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‘Make my trip’ directs maximum traffic to Indian OTAs: Experian

According to Experian’s report on Indian online
travel agencies, online search by brand name of an OTA is very high and among
all, ‘make my trip’ is the search term that is leading maximum traffic to OTAs.
Besides this, cheap air tickets and railway reservations are the generic search
terms leading maximum traffic to OTAs in India. Experian HITWISE in India
tracks two lakh websites, 6 million search terms across 119 categories. The
report tracks online consumer behaviour trends from April 2010 to April 2011.

According to Experian’s report on Indian online
travel agencies, online search by brand name of an OTA is very high and among
all, ‘make my trip’ is the search term that is leading maximum traffic to OTAs.
Besides this, cheap air tickets and railway reservations are the generic search
terms leading maximum traffic to OTAs in India. Experian HITWISE in India
tracks two lakh websites, 6 million search terms across 119 categories. The
report tracks online consumer behaviour trends from April 2010 to April 2011.

Revealing the visit-share of OTA websites in India, the report
said that 3 OTAs account for two in three visits by consumers in India.
MakeMyTrip has shown a quarter on quarter growth of over 50 per cent in the
last quarter and Expedia has the highest growth in terms of visit share on a
Year-on-Year basis from April 2010 to April 2011 recording 32.8 per cent, while
MakeMyTrip is a close second with 28.5 per cent growth.

Speaking to AlooTechie about the objective behind the survey,
Navin Chandani, managing director, marketing services and business information,
Experian Services India, said, “The current report on OTAs is to see how
consumers are responding to online travel bookings and the use of OTAs for the
same.”

According to Chandani, the report suggests that
the top 4 OTAs – MakeMyTrip, Yatra, Cleartrip and Travelocity have retained their
rankings which is as expected taking into consideration their first-mover’s
advantage and sustained online and offline marketing. “However new entrants such
as Expedia have also increased their visit share significantly. Sustained
marketing efforts and service offered are key for the growth on OTAs,” Chandani
added.

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