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Study shows potential for online hotel booking market
Posted on: 13/Jan/2016 12:11:20 PM
A report by global research agency Millward Brown has said that only 25 percent of hotel bookings in India are done online. The report has also said that more than 59 percent of the bookings are done through offline channels.
The report has said that there is a huge potential for growth in the online community for hotel bookings. It says that the online agencies, or OTAs, control only 18 percent of the market. The remaining 7 percent of the 25 percent are done through the hotel websites.
An official from Millward Brown says, The findings from the report highlight the need for OTAs to be more focused on being meaningfully different in their engagement with the hotels. OTA players that have done this well amongst hotels have also reaped their rewards both in terms of building brand equity and market share.
The report also says that almost 72 percent of the bookings are done well in advance. MakeMyTrip leads the online hotel booking segment with almost 25 percent of the market share. It is followed by Goibibo with 18.9 percent of the market share and Booking.com with 12.2 percent. An official from MakeMyTrip said, The online hotel booking category is witnessing great customer traction and is being propelled by smartphone penetration, affordability and choice.
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