breathtaking landscapes, rich cultural heritage, and warm hospitality.

Nestled at the crossroads of Europe and Asia, Georgia presents an array of natural beauty, from the majestic peaks of the Caucasus Mountains to the picturesque coastline of the Black Sea. Hosting this global event not only allows Georgia to showcase its tourism potential but also highlights the theme "Tourism and Peace."

To honour this special day, let us reflect on some of the most memorable tourism advertisements that have left an indelible impact on travellers worldwide. Here are some standout examples.

<strong>1. Incredible India</strong>

The "Incredible India" campaign exemplifies successful tourism promotion, inviting people globally to explore the vast wonders of the Indian subcontinent. It highlights India's diverse heritage, vividly portraying the nation's rich cultural history, historical landmarks, and stunning landscapes.

<iframe width="560" height="315" src="https://www.youtube.com/embed/ysLPnOaUah8?si=DnVgGlUh00jdseTO" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Through a blend of striking visuals and engaging stories, "Incredible India" encapsulated the spirit of the country, featuring everything from the iconic Taj Mahal to lively festivals and bustling markets. The campaign offers a virtual journey that lures travellers with the promise of an immersive and unforgettable experience.

<strong>2. Tourism Australia - Super Bowl Commercial</strong>

During the 2018 Super Bowl, Tourism Australia unveiled the "Dundee: The Son of a Legend Returns Home" campaign, featuring Chris Hemsworth and Danny McBride. The campaign cleverly leveraged Australian stereotypes alongside the playful notion of a sequel to the "Dundee" films, leaving many momentarily convinced it was an actual movie.

<iframe width="560" height="315" src="https://www.youtube.com/embed/NNJKWVmK-GM?si=et7Hx3OsD6dvHFDD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

This witty ad was part of a bold travel marketing strategy for Australia, effectively highlighting the nation's breath-taking landscapes, distinct wildlife, and relaxed vibe. It ignited widespread buzz and conversation, evolving into a memorable phenomenon that resonated across digital platforms long after the Super Bowl ended.

As of June 2018, the campaign achieved impressive results, amassing over 102 million video views on social media and generating more than 14,000 media articles, which contributed to an equivalent advertising value exceeding $85 million. Additionally, it produced a total of more than 300+k leads from Australia.com and garnered 103.3. million television commercial ratings. The campaign reached an astounding audience of 9.2 billion through various articles and led to a 30% increase in sales. It was further recognized with 8 coveted Cannes Lions advertising awards.

<strong>3. "Malaysia, Truly Asia"</strong>

The "Malaysia, Truly Asia" campaign stands as a captivating tourism advertisement, enticing travellers to discover the varied wonders of this Southeast Asian destination. It highlights Malaysia's distinctive appeal by presenting its cultural diversity, stunning landscapes, and welcoming hospitality. With a memorable tagline, the campaign promises an authentic and immersive Asian experience.

<iframe width="560" height="315" src="https://www.youtube.com/embed/uZ3tB1UO1hM?si=n8Eat3gLoCIFG2AQ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The ad takes viewers on a visual tour, revealing the country's rich identity. From the vibrant street markets of Kuala Lumpur to the tranquil beaches of Langkawi and the historical landmarks of Penang, it beautifully showcases Malaysia's cultural mosaic.

<strong>4. South African Tourism - "24 Hours of Wow"</strong>

To enhance their marketing efforts, South Africa's tourism board sought to shift tourists' focus away from the traditional safari experience and highlight the diverse array of attractions throughout the country. To achieve this, they developed an innovative microsite titled "24 Hours of Wow." This engaging platform showcased 144 six-second video clips, each highlighting a unique activity or destination, thereby presenting an enticing glimpse into the other remarkable offerings of South Africa.

<iframe width="560" height="315" src="https://www.youtube.com/embed/zkw3zBHVaWI?si=wCi9Mmqv1L-VDmSP" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

<strong>5. Tourism Ireland - Doors of Thrones</strong>

In 2016, Ireland cleverly capitalized on the immense popularity of the TV Series Game Of Thrones, much of which was filmed in Northern Ireland, including iconic locations like the Dark Hedges trail. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/2OTLFjuabk0?si=oHnwPoADH8YoCNfk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Partnering exclusively with the show, they launched the "Doors of Thrones" campaign, where each door corresponded to a specific episode of the upcoming season. The campaign's message encouraged fans to visit Ireland and explore the filming locations of their beloved series.

This initiative by the Ireland tourism board aimed to engage younger audiences by tapping into a cultural phenomenon they connected with.

<strong>6. Switzerland - Yodel Ay Hee Hoo</strong>

What better way to promote the countryside than by inviting people at a train station to take an impromptu day off and experience the Swiss Alps?

That's precisely where the Swiss Tourist Office nailed it in one of their heart-warming tourism campaigns, delivering a powerful reminder of how often we neglect to pause and unwind from our hectic schedules.

<iframe width="560" height="315" src="https://www.youtube.com/embed/j5vkSHseqCs?si=bzW2wBgXCGTkis4Q" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

To enhance the authenticity and give it a personal touch, the campaign went up a notch higher by featuring a live stream from the Alps, where an elderly man extended a personal invitation to commuters at Zurich's train station, urging them to join him in the mountains. 

This creative initiative surprised daily commuters, prompting them to reconsider their typical workday routine and contemplate whether to seize the opportunity for a free day in the Alps.

<strong>7. Hong Kong Tourism Board - VR Time Travel</strong>

When the Hong Kong tourism board partnered with Timelooper to introduce a VR time travel experience, their goal was to offer an immersive journey for viewers.

<iframe width="560" height="315" src="https://www.youtube.com/embed/Ufia4txeqck?si=MO3LgXqJMCAW-Oy8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The virtual reality tour transported users to 1960s Hong Kong, where they could witness a kung-fu battle on Hollywood Road, see aircraft landing at Kai Tan airport, and explore more iconic scenes. This campaign highlighted the destination in a fresh and captivating manner.

<strong>Sources:</strong> <em>Tourism Australia, ColorWhistle, YouTube, Bannerflow</em>

Celebrating World Tourism Day: A Look Back at Global Tourism Ad Campaigns

Travel agency platform Thomas Cook India is leveraging Artificial Intelligence, spiritual tourism, and tier-2 cities to scale up its business. According to Executive Chairman Madhavan Menon, "the group has and continues to invest significantly in AI-powered platforms, systems, and solutions to enhance the customer experience". The travel firm will achieve it through product and service innovation, and leveraging technology, he added.

Last week, the travel services company announced the launch of an AI-powered platform through which customers can customize their holidays. 

Additionally, Thomas Cook India has promised to 'redefine spiritual tourism' in the country by unveiling hidden gems or sacred sites and ensuring their accessibility. Thomas Cook and its subsidiary SOTC’s data have indicated an increased demand of 100% Y-o-Y for spiritual tourism.

Notably, spiritual tourism has witnessed a boom in India and makes up 60% of the country's domestic tourism. The industry is estimated to grow at a compounded annual rate of 16.2% and is likely to reach $4.6 billion in size by 2033, the Mumbai-headquartered company added.

The company has also intended to expand its offerings in tier-2 and tier-3 cities due to a surge in domestic tourism. Menon said in the calendar year 2024, they have opened five resorts and are planning to open 8-10 resorts during the rest of the year. The company will focus on "Expanding the sales and distribution footprint across the country to cover more than 5,000 partners, covering Tier 2 and Tier 3 cities", he added. Thomas Cook expanded its foreign exchange business in Tier-2 and 3 cities by opening seven outlets in the current calendar year, according to Mahesh Iyer, Executive Director at Thomas Cook.

Thomas Cook India's net profit was marginally up to Rs 73 crore in the first quarter of FY2025 from Rs 71 crore in the same period last year. The company's standalone total income stood at Rs 788.7 crore for the quarter, up from Rs 766.28 crore in Q1 FY2024. The company's advertisement expenses have increased by 92% to Rs 27.65 crore in FY24 from Rs 14.4 crore. The standalone net profit jumped to Rs 99.9 crore in FY24 from Rs 1.5  crore.

Thomas Cook India capitalizes on AI, spiritual tourism, and tier-2 cities to boost biz

Earlier this week, Cleartrip CEO Ayyappan Rajagopal announced a new captain on board on social media, keeping the identity under wraps. This strategic teaser campaign sparked curiosity and got people talking, perfectly aligning with Cleartrip's plan to generate buzz. The brand is onboarding Mahendra Singh Dhoni as their long-term brand ambassador to attract new customers and win back past users.

"We needed a celebrity who embodies trust and can say, 'This is the brand I use and endorse’ and there's no better person than MSD to do that for us,” said Rajagopal. 

In his conversation with Storyboard18, Rajagopal also discussed plans for the long-term Dhoni partnership, new product launches, upcoming campaigns, travel trends, and the growing "You Only Live Once" travel mentality across generations.



Edited excerpts


<strong>We saw your campaign teaser where you talk about onboarding a new captain and its none other than Mahendra Singh Dhoni. Why him?  Tell us a little about this campaign that you are launching?</strong>




Firstly, this is a very critical campaign for us because it's the first one since onboarding hotels. We were wondering who would be the ideal celebrity to endorse our brand.  ClearTrip is an OG (original)  brand in the travel space and when it comes to anything related to established brands, you need someone who cuts across geographies and is a true legend.  Mahendra Singh Dhoni (MSD), as we all know, is a legend and one of the very few personalities who connects with people regardless of whether they follow cricket. He cuts across demographics, ages, and geographies – every single target audience out there would say they can connect with Dhoni.  Additionally, the online travel agency (OTA) space is all about trust. We needed a celebrity who embodies trust and can say, 'This is the brand I use and endorse’. There’s no better person than MSD to do that for us.




<strong>The timing of the campaign and getting MSD on board is interesting because its also the IPL season? Is this a coincidence or did you plan it this way to make the most of the craze around MSD?</strong>



It's a very interesting story for us internally. We always wanted to do this campaign but were divided on the timing. We debated whether to go for the summer season sale (typically April-May when bookings surge due to school vacations). After internal discussions, the entire campaign, from concept to execution, was completed in just one week. It was an all-in-house effort, with some help from external directors. Everything, from script to implementation, was done internally. Coming to whether it is a coincidence or a planned one on timing, yes its planned because of MSD and IPL. There is a lot of buzz about MSD right now whether its going to be his last IPL season or not, so there is going to be crazy noise in and around IPL across social media and it's very evident from the huge response we’ve gotten from the teaser.




<strong>What is the nature of your association with MSD? Is this a one time endorsement or there is a longer partnership in the picture? Also, what is the media plan around the campaign?</strong>

This is a long term association. Anything with MSD has to be long. As a brand we are here to stay and we are here with MSD with a longstanding partnership. We have a strategy in place around how we’d work with him. There are multiple campaigns planned with MSD for Cleartrip. With respect to mediums, considering we are a digital player, the over indexation will happen a lot more over digital medium starting with Insta, X, Meta and all the other platforms on digital medium. Of course there will be some amount of ATL as well but predominantly this will be a digital led campaign and considering the huge monthly active user base that social media has been garnering. This year we are hearing IPL is hitting it off the charts with respect to digital viewerships. We believe digital is the right platform and will give us enough new customers. 





<strong>Every new campaign comes with KPIs and expectations on ROI. What do you want this campaign to do for the brand?</strong>

What we have realised is that the stickiness of customers on Cleartrip is always very high. The moment customers come and book a ticket with us along with one of the flexibility constructs that we have, people know that we are here to back them through their entire booking journey. So if anything goes wrong with the booking we are here to support them and ensure they get the complete refund when they book with products like Cleartrip Flex Choice Max. So these are the products that have helped us to retain customers and hence this campaign has been designed to bring in a lot more new users which is a lot more top of the funnel for us. So people who would have never used Cleartrip in the past or have used it a long time back and not come back for whatever reason, we want them to come back to our platform. So this is about reactivation and the second metric being onboarding new users. 






<strong>What else will we be seeing from Cleartrip through the year? Walk us through our marketing strategies for 2024-2025.</strong>



In the last few quarters we have been launching several new product initiatives on both air ticket booking and also hotels booking. Our hotels catalogue is completely revamped and our ratings have become one of the best in the industry. It is completely Gen AI generated, it is not a typical manual rating and reviews system. That makes it a lot easier for consumers to understand which hotels are good for them. Even with buses the flexibility contracts we have launched is one of a kind. So all of these put together, the three critical lines of business are air, hotels and buses and there is a lot of work that has gone into these aspects. Secondly, we’ve always worked on affordability where we bring in the low cost EMI construct. These are the product led initiatives we are focussed on. 
When it comes to marketing we have always stood out with our campaigns. Our campaigns have been a lot more clutter breaking. We see ourselves as a challenger brand, and to effectively cut through the crowded marketplace, our messaging needs to be impactful. 



Every three months we will come up with something new that the market has not seen, it could be digital led campaigns, it could be social campaigns, it could be word of mouth campaigns but it will be one of a kind. That's what we’ve been focussed on and the next twelve months will not be very different from that. 




<strong>Moving on to overall market performance, can we say travel has touched pre-pandemic levels?</strong>

Travel has been one of the few categories that has been able to grow year on year in the last two years. Post covid everyone was talking about revenge travel. That definitely came up, no debate on that. We were all internally wondering whether it would be just an initial spike. However it wasn’t. The numbers have been stacking very very well. Last winter was very good. The current summer season bookings look very good and this is in spite of average prices shooting up like never before.


So the prices have gone up, the demand has gone up, the supply hasn’t gone up exactly in the same pace. So if you look at the number of aircrafts that are available both for domestic and international use, it is not the same as what it used to be pre pandemic. In Spite of that the number of flying passengers have hit the pre-pandemic numbers. It just shows that the aircrafts are running full and the prices are high but people are still travelling.



Initially it was just the GenZ who were going by the YOLO (you only live once) rule, currently we are seeing not just the GenZ but millennial and everybody out there saying YOLO, lets all travel. So overall the industry is looking very good. If supply comes up in the next few months, the numbers will look even better than what it is today. 



<strong>The government, especially our Prime Minister, has been very bullish about domestic travel. What are your observations on domestic travel?</strong>

We are very clearly seeing good upside on domestic traffic as well. And two trends are very clearly coming out. The first one being spiritual travel, which is to Ayodhya, to Puri and all these treasures across the country. The searches on Google and on the platform have all gone up. Again it's not just the senior citizens but across age groups and this trend is not going to die down anytime soon. 


The second part is about unexplored places and Instagrammable places

The number of social media creators who make content on travel is crazy. They don’t want to talk about your Agras and Jaipurs, they want to talk about hidden treasures and that has been going up tremendously. Creators are busy saying things like “Hey you know I found this hidden treasure, 80 kms from Mumbai”. 

That is what people want to talk about. Influencers finding unexplored territories is a big trend people are following. Coming back to the domestic travel bit, people have realised that there are a lot of places in the country unexplored and not just the top two or three locations that have always been in focus. 



Cleartrip strategically announces Dhoni as brand ambassador during IPL season

Almost 16 years after launch, online travel agent Cleartrip has undergone a brand revamp. The company, which was acquired by Flipkart in 2021, has revealed a new brand identity and logo as a first step toward the brand's next growth phase.

At its core, the company said that the new brand identity represents the company’s refreshed customer-focused approach to enable an easy hassle-free travel journey and encourage customers to travel more. 

The new logo, while retaining its iconic element, stays true to the brand’s mission of making every travel dream a reality. Showcasing optimism, the tick breaks out of the box opening out unbound opportunities to travel.

<strong>Taking the brand narrative forward</strong>

In a conversation with Storyboard18, Kunal Dubey, chief marketing officer, Cleartrip, says that after the acquisition by Flipkart in 2021, the company has restarted its journey with huge ambitions attached with it.

“The pandemic has changed the whole perspective on travel itself. Also, when we look at the category, OTA has largely been the same and this was the motivation for us to relook at building the brand Cleartrip. We had to take a call on whether we would like to be just another booking agent or serve the customers through innovative products, service and hence gain trust,” he shares.

Dubey says that the new brand identity is only the first step towards steering Cleartrip to take a huge chunk of India’s travel market.

“Cleartrip is not a new brand and it has a huge brand equity. Almost one third of our base is still organic and every small intervention that we make on the brand side has given us extremely positive results. All our research shows that Cleartrip commands brand loyalty in the market, he says.  

The idea of the revamp is to build an image that aligns with the company's future goal of making every travel dream a reality. Hence, "we chose to retain the iconic tick mark, however subtly breaking the box that signifies our core thought of making travel inbound,” Dubey adds.

<img src="https://images.storyboard18.com/storyboard18/Cleartrip-New-Logo.png" alt="" width="586" height="160" class="alignnone size-full wp-image-1970" />

<strong>Addressing consumer travel anxieties</strong>

In a post-pandemic world, Dubey says that people do not take travel for granted anymore. Hence, Cleartrip’s intention is to address consumer’s uncertainties, fears and anxieties. 

The company is currently working on a festive campaign which will be unveiled in the coming weeks.

“We are a digital first brand and most of our marketing efforts are digital heavy including martech solutions such as personalization, programmatic and even serving on TV through connected TV,” Dubey says.

In terms of travel trends, Dubey says that in today’s post-covid scenario, the booking window has shrunk across both air and hotel categories. In hotels, the company is witnessing over 50 percent bookings coming in a week before check-in.

“One interesting trend to note includes the length of stay has become longer along with an increase in the count of people in a booking. With respect to the air business, in addition to the quantum of domestic pent-up demand growing, we are seeing a continuous upward trajectory of growth in our international business as well. However, there are certain routes like India and USA where capacity is less than the demand,” he notes.

“The new brand identity had to reflect and deliver to the demands of the consumer and be more energetic, young and dynamic meant for all kinds of travel and travellers," shared design agency Clay that worked on Cleartrip’s new identity. 

"The refreshed design expresses the resurgence that the market will hopefully take to, with a confluence of a reworked identity in a bright orange and white, a more dynamic and free tick mark that breaks all boundaries,” the company added. 

Launched in July 2006, Cleartrip India Pvt was acquired by Flipkart in April 2021 and subsequently, Adani Enterprises acquired a significant minority stake in Cleartrip in October 2021.


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