Market Research | Goibibo Microstays

User Research - http://bit.ly/msandeepur

Prototype - https://marvelapp.com/56fejg7/

Context - Microstays

A common feedback from customers has been that if they are staying for a shorter duration, they
shouldn’t have to book the hotel for a full day. Hence, a new category of booking comes up in the
industry, which is Microstays. Microstays, or ‘short stays’, in hotels is defined as dividing the booking
time into time periods.

Goibibo also launched the service, which is currently catering to specific travelers at religious places.
The features of a Microstay still need refinement. It may also be a good option to have this feature
not just at religious places, but near travel junctions, such as railway stations, bus stops etc., or
specific cities that people want to explore.

Introduction – Goibibo
Goibibo is an aggregator for online hotel booking and flight booking in India. Its core value
differentiator is delivery of the fastest and the most trusted user experiences, be it in terms of the
quickest search and booking, fastest payments, settlement and refund processes, etc.

Target Market
Travelers living in urban areas (tier 1 and tier 2 cities) who prefer to use the internet for booking
accommodations
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

Direct and Indirect Competitors

Direct Competitors Indirect Competitors

Companies that are directly competing with Companies whose products and services are not
Goibibo sharing the market. same but could satisfy same customer need
● Yatra potential competitors that would affect
● Cleartrip Goibibo’s market share
● Ixigo ● Travel Triangle
● Happyeasygo ● Oyo
● Airbnb

Goibibo Cleartrip Ixigo Oyo HappyEasyGo

Vision & Our vision is to To fulfil a Our vision is to OYO is the HappyEasyGo
Mission make travel fun promise of develop world’s fastest is the
for all and our offering the products to growing manifestation
core values single most ease and company & of the dream
guide us in comprehensive simplify the life world’s 6th of affordable
making this travel of travellers largest chain of travel
possible experience to and to make operated hotels,
users through travelling a fun homes,
intuitive experience managed living
products. We and workspace.
keep customers It’s vision is to
at the centre of make the word
everything we OYO
do synonymous
with hotel
booking and
experience.
Goals To become Cleartrip's goal Ixigo strives to The company's Establish with
fastest platform has always been simplify the goal is to the idea of
in India for to create lives of become the helping
bookings, after products that travellers most preferred people travel
sales, payments provide through and trusted far and wide,
and refunds & customers with innovative hotel brand in it has left no
exemplify the the simplest and travel the world stone
unturned in
core values in most intuitive planning,
making it
online travel ways to plan and research &
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

sector book travel social products happen

becoming a
leading player
Strategy Goibibo is a They always Ixigo’ s Oyo’s business HappyEasyGo
leading travel have maintained business strategy is to be is currently
aggregator a sharp focus on model is based a hotel operating its
whose business capital efficiency on lead- aggregator+. business in
transactions are and unit generation for The plus sign flights and
performed economics. Of airlines, hotels, signifies its hotel booking.
online. It is a all the consumer bus-booking involvement in B2C and they
B2C or business internet sites, cab- standardisation provide offers
to customer businesses, they booking apps of all the rooms on referrals,
organisation as have the highest etc. and on listed on the app special days
it likes to deal capital efficiency targeted to give a uniform and credit
directly with its ratio, which contextual experience to cards etc.
customers by allowed them to advertising the customers.
providing best build a $1.2 from brands Oyo books a part
transportation billion business who wish to of the hotel
and while raising a target a inventory
accommodation small fraction of premium beforehand at
facilities the capital that travel audience fixed rates and
the peers have lists them on the
raised. They app at
have achieved predetermined
this by having a prices. Lately, it
product-led has diversified
strategy instead its product
of a capital-led offering by
or discount-led introducing
strategy more hotel
types as well as
venturing into
home rental
space.
Company Background Analysis
Founder Gibibo was Cleartrip is Founded by Ritesh Aggarwal Founded by
s founded by headquartered Aloke Bajpai is founder and Vivek
Ashish Kashyap in Mumbai and and Rajnish CEO of OYO. He Prabhakar and
and Deepak Tuli was founded by Kumar both set up the brand BORIS ZHA
in 2009 Stuart Crighton are graduates in 2012 and is Currently,
(now, CEO), of IIT Kanpur. owned by a Boris is the
Hrush Bhatt Currently, company called CEO.
(now Director of Aloke is the Oravel Stays Pvt. This Gurugram
Product and CEO and Ltd. - based OTA
Strategy) and Rajnish is CTO. Oyo is platform
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

Matthew Spacie e-commerce headquartered founded in

in 2006 website in Gurugarm. 2017.
founded in the Founder Vivek
year 2007. Prabhakar is an
Headquartered alumnus of
in Gurugram, Beijing
the company Language and
has a user base culture
of over 100 University
million
travelers
Employe 251-500 251-500 150 4000 – 5000 59
es
Revenue $142M for the $110M and Ixigo has $216.2M $3 M
entire business booking value of doubled its
at a valuation of $1.4B gross
$2B transaction
value (GTV)
and grown its
revenue 1.7
times in FY19
at INR 113.5 Cr
net revenue. It
is now
recording an
annual GTV
run-rate of
INR. 2000 Cr.

Funding $250M Venture Round Seed Round Series A (2013) – HappyEasyGo

(2006) – $3M (2008) – $500K $100K has raised over
Venture Round Series A (2011) – Series B (2015) – $130 million
(2006) – $8M $6M $100M
from a clutch of
Venture Round Venture Round Series C (2016) –
investors
(2011) – $40M (2015) – $4M $90M
Venture Round Venture Round Series D (2017) – including
(2014) – $5.4M (2016) – $10M $250M Samsung.
Venture Round Series B (2017) – Corporate Round Recently, it
(2016) - $10M $15M (2017) - $10M raised anywhere
Series E (2018) – between $35 to
$1B, $100M 50 million from
Series E (2019) – Korea
$100M, $75M
Investment
Partners (KIP)
and 10 Fund,
Homshin
Partners,
Zero2IPO
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

capital, CV
Capital and
others
Operati India and 48 European and India Oyo’s portfolio 80+ cities
onal South-east Asia 18 Southeast comprises more across India
Cities Asian countries than 23,000+
hotels in 800+
cities in 18
countries
around the
World
Social Facebook page The Facebook Facebook page Oyo’s Facebook Facebook page
Media has 2.19 M likes page has 956K - has 1.6M likes page has 809K has 14K likes
presenc and 2.18 M strong and 1.6 M likes and 825K and 14K
e followers community followers followers followers
 61.5K Twitter  14K Twitter  19.8K Twitter  47.8K Twitter  863 Twitter
followers followers followers followers followers
 51K YouTube  13K YouTube  40K YouTube  15K YouTube  700 YouTube
subscribers subscribers subscribers subscribers subscribers
 53K LinkedIn  Around 25.5K  12K LinkedIn  445K LinkedIn  8872 Followers
followers LinkedIn followers followers on Instagram
 27.8k Followers followers  75.4k  101k Followers
on Instagram Followers on on Instagram
Instagram
Product Flight booking  Flight booking  Air tickets,  Hotel Booking  Flight booking
s and  Hotel booking  Hotel booking customized Differentiated  Hotel booking
Services Train ticket  Train ticket holiday hotel products
booking booking packages, like
partnered with partnered with hotel bookings, OYO Townhouse
IRCTC IRCTC railway tickets, – Friendly
 Cab booking  Express way - bus tickets, car Neighbourhood
 Value Added lets users store hire and Hotels
services like traveler profile facilitating  Oyo Silverkey –
route planner, and payment access to travel Executive Stays
train status information insurance  Oyo Home –
check etc. securely to make  Ixigo Homestays
one click Entertainment:  Additionally Oyo
bookings Originals and has diversified in
 In-app flight More home rental
amendments -  Ixigo trains app space
In April 2013 this will now have
was launched to news and
modify flight entertainment
bookings section
entirely on web Trip planners
 Price Lock - In  Ixigo doesn’t
October 2016 sell anything.
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

Cleartrip All the

enabled its users payments are
to lock prices for done at the
flight bookings third party
through its websites
feature
PriceLock
 Activities -
Launched in
2016, local
things to do and
activities
platform Local
Activities started
with 15000+
experiences.
Cleartrip
introduced
Activities with a
switcher icon to
keep travel and
local within the
same app
Business Model
Revenue Goibibo’s Cleartrip’s Ixigo makes  Oyo books a part Zha said
Model revenue model claims to be money in two of hotel HappyEasyGo
is based on a earning a margin ways – by inventory charges less
commission of 15-20% from generating beforehand than its
earned per its hotel and 
qualified leads, Oyo organizes competitors.
booking. The activities and by running the booked While other
commission businesses and a targeted rooms under Indian OTAs
their brand
amount is margin of 5-6% advertising on purchase
name
between 20- from the flights its site. airline tickets
 Oyo signs a
35%. Margins and trains Ixigo has directly from
contract with
are lower for air booking. With clocked over the hotels to the airline
tickets but average ticket Rs. 113.5 crore provide companies,
higher number size for domestic in net standardized 90% of the
of transaction booking is revenues in services to their tickets on
make up the between 8,000- FY19. With customers HappyEasyGo
revenue 9,000 rupees this, the  The bookings are arranged
while on company is on are made by third-party
international path to through the travel agencies
bookings it is achieve website and who get it for
between 24,000- profitability mobile lower prices.
application
25,000 rupees. this financial HappyEasyGo
 Then customer
year (FY20). has introduced
books rooms at
Cleartrip carries In addition to the NASDAQ
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

around 2000 to this, the predetermined listed star

5000 Gurugram- prices by Oyo social e-
transactions per based online  Oyo earns from commerce
day in flight and marketplace the margin PDD’s group
hotel bookings said has  Oyo does more buying model
and planning to crossed Rs. than 15 million in India. Users
increase it to 10 1,584 crores of booking in last are eligible for
year and has an
to fifteen GTV in FY19, a discount or
annual growth
thousand in and is all set to cash backs if
run rate of
coming years. cross an approximately they share the
This is against annual GTV 400B every year link and invite
30,000 run rate of Rs. more people
transactions per 2,000 crore to the
day. Which platform. Zha
makes Cleartrip said
market share HappyEasyGo
around 10 is the first
percent of total investment
online booking Samsung has
market made globally.
HappyEasyGo
is listed on My
Galaxy app.
HappyEasyGo
launched the
hotel booking
service early
this year. Zha
Yanqiu said the
company is
cooperating
with Fab Hotel
(500 plus
hotels across
India) to
provide lowest
price for users
Strengths & Weaknesses - Analysis

Strength Goibibo has its A simple UI aids One of the  Standardization Cashback to
s biggest strength customer earliest of facilities – bank accounts
of air travel experience entrant in the This allows feature which
booking as it  International tie- market customers to is unusual in
has the lowest ups bring in  Secured and have a uniform market
ticket over all higher margin trusted experience  Huge funding
the ecommerce business channels for across from giants like
platforms of properties
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

travel booking  Introduction of payments  Clearly defined Samsung,

 Fast and easy flexible booking Excellent products – Korean
refund and option has been UI/UX Customers know Investment
service for all well received by Attractive what to expect partners(KIP),
the product line the customers offers on flight when booking a Zero2IPO etc.
 Recently bookings room as there  Disrupting the
acquired  Strong social are clear market with
RedBus.in, media brandings for 27000+ flight
providing it a presence room and booking per
competitive property types day
advantage over  Diversified
others product
portfolio
 Geographical
Diversification
allows Oyo to
absorb shock
like localized
market
downturn
Weakne Operating in a  Lack the war  Doesn’t sell  Co-branding  Has very few
sses cut-throat chest to anything and Strategy – Every products
sector, still lacks compete with has to depend bad experience (Flights and
a big market leaders on third party affects the hotels
differentiating  Lack of a websites and image of the booking) unlike
product diversified funding company competitors
 Lack of a lean UI product  Doesn’t have directly  Recent entrant
inhibits internet portfolio limits multiple  Tight margins – in the market
reluctant users monetization revenue Like aggregators Lot of
 Train booking avenues models in other space, a negativity in
drains more  Still not one of  Very low recall quest of market the social
revenue than it the most value even leadership has media
earns for the familiar brand in among existing meant ever-  Less number of
company the market customer thinning margins followers on
because of and high social media
captive ITCRC operational cost
policies incurred on
marketing
Pain  Ever-thinning  Brand building  The business  
Stiff competition They have not
Points profit margins still a work in model of in the budget been able to
 Lack of a progress aggregating hotel category come up with a
differentiating aggregators  Continuous unique offering
product often confuses diversification to make
customers in a means it has to themselves
low-trust keep re-working stand out in a
society its revenue market with
model and keep pre-existing
burning cash well
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

established
players
Product Analysis
Platfor Windows, Windows, Windows, Windows, Windows,
ms & Android, iOS. Android, iOS Android, iOS. Android, iOS. Android, iOS.
Tech Has both Uses 106 Has both Has both Has both
stack webpage and technologies for webpage and webpage and webpage and
mobile apps. its website. mobile apps. mobile apps. mobile apps
Goibibo These include Ixigo uses Oyo uses
uses 26 technol Viewport Meta, 52 technology 46 technology
ogy products IPhone / Mobile products and products and
and services Compatible, and services services
including SPF including Goog including Google
Google le Analytics, Analytics, WordP
Analytics, Word WordPress ress, and G Suite
Press & Vimeo & Vimeo
App Android - 4.3 Android - 4.3 Android: 4.5 Android: 4.4 Android: 4.1
rating iOS - 4.7 iOS - 4.5 iOS: 4.6 iOS: 4.7 iOS: 4.6

App Android - 659 K Android - 256 K Android – 1M Android - 354K Android - 24K
reviews iOS - 318 K iOS - 39.7 K iOS - 202.7 K iOS – 55.3K iOS – 3.6K
User  Mixed reviews  Flight booking  Most of the  A common  Booking is
Experien about the app experience was reviews concern is that seamless
ce in itself mixed as some regarding hotel refuses  A lot of
 User faced issue users were train/hotel accommodation negative
while booking charged twice searching are after reservation feedback is
trains as money for a single ‘really good’  Inordinate delay because of
was deducted ticket  Major issues in reaching customer care
but booking  Lack of a that user faces customer care service and
was not tracking ID is a are regarding  Users had no cancellations
confirmed major pain point outdated train complaints
 Hotel booking in customer timings and about app
experience was tickets payment functionality
admixed bag as failures  Latest version is
hotels at times well liked
refused
accommodation
Function In app In app Very smooth Lean and Very smooth
ality experience is experience is and usable. minimalistic and usable.
good, but since really good with Easy to design and easy Easy to
hourly booking an uncluttered understand to understand UI understand
is not UI adding to and navigate and navigate
advertised user delight
enough, people
skip the option
No. of Android - 10M+ Android - 25M Android - Android - 10M + Android - 1M +
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

downlo iOS - 3M iOS - 10M 50M+ iOS - 3M + iOS – 250K

ads iOS - 2M +
Future Initiative
Initiativ At Goibibo, they Cleartrip has Rajnish Kumar, Oyo has Zha claims that
es and have built a announced the co-founder and expanded the firm has
Road smart assistant launch of an CTO, Ixigo aggressively grown about
ahead – a Chabot innovative 2- said,” Cheap geographically in 12-15 per cent
called Gia, a dimensional smartphones the last one year every month in
conversational filter for flight and even and is seeking to terms of flight
interface to bookings on its cheaper data enter ever new booking in
support the mobile has triggered markets. It has FY19. Although
work that was application. the demand quickly become he didn’t share
typically done for digital the 4th largest the numbers of
through call The new 2-d entertainment hotel chain in daily bookings
centres. filter will deal in India. We China. it used to
Value added with the flight will provide Oyo has also execute during
features like duration and the immersive, added new Jan-Feb 2018,
seat and meal ticket price seamless and a products both in according to
selection, auto which are the high-quality its hotel Entrackr’s
check-in and two crucial viewing offerings and in estimates it
hotel reviews factors that experience other product must be in a
and images dominate users’ which appeals segments like range of 2,000-
collection travel decisions to both urban home rentals. It 2,500 at that
through Cleartrip and rural aims to become time.
WhatsApp built- recently audiences and a market leader For
in Android APIs. upgraded its can be in home rental perspective,
They have also 'Multi-city' consumed on- space and is during quarter
introduced a feature to solve the-go.” target young third (Q3, Oct-
new feature in for the traveller mobile customer Dec 2018
the app called – challenge of The eight- segment. Home period) Yatra
‘Secret Hotel booking a episode rentals will serve revealed that it
Secret Deal’ complex multi- original series as a stable had processed
where many of city itinerary. Zindagi Express source of 2.5 million
the last minute Cleartrip has is streaming revenue stream tickets. This
travellers can already live on the for the essentially
book hotels demonstrated Ixigo trains app company. asserts the fact
within minutes their ability to from June 4 that it was
in just 3 simple execute booking little
steps geographic over 27,000 air
Goibibo Xpress diversification tickets every
–a successfully by day. While
conversation becoming quarter 4
based app market leaders result is yet to
targeting the in UAE in a short be filed by
next 100million span of time and Yatra, Zha’s
 Market Research | Goibibo Microstays
User Research - http://bit.ly/msandeepur
Prototype - https://marvelapp.com/56fejg7/

internet users they will claims of

who are fairly continue to look dethroning
new to the web for opportunities Yatra from the
and primarily to delight second spot
use budget customers seems
smartphones in related travel promising
corridors across
India, the Middle
East and North
Africa