How Yatra.

com Delivers Its Service to Customers

Indians over ages had the passion of traveling and exploring his own country and
know about its various history, culture, cuisine, tradition as much as possible. It is this
curious nature of Indians which has given a boost to the tourism industry; enabling it to
rake in the moolah. Traveling far and near has become one of the areas of interest of
people today. Due to the effects of globalization and modernization there has been
numerous reasons to travel to destinations within the sweetest possible time! People now
just have to fantasise about their dream destination, contact a travel associate and realize
the dream with his/her monetary resources.
To visit any place in the earlier times, people needed their own time to plan the
whole affair, which is not the case nowadays. Earlier you had to plan ahead of your visits,
choose the tour operator, book your flight/train tickets in advance (with limited choices, of
course), reserve your hotel room, arrange your departures, etc. With the acceleration of
technology everything is just a few clicks away. Tourism industry has always supported
the flourishing graph of the economy of India by attracting a huge number of Indian and
foreign tourists. Also the mindsets of people have changed. They are more moving
towards the trends of travel and rejuvenate.It is this synchronization of rejuvenating and
refreshing ourselves alongwith the tour is catching up the attention of people today. This
has definitely given a boost to the prospects of this industry.
The Indian online travel industry is poised to grow at a very fast rate .Over the last
few years, the Indian online travel portal market has seen a lot of action-emergence of
players, venture capital investments have been made, aggressive online marketing
campaigns have been arranged. Nowadays, international players are considering their
entry into the market-to grab a good market share. It is also one of the fastest growing ecommerce service in India. Few prominent players existing in the market includeMakeMyTrip, Yatra, ClearTrip, TravelGuru & Travel Mart India .They have been
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providing exceptional services to their customers and savouring their uniqueness to serve
its customers in a better way on a day-to-day basis.
Facts about Indian online travel industry
o The Indian tourism industry offers online booking system, one of the
sophistications marking the technological advancement in this sector. These online
bookings are applicable for booking the air tickets via Internet by logging on to the
website and also booking the hotel room of the place to be visited.
o The online tourism industry has accounted for a turn over of USD 800 million
which is apparently 14 percent of the entire travel and tourism industry.
o The Role of Tourism Industry in Indias GDP also features medical tourism that
includes traditional the rapies like yoga, meditation, ayurveda, allopathy and other
conventional systems of medicines is currently estimated at USD 333 million and is
most likely to reach USD 2.2 billion by the year 2012.
The online travel market in India has witnessed tremendous growth and is attracting
large number of national and international players. Private equity players have made huge
investments in the online travel agency (OTA) segment in the past two years.
More facts :
o Total tickets available for sale (Only Domestic) per day are : 275,680
o Total Ticket Sold by all OTAs per day = 51690
o Market size for Indian OTA Industry in Domestic Flights: 9000 crores
approximately
o Nearly 40% of the tickets sold are through OTA.
o On an average, every aircraft in India does 5.6 flights per day
If airlines could further manage route optimization and do 1 more flight per day, at
6.6 flights per day, OTA Industry Sales will be up by 15%
o Growth of Online Travel Industry in India:
o Growth of internet
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o Growth in low-cost carriers

o Secure payment mechanisms
Main Challenges:
o Low margins & high operating costs
o Poor internet and credit card penetration
Trends:
o
o
o
o

Competition in online ticket booking is moving away from air to non-air segments
Online travel going mobile: changing e-travel to m-travel
OTAs looking for offline counters leveraging on their brand value
Meta search engine is the latest innovation in online travel

Broad areas of Online travel industry in India:

1.
2.
3.
4.
5.

Ticket booking - Air & Non Air

Tele Reservation
Car Rentals
Tour Packages
Air travel dominates the current online travel industry in India with 60%+ market
share.
Railway bookings are also now a days increasing and has a 20%+ market share in

online travel industry in India.

o Non-air ticket booking segment is growing fast with the entry of Indian Railways in
online space (www.irctc.co.in) and many OTAs providing online bus ticket.
o Large numbers of hotels have online portals for booking their inventory.
o Demand for tour packages have increased both among domestic and international
tourists.
Outlook of the Online Travel Industry
There are indications that the Indian travel industry would be doing a turn around in
2010 after a somewhat bleak season in 2009. This is also in line with the changing global
scenario, which is slowly recuperating from the worldwide economic slump. In 2009,
global travel markets dipped by as much as about 15% and India could not escape
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completely unscathed from the scenario. However, as of now, there are many positive
projections. In fact, there have been estimates that the travel industry would grow by 56%, which is a shade higher than the predicted global average growth of 4.5%.
Earnest government efforts are also highly likely to boost the travel industry. A case
in point is the successful completion of Terminal 3 in the Indira Gandhi International (IGI)
Airport. This terminal is now said to be the sixth largest in the world with a capacity to
handle 37 million passengers every year. Billions of pounds went into its construction.
The terminal spans more than four square kilometres and has 78 aerobridges, 97
automated walkways, and 168 check-in counters. It would not be unreasonable to assume
that many airlines would increase the density of flights to India as the country is now
better equipped to handle more visitors. With the opening of this terminal, India can now
also play host to the Airbus A 380, the biggest passenger carrier in the world.
Besides the completion of the new terminal, 2010 has also seen Delhi hosting the
Commonwealth Games. It was anticipated that over 3.5 million tourists would be
converging upon India to witness this sporting extravaganza.
This automatically implies that the travel industry would be doing brisk business.
Here again, the government had left no stone unturned to gear up for this event. In fact,
the entire city of Delhi was given a major face lift. Some industry observers have even
gone on to say that India in general and Delhi in particular might become one of the top
travel destinations in the world. This assumption is based on the surge in Sydney's
popularity after the Commonwealth Games were hosted there. Overall, the year 2010
seems to be the harbinger of better times for the India travel industry.
Everybody is eager for a share of the pie. Travel companies are falling over each
other to offer the best possible deals to lure tourists. This in itself is prompting more and
more bookings. Be it hotels, car hires, or airlines, 2010 would be one of those years when
one may expect unbelievable travel deals. Even domestic carriers like Indian Airlines are

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offering irresistibly lucrative fares to cash in on the overseas visitors who would flock to
India.
Introduction to Yatra.com
Yatra.com is a step ahead in the arena of e-commerce services which integrates all
the necessary modes of transportation and accommodation to make your trip more hasslefree and enjoyable.Yatra.com is a platform to facilitate your travel, book and deliver your
tickets electronically, book or reserve your hotel room and call for a taxi/arrange it in
times of need. This online portal is promoted by Mr. Dhruv Shringi, the co-founder and
CEO, who has been a very active member in transforming the organization to a 700
member family within a span of 4 years. The company is backed by investors like
Reliance Venture Asset Management Limited, a corporate venture arm of the Reliance
ADA Group; Television 18 Group, Indias premier business and consumer news
broadcaster besides being a leading media content provider and an internet player;
Norwest Venture Partners, which is a global venture and growth equity investment firm
and Intel Capital, which manages equity investments in innovation technology startups
and companies worldwide. It is also supported by a high profile Board of Directors who
have been at the helm of affairs for the betterment of its customers and shareholders.
In a recent survey released by ETs Brand Equity on Most Trusted Brands,
Yatra.com emerged as the industry leader in the online travel space leaving behind some
of the well known players like MakeMyTrip, ClearTrip and IRCTC. Conducted by
Nielsen Company, the survey is the largest of its kind in India, with a sample size of 8,
160 done across socio economic classes, age, income and geography. Yatra.com grabbed
14th position amongst the top 50 digital brands ahead of some of the most popular brands
like Twitter that was on 18th spot. In its tenth year, the study threw up a lot of surprises
with new entrants, the entrenched, and ones who have stood the test of time. As trust
becomes a key differentiator in the market exploding with brands, this definitive listing is
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a must for marketers, advertising firms, and, of course, consumers. After considerable
brainstorming by Brand equity & Nielsen, the list of 300 brands (217 consumer products
and 83 service brands) were finalized. Each brand was then evaluated on several
parameters. Sample size was identified on the basis of chief wage earners who contribute
maximum to the household income and the survey was restricted to SEC A, B and C in
urban India, with a view to focus on the prime target audience for consumer-branded
products and services.
Leading company in the online travel space, Yatra.com received the prestigious
CNBC Awaaz Travel Awards 10 in the category of the Most Preferred Travel Portal at
CNBC Awaaz Travel Awards 2010. Business channel CNBC AWAAZ, in association
with e-commerce business One Stop Shop, honored Indias best-in-class travel
destinations and tourism ancillary services at the fourth edition of the CNBC AWAAZ
Travel Awards 2010.
Yatra.com was awarded for its manifold achievements in providing a complete
travel solution to the customers thereby creating newer standards with its unique and
innovative business models. The theme of the awards this year was Ghoom India Ghoom
felicitating patrons of the Indian travel and tourism industry who have time and again
proved their vision and expertise on the global scale. CNBC Awaaz Travel Awards 2010 is
the second most significant achievement of Yatra.com in this year, after emerging as the
industry leader in the online travel space in a recently released Brand Equity survey.
Yatra.com, one of the largest and leading online travel companies in India, has been
announced as a winner of the 2008 Red Herring Top 100 Start-ups in Asia, a selection of
the 100 most innovative private technology companies based in Asia. This is a prestigious
award which recognizes startups that will lead the next wave with innovative and
potentially disruptive technologies. The Red Herring editorial board diligently surveyed
the entrepreneurial scene throughout Asia and identified the top 100 out of more than
1,000 closely evaluated companies that are leading the next wave of innovation. The 100
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winning companies have been announced at the Red Herring Asia event in Hong Kong.
Speaking on being awarded, Dhruv Shringi, Co founder & CEO, Yatra.com, said, "We are
extremely delighted and humbled to be shortlisted for this very prestigious category.
Being the only Indian travel company to be awarded endorses our position as a leading
player in the online travel space.
Yatras Business Model
Yatra.com is practicing a business model ubiquitously across all geographical
boundaries of the world. It is a mixture of various models combined together to achieve
significant growth in revenues and profitability necessary for business expansion and
facilitating value-added services to foster customer retention.
The various forms of e-commerce business models that Yatra.com propagates is as under:
o
o
o
o

Click and Mortar model (online presence+ physical store)

Broker Model (more predominantly B2B and B2C)
Advertiser model (online alerts and offers)
Subscription based access model (hot deals, hotel deals, Yatracare program)
Click and Mortar model is followed by Yatra because it has online presence to book

you deals and also stores are set up in various cities to help out its valued customers. The
leverage gained by the company is obviously wider and it has boosted its popularity.
Broker model is precisely the pivot of the online travel industry and is fostered
through tie-ups with allied entities like airlines, hotels, bus services, cruises, etc. In the
broker model Yatra follows the electronic storefront for the B2C e-commerce wherein you
as a customer can choose and book your deals online with ease and the sell-side
marketplace model for the B2B platform where Yatra.com acts as a third party/mediator
between the corporate and the actual offerer of the deal.
Advertiser model is also incorporated in the website of Yatra.com. The website
constantly updates its hot offers in the form of advertisements. They pop-up and direct

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you to links which is created for such specific purposes. This is an alternate source of
revenue generation for the company.
Subscription based Access model is a major turnaround business strategy-cummodel developed and embedded in the website to churn revenues and attract customers.
Hence it is seen as a two-pronged approach that on one hand talks about customer
attraction and on the other hand is an effective customer retention tool. The various
sections within the website like Hot Deals ,Hotel Deals & The YatraCare Program are
initiatives towards the growth and sustainability of this kind of a model.
Therefore, we can be very sure that Yatra as a whole does not follow a specific
business model but a set or combination of business models intertwined together. This is
the innovativeness followed by Yatra to maintain its profitability position.
Again talking about the business model is customized to curb problems. For
example, Yatra.com has launched its operations in the US and the UK to combat the
security hazards associated with using international credit cards on their domestic travel
portal. To basically double its revenue it has adopted a business-to-consumer (B2C) model
in US and business-to-business (B2B) model in the UK. B2C is a term used to describe
electronic transactions between business and an individual consumer and B2B is
electronic transactions between businesses. With the US and Europe constituting a fairly
large chunk of international arrivals in India, the inbound business from these markets is
considered important and highly profitable by the industry. In fact, experts are of the
opinion that on a Rs 100 crore turnover, one can easily get a 15-20% share of the market.
The company has also launched its services on the mobile platform. According to
Yatra.com, over 10,000 mobile users have downloaded the application on to their
handsets. However, the management feels that the mobile business will take some time to
catch up.
Whats so unique about Yatra.com??
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Yatra.com was started in 2006 to provide its customer base a delightful travel
experience. Its uniqueness is visible in its website design.
o Once we open the website, on the left-hand corner an air fare calendar is displayed
which shows the lowest airfare on a particular day of the month that a customer can
avail. This gives the customer the freedom to choose and plan his travel as per his
budget allocation.
o There are separate set of enquiries for domestic flights, international flights, hotels,
trains, etc.Compartmentalizing your services helps the customers to set their
preferences easily.
o Cruise holidays with attractive offers. One of the best-in-class services that can be
offered to its varied range of clients.
o Low-fare alert is an allied service to offer updates to its client base about the latest
offers and hot deals through mobile phone messages and e-mails.
Hot Deals
o Pay in 3 monthly installments with no extra cost.
o Holiday Deals of various countries like Australia, Singapore, HongKong, Thailand,
Mauritius, etc.
o Separate websites for US, UK, etc to cater to country-specific customers.
Holidays
o
o
o
o
o

Domestic holidays (with preferred destinations)

Weekend Getaways (city and region specific particularly within same state)
Adventure holidays
International holidays
Corporate arrangements are also done by the company to choose venues for
meetings, business conferences, etc keeping in mind the professional choice of the

elite clients.
o A special message center is also present in the website to leave your message to be
answered. There are also toll-free phone numbers given in the website to address
the grievances of customers.

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The YatraCare Program

The YatraCare Program is indeed the focus of the company to attract and retain its
valued customers. The main constituents of the program are as under:
Yatra Lounge
Yatra Holiday Lounge is a premium, one-stop-shop for all your travel needs.
Located at a convenient point within your city, the Yatra Lounge is where customers can
walk in and plan their travel in privacy and comfort.
When you visit a Lounge, a trained Yatra Travel Experts assists you with all
aspects of your travel: booking flight tickets, hotels, cars, buses or holidays. We can even
assist you with travel insurance and visa processing.
The Yatra Travel Experts can also help you create customized holiday packages.
The Holiday Lounges are open from 10:00 am to 7:00 pm, Monday to Saturday.
Key Advantages
Customized Coverage
Travel Guard Insure gives you protection to meet your unique needs. With a quick
and hassle free online buying process, we endeavour to protect all that you value.
Convenient for you
o Yatra give you the maximum coverage with minimal paperwork.
o Planning a long trip? - With our plan, wider durations can be covered - up to 182
days, which is extendable up to 365 days.
o Automated extensions of policy in case of certain eventualities.
o 24 Hour Emergency Cashless Services offered through Emergency Assistance
Service Provider.
o Protection against lost or delayed baggage, lost passport.
o Protection against flight delays, flight cancellations and missed connections
o Hospitalization and medical and dental treatments

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Service Strategy of Yatra.com

Task at Hand
Last to enter the market-how to make a dent.
0 to 60-in no time
Land grab
Marketing Plan
CATEGORY STRATEGY: Do Print. Print works.
YATRA.COM STRATEGY: Do TV.TV works better, Do Online. Online
drives traffic.
Online Marketing Plan
Search Engine Marketing: to generate transactions.
GOOGLE AD WORDS
Display Advertising: to add to the TV activity
Yahoo!
Redif
Sify
MoneyControl

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 IBNLive
Emailers
Learnings
Set Objectives
Define target audience
WHO is more important than HOW MANY
Prioritize Markets
Metros v/s Tier I,,II,III
North India v/s South India
South Delhi v/s East Delhi
Set Budgets
% of gross sales/net income(Rule of Income: 3rd of net
income)
Choose media basis
Long Term-Brand Building
Short Term-Lead Generation/Transactions

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 Set Outcomes
Short Term
Number of visits to the site
Number of calls to the call centre
Number of walk-ins to the retail outlet
Long Term
Market Share
Mind Share
Valet Share
Word of-mouth share

Understanding Consumer Behaviour

Plan online marketing keeping in mind that the new consumer
has
Scarcity Of Time

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 Ease of navigation-less clicks/hyperlinks

Connectivity/download problems-less graphics
Scarcity Of Attention
Short,simple,easy to understand message
Say more in less
Scarcity Of Trust
Do not mislead, over promise, hide costs
Give what you SHOW

Social Media Marketing

Socialize on the web:
Youtube,Flickr,Orkut,Facebook.Linkedin,Twitter
Word of mouth
Targeted
Indefinite shelf life
Time is the only cost
Direct and immediate feedback
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Marketing on Mobiles
WAP sites
SMS 2.0
Right message at right place(point of sale)
Location specific (GPS)-highly personalized advertising
Mobile coupons
Higher conversions
Video Ads
The NEW TV(especially on news and entertainment sites)
Advantages
Click to play
Captive Viewing
High Click through
Customize-overlays

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Executive Market Development Strategy

CRM Strategy at Yatra

Father of the modern day advertising David Ogilvy once said, The customer is not
a moron, she is indeed your girlfriend. And yes, if retaining an old customer costs almost
one-fifth of the cost incurred in roping a new one, Ogilvy may sound pretty realistic to
you in a price sensitive Indian market. The brands today need to pass the litmus tests

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which they are regularly subjected to, as the customer is always on a hunt for unique
propositions that any brand can offer to them. Understanding the needs of the customer
and serving exactly as per the demand on time can be seen as the key to success as no one
is loyal to any brand.
Since our inception in the year 2006, we have actively been catering to diverse
travel needs and have successfully evolved in becoming a one stop travel shop offering
great deals to the customers. Headquartered in Gurgaon, we have been expanding our
reach extensively with our online travel portal as we always strive to delight every
potential consumer and develop a mutually beneficial relationship thereon. The driving
force behind Yatras successful journey has been the aim of understanding the customer
needs and acquiring them with our bunch of services to get them on board for a better
customer lifetime value.
For enhancing the customer experience, Yatra.com has segmented their customers
into three categories thereby creating a
bedrock for the company. Cluster based
segmentation where

we

differentiate

customers on the basis of usage of our

services that may vary from frequent
travelers to occasional travelers. Behaviour
based segmentation where the customer

have

different demands to make for domestic & international travelling; leisure & corporate
travelling. Lastly, its the bunch of Profitability based travelers, to whom Yatra provides
the services as per their purchasing power.
Basis these characteristics of the customers, we believe in devising/ customizing
our offerings to allure them and thus retain them. Post the customer data is sourced; we
then define the margins to survive the slowdown heat. Further, this segregation of the data
base, gives us an opportunity to engage with our existing customers in a defined manner.
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Once we have identified our key customers, we can always reach out to them through
relevant campaigns which are devised on the basis of deep analysis.
We at Yatra.com, follow a comprehensive process of Customer relationship
management. We believe that a highly effective customer relationship management
system will encompass and enhance all aspects of customer interface, from sales and
marketing to customer service: existing client relationships become stronger and new
client relationships evolve more quickly all core requirements of business success. We
have been extremely successful in engaging consumers through social media whether it is
through contests, apps, deals and various other modes of engagement. Our fan base has
expanded manifold in the last 6 months and is close to 4 lakh now. We have been using
judiciously the different media outlets to reach out to our customers like Print,
electronic, wires etc.Moreover, we have also been very much active on the most talked
about social networking site Facebook. We have made the page an interactive forum
for our customers as we every time through our quiz, invite the entries which make them
think aloud.Our initiatives on Facebook have now been turned into a casestudy by
Facebook itself.
Yatra.com has always believed in creating Happy Travellers and thus has taken a
step ahead than an ordinary to ensure a transparent relationship with our customers. In
todays cut throat competition, the utmost priority of any business is to retain their
customers. Especially in a cluttered market of travel & tourism, where a customer gets
infinite alluring booking schemes, the retention of the customers becomes the herculean
tasks. As the tourism industry is emerging as one of the worlds largest growing industries,
OTAs have now introduced newer ways of connecting with and wooing the consumer.
Today the travelers in India have a huge exposure to the latest technology. Usage of
mobile apps is on a sharp rise. With busy lifestyles and paucity of time a lot of corporate
& business segment customers are moving to booking their flights through an OTAs
mobile app. Consumers today want to be at all times connected and are increasingly using
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their mobile for researching and booking travel making a mobile app a great value
proposition. This is supported by the growth of low-cost smart phones and tablets that are
able to provide a better interface and new functionality. We have already launched our
mobile apps, keeping in mind our customers convenience. Customers can even easily
sort, filter the information on the app based on their preferences, which further simplifies
the whole process. The entire experience of bookings through mobile apps is actually
much simpler as there are fewer distractions and a clear path to conversions.
On our marketing campaigns front, we have always come up with consumer centric
communication and campaign propositions. 2010 saw a large scale consumer promotion
3G GharGaadi and Guranteed Gifts. 2011 saw the Creating Happy Travelers campaign
with an accent on the hassle free and unmatched holiday experience that remains
Yatra.coms key offering. In 2012, building further on the thought, Yatra.com made a big
bang in the world of advertising (and business) as the countrys biggest celebrity Salman
Khan assumed the dual role of picking up stake in the business and featuring as the brand
ambassador. Braced strong with Salmans signature style Yatra.com launched its most
successful campaign to date that saw Salman declare best travel deals only on Yatra.com
suitably sealed by his super successful dialogue YehMeri Commitment Hai
In terms of our product developments, we have already launched an engine for the
customers, which now give them the autonomy of planning their own itinerary for
international destinations. This definitely eases the process of the entire bookings and also
eliminates third party involvement.
Thus, to sum up, over a relatively short span of time, in just 6 years, through various
offline and online marketing initiatives supported by excellent product offerings and
world class service Yatra.com has successfully become a brand of stature and commands
the position of the leading online travel portal in India.

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Recovery of Service Techniques

Yatra.com signs up for Appnomics Application Performance Management Service
Enables Real Time and Integrated Performance Management Bangalore, India - October
14, 2009 Appnomic Systems, a specialist Infrastructure & Application Management
Services company, today announced that Yatra.com, the leading travel portal has signed up
for its Application Performance Management service. Appnomic has developed a patent-

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pending technology for real time Application Performance Management (APM) and is
offering this high-end technology as a Managed Service delivered from a multi-tenant
Remote Management Center (RMC) in Bangalore, India.
Manish Amin, CTO of Yatra.Com, mentioned For a large volume, online business
like ours the critical IT support required is real time identification of transaction failures
and getting to the root cause of performance issues quickly. We did a detailed Proof-ofConcept (POC) with Appnomic and saw good value in their service offering that
addressed our requirements. We look forward to using the APM service to enhance our
customer experience and better performance of the application.
As per Padmanabhan, CEO of Appnomic, Products in the market for performance
management typically provide only visibility and alerts for application performance. They
leave the root cause analysis, which can be complex and time consuming, to the customer.
Our technology simplifies root cause analysis by advanced analytics and correlation thus
providing immense value to the IT team in reducing the time to resolve performance
issues. We are extremely pleased to work with Yatra and look forward to add value to their
IT operations.
Appnomic simplifies the complexities of managing information technology (IT) by
offering large and mid-size companies highly automated technology, intelligent analysis
and process methods. Appnomics unique delivery model, including application
performance management and service delivery automation, enables companies to be more
efficient and enhance productivity by more than 30% over current solutions in the
marketplace.
About Yatra.Com Yatra Online Pvt. Ltd. is a smart travel company providing
information, pricing, availability and booking facility for air travel, hotels, buses and car
rentals across 5000 large cities and small rural areas around the globe. As an online travel
company, Yatra.com acts as a complete tour planner for travelers and is a one-stop shop
for every travel need.
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About Appnomic Systems Appnomic Systems is a leading infrastructure

management services (IMS) company in India that provides Application Performance
Management and Remote Infrastructure Management to effectively manage IT assets of
large and medium scale enterprises. Appnomics unique service delivery model includes a
patent pending technology for application performance management and process tool for
Service Delivery automation. These enable customers to manage their IT infrastructure
efficiently while enhancing productivity.

Conclusion

Online Travel Industry is the fastest evolving service sector

industry in India.
The OTA segment in India is expected to grow by further 30-40%
market share in the Indian Online Travel Industry.
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 Yatra.com Online Private Limited is presently enjoying 30% market

share in the Indian Online Travel Industry.
Makemytrip.com is the market leader in the sector, enjoying
almost 50% market share.

Bibliography
o www.google.com
o www.yatra.com
o www.wikepedia.com
o

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Journal : The Yatra.com Way (Chanchal Mandal)