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Travel and Tourism
Helping Travel & Tourism clients across airlines, hotels, OTAs, payments with insights on consumer sentiment, designing of customer journeys and to enhance digital presence and recall
What we do
- What is the total Travel and Tourism market in India?
- What is the demand / market potential for each category within Travel and Tourism?
- How does the competitive landscape look like across segments such as airlines, hotels, OTAs etc.?
- Which companies / brands hold the largest share? Which companies are growing fast?
- What are the growth drivers / barriers? Any differences across sub-segments?
- What are the new emerging sub-segments?
- How satisfied are consumers with the available options?
- What are the whitespaces in segments like loyalty, booking etc.? What are the opportunities for extension?
- What is the market size and growth rate of the Travel and Tourism category? How are sub-segments within the category growing?
- What is the growth outlook for the categories / sub-categories?
- How are consumer needs changing?
- How does the unit economics and profitability look like for each category?
- Are there global segments within Travel and Tourism in other advanced markets yet to enter India?
- Which business models are doing well? Why?
- What are the key trends and innovations driving category growth?
- What is the current competitive landscape in the Travel and Tourism sector? How are different players positioned?
- How are players faring across segments such as hotels, airlines, OTAs etc.?
- Have new-age segments within the sector created value for stakeholders?
- What are the growth drivers for the sector and sub-segments?
- What are the leading brands? Are there upcoming brands in the segment?
- What are the top concerns of property owners of a given brand?
- How does the property owner of a given brand perform on key strategic, operational and financial parameters?
- What was the property owner baseline (Revenue, EBIDTA etc.) before partnering with the brand? What is the overall increase in these metrics across selected clusters of properties?
- How have direct and indirect revenue levers been influenced?
- How have fixed and variable costs changed?
- How do various properties vary across customer experience, guest retention, loyalty etc.?
- How likely is the guest to promote this brand or service?
- Which customer segments are unsatisfied and at-risk for the brand or service?
- What are drivers for customer loyalty and NPS? How does the brand fare on those?
- What are the industry and competitor NPS benchmarks?
- What are common global best practices that can be implemented to drive customer experience?
- What are latent and unmet needs of the travel customer? What do travellers value the most?
- How does the feedback vary across traveller segments (business. leisure)?
- Where do customers want the brand / service to improve?
- What is the customer’s feedback on new products / services / concepts etc.?
- What are the top 3 factors travellers look for while purchasing for the service?
- Is the customer journey broken? What are the pain points?
- What are the things that the brands can improve upon?
- How is the booking experience? How many steps do consumers need to complete before completing bookings?
- Is the user experience seamless? What are the hurdles which customers face before completing the booking?
- What are the prices across different booking channels (offline and online)?
- Does the booking experience align with customers perception of brand?
- How does one establish a competitive advantage in booking?
- What are the various reasons for customer’s intention to buy?
- What are the key purchase criteria (price, type of vacation, distance to destination, available alternatives etc.) that users evaluate before taking a decision?
- Is the content promoted by the brand / service positively influencing shopper decisions?
- How many levels are there in the shopper decision tree – what are the nudges across various levels?
- How can the decision tree be improved?
- Who are the key customer segments? What is their persona?
- How do needs, preferences, and behavior vary by demographic, geographic or psychographic profile of the travel customer?
- What are different aspirations of the travel customer?
- How is the digital presence of the consumer – online booking of holidays, subscribed to holiday memberships, usage of OTA apps etc?
- Which customer segments are most valuable for your brand / service?
- How can you target specific customer segments?
- What are the travel customers’ expectations and perception of the brand / service?
- Where are the gaps between travel customer expectations and current product offerings / service levels?
- Is there are supply-demand mismatch in the market? How big is the opportunity?
- What are the underlying reasons for the gap?
- Are there any new entrants in the market that are focussing on these gaps?
- What do the global analogues show about fulfilling gaps for the existing players?
- What are the communication changes needed to manage customer expectations?
- What are the traveller personas that contribute to a major share of the brand / service?
- How educated is the travel consumer?
- What is the NCCS profile of the customers?
- What is the online usage behavior of the consumer?
- How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?
- What are the purchase patterns represented by travel personas? Does it vary significantly?
- How the digital experience can be altered to provide better experience to different personas?
- What are the drivers for employee productivity and motivation?
- How does the company score across various dimensions of People Value Creation framework (PVC) framework? How do they stand against similar companies?
- What are the current employee engagement levels? How can that be improved?
- How do employer actions impact employee productivity and organizational KPIs?
- What has been the trend in employee retention / churn? What are the reasons for them?
- How satisfied are the employees with the rewards and recognitions policy of the organization?
- What are the improvement areas in terms of training and learning for the employees?
- What is the feedback from multiple channel participants on brands / services?
- Which services / offerings / packages are channel partners most satisfied with across categories and why? How is their overall experience?
- What are the reasons for preference of a particular brand / service over others?
- What are the TATs across various stages of customer journey (Discovery & Booking, Fulfilment)? How do they compare with competitors?
- What tactics are competitors pursuing in the market?
- What do trade partners like / dislike about the brand?
- How can the brand / service improve its relationship with partners?
- What is the maximum potential for different brands / services in the market?
- What is the degree of brand awareness with respect to competitors?
- How does brand awareness change with demographics and customer needs and taste?
- How slowly / quickly is the brand growing relative to competitors?
- What is the brand / service salience in the market? What are trial and conversion rates?
- What is the customer retention rate and CLTV? How does it compare to industry standards?
- What are some of the best practices to strengthen brand value?
- What is the perception of the advertisement campaign content?
- What is the annual advertising spend & ROI? How does it compare to competitors?
- What are the advertising channels deployed? Where does it lack compared to industry?
- What is the effect of advertisements on customer acquisition and retention?
- Which ads are performing better than the others?
- Which channels are most effective in reaching customer?
- What is the effectiveness of product / concept?
- How to do the pilot testing of the proposed product / service? What should be the target audience (leisure / business travellers)? Why?
- How to get customer feedback on proposed new product launches?
- What is the ideal methodology for testing new product attributes? What should be the sampling plan?
- What are the strengths and weaknesses of new product / concept?
- What should be key message and tonality while advertising the new product launch?
- What products are offered by competitors at different price points?
- What is the competitive position of brand’s products against that of competitors?
- What are the product attributes / complementary features for which the customer is ready to pay the premium?
- What are the different promotions used to lower price across periods? What is the strategic rationale?
- How can price be used as a strategy to win market share?
- What is the percentage of display space offered by OTAs to the brand?
- Are there any product offerings relevant to customers but not available to them? If yes, why?
- What is the availability and visibility across geos and channel types (OTAs, own website, partner channels etc.)? How does it compare to competition?
- What are the weak channels / geos in terms of availability & visibility?
- Where are OTAs / property owners facing a shortage of?
- What is availability of fast selling packages vs. low selling packages? Why?
- How does the brand visibility vary across customer segments and locations?
- What is the total addressable market for the brand / service?
- What can be the possible share of serviceable obtainable market?
- What should be the brand’s target customer segment? What are their typical personas and preferences?
- What is the customer journey for the target customer? Where is it broken? Where can it be improved?
- What is the competitive intensity in the region? What should the communication strategy be to cut through the noise?
- How is the market evolving? What customer / product segments are driving growth of the market?
- How to develop the value chain necessary to run operations, from supplies to legal permits?
Category assessment
- What is the total Travel and Tourism market in India?
- What is the demand / market potential for each category within Travel and Tourism?
- How does the competitive landscape look like across segments such as airlines, hotels, OTAs etc.?
- Which companies / brands hold the largest share? Which companies are growing fast?
- What are the growth drivers / barriers? Any differences across sub-segments?
- What are the new emerging sub-segments?
- How satisfied are consumers with the available options?
- What are the whitespaces in segments like loyalty, booking etc.? What are the opportunities for extension?
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