Industry Pros Weigh In On Today’s Travel Market: Parinetta Sethi, Chief Editor and Publisher, Pinnacle Connect
Beyond wreaking havoc on global travel, the pandemic disrupted the work of lifestyle media editors and content producers alike. Parinetta Sethi, Chief Editor and Publisher of Pinnacle Connect shares how some of India’s biggest lifestyle magazines, including GlobalSpa, Peak Life and Millionaire Asia India, are adapting to these times and what readers want now.
This interview has been edited for length and clarity.
1. How has the pandemic impacted your content/editorial work, timelines, etc.?
The pandemic sure has disrupted timelines. The team tends to work at their own pace, which was rather trying earlier. But we have found a mid-path where we ensure that work is completed, even if it’s at their own pace.
2. Domestic travel has been a large focus for Indian travel media given international travel restrictions. How are you approaching international travel content in the second half of 2021? And 2022?
We have been covering a lot of international travel content, even through the pandemic. Consumers were keen to read about it even if they couldn’t travel. In fact, we are going to be covering more and more international travel content in the second half of 2021. Our readers are planning ahead and hoping to be able to take off in 2022.
3. Outdoor travel, road trips and getaways focused on relaxation were trending globally. How do you think city break destinations can position themselves for success in India?
Wellness tourism and relaxing holidays are expected to be the biggest travel trend in 2022. International brands need to come up with spa packages that give the consumer a relaxing break and an assurance of safety protocols. We all know that business travel will take a bit more time to come back, but leisure will bounce back faster.
4. What content is most popular among your readers?
Our readers look for content that gives them a visual experience of a destination. They want to know things about the destination that are unique. They want to know interesting experiences they can have at the destination. It really is no longer about ticking the regular things off the list, but more about experiencing and living the destination.