India Online Travel Market Analysis

​The India Online Travel Market size is estimated at USD 17.24 billion in 2024, and is expected to reach USD 28.40 billion by 2029, growing at a CAGR of 10.5% during the forecast period (2024-2029). Indian travel firms have reportedly seen a 25%-30% increase in bookings, both for air travel and accommodations.

Mobile apps have become a significant channel for travel bookings. Many of the leading travel companies in India have developed user-friendly mobile apps, allowing travelers to book tickets and accommodations on the go.

The online travel industry in India is highly competitive and features several prominent players, including MakeMyTrip, Yatra, Cleartrip, Goibibo, and Booking.com, among others. These companies offer a variety of services, including flight and hotel bookings, holiday packages, car rentals, and more.

 Source: https://www.mordorintelligence.com/industry-reports/online-travel-market-in-india

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ICP

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Competitor Analysis for Adanione

Adanione, a recent entrant into India's expanding online travel market, specializes in booking flights and hotels. Following are key competitors

MakeMyTrip

Yatra

Cleartrip

Booking.com

Goibibo

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MakeMyTrip

Strengths: Market leader, extensive inventory, strong brand recognition, comprehensive travel services including flights, hotels, holiday packages, and ancillary services.

Market Strategy: Focus on customer loyalty programs, personalized travel experiences, and leveraging technology for seamless bookings.

Potential Threats: MakeMyTrip’s established market presence and extensive service offerings pose a significant challenge to Adanione, particularly in attracting tech-savvy and loyal customers.

Yatra

Strengths: Strong presence in corporate travel, wide range of services, robust customer loyalty programs.

Market Strategy: Expansion of corporate travel services, strategic partnerships, and enhancing customer loyalty through personalized services.

Potential Threats: Yatra’s strong foothold in the corporate travel segment and wide-ranging services can divert business travelers from Adanione.

Booking.com

Strengths: Extensive global inventory of accommodations, strong technological infrastructure, powerful brand recognition.

Market Strategy: Leverage global expertise, offer diverse accommodation options, and provide competitive pricing.

Potential Threats: Booking.com’s vast accommodation choices and global reach can attract customers looking for international travel options, which may overlap with Adanione’s target market.

Goibibo

Strengths: Competitive pricing, user-friendly platform, strong integration with the Ibibo Group.

Market Strategy: Aggressive marketing campaigns, promotional offers, and gamification features to enhance user engagement.

Potential Threats: Goibibo’s aggressive pricing and promotional strategies can attract budget-conscious travelers, directly competing with Adanione’s offerings.

Channel selection scope

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Awareness of Adanione on social media is minimal as compared with MMT, EMT & Cleartrip. Awareness campaigns should be rolled out.

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Referral Program as Acquisition channel

Implementing a referral program as an acquisition channel for Adanione can significantly boost customer acquisition and enhance brand loyalty.

Below are positive feedbacks and review on Google play store.

Referral Program Structure​

• Referral Rewards:
  • Referrer: Offer a discount or reward for each successful referral (e.g., ₹500 off on the next flight booking & 2000 off on Hotel booking).
  • Referee: Provide a first-time user discount (e.g., 10% off on their first booking).
• Tiered Rewards:
  • Introduce tiered rewards for multiple referrals (e.g., higher discounts or special perks for 3, 5, or 10 referrals).

User Experience

• Simple Sign-Up:
• • Allow easy sign-up for the referral program through the Adanione website or app.
  • Clearly explain the benefits and terms of the program.
• Easy Sharing:
• • Provide multiple sharing options (email, social media, direct links).
  • Generate unique referral codes or links for each user.
• Tracking and Transparency:
• • Offer a dashboard where users can track their referrals, rewards, and status of referred friends.
  • Send regular updates and notifications on referral status and earned rewards.

Promotion and Marketing

• In-App and On-Site Promotion:
• • Promote the referral program prominently on the Adanione homepage, booking confirmation pages, and user dashboards.
  • Use in-app notifications to remind users about the referral program.
• Email Campaigns:
• • Send targeted emails to existing customers to introduce the referral program and highlight the benefits.
  • Follow up with periodic reminder emails and success stories of other users.
• Social Media Campaigns:
• • Create social media posts and ads to promote the referral program.
  • Encourage users to share their referral links on social media with personalized messages.

Incentive Design

• Attractive Rewards:
• • Ensure that the rewards are enticing enough to motivate users to participate.
  • Consider non-monetary rewards such as exclusive access to new features, VIP customer support, or special travel perks.
• Limited-Time Offers:
• • Introduce limited-time referral bonuses to create urgency and drive participation.
• Special Promotions:
• • Run seasonal or event-based referral promotions to keep the program exciting and dynamic.

Monitoring and Optimization

• Performance Tracking:
• • Use analytics to track key metrics such as the number of referrals, conversion rates, and the ROI of the referral program.
• Feedback Loop:
• • Collect feedback from participants to understand their experience and identify areas for improvement.
• Continuous Improvement:
• • Regularly analyze performance data and feedback to refine the program.
  • Test different reward structures and promotional strategies to optimize results.

User Journey

1. Sign-Up:
2. • User sees an attractive banner on the Adanione website or app about the referral program and signs up.
3. Sharing:
4. • User shares their unique referral link with friends via email, social media, or direct messages.
5. Friend's Action:
6. • The friend clicks the referral link, lands on the Adanione website or app, and completes their first booking using a special discount code.
7. Reward Allocation:
8. • The referrer receives a notification about the successful referral and gets a ₹500 discount on their next booking.
   • The referee enjoys a 10% discount on their first booking.
9. Tracking and Encouragement:
10. • The referrer tracks their referral progress through a dedicated dashboard and is encouraged to make more referrals to reach higher reward tiers.

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Product integrations as Acquisition channel

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Product integration is critical to Adanione platform for following reasons:

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Enhanced User Experience: Integrating with other goods and services improves the overall user experience by adding new features and conveniences. The Adanione app provides users with seamless access to a variety of services, making the trip booking experience more fast and fun.

Increased Value Proposition: Product integration enhances Adanione's offering, providing a holistic travel solution for consumers. By offering travel insurance, loyalty programs, transportation services, and other services, Adanione becomes a one-stop shop for all travel-related needs, drawing new users and promoting return visits.

Competitive Advantage: In a busy market In a congested market, differentiation is essential. Integrating with relevant items sets Adanione apart from competitors by offering unique features and services that enhance the overall customer experience. This may result in increased consumer loyalty and market share.

Revenue Opportunities: Product integration creates additional income sources for Adanione through partnerships, referral programs, and commissions. For example, connecting with transportation services such as Uber or vehicle rental firms might earn extra money through referral fees or commissions on reservations made through the app.

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Data Insights and Personalization: Integrating with various products allows Adanione to gather valuable data on user preferences, behaviors, and booking patterns. This data can be used to personalize recommendations, offers, and marketing messages, improving customer engagement and driving conversion rates.

Scalability and Growth: Product integration facilitates scalability by streamlining operations and enhancing efficiency. Automated processes and seamless integrations allow Adanione to handle increased traffic and bookings without sacrificing quality or user experience.
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Product integration matrix

Key Considerations

1. Integration with Airline and Hotel Chains: This has a high impact on user acquisition due to exclusive deals and bundled offers. However, it requires significant tech effort and time to establish these partnerships.
2. Integration with Ride-Sharing and Car Rental Services: This enhances the convenience of travel planning and is moderately complex to integrate.
3. Integration with Local Experience Providers: Offers unique local experiences and can attract users looking for comprehensive travel solutions.
4. Integration with Social Media Platforms: Enables social sharing and targeted advertising, which can drive significant user acquisition.
5. Integration with Corporate Travel Management Systems: Appeals to business travelers and corporate clients, though it involves high tech effort.
6. BNPL Services: These services can attract budget-conscious travelers and increase booking rates by providing flexible payment options.
7. Integration with Loyalty Programs: Can significantly boost user engagement and retention but involves high tech effort and coordination.
8. Integration with Travel Insurance Companies: Adds value and safety for users, with relatively low tech effort.
9. Integration with Google Translate API: Useful for international travelers, with minimal tech effort.
10. Integration with Map and Navigation Services: Enhances travel convenience and planning with low tech effort.
11. Integration with Currency Conversion Services: Adds value for international travelers, with minimal tech effort.

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