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

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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