ONLINE TRAVEL AGENCY INDUSTRY IN INDIA

HOW ONLINE TRAVEL AGENCIES CAN LEVERAGE SOCIAL MEDIA TO GROW ITS BUSINESS

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INDUSTRY OVERVIEW (1/3)

Indian Online Travel Market

Market Size (US million $)

Online Travel Agency

Holidays Hotel Reservation Air Tickets Bus & Rail Tickets Car Rentals Foreign Exchange Services Visa Assistance MICE, etc.

6000 5000 4000 3000 2000 1000 0 2008 2009 2010 2011 2907 3342 4362 5524

Online Travel market accounts for 28% of all travel revenue

Source: PhoCusWright

Two forms of Sales Dynamic Packaging

Customizable and dynamic, allowing customers to build their own trips

Traditional Packaging
Fixed package, consumer having no flexibility in building own trips
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Holiday Demographic Trends (% no of people)

INDUSTRY OVERVIEW (2/3)

100
80 60 96.6 40 20 0 3.4 2004 100 80 60 40 63.5 20 0 2004 2005 2006 2007 2008 2009 63.2 62.5 62.2 62.1 61.8 Female Male 36.5 36.8 37.5 37.8 37.9 38.2 3.9 2005 4.5 2006 4.7 2007 5 2008 5.2 2009 2004 2005 2006 2007 2008 2009 96.1 95.5 95.3 95 94.8

Non-Holiday Takers Holiday Takers

0-14
15-24 25-34 35-49 50-64 Over 65

8
11 19 31 22.5 8.5

7.2
11.9 19 31 23 7.9

7
12.6 19.5 29.9 23.4 7.6

7
12.8 20.2 28.9 23.6 7.5

6.8
12.7 20.3 29 23.7 7.5

6.3
12.5 20.6 29.1 24 7.5

Holiday Takers by Sex (% no of people)

Holiday Takers by Age (% no of People)

Source: EuroMonitor International

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INDUSTRY OVERVIEW (3/3)

Industry Rivalry

Threat of New Entrants

The total no of OTA players is not big and exit cost is high which makes the industry attractive while low fixed cost and undifferentiated product/service makes it less attractive. Overall, the attractiveness of the industry due to industry rivalry is MEDIUM The industry is not capital extensive and there is no economy of scale involved which makes the industry less attractive. Overall, the attractiveness of the industry due to threat of new entrants is LOW

Industry Rivalry 5 4 3 Threat of Substitute 2 1 0 Threat of New Entrants

Buyer Power

Supplier Power

Overall, the attractiveness of the industry is MEDIUM

Supplier Power

There are not many no of suppliers. Moreover, backward integration of the supplier is quite possible. Overall, the attractiveness of the industry due to supplier power is MEDIUM There are large no of buyers and forward integration of the buyers is not possible. However high price sensitivity and not much undifferentiated brand makes the industry less attractive. Overall, the attractiveness of the industry due to buyer power is MEDIUM to HIGH There are huge no of substitutes available in the market such as Direct Company Website/ Agent. However the convenience of using OTAs makes it attractive over its counterparts. Overall, the attractiveness of the industry due to threat of substitute is MEDIUM (c) InRev Systems

Buyer Power

Threat of Substitute

WHY SOCIAL MEDIA (1/9)

STATISTICS
LinkedIn has over 100 million users and adds about 1 million new users to its service every week. The median age of LinkedIn users is 41, and the average user has 60 connections. 20 percent of its members are in the service industry Twitter has more than 145 million users and adds about 6 million new users a month. On average 140 million tweets are sent a day. More than 460,000 new account have been added every day . The median age of a Twitter user is 35 years old and the average user has 70 followers Facebook currently has over 500 million active users around the globe and 50% of these active users log on to Facebook in any given day. Facebook's median age is 31 and its average user has 130 friends and is connected to 80 community pages, groups or events while average user creates 90 pieces of content each month YouTube has 2 billion views per day, and 24 hours of video is uploaded every minute. YouTube achieved for the first time the milestone of 100 videos watched per user last year
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WHY SOCIAL MEDIA (2/9)

NEED
Brand Health Tracking CRM

Access sentiments of customers

Engagement with customers

Consumer Insights

Reaching out to customers

Negative word-ofmouth spreads fast especially in the social media and it is essential to engage proactively with such customers

It is essential to engage with customers to attract new customers as well as to understand the needs of customers

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WHY SOCIAL MEDIA (3/9)

NEED
Has your agency got new product or service which you want to be make aware among your customer base? Social media is the best and easiest place to drive awareness of your product/service Hasten Awareness Foster Innovation & Idea Develops & Deepens Customer Relationship

It is essential for your agency to provide the best service and solution to your customers. By leveraging social media, OTAs can develop and increase their relationship with customers

Social media is the right place to collect information about the company. Social media is filled with suggestions for improvements and ideas and these can be used to foster innovation

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WHY SOCIAL MEDIA (4/9)

POWER
CREATE fan pages to post contact information, recent updates, and most importantly allow fans and the Company a means of communication on the main page and through the implementation of discussions on the fan page DEVELOP catchy and clever ways to express the most recent company information. Consumers can share recent experiences with the company, as well as recommend potential product ideas and innovations UPLOAD and share videos and educate your customers with awareness, testimonial and videos showcasing what your Company truly is

CONNECT the staffs of your Company and RECRUIT the best talents in the industry in this most professional social networking site

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SOCIAL MEDIA INDEX (5/9)

Yatra.com has more than 1600 followers in Makemytrip.com has more than 1000 Twitter and the Company uses it for giving followers in Twitter and the Company also notification and engaging with customers uses it for giving notification and engaging with customers

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SOCIAL MEDIA INDEX (6/9)

Yatra.com has less LIKES as compared to Makemytrip.com in Facebook

Yatra.com engaging and replying to customers queries

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SOCIAL MEDIA INDEX (7/9)

Makemytrip.com is one of the most prominent online travel agency in India using social media as a way of connecting and engaging with customers
Facebook Page Blog

Engagement in Facebook
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YouTube Channel

SOCIAL MEDIA INDEX (8/9)

SOCIAL MEDIA GRADES is calculated based on the interactivity level of the mixed retailers in Facebook, Twitter, LinkedIn, YouTube and Blogs. It shows how active the online travel agencies are in the social media space No of Channels represents the number of social networking sites a mixed retailers is present in

ONLINE TRAVEL AGENCIES MAKE MY TRIP CLEAR TRIP IXIGO YATRA

No of Channels 6 5 5 6

Social Grades 3.35 2.87 2.69 2.64

GO IBIBO

2.42

Social Media Grades for the OTAs in India

(c) InRev Systems

SOCIAL MEDIA INDEX (9/9)

3.5 3

2.5

Interactivity Level

2 1.5 1 0.5 0 0 1 2 3 4 5 6

No of Channels Interaction Plot of the Online Travel Agency in the Social Media Space

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RESEARCH FINDINGS (1/7)

People Talk a Lot About Companies.

But tracking conversations happening online is easier said than done. With SIMPLIFY360, you can track what customers are talking about your retail brand good or bad feedback or even suggestion

ENGAGE and ACT based on the conversation about your brand.

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RESEARCH FINDINGS (2/7)

BRAND AWARENESS: Number of conversations across web

Makemytrip.com as the highest number of mentions in the social media followed by Yatra.com in a period of 1 week while Cleartrip.com has the least conversation; Yatra.com 213, Makemytrip.com - 232, Ixigo.com - 149, Cleartrip.com - 142
InRev Systems 2011

BRAND HEALTH: SENTIMENTS across web for different Online Travel Agencies

RESEARCH FINDINGS (3/7)

YATRA Positive Sentiment % Negative Sentiment % 65.8% 9%

MAKEMYTRIP 72.9% 2.7%

IXIGO 82.2% 3%

CLEARTRIP 68.6% 11.4%

Yatra.com has the least positive sentiment talk about it while Cleartrip.com has the worst negative sentiment talk about it
InRev Systems 2011

RESEARCH FINDINGS (4/7)

COMPARE the demographics age group of your brand talkers with competitors

Most of the conversations about the online travel agencies happen in the age group of 26-35 and 36-45 while for Cleartrip.com, it is talk more about by younger people of the age range of 18-25
InRev Systems 2011

RESEARCH FINDINGS (5/7)

COMPARE the demographics location of your brand talkers with competitors

Makemytrip.com and Cleartrip.com are famous in Mumbai, Goibibo.com in Hyderabad, Ixigo.com in Delhi and Yatra.com in Ahmedabad
InRev Systems 2011

COMPARE the source of messages

RESEARCH FINDINGS (6/7)

All Online Travel Agencies are strongly talked about in Blogs

InRev Systems 2011

INDUSTRY INTELLIGENCE

RESEARCH FINDINGS (7/7)

Tracking the keyword FLIGHT TICKET in Simplify360 There are 28080 mention of the keyword FLIGHT TICKET in the social media within a period of 2 weeks alone 12.55% of the talks about FLIGHT TICKET is related to negative sentiment about the topic Most talks about FLIGHT TICKET happens in Twitter followed by Blogs and Facebook Majority of the talkers about FLIGHT TICKET are people in the age group of 26-35 and 36-45
InRev Systems 2011

Start Using Simplify360 Today

For Details, Visit http://simplify360.com/ http://simplify360.com/blog/ http://www.facebook.com/simplify360 @simplify360

InRev Systems (2011)

Or Send a Mail to david@in-rev.com VP - Sales, InRev Systems