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MakeMyTrip goes ‘app-only’

  • Nasdaq-listed online travel
    company MakeMyTrip is going the Flipkart way in offering ‘only-app sale’ during
    the festival season,
    Business Standard
    reported.
  •  
  • “The next seven days are
    your chance to book the next summer holidays on discounts,” said an
    executive, while describing the ‘Great Indian Getaway’, which might become an

    • Nasdaq-listed online travel
      company MakeMyTrip is going the Flipkart way in offering ‘only-app sale’ during
      the festival season,
      Business Standard
      reported.
    •  
    • “The next seven days are
      your chance to book the next summer holidays on discounts,” said an
      executive, while describing the ‘Great Indian Getaway’, which might become an
      annual property depending on its success.
    •  
    • Recently, e-commerce major
      Flipkart had taken the second edition of its ‘big billion day’ sale to the
      ‘only-app’ platform, encouraged by the high growth in shopping via smartphones.
      Myntra, the fashion portal acquired by Flipkart last year, has transformed
      itself to an only-app service provider through the year. Ola, the largest cab
      aggregator in India, is also going the ‘only-app’ way.
    •  
    • However, the Deep Kalra-founded
      travel company is unlikely to go only app yet. Rajesh Magow, chief executive
      officer-India, MakeMyTrip, told
      Business
      Standard
      the company would continue to offer the desktop option as long as
      there was demand for it. However, the current app-fest, in an effort to give a
      further push to app use, might well be a test case for the travel firm.
    •  
    • At present, 60 per cent of those
      shopping through mobile phones are booking hotels using apps and 40 per cent
      through mobile browsers. Of the overall user base, it’s a 50-50 split between
      mobile and desktop traffic.
    •  
    • While Magow pointed out that
      gross merchandise volume, a currency used in the e-commerce world, was not
      relevant in the online travel sector, he said the week-long app sale would have
      a multiplier effect on bookings and transactions. “We have built our
      capacity for a 5x increase in bookings during the only-app sale,” said Magow.
    •  
    • During peak hours, it could
      handle as much as 15-fold growth in traffic, the company said. That might
      translate into similar rise in transactions.
    •  
    • MakeMyTrip, founded in 2000, had
      earlier projected 75-100 per cent year-on-year growth in standalone hotel
      bookings and 55 per cent in holiday bookings. Estimates suggest 55 per cent of
      all flight bookings and 15 per cent of hotel transactions across the industry
      are done online.

     

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