Furthermore, an intriguing trend is unfolding in the market: Many OTAs are striving to transform into travel superapps. A travel superapp is a mobile or web application that allows users to accomplish a variety of travel-related tasks, such as researching destinations, booking flights and accommodations, arranging transportation, and accessing other services, all within a single platform.
The full article delves into each major OTA in India, examining their current status and progress toward achieving superapp status. Here are 5 ways they are making superapp ambitions a reality—while unlocking new markets and revenue streams:
- Indian OTAs are pursuing superapp ambitions that go beyond simply providing a comprehensive range of services; they are also focused on engaging customers through various channels. Many of these OTAs are seeking to penetrate new demand segments, particularly in corporate travel.
- Travel agents represent another lucrative customer segment with immense potential, prompting online agencies to pursue a significant share of the offline travel agent market by providing user-friendly platforms that simplify the booking process.
- To support non-travel brands looking to enter the travel sector, OTAs are offering simple plug-and-play solutions that make it easy for these organizations – such as financial institutions, retailers and loyalty clubs – to deliver private-label travel services.
- Travel ancillaries present a significant growth opportunity too. While still in its infancy in India, this segment is receiving increased attention due to the growing need to address all aspects of travelers’ needs.
- Some Indian OTAs are opening franchise stores to expand their reach in offline markets, particularly in tier-2 and tier-3 cities, where many customers still prefer face-to-face interactions.
Phocuswright’s India’s OTAs: Superapps in the Making? examines the ever-dynamic Indian OTA sector, focusing on growth and transformation by market players. Key questions answered by this research include:
- What are the offerings of major Indian OTAs, and which channels are they present in to serve their diverse customer base?
- How is the potential of the Indian market providing OTAs with opportunities to expand into various segments and channels while doubling down on their core strengths?
- How close are Indian OTAs to realizing their superapp dreams, and which players are leading the charge?
- How do India’s OTAs differ in their approach to becoming superapps?
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