India’s OTAs: Superapps in the Making?

Summary

India’s online travel agencies are rapidly evolving, driven by booming tourism, digital adoption, and increasing competition from direct supplier channels. To stay ahead, OTAs are expanding services, integrating AI, targeting smaller cities and pursuing superapp ambitions – offering everything from flights and accommodations to transportation, financial products, and loyalty programs in a single platform. While classic brands leads in market breadth, competitors are carving out niches in corporate travel, rail, luxury and regional markets. The race toward a true travel superapp is intensifying, but meeting challenges in activity-based offerings and customer engagement may determine which OTAs achieve this vision first.

Phocuswright’s India’s OTAs: Superapps in the Making? examines the ever-dynamic Indian OTA sector, focusing on growth and transformation by market players. Key questions answered by this research include:

• What are the offerings of major Indian OTAs, and which channels are they present in to serve their diverse customer base?
• How is the potential of the Indian market providing OTAs with opportunities to expand into various segments and channels while doubling down on their core strengths?
• How close are Indian OTAs to realizing their superapp dreams, and which players are leading the charge?
• How do India’s OTAs differ in their approach to becoming superapps?