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Tour operators merge online with offline to tap digital customers

Online travel booking is a largely untapped market, especially in Tier-II and Tier-III cities, which contribute only five per cent to the overall transactions

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The report by Bain & Company forecasts nearly $24 billion in incremental bookings to be done online by 2021 | Photo: iStock

Nirmalya BeheraJayajit Dash Bhubaneswar
Leading tour operators are combining their online and offline plans to grab a bigger share of the under-served digital travel booking market.

Online travel booking is a largely untapped market, especially in Tier-II and Tier-III cities, where it contributes only five per cent to the overall transactions.

A recent study released jointly by Google and management consulting firm Bain & Company shows that despite India’s active internet user base of 390 million in 2018, most users are reluctant to transact online, banking on offline consultation to seal their tour deals.

For Thomas Cook, the expertise of its tour operators continues to hold sway

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First Published: Apr 30 2019 | 6:10 PM IST

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