OYO, India’s leading vacation rental online marketplace company release a new ad ‘registaan’ post-pandemic period, targeting distinct regions. The ad thus fabricated gives glimpses of a resurgence before the epidemic situation. OYO has been focusing more on leisure travel this year and uses region-specific ads as a means for this.
The Covid-19 has been a huge blow to the Indian tourism and hospitality sector, which contributes a significant one-tenth of its GDP. The sector comprising hotels, restaurants, tour and travel operators, wedding and conference contribute more than $250 billion. The report conducted by JLL, a global property consultant states it requires at least 13 to 14 months for their portfolios to recuperate 2019 levels in terms of RevPAR (revenue per available room).
With the advent of a new year, circumstances are being transposed and businesses, as well as the entire world, are attuned to it. The travel and tourism industry is no exception and has started its revival hitherto with the Covid vaccine in the picture now.OYO gets on with these waves through its latest ads, which endeavor to induce the desire for travel. ‘Registaan’ the new ad released on January 2021 considered to be the finest one. Backgrounded with the blistering deserts of Rajasthan, this 87 seconds long ad is an exquisite blend of catchy music, lyrics, and funny graphics. By portraying Jaipur, one of the most visited destinations, in its ad, it aims at not only destination promotion but also at notifying the latest traveling trends. An increase in OYO’s traffic during the past weeks manifest the success of these ads. OYO expects large revenge tourisms this year on every long weekend and holidays. Since lockdown, it has scaled the highest number of stays this weekend attributing to long holidays due to republic day. Places like Kochi, Jaipur, Udaipur, etc have shown positive growth in leisure tourism. The number of visitors from groups as well as from families has also increased especially those belonging to the age group between 18-25 years old. They are expecting even more responses in February from the youngsters and therefore opted for digital mediums to target them.OYO is now focusing more on region-specific ads this year to bounce back to its business to the early stage.
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