Socia Media & Online Travel Agency

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This presentation shows how Online Travel Agencies could leverage Social Media for the growth of its business

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Socia Media & Online Travel Agency

  1. 1. ONLINE TRAVEL AGENCY INDUSTRY IN INDIA<br />HOW ONLINE TRAVEL AGENCIES CAN LEVERAGE SOCIAL MEDIA TO GROW ITS BUSINESS<br />(c) InRev Systems<br />
  2. 2. <ul><li>Holidays
  3. 3. Hotel Reservation
  4. 4. Air Tickets
  5. 5. Bus & Rail Tickets
  6. 6. Car Rentals
  7. 7. Foreign Exchange Services
  8. 8. Visa Assistance
  9. 9. MICE, etc.</li></ul>INDUSTRY OVERVIEW (1/3)<br />(c) InRev Systems<br />Indian Online Travel Market<br />Online Travel market accounts for 28% of all travel revenue<br />Source: PhoCusWright<br />Two forms of Sales<br />Dynamic Packaging<br />Customizable and dynamic, allowing customers to build their own trips<br />Traditional Packaging<br />Fixed package, consumer having no flexibility in building own trips<br />
  10. 10. (c) InRev Systems<br />Holiday Demographic Trends (% no of people)<br />INDUSTRY OVERVIEW (2/3)<br />Holiday Takers by Sex (% no of people)<br />Holiday Takers by Age (% no of People)<br />Source: EuroMonitor International<br />
  11. 11. (c) InRev Systems<br />The total no of OTA players is not big and exit cost is high which makes the industry attractive while low fixed cost and undifferentiated product/service makes it less attractive. Overall, the attractiveness of the industry due to industry rivalry is MEDIUM<br />Industry<br />Rivalry<br />The industry is not capital extensive and there is no economy of scale involved which makes the industry less attractive. Overall, the attractiveness of the industry due to threat of new entrants is LOW<br />Threat of New Entrants<br />INDUSTRY OVERVIEW (3/3)<br />Overall, the attractiveness of the industry is MEDIUM<br />There are not many no of suppliers. Moreover, backward integration of the supplier is quite possible. Overall, the attractiveness of the industry due to supplier power is MEDIUM<br />Supplier Power<br />There are large no of buyers and forward integration of the buyers is not possible. However high price sensitivity and not much undifferentiated brand makes the industry less attractive. Overall, the attractiveness of the industry due to buyer power is MEDIUM to HIGH<br />Buyer Power<br />There are huge no of substitutes available in the market such as Direct Company Website/ Agent. However the convenience of using OTAs makes it attractive over its counterparts. Overall, the attractiveness of the industry due to threat of substitute is MEDIUM<br />Threat of Substitute<br />
  12. 12. (c) InRev Systems<br />STATISTICS<br />LinkedIn has over 100 million users and adds about 1 million new users to its service every week. The median age of LinkedIn users is 41, and the average user has 60 connections. 20 percent of its members are in the service industry<br />Twitter has more than 145 million users and adds about 6 million new users a month. On average 140 million tweets are sent a day. More than 460,000 new account have been added every day . The median age of a Twitter user is 35 years old and the average user has 70 followers<br />WHY SOCIAL MEDIA (1/5)<br />Facebook currently has over 500 million active users around the globe and 50% of these active users log on to Facebook in any given day. Facebook's median age is 31 and its average user has 130 friends and is connected to 80 community pages, groups or events while average user creates 90 pieces of content each month<br />YouTube has 2 billion views per day, and 24 hours of video is uploaded every minute. YouTube achieved for the first time the milestone of 100 videos watched per user last year<br />
  13. 13. WHY SOCIAL MEDIA (2/5)<br />(c) InRev Systems<br />NEED<br />Negative word-of-mouth spreads fast especially in the social media and it is essential to engage proactively with such customers<br />It is essential to engage with customers to attract new customers as well as to understand the needs of customers <br />
  14. 14. (c) InRev Systems<br />NEED<br />Has your agency got new product or service which you want to be make aware among your customer base? Social media is the best and easiest place to drive awareness of your product/service <br />WHY SOCIAL MEDIA (3/5)<br />It is essential for your agency to provide the best service and solution to your customers. By leveraging social media, OTAs can develop and increase their relationship with customers<br />Social media is the right place to collect information about the company. Social media is filled with suggestions for improvements and ideas and these can be used to foster innovation<br />
  15. 15. (c) InRev Systems<br />NEED<br /><ul><li>The threat from Substitute is High and there is lot of Competition and Rivalry between OTAs
  16. 16. Differentiation and Excellent Customer Service is the only key to success
  17. 17. Customers will have lots of queries and question on the available offers, discounts, terms and benefits amongst many other things. To address such queries, Companies should have a good feedback mechanism</li></ul>Social Media is the easiest way out for the Telecom Companies to meet these requirements<br />WHY SOCIAL MEDIA (4/5)<br />
  18. 18. (c) InRev Systems<br />POWER<br />CREATEfan pages to post contact information, recent updates, and most importantly allow “fans” and the Company a means of communication on the main page and through the implementation of discussions on the fan page<br />DEVELOPcatchy and clever ways to express the most recent company information. Consumers can share recent experiences with the company, as well as recommend potential product ideas and innovations<br />WHY SOCIAL MEDIA (5/5)<br />UPLOAD and share videos and educate your customers with awareness, testimonial and videos showcasing what your Company truly is<br />CONNECT the staffs of your Company and RECRUIT the best talents in the industry in this most professional social networking site<br />
  19. 19. SOCIAL MEDIA INDEX (1/5)<br />(c) InRev Systems<br />Makemytrip.com has more than 1000 followers in Twitter and the Company also uses it for giving notification and engaging with customers<br />Yatra.com has more than 1600 followers in Twitter and the Company uses it for giving notification and engaging with customers<br />
  20. 20. SOCIAL MEDIA INDEX (2/5)<br />(c) InRev Systems<br />Yatra.com engaging and replying to customers queries<br />Yatra.com has less LIKES as compared to Makemytrip.com in Facebook<br />
  21. 21. (c) InRev Systems<br />Makemytrip.com is one of the most prominent online travel agency in India using social media as a way of connecting and engaging with customers<br />Blog<br />Facebook Page<br />SOCIAL MEDIA INDEX (3/5)<br />Engagement in Facebook <br />YouTube Channel<br />
  22. 22. SOCIAL MEDIA INDEX (4/5)<br />(c) InRev Systems<br />SOCIAL MEDIA GRADES is calculated based on the interactivity level of the mixed retailers in Facebook, Twitter, LinkedIn, YouTube and Blogs. It shows how active the Online Travel Agencies are in the social media space<br />No of Channels represents <br />the number of social <br />networking sites an Online <br />Travel Agency is present in<br />Social Media Grades for the OTAs in India<br />
  23. 23. SOCIAL MEDIA INDEX (5/5)<br />(c) InRev Systems<br />Interaction Plot of the Online Travel Agency in the Social Media Space<br />
  24. 24. © InRev Systems 2011<br />People Talk a Lot About Companies.<br />But tracking conversations happening online is easier said than done. With SIMPLIFY360, you can track what customers are talking about your retail brand – good or bad feedback or even suggestion ……………<br />RESEARCH FINDINGS (1/7)<br />ENGAGE and ACT based on the conversation about your brand…….<br />
  25. 25. © InRev Systems 2011<br />BRAND AWARENESS: Number of conversations across web<br />RESEARCH FINDINGS (2/7)<br />Makemytrip.com as the highest number of mentions in the social media followed by Yatra.com in a period of 1 week while Cleartrip.com has the least conversation;<br />Yatra.com – 213, Makemytrip.com - 232, Ixigo.com - 149, Cleartrip.com - 142<br />
  26. 26. © InRev Systems 2011<br />BRAND HEALTH: SENTIMENTS across web for different Online Travel Agencies<br />RESEARCH FINDINGS (3/7)<br />Yatra.com has the least positive sentiment talk about it while Cleartrip.com has the worst negative sentiment talk about it<br />
  27. 27. © InRev Systems 2011<br />COMPARE the demographics – age group of your brand talkers with competitors<br />RESEARCH FINDINGS (4/7)<br />Most of the conversations about the online travel agencies happen in the age group of 26-35 and 36-45 while for Cleartrip.com, it is talk more about by younger people of the age range of 18-25<br />
  28. 28. © InRev Systems 2011<br />COMPARE the demographics – location of your brand talkers with competitors<br />RESEARCH FINDINGS (5/7)<br />Makemytrip.com and Cleartrip.com are famous in Mumbai, Goibibo.com in Hyderabad, Ixigo.com in Delhi and Yatra.com in Ahmedabad<br />
  29. 29. © InRev Systems 2011<br />COMPARE the source of messages <br />RESEARCH FINDINGS (6/7)<br />All Online Travel Agencies are strongly talked about in Blogs<br />
  30. 30. © InRev Systems 2011<br />INDUSTRY INTELLIGENCE<br />Tracking the keyword “FLIGHT TICKET” in Simplify360<br />There are 28080mention of the keyword “FLIGHT TICKET” in the social media within a period of 2 weeks alone<br />12.55% of the talks about FLIGHT TICKET is related to negative sentiment about the topic<br />Most talks about “FLIGHT TICKET” happens in Twitter followed by Blogs and Facebook<br />Majority of the talkers about FLIGHT TICKET are people in the age group of 26-35 and 36-45<br />RESEARCH FINDINGS (7/7)<br />
  31. 31. © InRev Systems (2011)<br />Start Using Simplify360 Today<br />For Details, Visit - <br />http://simplify360.com/<br />http://simplify360.com/blog/<br />Or Send a Mail to -<br />david@in-rev.com<br />VP - Sales, <br />InRev Systems<br />http://www.facebook.com/simplify360<br />@simplify360<br />

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