Asserting that Cox & Kings is always a step ahead of competition, Sen claims, "We always think out of the box. Every new concept that we have introduced in the market has been aped by competition. This can be noticed even in the ongoing summer campaign. Secondly, our pedigree gives us immense impetus; we are the oldest travel company in the world and this gives our clients the confidence to book with us and take us seriously."

Meanwhile, the customer profile has undergone tremendous change in terms of the demographics over the years. Their attitude towards travel, includes changes in food preferences and the willingness to experiment with cuisine with the entry of international fast food chains and exposure to world trends. Sen gives more insight, "Also, with the easing of restrictions on foreign exchange, travel abroad has become easier. With these restrictions out of the way, the Indian customer can have a more relaxed holiday."

He feels that the first time traveller and family travellers are most comfortable in a group tour as the tour operator takes care of all the requirements and everything is done under one roof. "As a tour operator, we have the advantage of consolidation and therefore the customer gets the benefit of affordable prices. The concept has not changed dramatically - there are large number of people who prefer going on a group holiday package even more than once," he adds.

Globalisation has come with its own set of challenges. Worldwide security has become a critical issue after 9/11 and the global traveller is treading with caution with possibility of epidemics in certain parts of the world. "The main challenge is something that's out of our control - it may be a Tsunami, political unrest or a terror strike. They do have an immediate impact on travel. I hope that these incidents do not occur. However, let me say that unlike in the past, the Indian travel market bounces back faster," says the optimistic executive director. The other challenges that the industry faces, according to him, are its growth outpacing that of manpower and IT.

The company's approach to the future will be a continuation of its philosophy of consistency - to give more value to the customer. "We have a very practical and down-to-earth approach when selling a holiday. All our sales staff are advised not to oversell and not compromise on the quality. I think that this is the right approach that one needs to take if you are a serious player in the market," he explains.

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