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With the online travel sector growing by leaps and bounds, is gearing up to meet various challenges while chalking out an aggressive growth plan. Dhruv Shringi, Founder and Executive Director,, is, however, optimistic that the present scenario would only help the common man by empowering him to choose from the various travel options available in the market to take appropriate travel decisions.

“There is a huge challenge ahead for us – both in terms of macro and micro factors. Firstly, for more people to log on to OTAs (open travel alliance) they have to be educated about the value that we offer to them,” said Shringi.

He further said, “Currently, only 4-5 per cent of the population are using such services, while the rest pose a huge potential market. Secondly, we Indians need to feel the value of something before we have consumed it, be it a good or a service, which is why we still go to the corner travel agent though we get limited choices or wait in queues to book tickets. We need to set aside such myths. People who have used our services will continue to do so, however, to get new users to use such services is the key challenge.”

Shringi pointed out that the co-ordination amongst various players and multiple travel modes across the country was a challenge. “Sometimes people are promised something and delivered something else when they reach far flung destinations, hence, they have no option but to use such facilities. Trust is the key word here,” he said, adding, “OTAs help break down such barriers by having only tested and credible services on offer. OTAs also provide a convenient and transparent platform for comparing services of different suppliers and provide maximum choice to the customers. This process of empowering the customer is what will ultimately be the OTAs’ USP.”


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