Huella Travel

Gaining into Hong Kong consumers

DATE: 18/11/2014
Submitted By:
Group-7
Devesh Garg
Rohit Jangid
Shahbaz
Swati Garg
Vaishali
Vinesh Jindal

HUELLA ONLINE TRAVEL

Malaysian based online travel portal

Targeting Greater China and rest of Asia
Total revenues US$100 million across all markets by 2006
Subsidiary of Blue Rock and Your Journey Partner

BUSINESS MODEL
User friendly design for both main and regional sites
Easy to navigate
Attractive deals

Worldwide flights, hotels and car rentals

Strong Search function
Consumers could search for any combination of offers from a wide variety
of suppliers
Allowed users to modify their search parameters & look for best fares

BUSINESS MODEL
Accepted only online bookings
Charged a fee of US$4-11
Customers could also opt for paper tickets with extra charges for postage
Offered various payment options- credit cards, bank transfers or bank draft
Security of Huellas websites
All website VeriSign secured
Offered Verified by VISA and MasterCard SecureCode services as additional security
measure
Centralized security control model using secured server of the parent company

Development of flight booking system

Started with Travel agents to obtain real time data, followed by
Airline Reservation System(ARS), Computer Reservation
System(CRS) & Global Distribution System(GDS)
Air travel Pie Company that owned CR developed highly
profitable technology
Credit
Card
companies;
6
Travel
Agent;
30
AR/CR/GD; 10
Airline Revenue; 254

HUELLA IN HONG KONG

Launched Hong Kong site- Huella.com.hk- in 2000
Served Hong Kong and Macau
Despite setbacks, revenues increased from HK$48.4 million in 2002
to HK$80.7 million in 2006(66.73% growth)
Still revenue growth less than expected and performance lower
than in other markets
Discrepancy between Hong Kongs low interest in online travel and
its high internet usage penetration(59%) & techno-savvy population

Existing Research
Hong Kong based market research company hired to conduct a
study on Hong Kong market
OBJECTIVES
General purchasing habits and attitudes towards travel and vacations,
particularly online travel
Awareness of the Huella brand
Attitudes and perceptions towards the brand & its Hong Kong website vis-vis competitors
Usage pattern vis--vis competitors

Key Findings From Previous Research

Brand Awareness : Low ; Majority of them have never heard of Huella
Brand Image : Used Collage technique, perceived as Risky and Unreliable
Brand Positioning : Cateogarised Huella with other online agents as
Group A ; traditional agents in Group B
Group A : used only for checking prices not for buying tickets
Group B : Used since many years, perceived as more economical and
reliable
Usage Pattern: Huella mostly used for information provider and purchase
taken place from traditional brick and mortar agent.

PROBLEM STATEMENT
Management Decision Problem
What steps can be taken to increase Huellas market share in Hong Kong ?

Marketing Research Problem

Design a research to confirm the findings of earlier research
Check the representativeness of earlier research
What are the factors leading to Huellas riskiness perception
Whether incentives or endorsements can improve Huellas riskiness image
What characteristics of Brick and Mortar travel agents appeal to Hong Kong consumers
How many consumers use Huella only to compare the prices

Thank You !!