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Brand Track Study: Online Travel
July 2007
Prepared by: JuxtConsult, New Delhi
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Presentation flow
Methodology
Top lines
Usage Track
Usage Status
User Profile
Travel Behavior
Online Travel Usage Behavior
Media Habits
Brand Track
Brand Salience & Perceptions
Brand Shares
Brand Performance / Brand Momentux
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Online Survey between 17th June to 26th June 2007
Survey run using Google AdWords and AdSense
Total Sample Collected: 2,192
Total Sample Used: 1,852 (Brand track Sample 1,100)
More recent and new India Online 2007 multipliers (April 2007)were used to make data representative of current total onlineurban population (multiplier on SEC, town class and region)*
* See special note on the next slide
Methodology
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MethodologySpecial Note:
In the India Online study this year (2007), the width and depth of sample coverage was increased significantlyby including samples from 20K 50K population towns as well, and by sampling all SEC groups (A to E)extensively in all the 31 towns. This makes the India Online 2007 multipliers highly robust and representativeof all SEC groups.
As the sample collected in this quarters online travel brand track survey had good representation from SEC
D and E also, these respondents have been included and analyzed in this quarters report.
However, as SEC D and E were not included in the last quarters report (due to insufficient sampleachievement), the quarter-to-quarter comparison of profile of online travel users and some of their usagebehavior is likely to show noticeable variation. The variations are significant because they bring in thecumulative annual effect of changed multipliers (April 2007 against April 2006).
Yet it needs to be kept in mind that the effects of these two phenomenon are likely to get manifested morenoticeably in user profiles and some travel usage behavior (by making them more representative of the currentsituation) but not so noticeably in brand preferences and usage.
This is so because a lower SEC profile may imply lower propensity to travel and a possible lower access tointernet (and hence to a travel portal) per se. But once the person is on the net there is no higher possibilityof one travel portal being accessed more than the others per se (as there are no economic or technicalbarriers to access any specific travel portal) - the only barrier is in the mind of the person of being aware ornot aware of the brand names of these travel portals.
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Definitions of terms used
Online Travel Users: All internet users who have searched or bought a travel productonline
Active Users: All online travel users who have searched or bought a travel product onlinein last 3 months
SEC: Socio Economic Classification basis education and occupation of the chief wageearner of the household
Aided Brand Recall: brand recall prompted with a displayed list of brand names. All otherforms of brand recall (Top of Mind, Spontaneous) are unprompted recalls
Cumulative consumer share: All brands used in the last 3 months (multiple usage)
Primary consumer share: The most preferred brand among all the brands used in the last3 months (preferred usage)
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Toplines
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Usage Track
With the inclusion of SEC D and E in the user base, the corrected current usage base ofonline travel category stands at 58% of all regular internet users
97% of these online travel users were active in the last quarter, with 71% buying a travelproduct online (and 26% stopping at just searching)
Proportion of searchers has gone up 10% points (from 16% in last quarter) and that of bookershas gone down by 10% points (from 81%)
Among bookers, 87% booked a train or air ticket, 40% booked hotels and 27% tour packages.About 1 in 5 (18%) booked all the three products
Among the ticket bookers, 69% booked train tickets and 60% booked air tickets. Almost halfof the train and air ticket booker base (48%) is common
Hotels bookings showed the highest growth at 31%, followed by air tickets at 20%. In the next 3months, while usage of train tickets is expected to stay put, that of air tickets and hotels isexpected to fall
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Usage Track
Shifts noticed in the online travel user profile are: (shifts higher among searchers than bookers)
14% shift towards the below 24 years age groups
31% shift in favor of the smaller others city-markets
10% shift in favor of the below Rs.10,000 monthly family income households 6% shift in favor 2-wheeler ownership, and 7% away from car ownership
Just 4% and 3% drop in ownership of credit cards and mobile phones
6% shift away from home and 8% in favor of cyber caf for accessing the net
5% shift in favor of checking online travel websites at least once a week
5% shift in favor of users who travel for work purpose only
41% of the online bookers plan to undertake a vacation in the coming 3 months
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Brand Track
With 27% top of mind ad recall, Yatra for the first time overtakes Makemytrip which manages 26%top of mind ad recall. However, Makemytrip continues to lead the top of mind brand recall forthe category at 26%, while Yatra follows at 23%
Though Makemytrip also leads marginally in spontaneous brand recall (at 43%), Yatra overtakesMakemytrip again at the aided brand awareness level (70% against Makemytrips 68%)
But overall, Makemytrip performs better than Yatra in terms of brand recall as 43% of its brandawareness is top of mind against only 33% for Yatra
Makemytrip also continues to lead brand associations for most of the key category attributes.But Yatra follows as a close second on most of them. Air Deccan also catches up on lowest airfare attribute association
Almost all the key travel portals get similar levels of per capita average of number of visits totheir website. Only Travelguru gains in both per capita visits and bookings compared to the lastquarter
Though both IRCTC and Yatra improved their visit-to-book ratio compared to the last quarter, itis IRCTC which shows a better visit-to-book conversion ratio of 0.38
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Brand Track Leaving aside IRCTC, Makemytrip comes back to lead the category in terms of secondary consumer
share at 36%. Yatra follows at 33% share. Yatra is the only key player to lose secondary user sharenoticeably (by 6% points), and thereby loses the top slot to Makemytrip
In terms of primary consumer share, Makemytrip again leads the category at 28%. Yatra follows next,with 23% share. Makemytrip, Yatra and Travelguru gain primary user share compared to the lastquarter
Makemytrip continues to show the best secondary-to-primary user share conversion ratio of 77%.Yatra is not far behind at 71%.
Yatra shows the highest brand momentum in the current quarter. While Makemytrip, IRCTC and AirDeccan decelerate, Yatra, Travelguru and Cleartrip accelerate in their brand momentum
Makemytrip decelerates due to drop in all the three brand speed factors (persuasion, pull andloyalty). Yatra accelerates despite drop in brand pull, as it more than covers up for it in persuasion,loyalty and increased mass
In the next quarter, Yatra, IRCTC and Travelguru are expected to gain primary share while Makemytriplikely to lose some. If the indicative trend come true, then Yatra is expected to emerge as the newcategory leader for online travel by the end of the next quarter
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Usage Status
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Online Travel Usage Current Status
Online Travel Users*100%
Searched and Booked
71%
Note - As per India Online 2007 study, online travel users constitute 58% of all regular urban internet users. This proportion is lowerthan the 76% reported in last quarter usage track. The lower number is not indicative of any decline in usage of the category but
reflects only a correction due to inclusion and better representation of lower SEC groups D and E in the user base from thisquarter. Till last quarter, the user base in the brand track study reflected only SEC A, B and C.
Active Users - last 3 months97%
Searched Only
26%
* 58% of all regular internet users inurban India (Source: India Online 2007)
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Online Travel Product Usage - All
Hotel and tour package bookings went up (+8% and +5%), but travel ticket bookings declined (-11%)
Opposite trend among searchers tickets went up marginally (+2%) but hotel and tours declined (-9% and -14%)
Searchers26% of all Travelusers
Train/AirTickets Only18% (+6%)
Hotel Only3% (-4%)
Tour Package Only
8% (-8%)
7% (+1%)
33% (+6%)
12% (+1%)
Train/Air Tickets - 70% (+2%) Hotels - 55% (-9%)
Tour Packages - 65% (-14%)
12% (-13%)
Bookers71% of all Travel users
Train/Air Tickets - 87% (-11%)
Train/AirTickets Only
48% (-13%)
Hotel Only4% (+3%)
Tour Package Only2% (+1%)
16% (-)
18% (+4%)
2% (+2%)5% (-2%)
Hotels - 40% (+8%)
Tour Packages - 27% (+5%)
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Online Travel Product Usage Ticketing
Ticket Bookers87% of all bookers
Train TicketsOnly21% (-4%)
Air TicketsOnly
12% (-3%)
Both Trainand AirTickets48% (-12%)
Train Tickets - 69% (-16%) Air Tickets - 60% (-15%)
Ticket Searchers70% of all searchers
Train TicketsOnly13% (-20%)
Air TicketsOnly
6% (-33%)
Both Trainand AirTickets
45% (+17%)
Train Tickets - 58% (-3%) Air Tickets - 51% (-12%)
Among bookers, the decline is reflected almost equally in both train and air tickets (-16% and -15%)
Among searchers, the decline in usage is significant mainly for air tickets (-12%)
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Online Travel User Profile
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14% 9% 12%
-14%-9% -12%-20%
-10%0%
10%20%
Change from PQ
Demographic distributionGender
As a result of new weights and inclusion of SEC D and E, the gender equation of all travel users swings
significantly towards males
86% 83% 84%
14% 17% 16%
0%
20%
40%
60%
80%
100%
Searched only Searched and booked All Users
Current Quarter Male Female
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13%
4% 6%11%
9% 8%
-10% -10% -8%-5%
0%
-2%-8%
-3% -5%-20%
-10%
0%
10%
20%
Change from PQ
Demographic distributionAge
There is an overall shift towards younger age groups (below 24 years) among the online travel user base
This is largely because SEC D and E net users tend be noticeably younger in their age profile The shift is higher among the searchers as they usually show younger age profile compared to bookers
17%
10%13%
38%
34%36%
31%
37%34%
8%
12%10%
5%8% 6%
0%
20%
40%
Searched only Searched and booked All Users
Current Quarter
13-18 yr s 19-24 yr s 25-35 yrs 36-45 yr s Above 45 yr s
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-5%-1% -2%
-10% -7%-6%
-11%-1% -3%
26%
9% 11%
-30%
-10%
10%
30%
Change from PQ
Demographic distributionOccupation
The proportion of other occupational groups goes up noticeably, more so among the searchers
7% 7% 7%7%
17%13%
24% 24% 24%
62%
53%57%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Salaried Junior Salaried Middle/Junior
Business/Self employed Others
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15%
7% 9%
-7%
0% -1%
-7% -7% -9%
-1%
0%
0%-1%
0% 0%
-10%
0%
10%
20%Change from PQ
Demographic distributionMarital status
In line with the age profile, proportion of online travel users who are unmarried has increased noticeably
69%
56%61%
8%12% 10%
23%31% 27%
0% 1% 0%1% 1% 1%0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter UnmarriedMarried without childrenMarried with childrenDivorced/widow without childrenDivorced/widow with children
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-17%
-2% -7%-17% -20% -19%
-2% -5% -5%
35%
27%31%
-40%
-20%
0%
20%
40%
Change from PQ
Geographic distributionCity type
The proportion of online travel users from the smaller other city-markets move up
significantly Expectedly, their proportion moves up more significantly among searchers than buyers
32%
50%
41%
9%6% 7%
11% 12% 11%
49%
34%
40%
0%
20%
40%
60%
Searched only Searched and booked All Users
Current Quarter Metro Urban uptowns Emerging Towns Others
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Geographic distribution
City SearchedOnly
Searched &Booked Only
All Users
Sample Base 482 1,315 1,797
Delhi 9% (-2%) 10% (+2%) 10% (0%)
Mumbai7% (-7%) 10% (-3%) 9% (-3%)
Bangalore 5% (-2%) 11% (+2%) 9% (+2%)
Chennai 5% (+1%) 6% (0%) 6% (0%)
Hyderabad 4% (-4%) 4% (-1%) 4% (-3%)
Ahmedabad 2% (+1%) 3% (0%) 2% (0%)
Kolkatta 2% (+1%) 2% (-1%) 2% (0%)Secunderabad 2% ( - ) 2% ( - ) 2% ( - )
Pune 1% (-1%) 3% (-1%) 2% (-1%)
Coimbatore 1% (+1%) 1% (+1%) 1% (+1%)
Top 10 Cities
Among the main towns, only users from Mumbai and Hyderabad show significant decline,
more so among the searchers
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22%10% 10%
-13%
-1% -4%-4% -2% -2%-7% -4%-3%
1%
-3% -2%
-20%
-10%
0%
10%
20%
30%
Change from PQ
Economic distributionMonthly household income (MHI)
Proportion of users with MHI below Rs.10,000 increases both among searchers (+22%) as well as bookers (+10%)
65%
43%
52%
16%21% 19%
8%13% 11%
3%
10%7%8%
14% 11%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Up to Rs 10,000/- Rs 10,000/- to Rs 20,000/-
Rs 20,000/- to Rs 30,000/- Rs 30,000/- to Rs 50,000/-
More than Rs 50,000/-
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10% 11%6%
-13%-8% -7%
1%
-5%
1%
-20%
0%
20%
Change from PQ
Economic distributionMost expensive vehicle
Proportions of 2-wheeler owners goes up among both the searchers and the bookers
Conversely the proportion of 4-wheeler owners goes down, more so among the searchers (-13%)
52%49% 50%
12%
26%
20%
35%
23%
28%
0%
20%
40%
60%
Searched only Searched and booked All Users
Current QuarterTwo wheeler Four wheeler No vehicle
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-3% 0% -1%-3% -5% -3%
6% 5% 4%
-10%
0%
10%
Change from PQ
Economic distributionCredit card
Proportion of credit card owners goes only down marginally (much less than 4-wheeler ownership)
The proportional drop is almost the same among both the searchers and the bookers
12%
21%17%
5%
22%15%
82%
58%
68%
0%
20%
40%
60%
80%
100%
Searched only Searched and booked All Users
Current QuarterSingle card Mu ltiple cards I do not own a credit card
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-13%
0%
-3%0% 0% 0%1% -2% 0%
12%
2% 3%
-20%
-10%
0%
10%
20%
Change from PQ
Economic distributionMobile Phone
Proportion of mobile phone ownership goes down only marginally among the bookers
The drop is more significant among the searchers at 12%
69%
76%73%
3%7% 5%3%
7% 5%
24%
11%17%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter PersonalCompany provided
Both personal and company provided separately
I do not own a mobile phone
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Change from PQ
10%
1%
-1%-2% -2% -1%
2% 2%
18%
9%13%
7% 7% 7%
-8%-10%
0%
10%
20%
Current Quarter
45%
38%35%
33%35%
27%
23%26%
18%
9%13%
7% 7% 7%
38%
0%
20%
40%
60%
Searched Only Searched and booked All Users
SEC A SEC B SEC C SEC D SEC E
Socio economic distributionSEC
SEC A users continue to show up proportionately more among the bookers than among the searchers
SEC D shows up more significantly among the searchers than among the buyers
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1% 1% 1%
-1%
-1%
-1%
-5%
0%
5%
Change from PQ
Socio economic distributionHead of the Household
There is no noticeable change in terms of proportion of CWE profile in the online travel user
base
* CWE Chief wage earner
39%
51%46%
62%
49%54%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Not the CWE User is the CWE
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Travel Behavior
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1%
2%
0%
-12%
7%
5%
5%
4%
-30%
6%
Change fromPQ %
1%
2%
0%
3%
7%
5%
5%
4%
3%
6%
41
SearchedOnly
2%
2%
3%
3%
4%
4%
6%
7%
10%
11%
271
AllUsers
2%
-1%
4%
-3%
-1%
3%
5%
0%
-4%
3%
Changefrom PQ %
1%2%Nepal
-1%3%Malaysia
3%4%France
-3%3%United Arab Emirates
0%3%Thailand
4%4%Australia
5%6%Italy
0%8%Singapore
-6%11%UK
2%13%US
Changefrom PQ %
230Sample Base
Search &Booked Only
Place of travelinternationally
(Top 10 countries)
Regular place of travel internationally
* 66% of the users do not travel internationally at all
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Current Quarter
7% 5% 5%
26%
41%37%
17%
26% 23%
31%
22%24%
19%
7% 11%
0%
20%
40%
60%
Searched only Searched & booked All Users
Within this month Next 1-3 months
Next 4-6 months Next 6 months to a yr.
No plan this year
Change from PQ
-2% -4% -3%-6% -5%
5% 3%
16%
1% 4%5% 2% 5%
-8%-12%-20%
-10%
0%
10%
20%
Plan for next vacation
Though a high 41% of bookers intend to take a vacation in next 3 months, it is down by 5% from the previous
quarter
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Current Quarter
7% 10% 9%
26%
36%33%
21% 22% 22%
7%
12%11%
17%
7% 10%4%
8% 7%
18%
5%8%
0%
10%
20%
30%
40%
Searched only Searched & booked All Users
Aadventure sports, wildlife, etc. Hill station, Scenic spots, etcBeaches Relaxation (Resorts, Spa, etc.)
Sight seeing Amusement Parks, Casinos, etc
Spiritual
Change from PQ
-7%
3%1%
-10%
-4%-6%
8% 8%
1%
-1%
11%
-4%-1%-1%
1% 0%
5%
-4%-1%
5%
-3%
-15%
-10%
-5%
0%5%
10%
15%
Type of vacation likely to take
Hill station continues to be the most popular intended vacation destination
But its the beaches which show a marked increase in popularity as a vacation destination this quarter
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Online Usage Behavior
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15%
-4%
5%
-25%
5% 2%
0%
0%
-4%
7%
-1% -2%
2%
-1% -2%
2% 0% 0%
-25%
-15%
-5%
5%
15%
25%
Change from PQ
53%
21%
30%
23%
31%29%
10%
27%22%
9%15% 13%
2%5% 4%3% 2% 2%
0%
10%
20%
30%
40%
50%
60%
Searched only Searched and booked All Users
Current Quarter Only since last 3 month 3 months to 1 year1-2 years 2-3 years
3 to 5 years More than 5 years
Since when using an online travel website
While proportion of new bookers (added in last 3 months) is 21%, that of new searchers is a huge 53%
However, a large proportion of these additions are a result of the cumulative annual effect of the new
multiplier and not necessarily growth in user base in last 3 months
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9%
-7% -6%
-14%
7%
-1%
3%
8% 8%
2% 3% 2%
-20%
-10%
0%
10%
20%
Change from PQ
Place of searching/booking
Proportion of searchers from home went up +9%, while from place of work went down -14%
In comparison, the proportion of bookers from place of work (+7%) and cyber caf (+8%) went up and home fell
(-9%)
62% 63% 63%
27%
56%
48%
24% 22% 23%
2%6% 5%
0%
20%
40%
60%
80%
Searched only Searched and booked All Users
Current Quarter Home Place of work Cyber caf In transit
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-4%
7%
5%6%
-1% -2%
7%
-10%-7%
-13%
5% 3%4%
-1%
1%
-15%
-5%
5%
15%
Change from PQ
31%
38%36%
27%
32% 30%27%
19%21%
5%
10% 8%10%
3%5%
0%
10%
20%
30%
40%
Searched only Searched and booked All Users
Current Quarter At least once a week At least once a month
At least once in 3 months At least once a year
Less than once a year
Frequency of using an online travel website
Frequency of usage of a travel website increased among bookers at a weekly level (+7%)
Among searchers, frequency of usage increased at the monthly and quarterly level (+6% and +7%
respectively)
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109
10
8
12
3 3
43
5
0
2
4
6
8
10
12
Makemytrip Yatra IRCTC Travelguru Cleartrip
Current Quarter Avg. visits by all users Avg. bookings by all users
-2-4
-1
4
-1-1 0
12
0
-5
0
5
Change from PQ
Both Makemytrip & Yatra averaged 10 visits per capita in the last 3 months (drop for both, relatively more for
Yatra)
Travelguru is the only player which saw an increase in both per capita visits and bookings compared to last quarter
Per capita average visits - in last 3 months
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust conclusion
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Products bought online last 3 months(Bought in current quarter Vs. Bought in previous quarter)
Despite no growth in usage train tickets continue to be the most bought travel product online at 72%
Air tickets, hotels and tour packages all show growth in usage compared to previous quarter
Hotels shows the highest growth at +31% points, followed by air tickets at +20% points
Current Quarter
68%
48%
22%
8%4%
9%
72%
0%
20%
40%
60%
80%
All Users
Train tickets Air tickets
Hotel/Spa/Resort deals Tour packages
Interstate bus tickets Rent a car
Souvenirs & Picture postcards
Change from PQ
31%
10%0% 2%
6%
-1%
20%
-10%0%
10%20%30%40%
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Products bought online last 3 months(Bought in current quarter Vs. Intention to buy indicated in previous quarter)
Current Quarter
68%
48%
22%
8%4%
9%
72%
0%
20%
40%
60%
80%
All Users
Train tickets Air ticketsHotel/Spa/Resort deals Tour packages
Interstate bus tickets Rent a car
Souvenirs & Picture postcards
25%
-3% -2% -1%
5%5%7%
-10%
0%
10%
20%
30%
40%
Train tickets Air ticketsHotel/Spa/Resort deals Tour packages
Interstate bus tickets Rent a carSouvenirs & Picture postcards
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-15%
13% 12% 13%
6%
1%
-16%-20%
-10%
0%
10%
20%
Train tickets Air ticketsHotel/Spa/Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards
34% 35%
20% 18% 15%
73%
52%
0%
20%
40%
60%
80%
All Users
Train tickets Air ticketsHotel/Spa/Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards
In the next 3 months usage of train tickets is expected to stay put at 73%, air tickets and hotels is likely to fall
On the other hand, users intend to book tours, bus tickets and rent cars noticeably more in the next quarter
Future Intentions of buying products online next 3 months(Bought in current quarter versus Intention to buy in the next quarter)
8/14/2019 Brand Track Report - Online Travel July 2007
45/105
45
Media Preferences
8/14/2019 Brand Track Report - Online Travel July 2007
46/105
46
TV Channels Searched Only
(Current Quarter)
Changefrom PQ
Searched & Booked(Current Quarter)
Changefrom PQ
NDTV 19% 4% 9% -6%
CNN IBN 4% 1% 8% 2%
Star Plus 11% -7% 7% -6%
Aajtak 7% 7% 6% 0%
Discovery 4% 3% 6% -6%
Sun TV 3% -9% 6% 5%
Zee TV 2% -5% 6% 4%
CNBC 5% -1% 5% -2%
Sony 2% -5% 4% 1%
Travel & Living 1% 1% 4% 3%
Most watched TV channel Top 10
8/14/2019 Brand Track Report - Online Travel July 2007
47/105
47
Newspapers Searched Only
(Current Quarter)
Changefrom PQ
Searched & Booked(Current Quarter)
Changefrom PQ
The Times of India 28% -17% 49% 6%
The Hindu 21% 11% 16% 2%
The Hindustan Times 5% -13% 7% -1%
Deccan Chronicle 3% -1% 3% 1%
Dinakaran 0% 0% 3% 3%
The Telegraph 3% 1% 3% -1%
Indian Express 5% 5% 2% -1%
The Economic Times 1% 0% 2% -4%
The Tribune 2% 2% 2% 1%
DNA 1% -2% 1% -1%
Most read newspaper Top 10
8/14/2019 Brand Track Report - Online Travel July 2007
48/105
8/14/2019 Brand Track Report - Online Travel July 2007
49/105
49
Radio Channel Searched Only
(Current Quarter)
Changefrom PQ
Searched & Booked(Current Quarter)
Changefrom PQ
Radio Mirchi 41% 18% 36% 4%
Radio City 8% -7% 12% 0%
Red FM 7% -9% 9% 0%
Big FM 3% -10% 7% 4%
Suryan FM 11% 11% 6% 5%
Fever FM 1% 1% 4% 4%
Vividh Bharati 2% 2% 3% 3%
AIR FM RAINBOW 3% 3% 2% 0%
Radio FM 2% 2% 2% 2%
AIR FM GOLD 3% 1% 1% 0%
Most listened radio channel Top 10
8/14/2019 Brand Track Report - Online Travel July 2007
50/105
50
EmailingWebsites
Searched Only
(Current Quarter)
Changefrom PQ
Searched & Booked(Current Quarter)
Changefrom PQ
Yahoo 54% 17% 47% 0%
Gmail 17% -6% 26% 5%
Rediff 16% -6% 10% -3%
Hotmail 3% -10% 6% -2%
Sify 2% -1% 2% -1%
Indiatimes 1% 0% 1% -3%
VSNL 0% 0% 1% 0%
Most used website for Emailing
8/14/2019 Brand Track Report - Online Travel July 2007
51/105
51
Online NewsWebsites
Searched Only
(Current Quarter)
Changefrom PQ
Searched & Booked(Current Quarter)
Changefrom PQ
Ibnlive10% 8% 15% 8%
NDTV10% 1% 14% 0%
Yahoo
20% 5% 12% 4%
Rediff12% -3% 9% -5%
Indiatimes8% -18% 7% -2%
Google12% 12% 6% 0%
Timesofindia2% -2% 5% 0%
BBC3% 0% 4% 1%
Sify 7% 3% 3% -3%
Zeenews0% 0% 2% 2%
Most used website for Online News Top 10
8/14/2019 Brand Track Report - Online Travel July 2007
52/105
Brand Salience and Perceptions
8/14/2019 Brand Track Report - Online Travel July 2007
53/105
53
24%
29%27%
21%
28%26%
7% 7% 7%7% 6% 6%
4% 3% 3%4%
3% 3%
0%
10%
20%
30%
Searched only Searched and booked All Users
Current QuarterYatra Makem ytrip IRCTC Travelguru Cleartrip Yahoo travels
Top of mind ad recall
Yatra gets the highest TOM ad recall (27%), though Makemytrip is a close follower (26%)
Compared to the previous quarter, only Yatra gained significantly in terms of TOM ad recall among both searchers and bookers
4%
8%6%
3%
-2%-1%
-3% -3% -3%
6%
0%
1%1%
0% 0%
1% 0% 1%
-10%
-5%
0%
5%
10%
Change from PQ
8/14/2019 Brand Track Report - Online Travel July 2007
54/105
54
Top of mind ad recall All Brands
Top of mind Ad Recall SearchedOnly
Search &Booked Only
All Users
Sample Base 296 804 1,100
Yatra 24% 29% 27%
Makemytrip 21% 28% 26%
IRCTC 7% 7% 7%
Travelguru 7% 6% 6%
Cleartrip 4% 3% 3%
Yahoo Travels 4% 3% 3%
Google 3% 2% 3%
Airdeccan 2% 1% 1%
Goair 2% 1% 1%
Travel India 1% 1% 1%
Raj Travels 2% 1% 1%
Top of mind Ad Recall SearchedOnly
Search &Booked Only
All Users
Sample Base 296 804 1,100
Thomascook 0% 1% 1%
Travel 3% 1% 2%
Jet Airways 0% 1% 1%
Kingfisher 0% 1% 1%
Flightraja 0% 1% 1%
Indian Airlines 1% 1% 1%
Indiatravels 0% 1% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
55/105
55
Source of ad recall
1%
2%
33%
29%
22%
14%
12%
70%
TravelguruSource of awareness Yatra Makemytrip IRCTC Cleartrip
Base: All Users
Television 73% 65% 17% 57%
Newspaper 20% 30% 32% 37%
Magazine/Newsletter 9% 28% 25% 15%
Radio 2% 4% 6% 6%
Internet - Banner on a website 29% 50% 46% 62%
Internet - Text link ad on a website 33% 33% 24% 50%
Outdoor (hoarding, kiosk, buspanel, exhibition, etc)
1% 9% 9% 3%
Can't recall where I saw the ad 2% 2% 17% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
56/105
56
YatraTOM ad awareness: 27%
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
Television 73% +14%
Newspaper 20% +6%
Magazine/Newsletter 9% -3%
Radio 2% +1%
Internet - Banner on a website 29% -15%
Internet - Text link ad on a website 33% +7%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 1% 0%
Can't recall where I saw the ad 2% -1%
8/14/2019 Brand Track Report - Online Travel July 2007
57/105
57
MakemytripTOM ad awareness: 26%
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
Television 65% +7%
Newspaper 30% +5%
Magazine/Newsletter 28% +2%
Radio 4% 0%
Internet - Banner on a website 50% -3%
Internet - Text link ad on a website 33% -1%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 9% +3%
Can't recall where I saw the ad 2% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
58/105
58
IRCTCTOM ad awareness: 7%
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
Television 17% -1%
Newspaper 32% +4%
Magazine/Newsletter 25% +5%
Radio 6% +2%
Internet - Banner on a website 46% -2%
Internet - Text link ad on a website 24% -17%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 9% +3%
Can't recall where I saw the ad 17% +7%
8/14/2019 Brand Track Report - Online Travel July 2007
59/105
59
TravelguruTOM ad awareness: 6%
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
Television 70% +47%
Newspaper 12% -14%
Magazine/Newsletter 14% -6%
Radio 22% +22%
Internet - Banner on a website 29% -53%
Internet - Text link ad on a website 33% -35%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 2% -2%
Can't recall where I saw the ad 1% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
60/105
60
CleartripTOM ad awareness: 3%
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
Television 57% +28%
Newspaper 37% +4%
Magazine/Newsletter 15% -5%
Radio 6% +6%
Internet - Banner on a website 62% +15%
Internet - Text link ad on a website 50% +32%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 3% -3%
Can't recall where I saw the ad 0% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
61/105
61
-1%-3%
-2%
0% 2% 1%
-3%
0%
-1%
5%
3% 3%
-2%
0% -1%
0% 2% 2%
0% 0% 0%
-6%
-3%
0%
3%
6%
Change from PQ
23%
27%26%24%
22% 23%
13%
17%16%
6% 7% 7%
3%4% 3%3% 3% 3%
0%
10%
20%
30%
Searched only Searched and booked All Users
Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Google
Top of mind brand recall
Makemytrip still retains its lead as the TOM brand recalled (26%). Yatra close on the heels at 23%
Compared to the previous quarter, only Travelguru gains share of mind notceably, especially among the searchers (+5%)
Makemytrip TOM brand recall dropped marginally compared to the last quarter (-2%)
8/14/2019 Brand Track Report - Online Travel July 2007
62/105
62
Top of mind brand recall All Brands
Top of mind Ad Recall SearchedOnly
Search &Booked Only
All Users
Sample Base 296 804 1,100
Makemytrip 23% 27% 26%
Yatra 24% 22% 23%
IRCTC 13% 17% 16%
Travelguru 6% 7% 7%
Cleartrip 3% 4% 3%
Google 3% 3% 3%
Yahoo Travels 3% 2% 2%
Airdeccan 1% 2% 2%
Raj Travels 3% 1% 2%
Travel India 2% 0% 1%
Flightraja 0% 1% 1%
Top of mind Ad Recall SearchedOnly
Search &Booked Only
All Users
Sample Base 296 804 1,100
Jet Airways 0% 1% 1%
Indiatimes Travel 1% 1% 1%
Thomascook 0% 1% 1%
Travel 2% 0% 1%
Indiatravels 0% 1% 1%
Rediff Travel 1% 0% 1%
8/14/2019 Brand Track Report - Online Travel July 2007
63/105
63
Source of TOM brand recall
0%
2%
24%
17%
4%
16%
10%
74%
TravelguruSource of awareness Makemytrip Yatra IRCTC Cleartrip
Base: All Users
From an advertisement 58% 65% 33% 59%
From a news story/article/feature 6% 7% 6% 8%
From a relative/friend/colleague 14% 14% 29% 40%
From a direct mailer/newsletter/sales call 5% 4% 8% 6%
While searching for travel related infousing a search engine
44% 28% 31% 42%
From a link on another website 29% 28% 24% 16%
From an exhibition/event 1% 3% 1% 6%
Don't remember 3% 2% 8% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
64/105
64
Makemytrip
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
From an advertisement 58% -7%
From a news story/article/feature 6% -6%
From a relative/friend/colleague 14% -10%
From a direct mailer/newsletter/sales call 5% +1%
While searching for travel related info using a search engine 44% +2%
From a link on another website 29% +2%
From an exhibition/event 1% -2%
Don't remember 3% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
65/105
65
Yatra
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
From an advertisement 65% +1%
From a news story/article/feature 7% 0%
From a relative/friend/colleague 14% -5%
From a direct mailer/newsletter/sales call 4% +2%
While searching for travel related info using a search engine 28% -1%
From a link on another website 28% +1%
From an exhibition/event 3% +2%
Don't remember 2% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
66/105
66
IRCTC
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
From an advertisement 33% -6%
From a news story/article/feature 6% +1%
From a relative/friend/colleague 29% -1%
From a direct mailer/newsletter/sales call 8% +6%
While searching for travel related info using a search engine 31% 0%
From a link on another website 24% +5%
From an exhibition/event 1% 0%
Don't remember 8% +1%
8/14/2019 Brand Track Report - Online Travel July 2007
67/105
67
Travelguru
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
From an advertisement 74% 46%
From a news story/article/feature 10% 5%
From a relative/friend/colleague 16% 12%
From a direct mailer/newsletter/sales call 4% 3%
While searching for travel related info using a search engine 17% -51%
From a link on another website 24% -41%
From an exhibition/event 2% -2%
Don't remember 0% -2%
8/14/2019 Brand Track Report - Online Travel July 2007
68/105
68
Cleartrip
Source of awareness CurrentQuarter
Change fromPrevious Quarter
Base: All Users
From an advertisement 59% -27%
From a news story/article/feature 8% -15%
From a relative/friend/colleague 40% +11%
From a direct mailer/newsletter/sales call 6% +3%
While searching for travel related info using a search engine 42% +7%
From a link on another website 16% -12%
From an exhibition/event 6% +6%
Don't remember 0% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
69/105
69
-5%
1%
-1%-3%
2% 0%
9% 9% 9%
0%
-5%-4%
-2%
0%
-1%
2%
4% 3%
-10%
-5%
0%5%
10%
Change from PQ
Spontaneous brand recall*
At 43% Makemytrip barely manages to stay ahead of Yatra at spontaneous brand recall level
However, Makemytrip leads more among the bookers (49%), Yatra leads among the searchers (37%)
Compared to the previous quarter, only Travelguru has gained spontaneous recall noticeably (+9%)
* Top 3 brand recalls
31%
49%
43%
37%
45%42%
23% 23% 23%19%
24% 23%
8%
16%13%
6% 5% 5%
0%
10%
20%
30%
40%
50%
Searched only Searched and booked All Users
Current Quarter Makem ytrip Yatra Travelguru IRCTC Cleartrip Indiatravels
8/14/2019 Brand Track Report - Online Travel July 2007
70/105
70
-3%
5% 3%
-6%
20%
12%6%
0% 2%7% 9% 8%8%
1% 2%4%
-1%
1%
-10%
0%
10%
20%
30%
Change from PQ
66%71% 70%
34%
83%
68%
53%
65%61%
36%
47%44%
32%
45%41%40%
35% 37%
0%
20%
40%
60%
80%
100%
Searched only Searched and booked All Users
Current Quarter Yatra IRCTC Makem ytrip Travelguru Cleartrip Indiatravels
Aided brand awareness*
At aided brand awareness level, Yatra leads significantly among the searchers (66%) and IRCTC among bookers (83%)
Overall, with 70% brand awareness Yatra leads the pack marginally
Compared to previous quarter, IRCTC and Travelguru show considerable gain in aided awareness overall (+12% and +8%)
* Brand names prompted
8/14/2019 Brand Track Report - Online Travel July 2007
71/105
8/14/2019 Brand Track Report - Online Travel July 2007
72/105
72
-3% -3%-2%
5%
2% 3%
-1% 0% 0%
4%
1% 2%0% 1% 0%
3%2% 2%
-6%
-3%
0%
3%
6%
Change from PQ
29% 29% 29%27%
23%24%
10%12% 12%
7% 8% 7%
4%5% 5%
3%2% 2%
0%
10%
20%
30%
Searched only Searched and booked All Users
Current QuarterMakem ytrip Yatra IRCTC Travelguru Cleartrip Thomascook
Share of word of mouth*
* website most likely to recommend
Despite a 2% fall from previous quarter, Makemytrip still leads the category on share of word of mouth at 29%
Yatra gains as compared to previous quarter (especially among searchers with +5%) to move up its share at overall level to 24%
Other brands who gained share of word of mouth, though marginally, are Travelguru and Thomas Cook
8/14/2019 Brand Track Report - Online Travel July 2007
73/105
Brand Perceptions
8/14/2019 Brand Track Report - Online Travel July 2007
74/105
74
Brand associations by attributes
Makemytrip is still the most highly associated brand with most of the key category attributes, in spite of slipping on all attributes this quarter.
Yatra follows as a close second to Makemytrip on most attributes
Air Deccan stands out for its association with the lowest air fare attribute
* Figures in brackets represent the change compared to the previous quarter in percentage
16%15%
15%
17% 17%
13%13%
11%10%
11%
10% 10%
0% 0%
1% 2% 2%
7%
2%
4%3% 4%
2%2%
3%
2%2%
1% 1%2%2%
1% 0% 0%
1%
1%
12%
1%0% 0% 1% 1%
3%
0% 0% 0% 0% 0%0%
10%
20%
Lowest air fares Lowest hotel Best tour package Complete travel Great Brand Most dependable
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Indiatimes travel Airdeccan Spicejet
(-5)
(+1)
on the net rates on the net deals on the net related online solutions image service
(+1)
(-1)
(-1)
(-1)(-1)
(0)
(-3)
(0)
(-1)
(+2)
(+1)(-2)
(+1)
(0)
(-3)
(0)
(+1)(+1)
(+2)
(-2)(0)
(0)
(0)
(0)
(-4)
(+1)
(-1)(-2)
(0)
(0)
(-1)
(+3)
(0)(+1) (-2)(-1)(0)
(0)
(-4)
(+2)
(+2)
(+1)(0)
(0)(-2)(-1)
8/14/2019 Brand Track Report - Online Travel July 2007
75/105
75
Brand associations overall perceptions
Makemytrip Yatra Travelguru Air Deccan IRCTC
1.51.0.50.0-.5-1.0
1.5
1.0
.5
0.0
-.5
-1.0
Most dependable service
Great Brand imageComplete travel related solns.
Best tour package deals
Lowest hotel rates on net
Lowest air fares on net
SpicejetAirdeccan
Cleartrip
YatraTravelguru
Indiatimes travel
Makemytrip
IRCTC
Brand
Attrib
ute
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
8/14/2019 Brand Track Report - Online Travel July 2007
76/105
Brand Shares
8/14/2019 Brand Track Report - Online Travel July 2007
77/105
77
Current Quarter
70%
36%33%
12%9%
36%
0%
20%
40%
60%
80%
All Users
IRCTC Makemytrip Yatra
Travelguru Cleartrip All other brands
Change from PQ
0%
-1%
-6%
-2%
0%
-2%
-10%
0%
10%
Cumulative (secondary) consumer share*
IRCTC continue to show very high multiple usage (70%) in this quarter as well. Only Yatra loses multiple usage noticeably (-6%)
All smaller brands put together (others) have managed to retained significant multiple usage share of 36%. Indicates growth as well
as a lot of experimentation usage in the category
* Multiple usage of websites, adds up to more than 100% in usage
8/14/2019 Brand Track Report - Online Travel July 2007
78/105
78
5% 4%
-2%
3%
0%
-4%-6%
-4%
-2%
0%
2%
4%
6%
Change from PQ
28%
23%
16%
7%
4%
21%
0%
10%
20%
30%
All Users
Current QuarterMakemytrip Yatra IRCTC Travelguru Cleartrip Others
Preferred (primary) consumer share*
In terms of primary user share, Makemytrip retains its top slot with 28% share (a 5% gain over last quarter)
Yatra also gains 4% in user preference, to continue at the second spot with 23% primary user share
Travelguru is the other brand that has gained primary share (+3%) compared to the previous quarter
* Most preferred website in usage, adds up to 100% in usage
8/14/2019 Brand Track Report - Online Travel July 2007
79/105
79
Primary Consumer Shares All Brands
Change CurrentQuarter
PreviousQuarter
Brand Actual Share Actual Share
Makemytrip +5% 28% 24%
Yatra +4% 23% 19%
IRCTC -2% 16% 19%
Travelguru +3% 7% 4%
Cleartrip 0% 4% 4%
Yahoo Travels +1% 2% 1%
Airdeccan -1% 2% 3%
Thomascook +2% 2% ( - )
Spicejet 0% 2% 1%
3%1%-2%Indiatimes Travel
2%1%-1%Indiatravels
Change Current QuarterPreviousQuarter
Brand Actual Share Actual Share
Travel India 0% 1% 1%
Indian Airlines 0% 1% 1%
Ksrtc +1% 1% ( - )
Flightraja 0% 1% 0%
Prime travel +1% 1% ( - )
Travel 0% 1% 1%
Google 0% 1% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
80/105
80
Current Quarter
0.770.71
0.23
0.59
0.46
-
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
All Users
Makemytrip Yatra IRCTC Travelguru Cleartrip
Primary-Secondary consumer share ratios
Makemytrip continues to have the best secondary-to-primary user share conversion ratio of 77%. It is followed closely by Yatra at 71%
As compared to the last quarter, Travelguru, Yatra and Makemytrip show significant improvement in their conversion ratios
IRCTC not only has the lowest secondary-to-primary share conversion ratio (0.23) but also show a further marginal decline in it
(+0.22)(+0.14)
(-0.04)
(+0.26)
(+0.03)
8/14/2019 Brand Track Report - Online Travel July 2007
81/105
81
Reason for brand preference
Source of awareness Makemytrip Yatra IRCTC Travelguru Cleartrip
Base: All Users
Highly appealing website design 40% 28% 25% 30% 35%
Has the widest choice of travel options -flights/hotels/tour
53% 39% 28% 26% 50%
Has the most relevant choices for my needs -
flights/hotels/tours
64% 32% 22% 34% 62%
Lowest fares/deals/offers 72% 63% 32% 68% 66%
Best guidance on travel destinations, travelplanning
57% 45% 36% 44% 32%
Most easy to use and find the right informationquickly
61% 34% 49% 44% 55%
Most hassle free payment procedure 33% 26% 28% 29% 57%
Best security features to protect onlinetransactions
26% 15% 25% 10% 25%
Highly responsive booking and after-bookingservice
30% 29% 32% 19% 29%
Nothing Specific / Don't know 7% 9% 15% 13% 8%
8/14/2019 Brand Track Report - Online Travel July 2007
82/105
82
Makemytrip reason for preference
Used in the last 3 months
38%
Preferred most 28%
Reason CurrentQuarter
Change fromPreviousQuarter
Base: All Users
Highly appealing website design 40% -9%
Has the widest choice of travel options -flights/hotels/tour
53% -4%
Has the most relevant choices for my needs -flights/hotels/tours
64% +3%
Lowest fares/deals/offers 72% -3%
Best guidance on travel destinations, travel planning 57% +9%
Most easy to use and find the right information quickly 61% +10%
Most hassle free payment procedure 33% -6%
Best security features to protect online transactions 26% +2%
Highly responsive booking and after-booking service 30% -3%
Nothing Specific / Don't know 7% 0%
8/14/2019 Brand Track Report - Online Travel July 2007
83/105
83
Yatra reason for preference
Used in the last 3 months
34%
Preferred most 23%
Reason CurrentQuarter
Change fromPreviousQuarter
Base: All Users
Highly appealing website design 28% -11%
Has the widest choice of travel options -flights/hotels/tour
39% -1%
Has the most relevant choices for my needs -flights/hotels/tours
32% -18%
Lowest fares/deals/offers 63% +3%
Best guidance on travel destinations, travel planning 45% +7%
Most easy to use and find the right information quickly 34% -14%
Most hassle free payment procedure 26% -3%
Best security features to protect online transactions 15% -5%
Highly responsive booking and after-booking service 29% 0%
Nothing Specific / Don't know9% +2%
8/14/2019 Brand Track Report - Online Travel July 2007
84/105
84
IRCTC reason for preference
Used in the last 3 months
24%
Preferred most 16%
Reason CurrentQuarter
Change fromPreviousQuarter
Base: All Users
Highly appealing website design 25% +8%
Has the widest choice of travel options -flights/hotels/tour
28% +9%
Has the most relevant choices for my needs -flights/hotels/tours
22% -7%
Lowest fares/deals/offers 32% +1%
Best guidance on travel destinations, travel planning 36% -6%
Most easy to use and find the right information quickly 49% -4%
Most hassle free payment procedure 28% -8%
Best security features to protect online transactions 25% -5%
Highly responsive booking and after-booking service 32% 0%
Nothing Specific / Don't know 15% -1%
8/14/2019 Brand Track Report - Online Travel July 2007
85/105
85
Travelguru reason for preference
Used in the last 3 months
13%
Preferred most 7%
Reason CurrentQuarter
Change fromPreviousQuarter
Base: All Users
Highly appealing website design 30% -36%
Has the widest choice of travel options -flights/hotels/tour
26% -50%
Has the most relevant choices for my needs -flights/hotels/tours
34% +8%
Lowest fares/deals/offers 68% +38%
Best guidance on travel destinations, travel planning 44% -42%
Most easy to use and find the right information quickly 44% +23%
Most hassle free payment procedure 29% +11%
Best security features to protect online transactions 10% -58%
Highly responsive booking and after-booking service 19% +2%
Nothing Specific / Don't know 13% +8%
8/14/2019 Brand Track Report - Online Travel July 2007
86/105
86
Cleartrip reason for preference
Used in the last 3 months
10%
Preferred most 4%
Reason CurrentQuarter
Change fromPreviousQuarter
Base: All Users
Highly appealing website design 35% -7%
Has the widest choice of travel options -flights/hotels/tour
50% +1%
Has the most relevant choices for my needs -flights/hotels/tours
62% -4%
Lowest fares/deals/offers 66% -2%
Best guidance on travel destinations, travel planning 32% -21%
Most easy to use and find the right information quickly 55% -11%
Most hassle free payment procedure 57% 0%
Best security features to protect online transactions 25% -10%
Highly responsive booking and after-booking service 29% +2%
Nothing Specific / Don't know 8% -1%
8/14/2019 Brand Track Report - Online Travel July 2007
87/105
87
Brand Performance Track
8/14/2019 Brand Track Report - Online Travel July 2007
88/105
88
Brand Sustenance
Brand Sustenance
Ratio of TOM Brand Recall
TOM Ad Recall
How much can your brand transcend the ad
Ratio of 1 represents average efficiency
8/14/2019 Brand Track Report - Online Travel July 2007
89/105
89
Brand Sustenance Index
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
IRCTC 0.692 2.290 100% 1.598 100%
Airdeccan 0.096 1.439 63% 1.343 84%
Travelguru 0.305 1.123 49% 0.818 51%
Cleartrip -0.239 1.040 45% 1.279 80%
Makemytrip -0.061 0.995 43% 1.056 66%
Yatra -0.183 0.839 37% 1.022 64%
Yatra and Makemytrip seems to be most advertising depended brands in the category
In fact, Yatras sustenance index compared to the previous quarter falls remarkably indicating increase in ad dependency
* Other brands not included for insufficiency of sample size
8/14/2019 Brand Track Report - Online Travel July 2007
90/105
90
Brand Sustenance Map
Brand Sustenance
MakemytripYatra
IRCTC
Travelguru
Cleartrip
Airdeccan
Thomascook
Indiatimes travel
Indiatravels2.5
3.0
3.5
4.0
4.5
2.5 3.0 3.5 4.0 4.5Top of Mind Ad. Recall
TopofMindBran
dRecall
Less Sustainable
More Sustainable
8/14/2019 Brand Track Report - Online Travel July 2007
91/105
91
Brand Persuasion
Ratio of 1 represents high efficiency
Brand PersuasionHow persuasive is your brand story
Ratio of Intention to Buy / Use Brand
Spontaneous Brand Recall
8/14/2019 Brand Track Report - Online Travel July 2007
92/105
92
Brand Persuasion Index
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
IRCTC 0.024 0.616 100% 0.592 100%
Yatra 0.026 0.473 77% 0.447 75%
Makemytrip -0.070 0.450 73% 0.520 88%
Airdeccan 0.082 0.362 59% 0.280 47%
Cleartrip 0.036 0.303 49% 0.267 45%
Travelguru -0.109 0.294 48% 0.403 68%
IRCTCs continues to leads the pack on brand persuasion
Makemytrip & Travelguru have lost in persuasiveness
Air Deccans persuasion index improved noticeably compared to the previous quarter. Rest of the brands improve marginally
* Other brands not included for insufficiency of sample size
8/14/2019 Brand Track Report - Online Travel July 2007
93/105
93
Brand Persuasion Map
Brand Persuasion
MakemytripYatra
IRCTC
Travelguru
Cleartrip
Airdeccan Indiatravels
3.0
3.5
4.0
4.5
5.0
3.0 3.5 4.0 4.5 5.0Spontaneous Recall
LikelihoodofBuying
Less Persuasive
More P ersuasive
8/14/2019 Brand Track Report - Online Travel July 2007
94/105
94
Brand Pull*
Brand PullAbility of the brand to attract news consumers orconsumers of competitive brands
Ratio of (Switch ins to the brand) (Switch outs from the brand)
Current primary consumer share of the brand
A positive ratio represents a growing brand
B d P ll I d
8/14/2019 Brand Track Report - Online Travel July 2007
95/105
95
Brand Pull Index
* Other brands not included for insufficiency of sample size
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
Travelguru -0.102 0.148 100% 0.250 100%
Cleartrip 0.138 0.121 82% -0.017 -7%
Airdeccan 0.264 0.081 55% -0.183 -73%
Yatra -0.072 -0.013 -9% 0.059 23%
IRCTC 0.050 -0.015 -10% -0.065 -26%
Makemytrip -0.143 -0.132 -89% 0.011 5%
Travelguru continues to show the best brand pull in the current quarter despite of a fall
Air Deccan & Cleartrip show maximum improvement
Makemytrip and Yatra show noticeable decline in brand pull compared to the last quarter
8/14/2019 Brand Track Report - Online Travel July 2007
96/105
96
Brand Pull Map
Brand Pull
MakemytripYatra
IRCTCTravelguru
Cleartrip
Airdeccan
Thomascook
Indiatimes travel
Indiatravels
Spicejet
2.0
2.5
3.0
2.0 2.5 3.0Switch outs of the Brand
SwitchinstotheBrand
Gaining Pull
Losing Pull
Proportionatelymore switch-outsthan switch-ins
8/14/2019 Brand Track Report - Online Travel July 2007
97/105
97
Brand Loyalty
Ratio of 1 represents maximum efficiency
Brand LoyaltyHow much is your brand retaining its existing consumers
Ratio of Likely to Continue with the Brand
Total Current Users of the Brand
8/14/2019 Brand Track Report - Online Travel July 2007
98/105
98
Brand Loyalty Index
* Other brands not included for insufficiency of sample size
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
Travelguru -0.018 0.802 100% 0.820 100%
Yatra 0.032 0.792 99% 0.760 93%
IRCTC 0.145 0.765 95% 0.620 75%
Cleartrip 0.082 0.662 83% 0.580 71%
Makemytrip -0.086 0.644 80% 0.730 89%
Airdeccan -0.096 0.544 68% 0.640 78%
Travelguru shows the best brand loyalty index in the current quarter (80% loyalty), followed by Yatra and IRCTC
IRCTC, Cleartrip & Yatra show noticeable improvement in brand loyalty compared to last quarter
Makemytrip & Airdeccan have lost out on brand loyalty; Makemytrip has lost relatively the most
8/14/2019 Brand Track Report - Online Travel July 2007
99/105
99
Brand Loyalty MapBrand Loyalty
80% 79%77%
66% 64%
54%
0%
20%
40%
60%
80%
100%
Travelguru
Yatra
IRCTC
Cleartrip
Makemytrip
Airdeccan
Likely to Continue
(-2%) (+3%)(+15)
(+8%) (-9%)
(-10%)
8/14/2019 Brand Track Report - Online Travel July 2007
100/105
100
Brand Momentux
It is an index. The higher the better
Brand MomentuxTM
Your future market potential based on your currentperformance
Brand X Brand SpeedMass Accelerators
Current X Brand Persuasion factor,Users Brand Pull factor,
Brand Loyalty factor
8/14/2019 Brand Track Report - Online Travel July 2007
101/105
101
Brand Momentux
* Other brands not included for insufficiency of sample size
Change Current Quarter Previous Quarter
Brand Actual Index Relative Index Actual Index Relative Index
Yatra 0.010 0.097 100% 0.087 81%
Makemytrip -0.017 0.091 93% 0.108 100%
IRCTC -0.002 0.075 77% 0.077 71%
Travelguru 0.005 0.029 30% 0.024 22%
Cleartrip 0.003 0.015 16% 0.012 11%
Airdeccan -0.003 0.006 6% 0.009 8%
In the current quarter Yatra leads with maximum brand momentum; though not far away from Makemytrip
However, Makemytrips momentum continues to decelerate as in the last quarter, Yatras continues to accelerate as in the last quarter
Among other brands Travelguru and Cleartrip accelerate, while IRCTC and Airdeccan decelerate in their brand momentums
8/14/2019 Brand Track Report - Online Travel July 2007
102/105
102
Brand Momentux Map
Brand Momentum
Spicejet IndiatravelsIndiatimes travel
Thomascook Airdeccan
Cleartrip
Travelguru
IRCTC
YatraMakemytrip
2.0
2.5
3.0
2.0 2.5 3.0Brand Speed
BrandMass
Mass Driven Size
Speed Driven
8/14/2019 Brand Track Report - Online Travel July 2007
103/105
103
Airdeccan
Cleartrip
Travelguru
IRCTC
Makemytrip
Yatra
BrandBrand MomentuxBrand LoyaltyBrand PullBrand PersuasionBrand Mass
Current Quarter vis--vis Previous Quarter
Brand Momentux Summary
Improved Deteriorated No/Insignificant change
E ti t d P i C Sh
8/14/2019 Brand Track Report - Online Travel July 2007
104/105
104
Estimated Primary Consumer Shares
18%
1%
1%
2%
3%
1%
3%
4%
4%
19%
19%
24%
Previous Quarter
Actual Share
Brand Current Quarter
Actual Share
Next Quarter
Estimated Share
Expected
Change
Makemytrip 28% 24% -4%
Yatra 23% 26% +3%
IRCTC 16% 20% +4%
Travelguru 7% 8% +1%
Cleartrip 4% 4% 0%
Airdeccan 2% 2% 0%
Thomascook 2% 1% -1%
Indiatimes Travel 1% 1% 0%
Indiatravels 1% 1% 0%
Spicejet 1% 1% 0%
Yahoo Travel 2% 1% +1%
Others 10% 11% +1%
Yatra, IRCTC and Travelguru are expected to gain primary consumer share in the next quarter, while Makemytrip likely to lose share
if this expected trend comes true, then Yatra is expected to emerge as the news category leader by the next quarter
Other than that, market not likely to show significant changes in the primary consumer shares of other players
8/14/2019 Brand Track Report - Online Travel July 2007
105/105
Thank You!