industry project - part 1 - rajkamal mazumdar · 2019-01-20 · cleartrip and yatra were fourth and...

Industry Project - Part 1

By

Rajkamal Mazumdar ([email protected])

Gaurav Shrivastava([email protected])

Vinit Shukla([email protected])

Submission Date: 02-Jan-2019

mailto:[email protected]



© Copyright 2019. UpGrad Education Pvt. Ltd. All rights reserved

Table of Contents Introduction to Goibibo: ................................................................................................................................................... 4

Management Team of Goibibo: ........................................................................................................................................ 4

Online Travel Market In India: .......................................................................................................................................... 5

Porter’s Five Factor Analysis: ............................................................................................................................................ 6

Threat of New Entrants: ................................................................................................................................................ 6

Bargaining Power of Suppliers ...................................................................................................................................... 6

Threat of Substitutes ..................................................................................................................................................... 6

Competitive Rivalry within the Industry ....................................................................................................................... 6

Bargaining Power of Buyers .......................................................................................................................................... 6

Competitive Analysis: ........................................................................................................................................................ 6

Competitor Identification: ............................................................................................................................................ 6

Direct competitors: ................................................................................................................................................... 6

Indirect competitors or Substitutes: ......................................................................................................................... 6

Background Analysis: .................................................................................................................................................... 7

Business Model Analysis: .............................................................................................................................................. 7

SWOT Analysis: ............................................................................................................................................................. 8

Product Analysis: ......................................................................................................................................................... 10

Target Market and Target Users ................................................................................................................................. 11

User Research: ................................................................................................................................................................ 12

Objectives: .................................................................................................................................................................. 12

Hypothesis: ................................................................................................................................................................. 12

User Research Methods: Survey: ................................................................................................................................ 12

Computation of Sample Size: .................................................................................................................................. 12

Survey Link: ............................................................................................................................................................. 14

Resulting statistics from the survey: ....................................................................................................................... 14

Insights .................................................................................................................................................................... 14

Inferences................................................................................................................................................................ 15

Features to be included: ................................................................................................................................................. 15

Initial Sketches: ............................................................................................................................................................... 16

Feedback from usability testing for sketches ............................................................................................................. 16

Revised Sketches: ............................................................................................................................................................ 17

Wireframe: ...................................................................................................................................................................... 18

Wireframe link ............................................................................................................................................................ 19

Screen 1: Search Hotels Page ...................................................................................................................................... 19

Screen 2: Search Hotel Page with Hourly Stay ON ...................................................................................................... 20

Screen 3: Search Result with Exact Match .................................................................................................................. 21


Screen 4: Search Result with Flexible Match .............................................................................................................. 22

Prototype: ....................................................................................................................................................................... 23

Appendix I: ...................................................................................................................................................................... 23

Survey Results ............................................................................................................................................................. 23

References ...................................................................................................................................................................... 29


Introduction to Goibibo:

Goibibo.com is part of Ibibo Group. Ibibo started as a social networking service in 2007 by Ashish Kashyap

and later pivoted to become an e-commerce and travel organization. In 2009 Goibibo.com was launched. In

January 2017, MakeMyTrip and ibibo Group, agreed to merge to form the country’s biggest online travel

company. The Ibibo group is a subsidiary of MakeMyTrip Limited, Mauritius which owns an 100% stake in

Ibibo Group. Goibibo is India's No. 1 online Bus ticketing platform, redBus.in and recently launched

carpooling app, "ibibo Ryde".

The group companies enable consumers to buy air, hotels, holidays, and bus tickets via mobile and desktop.

The group owns:

• Goibibo.com, a B2C online travel aggregator

• redBus.in, an online bus ticketing platform

• travelboutiqueonline.com, a B2B online travel platform

• ibibo Ryde, a new carpooling app.

Management Team of Goibibo:

Sanjay Bhasin Co-Founder & Chief Operating Officer, Goibibo

Vikalp Sahni Co-Founder & Chief Technology Officer, Goibibo


Parikshit Choudhry Chief Business Officer – Domestic Hotel Supply

Online Travel Market In India:

India, which has the second fastest growing economy in the world after China in terms of GDP, has become

a popular business market for online tourism and travel. The country also having the third largest number of

internet users after China and U.S, has started using online booking of travel plans more frequently due to

its convenience. The e-travel industry contributes to a majority of 88% growth of the Indian e-commerce

industry.

The primary market drivers are the increased spending power of the people, growing internet and credit

card penetration, governmental initiative to spread tourism, emergence of new online segments and the

much-anticipated growth in civil aviation market. The major short-term restraints in the upcoming trends

are the low operating margins and the non-reliability of offline partners. Other factors that require attention

are the limited penetration of the service to the urban areas, payment processing issues, cultural barriers

and lack of customer willingness, poor industry practices and insufficient tech infrastructure.

The market that can be segmented on the basis of the service offered as Airline and Railway ticketing,

accommodation and hotel reservation, organized tour packages and car rentals, has sufficient opportunities

in the domain of mobile platform, seamless merging of online and offline facilities, shift to non-air travel

segments, scope in medical and travel tourism and the exploitation of social media for its services and

promotion.

MakeMyTrip and GoIbibo have emerged as market leaders in the online travel category, capturing 31% and

27.4% market share, respectively, as on July 2017, as per a research report by Kalagato. Homegrown ticket

booking platform IRCTC followed in the third spot with 22.9% market share on the back of app installations.

Cleartrip and Yatra were fourth and fifth, respectively, with 9.6% and 7.3% market share. MakeMyTrip

acquired GoIbibo in an all-stock deal, which was cleared in January 2017. Traditionally, MakeMyTrip has been

a strong player in the flight booking space and GoIbibo has been leading the hotel-booking space. With both

joining forces, the merged entity gets a sizeable chunk of the market at 58%.

IRCTC, online services portal of Indian Railways, garnered 22.9% market share ahead of players like Cleartrip

and Yatra. Given the scale and the user base of IRCTC, it has an edge over other travel portals and its reach

in Tier II and Tier III towns gives it larger traction from such areas.

Internet-focused travel aggregators Cleartrip and Yatra were far behind in the race with single-digit market

share. In September, Yatra raised Rs 100 crore in venture debt from Innoven Capital to aid its further growth.

To expand reach in corporate travel bookings, Yatra acquired Air Travel Bureau in July 2017. Alibaba-backed

Paytm is also looking at entering the travel market by acquiring travel booking platform Via.com. The new

acquisition is expected to give Paytm enough leverage to take on larger players, such as MakeMyTrip, OYO

or Cleartrip.


Porter’s Five Factor Analysis:

Threat of New Entrants: High: In this online travel industry the entry is not expensive as it involves creating a new and appealing website.

Bargaining Power of Suppliers: Medium: Suppliers (Airlines, Hotel or Bus Operators) are using the website’s services to reduce their inventory but have many outlets to do so considering the level of competition within this industry. Suppliers can bargain payment terms and access to inventory with each online travel outlet and has to ability to withdraw from contacts if they do not see a positive result on their end.

Threat of Substitutes: Low: The threat of substitute is low as the other high end offline options are very expensive and the other offline cheap once do not provide good\professional experience.

Competitive Rivalry within the Industry: High: There are many players in the market. Both domestic and international players have good funding as the potential in the market is good. Many competitors give huge discount to attract more users.

Bargaining Power of Buyers: High: Customers have high bargaining power because of presence on many players. Most of the customers are trying to put a travel package together for the least expensive price possible. Customers compare the prices on two or more website before doing the booking. With the presence of comparison services like Trivago, Skyscanner, etc its easy for customers to find the best price.

Competitive Analysis:

Competitor Identification:

Direct competitors:

1. MakeMyTrip.com

2. Cleartrip.com

3. Yatra.com

4. Irctc.co.in

5. Expedia.co.in

6. Tripadvisor.in

Indirect competitors or Substitutes:

1. Offline Booking agents, like Cox and Kings, Thomas Cook, etc.

2. Direct booking from Airlines website

3. Direct booking from Hotels website


Background Analysis:

Parameter

Founders Ashish Kashyap Deep Kalra Dhruv Shringi,

Sabina Chopra,

Manish Amin

Stuart Crighton

Hrush Bhatt

Ministry of

Railways, Govt

of India

Headquarter Gurgaon,

Haryana, India

Gurugram,

Haryana, India

Gurugram, Haryana,

India

Mumbai, India New Delhi,

India

Launch Year 2007 2000 2006 2006 1999

Revenue USD 85 Million USD 675.26 Million USD 28.3 million USD 39 million USD 210 Million

Market

Share

27.4% 31% 7.3% 9.6% 22.9%

Number of

Employee

1,129 3,051 3,391 1,000 591

Business Model Analysis:

Their main source of income for Online Travel Market comes from the below:

1) Airline Commission

2) Hotel Commission

3) Bus Commission

4) Service/Convenience Fee

5) Service Fee while cancelling a ticket

6) Good profit margins on Holiday Packages

7) Service fee on Car/Bus/Train booking

8) Commission in travel insurance and International Sim Card

9) Ancillary revenue channels like Ads in website, revenue from franchisee, commission on currency

selling etc


SWOT Analysis:

SWOT Analysis for Goibibo

Strengths

1. Goibibo has its biggest strength of air travel booking as it has the lowest ticket over all the ecommerce platforms of travel booking.

2. Goibibo offers a variety of products under its name and ha diverse portfolio. 3. It has made travel booking easier and simpler across different platforms 4. Goibibo provides best deal to its customers. 5. Fast and easy refund and service for all the product line. 6. Recently acquired RedBus.in, providing it a competitive advantage over

others. 7. All the transactions are secured by PayU, the payment gateway.

Weaknesses 1. Unable to attract customer who are not internet savvy

Opportunities

1. Leverage from Redbus acquisition 2. Leverage collaboration with MakeMyTrip 3. Offer more options for payments 4. Indian are now open to new ideas and willing to experiment 5. Indian government is encouraging tourism 6. Market leader in India

Threats

1. There may be a possible lack of co-ordination with tourism entities. 2. Too many players in online booking area 3. Recently few cities hotelier association stopped taking bookings from

Goibibo and MakeMyTrip

SWOT Analysis for MakeMyTrip

Strengths

1. One of the earliest market entrants 2. Presence in the international business scenario 3. Secure and trusted channel for facilitating payments 4. Attractive brand name and convenient website navigation 5. It offers services like International and Domestic Air Tickets, Holiday

Packages and Hotels, Domestic Bus and Rail Tickets, Private Car and Taxi Rentals, B2B and Affiliate Services

Weaknesses 1. General Reluctance in customers to use internet for financial transactions

like booking tickets online 2.


Opportunities

1. Customers currently using traditional methods of bookings. 2. Offer better travel packages in line with customer expectation. 3. Untapped sections of international tourism market. 4. Indian government is encouraging tourism. 7. Retaining Market leader position in India. 8. Can leverage collaboration with Goibibo

Threats

1. There may be a possible lack of co-ordination with tourism entities. 2. Too many players in online booking area 3. Recently few cities hotelier association stopped taking bookings from

Goibibo and MakeMyTrip

SWOT Analysis for Yatra.com

Strengths

1. Partnerships with reputed and renowned companies. 2. Presence in the international business scenario. 3. Secure and trusted channel for facilitating payments. 4. Provides maximum options in budget hotels, targeting middle class 5. Provides reservation facility for more than 3,800 hotels across 300 cities in

India and over 90,000 hotels around the world 6. Salman Khan as Brand Endorser/ Ambassador

Weaknesses 1. Unable to attract customers who are not internet savvy 2. Reluctance in customers to avail bookings through online payments

Opportunities 1. Customers currently using traditional methods of bookings. 2. Offer better travel packages in line with customer expectation. 3. Untapped sections of international tourism market

Threats 1. Present competitors having substantial market share. 2. Newly emerging online booking portals with better offerings

SWOT Analysis for Cleartrip.com

Strengths

1. Simple Interface and processes 2. Presence in the international business scenario 3. Good customer support for customers 4. Highly Customer oriented 5. Tie-ups with airlines, corporates and hotel chains


Weaknesses

1. Unable to attract customers who are not internet savvy 2. Reluctance in customers to avail bookings through online payments 3. Cases of Unsatisfactory customer service in terms of addressing issues 4. Lot of feedback about unresolved customer issues.

Opportunities

4. Customers currently using traditional methods of bookings. 5. Offer better travel packages in line with customer expectation.

Untapped sections of international tourism market

Threats 3. Present competitors having substantial market share. 4. Newly emerging online booking portals with better offerings

Product Analysis:

Products


Events and

Attraction

Tickets

Target Market and Target Users

Currently only Goibibo.com and Yatra.com are offering microstay services. The target market for this

service is the religious visitors and transit visitors.

Indian Population 1.3 billion

Percent of Urban population: 30%

Percent of urban population comfortable with internet and e-payment: 60%

Percent of urban population doing pilgrimage in a year: ~10%

Percent of urban population transiting at Train Stations and Bus Stations: 30%

Percent of Rural population: 70%

Percent of rural population comfortable with internet and e-payment: 5%

Percent of urban population doing pilgrimage in a year: ~20%


Percent of urban population transiting at Train Stations and Bus Stations: 10%

Target Urban market = 1.3 billion x 0.3 x 0.6 x (0.1 + 0.3) = 93.6 million

Target Rural market = 1.3 billion x 0.7x 0.05 x (0.2 + 0.1) = 19.5 million

Total Target market = 113.1 million.

User Research:

Objectives: To understand the factors affecting the hotel booking decisions of Indian customers, who travel for short duration.

Hypothesis: Hypothesis 1 – Indian people are comfortable in booking a hotel for longer duration

Hypothesis 2 – People will opt for a hotel if price quoted is attractive than others

Hypothesis 3 – People will opt for a hotel if the price is quoted on an hourly basis

Hypothesis 4 - People will like to have an option for hourly rates

Hypothesis 5 - People will like to have an option for 3hrs, 6hrs, 12hrs rates

Hypothesis 6 – People will like to opt for hourly accommodation at religious places

Hypothesis 7 – People will like to opt for hourly accommodation near transit stations(bus\rail)

User Research Methods: Survey:

Computation of Sample Size:

Population size calculation is done using Facebook Ads. It is an excellent tool as it helps to identify the

potential reach of the product, based on different variables and assumptions.

Target audience – Our target audience include business travelers, couples, travelers, students, and transit

travelers living in tier- 1 cities (Bangalore, Chennai, Delhi, Mumbai, Hyderabad, Kolkata and Pune) and tier

– 2 cities (Agra, Lucknow, Jaipur, Chandigarh, and Nagpur) who fall between 20 – 50 yrs.


Locations:

Age: 20-50 Yrs

Audience Size:

Sample Size calculations

Sample size has been calculated using a tool by SurveyMonkey


Potential audience – 77,000,000

Confidence level – 95%

Margin of error – 10%

Sample Size – 97

Assuming a response rate of 10%,

970 people should be surveyed

Survey Link:

Survey link - https://goo.gl/forms/QME2q2edsFMOJTyC2

Channels used to request for feedback: E-mail, WhatsApp, Facebook Messenger, Hike

Resulting statistics from the survey:

• 77.4% of the respondents fell in 31-40 age bracket

• 81.1% of the respondents are married

• 45.3% of the respondents are from Bengaluru

• 58.5% of the respondents work in the Information Technology sector

• 41.5% of the respondents earn between 51,000-70,000

• 53.8% of the respondents prefer android over another operating system

• 77.4% of the respondents prefer a mobile app to book hotels

• 54.7% of the respondents travel 4-7 times in a year

• 49.1% of the respondents primarily travel for in-country vacation

• 56.6% of the respondents travel for 3-5 days in a trip

• 94.3% of the respondents prefer to book hotel for few hours

• 60.4% of the respondents prefer hourly billing system

• 43.4% of the respondents prefer hourly booking system when they are traveling to a religious place

• 92.5% of the respondents specify the check-in time at the time of booking

• 92.5% of the respondents consider low price as the most important factor that influences them to book

a hotel

Insights

• Demographics- Through the survey results, we found that 77.4% of people aged between 31-40 from

tier-1 cities such as Bengaluru and Delhi are interested in microstays, which is the key demographic

that Goibibo should target. Goibibo should also target married people between the same age bracket

as most have children and parents who travel frequently for entrance exams, religious tours, business

tours, and in-country vacation

• User pain points- Through survey results, we infer that most respondents are uncomfortable with the

24-hour billing system when they are traveling for short trips that last for 3-5 days.

• Motivations- Survey results show that low price, ease of signing in and out, and price comparison are

the most important considerations for a user in choosing a hotel. The app is expected to provide price

comparisons between various hotels according to location, price, and should also display hotels with

quick check-in and check-out options.

https://goo.gl/forms/QME2q2edsFMOJTyC2


• Goals- Most people travel for 4-7 times a year, for 3-5 days. Flexible booking system, offering 3hrs,

6hrs, 12hrs, and hourly rates seems to take the precedence.

Inferences

• The application should be targeted towards providing a better experience in smartphones, as most

users use on android device and prefer to book a hotel from an app.

• The app should offer filtering on the basis of price, quick check-in and check-out, and location. To

retain customers, it should also provide features such as daily offers, loyalty program, and referral

system

• The app should offer a time-line showing dynamic pricing for selected travel time frame

Features to be included: • Microstay is stay option of less than 24 hours. Over 90% people said that they want hourly booking

facility. So we will add a Microstay option in our hotel search page.

• Users prefer Microstay options when they go for religious trips or have a short layover when travelling

• 60% of users wanted the option for hourly booking instead of slots of 3hrs, 6hrs. So we will let the user

specify the duration in hours and provide them with hourly rate.

• 92.5% user want to specify their desired checkin time for Microstay. So, we will provide an option to

specify the checkin time at the time of booking.

• 77% of customers are using mobile to carry out hotel bookings, which means maximum customers

prefer the mobile as a medium. Hence, we have designed our sketches and wireframe also for the

mobile experience.

• 43% users who need Microstay want to use it at religious location. We will start discussion with hotels

in religious places if they can support Microstay or hourly rate booking. Our next target should be

hotels near transit points.


Initial Sketches:

Only three screens are shown, as other screens of login and payment will not be changed.

• In the regular hotel booking flow, user can now see the Microstay option as a checkbox. If user selects this

option then the options to fill checkin time and duration is shown, this is represented in screen 2 above.

• User could select the Check-in time slot (12pm or 6pm) and select the number of hours, number of rooms

required and number of guests.

• User sees a shortlist of hotels offering Microstays based on the parameters that (s)he input.

• User selects the hotel of choice and completes the booking process as usual.

Feedback from usability testing for sketches • The test showed that users do not understand the term “Micro Stay” and hence the button name is changed to

“Hourly Booking” that is more intuitive.

• Users prefer to put in their own check-in time, rather than having pre-populated check-in times to choose from.

Hence the check-in time feature is now a drop down box with an hourly intervals.

• There is a subset of users that would like to see options of not just the time that they have input in the initial

screen but also what other hotel and price options they could get by tweaking their check-in time. To cater to

this subset of users, we have included a “Flexible” Tab. This way the GoIbibo screen will show alternate options

to the customer as well.

• Users were interested to see the full day rate along with the selected time slot rate for the hotel. Introduced a

section that would display the full day rate and will also show how much money user would save by using

GoIbibo`s hourly stay option.


Revised Sketches: After performing the usability testing the sketches of the screens were revised. The details of the changes

are mentioned below the images.


Wireframe: The layout of the screen is inspired from GoIbibo’s current hotel search screen. An additional “Hourly

Booking” button has been added to the current hotel search screen. If the “Hourly Booking” button is not

selected, then the user is taken on the existing regular GoIbibo hotel booking journey.

Once the “Hourly Booking” button is selected, the next screen shows check-in date and allows customers

to input the targeted check-in time and the number of hours of stay that they need. This screen retains a

single date for check-in and checkout as part of the Micro Stay journey. If a user wants to see options apart

from the check-in time specified (s)he can select the “Flexible” Tab in the search results screen. This will

give the users not just exact hotel matches as per the check-in time and number of hours mentioned but

will also provide close alternatives that might be attractive to the users.

The user also gets to see the full day rate of the hotel and how much he would save by using Goibibo`s

hourly stay option.

Once a user selects the hotel of his/her choice and clicks on book now, the user flow is the standard

invoicing and payment process that GoIbibo has. The Terms & Conditions page for this payment process

will cover any booking, cancellation and payment related scenarios that are relevant to microstays and any

hotel specific T&Cs.


Wireframe link

Wireframe is created using the final version of sketch and by using Mock flow web tool.

https://wireframepro.mockflow.com/view/M903d68870afbdb0e344b1310cd47eb2c1546193738718#/pag

e/D6b17fca7b6dab23db70749d9266b2192

Detailed description of the flow of screens, navigation and layout is explained below

Screen 1: Search Hotels Page

Once user login to Goibibo account and selects Hotel booking option, Screen 1 will be displayed. On this

page, the user can select following :

• India or International – User will select the option based on where (s)he would prefer to book hotel.

• Predictive text field – Either user can select current location by clicking option or manually enter

the location. The text field would be predictive so that user gets suggestions while filling this field.

• Hourly stay Check box – User can tick this option if they are looking for hourly stay options. If user does

not select this option, then user will continue for booking as per Goibibo`s current booking process.

However, if user selects this option then the user gets transitioned to screen 2.

https://wireframepro.mockflow.com/view/M903d68870afbdb0e344b1310cd47eb2c1546193738718#/page/D6b17fca7b6dab23db70749d9266b2192

https://wireframepro.mockflow.com/view/M903d68870afbdb0e344b1310cd47eb2c1546193738718#/page/D6b17fca7b6dab23db70749d9266b2192


Screen 2: Search Hotel Page with Hourly Stay ON

On Screen 2 user will continue to fill following pending details which are according to hourly stay

option –

• Check-in date – User will select the check-in date using calendar or can manually fill the date.

• Check-in time – User will select the check-in time slot using the drop-down list.

• Number of Hours – User will select the number of hours/duration using the drop-down list, for

which (s)he wishes to book the hotel for.

• Rooms – User selects the required number of rooms

• Guests – User selects the number of guests

• Search – This button is to search for hotel options for the details filled by user. Once user clicks

this button (s)he will be transitioned to Screen 3.


Screen 3: Search Result with Exact Match

Screen 3 displays the search result. Details of the page are stated below –

• Top Section –

o Back button to go to the previous screen.

o Top section also displays the search criteria used by the user for which the result is

displayed. This section shows that user has selected Shirdi as desired destination, check in

date – Jan 1, no of guests – 2, Duration of stay – 4 hrs, Check-in time – 10am

• Second section -

o Exact Match – This tab displays hotel option matching exact user preferences.

o This section displays the hotel options with -

▪ Hotel image,

▪ Hotel ratings,

▪ Hotel name,

▪ Area/locality,

▪ Reviews

▪ Price for selected day and duration


▪ Book now button – Once user clicks this button then (s)he gets transitioned to room

selection and payment options to complete the booking. This follows the current

goibibo`s booking process.

▪ The section below the book now button displays what is the actual booking rate for

full day and how much user saves using hourly stay option.

o Flexible Tab – If user is not getting the required hotel options then (s)he can explore flexible

option. On selecting this option user gets transitioned to Screen 4.

Screen 4: Search Result with Flexible Match

Screen 4 displays other hotel options which are not exact but close to user preferred time

slots which are available in other hotels. It follows similar layout as screen 3 with only 1

additional element –

▪ Available slot – User can select the hotel`s available time slot from the drop-down

list.


Prototype:

https://mockingbot.in/app/kRFaIxw79mLSBYSLLrmQ6bsVAUwfvqV

https://www.dropbox.com/s/0qrmibv8vi8np6s/MicroStayPrototype.gif?dl=0

Appendix I:

Survey Results Q1.

Q2.

Q3.

https://mockingbot.in/app/kRFaIxw79mLSBYSLLrmQ6bsVAUwfvqV

https://www.dropbox.com/s/0qrmibv8vi8np6s/MicroStayPrototype.gif?dl=0


Q4.

Q5.

Q6.


Q7.

Q8.

Q9.


Q10.

Q11.

Q12.

Q13.


Q14.

Q15.


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https://techcircle.vccircle.com/2018/03/30/mounting-losses-in-india-spur-cleartrip-focus-on-global-markets

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https://tech.goibibo.com/hourly-booking-stay-short-pay-short-b802ed9613af

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https://www.medianama.com/2018/10/223-yatra-launches-hourly-hotel-bookings-flexi-stay/

https://tech.goibibo.com/hourly-booking-stay-short-pay-short-b802ed9613af


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industry project - part 1 - rajkamal mazumdar · 2019-01-20 · cleartrip and yatra were fourth and...

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