A first of its kind among tour operators, Cox and Kings India's strategic alliance with MSN India has enabled it to generate eight-10 per cent of its holiday bookings business in the past year.

The number of inquiries for their travel bookings has also shot up by 28 per cent in comparison to last year after the tie-up with MSN India. Cox and Kings has also brought in Tourism Malaysia, Switzerland Tourism and Spain Tourism Board among overseas partners and Chhattisgarh Tourism Board amongst domestic partners to work with MSN India on some new online promotional activities. The various services offered by the tie-up include destination information, air tickets and hotel reservations, foreign exchange, domestic holidays and tours, international holidays and tours and also documentation such as passport assistance, medical insurance, etc.

Gopi R Iyenger, business development head, Cox and Kings India said, "We at Cox and Kings believe that the Internet is the current frontier in marketing and distributing our products. The traveller from the upper and upper-middle segment is very Net savvy and in fact uses the Internet for travel-related information extensively."

MSN South Asia director, Shriram Adukoorie, added, "The ways in which different industries are harnessing the web is a proof of the versatility and flexibility of the medium and its wide reach. MSN India is committed to making the web more useful and we are proud that our association with travel and tourism partners demonstrates that commitment."

Cox and Kings India also plans to develop one main website for Cox and Kings India, US and UK in the coming months to facilitate queries from its customers.