MakeMyTrip.com is an online travel portal that offers a variety of domestic and international travel services in India such as airline tickets, hotels, bus and rail tickets, and holiday packages. It was founded to provide a one-stop travel solution with a focus on convenience. Some key innovations included aggregating travel products from multiple suppliers onto a single website, making the booking process user-friendly, and expanding offerings over time to become a "travel superstore". The company saw a need for its services due to strong growth in the travel industry in India and gaps in online booking options at the time. It has since faced increasing competition from other online travel agencies and suppliers selling directly online.

1. Innovation in
MakeMyTrip.comBy Akash Nag Chaudhuri – 140101012
Ayush Kumar Singh- 140103043
Badam Sowmya- 140101039
Deepa Menon- 140103053
Kartik Awasthi-140102059
Rajat Agrawal-140101124
Rohit Ninan Thomas-140103039
Group 2 – Section C

2. About the Enterprise…
 'Memories unlimited', Makemytrip.com is more than just
a travel portal
 Also a one-stop-travel-shop which offers a variety of
international as well as domestic travel products and
services in India.
 International and Domestic Air Tickets
 Holiday Packages and hotels
 Domestic Bus and Rail Tickets
 Private Cab Rentals

3. Contd..
 Road-trips
 Weekend breaks (via short stay holidays)
 B2B services (to access the above products through
its extranet, IndiaAhoy.com)
 Mobile Solutions
Mobile application which makes the travel e-comm
much more easier and convenient

4. The official website

5. Values of makemytrip.com

6. Innovation here..
 Idea was to provide a complete travel solution with convenience
as the key driver
 An online portal for airline ticketing was introduced separately in
2 different versions of the websites -for both U.S and India
 Before the entry of MakeMyTrip.com, each individual airline had
its own websites, but MakeMyTrip.com brought all of them in one
space
 Though it initially started with airline alone, it later extended
itself to Hotels, Bus, Rail and other Combo and Holiday packages
 It makes the online ticketing process extremely user friendly,
which includes options like sorting the flights based on fare,
timings, schedule etc.
 Discounts that can be availed include coupons and offers for
frequent travelers

7. contd…
 Recently started expanding their value added services by extending
provisions for the customers in serving the complete trip including pick in
and drop from their homes to the airport and vice versa
 Provides opportunity for instant booking with real time Providing
technology. It even introduced convenience between purchase of all travel
products, tickets delivered at doorstep
 Offering travel superstore: this enables the travellers or customers to buy
multiple products across multiple brands
 Ensured convenience of buying by adopting the 'anytime and anywhere'
strategy
 Unbeatable offerings like money-back guarantee (MBG) (where 20 per
cent cash back on hotels and holidays bookings were provided if MMT
failed to deliver the promise) , Visa-Kingfisher offer (20 per cent cash
back to all customers who would use their Visa credit card to book any
ticket on Kingfisher Airlines through makemytrip.com)

9. Need for innovation
 A strong indication of an ambitious growth for travel products and
services in the country.
 Identified the gap that was prevalent between demand and
supply and then decided to offer a convenient, user-friendly
online interactive interface to the consumer
 Right time when Low-cost carriers had made air travel cheaper
 Young India had more disposable income to spend and a greater
desire to travel.
 Almost 98 per cent of the outbound travel from India was by air.
 Indians travelled abroad for three main reasons: Business,
leisure, and visiting friends and relatives

10. Contd..
 Domestic air traffic grew at 24.2 per cent from around 32.09 million
passengers to 39.86 million during 2004 – 2005.
 The same time, international traffic also rose from 16.63 million to 19.41
million passengers
 Forecasts on the same predicted that the air traffic in India would grow by
5 million passengers each year for the next decade
 The decision to allow private airlines to fly on international routes was
expected to facilitate more flow of air passengers.
 The initiatives taken by the Aviation Ministry to modernize 80 airports was
believed to help the growth of India’s international air traffic.
 Strong growth of IT and IT enabled services which demanded more
corporate travel
 Indian consumers were moving towards the use of financial cards
compared to cash for their purchasing activities

11. Online Travel Market of India
(2012-2013)

12. Indian Online Travel Market Size

13. Type of Innovation
 Technology was identified as the corner stone for innovation
 Simple B2C business model which enables it to offer the lowest possible
price to the customer
 Falls into the category of Service Innovation, Breakthrough Strategy - a
large, discrete step change in performance, technology and value
provided to users

14. Successful Service Innovation

15. Relevance of Innovation
 The internet penetration rate during that time was going at a highly
increasing pace ( from around 1.4 million in 1998 to almost 39.2 million
by 2004). The figure was expected to continuously shoot up
 The percentage of gross booking for leisure/unmanaged business travel in
India were expected to reach double digit even before 2010
 A recent study by the IAMAI ( Internet & Mobile association of India)
reported that people within the age group of 26-45 were the highest
purchasers for hotel rooms online.
 Earlier, approximately more than two-thirds of the airlines tickets were
sold via the direct websites of the airlines and the remaining through non-
airline sites. Makemytrip.com identified this opportunity as one of their
most apt entry points.
 Though LCC(Low Cost Carriers) posed a great challenge to them,
makemytrip.com foresaw some major hybrid models in this, since they
knew that LCCs were looking for alliances and tie-ups

16. The Virtuous cycle..
 makemytrip.com believed that there was a virtuous cycle working in the
travel market. So it designed to close this particular loop
Enduring
Benefits
Strong
enrichment in
the mind space
Visits to site
and purchasing
Customer
Satisfaction
Repeated visits
and purchase

17. Sustainability of Innovation
 According to the internal revenue estimation, contribution of air tickets
were estimated to be around 85 per cent and hotels and holidays –
around 15 per cent.
 Domestic booking was expected to dominate with a share of 90 percent
compared to international booking’s 10 per cent
 Suitable promotional offers from time to time
 Tie up with I-mint, the largest consumer reward programme which aided
the consumers to add and redeem on more points on every purchase of
travel products, shopping, fuel, and mobile phones etc.
 Super Saver programme and Super Tripper offers as regular features

18. Contd..
 Build an excitement with every customer they meet and
also to build empathy via relevance
 Tallest claim in the market - “If you find a lower fare we
pay the difference”.
 Always works with his suppliers to make the best out of a
tough situation.
 Even during a state of high growth for the company, keeps
a watch on the costs.

19. Competitors for Makemytrip.com
 Yatra.com
- One of the strongest competitors now for makemytrip.com
- Have tie-ups with more than 1000+ hotels in India
- Differentiation point - provides to the consumer more information which makes
the travel decision easier
 Travelguru.com
- Offer services through the MICE (Meeting, Incentive, Conference, and Event) team
for consumers or corporate clients
 Cleartrip.com
 Individual airline websites
 Travel agents and Tour Operators

20. Challenges for Makemytrip.com
 The online travel e-commerce in India is expanding. Hence, the
number of players are definitely expected to increase and
competition would be coming into its own
 Low internet penetration in rural India (since makemytrip.com
also provides online bookings for other means of transport , apart
from airline service)
 Suppliers are selling their products online. Also, the airline
websites have a provision of discounted tariffs for round trip
booking most of the times
 Hybrid Online Transaction Service provider models might evolve
in the future

21. Recommendations for Makemytrip.com
Indian travel customers always stand out unique and distinct for the
following reasons:
 Short lead-time for booking holidays (3-6 weeks)
 Preference for pre-planned travel
 Attitude towards travel: giving importance to status and chooses among
Business and Economy classes based on this
 Specific needs (e.g., dietary), for e.g. because of their social/ religious
background
 Does not pose an issue on specific language problems: most of the
Indians are well educated and are well –versed in English
 Preference for familiar Indian food – Indian flavor and spices are always
preferred and are considered close to the heart of most of the Indians
 Preference for travel agents or tour operators for buying travel products
even though they offer limited choices.

22. Contd…
 A better replacement service provision, without making the customer
lose his time especially in the cases of unanticipated cancellation of
flights.
 Gifting the customers, especially to frequent customers in the form of
materialistic goodies, or even short trips with reasonable discounts,
surprise holiday trips at lower tariff rates
 Publicize and advertise in media, their most valued customers by
conducting an yearly event where the customers who have utilized their
service to the maximum are being recognized and awarded or so
 Conducting lucky draw events for the travelers frequently. Surprise gifts
can also be awarded even while during every fly
 The site can go ahead with keeping a few seats vacant till the last minute
for customers who might want to book flights on an urgent basis, keeping
a reasonable rate ( as in similar to the ‘tatkal‘ service provided by the
Indian railways)

23. Thank You