online travel brand track july 2007 final

Brand Track Study: Online Travel

July 2007

Prepared by: JuxtConsult, New Delhi

2

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

3

• 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 online urban population (multiplier on SEC, town class and region)*

* See special note on the next slide

Methodology

4

MethodologySpecial Note:

• In the India Online study this year (2007), the width and depth of sample coverage was increased significantly by 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 representative of all SEC groups.

• As the sample collected in this quarter’s online travel brand track survey had good representation from SEC ‘D’ and ‘E’ also, these respondents have been included and analyzed in this quarter’s report.

• However, as SEC ‘D’ and ‘E’ were not included in the last quarter’s report (due to insufficient sample achievement), the quarter-to-quarter comparison of profile of online travel users and some of their usage behavior is likely to show noticeable variation. The variations are significant because they bring in the cumulative 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 more noticeably in user profiles and some travel usage behavior (by making them more representative of the current situation) 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 to internet (and hence to a travel portal) per se. But once the person is on the net there is no higher possibility of one travel portal being accessed more than the others per se (as there are no economic or technical barriers to access any specific travel portal) - the only barrier is in the mind of the person – of being aware or not aware of the brand names of these travel portals.

5

Definitions of terms used• Online Travel Users: All internet users who have searched or bought a travel

product online

• Active Users: All online travel users who have searched or bought a travel product online in last 3 months

• SEC: Socio Economic Classification basis education and occupation of the chief wage earner of the household

• Aided Brand Recall: brand recall prompted with a displayed list of brand names. All other forms 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 last 3 months (preferred usage)

6

Definitions of terms used• Brand Sustenance: Ratio of ‘top of mind brand recall’ to ‘top of mind ad recall’

• Brand Persuasion: Ratio of ‘brand likely to use next’ to ‘spontaneous brand recall’

• Switch-in and Switch-out: Difference between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of moving ‘into’ or ‘out of’ a brand)

• Brand Loyalty: Similarity between the ‘intended buying’ of a brand and the ‘current ownership’ of the brand at individual level (likelihood of continuing with the brand)

• Brand Pull: The ‘net switch’ into the brand (i.e., total switch-ins minus total switch-outs of the brand) as a ratio of its ‘current primary consumers’

• Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary consumer share of the brand) multiplied by its ‘speed accelerators’ (arithmetic mean of mindshare factors like brand persuasion, brand pull and brand loyalty)

7

Toplines

8

Usage Track

• With the inclusion of SEC ‘D’ and ‘E’ in the user base, the corrected current usage base of online 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 travel product online (and 26% stopping at just searching)

• Proportion of searchers has gone up 10% points (from 16% in last quarter) and that of bookers has 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 half of 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 3 months, while usage of train tickets is expected to stay put, that of air tickets and hotels is expected to fall

9

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 café 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

10

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 for the category at 26%, while Yatra follows at 23%

• Though Makemytrip also leads marginally in ‘spontaneous’ brand recall (at 43%), Yatra overtakes Makemytrip again at the ‘aided’ brand awareness level (70% against Makemytrip’s 68%)

• But overall, Makemytrip performs better than Yatra in terms of brand recall as 43% of its brand awareness 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 air fare’ attribute association

• Almost all the key travel portals get similar levels of ‘per capita’ average of number of visits to their website. Only Travelguru gains in both per capita visits and bookings compared to the last quarter

• Though both IRCTC and Yatra improved their ‘visit-to-book’ ratio compared to the last quarter, it is IRCTC which shows a better ‘visit-to-book’ conversion ratio of 0.38

11

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 share noticeably (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 last quarter

• 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 Air Deccan ‘decelerate’, Yatra, Travelguru and Cleartrip ‘accelerate’ in their brand momentum

• Makemytrip ‘decelerates’ due to drop in all the three brand speed factors (persuasion, pull and loyalty). 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 Makemytrip likely to lose some. If the indicative trend come true, then Yatra is expected to emerge as the new ‘category leader’ for online travel by the end of the next quarter

12

Usage Status

13

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 lower than 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 this quarter. Till last quarter, the user base in the brand track study reflected only SEC ‘A’, ‘B’ and ‘C’.

Active Users - last 3 months 97%

Searched Only 26%

* 58% of all regular internet users in urban India (Source: India Online 2007)

14

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 Travel users

Train/Air Tickets Only 18% (+6%)

Hotel Only 3% (-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 Only 4% (+3%)

Tour Package Only 2% (+1%)

16% (-)

18% (+4%)

2% (+2%)

5% (-2%)

Hotels - 40% (+8%)

Tour Packages - 27% (+5%)

15

Online Travel Product Usage – Ticketing

Ticket Bookers87% of all bookers

Train TicketsOnly 21% (-4%)

Air TicketsOnly

12% (-3%)

Both Train and Air Tickets

48% (-12%)

Train Tickets - 69% (-16%)Air Tickets - 60% (-15%)

Ticket Searchers70% of all searchers

Train TicketsOnly13% (-20%)

Air TicketsOnly

6% (-33%)

Both Train and Air Tickets

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%)

16

Online Travel User Profile

17

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

18

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%


Current Quarter

13-18 yrs 19-24 yrs 25-35 yrs 36-45 yrs Above 45 yrs

19

-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%


Current Quarter Salaried J unior Salaried Middle/ J unior

Business/ Self employed Others

20

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%


Current Quarter UnmarriedMarried without childrenMarried with childrenDivorced/ widow without childrenDivorced/ widow with children

21

-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%


Current Quarter Metro Urban uptowns Emerging Towns Others

22

Geographic distribution

City Searched Only

Searched & Booked Only

All Users

Sample Base 482 1,315 1,797

Delhi 9% (-2%) 10% (+2%) 10% (0%)

Mumbai 7% (-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

23

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%


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/ -

24

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%


Current Quarter Two wheeler Four wheeler No vehicle

25

-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%


Current Quarter Single card Multiple cards I do not own a credit card

26

-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%


Current Quarter PersonalCompany providedBoth personal and company provided separatelyI do not own a mobile phone

27

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

28

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%


Current Quarter Not the CWE User is the CWE

29

Travel Behavior

30

Current Quarter

15%21% 19%

65%

45%51%

20%

34%30%

0%

20%

40%

60%

80%

Searched Only Searched and booked All Users

Work only Personal only Equally for both

Change from PQ

5% 4%

-15%

3%7%

3%

-8% -11%

12%

-20%

-10%

0%

10%

20%

Primary purpose of travel

• While proportion of searchers traveling for work purpose went up (+12%), proportion of

bookers traveling

for both work and personal reasons came down (-8%)

31

Place of travel within India(Top 10 cities)

Searched Only

Search & Booked Only

All Users

Sample Base 174 Change from PQ

%

618 Change from PQ %

792 Change from PQ

%

Delhi 14% 6% 18% 2% 17% 1%

Mumbai 8% -2% 18% 6% 16% 3%

Chennai 13% 1% 10% 3% 11% 3%

Bangalore 15% 4% 9% 2% 10% 3%

Hyderabad 4% 4% 8% -1% 7% -2%

Goa 9% 5% 5% 3% 6% 3%

Kolkata 1% -2% 3% -1% 3% -2%

Jaipur 3% 0% 2% 0% 2% 0%

Ahmadabad 5% -5% 1% -2% 2% -1%

Visakhapatanam 6% 6% 1% 1% 2% 2%

Regular place of travel – within India

* 3% of the users do not travel in India at

all

32

Place of travel internationally(Top 10 countries)

Searched Only

Search & Booked

Only

All Use

rs

Sample Base 41 Change from PQ %

230 Change from PQ

%

271 Change from PQ

%

US 6% 6% 13% 3% 11% 2%

UK 3% -30% 11% -4% 10% -6%

Singapore 4% 4% 8% 0% 7% 0%

Italy 5% 5% 6% 5% 6% 5%

Australia 5% 5% 4% 3% 4% 4%

Thailand 7% 7% 3% -1% 4% 0%

United Arab Emirates 3% -12% 3% -3% 3% -3%

France 0% 0% 4% 4% 3% 3%

Malaysia 2% 2% 3% -1% 2% -1%

Nepal 1% 1% 2% 2% 2% 1%

Regular place of travel – internationally

* 66% of the users do not travel internationally

at all

33

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

34

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, etcSpiritual

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 it’s the ‘beaches’ which show a marked increase in popularity as a vacation destination

this quarter

35

Online Usage Behavior

36

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%


Current Quarter Only since last 3 month 3 months to 1 year

1-2 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

37

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 café (+8%) went up and

home fell (-9%)

62% 63% 63%

27%

56%

48%

24% 22% 23%

2%6% 5%

0%

20%

40%

60%

80%


Current Quarter Home Place of work Cyber café In transit

38

-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%


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)

39

109

10

8

12

3 34 3

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

40

Visit-to-Book Ratios

• In terms of ‘visits-to-book’ conversion ratio, IRCTC shows the best ratio (0.38) after Travelguru

and Cleartrip• IRCTC and Yatra improved their ‘visit-to-book’ conversion ratios the most as compared to the last

quarter • Makemytrip shows a marginal fall in the conversion ratio

0.300.31

0.38

0.45

0.41

0.32

0.24

0.260.33

0.41

0.00

0.10

0.20

0.30

0.40

0.50


Current Quarter Previous Quarter

(+0.07)

(+0.12)

(+0.12)

(-0.01)

(-0.02)

Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust

conclusion

41

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 ticketsHotel/ Spa/ Resort deals Tour packages

Interstate bus tickets Rent a carSouvenirs & Picture postcards

Change from PQ

31%

10%0% 2% 6%

-1%

20%

-10%0%

10%20%30%40%

42• Except for hotels, the current quarter usage were fairly close to the stated intention levels in the

last quarter

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 carSouvenirs & Picture postcards

25%

-3% -2% -1%

5%5% 7%

-10%

0%

10%

20%

30%

40%

Train tickets Air ticketsHotel/ Spa/ Resort deals Tour packagesInterstate bus tickets Rent a carSouvenirs & Picture postcards

43

3%

1%

-2%

2%

-1%

5%

1%

-5%

0%

5%

Change from PQ

Mode of payment

• Usage of credit, debit and cash cards continue to increase, albeit only slowly

• Usage of cheque on delivery showed the most noticeable growth (+5%) over the

previous quarter

59%

25%

12%

4%

22%

13%

1%0%

10%

20%

30%

40%

50%

60%

Searched and booked

Current Quarter Credit card Debit cardDirect debit from the bank Cash CardCash on delivery Cheque on deliveryMobile gateways

44

-15%

13% 12% 13%

6%1%

-16%-20%

-10%

0%

10%

20%


34% 35%

20% 18% 15%

73%

52%

0%

20%

40%

60%

80%

All Users


• 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)

45

Media Preferences

46

TV Channels Searched Only(Current Quarter)

Change from PQ

Searched & Booked

(Current Quarter)

Change from

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

47

Newspapers Searched Only(Current Quarter)

Change from

PQ

Searched & Booked (Current

Quarter)

Change from 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

48

Magazines Searched Only(Current Quarter)

Change from

PQ


Quarter)

Change from

PQ

India Today 31% 12% 26% -5%

Outlook 6% 4% 9% 0%

The Week 3% 2% 9% 3%

Reader's Digest 1% 1% 4% -4%

Star Dust 7% 7% 3% 1%

Femina 7% -10% 3% 0%

Business Today 0% -9% 3% 0%

Sports Star 2% -1% 2% 1%

Women's Era 1% 1% 2% 2%

Business World 2% 2% 2% -1%

Most read magazine – Top 10

49

Radio Channel

Searched Only(Current Quarter)

Change from PQ


Quarter)

Change from 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

50

Emailing Websites


Change from

PQ


Quarter)

Change from 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

51

Online News Websites


Change from

PQ


Quarter)

Change from PQ

Ibnlive10% 8% 15% 8%

NDTV10% 1% 14% 0%

Yahoo20% 5% 12% 4%

Rediff12% -3% 9% -5%

Indiatimes8% -18% 7% -2%

Google12% 12% 6% 0%

Timesofindia2% -2% 5% 0%

BBC3% 0% 4% 1%

Sify7% 3% 3% -3%

Zeenews 0% 0% 2% 2%

Most used website for Online News – Top 10

Brand Salience and Perceptions

53

24%

29%27%

21%

28%26%

7% 7% 7%7%6% 6%

4% 3% 3%4%3% 3%

0%

10%

20%

30%


Current QuarterYatra Makemytrip 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

54

Top of mind ad recall – All BrandsTop of mind Ad Recall

Searched Only

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

Searched Only

Search & Booked

Only

All Users


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%

55

Source of ad recallSource of awareness Yatr

aMakemytr

ipIRCTC Travelgu

ruCleartrip

Base: All Users

Television 73% 65% 17% 70% 57%

Newspaper 20% 30% 32% 12% 37%

Magazine/Newsletter 9% 28% 25% 14% 15%

Radio 2% 4% 6% 22% 6%

Internet - Banner on a website 29% 50% 46% 29% 62%

Internet - Text link ad on a website

33% 33% 24% 33% 50%

Outdoor (hoarding, kiosk, bus panel, exhibition, etc)

1% 9% 9% 2% 3%

Can't recall where I saw the ad 2% 2% 17% 1% 0%

56

YatraTOM ad awareness: 27%

Source of awareness Current Quarter

Change from Previous 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%


1% 0%

Can't recall where I saw the ad 2% -1%

57

MakemytripTOM ad awareness: 26%



Base: All Users

Television 65% +7%

Newspaper 30% +5%

Magazine/Newsletter 28% +2%

Radio 4% 0%


Internet - Text link ad on a website 33% -1%


9% +3%

Can't recall where I saw the ad 2% 0%

58

IRCTCTOM ad awareness: 7%



Base: All Users

Television 17% -1%

Newspaper 32% +4%

Magazine/Newsletter 25% +5%

Radio 6% +2%




9% +3%

Can't recall where I saw the ad 17% +7%

59

TravelguruTOM ad awareness: 6%



Base: All Users

Television 70% +47%

Newspaper 12% -14%


Radio 22% +22%




2% -2%


60

CleartripTOM ad awareness: 3%



Base: All Users

Television 57% +28%

Newspaper 37% +4%


Radio 6% +6%

Internet - Banner on a website 62% +15%

Internet - Text link ad on a website 50% +32%


3% -3%


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%


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%)

62

Top of mind brand recall – All BrandsTop of mind Ad Recall

Searched Only

Search & Booked

Only

All Users


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%


Flightraja 0% 1% 1%

Top of mind Ad Recall

Searched Only

Search & Booked

Only

All Users


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%

63

Source of TOM brand recall

Source of awareness Makemytrip

Yatra IRCTC Travelguru

Cleartrip

Base: All Users

From an advertisement 58% 65% 33% 74% 59%

From a news story/article/feature 6% 7% 6% 10% 8%

From a relative/friend/colleague 14% 14% 29% 16% 40%

From a direct mailer/newsletter/sales call

5% 4% 8% 4% 6%

While searching for travel related info using a search engine

44% 28% 31% 17% 42%

From a link on another website 29% 28% 24% 24% 16%

From an exhibition/event 1% 3% 1% 2% 6%

Don't remember 3% 2% 8% 0% 0%

64

Makemytrip



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%


44% +2%

From a link on another website 29% +2%

From an exhibition/event 1% -2%

Don't remember 3% 0%

65

Yatra



Base: All Users

From an advertisement 65% +1%

From a news story/article/feature 7% 0%




28% -1%


From an exhibition/event 3% +2%


66

IRCTC



Base: All Users


From a news story/article/feature 6% +1%




31% 0%


From an exhibition/event 1% 0%

Don't remember 8% +1%

67

Travelguru



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%


17% -51%

From a link on another website 24% -41%

From an exhibition/event 2% -2%

Don't remember 0% -2%

68

Cleartrip



Base: All Users


From a news story/article/feature 8% -15%

From a relative/friend/colleague 40% +11%



42% +7%

From a link on another website 16% -12%

From an exhibition/event 6% +6%


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%


Current QuarterMakemytrip Yatra Travelguru IRCTC Cleartrip Indiatravels

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%


Current QuarterYatra IRCTC Makemytrip 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

71

Recall Levels IRCTCMakemytr

ipTravelguru

Yatra

Cleartrip

Aided brand awareness 68% 61% 44% 70% 41%

Spontaneous brand recall 23% 43% 23% 42% 13%

Top of mind brand recall 16% 26% 7% 23% 3%

Ratio of TOM brand recall to Aided brand awareness

0.24 0.43 0.16 0.33 0.07

Change from previous quarter

-0.05 -0.04 +0.05 +0.02 -0.03

Brand recall summary – All Users

• 43% of Makemytrip’s total brand recall is top of mind, while it is 33% for Yatra and 24% for IRCTC

• Compared to previous quarter, Travelguru and Yatra have improved their ratios marginally (+0.05

and 0.02)

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%


Current QuarterMakemytrip 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

Brand Perceptions

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)

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

Att

rib

ute

* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes

Brand Shares

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

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

79

Primary Consumer Shares – All Brands

Change

Current Quarter

Previous Quarter

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%

Change

Current Quarter

Previous Quarter

Brand Actual ShareActual Share

Indiatimes Travel -2% 1% 3%

Indiatravels -1% 1% 2%


Indian Airlines 0% 1% 1%

Ksrtc +1% 1% ( - )

Flightraja 0% 1% 0%

Prime travel +1% 1% ( - )

Travel 0% 1% 1%

Google 0% 1% 0%

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


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)

81

Reason for brand preferenceSource of awareness Makemytr

ipYatra IRCTC Travelgur

uCleartri

p

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, travel planning

57% 45% 36% 44% 32%

Most easy to use and find the right information quickly

61% 34% 49% 44% 55%

Most hassle free payment procedure 33% 26% 28% 29% 57%

Best security features to protect online transactions

26% 15% 25% 10% 25%

Highly responsive booking and after-booking service

30% 29% 32% 19% 29%

Nothing Specific / Don't know 7% 9% 15% 13% 8%

82

Makemytrip – reason for preference

Used in the last 3 months 38%

Preferred most 28%

Reason Current Quarter

Change from

Previous Quarter

Base: All Users

Highly appealing website design 40% -9%


53% -4%


64% +3%

Lowest fares/deals/offers 72% -3%


57% +9%


61% +10%

Most hassle free payment procedure 33% -6%


26% +2%


30% -3%

Nothing Specific / Don't know 7% 0%

83

Yatra – reason for preference


Preferred most 23%


Change from

Previous Quarter

Base: All Users



39% -1%


32% -18%

Lowest fares/deals/offers 63% +3%


45% +7%


34% -14%



15% -5%


29% 0%

Nothing Specific / Don't know9% +2%

84

IRCTC – reason for preference


Preferred most 16%


Change from

Previous Quarter

Base: All Users

Highly appealing website design 25% +8%


28% +9%


22% -7%



36% -6%


49% -4%



25% -5%


32% 0%

Nothing Specific / Don't know 15% -1%

85

Travelguru – reason for preference


Preferred most 7%


Change from

Previous Quarter

Base: All Users



26% -50%


34% +8%



44% -42%


44% +23%

Most hassle free payment procedure 29% +11%


10% -58%


19% +2%

Nothing Specific / Don't know 13% +8%

86

Cleartrip – reason for preference


Preferred most 4%



Base: All Users



50% +1%


62% -4%

Lowest fares/deals/offers 66% -2%


32% -21%


55% -11%

Most hassle free payment procedure 57% 0%


25% -10%


29% +2%

Nothing Specific / Don't know 8% -1%

87

Brand Performance Track

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

89

Brand Sustenance IndexChange 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, Yatra’s sustenance index compared to the previous quarter falls remarkably indicating increase in ad

dependency

* Other brands not included for insufficiency of sample size

90

Brand Sustenance Map

Brand Sustenance

Makemytrip Yatra

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

Top

of M

ind B

rand R

eca

ll

Less Sustainable

More Sustainable

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

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%

• IRCTC’s continues to leads the pack on brand persuasion

• Makemytrip & Travelguru have lost in persuasiveness

• Air Deccan’s persuasion index improved noticeably compared to the previous quarter. Rest of the brands

improve marginally


93

Brand Persuasion MapBrand 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

Like

lihoo

d o

f Buyi

ng

Less P ersuasive

More P ersuasive

94

Brand Pull*

Brand PullAbility of the brand to attract news consumers or consumers 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

95

Brand Pull 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

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

Swit

ch ins

to the B

rand

Gaining P ull

Losing P ull

Proportionately more switch-outs than switch-ins

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

98

Brand Loyalty 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

99

Brand Loyalty MapBrand Loyalty

80% 79% 77%

66% 64%

54%

0%

20%

40%

60%

80%

100%

Tra

velg

uru

Yatr

a

IRCTC

Cle

artr

ip

Mak

emyt

rip

Air

decc

an

Likely to Continue

(-2%) (+3%)(+15)

(+8%) (-9%)

(-10%)

100

Brand Momentux™

It is an index. The higher the better

Brand MomentuxTM

Your future market potential based on your current performance

Brand X Brand SpeedMass Accelerators

Current X Brand Persuasion factor,Users Brand Pull factor,

Brand Loyalty factor

101

Brand Momentux™




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, Makemytrip’s momentum continues to decelerate as in the last quarter, Yatra’s continues to accelerate as in

the last quarter

• Among other brands Travelguru and Cleartrip ‘accelerate’, while IRCTC and Airdeccan ‘decelerate’ in their brand

momentums

102

Brand Momentux™ Map

Brand Momentum

Spicejet IndiatravelsIndiatimes travelThomascook Airdeccan

Cleartrip

Travelguru

IRCTCYatra

Makemytrip

2.0

2.5

3.0

2.0 2.5 3.0Brand Speed

Bra

nd M

ass

Mass Driven Size

Speed Driven

103

Current Quarter vis-à-vis Previous Quarter

BrandBrand Mass

Brand Persuasion

Brand Pull Brand Loyalty

Brand Momentux

Yatra

Makemytrip

IRCTC

Travelguru

Cleartrip

Airdeccan

Brand Momentux™ Summary

Improved Deteriorated No/Insignificant change

104

Estimated Primary Consumer SharesBrand Previous

QuarterActual Share

Current Quarter Actual

Share

Next Quarter Estimated

Share

Expected Change

Makemytrip 24% 28% 24% -4%

Yatra 19% 23% 26% +3%

IRCTC 19% 16% 20% +4%

Travelguru 4% 7% 8% +1%

Cleartrip 4% 4% 4% 0%

Airdeccan 3% 2% 2% 0%

Thomascook 1% 2% 1% -1%

Indiatimes Travel 3% 1% 1% 0%

Indiatravels 2% 1% 1% 0%

Spicejet 1% 1% 1% 0%

Yahoo Travel 1% 2% 1% +1%

Others 18% 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

Thank You!

online travel brand track july 2007 final

Business

brand brand loyalty

brand brand pull

ratio of brand

preferred brand

brand sustenance

brand preferences

brand track sample

mind brand recall