This document summarizes a market research project conducted for an online travel booking company. The research had three phases: conducting secondary research to identify key factors; gathering primary data through a questionnaire; and analyzing the data to identify consumer behaviors and formulate strategies. The findings showed that customers were dissatisfied with problem resolution, found hotel ratings misleading, and felt booking end-to-end services was complicated. Most customers looked for offers and were referred by friends. The strategies focused on retention, like convenient support, and acquisition, such as points for first purchases or referrals. The strategies targeted different consumer segments like frequent travelers and occasional travelers based on demographics, behaviors and other characteristics. The results were