OYO research reveals Indian travellers’ ‘Impulse Planning’ paradox


A majority of Indian travellers are increasingly packing their bags and setting out on impulsively planned trips. Yes, Impulse Planning is much like Military Intelligence, which Groucho Marx called a contradiction in terms, but jokes aside, the paradox of Impulse Planning has indeed emerged as the top driver for outstation trips for both, business and leisure. That’s what OYO’s year-end analysis of hotel-bookings in 2016 confirms. In fact, as many as 61% of all the bookings made on OYO platform were made within 24 hours prior to check-in.

Impulse Planning may well be a very ‘Indian traveller’ thing, but make no mistake – despite the last-minute bookings, travellers’ expectations in terms of service, facilities and experience are pre-determined and absolutely non-negotiable, with WiFi, breakfast and hygienic rooms the three biggest priorities for guests. That’s another finding of OYO’s research.

Some other nuggets: The most searched terms on OYO: OYOs with View, Hills, Beach, Couples, Unmarried Couples, Couple… Click To Tweet’. The most tech savvy travellers, in terms of the maximum growth of app bookings, were from Chennai, Goa and Gurgaon. And an OYO was booked every 4.8 seconds. Which isn’t surprising because with 7000 hotels in over 200 cities, OYO is India’s largest hotel-network. In fact, there have been over 5 million check-ins at OYOs to date.

But with bigger numbers comes greater pressure to deliver. “Along with the surge in bookings from impulse travelers both within leisure and business segments, we see an emerging paradox in that even as travel-planning cycle reduces further, the expectations from on-ground suppliers and agents is of delivering a non-negotiable and predetermined experience,” says Kavikrut, Chief Growth Officer, OYO,  “Thus the onus on travel partners such as hoteliers and those offering travel-related services is to ensure consistent, high-quality service delivery. We, at OYO, employ tech-enabled solutions to deliver standardized user experiences.”

Using its data science and pricing tech, OYO also identified the most-expensive and most-affordable localities for budget hotels in top travel destinations.

City Most Expensive OYO Rooms’ Locality Average tariff (INR) Most Affordable OYO Rooms’ Locality Average tariff (INR)
Ahmedabad Vastrapur 2023 GIDC Vatva 607
Bangalore Bangalore Airport 2137 Indiranagar Extension 1181
Chennai Vadapalani 3008 Egmore 770
Delhi Pragati Maidan 3800 Paharganj 1292
Goa Candolim 3172 Arambol 2238
Gurgaon Manesar 2711 Sohna Road 979
Hyderabad Kondapur 2380 Abids-Nampally 1436
Jaipur Amer 1608 Sindhi Camp 1194
Kolkata Ballygunge 2014 Ruby Hospital Kolkata 1324
Mumbai South Mumbai 5276 Thane 2231

What this tells you is more than just the very interesting emerging trend of impulse planning for travel in India — it also also tells you that OYO Rooms is now so widespread in presence and availability, it is possible to set out on a trip to a destination you will arrive perhaps the next day, and still be quite sure you will be able to find good, comfortable hotel accommodation standardized to excellent common parameters of comfort, security and service across thousands of OYO Rooms establishments all over the country.  Oh, and happily, at affordable prices. To my mind, it is primarily due to the impact of OYO Rooms in the marketplace that so many high-end chains are seriously considering and have ventured into the economy range, creating an affordable  range of properties. I can think of no  other single bigger disrupter than OYO in the hotel industry in India, creating better value for the growing numbers of consumers.

So the next time the travel bug bites you of a sudden, just do what 61% of those who booked OYOs on its app did – indulge in impulse planning. Hit the breeze, and arrive without accommodation worries.

 


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