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The proportion of online bookings has been increasing rapidly and is expected to reach 33 per cent of all hotel bookings by 2021 due to a proliferation of online aggregators, according to a latest study titled ‘How does India travel?’ jointly prepared by Google and Bain & Company. The report states that during key research-heavy phase of interest, research and experience, digital plays a pivotal role with over 86 percent of consumers being influenced by online channels. During this phase, travellers spend their maximum time on search, travel tour provider websites, price comparison websites, and travel articles. Online video too plays a significant role with 21 per cent of travellers being influenced by this platform. In the booking and sharing phase, the report states that nearly 60 per cent of customers book transport and lodging online, and over 50 per cent share feedback online with social media being the dominant platform. Talking about the market opportunities for online travel players, Vikas Agnihotri, Country Director – Sales, Google India said, “New users perceive that online channels are geared towards the more frequent flyers and experience-oriented travellers; and existing travellers research online but the lack of trust in payments and booking experience make them end up booking offline. If travel players tap these online users through personalised marketing, messaging and travel plans, they can further augment online travel bookings. This can be done by adopting digital technologies to influence customers early in the journey and moving from one-time engagement to ongoing relationships to have a positive impact.” “There is a perception amongst consumers that online channels are geared towards premium customers, along with a marked distrust around payment and pricing terms. It is imperative for businesses …

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