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Book or Bounce: Understanding Online Flight & Hotel Booking Behavior
Research Objectives
Understand The Triggers & Barriers towards booking a flight/hotel
Brief Understanding of the features offered by OTAs.
Tap potential missing's and opportunity to add for client’s brand.
Approach and Methodology
Extended Group Discussions
Up to 150 Minutes
At a central location
SAMPLE SIZE: 15 EGDs
MARKET: Delhi NCR, Bangalore & Mumbai
Target Group
Male & Female
26-45 years
Single, Married with/out kid
Salaried/ Self Employed
SEC – A1+/A1/A2
Usership
FLIGHT BOOKINGS: Users of Cleartrip, GoIBIBO,and MakeMyTrip.
FREQUENT FLYER: Fan of Cleartrip Must use Cleartrip for flight bookings (20+ times) in the past year, on business or leisure
REGULAR FLYER: Preferrers of Cleartrip GI & MMT Must use Cleartrip , GI & MMT brand for flight bookings (10-20 times) in the past year, on business or leisure
OCCASIONAL FLYER: Preferrers of Cleartrip, GI & MMT Must use Cleartrip, GI and MMT brand for flight bookings (3-10 times) in the past year, on business or leisure
New users of Cleartrip, GI & MMT Must use Cleartrip, GI & MMT brand for flight bookings and must have started using in the past 6-9 months (1-2 bookings)
HOTEL BOOKINGS: Users of Booking.com ClearTrip, MakeMyTrip, GoIbibo)
Must be using their preffered platform for hotel bookings, at least 3-5 times in the last 9 months
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