Case Study
Market study to assess the feasibility of launching an online travel agency
About the Client
The hospitality project team of a global property developer based in the Middle East
Business Need
- 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
