Huella Online Travel: Gaining Market Insight into Hong Kong Consumers Harvard Case Solution & Analysis


Huella Online Travel was founded in the year 1999 in the city of Kuala Lumpur, Malaysia. The company is an internet based travel portal that has been targeting China and different parts of Asia. Huella has been a subsidiary of Blue Rock which is a United States based private equity company that has been owned by a majority of stake in the company, and also by Your Journey Partner, which is an online travel agent that is headquartered in Australia.

The parent company, Blue Rock, has also owned its stake and share in carriers such as Cathay Pacific, Singapore Airlines, Japan Airlines, China Airlines and the Air China along with the Korean Airlines and EVA Airlines also. The subsidiary of Blue Rock has entered into markets such as the Chinese, Taiwan, Hong Kong, Japan, South Korea etc. The company has accumulated a profit of $100 million until 2006.

Problem Statement

The major problem that has been identified in the case “Huella Online Travel: Gaining Market Insight into Hong Kong Consumers” is the fact that Huella Online Travel Ltd. It is a travel portal that is based in Asia, which has made the company achieve a total revenue of US $ 100 million in the year 2006.

The website was launched in 2000 and as per the qualitative research study that has been carried has indicated that the low brand awareness of Huella and the overall risk averseness of the Hong Kong research has confirmed that the low brand awards is the major issue.

Along with this, despite the high usage of internet in Hong Kong, it has shown poor customer traffic purchasing tickets online. To actually bring in success for the company in the market of Hong Kong, the company has explored the different marketing objectives in order to ensure that the sales of online airline tickets increase in the Hong Kong market.


North American online travel agents market:

The North American online travel agents market has been one of the most competent and revenue generating markets. The reason is simple, most of the consumers or the clients who have been travelling in this part of the world have been purchasing tickets through online portals or through the travel agents that are designated and appointed by the airlines.

Moreover, the customer base in this part of the world is also quite large where the percentage of frequent travelers in North America is quite high. The people in this part of the world use aircraft and the airlines as the most convenient method of reaching from one place to another. In such situation, it is rather most revenue generating markets.

Along with this, another major market that have has making the companies achieve success in the market is that the different players in the North American air ticketing market offers customers different hotel packages as well.

The overall situation of the North American online travel agents is, therefore a market that is integrating new features models to make sure more customers come over the websites to purchase tickets. This has been the major source of generating revenues for the airlines because different airlines look upon the sales agents to generate and increase the customer base.............................

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