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Makemytrip
This document summarizes an analysis of the online travel agency MakeMyTrip. It provides information on MMT's company profile, offerings, market share, consumer touchpoints, and a study of 43 Indian travelers. Key findings include that 60% of hotel bookings are made offline, air tickets represent 95% of online transactions, and processing speed and customer care were rated positively but data entry needs improvement. The document indicates opportunities for MMT to expand into hotel/holiday services and implement service design interventions.
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Makemytrip
- 1. DESIGN MANAGEMENT PROJECT With focus on Service and Experience Design Online Travel Agency (OTA)
- 2. 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
- 3. Offerings Air Travel Hotel and Packages Other Segments •Hotels : Domestic and Int’l •Rail •Domestic : Within India •Packages : •Bus •International : From India –Domestic and Int’l •Car •Inbound : Overseas to India –Conferences and Events •Ancillary Services/Products •Rail Transactions : 185,948 •Transactions : 1,766,905 •Transactions : 109,672 •Bus Transactions : 57,529 •77% of Net Revenues •20% of Net Revenues •3% of Net Revenues Source: PhoCusWright, 2010
- 4. MMT Service Search Engine System Booking Facility CRM Interaction Offering Airline tickets Hotel reservations Holiday packages Website UI Railways tickets Travel Executives Bus tickets Call Centers Car rentals Customer care support Interface Makemytrip.com Model Adapted from Service Design Offering Makemytrip store by Dr. Daniela Sangiorgi, Lancaster University UK
- 5. Market Share 10% 18% 48% 24% Indian OTA Market - $1 Billion Source: PhoCusWright, 2010
- 6. Hotel Transaction Traffic 40% Online Offline 60% 5% Air ticket 10% Holiday Online Offline Online 95% Offline 90%
- 7. Consumer Touch Points Website/Mobile UI Consumer Store/ Travel Agents Call Centre / Tele Agents
- 8. Addressing Grievances 24x7 Customer CareSupport Replacement arrangement Never downgraded Hotel de – listed Customer Feedback
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- 10. MMT Cases Specially Chartered In Trial phase Positive response from flights, following success Popular among western customers of movie 3 idiots nationals Plans to increase in this >5000 passengers in 2 Growing Popularity among segment months travelled to Leh Indians in 2010
- 11. Rapidly Growing MiddleClass 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
- 12. India Internet Penetration 78% 76% 80% 70% Internet Penetration 58% 60% 50% 36% 40% 32% Internet penetration in India - 7% 30% Number of users - 81,000,000 20% 7% 10% 0% US Japan Europe Brazil China India Country Source: Internet World Stats
- 13. Indian Holiday Behavior EmotionalReasons Stress Reliever Planned Activity Travel lovers Guilt Factor
- 14. Internet widely usedfor information Referrals, WOM Buying Behavior Largely domestic travel Check 3 websites before successful booking Travel and Age group Domestic Travel International Travel Religious Travellers – 50+ yrs US/Europe/NZ– 45 – 50 yrs (Vaishnov Devi, Chardham) South East Asia – 30 – 35 yrs Weekend Getaways – 20 – 35 yrs
- 15. Research Methodology Primary researchmethodologies 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.
- 16. Questionnaire Responses Total Number of Respondents : 43 2 8 Everytime Occasionally Rarely 33 5 Air OTA Usage 24 14 Train Multiple 3 16 <5 Mode of Transport <20 <40 24 Occurrence of Travel (Yearly)
- 17. Responses Total Number of Respondents : 43 Cleartrip 2 4 2 5 Irctc 6 11 Airlines Yatra Railways 12 18 Makemytrip Multiple Offline 2 Multiple 24 Offline Preferred OTA Service Type
- 18. 5 1 2 Lengthy 11 Useless Acceptable 21 Bad Too much Good 35 Sufficient 11 Processing & Speed Data Entry Process 4 1 Excellent 18 Good Satisfactory 20 Very Bad Responses Customer Care Support
- 19. 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.
- 20. Approach Creating value forthe users with respect to service provided. Incorporating into existing business process . Delivering with required quality. Adapted from Vinai Kumar
- 21. Ideation Solutions for problemareas 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
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- 26. Conclusion Indian TravelIndustry , 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
- 27. Happy Tripping Thank You