Booking.com started its India operations in 2012 but has faced stiff competition from not just homegrown online travel companies such as MakeMyTrip, Yatra and Cleartrip but also from hotel aggregators such as Oyo and Treebo, besides global competitors Airbnb and Expedia. Competition is set to intensify with homegrown online retailer Flipkart tying up with MakeMyTrip to provide its users travel options. Booking.com says Indian travellers are increasingly showing preferences for non-hotel accommodation options such as villas, havelis and apartments, less expensive options like homestays, and eco-friendly options such as tree houses and houseboats. Around 70% of the company's inventory of 44,000 rooms in India comprises non-hotel rooms and that helps it take on rivals like Airbnb, Vikas Bhola, head of Booking.com’s Indian subcontinent business, told TechCircle. This percentage share may well increase in the future. Get the full story at Techcircle