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What Clicks with Online Hotel Booking Users and Non-Users: Overcoming Barriers

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Research Objectives

Four concepts will be evaluated on various parameters such as appeal, uniqueness, relevance, ability to tackle current barriers, fit with brand etc.

Suggest cues for improvement and shortlist the one with maximum potential.

Approach and Methodology

Focus Group Discussion

With 8 Respondents

Lasting up to 2 hours

At a central location

SAMPLE SIZE: 8 FGDs

MARKET: Delhi & Mumbai

Target Group

Male

20-40 years

Student, Working Professional

SEC: A1/A2

Travel at least 2–3 times in a year for a vacation/holiday

Usership

OTA users:

Users of e-commerce websites/apps such as Amazon, Flipkart, Myntra, etc. for shopping at least once in a month.

Make travel related bookings online from any of the portal such as Yatra, MMT, Goibibo, Cleartrip, booking.com etc. at least thrice a year.

OTA non-users:

Use e-commerce websites/apps such as Amazon, Flipkart, Myntra, etc. for shopping.

Make travel related bookings offline

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