makemytrip
TRANSCRIPT
Online Travel Agency (OTA)
DESIGN MANAGEMENT PROJECTWith focus on Service and Experience Design
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 .
Company Profile
Source: Makemytrip.com
Source: PhoCusWright, 2010
Offerings
•Domestic : Within India•International : From India •Inbound : Overseas to India
•Transactions : 1,766,905•77% of Net Revenues
Air Travel
•Hotels : Domestic and Int’l•Packages : –Domestic and Int’l–Conferences and Events
•Transactions : 109,672 •20% of Net Revenues
Hotel and Packages
•Rail•Bus•Car•Ancillary Services/Products
•Rail Transactions : 185,948•Bus Transactions : 57,529•3% of Net Revenues
Other Segments
MMT Service
OfferingInteraction
SystemSearch Engine
Booking FacilityCRM
Airline ticketsHotel reservationsHoliday packages
Railways ticketsBus tickets Car rentals
Customer care support
Website UITravel Executives
Call Centers
Interface
Makemytrip.comMakemytrip storeModel Adapted from Service Design Offering
by Dr. Daniela Sangiorgi, Lancaster University UK
48%
24%
18%
10%
Market Share
Source: PhoCusWright, 2010
Indian OTA Market - $1 Billion
Others
Transaction Traffic
95%
5%
OnlineOffline
Air ticket
40%
60%
OnlineOffline
Hotel
10%
90%
OnlineOffline
Holiday
Consumer Touch Points
Website/Mobile UI
Store/ Travel Agents
Call Centre / Tele Agents
Consumer
Addressing Grievances
Replacement arrangement Never downgraded
Hotel de – listed
x24 7Customer Care Support
Customer Feedback
Offers
Leh Bhutan Maldives
MMT Cases
Specially Chartered flights, following success of movie 3 idiots
>5000 passengers in 2 months travelled to Leh in 2010
In Trial phasePopular among western nationals
Growing Popularity among Indians
Positive response from customers
Plans to increase in this segment
Rapidly 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.
Source: McKinsey 2010
India Internet Penetration
Source: Internet World Stats
US Japan Europe Brazil China India0%
10%
20%
30%
40%
50%
60%
70%
80%78% 76%
58%
36%32%
7%
Country
Inte
rnet
Pen
etra
tion
Internet penetration in India - 7% Number of users - 81,000,000
Indian Holiday Behavior
Emotional Reasons Planned ActivityStress Reliever
Travel lovers Guilt Factor
Buying Behavior
Internet widely used for information
Referrals, WOM
Largely domestic travel
Check 3 websites before successful booking
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
Travel and Age group
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.
Research Methodology
OTA Usage
Occurrence of Travel (Yearly)
5
1424
AirTrainMultiple
Mode of Transport
Questionnaire Responses
16
24
3
<5<20<40
Total Number of Respondents : 43
33
8
2
EverytimeOccasionallyRarely
4
18
2
12
5
2Cleartrip
Irctc
Yatra
Makemytrip
Multiple
Offline
Preferred OTA
11
24
6
2
AirlinesRailwaysMultipleOffline
Service Type
ResponsesTotal Number of Respondents : 43
5
12
35
LengthyUselessToo muchSufficient
1
18
20
4
ExcellentGoodSatisfactoryVery Bad
Data Entry Process
Processing & Speed
Customer Care SupportResponses
21
11
11
AcceptableBadGood
Usage for hotel and holiday services low.
Scope for improvisation and development.
Service design intervention could be a possible solution for the problem.
Interpretation
OTA Service Usage/ Reach Matrix
Approach
Creating value for the users with respect to service provided.
Incorporating into existing business process .
Delivering with required quality.
Adapted from Vinai Kumar
IdeationSolutions 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
Customer Retention Blue print
Pilgrimage Tourism Package
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 traveler’s behavior and striking the right move would benefit travel agency greatly
Conclusion
Thank You
Happy Tripping