DESIGN MANAGEMENT PROJECT

With focus on Service and Experience Design

Online Travel Agency

(OTA)

Company Profile
MakeMyTrip (MMT) found in April, 2000
Offices in 23 cities across India
4 international offices in New York , San Francisco, Singapore and
Sydney
Several franchise locations
Major market share
Every eleventh domestic flights in India booked via MMT .

Source: Makemytrip.com

Offerings
Air Travel

Hotel and Packages

Other Segments

Hotels : Domestic and Intl

Domestic : Within India
Packages :
International : From India
Domestic and Intl
Inbound : Overseas to India
Conferences and Events

Rail
Bus
Car
Ancillary Services/Products

Transactions : 1,766,905
77% of Net Revenues

Rail Transactions : 185,948

Bus Transactions : 57,529
3% of Net Revenues

Source: PhoCusWright, 2010

Transactions : 109,672
20% of Net Revenues

MMT Service
Syste
m

Search Engine
Booking Facility
CRM

Offerin
g

Interact
ion

Airline tickets
Hotel reservations
Holiday packages
Railways tickets
Bus tickets
Car rentals
Customer care
support

Website UI
Travel
Executives
Call Centers

Interfa
ce

Model Adapted from Service Design Offering

by Dr. Daniela Sangiorgi, Lancaster University UK

Makemytrip.com
Makemytrip store

Market Share

Source: PhoCusWright, 2010

ers
Oth

10%
18%
48%

24%
Indian OTA Market $1 Billion

Hotel

Transaction Traffic

40%

60%

5%

Online
Offline

Air ticket
10%

Online
Offline

Holiday
Onlin
e

95%
90%

Consumer Touch Points

Website/Mobile
UI

Consume
r
Store/ Travel
Agents

Call Centre / Tele

Agents

Addressing Grievances

24

x7

Customer Care Support

Replacement
arrangement
Never downgraded
Hotel de listed

Customer Feedback

Offers

MMT Cases

Leh
Specially Chartered
flights, following
success of movie 3
idiots
>5000 passengers
in 2 months
travelled to Leh in
2010

Bhutan Maldives

In Trial phase
Popular among
western nationals
Growing Popularity
among Indians

Positive response
from customers
Plans to increase in
this segment

apidly Growing Middle Class

Estimated to constitute around 25% of Total Households by
2015 and 46%by 2025, controlling 44% and 58% of the total
disposable income in the country.
Growth in disposable income levels will drive future growth of
Travel Market in India.

ource: McKinsey 2010

ndia Internet Penetration

Internet Penetration

80%
70%
60%
50%
40%

78%

Internet penetration in India

- 7%
Number of users 81,000,000

76%
58%

30%

36%

20%

32%

10%

7%

0%
US

ource: Internet World Stats

Japan

Europe

Country

Brazil

China

India

ndian Holiday Behavior

Emotional Reasons

Travel lovers

Stress Reliever

Planned Activity

Guilt Factor

Internet widely used for information

Buying Behavior

Referrals, WOM
Largely domestic travel
Check 3 websites before successful
booking

Travel and Age group

International Travel
US/Europe/NZ 45 50
yrs
South East Asia 30 35
yrs

Domestic Travel
Religious Travellers 50+
yrs
(Vaishnov Devi, Chardham)
Weekend Getaways 20
35 yrs

Research Methodology
Primary research methodologies
Online Travel Agency (OTA) users consumer behavior.
Questionnaire about travel usage, occurrence of travel,
preferred online travel, service type etc.
Personal interview with the customers and stake holders.

estionnaire Responses

Total Number of Respondents : 43

2
8
Everytime
Occasionally
Rarely
33

OTA Usage
24

14

Air
Train
Multiple

3
16

<5
<20
<40

24

Occurrence of Travel

(Yearly)

Mode of Transport

Responses

Total Number of Respondents : 43

Cleartrip
2

Irctc

11

Airlines
Railways
Multiple
Offline

Yatra
12

18

Makemytrip
Multiple
Offline

Preferred OTA

24

Service Type

5
1

Lengthy
Useless
Too much
Sufficient

11
Acceptable
21

Bad
Good

11

35

Processing & Speed

Data Entry Process

Responses

18

20

Excellent
Good
Satisfactory
Very Bad
Customer Care Support

Interpretation
OTA Service Usage/ Reach
Matrix

Usage for hotel and holiday services low.

Scope for improvisation and development.
Service design intervention could be a possible
solution for the problem.

Approach
Creating value for the users with
respect to service provided.
Incorporating into existing business
process .
Delivering with required quality.

Adapted from Vinai Kumar

Ideation
Solutions for problem areas in service were identified
by ideation.
Customer Retention :
Improve satisfaction level of the customer and
increase customer retention for the hotel and holiday
segment.
New Prospects :
New prospects in the service industry pertaining to
hotel and holiday segment.

Cricket hospitality package

Pilgrimage tourism package

tomer Retention Blue print

Pilgrimage Tourism Package

Conclusion
Indian Travel Industry , greater potentials to be uncovered.
Innovative packages, Convenient offers and lucrative deals
Solutions , Outcome of research conducted in a small scale.
Research needs to be taken forward and conducted in a large
scale.
Understanding travelers behavior and striking the right move
would benefit travel agency greatly

Happy Tripping
Thank
You