Bezurk.com set to enter India, eyes China in early 2008
As part of its plans to be the region–wide leader in the travel search engine category, Bezurk.com is set to launch its operations in India in October this year. (8/30/2007)
Launched in mid–2006, Bezurk.com is already available in Singapore, Australia, Malaysia and Thailand. Other than India, the other new market in the pipeline for the company is New Zealand (also scheduled for October launch).
“We are trying to expand across the Asia Pacific region as quickly as we can,” said Bezurk.com CEO Martin Symes, adding that the region-wide presence significantly improves supplier proposition.
“(As far as India is concerned), we have signed a distribution partner in India, a big portal. Initially, we will be handling supplier relations initially from Singapore,” Symes told EyeforTravel.com’s Ritesh Gupta. The name of the partner is going to be shared in October.
Referring to the new market entry strategy, Symes referred to factors such as securing critical mass of traffic, sophistication level of content offered by local suppliers and creation of a localised home page. Symes said such factors tilted the decision in favour of India vis–a–vis China.
On issues related to China, Symes admitted that Bezurk as a name really doesn’t work in this market as per the indications from the research findings. “So the first thing we are doing is to change our name,” said Symes, a speaker during the EyeforTravel’s Travel Distribution China in Shanghai. He said the other critical issues include whether to go for the venture in partnership or not, will suppliers pay or is it just a display advertising model etc. “We don’t just want to chase unprofitable traffic,” he said.
Talking about the category, Symes highlighted, “Search engine users are at the beginning of their search. Travel search engines users are near the end. They know what they want to buy, from which supplier and at what price. And therefore deliver superior conversion rates to suppliers.
Referring to a supplier friendly approach, Symes highlighted following parameters:
· Don’t display supplier content without permission
· Employ supplier-specific access methods to minimise supplier costs
· Flexible remuneration models
· Multiple points of sale