Online Travel Market in India

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- Provide low cost travel packages to international locations

- Focus on international travel to countries with VISA of Arrival and Online VISA facility

- Deliver basic product to customer – Flight tickets, Hotels, Airport transfers and Breakfast

- Provide a range of augmented services for the customer to choose from

- Clear and transparent communication with a focus on customer satisfaction

- Provide on-call Travel Consultants for 1-2-1 interaction and counter offline players

Below is a modular representation of the offering:

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Need Analysis

Below is the analysis of the customer needs, based upon our personal interactions with the customers, surveys and observation:

- Real Need: Liberation/Freedom was identified as the real need for travel/holiday.

- Expected Product: Holiday package was the expected product. This may contain certain basic features that the customer expects such as flight tickets, hotel bookings and airport transfers.

- Augmented Product: These include add-ons that may be offered at an extra cost to the customer such as sightseeing, VISA assistance, meals, etc.

- Future Product: A one stop shop for all holiday needs, may include trading in travel related accessories, bag-packs, etc.

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Points of Differences

Following shall be the POD for the offering:

- Expertise in low cost International travel

- Specialized in VISA on Arrival and Online VISA countries

- High customer satisfaction levels and focus on transparency

Meet Customer Expectations

Based on survey results, following were identified as customer’s primary concerns that we may ought to address:

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Product Characteristics

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Product Extension

Based on the survey results and analysis of consumer behavior, we note that the following can be added as product extensions:

- VISA Assistance: 35% of the respondents stated that obtaining a VISA was one of the major issues in international travel. VISA assistance service would be provided as an augmentation

- Trip Planning: 41.5% of respondents to survey stated that they faced hindrances to plan their trip. We plan to commence a blog with different themes to address this problem. We intend to make a conscious effort to bring our customers to write the blogs and share their experiences.

- Home Like Food: 28% respondents felt that food was an important consideration for them to plan travel. As an augmented service, we would provide augmentation to include all meals in the package. Effort would be made to ensure that taste is authentic and homely

Future Product

- As the first step of our expansion, we will include packages to other countries (which are not having visa-on-arrival) as well. We will help our customers in obtaining visa. Still, our offering will have packages to low cost countries as well

- Moving further, we will create differentiated offerings in order to capture more market. This will help us include those customers as well which are willing to pay some extra amount for better services and accommodation provided to them. We will be providing accommodation in 2,3,4,5 star hotels which customers can choose as per their willingness to spend

- Our next step would be to include some more options in our offerings such as organizing treks, adventure sports etc. There would be different offerings and depending upon the choices, a customer can choose whatever options he/she is interested in

- In order to provide a better experience, we will include some local people in our company. These local people will act as tour guides. There would be separate offerings for tours with or without guides

Place

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Website: Offering would be made available to customers via online medium

Mobile Platform: Offering would be made available through major mobile platforms (Android and iOS)

Social Media: Presence on social media would assist in connecting with new/existing customers, communicating information of new packages/offerings and knowing customer’s concerns

Customer Helpline: Would assist in solving customer queries and promoting 1-2-1 interaction with customers. It would also help in countering competition from offline agents

Blogs: Connect with customers via blogs related to places to visit. We also focus to get our existing customers to write blogs about their experiences.

Targeting

Our offering would be targeted to Friend Zoners and Traveler Couples market segments. A part of Family Trappers segment may also be targeted.

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Communicating Value

Digital Marketing

Digital marketing comprises of the various strategies for promotion of the product or service offered using digital technologies. The main platform is principally the Internet, however, mobile phones, display advertising, and other digital mediums are also covered.

In the past two decades, digital marketing has changed the way brands and businesses utilize technology for communicating value to their consumers. The digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans, and as people use digital devices instead of going to physical shops.

Digital marketing activities includes:

- Search engine optimization (SEO)

- Search