30 minute interview

'Travel industry is in a state of flux'

Beatrice Tarka Co-Founder and CEO, Mobissimo

Having successfully launched Mobissimo's India site in May this year, Beatrice Tarka, its co-founder and CEO, is trying to establish the Mobissimo brand name as the No.1 travel search engine in India. In an exclusive with Jyoti Koul, Tarka shares her business plans.

What marketing options have you explored in India?

After successfully launching our India site, Mobissimo.in, in May this year, we have communicated with the market through PRs, blogs and online advertising campaigns to establish the Mobissimo brand name as a travel search engine in India. We have targeted online portals, media sites and selected websites that cater to Indian customers interested in travel. We are continuing our marketing options by expanding our distribution partnerships and are also exploring offline advertising options.

Which international markets show most promise as far as online travel is concerned?

We see that growth is faster internationally than in the US. To detail the emerging travel markets, first is Asia with China, India, Malaysia and Korea; second is Latin America with Mexico and Brazil. Eastern Europe is also growing at an amazing pace.

Do you have any plans to expand further?

We focus on entering the most dynamic travel markets. Mobissimo is already present in the US, France, India and the UK and we'll expand further in Asia, Latin America and Europe to reach more local markets.

Who according to you would be the key players in the market?

The travel industry is in a state of flux. Things are changing and the travel eco-system is evolving rapidly. What's new is that suppliers drive traffic directly to their own websites. Travel search engines, such as Mobissimo, represent the supplier's most economical distribution channel. By driving the users to their websites directly, the suppliers have put pressure on traditional online travel agencies that has affected the market share of existing players. Mobissimo's revenue comes from advertising and referral fees. This new business model is in marked contrast to traditional online travel sites that make money from booking fees from consumers and commissions from airlines.

What factors will drive online travel by 2010?

The growth trend in online travel (more travel sites, more airlines, more hotel inventory - all available in disparate places) will make the end-user search experience more and more complicated. Specialised travel search engines such as Mobissimo will simplify the process and organise information for end users - in one single search.

What role does technology have to play in shaping the future of travel?

Technology simplifies the process of searching and will empower users all over the world with more and better options; they will be able to access fares and information from hotels and airlines that are not on GDS. GDS is still an expensive option, which is why many hotels don't link to it. Currently, traditional travel agencies and even the old-school online travel agencies access only a fraction of all available air and hotel inventory. For example, only 70,000 hotel properties out of 4,00,000 worldwide propose their inventory via GDS.