UBM India launches ‘India’s Most Preferred – Travel & Tourism Brands’ initiative
A unique nationwide quest to identify and celebrate India’s favorite brands in the Travel &
tourism space
Mumbai, 17th April, 2018 : UBM India, the country’s biggest travel show organiser, is pleased to
announce the launch of India’s Most Preferred (IMP) – Travel & Tourism Brands.
IMP will comprise a nationwide quest for India’s most preferred travel & tourism brands, and
conferring on them, the exclusive privilege to license the prestigious ÍMP logo for all their marketing
engagements, such as online campaigns, hoardings, merchandising, press announcements, product
packaging and advertising. A sophisticated coffee table book will also be created, profiling these
much loved brands, their inspiring growth stories, how they have carved a niche and risen up the
popularity index and their vision for the future.
Significantly, the brands who make the grade will be felicitated at the gala India’s Most Preferred
Unveiling show, a televised glamorous evening of style, insights, entertainment and celebration in
the midst of industry stalwarts.
Speaking on the announcement of India’s Most Preferred – Travel & Tourism Brands, Mr Yogesh
Mudras, Managing Director, UBM India, said, “We are proud to launch ‘India’s Most Preferred’ in
the Travel & Tourism sector this year, when we also celebrated the gala silver jubilee edition of
SATTE, our leading B2B travel trade engagement show. Owing to its expertise in domain, and spurred
by the success of IMP in the jewellery sector last year, UBM India is impeccably placed to launch IMP
in the T&T arena. Through our work in the sector, we identified a critical need to know which brands
are most preferred among potential consumers, in a market spoilt for choice and divided by
categories. So far, we have catered to the industry through exhibitions, content, awards,
conferences, and road shows — and our due diligence process through IMP is a fitting step forward.”
He added, “The list of the most preferred brands is being arrived through exacting, intensive and
independent research and survey and we are sure our Coffee Table Book will be a toast to the
excellence of the travel and tourism domain.”
The IMP initiative has previously been undertaken by UBM India for the jewellery domain last year
to spectacular results and feedback.
Tourism in India has significant potential considering its rich cultural and historical heritage, variety
in ecology, terrains and places of natural beauty. The Travel and Tourism domain is also a potentially
large employment generator besides being a significant source of foreign exchange for the country.
Foreign tourist arrivals (FTAs) in India increased 18 per cent year-on-year to reach 723,000 in
September 2017. Similarly, FTAs on e-Tourist Visa in India increased 71 per cent year-on-year to
118,000 in September 2017.
India is expected be ranked among the top five business travel markets globally by 2030, as business
travel spending in the country is expected to treble until 2030 from US$ 30 billion in 2015
The IMP initiative by UBM India stems from the proactive role it plays in connecting the community
and establishing superior standards within it. The survey to find out the most preferred brands is
being conducted in association with renowned research agencies. Undertaken in over 20 cities
across India, the survey respondent profile comprises SEC A1 and A2 with an annual household
income of INR 12 Lakh or more. The survey will base itself on factors such as brand recognition &
recall, service quality, brand recommendation, customer loyalty & buying behaviours and
consideration. The study and survey comprises both the consumers (B2C) and Stakeholders (B2B) in
50: 50 ratio.
IMP travel and tourism will have the below categories for brands: –
1. Tour operators
2. Hotels
3. Resorts & Clubs
4. Car rentals
5. Online travel agencies
6. Tourism boards & destinations among others.
The IMP logo will be the benchmark that will make consumers understand which brands have
higher and better mind space amongst regular travellers and business stakeholders.