Case Study and Sample Slides Domestic Traveler Products/Services
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Domestic Traveler Products/Services Client • The client was a leading travel research agency publishing strategic reports for the global travel and tourism industry with a focus on travel distribution, consumer behavior, marketing and technology developments
Client Ask • The client mandated SGS to survey urban travelers across India to uncover some of the key trends highlighting the online travel behavior of these travelers • The key objective of the study was to identify online transaction preferences of domestic travelers for hotel bookings, packaged tour bookings, ticket bookings, and other services
Sutherland’s Solution • A structured questionnaire was prepared in consultation with the client, which was predominantly close-ended with scaled criteria or multiple-choices • It was proposed to survey over 1,100 urban travelers between the ages of 20 and 70, with incomes ranging from INR100,000 to INR10,00,000+ • SGS outsourced fieldwork to third party, which was further collated to facilitate data analysis. The data was analyzed using plain cross tabulations to derive graphs/statistical analysis
• Benefits to the Client • The survey unraveled preferences of urban travelers for making online transactions and suggests some fundamental areas that travel companies could address, to ultimately improve their competitive edge and take their online distribution and e-marketing strategies to the next level • Key findings included: 1) Airline tickets consisted majority of the offline and online booking patterns due to decrease in air fares; 2) Customer remained price sensitive for hotel bookings & packaged tours; and 3) Security remained a concern to the consumers for online transactions
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Demographics of the Sample Age-wise breakup of the surveyed population
Income breakup of the surveyed population 20.2%
11.8%
34.7%
29.8%
8.6%
25.5%
4.7% 32.9%
< 25 Years
26-35
36-50
1.1%
30.7% No Income 5,00,000-7,50,000
> 50 Yers
Occupation of surveyed population
1,00,000-2,50,000 7,50,000-10,00,000
2,50,000-5,00,000 > 10,00,000
Travel purpose breakup of respondents
4.6% 6.5%
10.8%
34.2%
12.2% 10.1% 50.5% 3.4%
26.2% 41.6% Service
Business/ Entrepreneur
Student
Housewife
Other
Business
Holidays
Visiting Friends and Relatives
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Pilgrimage
Others
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Key Outcomes (1/2) First Point of Research 19.0%
Planning and Buying a Holiday 34.7%
23.7%
20.2% 7.2% 8.6% 11.3%
30.7%
20.3%
Street Travel Agent - Phone 18.4% Online Travel Agent Website Others/ No Response
Street Travel Agent - Walk-in Supplier Website
Frequency of Leisure Travel
1.1%
Research and Book Online Research Offline and Book Online No Response
Research Online and Book Offline Research and Book Offline
Hotel Selection Preferences – Customers Remain Price Sensitive
20% Quality of Website 28%
15.7%
Star Rating
7% 2% 1%
22.0%
In-house Amenities
24.5%
Customer Reviews
27.5%
Availability of Food and Choice
34.0%
Friends Recommendations
38.4%
Distance from Tourist Spots 42% Yearly Monthly
Half Yearly Fortnightly
40.7%
Cost Quarterly Didn’t Answer
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57.5%
0%
20%
40%
60%
80%
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Key Outcomes (2/2) Internet Usage Behavior: 35% of Respondents Made Online Travel Transaction 80% of respondents had access to internet (either through home, office or cybercafe)
80%
Factors Affecting Booking of Travel Products - Pricing Seems Most Important Consumer Reviews
33%
Travel Agent Brand 56%
Out of those who had access, only 56% made any online transaction (at least one)
80%
24%
Brand of Supplier
30%
Rank 1
80%
6% 40%
60% 40%
20% 0%
3% 24%
41%
20%
40%
Rank 2
20% 60% Rank 3
80% Rank 4
8% 100% Rank 5
6% 34% 19% 32%
37%
13%
8% 9%
26%
16% 11%
Car
Railways
Packaged Tours
Street Travel Agent Supplier Online
17%
Breakup of Payment Habits
34%
NA Online Travel Agent
24%
66% 0%
Booking Preferences
16%
33%
Price of Product Out of those who have made online transactions, 80% made at least one online travel transaction
100%
35%
Of the 80% people who have online transaction facility, about 53% have actually used online mode of performing any transaction
53% 81%
Supplier Offline
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Any Online Payment Facility No Facility Actually Performed Transaction
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Proposed KPIs, Target & Consolidated Scores Calculation Service Metrics
Attendance
Average Call Handling Time (mints)
Weightage
5%
15%
20%
1 Unsatisfactory
80%
13 mts
70%
2 Needs Improvement
85%
11 mts
3 Satisfactory/ Meets Performance
90%
4 Above Average 5 Outstanding
Quality Matrices
First Call Schedule of Resolution/ Availability/Devi Issue Resolution Not Ready Time ation Time
Points Quality of Call
Accuracy
5%
20%
20%
35%
50%
74%
70.0%
(10.00)
78%
30%
30%
80.5%
77.5%
(5.00)
9 mts
85%
25%
10%
87%
85%
0.00
95%
7 mts
92.5%
20.0%
-10.0%
93.5%
92.5%
5.00
100%
5 mts
100%
15%
-30%
100%
100%
10.00
Person 1
87%
12.53
79%
40.00%
8%
70%
65%
Person 2
90%
9.00
85%
25%
10%
87%
85%
Person 3
92%
9.73
94%
13%
-40%
92.10%
79%
Person 4
98%
5.00
87%
20%
-12%
97.50%
86.50%
Person 1
(3.0)
(8.8)
(4.0)
(10.0)
0.5
(10.0)
(10.0)
(7.75)
Person 2
-
-
-
-
-
-
-
0.00
Person 3
2.0
(1.8)
6.0
10.0
10.0
3.9
(4.0)
3.01
Person 4
8.0
10.0
1.3
5.1
5.5
8.1
1.0
5.02
KPIs
15% Target
Example Scores
Points Allocated
•
The scores for each KPI are limited to –ve 10 and +ve 10. Even if a person performs better than the ‘outstanding’ score, he/she would get rewarded a max of 10 points (Ex: Person 3 has achieved a not-ready time of 13%. However, he would get a score of 10 and not above 10)
•
Notice: Person 2’s scores match with the rating of 3 (meets or satisfactory performance) and hence, he has 0 points
Source: Sutherland Research
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Thank You
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