Make My Trip Case STudy

1. Online Travel Agency (OTA)
DESIGN MANAGEMENT PROJECT
With focus on Service and Experience Design

2. 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 .
Company Profile
Source: Makemytrip.com

3. Source: PhoCusWright, 2010
Offerings
•Domestic : Within India
•International : From India
•Inbound : Overseas to India
•Transactions : 1,766,905
•77% of Net Revenues
Air Travel
•Hotels : Domestic and Int’l
•Packages :
–Domestic and Int’l
–Conferences and Events
•Transactions : 109,672
•20% of Net Revenues
Hotel and Packages
•Rail
•Bus
•Car
•Ancillary Services/Products
•Rail Transactions : 185,948
•Bus Transactions : 57,529
•3% of Net Revenues
Other Segments

4. MMT Service
OfferingInteraction
System
Search Engine
Booking Facility
CRM
Airline tickets
Hotel reservations
Holiday packages
Railways tickets
Bus tickets
Car rentals
Customer care support
Website UI
Travel Executives
Call Centers
Interface
Makemytrip.com
Makemytrip storeModel Adapted from Service Design Offering
by Dr. Daniela Sangiorgi, Lancaster University UK

5. 48%
24%
18%
10%
Market Share
Source: PhoCusWright, 2010
Indian OTA Market - $1 Billion

6. Transaction Traffic
95%
5%
Online
Offline
Air ticket
40%
60%
Online
Offline
Hotel
10%
90%
Online
Offline
Holiday

7. Consumer Touch Points
Website/Mobile UI
Store/ Travel
Agents
Call Centre / Tele Agents
Consumer

8. Addressing Grievances
Replacement arrangement
Never downgraded
Hotel de – listed
x24 7
Customer Care Support
Customer Feedback

9. Offers

10. MMT Cases
Specially Chartered
flights, following success
of movie 3 idiots
>5000 passengers in 2
months travelled to Leh
in 2010
In Trial phase
Popular among western
nationals
Growing Popularity among
Indians
Positive response from
customers
Plans to increase in this
segment

11. Rapidly Growing Middle Class
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
Source: Internet World Stats
0%
10%
20%
30%
40%
50%
60%
70%
80%
US Japan Europe Brazil China India
78% 76%
58%
36%
32%
7%
Country
InternetPenetration
Internet penetration in India - 7%
Number of users - 81,000,000

13. Indian Holiday Behavior
Emotional Reasons Planned ActivityStress Reliever
Travel lovers Guilt Factor

14. Buying Behavior
Internet widely used for information
Referrals, WOM
Largely domestic travel
Check 3 websites before successful booking
International Travel
US/Europe/NZ– 45 – 50 yrs
South East Asia – 30 – 35 yrs
Domestic Travel
Religious Travellers – 50+ yrs
(Vaishnov Devi, Chardham)
Weekend Getaways – 20 – 35 yrs
Travel and Age group

15. Primary research methodologies
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.
Research Methodology

16. OTA Usage
Occurrence of Travel (Yearly)
5
1424
Air
Train
Multiple
Mode of Transport
Questionnaire Responses
16
24
3
<5
<20
<40
Total Number of Respondents : 43
33
8
2
Everytime
Occasionally
Rarely

17. 4
18
2
12
5
2
Cleartrip
Irctc
Yatra
Makemytrip
Multiple
Offline
Preferred OTA
11
24
6
2
Airlines
Railways
Multiple
Offline
Service Type
Responses
Total Number of Respondents : 43

18. 5
1
2
35
Lengthy
Useless
Too much
Sufficient
1
18
20
4
Excellent
Good
Satisfactory
Very Bad
Data Entry Process
Processing & Speed
Customer Care SupportResponses
21
11
11
Acceptable
Bad
Good

19. Usage for hotel and holiday services low.
Scope for improvisation and development.
Service design intervention could be a possible solution for
the problem.
Interpretation
OTA Service Usage/ Reach Matrix

20. Approach
Creating value for the users with respect to
service provided.
Incorporating into existing business process .
Delivering with required quality.
Adapted from Vinai Kumar

21. Ideation
Solutions for problem areas 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

22. Customer Retention Blue print

25. Pilgrimage Tourism Package

26. Indian Travel Industry , 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
Conclusion

27. Thank You
Happy Tripping