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?

b-f1-png.png

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…

To access this content, you must purchase Monthly Recurring or Quarterly, or log in if you are a member.

Read the full story now. Subscribe to The Ken

Stories on The Ken are available only for its subscribers. Join us now to get instant access.

Have an account?

Related stories

More stories in /Analysis & /Business

See all in Analysis & Business

This story is exclusively for premium subscribers. Subscribe now to get access.

Read the full story now. Subscribe to The Ken

Why should I pay for reading your stories?

Lots of effort We go to lengths to put in time and resources required to get the most factual, honest stories out there.

Advertising independent Our primary allegiance will always be to our readers. We won't be swayed by our advertisers and investors.

We can't do all of this by giving away our journalism for free and selling our readers by the thousands to advertisers.

Get premium access