Brand Track Report - Online Travel July 2007

Brand Track Study: Online Travel
July 2007
Prepared by: JuxtConsult, New Delhi

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

2
Methodology
• 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

3
Methodology
Special 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.
4
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)
5
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)
6
Toplines
7
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
8
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
9
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
10
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
11
Usage Status
12
Online Travel Usage – Current Status
Online Travel Users* * 58% of all regular internet users in
urban India (Source: India Online 2007)
100%
Active Users - last 3 months

97%
Searched Only Searched and Booked

26% 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 13
quarter. Till last quarter, the user base in the brand track study reflected only SEC ‘A’, ‘B’ and ‘C’.
Online Travel Product Usage - All
Bookers Searchers
71% of all Travel users 26% of all Travel users
Train/Air Tickets - 87% (-11%) Hotels - 40% (+8%) Train/Air Tickets - 70% (+2%) Hotels - 55% (-9%)
Train/Air
Train/Air Hotel Only Tickets Only Hotel Only
Tickets Only 16% (-) 4% (+3%) 7% (+1%) 3% (-4%)
18% (+6%)
48% (-13%)
18% (+4%) 33% (+6%)
12% (+1%) 12% (-13%)
5% (-2%) 2% (+2%)
Tour Package Only Tour Package Only

2% (+1%) 8% (-8%)
Tour Packages - 27% (+5%) Tour Packages - 65% (-14%)
• 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%) 14
Online Travel Product Usage – Ticketing
Ticket Bookers Ticket Searchers
87% of all bookers 70% of all searchers
Train Tickets - 69% (-16%) Air Tickets - 60% (-15%) Train Tickets - 58% (-3%) Air Tickets - 51% (-12%)
Train Tickets Both Train Air Tickets Train Tickets Both Train Air Tickets
Only and Air Only Only and Air Only
21% (-4%) Tickets 12% (-3%) 13% (-20%) Tickets 6% (-33%)
48% (-12%) 45% (+17%)
• Among bookers, the decline is reflected almost equally in both train and air tickets (-16% and -15%)
15
• Among searchers, the decline in usage is significant mainly for air tickets (-12%)
Online Travel User Profile
16
Demographic distribution
Gender
Current Quarter Male Female
100%
86% 83% 84%
80%
60%
40%
14% 17% 16%

20%
0%
Searched only Searched and booked All Users
Change from PQ
20%
10% 14% 9% 12%
0%
-10%
-20% -9% -12%
-14%
• As a result of new weights and inclusion of SEC ‘D’ and ‘E’, the gender equation of all travel users swings
significantly towards males
17
Age
Current Quarter
13-18 yrs 19-24 yrs 25-35 yrs 36-45 yrs Above 45 yrs
40% 38%
37% 36%
34% 34%
31%
20% 17%
12% 13%
10% 10%
8% 8% 6%
5%
0%
Change from PQ
20% 13% 11%

9% 6% 8%
10% 4%
0%
0%
-10% -5% -3% -2%
-8% -10% -8% -5%
-20% -10%
• 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 18
• The shift is higher among the searchers as they usually show younger age profile compared to bookers
Occupation
Current Quarter Salaried Junior Salaried Middle/Junior
Business/Self employed Others
80%
62%
60% 57%
53%
40%
24% 24% 24%

20% 17%
13%
7% 7% 7% 7%
0%
Change from PQ
26%
30%
9% 11%
10%
-10% -1% -1% -2%

-5% -7% -6% -3%
-10%-11%
-30%
• The proportion of ‘other’ occupational groups goes up noticeably, more so among the searchers
19
Marital status
Current Quarter Unmarried
Married without children
Married with children
Divorced/widow without children
Divorced/widow with children
80%
69%
61%
60% 56%
40%
31%
27%
23%
20% 12%
8% 10%
0% 1% 1% 1% 0% 1%
0%
Change from PQ
20%
15%
9%
10% 7%
0% 0% 0%
0%
-1% -1% 0% -1% 0%
-10% -7% -7% -7% -9%
• In line with the age profile, proportion of online travel users who are ‘unmarried’ has increased noticeably
20
Geographic distribution
City type
Current Quarter Metro Urban uptowns Emerging Towns Others
60%
49% 50%
41% 40%
40%
32% 34%
20%
12% 11%
9% 11% 7%
6%
0%
Change from PQ
35% 31%
40% 27%
20%
0%
-2% -2% -5% -5%
-20% -7%
-17% -17% -20% -19%
-40%
• The proportion of online travel users from the smaller ‘other’ city-markets move up
significantly 21
• Expectedly, their proportion moves up more significantly among ‘searchers’ than ‘buyers’
Geographic distribution
Top 10 Cities
City Searched Searched & All Users
Only Booked Only
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%)
• Among the main towns, only users from Mumbai and Hyderabad show significant decline,
22
more so among the searchers
Economic distribution
Monthly household income (MHI)
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/-
80%
65%
60% 52%
43%
40%
21% 19%
20% 16% 14%
13% 11% 11%
8% 8% 10%
7%
3%
0%
Change from PQ
30% 22%
20%
10% 10%
10% 1%
0%
-10% -4% -7% -1% -2% -4% -3% -4% -2% -3% -2%
-20% -13%
• Proportion of users with MHI below Rs.10,000 increases both among searchers (+22%) as well as bookers (+10%)
23
Most expensive vehicle
Current Quarter Two wheeler Four wheeler No vehicle
60%
52% 50%
49%
40% 35%
26% 28%
23%
20%
20%
12%
0%
Change from PQ
20% 10% 11%

6%
1% 1%
0%
-20% -8% -5% -7%

-13%
• 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%) 24
Credit card
Current Quarter Single card Multiple cards I do not own a credit card
100%
82%
80%
68%
58%
60%
40%
21% 22%
17% 15%
20% 12%
5%
0%
Change from PQ
10% 6% 5% 4%
0%
-10% -3% -3% 0% -1% -3%
-5%
• 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 25
Mobile Phone
Current Quarter Personal
Company provided
Both personal and company provided separately
I do not own a mobile phone
80% 76%
73%
69%
60%
40%
24%
20% 17%
11%
7% 7% 5% 5%
3% 3%
0%
Change from PQ
20%
12%
10% 3%
0% 2%
0%
0% 1% 0% -2% 0% 0%
-10% -3%
-20% -13%
• Proportion of mobile phone ownership goes down only marginally among the bookers
• The drop is more significant among the searchers at –12% 26
Socio economic distribution
SEC
Current Quarter SEC A SEC B SEC C SEC D SEC E
60%
45%
38% 38%
40% 35% 35%
33%
27% 26%
23%
18%
20%
13%
9% 7%
7% 7%
0%
Searched Only Searched and booked All Users
Change from PQ
18%
20%
13%
10%
7% 9% 7% 7%
10%
1% 2% 2%
0%
-2% -2% -1% -1%

-10% -8%
• SEC ‘A’ users continue to show up proportionately more among the ‘bookers’ than among the ‘searchers’ 27
• SEC ‘D’ shows up more significantly among the searchers than among the buyers
Socio economic distribution
Head of the Household
Current Quarter Not the CWE User is the CWE
80%
62%
60% 54%
51% 49%
46%
39%
40%
20%
0%
Change from PQ
5%
1% 1% -1% 1%
0%
-1% -1%
-5%
• There is no noticeable change in terms of proportion of CWE profile in the online travel user
28
base
* CWE – Chief wage earner
Travel Behavior
29
Primary purpose of travel
Current Quarter Work only Personal only Equally for both
80%
65%
60% 51%
45%
40% 34%
30%
20% 21% 19%
20% 15%
0%
Searched Only Searched and booked All Users
Change from PQ
20%
12%
5% 7%
10% 3% 3% 4%
0%
-10%
-8%
-11%
-20% -15%
• While proportion of searchers traveling for work purpose went up (+12%), proportion of bookers traveling
for both work and personal reasons came down (-8%) 30
Regular place of travel – within India
Place of travel within India Searched Search & All Users
(Top 10 cities) Only Booked Only
Sample Base 174 Change 618 Change from 792 Change
from PQ % PQ % 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%
31
* 3% of the users do not travel in India at all
Regular place of travel – internationally
Place of travel Searched Search & All
internationally Only Booked Only Users
(Top 10 countries)
Sample Base 41 Change from 230 Change 271 Change
PQ % from PQ % 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%
32
* 66% of the users do not travel internationally at all
Plan for next vacation
Current Quarter Within this month Next 1-3 months
Next 4-6 months Next 6 months to a yr.
60% No plan this year
41%
37%
40%
31%
26% 26%
22% 23% 24%
17% 19%
20%
11%
7% 7% 5%
5%
0%
Searched only Searched & booked All Users
Change from PQ
20% 16%
5% 5% 5%
10% 1% 2% 3% 4%
0%
-10% -2% -4% -5% -3%
-6% -8%
-12%
-20%
• Though a high 41% of bookers intend to take a vacation in next 3 months, it is down by 5% from the previous
quarter
33
Type of vacation likely to take
Current Quarter Aadventure sports, wildlife, etc. Hill station, Scenic spots, etc
Beaches Relaxation (Resorts, Spa, etc.)
Sight seeing Amusement Parks, Casinos, etc
Spiritual
40% 36%
33%
30% 26%
21% 22% 22%
17% 18%
20%
12% 11%10%
10% 9%
7% 7% 7% 8% 7% 8%
10% 4% 5%
0%
Searched only Searched & booked All Users
Change from PQ
15% 11%
8% 8%
10% 5% 5%
5% 3% 1% 1% 1% 0%
0%
-5% -1% -1%-1% -1%
-3% -4% -4% -4%
-10% -7% -6%
-15% -10%
• ‘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 34
Online Usage Behavior
35
Since when using an online travel website
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
60%
53%
50%
40%
31% 30%
29%
30% 27%
23% 22%
21%
20% 15% 13%
10% 9%
10% 5% 4%
2% 3% 2% 2%
0%
Change from PQ
25% 15%
15% 7% 5%
2% 2% 5% 2%
5% 0% 0% 0%
-5% 0% -1% -1% -2% -2%
-4% -4%
-15%
-25%
-25%
• 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
36
Place of searching/booking
Current Quarter Home Place of work Cyber café In transit
80%
62% 63% 63%

60% 56%
48%
40%
27%
24% 22% 23%
20%
6% 5%
2%
0%
Change from PQ
20%
9% 7% 8% 8%
10%
3% 2% 3% 2%
0%
-1%
-10% -7% -6%
-20% -14%
• 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
37
(-9%)
Frequency of using an online travel website
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
40% 38%
36%
31% 32% 30%
30% 27% 27%
21%
19%
20%
10% 10% 8%
10% 5% 5%
3%
0%
Change from PQ
15%
6% 7% 7%
5% 5%
4% 3%
5% 1%
-5% -1% -1% -2%

-4%
-7%
-15% -13% -10%
• 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%
38
respectively)
Per capita average visits - in last 3 months
Current Quarter Avg. visits by all users Avg. bookings by all users
12
12
10
10
10 9
8
8
6 5
4
4 3
3 3
2
0
Makemytrip Yatra IRCTC Travelguru Cleartrip
Change from PQ
5 4
2
1
0
-1 0 -1 -1 0
-5 -2
-4
• 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
39
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust conclusion
Visit-to-Book Ratios
Current Quarter Previous Quarter
0.50 (+0.12)
0.45 (-0.01)
(+0.12) 0.41
0.41
0.40
0.38
0.32 (+0.07)
(-0.02)
0.33
0.30 0.31 0.26
0.30
0.24
0.20
0.10
0.00
Makemytrip Yatra IRCTC Travelguru Cleartrip
• 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
40
Note - Both Travelguru & Cleartrip have very low sample base to make statistically robust conclusion
Products bought online – last 3 months
(Bought in current quarter Vs. Bought in previous quarter)
Current Quarter Train tickets Air tickets

Hotel/Spa/Resort deals Tour packages
Interstate bus tickets Rent a car
Souvenirs & Picture postcards
80% 72%
68%
60%
48%
40%
22%
20% 9%
8%
4%
0%
All Users
Change from PQ
40% 31%
30% 20%
20% 10% 6%
10% 0% 2%
0%
-10% -1%
• 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 41
• Hotels shows the highest growth at +31% points, followed by air tickets at +20% points
Products bought online – last 3 months
(Bought in current quarter Vs. Intention to buy indicated in previous quarter)
Current Quarter Train tickets Air tickets

80% 72%
68%
60%
48%
40%
22%
20% 9%
8%
4%
0%
All Users
Train tickets Air tickets

40%
30% 25%
20%
5% 7%
10% 5%
0%
-3% -2% -1%
-10%
• Except for hotels, the current quarter usage were fairly close to the stated intention levels in the last quarter 42
Mode of payment
Current Quarter Credit card Debit card
Direct debit from the bank Cash Card
Cash on delivery Cheque on delivery
Mobile gateways
59%
60%
50%
40%
30% 25%
22%
20%
12% 13%
10%
4%
1%
0%
Searched and booked
Change from PQ
5%
5%
3%
1% 2%
1%
0%
-1%
-2%
-5%
• 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 43
Future Intentions of buying products online – next 3 months
(Bought in current quarter versus Intention to buy in the next quarter)

80% 73%
60% 52%
40% 34% 35%
20% 18%
20% 15%
0%
All Users

20% 13% 13%
12%
10% 6%
1%
0%
-10%
-20% -16% -15%
• In the next 3 months usage of train tickets is expected to stay put at 73%, air tickets and hotels is likely to fall
44
• On the other hand, users intend to book tours, bus tickets and rent cars noticeably more in the next quarter
Media Preferences
45
Most watched TV channel – Top 10
TV Channels Searched Only Change Searched & Booked Change
(Current Quarter) from PQ (Current Quarter) 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%
46
Most read newspaper – Top 10
Newspapers Searched Only Change Searched & Booked Change
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%
47
Most read magazine – Top 10
Magazines Searched Only Change Searched & Booked Change
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%
48
Most listened radio channel – Top 10
Radio Channel Searched Only Change Searched & Booked Change
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%
49
Most used website for Emailing
Emailing Searched Only Change Searched & Booked Change
Websites (Current Quarter) from PQ (Current Quarter) 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%
50
Most used website for Online News – Top 10
Online News Searched Only Change Searched & Booked Change
Websites (Current Quarter) from PQ (Current Quarter) from PQ
10% 8% 15% 8%
Ibnlive
10% 1% 14% 0%
NDTV
20% 5% 12% 4%
Yahoo
12% -3% 9% -5%
Rediff
8% -18% 7% -2%
Indiatimes
12% 12% 6% 0%
Google
2% -2% 5% 0%
Timesofindia
3% 0% 4% 1%
BBC
7% 3% 3% -3%
Sify
0% 0% 2% 2%
Zeenews
51
Brand Salience and Perceptions
Top of mind ad recall
Current Quarter
Yatra Makemytrip IRCTC Travelguru Cleartrip Yahoo travels
30% 29% 28%

27%
26%
24%
21%
20%
10% 7% 7% 7% 6% 7% 6%
4% 4% 3% 3% 3% 3%
0%
Change from PQ
10% 8%
6% 6%
4%
5% 3%
1% 1% 0% 1% 1%
0%
0% 0% -1% 0%
-5% -2% -3%
-3% -3%
-10%
• 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 53
Top of mind ad recall – All Brands
Top of mind Ad Recall Searched Search & All Users Top of mind Ad Recall Searched Search & All Users
Only Booked Only Only Booked Only
Sample Base 296 804 1,100 Sample Base 296 804 1,100
Yatra 24% 29% 27% Thomascook 0% 1% 1%
Makemytrip 21% 28% 26% Travel 3% 1% 2%
IRCTC 7% 7% 7% Jet Airways 0% 1% 1%
Travelguru 7% 6% 6% Kingfisher 0% 1% 1%
Cleartrip 4% 3% 3% Flightraja 0% 1% 1%
Yahoo Travels 4% 3% 3% Indian Airlines 1% 1% 1%
Google 3% 2% 3% Indiatravels 0% 1% 0%
Airdeccan 2% 1% 1%
Goair 2% 1% 1%
Travel India 1% 1% 1%
Raj Travels 2% 1% 1%
54
Source of ad recall
Source of awareness Yatra Makemytrip IRCTC Travelguru Cleartrip
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

1% 9% 9% 2% 3%
panel, exhibition, etc)
Can't recall where I saw the ad 2% 2% 17% 1% 0%
55
Yatra
TOM ad awareness: 27%
Source of awareness Current Change from

Quarter 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%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 1% 0%

Can't recall where I saw the ad 2% -1%
56
Makemytrip

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%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 9% +3%
Can't recall where I saw the ad 2% 0%
57
IRCTC

Base: All Users
Television 17% -1%
Newspaper 32% +4%
Magazine/Newsletter 25% +5%
Radio 6% +2%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 9% +3%

Can't recall where I saw the ad 17% +7%
58
Travelguru

Base: All Users
Television 70% +47%
Newspaper 12% -14%
Radio 22% +22%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 2% -2%

59
Cleartrip

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%
Outdoor (hoarding, kiosk, bus panel, exhibition, etc) 3% -3%

60
Top of mind brand recall
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Google
30%
27%
24% 26%
23% 23%
22%
20%
17%
16%
13%
10% 7%
6% 7%
4% 3% 3% 3%
3% 3%
0%
Change from PQ
6% 5%
2% 3% 3%
3% 2% 2%
1%
0% 0% 0%
0%
0% 0% 0% -1% -1% 0%
-3% -1%
-3% -2% -2%
-3%
-6%
• 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%)
61
• Makemytrip TOM brand recall dropped marginally compared to the last quarter (-2%)
Top of mind brand recall – All Brands
Top of mind Ad Recall Searched Search & All Users Top of mind Ad Recall Searched Search & All Users
Only Booked Only Only Booked Only
Sample Base 296 804 1,100 Sample Base 296 804 1,100
Makemytrip 23% 27% 26% Jet Airways 0% 1% 1%
Yatra 24% 22% 23% Indiatimes Travel 1% 1% 1%
IRCTC 13% 17% 16% Thomascook 0% 1% 1%
Travelguru 6% 7% 7% Travel 2% 0% 1%
Cleartrip 3% 4% 3% Indiatravels 0% 1% 1%
Google 3% 3% 3% Rediff Travel 1% 0% 1%
Yahoo Travels 3% 2% 2%
Airdeccan 1% 2% 2%
Raj Travels 3% 1% 2%
Travel India 2% 0% 1%
Flightraja 0% 1% 1%
62
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

44% 28% 31% 17% 42%
using a search engine
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%
63
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%
While searching for travel related info using a search engine 44% +2%
From a link on another website 29% +2%
From an exhibition/event 1% -2%
Don't remember 3% 0%
64
Yatra
Base: All Users
From an advertisement 65% +1%
From a news story/article/feature 7% 0%
While searching for travel related info using a search engine 28% -1%
From an exhibition/event 3% +2%
65
IRCTC
Base: All Users

From a news story/article/feature 6% +1%
While searching for travel related info using a search engine 31% 0%
From an exhibition/event 1% 0%
Don't remember 8% +1%
66
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%
While searching for travel related info using a search engine 17% -51%
From a link on another website 24% -41%
From an exhibition/event 2% -2%
Don't remember 0% -2%
67
Cleartrip
Base: All Users

From a news story/article/feature 8% -15%
From a relative/friend/colleague 40% +11%
While searching for travel related info using a search engine 42% +7%
From a link on another website 16% -12%
From an exhibition/event 6% +6%
68
Spontaneous brand recall*
Current Quarter
Makemytrip Yatra Travelguru IRCTC Cleartrip Indiatravels
49%
50% 45% 43%42%
40% 37%
31%
30%
23% 23%24% 23%23%
19%
20% 16%
13%
10% 8%
6% 5% 5%
0%
* Top 3 brand recalls
Change from PQ
9% 9% 9%
10%
5% 4% 3%
2% 2%
0% 1% 0% 0%
0%
-2% -1% -1%
-5% -3% -4%
-5% -5%
-10%
• 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%)
69
• Compared to the previous quarter, only Travelguru has gained spontaneous recall noticeably (+9%)
Aided brand awareness*
Current Quarter
Yatra IRCTC Makemytrip Travelguru Cleartrip Indiatravels
100%
83%
80% 71% 70%68%
66% 65%
61%
60% 53%
47%45%
44%41%
40%
40% 34% 36% 35% 37%
32%
20%
0%
* Brand names prompted
Change from PQ
30%
20%
20% 12%
9%
10% 6% 7% 8% 4% 5%
8%
0% 1% 3% 2% 2% 1%
0%
-3% -1%
-10% -6%
• 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
70
• Compared to previous quarter, IRCTC and Travelguru show considerable gain in aided awareness overall (+12% and +8%)
Brand recall summary – All Users
Recall Levels IRCTC Makemytrip Travelguru 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

0.24 0.43 0.16 0.33 0.07
Aided brand awareness
Change from previous quarter -0.05 -0.04 +0.05 +0.02 -0.03
• 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)
71
Share of word of mouth*
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Thomascook
30% 29% 29% 29%
27%
24%
23%
20%
12% 12%
10%
10% 8%
7% 7%
5% 5%
4% 3%
2% 2%
0%
Searched only Searched and booked All Users * website most likely to recommend
Change from PQ
6% 5%
4% 3%
2% 3% 2%
3% 1% 1% 2% 2%
0%
0%
0%
-1% 0% 0%
-3%
-3% -2%
-3%
-6%
• 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%
72
• Other brands who gained share of ‘word of mouth’, though marginally, are Travelguru and Thomas Cook
Brand Perceptions
Brand associations – by attributes
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Indiatimes travel Airdeccan Spicejet
20% (-4)
(-1)
17% 17%
(-5) (-3)
16% (-3) 15%
15% (-4)
(+1) 13%
13% (0)
12% (0) (+1)
(0) 11% (+3)
11% (+2)
10%
10% 10%
10%
(+2)
7%
(+2)
(-1) 4% (+2) (0)
(-1) 3%(+1) 4% (+1)
(+1)3% (0) (0)
2% (-1) 3% (+1) (+1) (-1) (0)(+1) (-2)
(+1) 2% (0) (-1) 2%2%
(-1) 2% (-1) 2%(-2) 2% 1% (-2)(0) 2%2%1%1% (0) (0) (-2)(0)
1% (-2) (0)
0%
1% (0)
1% 0% 0%0%0%(0) 1%0% 1%1%(-1)
0% 0%0%0% 0%
0%
Lowest air fares Lowest hotel Best tour package Complete travel Great Brand Most dependable
on the net rates on the net deals on the net related online solutions image service
• 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 74
* Figures in brackets represent the ‘change’ compared to the previous quarter in percentage
Brand associations – overall perceptions
1.5
IRCTC
1.0
Most dependable service
.5
Cleartrip Indiatimes travel Lowest air fares on net

0.0 Best tour package deals
Great Brand image
Travelguru Spicejet
Complete travel related solns. Airdeccan
Yatra
Lowest hotel rates on net
-.5
Makemytrip
Attribute
-1.0
-1.0 -.5 0.0 .5 1.0 1.5

Brand
Makemytrip Yatra Travelguru Air Deccan IRCTC

75
* The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to the other attributes
Brand Shares
Cumulative (secondary) consumer share*
Current Quarter IRCTC Makemytrip Yatra
Travelguru Cleartrip All other brands

80% 70%
60%
36% 36%
40% 33%
20% 12%
9%
0%
All Users
Change from PQ
10%
0% 0%
0%
-1% -2% -2%
-10% -6%
• 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
77
* Multiple usage of websites, adds up to more than 100% in usage
Preferred (primary) consumer share*
Current Quarter
Makemytrip Yatra IRCTC Travelguru Cleartrip Others
30% 28%
23%
21%
20%
16%
10% 7%
4%
0%
All Users
Change from PQ
6% 5% 4%
4% 3%
2%
0%
0%
-2%
-4% -2%
-4%
-6%
• 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 78
* Most preferred website in usage, adds up to 100% in usage
Primary Consumer Shares – All Brands
Change Current Previous Previous
Quarter Quarter Change Current Quarter
Quarter
Brand Actual Share Actual Share

Brand Actual Share Actual Share
Makemytrip +5% 28% 24% Indiatimes Travel -2% 1% 3%
Yatra +4% 23% 19% Indiatravels -1% 1% 2%
IRCTC -2% 16% 19% Travel India 0% 1% 1%
Travelguru +3% 7% 4% Indian Airlines 0% 1% 1%
Cleartrip 0% 4% 4% Ksrtc +1% 1% (-)
Yahoo Travels +1% 2% 1% Flightraja 0% 1% 0%
Airdeccan -1% 2% 3% Prime travel +1% 1% (-)
Thomascook +2% 2% (-) Travel 0% 1% 1%
Spicejet 0% 2% 1% Google 0% 1% 0%
79
Primary-Secondary consumer share ratios
Current Quarter Makemytrip Yatra IRCTC Travelguru Cleartrip

(+0.14)
0.77 (+0.22)
0.80 0.71
0.70 (+0.26)
0.59
0.60 (+0.03)
0.46
0.50
0.40 (-0.04)
0.30 0.23
0.20
0.10
-
All Users
• 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
80
Reason for brand preference
Source of awareness Makemytrip Yatra IRCTC Travelguru Cleartrip
Base: All Users
Highly appealing website design 40% 28% 25% 30% 35%
Has the widest choice of travel options -

53% 39% 28% 26% 50%
flights/hotels/tour
Has the most relevant choices for my needs -

64% 32% 22% 34% 62%
flights/hotels/tours
Lowest fares/deals/offers 72% 63% 32% 68% 66%
Best guidance on travel destinations, travel

57% 45% 36% 44% 32%
planning
Most easy to use and find the right information

61% 34% 49% 44% 55%
quickly
Most hassle free payment procedure 33% 26% 28% 29% 57%
Best security features to protect online

26% 15% 25% 10% 25%
transactions
Highly responsive booking and after-booking

30% 29% 32% 19% 29%
service
Nothing Specific / Don't know 7% 9% 15% 13% 8%
81
Makemytrip – reason for preference
Reason Current Change from
Quarter Previous
Quarter
Base: All Users
Used in the last 3 months
38% Highly appealing website design 40% -9%

53% -4%
flights/hotels/tour
64% +3%
Lowest fares/deals/offers 72% -3%

Preferred most 28%
Best guidance on travel destinations, travel planning 57% +9%
Most easy to use and find the right information quickly 61% +10%
Most hassle free payment procedure 33% -6%
Best security features to protect online transactions 26% +2%
Highly responsive booking and after-booking service 30% -3%
Nothing Specific / Don't know 7% 0%

82
Yatra – reason for preference
Quarter Previous
Quarter
Base: All Users

39% -1%
flights/hotels/tour
32% -18%
Lowest fares/deals/offers 63% +3%

Preferred most 23%
Best guidance on travel destinations, travel planning 45% +7%
Most easy to use and find the right information quickly 34% -14%
Best security features to protect online transactions 15% -5%
Highly responsive booking and after-booking service 29% 0%
Nothing Specific / Don't know

9% +2%
83
IRCTC – reason for preference
Quarter Previous
Quarter
Base: All Users
24% Highly appealing website design 25% +8%

28% +9%
flights/hotels/tour
22% -7%

Preferred most 16%
Best guidance on travel destinations, travel planning 36% -6%
Highly responsive booking and after-booking service 32% 0%
Nothing Specific / Don't know 15% -1%
84
Travelguru – reason for preference
Quarter Previous
Quarter
Base: All Users

26% -50%
flights/hotels/tour
34% +8%

Preferred most 7%
Most easy to use and find the right information quickly 44% +23%
Most hassle free payment procedure 29% +11%
Highly responsive booking and after-booking service 19% +2%
Nothing Specific / Don't know 13% +8%
85
Cleartrip – reason for preference
Quarter Previous
Quarter
Base: All Users

50% +1%
flights/hotels/tour
62% -4%
Lowest fares/deals/offers 66% -2%

Preferred most 4%
Most hassle free payment procedure 57% 0%
Highly responsive booking and after-booking service 29% +2%
Nothing Specific / Don't know 8% -1%
86
Brand Performance Track
87
Brand Sustenance
Brand Sustenance
How much can your brand transcend the ad
Ratio of TOM Brand Recall

TOM Ad Recall
Ratio of 1 represents average efficiency

88
Brand Sustenance Index
Change 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
89
* Other brands not included for insufficiency of sample size
Brand Sustenance Map
Brand Sustenance
4.5
M ore Sustainable
Makemytrip
Yatra
IRCTC
4.0
Top of Mind Brand Recall
Travelguru
3.5
Cleartrip
Airdeccan
3.0
Indiatimes travel
Thomascook Less Sustainable
Indiatravels
2.5
2.5 3.0 3.5 4.0 4.5
Top of Mind Ad. Recall
90
Brand Persuasion
Brand Persuasion
How persuasive is your brand story
Ratio of Intention to Buy / Use Brand

Spontaneous Brand Recall
Ratio of 1 represents high efficiency
91
Brand Persuasion 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
92
Brand Persuasion Map
5.0 Brand Persuasion
4.5
Likelihood of Buying
M ore P ersuasive
Yatra Makemytrip
4.0 IRCTC
Travelguru
3.5 Cleartrip Less P ersuasive
Airdeccan Indiatravels
3.0
3.0 3.5 4.0 4.5 5.0
Spontaneous Recall
93
Brand Pull*
Brand Pull
Ability 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
94
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
95
Brand Pull Map
Brand Pull
3.0
Proportionately
Gaining P ull more switch-outs
than switch-ins
Yatra
Switch ins to the Brand
IRCTC Makemytrip
Travelguru
2.5 Cleartrip
Indiatravels
Airdeccan
Thomascook
Losing P ull
Indiatimes travel
Spicejet
2.0
2.0 2.5 3.0
Switch outs of the Brand
96
Brand Loyalty
Brand Loyalty
How much is your brand retaining its existing consumers
Ratio of Likely to Continue with the Brand

Total Current Users of the Brand
Ratio of 1 represents maximum efficiency

97
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
98
Brand Loyalty Map
Brand Loyalty
100%
(-2%) (+3%)
(+15)
80% 79%
77%
80% (+8%) (-9%)
66% 64%
(-10%)
60% 54%
40%
20%
0%
Cleartrip
Travelguru
Airdeccan
Yatra
IRCTC
Makemytrip
Likely to Continue
99
Brand Momentux™
Brand MomentuxTM
Your future market potential based on your current
performance
Brand X Brand Speed

Mass Accelerators
Current X Brand Persuasion factor,

Users Brand Pull factor,
Brand Loyalty factor
It is an index. The higher the better

100
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
101
Brand Momentux™ Map
Brand Momentum
Makemytrip
Yatra Size
M ass Driven
3.0 IRCTC
Travelguru
Cleartrip
Brand Mass
Thomascook Airdeccan
2.5
Indiatimes travel Spicejet Indiatravels
Speed Driven
2.0
2.0 2.5 3.0
Brand Speed
102
Brand Momentux™ Summary
Current Quarter vis-à-vis Previous Quarter
Brand Mass Brand Persuasion Brand Pull Brand Loyalty Brand Momentux
Brand
Yatra
Makemytrip
IRCTC
Travelguru
Cleartrip
Airdeccan
Improved Deteriorated No/Insignificant change
103
Estimated Primary Consumer Shares
Brand Previous Quarter Current Quarter Next Quarter Expected
Actual Share Actual Share Estimated Share 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
104
Thank You!

Brand Track Report - Online Travel July 2007

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Brand Track Report - Online Travel July 2007

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Brand Track Study: Online Travel

Prepared by: JuxtConsult, New Delhi

– Online Travel Usage Behavior

– Brand Performance / Brand Momentux

• Survey run using Google AdWords and AdSense

• Total Sample Collected: 2,192

• Total Sample Used: 1,852 (Brand track Sample – 1,100)

* See special note on the next slide

• Brand Momentux ™: A calculated index of a brand’s ‘current mass’ (current primary

– 14% shift towards the ‘below 24 years’ age groups

– 5% shift in favor of users who travel for work purpose only

Active Users - last 3 months

Searched Only Searched and Booked

Tour Package Only Tour Package Only

Tour Packages - 27% (+5%) Tour Packages - 65% (-14%)

14% 17% 16%

20% 13% 11%

24% 24% 24%

-10% -1% -1% -2%

-10% -7% -7% -7% -9%

Sample Base 482 1,315 1,797

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

20% 10% 11%

-20% -8% -5% -7%

-2% -2% -1% -1%

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%

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

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

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

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

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

• ‘Hill station’ continues to be the most popular ‘intended’ vacation destination

62% 63% 63%

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

Current Quarter Train tickets Air tickets

Current Quarter Train tickets Air tickets

Train tickets Air tickets

Train tickets Air tickets

40% 34% 35%

Train tickets Air tickets

-20% -16% -15%

NDTV 19% 4% 9% -6%

The Times of India 28% -17% 49% 6%

India Today 31% 12% 26% -5%

Radio Mirchi 41% 18% 36% 4%

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%

30% 29% 28%

Yatra 24% 29% 27% Thomascook 0% 1% 1%

Makemytrip 21% 28% 26% Travel 3% 1% 2%

IRCTC 7% 7% 7% Jet Airways 0% 1% 1%

Yahoo Travels 4% 3% 3% Indian Airlines 1% 1% 1%

Base: All Users

Television 73% 65% 17% 70% 57%

Newspaper 20% 30% 32% 12% 37%

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