Amsterdam-based Booking.com, one of the world’s largest online travel agencies, is shifting its focus towards India as a priority market. The company has witnessed a substantial surge in Indian users who are not only exploring international travel and accommodation options but are also increasingly interested in domestic travel, according to Santosh Kumar, Country Manager for India, Sri Lanka, Maldives, and Indonesia at Booking.com.
As the official accommodation booking partner for the upcoming ICC Men’s Cricket World Cup 2023, Booking.com anticipates a significant influx of tourists to India in the coming months.
Kumar highlighted the company’s commitment to the Indian market, saying, “India is a priority market for us globally, and we want to continue to invest here as we see great potential in the market.” To enhance its relevance to Indian consumers, Booking.com has taken several strategic steps, including launching its website and app in Hindi earlier this year for both partners and consumers. The company has also increased its social media presence and introduced a dedicated Instagram handle for India. Local campaigns and initiatives are also in the pipeline to further connect with the Indian audience.
In addition to enhancing its front-end presence, Booking.com is building its backend operations in India. It has established a Center of Excellence in Bangalore, currently staffed with approximately 300 employees, with plans to hire an additional 200 by year-end. This expansion includes experts in fintech, software development, engineering, and related fields.
Booking.com boasts a global listing of 29 million accommodations, with approximately seven million in the alternative accommodation segment. During the last quarter (April to June 2023), travelers booked 268 million room nights, with 34% of bookings in the alternative accommodation space.
The company has a history of collaborating with major sporting events worldwide, including its partnership with the ICC over the past five years. Indian cricket captain Rohit Sharma serves as one of Booking.com’s global brand ambassadors, contributing to the platform’s popularity for booking stays.
With the ICC Men’s Cricket World Cup 2023 approaching, Booking.com is witnessing a substantial increase in searches for cities in India hosting matches. Several Indian cities, including New Delhi, Mumbai, Bengaluru, Chennai, Kolkata, Hyderabad, and Ahmedabad, are among the top domestic destinations searched by Indian travelers from October 1 to November 20. Additionally, cricketing nations like the UK, Australia, Netherlands, New Zealand, and Sri Lanka are the top five countries showing interest in visiting India during this period.
Booking.com’s data reveals a significant rise in inbound travel, with a 15% year-on-year growth in flight searches from cricketing nations to India for departures between October 1 and November 20. Notably, Australia has seen a 31% increase in searches for travel to India in October, while England has recorded a 10% growth in searches for the same period.
As India gears up to host the ICC Men’s Cricket World Cup 2023, Ahmedabad, the host city for the opening match, the final, and the highly anticipated India vs. Pakistan match, has become one of the top-searched routes for travelers.
Kumar also noted that post-pandemic, people are taking more trips on average despite higher prices, and demand remains robust. The company continues to monitor market dynamics closely as travel patterns evolve.
