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India's online travel market is booming, with online leisure/unmanaged business travel bookings projected to account for one third of the total Indian travel market by 2012. Yet despite its significant growth potential, success in the Indian market is not guaranteed. Rather, it is contingent upon understanding complex consumer shopping behavior and the unique factors impacting individual travel segments and channels. PhoCusWright partnered with global digital intelligence provider comScore, to measure and analyze Indian Web traffic within the travel category.
PhoCusWright's India Online Travel Traffic Report analyzes traffic volume, growth, cross-visitation and source/loss patterns across key travel subcategories, including online travel agencies, rail, airlines, hotels and more. The report examines the dynamics between supplier and intermediary channels as well as the dominance of local versus global travel companies for individual travel segments. The online travel traffic patterns highlighted in this report illuminate sector-specific dynamics and track the emergence of social media and metasearch within the Indian travel market.
Key topics include:
- Traffic to key travel website categories for the 15-month period from 4Q09 – 4Q10 including
- Online travel agencies (OTAs)
- Rail and ground transportation
- Traveler reviews
- Travel website rankings within each travel category, including traffic and unique visitor growth
- Segment-specific comparison of traffic to supplier websites versus OTAs
- In-depth analysis of key online players, including cross-visitation, source and loss traffic
- Online traveler segmentation based on online activity, and insight into which travel websites are attracting the most likely bookers
Online travel traffic reports are also available for these APAC regions:
Purchase the package of all four region reports (Australia, China, India, Japan).
Table of Contents
- Key Findings
Online Travel in India: Surging Ahead
Traffic Analysis: Travel Categories and Key Websites
- Online Travel Agencies
- Focus on MakeMyTrip
- Ground Transportation
- Focus on Indian Railways (IRCTC)
- Focus on Jet Airways
- Traveler Reviews
Online Traveler Segmentation
LIST OF TABLES
Total Internet and Travel Category Monthly Unique Visitors, Travel Category Share and Annual Change, 4Q09-4Q10 (000s)
Average Monthly Unique Visitors by Quarter, Travel Categories and Annual Change, 4Q09-4Q10 (000s)
Online Travel Agencies, Average Monthly Traffic and Annual Change, 4Q09-4Q10 (000s)
Cross-Visitation for MakeMyTrip, Dec. 2009 vs. Dec. 2010
Source Traffic by Category for MakeMyTrip and Annual Change, Dec. 2009 vs. Dec. 2010
Source/Loss Traffic for MakeMyTrip, Share by Category, Dec. 2010
Ground Transportation Sites, Average Monthly Traffic and Annual Change, 4Q09-4Q10
Source Traffic for IRCTC, Dec. 2009 vs. Dec. 2010
Source/Loss Traffic for IRCTC, Share by Category, Dec. 2010
Airline Websites, Average Monthly Traffic and Annual Change, 4Q09-4Q10
Source Traffic for Jet Airways, Dec. 2009 vs. Dec. 2010
Source/Loss Traffic for Jet Airways, Share by Category, Dec. 2010
Hotel Websites, Average Monthly Traffic and Annual Change, 4Q09-4Q10
Travel Metasearch Sites, Average Monthly Traffic and Annual Change, 4Q09-4Q10
Traveler Review Websites, Average Monthly Traffic and Annual Change, 4Q09-4Q10
comScore Heavy - Medium - Light Segmentation, India Total Internet, Dec. 2010
comScore Heavy Segmentation, India Total Internet vs. India Travel, Dec. 2010
Travel Websites with Highest Penetration of India Travel Heavy Population, Dec. 2010
PhoCusWright partnered with comScore to study Web traffic to the following online travel categories for the 15-month period from 4Q09 through 4Q10. This report uses both standard comScore travel categories and custom categories created by PhoCusWright in order to study distinct segments of the online travel landscape. This report designates the custom PhoCusWright categories with "PCWI" as a prefix, for example PCWI hotels. When a category does not include this prefix, it is a standard comScore category.
ONLINE TRAVEL CATEGORIES
Travel: The master comScore travel category, a composite of all travel-related websites and properties, including both transactional sites for suppliers and online travel agencies, destination and media sites.
Airlines: ComScore's airline category for India, including websites of network and low-cost carriers.
Examples: Jet Airways, Air India, IndiGo, KLM
Ground Transportation: Websites of rail and bus suppliers, including sites that provide fare, route and availability information for rail and bus inventory.
Examples: IRCTC, Indian Railways, redBus, eRail
PCWI Hotels: A PhoCusWright custom category of websites of hotel chains and independent resorts and properties.
Examples: Taj Hotels and Resorts, Hilton, Ginger
PCWI Online Travel Agencies (OTAs): A PhoCusWright custom category of websites that feature online booking for multiple suppliers for one or more supply types.
Examples: MakeMyTrip, Yatra, Cleartrip, Expedia
PCWI Travel Metasearch: A PhoCusWright custom category including websites that search across multiple sites and direct visitors to these sites to book.
Examples: iXiGO, Zoomtra, Wego
PCWI Traveler Reviews: A PhoCusWright custom category of websites that feature traveler reviews, travel guides and trip planning tools.
Examples: TripAdvisor, HolidayIQ, OkTaTaByeBye
ComScore conducted the analysis for this report using its proprietary methodology. Central to most comScore services is the comScore panel, the largest continuously measured consumer panel of its kind with approximately two million worldwide consumers under continuous measurement. The comScore panel methodology is designed to accurately measure people and their behavior in the digital environment. Complementing the panel is a unique census-level data collection method, which allows for the integration of consumers' Internet behavior with audience-measurement insights gained through the comScore panel. Several products within the comScore MMX 360 product suite and beyond are powered by this Unified Digital Measurement (UDM) methodology. Further information is available at: comscore.com/About_comScore/Methodology
Mobile platforms are excluded from this analysis.
ComScore uses the following methodology to capture and calculate metrics:
Cross-Visitation: Websites visited by the same unique visitor within a single calendar month, in any order.
Loss (Traffic): Websites visited immediately after visiting the studied website, with traffic volume measured in visits.
Monthly Unique Visitors: This value reflects visitors to a specified website during the specified calendar month. Each visitor is counted once regardless of how many times he or she visits within the month.
Source (Traffic): Websites visited immediately before visiting the studied website, with traffic volume measured in visits.