Download - Online Travel Brand Track July 2007 Final
Brand Track Study: Online Travel
July 2007
Prepared by: JuxtConsult, New Delhi
2
Presentation flow• Methodology
• Top lines
• Usage Track
– Usage Status
– User Profile
– Travel Behavior
– Online Travel Usage Behavior
– Media Habits
• Brand Track
– Brand Salience & Perceptions
– Brand Shares
– Brand Performance / Brand Momentux
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• Online Survey between 17th June to 26th June 2007
• Survey run using Google AdWords and AdSense
• Total Sample Collected: 2,192
• Total Sample Used: 1,852 (Brand track Sample – 1,100)
• More recent and new India Online 2007 multipliers (April 2007) were used to make data representative of current total online urban population (multiplier on SEC, town class and region)*
* See special note on the next slide
Methodology
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MethodologySpecial Note:
• In the India Online study this year (2007), the width and depth of sample coverage was increased significantly by including samples from 20K – 50K population towns as well, and by sampling all SEC groups (‘A’ to ‘E’) extensively in all the 31 towns. This makes the India Online 2007 multipliers highly robust and representative of all SEC groups.
• As the sample collected in this quarter’s online travel brand track survey had good representation from SEC ‘D’ and ‘E’ also, these respondents have been included and analyzed in this quarter’s report.
• However, as SEC ‘D’ and ‘E’ were not included in the last quarter’s report (due to insufficient sample achievement), the quarter-to-quarter comparison of profile of online travel users and some of their usage behavior is likely to show noticeable variation. The variations are significant because they bring in the cumulative annual effect of changed multipliers (April 2007 against April 2006).
• Yet it needs to be kept in mind that the effects of these two phenomenon are likely to get manifested more noticeably in user profiles and some travel usage behavior (by making them more representative of the current situation) but not so noticeably in brand preferences and usage.
• This is so because a lower SEC profile ‘may’ imply lower propensity to travel and a possible lower access to internet (and hence to a travel portal) per se. But once the person is on the net there is no higher possibility of one travel portal being accessed more than the others per se (as there are no economic or technical barriers to access any specific travel portal) - the only barrier is in the mind of the person – of being aware or not aware of the brand names of these travel portals.
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Definitions of terms used• Online Travel Users: All internet users who have searched or bought a travel
product online
• Active Users: All online travel users who have searched or bought a travel product online in last 3 months
• SEC: Socio Economic Classification basis education and occupation of the chief wage earner of the household
• Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other forms of brand recall (Top of Mind, Spontaneous) are unprompted recalls
• Cumulative consumer share: All brands used in the last 3 months (multiple usage)
• Primary consumer share: The most preferred brand among all the brands used in the last 3 months (preferred usage)
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Definitions of terms used• Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’
• Brand Persuasion: Ratio of ‘brand likely to use next’ to ‘spontaneous brand recall’
• Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out of’ a brand)
• Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of continuing with the brand)
• Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs of the brand) as a ratio of its ‘current primary consumers’
• Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of mindshare factors like brand persuasion, brand pull and brand loyalty)
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Toplines
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Usage Track
• With the inclusion of SEC ‘D’ and ‘E’ in the user base, the corrected current usage base of online travel category stands at 58% of all regular internet users
• 97% of these online travel users were active in the last quarter, with 71% buying a travel product online (and 26% stopping at just searching)
• Proportion of searchers has gone up 10% points (from 16% in last quarter) and that of bookers has gone down by 10% points (from 81%)
• Among bookers, 87% booked a train or air ticket, 40% booked hotels and 27% tour packages. About 1 in 5 (18%) booked all the three products
• Among the ‘ticket’ bookers, 69% booked train tickets and 60% booked air tickets. Almost half of the train and air ticket booker base (48%) is common
• Hotels bookings showed the highest growth at 31%, followed by air tickets at 20%. In the next 3 months, while usage of train tickets is expected to stay put, that of air tickets and hotels is expected to fall
9
Usage Track
• Shifts noticed in the online travel user profile are: (shifts higher among searchers than bookers)
– 14% shift towards the ‘below 24 years’ age groups
– 31% shift in favor of the smaller ‘others’ city-markets
– 10% shift in favor of the below Rs.10,000 monthly family income households
– 6% shift in favor 2-wheeler ownership, and 7% away from car ownership
– Just 4% and 3% drop in ownership of credit cards and mobile phones
– 6% shift away from home and 8% in favor of cyber café for accessing the net
– 5% shift in favor of checking online travel websites at least once a week
– 5% shift in favor of users who travel for work purpose only
• 41% of the online bookers plan to undertake a vacation in the coming 3 months
10
Brand Track• With 27% top of mind ad recall, Yatra for the first time overtakes Makemytrip which
manages 26% top of mind ad recall. However, Makemytrip continues to lead the top of mind brand recall for the category at 26%, while Yatra follows at 23%
• Though Makemytrip also leads marginally in ‘spontaneous’ brand recall (at 43%), Yatra overtakes Makemytrip again at the ‘aided’ brand awareness level (70% against Makemytrip’s 68%)
• But overall, Makemytrip performs better than Yatra in terms of brand recall as 43% of its brand awareness is top of mind against only 33% for Yatra
• Makemytrip also continues to lead brand ‘associations’ for most of the key category attributes. But Yatra follows as a close second on most of them. Air Deccan also catches up on ‘lowest air fare’ attribute association
• Almost all the key travel portals get similar levels of ‘per capita’ average of number of visits to their website. Only Travelguru gains in both per capita visits and bookings compared to the last quarter
• Though both IRCTC and Yatra improved their ‘visit-to-book’ ratio compared to the last quarter, it is IRCTC which shows a better ‘visit-to-book’ conversion ratio of 0.38
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Brand Track• Leaving aside IRCTC, Makemytrip comes back to lead the category in terms of secondary
consumer share at 36%. Yatra follows at 33% share. Yatra is the only key player to lose secondary user share noticeably (by 6% points), and thereby loses the top slot to Makemytrip
• In terms of primary consumer share, Makemytrip again leads the category at 28%. Yatra
follows next, with 23% share. Makemytrip, Yatra and Travelguru gain primary user share compared to the last quarter
• Makemytrip continues to show the best ‘secondary-to-primary’ user share conversion ratio of 77%. Yatra is not far behind at 71%.
• Yatra shows the highest brand momentum in the current quarter. While Makemytrip, IRCTC and Air Deccan ‘decelerate’, Yatra, Travelguru and Cleartrip ‘accelerate’ in their brand momentum
• Makemytrip ‘decelerates’ due to drop in all the three brand speed factors (persuasion, pull and loyalty). Yatra ‘accelerates’ despite drop in brand pull, as it more than covers up for it in persuasion, loyalty and increased mass
• In the next quarter, Yatra, IRCTC and Travelguru are expected to gain primary share while Makemytrip likely to lose some. If the indicative trend come true, then Yatra is expected to emerge as the new ‘category leader’ for online travel by the end of the next quarter
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Usage Status
13
Online Travel Usage – Current Status
Online Travel Users*100%
Searched and Booked
71%
Note - As per India Online 2007 study, online travel users constitute 58% of all regular urban internet users. This proportion is lower than the 76% reported in last quarter usage track. The lower number is not indicative of any decline in usage of the category but reflects only a correction due to inclusion and better representation of lower SEC groups ‘D’ and ‘E’ in the user base from this quarter. Till last quarter, the user base in the brand track study reflected only SEC ‘A’, ‘B’ and ‘C’.
Active Users - last 3 months 97%
Searched Only 26%
* 58% of all regular internet users in urban India (Source: India Online 2007)
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Online Travel Product Usage - All
• Hotel and tour package bookings went up (+8% and +5%), but travel ticket bookings declined (-11%)
• Opposite trend among searchers – tickets went up marginally (+2%) but hotel and tours declined (-
9% and -14%)
Searchers26% of all Travel users
Train/Air Tickets Only 18% (+6%)
Hotel Only 3% (-4%)
Tour Package Only 8% (-8%)
7% (+1%) 33% (+6%)
12% (+1%)
Train/Air Tickets - 70% (+2%)Hotels - 55% (-9%)
Tour Packages - 65% (-14%)
12% (-13%)
Bookers71% of all Travel users
Train/Air Tickets - 87% (-11%)
Train/AirTickets Only 48% (-13%)
Hotel Only 4% (+3%)
Tour Package Only 2% (+1%)
16% (-)
18% (+4%)
2% (+2%)
5% (-2%)
Hotels - 40% (+8%)
Tour Packages - 27% (+5%)
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Online Travel Product Usage – Ticketing
Ticket Bookers87% of all bookers
Train TicketsOnly 21% (-4%)
Air TicketsOnly
12% (-3%)
Both Train and Air Tickets
48% (-12%)
Train Tickets - 69% (-16%)Air Tickets - 60% (-15%)
Ticket Searchers70% of all searchers
Train TicketsOnly13% (-20%)
Air TicketsOnly
6% (-33%)
Both Train and Air Tickets
45% (+17%)
Train Tickets - 58% (-3%)Air Tickets - 51% (-12%)
• Among bookers, the decline is reflected almost equally in both train and air tickets (-16%
and -15%)
• Among searchers, the decline in usage is significant mainly for air tickets (-12%)
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Online Travel User Profile
17
14% 9% 12%
-14% -9% -12%-20%-10%
0%10%20%
Change from PQ
Demographic distributionGender
• As a result of new weights and inclusion of SEC ‘D’ and ‘E’, the gender equation of all travel users
swings
significantly towards males
86% 83% 84%
14% 17% 16%
0%
20%
40%
60%
80%
100%
Searched only Searched and booked All Users
Current Quarter Male Female
18
13%4% 6%11% 9% 8%
-10% -10% -8%-5%
0%
-2%-8%
-3% -5%-20%-10%
0%10%20%
Change from PQ
Demographic distributionAge
• There is an overall shift towards younger age groups (below 24 years) among the online
travel user base
• This is largely because SEC ‘D’ and ‘E’ net users tend be noticeably younger in their age
profile
• The shift is higher among the searchers as they usually show younger age profile compared
to bookers
17%
10%13%
38%
34%36%
31%
37%34%
8%12% 10%
5%8% 6%
0%
20%
40%
Searched only Searched and booked All Users
Current Quarter
13-18 yrs 19-24 yrs 25-35 yrs 36-45 yrs Above 45 yrs
19
-5% -1% -2%-10% -7% -6%
-11%-1% -3%
26%
9% 11%
-30%
-10%
10%
30%
Change from PQ
Demographic distributionOccupation
• The proportion of ‘other’ occupational groups goes up noticeably, more so among the
searchers
7% 7% 7%7%
17%13%
24% 24% 24%
62%
53%57%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Salaried J unior Salaried Middle/ J unior
Business/ Self employed Others
20
15%
7%9%
-7%
0% -1%
-7% -7% -9%
-1%
0%
0%-1%
0% 0%
-10%
0%
10%
20%Change from PQ
Demographic distributionMarital status
• In line with the age profile, proportion of online travel users who are ‘unmarried’ has increased
noticeably
69%
56%61%
8%12% 10%
23%31%
27%
0% 1% 0%1% 1% 1%0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter UnmarriedMarried without childrenMarried with childrenDivorced/ widow without childrenDivorced/ widow with children
21
-17%
-2% -7%-17% -20% -19%
-2% -5% -5%
35%27% 31%
-40%
-20%
0%
20%
40%
Change from PQ
Geographic distributionCity type
• The proportion of online travel users from the smaller ‘other’ city-markets move up
significantly• Expectedly, their proportion moves up more significantly among ‘searchers’ than
‘buyers’
32%
50%
41%
9% 6% 7%11% 12% 11%
49%
34%
40%
0%
20%
40%
60%
Searched only Searched and booked All Users
Current Quarter Metro Urban uptowns Emerging Towns Others
22
Geographic distribution
City Searched Only
Searched & Booked Only
All Users
Sample Base 482 1,315 1,797
Delhi 9% (-2%) 10% (+2%) 10% (0%)
Mumbai 7% (-7%) 10% (-3%) 9% (-3%)
Bangalore 5% (-2%) 11% (+2%) 9% (+2%)
Chennai 5% (+1%) 6% (0%) 6% (0%)
Hyderabad 4% (-4%) 4% (-1%) 4% (-3%)
Ahmedabad 2% (+1%) 3% (0%) 2% (0%)
Kolkatta 2% (+1%) 2% (-1%) 2% (0%)
Secunderabad 2% ( - ) 2% ( - ) 2% ( - )
Pune 1% (-1%) 3% (-1%) 2% (-1%)
Coimbatore 1% (+1%) 1% (+1%) 1% (+1%)
Top 10 Cities
• Among the main towns, only users from Mumbai and Hyderabad show significant
decline,
more so among the searchers
23
22%
10% 10%
-13%
-1% -4%-4% -2% -2%-7% -4% -3%
1%
-3% -2%
-20%
-10%
0%
10%
20%
30%
Change from PQ
Economic distributionMonthly household income (MHI)
• Proportion of users with MHI below Rs.10,000 increases both among searchers (+22%) as well as
bookers (+10%)
65%
43%
52%
16%21% 19%
8%13% 11%
3%10%
7%8%14% 11%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Up to Rs 10,000/ - Rs 10,000/ - to Rs 20,000/ -
Rs 20,000/ - to Rs 30,000/ - Rs 30,000/ - to Rs 50,000/ -
More than Rs 50,000/ -
24
10% 11%6%
-13%-8% -7%
1%
-5%
1%
-20%
0%
20%
Change from PQ
Economic distributionMost expensive vehicle
• Proportions of 2-wheeler owners goes up among both the searchers and the bookers• Conversely the proportion of 4-wheeler owners goes down, more so among the
searchers (-13%)
52%49% 50%
12%
26%
20%
35%
23%28%
0%
20%
40%
60%
Searched only Searched and booked All Users
Current Quarter Two wheeler Four wheeler No vehicle
25
-3% 0% -1%-3% -5% -3%
6% 5% 4%
-10%0%
10%
Change from PQ
Economic distributionCredit card
• Proportion of credit card owners goes only down marginally (much less than 4-wheeler
ownership)• The proportional drop is almost the same among both the searchers and the bookers
12%21% 17%
5%
22%15%
82%
58%
68%
0%
20%
40%
60%
80%
100%
Searched only Searched and booked All Users
Current Quarter Single card Multiple cards I do not own a credit card
26
-13%
0%
-3%0% 0% 0%1% -2% 0%
12%
2% 3%
-20%
-10%
0%
10%
20%
Change from PQ
Economic distributionMobile Phone
• Proportion of mobile phone ownership goes down only marginally among the
bookers• The drop is more significant among the searchers at –12%
69%76% 73%
3%7% 5%3%
7% 5%
24%
11%17%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter PersonalCompany providedBoth personal and company provided separatelyI do not own a mobile phone
27
Change from PQ
10%
1%
-1%-2% -2% -1%
2% 2%
18%
9%13%
7% 7% 7%
-8%-10%
0%
10%
20%
Current Quarter
45%
38%35%
33%35%
27%23%
26%
18%
9%13%
7% 7% 7%
38%
0%
20%
40%
60%
Searched Only Searched and booked All Users
SEC A SEC B SEC C SEC D SEC E
Socio economic distributionSEC
• SEC ‘A’ users continue to show up proportionately more among the ‘bookers’ than among the
‘searchers’• SEC ‘D’ shows up more significantly among the searchers than among the buyers
28
1% 1% 1%
-1%
-1%
-1%-5%
0%
5%
Change from PQ
Socio economic distributionHead of the Household
• There is no noticeable change in terms of proportion of CWE profile in the online travel
user base* CWE – Chief wage earner
39%
51%46%
62%
49%54%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Not the CWE User is the CWE
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Travel Behavior
30
Current Quarter
15%21% 19%
65%
45%51%
20%
34%30%
0%
20%
40%
60%
80%
Searched Only Searched and booked All Users
Work only Personal only Equally for both
Change from PQ
5% 4%
-15%
3%7%
3%
-8% -11%
12%
-20%
-10%
0%
10%
20%
Primary purpose of travel
• While proportion of searchers traveling for work purpose went up (+12%), proportion of
bookers traveling
for both work and personal reasons came down (-8%)
31
Place of travel within India(Top 10 cities)
Searched Only
Search & Booked Only
All Users
Sample Base 174 Change from PQ
%
618 Change from PQ %
792 Change from PQ
%
Delhi 14% 6% 18% 2% 17% 1%
Mumbai 8% -2% 18% 6% 16% 3%
Chennai 13% 1% 10% 3% 11% 3%
Bangalore 15% 4% 9% 2% 10% 3%
Hyderabad 4% 4% 8% -1% 7% -2%
Goa 9% 5% 5% 3% 6% 3%
Kolkata 1% -2% 3% -1% 3% -2%
Jaipur 3% 0% 2% 0% 2% 0%
Ahmadabad 5% -5% 1% -2% 2% -1%
Visakhapatanam 6% 6% 1% 1% 2% 2%
Regular place of travel – within India
* 3% of the users do not travel in India at
all
32
Place of travel internationally(Top 10 countries)
Searched Only
Search & Booked
Only
All Use
rs
Sample Base 41 Change from PQ %
230 Change from PQ
%
271 Change from PQ
%
US 6% 6% 13% 3% 11% 2%
UK 3% -30% 11% -4% 10% -6%
Singapore 4% 4% 8% 0% 7% 0%
Italy 5% 5% 6% 5% 6% 5%
Australia 5% 5% 4% 3% 4% 4%
Thailand 7% 7% 3% -1% 4% 0%
United Arab Emirates 3% -12% 3% -3% 3% -3%
France 0% 0% 4% 4% 3% 3%
Malaysia 2% 2% 3% -1% 2% -1%
Nepal 1% 1% 2% 2% 2% 1%
Regular place of travel – internationally
* 66% of the users do not travel internationally
at all
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Current Quarter
7% 5% 5%
26%
41%37%
17%
26% 23%
31%
22% 24%19%
7%11%
0%
20%
40%
60%
Searched only Searched & booked All Users
Within this month Next 1-3 months
Next 4-6 months Next 6 months to a yr.
No plan this year
Change from PQ
-2% -4% -3%-6% -5%
5% 3%
16%
1% 4%5% 2% 5%
-8%-12%-20%
-10%
0%
10%
20%
Plan for next vacation
• Though a high 41% of bookers intend to take a vacation in next 3 months, it is down by 5% from the
previous quarter
34
Current Quarter
7%10% 9%
26%
36%33%
21% 22% 22%
7%
12% 11%
17%
7%10%
4%8% 7%
18%
5%8%
0%
10%
20%
30%
40%
Searched only Searched & booked All Users
Aadventure sports, wildlife, etc. Hill station, Scenic spots, etcBeaches Relaxation (Resorts, Spa, etc.)
Sight seeing Amusement Parks, Casinos, etcSpiritual
Change from PQ
-7%
3% 1%
-10%
-4%-6%
8% 8%
1%
-1%
11%
-4%-1%-1%
1% 0%5%
-4%-1%
5%
-3%
-15%-10%-5%0%5%
10%15%
Type of vacation likely to take
• ‘Hill station’ continues to be the most popular ‘intended’ vacation destination• But it’s the ‘beaches’ which show a marked increase in popularity as a vacation destination
this quarter
35
Online Usage Behavior
36
15%
-4%
5%
-25%
5% 2%
0%
0%
-4%
7%
-1% -2%
2%
-1% -2%
2% 0% 0%
-25%
-15%
-5%
5%
15%
25%
Change from PQ
53%
21%
30%
23%
31% 29%
10%
27%22%
9%15% 13%
2%5% 4%3% 2% 2%
0%
10%
20%
30%
40%
50%
60%
Searched only Searched and booked All Users
Current Quarter Only since last 3 month 3 months to 1 year
1-2 years 2-3 years
3 to 5 years More than 5 years
Since when using an online travel website
• While proportion of new bookers (added in last 3 months) is 21%, that of new searchers is a
huge 53%• However, a large proportion of these additions are a result of the cumulative annual effect of
the new
multiplier and not necessarily growth in user base in last 3 months
37
9%
-7% -6%
-14%
7%
-1%
3%8% 8%
2% 3% 2%
-20%
-10%
0%
10%
20%Change from PQ
Place of searching/booking
• Proportion of searchers from home went up +9%, while from place of work went down -14%• In comparison, the proportion of bookers from place of work (+7%) and cyber café (+8%) went up and
home fell (-9%)
62% 63% 63%
27%
56%
48%
24% 22% 23%
2%6% 5%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Home Place of work Cyber café In transit
38
-4%
7% 5%6%
-1% -2%
7%
-10%-7%
-13%
5%3%4%
-1%
1%
-15%
-5%
5%
15%
Change from PQ
31%
38% 36%
27%32% 30%
27%
19%21%
5%10% 8%10%
3%5%
0%
10%
20%
30%
40%
Searched only Searched and booked All Users
Current Quarter At least once a week At least once a month
At least once in 3 months At least once a year
Less than once a year
Frequency of using an online travel website
• Frequency of usage of a travel website increased among bookers at a weekly level (+7%) • Among searchers, frequency of usage increased at the monthly and quarterly level (+6% and
+7% respectively)
39
109
10
8
12
3 34 3
5
0
2
4
6
8
10
12
Makemytrip Yatra IRCTC Travelguru Cleartrip
Current Quarter Avg. visits by all users Avg. bookings by all users
-2-4
-1
4
-1-1 0
12
0-5
0
5
Change from PQ
• Both Makemytrip & Yatra averaged 10 visits per capita in the last 3 months (drop for both, relatively
more for Yatra) • Travelguru is the only player which saw an increase in both per capita visits and bookings compared to
last quarter
Per capita average visits - in last 3 months
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust
conclusion
40
Visit-to-Book Ratios
• In terms of ‘visits-to-book’ conversion ratio, IRCTC shows the best ratio (0.38) after Travelguru
and Cleartrip• IRCTC and Yatra improved their ‘visit-to-book’ conversion ratios the most as compared to the last
quarter • Makemytrip shows a marginal fall in the conversion ratio
0.300.31
0.38
0.45
0.41
0.32
0.24
0.260.33
0.41
0.00
0.10
0.20
0.30
0.40
0.50
Makemytrip Yatra IRCTC Travelguru Cleartrip
Current Quarter Previous Quarter
(+0.07)
(+0.12)
(+0.12)
(-0.01)
(-0.02)
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust
conclusion
41
Products bought online – last 3 months(Bought in current quarter Vs. Bought in previous quarter)
• Despite no growth in usage train tickets continue to be the most bought travel product online
at 72%• Air tickets, hotels and tour packages all show growth in usage compared to previous quarter• Hotels shows the highest growth at +31% points, followed by air tickets at +20% points
Current Quarter
68%
48%
22%
8%4%
9%
72%
0%
20%
40%
60%
80%
All Users
Train tickets Air ticketsHotel/ Spa/ Resort deals Tour packages
Interstate bus tickets Rent a carSouvenirs & Picture postcards
Change from PQ
31%
10%0% 2% 6%
-1%
20%
-10%0%
10%20%30%40%
42• Except for hotels, the current quarter usage were fairly close to the stated intention levels in the
last quarter
Products bought online – last 3 months(Bought in current quarter Vs. Intention to buy indicated in previous quarter)
Current Quarter
68%
48%
22%
8%4%
9%
72%
0%
20%
40%
60%
80%
All Users
Train tickets Air ticketsHotel/ Spa/ Resort deals Tour packages
Interstate bus tickets Rent a carSouvenirs & Picture postcards
25%
-3% -2% -1%
5%5% 7%
-10%
0%
10%
20%
30%
40%
Train tickets Air ticketsHotel/ Spa/ Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards
43
3%
1%
-2%
2%
-1%
5%
1%
-5%
0%
5%
Change from PQ
Mode of payment
• Usage of credit, debit and cash cards continue to increase, albeit only slowly
• Usage of cheque on delivery showed the most noticeable growth (+5%) over the
previous quarter
59%
25%
12%
4%
22%
13%
1%0%
10%
20%
30%
40%
50%
60%
Searched and booked
Current Quarter Credit card Debit cardDirect debit from the bank Cash CardCash on delivery Cheque on deliveryMobile gateways
44
-15%
13% 12% 13%
6%1%
-16%-20%
-10%
0%
10%
20%
Train tickets Air ticketsHotel/ Spa/ Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards
34% 35%
20% 18% 15%
73%
52%
0%
20%
40%
60%
80%
All Users
Train tickets Air ticketsHotel/ Spa/ Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards
• In the next 3 months usage of train tickets is expected to stay put at 73%, air tickets and hotels is
likely to fall• On the other hand, users intend to book tours, bus tickets and rent cars noticeably more in the
next quarter
Future Intentions of buying products online – next 3 months
(Bought in current quarter versus Intention to buy in the next quarter)
45
Media Preferences
46
TV Channels Searched Only(Current Quarter)
Change from PQ
Searched & Booked
(Current Quarter)
Change from
PQ
NDTV 19% 4% 9% -6%
CNN IBN 4% 1% 8% 2%
Star Plus 11% -7% 7% -6%
Aajtak 7% 7% 6% 0%
Discovery 4% 3% 6% -6%
Sun TV 3% -9% 6% 5%
Zee TV 2% -5% 6% 4%
CNBC 5% -1% 5% -2%
Sony 2% -5% 4% 1%
Travel & Living 1% 1% 4% 3%
Most watched TV channel – Top 10
47
Newspapers Searched Only(Current Quarter)
Change from
PQ
Searched & Booked (Current
Quarter)
Change from PQ
The Times of India 28% -17% 49% 6%
The Hindu 21% 11% 16% 2%
The Hindustan Times 5% -13% 7% -1%
Deccan Chronicle 3% -1% 3% 1%
Dinakaran 0% 0% 3% 3%
The Telegraph 3% 1% 3% -1%
Indian Express 5% 5% 2% -1%
The Economic Times 1% 0% 2% -4%
The Tribune 2% 2% 2% 1%
DNA 1% -2% 1% -1%
Most read newspaper – Top 10
48
Magazines Searched Only(Current Quarter)
Change from
PQ
Searched & Booked (Current
Quarter)
Change from
PQ
India Today 31% 12% 26% -5%
Outlook 6% 4% 9% 0%
The Week 3% 2% 9% 3%
Reader's Digest 1% 1% 4% -4%
Star Dust 7% 7% 3% 1%
Femina 7% -10% 3% 0%
Business Today 0% -9% 3% 0%
Sports Star 2% -1% 2% 1%
Women's Era 1% 1% 2% 2%
Business World 2% 2% 2% -1%
Most read magazine – Top 10
49
Radio Channel
Searched Only(Current Quarter)
Change from PQ
Searched & Booked (Current
Quarter)
Change from PQ
Radio Mirchi 41% 18% 36% 4%
Radio City 8% -7% 12% 0%
Red FM 7% -9% 9% 0%
Big FM 3% -10% 7% 4%
Suryan FM 11% 11% 6% 5%
Fever FM 1% 1% 4% 4%
Vividh Bharati 2% 2% 3% 3%
AIR FM RAINBOW 3% 3% 2% 0%
Radio FM 2% 2% 2% 2%
AIR FM GOLD 3% 1% 1% 0%
Most listened radio channel – Top 10
50
Emailing Websites
Searched Only(Current Quarter)
Change from
PQ
Searched & Booked (Current
Quarter)
Change from PQ
Yahoo 54% 17% 47% 0%
Gmail 17% -6% 26% 5%
Rediff 16% -6% 10% -3%
Hotmail 3% -10% 6% -2%
Sify 2% -1% 2% -1%
Indiatimes 1% 0% 1% -3%
VSNL 0% 0% 1% 0%
Most used website for Emailing
51
Online News Websites
Searched Only(Current Quarter)
Change from
PQ
Searched & Booked (Current
Quarter)
Change from PQ
Ibnlive10% 8% 15% 8%
NDTV10% 1% 14% 0%
Yahoo20% 5% 12% 4%
Rediff12% -3% 9% -5%
Indiatimes8% -18% 7% -2%
Google12% 12% 6% 0%
Timesofindia2% -2% 5% 0%
BBC3% 0% 4% 1%
Sify7% 3% 3% -3%
Zeenews 0% 0% 2% 2%
Most used website for Online News – Top 10
Brand Salience and Perceptions
53
24%
29%27%
21%
28%26%
7% 7% 7%7%6% 6%
4% 3% 3%4%3% 3%
0%
10%
20%
30%
Searched only Searched and booked All Users
Current QuarterYatra Makemytrip IRCTC Travelguru Cleartrip Yahoo travels
Top of mind ad recall
• Yatra gets the highest TOM ad recall (27%), though Makemytrip is a close follower (26%)
• Compared to the previous quarter, only Yatra gained significantly in terms of TOM ad recall among both searchers
and bookers
4%
8%6%
3%
-2% -1%-3% -3% -3%
6%
0%
1%1%
0% 0%
1% 0% 1%
-10%
-5%
0%
5%
10%
Change from PQ
54
Top of mind ad recall – All BrandsTop of mind Ad Recall
Searched Only
Search & Booked
Only
All Users
Sample Base 296 804 1,100
Yatra 24% 29% 27%
Makemytrip 21% 28% 26%
IRCTC 7% 7% 7%
Travelguru 7% 6% 6%
Cleartrip 4% 3% 3%
Yahoo Travels 4% 3% 3%
Google 3% 2% 3%
Airdeccan 2% 1% 1%
Goair 2% 1% 1%
Travel India 1% 1% 1%
Raj Travels 2% 1% 1%
Top of mind Ad Recall
Searched Only
Search & Booked
Only
All Users
Sample Base 296 804 1,100
Thomascook 0% 1% 1%
Travel 3% 1% 2%
Jet Airways 0% 1% 1%
Kingfisher 0% 1% 1%
Flightraja 0% 1% 1%
Indian Airlines 1% 1% 1%
Indiatravels 0% 1% 0%
55
Source of ad recallSource of awareness Yatr
aMakemytr
ipIRCTC Travelgu
ruCleartrip
Base: All Users
Television 73% 65% 17% 70% 57%
Newspaper 20% 30% 32% 12% 37%
Magazine/Newsletter 9% 28% 25% 14% 15%
Radio 2% 4% 6% 22% 6%
Internet - Banner on a website 29% 50% 46% 29% 62%
Internet - Text link ad on a website
33% 33% 24% 33% 50%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
1% 9% 9% 2% 3%
Can't recall where I saw the ad 2% 2% 17% 1% 0%
56
YatraTOM ad awareness: 27%
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
Television 73% +14%
Newspaper 20% +6%
Magazine/Newsletter 9% -3%
Radio 2% +1%
Internet - Banner on a website 29% -15%
Internet - Text link ad on a website 33% +7%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
1% 0%
Can't recall where I saw the ad 2% -1%
57
MakemytripTOM ad awareness: 26%
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
Television 65% +7%
Newspaper 30% +5%
Magazine/Newsletter 28% +2%
Radio 4% 0%
Internet - Banner on a website 50% -3%
Internet - Text link ad on a website 33% -1%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
9% +3%
Can't recall where I saw the ad 2% 0%
58
IRCTCTOM ad awareness: 7%
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
Television 17% -1%
Newspaper 32% +4%
Magazine/Newsletter 25% +5%
Radio 6% +2%
Internet - Banner on a website 46% -2%
Internet - Text link ad on a website 24% -17%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
9% +3%
Can't recall where I saw the ad 17% +7%
59
TravelguruTOM ad awareness: 6%
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
Television 70% +47%
Newspaper 12% -14%
Magazine/Newsletter 14% -6%
Radio 22% +22%
Internet - Banner on a website 29% -53%
Internet - Text link ad on a website 33% -35%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
2% -2%
Can't recall where I saw the ad 1% 0%
60
CleartripTOM ad awareness: 3%
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
Television 57% +28%
Newspaper 37% +4%
Magazine/Newsletter 15% -5%
Radio 6% +6%
Internet - Banner on a website 62% +15%
Internet - Text link ad on a website 50% +32%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc)
3% -3%
Can't recall where I saw the ad 0% 0%
61
-1%-3% -2%
0%2%
1%
-3%
0%
-1%
5%
3% 3%
-2%
0% -1%
0%2% 2%
0% 0% 0%
-6%
-3%
0%
3%
6%
Change from PQ
23%
27%26%24%
22% 23%
13%
17%16%
6% 7% 7%
3% 4% 3%3% 3% 3%
0%
10%
20%
30%
Searched only Searched and booked All Users
Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Google
Top of mind brand recall
• Makemytrip still retains its lead as the TOM brand recalled (26%). Yatra close on the heels at 23%
• Compared to the previous quarter, only Travelguru gains share of mind notceably, especially among the
searchers (+5%)
• Makemytrip TOM brand recall dropped marginally compared to the last quarter (-2%)
62
Top of mind brand recall – All BrandsTop of mind Ad Recall
Searched Only
Search & Booked
Only
All Users
Sample Base 296 804 1,100
Makemytrip 23% 27% 26%
Yatra 24% 22% 23%
IRCTC 13% 17% 16%
Travelguru 6% 7% 7%
Cleartrip 3% 4% 3%
Google 3% 3% 3%
Yahoo Travels 3% 2% 2%
Airdeccan 1% 2% 2%
Raj Travels 3% 1% 2%
Travel India 2% 0% 1%
Flightraja 0% 1% 1%
Top of mind Ad Recall
Searched Only
Search & Booked
Only
All Users
Sample Base 296 804 1,100
Jet Airways 0% 1% 1%
Indiatimes Travel 1% 1% 1%
Thomascook 0% 1% 1%
Travel 2% 0% 1%
Indiatravels 0% 1% 1%
Rediff Travel 1% 0% 1%
63
Source of TOM brand recall
Source of awareness Makemytrip
Yatra IRCTC Travelguru
Cleartrip
Base: All Users
From an advertisement 58% 65% 33% 74% 59%
From a news story/article/feature 6% 7% 6% 10% 8%
From a relative/friend/colleague 14% 14% 29% 16% 40%
From a direct mailer/newsletter/sales call
5% 4% 8% 4% 6%
While searching for travel related info using a search engine
44% 28% 31% 17% 42%
From a link on another website 29% 28% 24% 24% 16%
From an exhibition/event 1% 3% 1% 2% 6%
Don't remember 3% 2% 8% 0% 0%
64
Makemytrip
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
From an advertisement 58% -7%
From a news story/article/feature 6% -6%
From a relative/friend/colleague 14% -10%
From a direct mailer/newsletter/sales call 5% +1%
While searching for travel related info using a search engine
44% +2%
From a link on another website 29% +2%
From an exhibition/event 1% -2%
Don't remember 3% 0%
65
Yatra
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
From an advertisement 65% +1%
From a news story/article/feature 7% 0%
From a relative/friend/colleague 14% -5%
From a direct mailer/newsletter/sales call 4% +2%
While searching for travel related info using a search engine
28% -1%
From a link on another website 28% +1%
From an exhibition/event 3% +2%
Don't remember 2% 0%
66
IRCTC
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
From an advertisement 33% -6%
From a news story/article/feature 6% +1%
From a relative/friend/colleague 29% -1%
From a direct mailer/newsletter/sales call 8% +6%
While searching for travel related info using a search engine
31% 0%
From a link on another website 24% +5%
From an exhibition/event 1% 0%
Don't remember 8% +1%
67
Travelguru
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
From an advertisement 74% 46%
From a news story/article/feature 10% 5%
From a relative/friend/colleague 16% 12%
From a direct mailer/newsletter/sales call 4% 3%
While searching for travel related info using a search engine
17% -51%
From a link on another website 24% -41%
From an exhibition/event 2% -2%
Don't remember 0% -2%
68
Cleartrip
Source of awareness Current Quarter
Change from Previous Quarter
Base: All Users
From an advertisement 59% -27%
From a news story/article/feature 8% -15%
From a relative/friend/colleague 40% +11%
From a direct mailer/newsletter/sales call 6% +3%
While searching for travel related info using a search engine
42% +7%
From a link on another website 16% -12%
From an exhibition/event 6% +6%
Don't remember 0% 0%
69
-5%
1%
-1%-3%
2%0%
9% 9% 9%
0%
-5%-4%
-2%
0%
-1%
2%4% 3%
-10%
-5%
0%
5%
10%
Change from PQ
Spontaneous brand recall*
• At 43% Makemytrip barely manages to stay ahead of Yatra at spontaneous brand recall
level
• However, Makemytrip leads more among the bookers (49%), Yatra leads among the
searchers (37%)
• Compared to the previous quarter, only Travelguru has gained spontaneous recall
noticeably (+9%)
* Top 3 brand recalls
31%
49%
43%
37%
45%42%
23% 23% 23%19%
24% 23%
8%
16%13%
6% 5% 5%
0%
10%
20%
30%
40%
50%
Searched only Searched and booked All Users
Current QuarterMakemytrip Yatra Travelguru IRCTC Cleartrip Indiatravels
70
-3%
5% 3%
-6%
20%
12%6%
0% 2%7% 9% 8%8%
1% 2%4%
-1%
1%
-10%
0%
10%
20%
30%
Change from PQ
66%71% 70%
34%
83%
68%
53%
65%61%
36%
47% 44%
32%
45%41%40%
35% 37%
0%
20%
40%
60%
80%
100%
Searched only Searched and booked All Users
Current QuarterYatra IRCTC Makemytrip Travelguru Cleartrip Indiatravels
Aided brand awareness*
• At aided brand awareness level, Yatra leads significantly among the searchers (66%) and IRCTC among
bookers (83%)
• Overall, with 70% brand awareness Yatra leads the pack marginally
• Compared to previous quarter, IRCTC and Travelguru show considerable gain in aided awareness overall
(+12% and +8%)
* Brand names prompted
71
Recall Levels IRCTCMakemytr
ipTravelguru
Yatra
Cleartrip
Aided brand awareness 68% 61% 44% 70% 41%
Spontaneous brand recall 23% 43% 23% 42% 13%
Top of mind brand recall 16% 26% 7% 23% 3%
Ratio of TOM brand recall to Aided brand awareness
0.24 0.43 0.16 0.33 0.07
Change from previous quarter
-0.05 -0.04 +0.05 +0.02 -0.03
Brand recall summary – All Users
• 43% of Makemytrip’s total brand recall is top of mind, while it is 33% for Yatra and 24% for IRCTC
• Compared to previous quarter, Travelguru and Yatra have improved their ratios marginally (+0.05
and 0.02)
72
-3% -3% -2%
5%
2% 3%
-1% 0% 0%
4%
1% 2%0% 1% 0%
3%2% 2%
-6%
-3%
0%
3%
6%
Change from PQ
29% 29% 29%27%
23% 24%
10%12% 12%
7% 8% 7%
4%5% 5%
3%2% 2%
0%
10%
20%
30%
Searched only Searched and booked All Users
Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Thomascook
Share of word of mouth*
* website most likely to recommend
• Despite a 2% fall from previous quarter, Makemytrip still leads the category on share of word of mouth at 29%
• Yatra gains as compared to previous quarter (especially among searchers with +5%) to move up its share at overall
level to 24%
• Other brands who gained share of ‘word of mouth’, though marginally, are Travelguru and Thomas Cook
Brand Perceptions
74
Brand associations – by attributes
• Makemytrip is still the most highly associated brand with most of the key category attributes, in spite of slipping on all attributes
this quarter.
• Yatra follows as a close second to Makemytrip on most attributes
• Air Deccan stands out for its association with the ‘lowest air fare’ attribute* Figures in brackets represent the ‘change’ compared to the previous quarter in percentage
16%15%
15%
17% 17%
13%13%
11% 10%11%
10% 10%
0% 0%1% 2% 2%
7%
2%
4%3% 4%
2%2%
3%
2% 2%1% 1%
2%2%1% 0% 0%
1% 1%
12%
1%0% 0% 1% 1%
3%
0% 0% 0% 0% 0%0%
10%
20%
Lowest air fares Lowest hotel Best tour package Complete travel Great Brand Most dependable
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Indiatimes travel Airdeccan Spicejet
(-5)
(+1)
on the net rates on the net deals on the net related online solutions image service
(+1)
(-1)
(-1)
(-1)(-1)
(0)
(-3)
(0)
(-1)
(+2)
(+1)(-2)
(+1)
(0)
(-3)
(0)
(+1)(+1)
(+2)
(-2)(0)
(0)
(0)
(0)
(-4)
(+1)
(-1)(-2)
(0)(0)
(-1)
(+3)
(0)(+1)(-2)(-1)
(0)(0)
(-4)
(+2)
(+2)
(+1)(0)
(0)(-2)(-1)
75
Brand associations – overall perceptions
Makemytrip Yatra Travelguru Air Deccan IRCTC
1.51.0.50.0-.5-1.0
1.5
1.0
.5
0.0
-.5
-1.0
Most dependable service
Great Brand imageComplete travel related solns.
Best tour package deals
Lowest hotel rates on net
Lowest air fares on net
SpicejetAirdeccan
Cleartrip
YatraTravelguru
Indiatimes travel
Makemytrip
IRCTC
Brand
Att
rib
ute
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand Shares
77
Current Quarter
70%
36%33%
12%9%
36%
0%
20%
40%
60%
80%
All Users
IRCTC Makemytrip Yatra
Travelguru Cleartrip All other brands
Change from PQ
0%
-1%
-6%
-2%
0%
-2%
-10%
0%
10%
Cumulative (secondary) consumer share*
• IRCTC continue to show very high multiple usage (70%) in this quarter as well. Only Yatra loses multiple usage
noticeably (-6%)
• All smaller brands put together (‘others’) have managed to retained significant multiple usage share of 36%. Indicates
growth as well
as a lot of ‘experimentation usage’ in the category* Multiple usage of websites, adds up to more than 100% in usage
78
5% 4%
-2%
3%
0%
-4%-6%
-4%
-2%
0%
2%
4%
6%
Change from PQ
28%
23%
16%
7%4%
21%
0%
10%
20%
30%
All Users
Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Others
Preferred (primary) consumer share*
• In terms of primary user share, Makemytrip retains its top slot with 28% share (a 5% gain over last
quarter)
• Yatra also gains 4% in user preference, to continue at the second spot with 23% primary user
share
• Travelguru is the other brand that has gained primary share (+3%) compared to the previous
quarter
* Most preferred website in usage, adds up to 100% in usage
79
Primary Consumer Shares – All Brands
Change
Current Quarter
Previous Quarter
Brand Actual Share
Actual Share
Makemytrip +5% 28% 24%
Yatra +4% 23% 19%
IRCTC -2% 16% 19%
Travelguru +3% 7% 4%
Cleartrip 0% 4% 4%
Yahoo Travels +1% 2% 1%
Airdeccan -1% 2% 3%
Thomascook +2% 2% ( - )
Spicejet 0% 2% 1%
Change
Current Quarter
Previous Quarter
Brand Actual ShareActual Share
Indiatimes Travel -2% 1% 3%
Indiatravels -1% 1% 2%
Travel India 0% 1% 1%
Indian Airlines 0% 1% 1%
Ksrtc +1% 1% ( - )
Flightraja 0% 1% 0%
Prime travel +1% 1% ( - )
Travel 0% 1% 1%
Google 0% 1% 0%
80
Current Quarter
0.770.71
0.23
0.59
0.46
-
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
All Users
Makemytrip Yatra IRCTC Travelguru Cleartrip
Primary-Secondary consumer share ratios
• Makemytrip continues to have the best ‘secondary-to-primary’ user share conversion ratio of 77%. It is followed closely
by Yatra at 71%
• As compared to the last quarter, Travelguru, Yatra and Makemytrip show significant improvement in their conversion
ratios
• IRCTC not only has the lowest secondary-to-primary share conversion ratio (0.23) but also show a further marginal
decline in it
(+0.22)(+0.14)
(-0.04)
(+0.26)
(+0.03)
81
Reason for brand preferenceSource of awareness Makemytr
ipYatra IRCTC Travelgur
uCleartri
p
Base: All Users
Highly appealing website design 40% 28% 25% 30% 35%
Has the widest choice of travel options - flights/hotels/tour
53% 39% 28% 26% 50%
Has the most relevant choices for my needs - flights/hotels/tours
64% 32% 22% 34% 62%
Lowest fares/deals/offers 72% 63% 32% 68% 66%
Best guidance on travel destinations, travel planning
57% 45% 36% 44% 32%
Most easy to use and find the right information quickly
61% 34% 49% 44% 55%
Most hassle free payment procedure 33% 26% 28% 29% 57%
Best security features to protect online transactions
26% 15% 25% 10% 25%
Highly responsive booking and after-booking service
30% 29% 32% 19% 29%
Nothing Specific / Don't know 7% 9% 15% 13% 8%
82
Makemytrip – reason for preference
Used in the last 3 months 38%
Preferred most 28%
Reason Current Quarter
Change from
Previous Quarter
Base: All Users
Highly appealing website design 40% -9%
Has the widest choice of travel options - flights/hotels/tour
53% -4%
Has the most relevant choices for my needs - flights/hotels/tours
64% +3%
Lowest fares/deals/offers 72% -3%
Best guidance on travel destinations, travel planning
57% +9%
Most easy to use and find the right information quickly
61% +10%
Most hassle free payment procedure 33% -6%
Best security features to protect online transactions
26% +2%
Highly responsive booking and after-booking service
30% -3%
Nothing Specific / Don't know 7% 0%
83
Yatra – reason for preference
Used in the last 3 months 34%
Preferred most 23%
Reason Current Quarter
Change from
Previous Quarter
Base: All Users
Highly appealing website design 28% -11%
Has the widest choice of travel options - flights/hotels/tour
39% -1%
Has the most relevant choices for my needs - flights/hotels/tours
32% -18%
Lowest fares/deals/offers 63% +3%
Best guidance on travel destinations, travel planning
45% +7%
Most easy to use and find the right information quickly
34% -14%
Most hassle free payment procedure 26% -3%
Best security features to protect online transactions
15% -5%
Highly responsive booking and after-booking service
29% 0%
Nothing Specific / Don't know9% +2%
84
IRCTC – reason for preference
Used in the last 3 months 24%
Preferred most 16%
Reason Current Quarter
Change from
Previous Quarter
Base: All Users
Highly appealing website design 25% +8%
Has the widest choice of travel options - flights/hotels/tour
28% +9%
Has the most relevant choices for my needs - flights/hotels/tours
22% -7%
Lowest fares/deals/offers 32% +1%
Best guidance on travel destinations, travel planning
36% -6%
Most easy to use and find the right information quickly
49% -4%
Most hassle free payment procedure 28% -8%
Best security features to protect online transactions
25% -5%
Highly responsive booking and after-booking service
32% 0%
Nothing Specific / Don't know 15% -1%
85
Travelguru – reason for preference
Used in the last 3 months 13%
Preferred most 7%
Reason Current Quarter
Change from
Previous Quarter
Base: All Users
Highly appealing website design 30% -36%
Has the widest choice of travel options - flights/hotels/tour
26% -50%
Has the most relevant choices for my needs - flights/hotels/tours
34% +8%
Lowest fares/deals/offers 68% +38%
Best guidance on travel destinations, travel planning
44% -42%
Most easy to use and find the right information quickly
44% +23%
Most hassle free payment procedure 29% +11%
Best security features to protect online transactions
10% -58%
Highly responsive booking and after-booking service
19% +2%
Nothing Specific / Don't know 13% +8%
86
Cleartrip – reason for preference
Used in the last 3 months 10%
Preferred most 4%
Reason Current Quarter
Change from Previous Quarter
Base: All Users
Highly appealing website design 35% -7%
Has the widest choice of travel options - flights/hotels/tour
50% +1%
Has the most relevant choices for my needs - flights/hotels/tours
62% -4%
Lowest fares/deals/offers 66% -2%
Best guidance on travel destinations, travel planning
32% -21%
Most easy to use and find the right information quickly
55% -11%
Most hassle free payment procedure 57% 0%
Best security features to protect online transactions
25% -10%
Highly responsive booking and after-booking service
29% +2%
Nothing Specific / Don't know 8% -1%
87
Brand Performance Track
88
Brand Sustenance
Brand Sustenance
Ratio of TOM Brand Recall
TOM Ad Recall
How much can your brand transcend the ad
Ratio of 1 represents average efficiency
89
Brand Sustenance IndexChange Current Quarter Previous Quarter
Brand Actual Index
Relative Index
Actual Index
Relative Index
IRCTC 0.692 2.290 100% 1.598 100%
Airdeccan 0.096 1.439 63% 1.343 84%
Travelguru 0.305 1.123 49% 0.818 51%
Cleartrip -0.239 1.040 45% 1.279 80%
Makemytrip -0.061 0.995 43% 1.056 66%
Yatra -0.183 0.839 37% 1.022 64%
• Yatra and Makemytrip seems to be most advertising depended brands in the category
• In fact, Yatra’s sustenance index compared to the previous quarter falls remarkably indicating increase in ad
dependency
* Other brands not included for insufficiency of sample size
90
Brand Sustenance Map
Brand Sustenance
Makemytrip Yatra
IRCTC
Travelguru
Cleartrip
Airdeccan
Thomascook
Indiatimes travel
Indiatravels2.5
3.0
3.5
4.0
4.5
2.5 3.0 3.5 4.0 4.5Top of Mind Ad. Recall
Top
of M
ind B
rand R
eca
ll
Less Sustainable
More Sustainable
91
Brand Persuasion
Ratio of 1 represents high efficiency
Brand PersuasionHow persuasive is your brand story
Ratio of Intention to Buy / Use Brand
Spontaneous Brand Recall
92
Brand Persuasion Index
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
IRCTC 0.024 0.616 100% 0.592 100%
Yatra 0.026 0.473 77% 0.447 75%
Makemytrip -0.070 0.450 73% 0.520 88%
Airdeccan 0.082 0.362 59% 0.280 47%
Cleartrip 0.036 0.303 49% 0.267 45%
Travelguru -0.109 0.294 48% 0.403 68%
• IRCTC’s continues to leads the pack on brand persuasion
• Makemytrip & Travelguru have lost in persuasiveness
• Air Deccan’s persuasion index improved noticeably compared to the previous quarter. Rest of the brands
improve marginally
* Other brands not included for insufficiency of sample size
93
Brand Persuasion MapBrand Persuasion
MakemytripYatra
IRCTC
Travelguru
Cleartrip
Airdeccan Indiatravels
3.0
3.5
4.0
4.5
5.0
3.0 3.5 4.0 4.5 5.0Spontaneous Recall
Like
lihoo
d o
f Buyi
ng
Less P ersuasive
More P ersuasive
94
Brand Pull*
Brand PullAbility of the brand to attract news consumers or consumers of competitive brands
Ratio of (Switch ins to the brand) – (Switch outs from the brand)
Current primary consumer share of the brand
A positive ratio represents a growing brand
95
Brand Pull Index
* Other brands not included for insufficiency of sample size
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
Travelguru -0.102 0.148 100% 0.250 100%
Cleartrip 0.138 0.121 82% -0.017 -7%
Airdeccan 0.264 0.081 55% -0.183 -73%
Yatra -0.072 -0.013 -9% 0.059 23%
IRCTC 0.050 -0.015 -10% -0.065 -26%
Makemytrip -0.143 -0.132 -89% 0.011 5%
• Travelguru continues to show the best brand pull in the current quarter despite of a
fall
• Air Deccan & Cleartrip show maximum improvement
• Makemytrip and Yatra show noticeable decline in brand pull compared to the last
quarter
96
Brand Pull Map
Brand Pull
MakemytripYatra
IRCTCTravelguru
Cleartrip
Airdeccan
Thomascook
Indiatimes travel
Indiatravels
Spicejet
2.0
2.5
3.0
2.0 2.5 3.0Switch outs of the Brand
Swit
ch ins
to the B
rand
Gaining P ull
Losing P ull
Proportionately more switch-outs than switch-ins
97
Brand Loyalty
Ratio of 1 represents maximum efficiency
Brand LoyaltyHow much is your brand retaining its existing consumers
Ratio of Likely to Continue with the Brand
Total Current Users of the Brand
98
Brand Loyalty Index
* Other brands not included for insufficiency of sample size
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
Travelguru -0.018 0.802 100% 0.820 100%
Yatra 0.032 0.792 99% 0.760 93%
IRCTC 0.145 0.765 95% 0.620 75%
Cleartrip 0.082 0.662 83% 0.580 71%
Makemytrip -0.086 0.644 80% 0.730 89%
Airdeccan -0.096 0.544 68% 0.640 78%
• Travelguru shows the best brand loyalty index in the current quarter (80% loyalty), followed by Yatra
and IRCTC
• IRCTC, Cleartrip & Yatra show noticeable improvement in brand loyalty compared to last quarter
• Makemytrip & Airdeccan have lost out on brand loyalty; Makemytrip has lost relatively the most
99
Brand Loyalty MapBrand Loyalty
80% 79% 77%
66% 64%
54%
0%
20%
40%
60%
80%
100%
Tra
velg
uru
Yatr
a
IRCTC
Cle
artr
ip
Mak
emyt
rip
Air
decc
an
Likely to Continue
(-2%) (+3%)(+15)
(+8%) (-9%)
(-10%)
100
Brand Momentux™
It is an index. The higher the better
Brand MomentuxTM
Your future market potential based on your current performance
Brand X Brand SpeedMass Accelerators
Current X Brand Persuasion factor,Users Brand Pull factor,
Brand Loyalty factor
101
Brand Momentux™
* Other brands not included for insufficiency of sample size
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
Yatra 0.010 0.097 100% 0.087 81%
Makemytrip -0.017 0.091 93% 0.108 100%
IRCTC -0.002 0.075 77% 0.077 71%
Travelguru 0.005 0.029 30% 0.024 22%
Cleartrip 0.003 0.015 16% 0.012 11%
Airdeccan -0.003 0.006 6% 0.009 8%
• In the current quarter Yatra leads with maximum brand momentum; though not far away from Makemytrip
• However, Makemytrip’s momentum continues to decelerate as in the last quarter, Yatra’s continues to accelerate as in
the last quarter
• Among other brands Travelguru and Cleartrip ‘accelerate’, while IRCTC and Airdeccan ‘decelerate’ in their brand
momentums
102
Brand Momentux™ Map
Brand Momentum
Spicejet IndiatravelsIndiatimes travelThomascook Airdeccan
Cleartrip
Travelguru
IRCTCYatra
Makemytrip
2.0
2.5
3.0
2.0 2.5 3.0Brand Speed
Bra
nd M
ass
Mass Driven Size
Speed Driven
103
Current Quarter vis-à-vis Previous Quarter
BrandBrand Mass
Brand Persuasion
Brand Pull Brand Loyalty
Brand Momentux
Yatra
Makemytrip
IRCTC
Travelguru
Cleartrip
Airdeccan
Brand Momentux™ Summary
Improved Deteriorated No/Insignificant change
104
Estimated Primary Consumer SharesBrand Previous
QuarterActual Share
Current Quarter Actual
Share
Next Quarter Estimated
Share
Expected Change
Makemytrip 24% 28% 24% -4%
Yatra 19% 23% 26% +3%
IRCTC 19% 16% 20% +4%
Travelguru 4% 7% 8% +1%
Cleartrip 4% 4% 4% 0%
Airdeccan 3% 2% 2% 0%
Thomascook 1% 2% 1% -1%
Indiatimes Travel 3% 1% 1% 0%
Indiatravels 2% 1% 1% 0%
Spicejet 1% 1% 1% 0%
Yahoo Travel 1% 2% 1% +1%
Others 18% 10% 11% +1%
• Yatra, IRCTC and Travelguru are expected to gain primary consumer share in the next quarter, while Makemytrip likely
to lose share
• if this expected trend comes true, then Yatra is expected to emerge as the news category leader by the next quarter
• Other than that, market not likely to show significant changes in the primary consumer shares of other players
Thank You!