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

2. Company Profile
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 .
Source: Makemytrip.com

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

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

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

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

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

8. Addressing Grievances
24x7
Customer Care Support
Replacement arrangement
Never downgraded
Hotel de – listed
Customer Feedback

9. Offers

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

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

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

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

15. Research Methodology
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.

16. Questionnaire Responses
Total Number of Respondents : 43
2
8
Everytime
Occasionally
Rarely
33
5
Air
OTA Usage
24 14
Train
Multiple
3
16 <5
Mode of Transport
<20
<40
24
Occurrence of Travel (Yearly)

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

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

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

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. Conclusion
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

27. Happy Tripping
Thank You