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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

Eco tourism Medical tourism Online travel agent (OTA)

What We Do

Category assessment
Category trends
Sector scan
Property owner benchmarking
Guest NPS survey
Voice of customer
Booking experience mapping
Shopping decision tree
Customer segmentation
Need & intent gap analyses
Digital persona mapping
Employee engagement
Employee satisfaction and NPS
Voice of the channel
Brand health diagnostic
Advertising effectiveness
Product & concept testing
Price benchmarking
Availability visibility study
Go-to-market

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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Category trends

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?

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Sector scan

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?

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Property owner benchmarking

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.?

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Guest NPS survey

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?

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Voice of customer

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?

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Booking experience mapping

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?

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Shopping decision tree

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?

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Customer segmentation

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?

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Need & intent gap analyses

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?

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Digital persona mapping

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?

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Employee engagement

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?

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Employee satisfaction and NPS

What is the employee NPS? What are the drivers of NPS?
How do your employees feel about your brand?
What can you do better as an employer?
How satisfied are the employees with the workplace conditions across different parameters?
What are the areas of strength for your organization?

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Voice of the channel

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?

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Brand health diagnostic

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?

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Advertising effectiveness

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?

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Product & concept testing

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?

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Price benchmarking

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?

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Availability visibility study

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?

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Go-to-market

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?

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Connect with our Travel and Tourism Experts

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Ashish Dhir

Senior Director, Intelligence and Insights

Related Case Studies

Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator

Objective

Client wanted to develop marketing personas based on traveller demographic, pattern, sources of awareness, role of influencers, budget allocated etc.

Methodology

Conducted mystery shopping (N = 50), in assistance with client stakeholders, across consumer segments to understand ongoing consumer behavior, particularly the digital purchase journey
Analysed why behaviors / booking patterns differ among customers and reasons for the same

Impact / Outcome

Helped client develop understanding about different kinds of marketing personas the platform caters to – nature of personalized marketing required to cater to different segments
Detailed recommendations to client on to leverage insights on travel patterns, awareness, booking habits etc.

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Partner journey mapping for a leading hospitality tech brand

Objective

Client wanted to map the end-to-end customer journey across awareness, consideration, engagement, onboarding and post-onboarding of its partners to reduce friction and identify areas of digital intervention for value creation

Methodology

Identified the key touchpoints in the partner journey through in-depth consumer discussions (N = 30) in 5 cities to understand the different onboarding and usage journey of partners on the platform
Conducted unaided focused group interviews to uncover the pitfalls in the partner journey while using website / mobile application of client during the onboarding process
Benchmarked the partner journey with that of a global industry competitor to identify friction points and areas of digital intervention

Impact / Outcome

Developed a partner journey and identified areas for digital intervention to enhance the partner experience

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Quantitative research to understand influencer role in booking of vacation homes by customers

Objective

A leading chain of vacation homes wanted to understand the role of influencers in booking of hotels / holiday homes by different customer segments

Methodology

Developed detailed discussion guides to understand the influence friends / family / colleagues (influencers) have across customer segments which affect the decision-making process
Conducted in-depth consumer discussions (N = 50) across 5 cities to establish different customer segments based on recommendations sought across destination, activities, flight, accommodation etc
Led focus group discussions (N = 10) to understand the role of friends, family, colleagues, search engines, travel agents have in booking of hotels / vacation homes

Impact / Outcome

Identified five key customer segments based on influencer role – mapped customer segments to influencer categories to improve targeted marketing efforts

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Quantitative survey to evaluate Traveller’s Awareness, Mindset & Search points and impact on NPS

Objective

Client wanted to understand the sources of traveller awareness, mindset and its impact on NPS

Methodology

Conducted survey (N > 700) across city tiers, sources of awareness, websites used to understand journey adopted and travel booking-related behavior
In-depth analysis of customer NPS and dominant drivers for each of the three segments (promoters / neutrals / detractors)

Impact / Outcome

Helped the client with detailed insights on traveller journey and which levers should be impacted to enhance the booking experience

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Quantitative survey to understand consumer behavior (frequency, duration, channels used, spend etc.) for launch of specialized offering by a leading OTA

Objective

A leading OTA wanted to assess consumer behavior (frequency, duration, channels used, spend etc.) across metros and non-metros to identify customer personas to launch a specialized offering

Methodology

Conducted consumer survey (N = 500) and in-depth consumer interviews (N = 20) across 10 cities (mix of metro, tier 1 & 2 cities) for different customer segments (based on gender, income, % disposable income spend on travel etc) to understand the consumer behavior and nature of spend
Implemented statistical analysis such as regression, classification on the data-set to uncover which factors are the most relevant in initial booking and subsequent loyalty
Identified relevant segments to target for OTA platform’s new offering

Impact / Outcome

Equipped the client with detailed insights on travel consumer behavior on OTA platforms to launch offering
Client incorporated pricing and customer experience features based on recommendations

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