Business need

The hospitality project team of a global property developer based in the Middle East

Business Objectives / Goals

  • The client wanted to assess the feasibility of launching an Arabic-language online travel agency (OTA) for a UAE based hospitality group
  • They also sought to understand the cost structure of the OTA, growth opportunities and break-even analysis

Approach and Methodology

  • Conducted a preliminary research to understand the OTA market and created a list of respondents to be contacted during the course of the project
  • Interviewed more than 20 channel partners such as OTAs, hotels and travel companies/agencies, to assess the feasibility of launching an Arabic-language OTA
  • Conducted consumer interviews to understand the unmet needs and their motivational levels when making online hotel bookings and sharing online reviews
  • Studied the cost structure of various OTAs to develop revenue break-even analysis

Business outcomes

  • Based on our findings, the client was able to decide on its go-to-market strategies, covering portal strategies, customer strategies and channel partner strategies

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