Abstract

Indian online travel market is growing at a steady rate due to increased awareness, ease of access and cost-effective solutions .India is expected to be home to the fastest growing online travel market in the Asia-Pacific region with gross bookings expected to touch $24 billion and $7.1 billion respectively. Online travel is the driving force in the e-commerce segment, with a global contribution of 70 per cent of all e-commerce activities and its importance is likely to increase in the future. The Online Travel Agency is in its infancy with opportunities for capable new ventures. Various offers and deals from the OTAs have made the market very lucrative for the customers, thus driving competition. The Indian OTA market is growing at a rapid rate of about 35 per cent, but the space is cluttered with multiple players. The main trigger has been the low investment required in the online domain. Also, there is an added convenience to a traveler for booking tickets, comparing the fare rates and choosing destinations. This paper presents a comparison of successful startups in the domain of OTA, traces the entrepreneurial persona, innovative business models, and growth/sustainability challenges of selected startups in India.

Keywords: Online Travel Agency, entrepreneurial persona, Business models, Competition, Opportunities