Wanderlust

Lost and found: Booking.com in India

Booking.com run by the world’s largest online travel agent Priceline Group has been in India for five years. It couldn’t fight the discounting battle but says, it now has a fix on strategy. Will it be able to survive what its biggest rival Expedia couldn’t?

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If one were to ask, who is the Google of travel world, the answer would be Booking.com.

The company entered India in 2012. At first, it kept its head down, doing what it was good at–tapping travellers going in and out of India. But as the online travel market grew, it went after the domestic market, people travelling within India. This didn’t pan out as expected. India is the stronghold of online aggregators (OTAs)—MakeMyTrip, Yatra and Cleartrip. Booking.com hummed and hawed.

Over the last five years, Booking.com has got 28,000 hotels (including…

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