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Top 10 Travel and Tourism Marketing Case Studies [2024]

We are entering a time where travel is not just a leisure activity but a vital part of our global culture. Industry trends suggest that personalized experiences and digital engagement will drive tourism growth. This blog explores ten innovative travel and tourism campaigns that have set the standard for effective marketing in a rapidly changing world. These case studies showcase how embracing technological advancements, cultural insights, and sustainable practices can create unforgettable experiences and successful marketing outcomes in the tourism sector.

Related: Impact of Augmented Reality on Travel & Tourism

Case Study 1: Expedia’s Travel Yourself Interesting

Company Overview:

Expedia, founded in 1995, revolutionized the travel industry by moving travel booking online, displacing traditional high-street travel agents. However, over time, the market became commoditized, with intense competition and a focus on price and deals, which led to reduced margins and an emphasis on price comparison websites.

The primary objective was to reposition travel from being seen as a cost to be minimized to a valuable investment in personal growth and self-improvement. This shift was intended to differentiate Expedia in a market dominated by price-focused marketing and to drive traffic directly to its website and app.

The essence of the campaign was built on the idea that engaging in travel enriches one’s personality and makes them more fascinating. This concept was created through a multi-channel approach, utilizing television, online films, social media, and the hashtag #TYI on Twitter. The strategy marked a departure from the industry’s standard emphasis on deals and savings, focusing instead on the transformational experiences and psychological benefits of travel.

The campaign’s impact was significant:

• In the UK, the campaign achieved a remarkable return on investment (ROI) of £11 for every £1 spent.
• In France, the campaign yielded an ROI of €6 per €1 spent.
• Gross bookings for Expedia increased by 8% in the UK and by an impressive 33% in France.

Key Lessons:

• Breaking Category Conventions: Moving away from the conventional focus on price and deals in travel marketing can be highly effective.
• Emotional Connection: Creating a campaign that resonates emotionally with consumers, in this case by highlighting the enriching experiences of travel, can lead to significant commercial success.
• Strategic Repositioning: Reframing a product or service as an investment in oneself rather than a cost can help a brand stand out in a commoditized market.
• Insight-Driven Marketing: Building a campaign around a deep, relatable insight (“travel makes you more interesting”) can effectively engage and motivate the target audience.

Case Study 2: Icelandair’s Iceland Academy

Icelandair, the national carrier of Iceland, has played a pivotal role in promoting tourism to Iceland.

The primary objective of the “Iceland Academy” aspect of the campaign was to educate tourists about Icelandic culture, etiquette, and safety, thereby enhancing their travel experience. This initiative was part of a broader strategy to attract more visitors to Iceland and encourage responsible and sustainable tourism.

The campaign was executed through an online platform offering 14 short videos of one and a half minutes each. These tutorials covered diverse aspects of Icelandic culture, such as hot tub etiquette, local food sustainability, and glacier safety. The aim was to provide insider knowledge and tips to tourists for a safer and more enriching visit. The “Iceland Academy” participants could earn badges and even win a trip to Iceland.

• Total Views: 10M
• Increase in consideration of viewers: 30%
• Increase in search compared to non-viewers – 342%
• Educational Marketing: Providing practical, educational content can enhance the appeal of a destination and improve the visitor experience.
• Cultural Sensitivity: Highlighting local customs and etiquette helps promote respectful and responsible tourism.
• Leveraging Local Expertise: Utilizing locals and experts in campaign materials can lend authenticity and credibility.
• Interactive Engagement: Encouraging active participation (earning badges, winning trips) can increase engagement and interest.
• Sustainable Tourism Focus: Positioning a destination focusing on sustainability and respect for nature can appeal to a growing segment of environmentally-conscious travelers.

Case Study 3: Ireland Tourism’s Doors of Thrones

The campaign was led by Tourism Ireland, the organization promoting Ireland as a global travel destination. The organization collaborated with HBO and other partners to create a unique tourism experience highlighting Northern Ireland’s connection to “Game of Thrones.”

The campaign’s primary goal was to promote Northern Ireland as a travel destination by leveraging its association with “Game of Thrones.” This was achieved by transforming a natural disaster (the felling of trees during Storm Gertrude) into a creative opportunity.

The campaign centered around creating ten intricately carved wooden doors, each depicting scenes from the show’s sixth season. These doors, crafted from trees that fell during the storm at the Dark Hedges (a filming location for the show), were placed in pubs across Northern Ireland near key filming locations. The doors served as both an homage to the series and a tourist attraction.

• Generated £17 million in earned media.
• 8% increase in tourism from the previous year.
• Views – 17.5 Mn, 250,000 engagements, and a combined total reach of 126 million people.
• Creative Use of Cultural Phenomena: Leveraging popular culture can significantly boost tourism, especially when linked to globally recognized media.
• Turning Challenges into Opportunities: The campaign creatively used the aftermath of a natural disaster (fallen trees from a storm) to create a unique tourist attraction.
• Strategic Partnerships: Collaborating with HBO and other stakeholders was critical to the campaign’s success.
• Multi-Location Engagement: Placing the doors in different locations encouraged tourists to travel across Northern Ireland, distributing the economic benefits.

Case Study 4: Australia Tourism’s Come and Say G’Day Campaign

Tourism Australia, the organization responsible for promoting Australia as a global travel destination, launched the “Come and Say G’day” campaign. This initiative is part of Tourism Australia’s “There’s Nothing Like Australia” global brand platform.

The campaign’s main objective was to reignite the world’s interest in visiting Australia. It aimed to capture the imagination of potential travelers through creative and uniquely Australian elements, driving demand for travel to Australia.

The multi-channel campaign featured two CGI-animated characters. Ruby, a kangaroo souvenir, enlivened the campaign, brought to life with the voice of renowned Australian actress Rose Byrne. Complementing Ruby was Louie, a toy unicorn symbolizing international tourists, with his voice provided by the talented actor Will Arnett. The campaign included a short film, television commercials, print and high-impact out-of-home creatives, and digital and social media content. It featured a reimagined version of the iconic Australian anthem “Down Under,” performed by King Stingray, sung in both English and Yolŋu Matha. The campaign ran across 15 key international markets.

• By July 2023, international visitation to Australia rebounded to approximately 80% of the pre-COVID figures of July 2019.
• 10% uptick in global flight inquiries for Australia
• Tourism Australia developed 190 strategic partnerships, including prominent airlines and travel agents, contributing to the increase in global interest in Australian holidays.
• Leveraging Cultural Icons: Utilizing recognizable cultural symbols, like the Australian kangaroo, can effectively resonate with international audiences.
• Multi-Channel Strategy: A diverse media approach, including animated films and social media content, can broaden the reach and appeal of the campaign.
• Emotional Connection: Creating relatable and engaging characters can foster an emotional connection with potential tourists.
• Strategic Partnerships: Collaborations with various stakeholders, including airlines and travel agents, amplify the campaign’s impact.
• Adaptability Across Markets: The campaign’s success in both English and non-English speaking territories highlights the importance of adaptable marketing strategies.

Case Study 5: California’s Am I Dreaming

The main goal was to showcase California’s vast attractions and encourage tourism, particularly after the challenges posed by the COVID-19 pandemic. The campaign aimed to reinvigorate interest in travel to California by highlighting its unique and diverse destinations.

“Am I Dreaming?” was a visually captivating advertisement highlighting a wide array of California landscapes, providing a glimpse of the diverse scenery and destinations from picturesque beaches to majestic mountains and everything in between.

The campaign extended beyond the Super Bowl ad, running on linear TV, online TV, and digital platforms through the peak spring trip-planning season. It also included a social media presence, with remixed ad versions and behind-the-scenes footage.

• The pregame spot received 60 million viewers, a high percentage in the target 25-54 age demographic.
• The ad was selected as AdForum’s #1 ad worldwide.
• Leveraging Major Events: Premiering the campaign during the Super Bowl capitalized on the event’s massive viewership.
• Celebrity Involvement: Involving well-known celebrities helped increase the campaign’s reach and appeal.
• Cinematic Quality: High production value and engaging visuals can significantly enhance a tourism ad’s effectiveness.
• Multi-Platform Strategy: Extending the campaign beyond TV to digital and social media ensured broader and sustained engagement.

Related: Best AI in Travel & Hospitality Case Studies

Case Study 6: Boosting Travel to San Francisco During Golden Week

San Francisco, renowned for its iconic Golden Gate Bridge, vibrant food scene, and pleasant weather, has long been a favored destination among travelers worldwide. The San Francisco Travel Association, alongside key partners such as United Airlines, SFO Airport, Napa Valley, and Concord, aimed to capitalize on the Golden Week—a significant national holiday in China marked by a surge in international travel.

The primary objectives were threefold:

• Elevate brand awareness for United Airlines and SFO.
• Encourage Chinese tourists to book accommodations in San Francisco.
• Increase visibility for neighboring destinations like Napa and Concord.

These goals were set against evolving economic conditions and digital consumption patterns among Chinese tourists.

In response to the emergence of a new demographic of “free and independent” (FIT) travelers from China, the San Francisco Travel Association devised an innovative campaign. They collaborated with United Airlines, SFO, Napa Valley, and Concord to orchestrate the ultimate Northern California road trip experience.

The campaign’s centerpiece was a partnership with Kiki Fang, China’s top travel social influencer, boasting 6.5 million followers on Douyin. Fang’s travel vlogs, embodying the essence of San Francisco, were disseminated across popular Chinese platforms, including Weibo, Douyin, Toutiao, RED, Mafengwo, and Ctrip. These vlogs featured branded experiences designed to appeal to the target audience. They were supplemented by a performance campaign on Ctrip featuring a custom landing page, travel products, and banner ads.

The campaign yielded impressive outcomes, as highlighted below:

• Video Views: 85 Million
• Video Likes: 5 Million
• Video Comments: 103K
• Room Nights Booked: 6,870+
• Year Over Year Growth: 21%

These statistics underscore the campaign’s success in engaging Chinese FIT travelers and encouraging them to visit San Francisco and its surrounding areas.

From this campaign, several key lessons emerged:

• Influencer Impact: The significant role of a well-chosen influencer in reaching and engaging target demographics cannot be overstated. Kiki Fang’s credibility and relatability were instrumental in the campaign’s success.
• Localized Content: It is critical to tailor content to fit the target audience’s cultural and social media consumption habits. Utilizing platforms popular among Chinese travelers ensured the campaign’s visibility and engagement.
• Collaborative Marketing: The synergy between various tourism stakeholders (airlines, destinations, and influencers) can create a more compelling and holistic campaign, enhancing overall effectiveness.
• Digital Adaptation: Staying abreast of digital trends and consumption patterns is vital for engaging modern travelers, particularly those from rapidly evolving markets like China.

Case Study 7: Etihad Airways’ Single Use Plastic Free Flight

Etihad Aviation Group (EAG) embarked on a pioneering journey to address the pressing global issue of single-use plastic pollution, particularly within the aviation industry. Aligning with the UN 2030 Agenda for Sustainable Development, EAG committed to a significant environmental initiative by implementing a policy to reduce single-use plastics across its operations, setting an ambitious target to achieve an 80% reduction.

The initiative’s primary objective was to confront the environmental impact of single-use plastics in aviation, an industry notably contributing to this global concern. EAG aimed to lead by example, leveraging its policy to substantially cut down on single-use plastic consumption within its various verticals and enhance its brand affinity through demonstrating a strong commitment to sustainability and improving the overall guest experience.

Strategy and Execution:

EAG conducted a comprehensive audit to identify the key areas of single-use plastic consumption within its operations, discovering the highest usage in in-flight and customer service areas. The strategy focused on these areas, sourcing eco-friendly alternatives for over 95 different single-use plastic items, including cutlery, cups, and toothbrushes. A landmark achievement was the operation of the world’s first single-use-plastic-free flight on Earth Day from Abu Dhabi to Brisbane, symbolizing EAG’s dedication to sustainability. The event was heavily promoted through various communication channels, including social media, in-flight videos, and participation from environmental experts, media, and influencers, to generate widespread awareness and engagement.

• Achieved a 20% reduction in single-use plastics on-board flights by June.
• Aiming to eliminate over 100 tonnes of single-use plastics from onboard services by the end of the year.
• The video celebrating Earth Day captivated a 6 million-person audience and garnered more than 1.2 million views on various social media platforms.
• Generated significant media coverage, with over 60 global outlets reporting on the initiative.
• Launched an ‘eco partnership’ with Boeing to explore sustainable aviation practices further.
• Comprehensive audits are critical in identifying and addressing key areas of impact within operations.
• Forming strategic alliances and working collaboratively enhances the scope and effectiveness of efforts towards sustainability.
• Engaging narratives and the involvement of prominent figures play crucial roles in elevating awareness and motivating transformative actions.
• Achieving significant environmental goals requires a multifaceted approach, combining policy change, customer engagement, and industry collaboration.
• Sustainability initiatives can significantly enhance brand affinity and customer experience, positioning a company as a leader in responsible business practices.

Case Study 8: Swedish tourism board targets myth-seekers

In collaboration with Prime Weber Shandwick, Stockholm, Visit Sweden embarked on an innovative PR campaign designed to elevate Sweden’s profile as a travel destination. By delving into the rich tapestry of Swedish folklore and leveraging the burgeoning interest in mysticism, occult, and dark tourism, they introduced an immersive auditory experience titled “Spellbound by Sweden.” This campaign aimed to showcase the hidden drama of Sweden’s modest forests through the lens of its mythical inhabitants, providing travelers a unique cultural and emotional journey.

The campaign sought to differentiate Sweden from other nature-centric destinations by highlighting its cultural richness and mystical folklore. The objectives were to:

• Increase global awareness of Sweden as a culturally rich destination.
• Attract interest from markets with a demonstrated affinity for folklore, mysticism, and the occult, particularly focusing on the UK and US markets.
• Encourage engagement with Swedish nature through a novel, sensory-driven travel experience.
• Boost intention to travel to Sweden by captivating the imagination of potential visitors with the allure of experiencing folklore first-hand.

To achieve these objectives, Visit Sweden and Prime Weber Shandwick crafted a captivating audio story, “Kiln,” in collaboration with horror writer John Ajvide Lindqvist. This story, accessible exclusively within Sweden’s national parks, like Åsnen and Fulufjället, through Spotify, leveraged geo-locking technology to ensure an immersive on-site experience. Listeners would embark on a mystical journey through the forest, stepping into the main character’s shoes and encountering various mythological beings. This innovative use of audio storytelling was supported by a comprehensive digital strategy, engaging potential travelers on social media and the Visit Sweden website with rich content about Sweden’s mythical forest creatures and recommended visitation sites.

• Achieved a campaign reach of approximately 150 million in the UK and US markets.
• Digital content engagement significantly exceeded benchmarks, with some content experiencing up to 10 minutes of reading time.
• Successfully reached 80% of the targeted audience in the UK and US.
• Achieved a 16% rise in recognition of Sweden as a travel destination, augmented its cultural image by 14%, and increased the desire to visit by 5%.
• Innovative Storytelling: Leveraging local folklore and partnering with a renowned writer can deeply enrich the narrative and appeal of a destination.
• Emotional Engagement: Transitioning from visual to emotional storytelling, particularly through audio, can create a more intimate and immersive experience for the audience.
• Cultural Fluency: Aligning the campaign with current cultural trends and interests (e.g., the rise of #WitchTok, astrology, and dark tourism) can significantly amplify its relevance and reach.
• Media Strategy: Utilizing a geo-lock feature for content delivery not only enhances the experience but also generates PR interest, showcasing an effective use of technology in tourism marketing.
• Broader Implications: Even if a large portion of the audience may not directly experience the campaign (due to its geo-locked nature), the generated media coverage and social buzz contribute to achieving the campaign’s broader objectives.

Case Study 9: 13000 reasons to visit Northern Norway

Visit Norway, the official tourism board of Norway promotes Norway as a premier travel destination for both domestic and international tourists. By leveraging Norway’s rich cultural heritage, breathtaking landscapes, and unique experiences, Visit Norway aims to increase tourism and showcase the country’s diverse attractions.

The “13000 Reasons to Visit Northern Norway” campaign aimed to boost domestic tourism within Norway, with a specific focus on encouraging Norwegians to explore the northern regions of their country. This initiative sought to highlight Northern Norway’s unique appeal through the lens of foreign tourists, who have shared their positive experiences and the region’s captivating allure on various social media platforms.

To bring this campaign to life, Visit Norway embarked on an innovative strategy by compiling 13,000 comments from foreign tourists who had visited Northern Norway. These comments, sourced from social media, served as authentic testimonials to the region’s beauty and unique offerings. The campaign creatively utilized these comments by having them read aloud by a local comedian, effectively creating what was described as the world’s longest travel review. This not only provided a platform for showcasing genuine visitor experiences but also engaged the audience in a novel and entertaining manner.

• 72% reach of target group
• 33% increase in domestic tourism to Northern Norway was recorded.
• The campaign gained international recognition, winning the HSMAI Adrian Award for “Best in Show” and the Webby Award for “Best Use of Social Video.”
• Authentic Testimonials: Leveraging real visitor experiences and testimonials can provide compelling reasons for others to visit, showcasing the destination’s appeal through genuine and relatable content.
• Creative Engagement: Utilizing unique and entertaining methods to present information, such as having a comedian read out visitor comments, can significantly increase engagement and interest.
• Focusing on Lesser-Known Regions: Highlighting the attractions and experiences of lesser-visited areas can stimulate interest and tourism, contributing to a more balanced distribution of visitors across a country.
• Social Media as a Tool for Promotion: The effective use of social media comments and engagement in promotional campaigns can amplify reach and authenticity, connecting with potential visitors on platforms they frequently use.

Case Study 10: Bermuda Pink

Bermuda’s tourism board embarked on a strategic marketing campaign aimed at reversing a decline in visitor numbers, particularly those arriving by plane, which had seen a 6% year-over-year decrease in 2019. Recognizing Bermuda’s proximity to New York City and its stunning pink-sand beaches, the campaign sought to reinvigorate interest in the island as an ideal destination for families, friends, and couples seeking unique travel experiences.

The primary goal was to rejuvenate Bermuda’s tourism sector by showcasing the island’s unique attractions and experiences. By highlighting Bermuda’s accessibility from major cities like New York and underscoring its idyllic landscapes, the campaign aimed to educate potential travelers about the island and inspire them to make travel bookings, thereby targeting key demographic groups including families, friends, and couples.

To achieve these objectives, the campaign introduced “Bermuda Pink,” a dynamic marketing initiative that combined a digital microsite with a traditional print campaign. The strategy capitalized on content developed jointly with travel and fashion influencer Wendy Nguyen, who has a following exceeding 1.1 million on Instagram, and Meredith Andrews, a renowned local photographer and artist. The campaign content was strategically diversified into three core themes—Family, Friendship, and Romance—featuring listicles, articles, and slideshows tailored to each audience segment.

The microsite was hosted on Travel & Leisure’s website, a favorite among the target demographic, supported by sponsored social posts and traffic-driving efforts from DEPARTURES and Food & Wine. Additionally, high-impact advertorials in the print editions of Travel + Leisure and Food & Wine featured translucent acetate overlays and QR codes to direct readers to gotobermuda.com. The campaign’s launch was celebrated with an exclusive event at the distinguished Roxy Hotel in New York, drawing influencers, members of the Bermuda Tourism Authority, and a select group from The Luxury Group at Meredith.

• The microsite attracted nearly 185,000 total combined page views.
• Generated 47.4k clicks to the campaign’s content.
• Achieved an average read time of 72 seconds on the microsite, which is a +6% lift over the Meredith benchmark of 68 seconds.
• Display ads for the campaign delivered a Click-Through Rate (CTR) more than +67% above the industry benchmark.
• Wendy Nguyen’s Instagram posts related to Bermuda received a total of 58,040 likes.
• Her most popular Bermuda campaign post received over 16,000 likes, significantly higher than her general post average of around 10,000 likes per post.
• Influencer Collaboration: Partnering with influencers who have a strong, relevant following can significantly amplify a campaign’s reach and impact.
• Integrated Marketing Approach: Combining digital and print mediums, along with exclusive events, can create a comprehensive and immersive campaign experience.
• Content Tailoring: Developing content that resonates with specific target groups—families, friends, and couples—can more effectively inspire travel intentions.
• Engagement Metrics: High engagement rates, from page views to social media interactions, are crucial indicators of a campaign’s resonance with its intended audience.

Event Marketing: Exclusive events can serve as a powerful tool for generating buzz and fostering direct engagement with key influencers and potential travelers

Related: Top Instagram Marketing Tips for Tourism

The travel and tourism marketing world is as varied and vibrant as the destinations it promotes. These campaigns highlight key lessons in leveraging cultural icons, creating immersive digital experiences, and utilizing major events for promotional advantage. As the industry continues to evolve in a post-pandemic world, these insights are more relevant than ever, offering a roadmap for future marketing efforts. Whether you’re a marketer, a tourism professional, or a travel enthusiast, these case studies offer a glimpse into the art and science of turning destinations into dream vacations.

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How Away has built a travel brand through storytelling

Luggage retailer Away has carved out its own niche within the luggage industry over the past few years.

As well as finding a sweet spot between super-premium and inexpensive luggage, the direct-to-consumer retailer has expanded its product range from a single suitcase to multiple bags, travel accessories, and even wellness products.

Away has always strived to be about more than just selling suitcases – zeal which perhaps spilled over into something negative as the CEO apologised in late 2019 for some unhealthy workplace behaviours.

However, since it launched back in 2016, the company has successfully positioned itself as a travel brand; one which uses rich and inspirational storytelling to bring its products to life. Having raised $100 million in new funding in May 2019, Away has now got its eye on expansion and increased revenue.

So, how has storytelling been crucial to Away so far? Here’s a run-down of its strategy and what we can learn from it.

Combining pre-orders with aspirational travel content started it all

Away has become known as a so-called ‘Instagram brand’, with its popularity on social media driving large amounts of interest. It now has 547,000 followers on the channel. However, it’s interesting to note that the company initially started out with an offline content strategy, which manifested itself in the form of a hardback book.

The idea was actually borne out of failure , as Away’s first production run ended up being delayed. Consequently, co-founders Steph Korey and Jen Rubio decided to interview 40 people within the creative communities – including a number of travel photographers and writers – and collate their stories into a book called The Places We Return To . Away then sold the book along with a gift card that would redeemable for a suitcase a few months later, essentially marketing the book as part of a pre-order. The campaign turned out to be a huge success; Away sold out of all 1,200 of its initial copies.

View this post on Instagram Congrats on @away ✈️ @stephkorey !!! and thanks for including me in this wonderful little book! #ThePlacesWeReturnTo #AwayTravel http://www.vogue.com/13369190/away-luggage-direct-to-consumer-business-launch A post shared by Kelly Connor (@kellymcdc) on Nov 10, 2015 at 4:49am PST

Crucially, the premise formed the basis of Away’s long-term content strategy. In short: one that centres around creating aspirational and engaging content that focuses on the wider travel experience (and a particular lifestyle) rather than a product. This idea eventually evolved into Here , which is Away’s standalone blog and quarterly print magazine.

With a wide variety of content, including city guides and product recommendations, Here is positioned as an essential read for anyone interested in travel. One of its most popular series is its personal essays, whereby writers delve into the reflective and transformative nature of travelling. The rich and personal nature of this content is what elevates it from branded content into real storytelling, and something that is more akin to independent travel journalism. The fact that the magazine is separate to Away’s ecommerce site (as well as its main Instagram channel) cements this.

View this post on Instagram See Editorial Assistant @tian.a's guide to Atlanta—including where to stay, what to eat and drink, and what to do in the capital of Georgia. A post shared by Here Magazine (@here.mag) on Jan 4, 2020 at 6:00am PST

Social Media Best Practice Guide Bundle

Influencers and user-generated content

Much like other successful direct-to-consumer brands – including Warby Parker and Glossier – social media has also been intrinsic to Away’s rise. Branded content is not its main focus, however, with the brand instead choosing to base most of its organic strategy around user generated content.

Away’s Instagram feed is made up of photos (usually taken by followers) of the brand’s luggage in exotic or unusual destinations, focusing on the aspirational context of the location rather than the product featured. This has created a highly recognisable aesthetic, with the brand’s brightly coloured suitcases gaining a cult-like following on social media as a result. It has helped the brand to create a community, too, with its audience willing to share their own content using the #travelaway hashtag in hopes that they might be featured on the Away Instagram page.

View this post on Instagram Can an airport be on a travel bucket list? Asking for a friend. ???? @hande_aladag #travelaway A post shared by Away (@away) on Jan 1, 2020 at 8:00am PST

Alongside user generated content, Away also uses influencer content in a similar way. Partnerships with influencers has helped increase awareness and engagement among users interested in the subject of travel, as well as other key verticals such as fashion and design. According to MediaKix , a particular campaign (involving 13 sampled influencer posts) resulted in 58,089 likes, 1,090 comments, and an overall average engagement rate of 5.22%. Interestingly, not all the influencers chosen by Away always have huge audiences, with many coming under the mid or micro-influencer categories.

In fact, mid-tier influencer Hegia de Boer generated the most engagement in the aforementioned campaign, with a rate of 11.22%. The fact that de Boer describes herself as a ‘visual storyteller and occasional traveller’ further emphasises Away’s own story-driven strategy.

View this post on Instagram Swipe to see my journey with this @away Weekender bag ???? I love how many things I can fit inside, it even has a secret compartment for my shoes. Such a perfect travel companion. And you can even add a personalization, like your initial. I love this personal touch so much! See more details in my stories ☺️ Do you enjoy travelling by train too? #travelaway #ad A post shared by Hegia de Boer (@heyhegia) on May 9, 2019 at 7:28am PDT

Continuing the story in store

We’ve seen many direct-to-consumer brands turn to physical retail , and Away is no exception. Like Casper and other DTCs, Away has also veered away from the traditional retail model, instead choosing to launch a number of pop-ups (alongside permanent stores) that are experience and brand-driven rather than sales-focused. The pop-ups also aim to tell a story, using clever and impactful design in order to bring it to life – much like the visual nature of its Instagram channel does online.

Of course, there is often the option for customers to buy in these instances, but many of Away’s pop-ups have been designed for promotional purposes rather than to drive revenue. In early 2019, Away partnered with Nordstrom to create pop-ups in nine US locations, each one stocking skincare and other ‘travel essentials’ alongside its primary luggage products. The idea was to test out whether customers would be happy to purchase these items from the brand, potentially informing future product lines.

. @nordstrom is getting Away—for a limited time at the Up & Away Pop-In! Here’s a sneak peek at the exclusive collection, only available on https://t.co/TRehHYZBvy and select Nordstrom stores starting 1/11. pic.twitter.com/KFFv7oibkF — Away (@away) January 9, 2019

Before it went on to launch a permanent store in Williamsburg, New York, Away also launched a pop-up in the same location. The aim of the store was to create the sense that customers were shopping ‘underneath the clouds’; hence its blue and white cloud-like design, complete with aeroplane windows. Similar to this was a pop-up that Away launched in Lower Manhattan, which was modelled after an airport. ‘Terminal A’, as it was called, allowed visitors to mimic the airport experience. This meant, for example, picking up and filling out an Away boarding pass, which came along with a 25% Lyft discount on a ride to any real-life airport.

Alongside impressive design and interesting brand partnerships, Away’s commitment to bringing travel to life through storytelling has ultimately cemented its image and customer experience – both in-store and online. 

View this post on Instagram Current forecast for Brooklyn and Dallas: 100% chance of getting Away. Our holiday pop-ups are officially open until January 5—come say hi and shop our entire lineup IRL. Check out our story for more info. See you there ???????? #travelaway A post shared by Away (@away) on Dec 4, 2019 at 8:10am PST

More on storytelling

Storytelling for Marketers – Best Practice Guide

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Case Studies

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Kiernan Doyle, Sr. Strategic Sourcing Manager @ Prescient

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"I truly do not have to worry about managing travel. I'm confident in that team assisting. The biggest benefit is that if it's a Saturday, if someone says, ‘Hey, my flight's delayed, and I missed my connection,’ I know exactly where they need to go."

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Agricultural company delves into global travel needs and reaps more than $3.6M in savings

Learn how BCD provided a large agricultural company with better solutions, resources and enhanced services to help identify savings in its global travel program.

Global pharmaceutical customer raises the patient centricity bar with dedicated end-to-end service

Read how BCD partnered with a global pharmaceutical customer to create a patient-centric program, prioritizing patients’ needs and offering them an exceptional experience.

New relocation travel process improves global mobility for pharma company

The client’s mobility process was confusing because relocation travel was booked in the U.S. or Switzerland, while assignments and housing were handled in the host regions. Learn how BCD simplified the process with a hub system for relocation travel.

De Nora’s rapid growth calls for a consolidated travel program while meeting local needs

Read how BCD leveraged its advanced technology and industry expertise to optimize travel operations, reduce costs and support a seamless travel experience.

It’s all about excellent service and partnership

Michael O’Neill and David Currie from the Irish Football Association share why they’re so proud of their strategic partnership with BCD M&E Sports.

Innovative solution transforms HCP and group travel for healthcare company

Discover how BCD helped a multinational healthcare company by implementing two innovative configurations to manage HCP and group bookings.

Hong Kong customer consolidates travel program in APAC

Based on BCD Travel’s expertise and trust, a multinational financial services customer in Hong Kong decided to consolidate all travel in APAC with BCD.

Streamlined processes result in savings for Italian tech company

Read how BCD helped Italian tech company improve its travel processes, drive savings for hotel and rail bookings and increase OBT adoption.

It’s all about trust, responsiveness and professionalism

Frédéric Jousseau, Head of General Services & Group Travel at Sodiaal, one of the largest dairy producers in France, describes his relationship with BCD Travel. It’s all about trust, responsiveness and professionalism.

Putting employee needs first drives 6% savings on annual air spend

After five years of low use, OBT adoption jumps from 2% to 60% in six months, resulting in lower transaction fees, cheaper airfares and 6% projected savings on annual air spend.

Cracker Barrel saves over 40 hours monthly on reconciliation time with virtual credit card

Discover how BCD’s Virtual Payment Automation saves Cracker Barrel 40+ hours monthly on reconciliation time, resulting in $15K annual savings on manual processing.

Client testimonial: Partnership with Salzgitter AG

In this video, Stephanie Schöler, Head of Mobility at Salzgitter AG, one of the largest steel producers in Europe, shares why the company chose BCD Travel as their travel management company and how the strong partnership has gotten them through tough times.

European discount retailer improves savings, duty of care and traveler experiences with consolidated travel program

Learn how the consolidated travel program provides a centralized view on travel spend, drives savings, improves duty of care and enhances the traveler experience.

End-to-end solution lowers travel cost

Unlock savings and streamline your travel experience with our end-to-end solution.

Safran secures traveler safety with an automated trip approval solution

Safran’s security team previously relied on an unwieldy manual process, tracking travel bookings to high-risk countries using an Excel spreadsheet. By implementing Trip Authorizer, BCD Travel’s automated trip approval solution, Safran now ensures traveler safety. The standardized process allows quick adaptation to evolving risks and compliance with French duty of care regulations.

Holcim optimizes the traveler experience with Cytric and TripSource® hotel content

Holcim, a global company, faced functional issues with their online booking tool, leading travelers to book hotels outside of the travel program. To address this, BCD Travel implemented Cytric, integrated with TripSource hotel content. As a result, online adoption increased by 13% for air bookings in 2021 compared to 2020.

FUNKE Media Group selects BCD Travel to modernize its corporate travel program

Read how FUNKE Media Group selected BCD as their new global TMC for its digital and innovative solutions and services to help drive savings, data insights and traveler satisfaction & engagement. (EN & DE)

Software company saves US$4.4M with non-refundable ticket recovery during COVID-19

Read how BCD recovered thousands of non-refundable tickets, worth US$4.9M on file and achieved a cost avoidance of US$4.4M, representing a 90% savings to date.

Change management calls for systematic approach to implementing global travel program while ensuring local goals

Read how BCD Travel takes the lead in supporting client in transition from incumbent travel management company

As COVID-19 threat levels rose, Mondelēz International revamped travel processes to protect employees

Learn how BCD Travel’s trip approval solution helped global snacks company fulfill its duty of care

COVID-19 Info Hub provides travelers with real-time data

Learn how BCD Travel self-service resource gives travelers the confidence they need to get back on the road

Bayer consolidates global travel program in 94 countries in 12 months

Learn how strategic partnership with BCD Travel leads to better spend insight, policy compliance and savings

Setting rate targets drives significant hotel program savings

Learn how BCD helps a global medical firm leverage a key principle of behavioral economics to reign in hotel spend and generate significant savings.

Traveler engagement increases online adoption and generates US$350K in savings

A leading energy solutions provider wanted to increase online booking adoption to drive savings in Singapore. Read how BCD engaged with bookers and travelers to increase online adoption and generate savings.

Trane Technologies boosts TripSource use 88%, and hotel savings follow

Trane Technologies rolled out BCD Travel’s TripSource® self-service platform to travelers in six Latin American countries—Argentina, Brazil, Chile, Costa Rica, Mexico and Peru. The aim was to bring outside spend in through in-program hotel bookings, improve the traveler experience and drive savings.

Clinical trial timelines

Consultative management approach steers international investigator meeting.

HCP Solutions

BCD was approached by a life sciences company to see if we could book their HCPs locally. Japanese culture dictates that HCPs be treated with a white glove and communicated to in their native language.

BCD helps global consulting firm urgently repatriate team to the U.S. before COVID-19 lockdown in India

Learn how BCD’s quick action and dedication helped this consulting firm fulfill its duty of care, by getting their travelers home safely to the U.S. before COVID-19 lockdown in India.

Dow, DuPont and Corteva: Successful change management paves the way for travel program consolidation, simplicity and savings

This case study details how BCD Travel played an essential role in managing traveler-related changes for DowDuPont, one of the biggest conglomerates in the world.

Global fintech giant Finastra transformed the way colleagues and clients connect with virtual collaboration

Finastra’s mission was to create a robust Virtual Collaboration infrastructure to reduce internal travel, ensure business continuity, increase employee productivity and drive program savings.

Group air fulfillment

Pharma Client China organized large-scale event for 7800+ employees for their annual Plan of Action meeting in Macau & Sanya Q4 2018

Integrated travel & meetings

A New York-based pharmaceutical company planned to bring together health care professionals from across Africa at a meeting in Tanzania, where visa approvals are complex.

Evolution of trusted partnership

Through organic evolution and a trusted partner status, BCD was able to combine the oversight of one pharmaceutical company’s robust transient, group air, meetings and consultancy program into a shared $1.2B Integrated Travel & Meetings (ITM) model.

Unique booking platforms

Pharmaceutical companies are increasingly searching for tailored travel management solutions to meet their industry specific needs. BCD Travel and Concur Travel & Expense have partnered to build customized processes and solutions for our pharmaceuticals and healthcare clients, …

Patient program

A pharmaceutical client wanted to engage community members in a setting that would facilitate communication, provide easier access to patient discussions, and meet compliance regulations.

Patient centric support

Major global pharmaceutical client needed BCD to support patient travelers and their caregivers in a caring manner, while still adhering to company policy and healthcare privacy laws.

Defense firm saves $2 million on hotels with Dynamic Performance Management

This U.S. -based defense and cybersecurity firm’s travel program leader turned to Dynamic Performance Management™ from Stay by BCD Travel to gain access to real-time analytics and regular, data-centered insights.

Traveler Engagement campaign guides travelers to TripSource

A case study about traveler engagement and how to get travelers start to use TripSource to reach your goals. The corporate travel manager of a California company rolled out BCD Travel’s TripSource® traveler platform to simplify trips through mobile self-booking and more. His challenge was traveler adoption.

Domino’s partners with BCD to keep travelers safer in Hong Kong and around the world

Domino’s leverages the power of BCD Travel’s DecisionSource®, TripSource® and SolutionSource® platforms to keep travelers safe. They now have a single view of essential employee information, making it easier to find and help its people when a crisis happens.

Implementation

Grünenthal Group: Consolidation enables end-to-end streamlining and dynamic decisions. The German pharmaceutical company was using 18 different business travel providers across Europe. Service was costly, and trip experiences weren’t consistent.

German pharmaceutical company thinks globally with BCD Travel

Pharmaceutical company Grünenthal chose BCD Travel as its global managed travel provider, after working with BCD successfully in Germany for 10 years.

Danfoss’ unified travel strategy simplifies trips and drives savings

Danfoss wanted all of its travelers to have the same high-quality business trip experiences, so the Danish manufacturer changed to

AstraZeneca’s global consolidation drives data insights, savings and traveler satisfaction

U.K.-based biopharmaceutical giant AstraZeneca partnered with BCD Travel to bring 70 countries under global travel program management in just seven months. A case study explains how consolidation enabled innovations and improvements that led to results.

Allegion’s QC innovation leads to fewer errors and happier travelers

Allegion—in partnership with BCD Travel—has designed a proven, repeatable quality control process for corporate travel that will launch in other regions this year. It also has created a new travel program performance improvement model for the industry.

Allgeier taps BCD expertise to boost end-to-end savings

GermanIT services provider Allgeier Enterprise Services worked with us to choose and implement SAP Concur Travel & Expense for booking and managing business trip expenses. The scalable tool cuts travel costs, and it enables self-service options and end-to-end processes that simplify trips for the company’s workforce. It’s a success story rooted in BCD’s more than 15-year partnership with and in-depth knowledge of SAP Concur.

Testimonial videos

BCD Travel: Partnership, simplicity and innovation

We help people and companies travel smart and achieve more with partnership, simplicity and innovation. Partnership makes the difference for

Corporate travel programs innovate faster with BCD Travel

Make digital moves that empower evolution Business travel is undergoing a technology transformation that’s changing every aspect of the traveler’s

Simplifying business trips is a top priority for BCD Travel clients

See what’s possible when you erase complexity The pace of business travel change is exciting—and also can be overwhelming. In

Partnership makes the difference for BCD Travel clients

Strengthen your team, and trust who’s on it Having the right travel management company partner is crucial to corporate travel

Travel smart. Achieve more.

Get solutions for business travel that help you save time, money and stress.

Global travel company leverages cloud to improve shopping experience and security.

Secure Cloud Interconnect helps eliminate bottlenecks, bump up bookings.

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The company needed more agile global travel solutions, including fast connections to cloud service providers (CSPs) so it could securely deliver services to customers across a global network.

• Keeping a competitive advantage depended on new cloud strategy and customer data security
• Developers needed access to multiple CSPs
• Customers expected fast, consistent shopping experiences across their devices

Secure, streamlined cloud connectivity and segmented networks helps the company put a better shopping experience in the hands of its customers.

• Implemented Secure Cloud Interconnect to connect multiple CSPs and nodes without building more infrastructure
• Expanded MPLS network to support traffic to and from data centers
• Segmented private and public data to provide security without doubling infrastructure
• Speeded development by allowing teams to choose a CSP without reconfiguring or rebuilding networks

With Secure Cloud Interconnect, data traffic flows quickly to eliminate network bottlenecks, improve performance and increase bookings.

• Added 170+ connections between cloud nodes and service providers
• Saw an 8% growth per month in supported traffic
• Implemented one cloud infrastructure for 15 cities around the world

How we built the solution.

Secure cloud interconnect.

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Customer Stories

Murdoch university transforms its travel program by switching to locomote.

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Locomote Makes Corporate Travel Much More Efficient and Easy for KHQ Lawyers.

Chevron's travel approval process is fully automated with Locomote.

Locomote makes business travel much more efficient and cost-effective for Bondi Sands.

Locomote has everything that a business needs for a smooth and convenient travel experience.

Locomote made travel more manageable and cost-efficient for us.

How Locomote Empowers Marley Spoon To Inspire Home Cooks.

Glenvill chooses Locomote as their one stop shop for business travel.

Locomote helps Fitstop scale their business while managing their travel costs.

Locomote helps CUA control travel costs & keeps travelling staff safe.

CPL elevates employee experience & streamlines reporting with Locomote.

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Case Studies

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MakeMyTrip Marketing Strategy 2024: A Case Study

MakeMyTrip, India’s leading online travel agency, has positioned itself as a significant player in the competitive Indian online travel industry. With a net worth of $3.65 billion, MakeMyTrip’s success can be attributed to its effective marketing strategy, which focuses on market segmentation, competitive analysis, and promotional campaigns to cater to diverse traveler preferences.

The online travel company engages customers through various digital channels, including social media platforms, to maintain a strong connection throughout the customer journey. By targeting tech-savvy individuals who value convenience and seek value-conscious deals, MakeMyTrip prioritizes safety in travel arrangements, ensuring the satisfaction of its buyer persona in India.

Although the majority of MakeMyTrip users in India are males aged between 25 and 39, the company aims to provide personalized experiences for customers of all ages. Leveraging search engine optimization (SEO), social media marketing , email marketing, and paid advertising campaigns, MakeMyTrip enhances online visibility, engages with customers, and drives conversions effectively in its marketing strategies.

Key Takeaways:

• MakeMyTrip is a significant player in the Indian online travel industry, with a net worth of $3.65 billion.
• The company’s marketing strategy focuses on market segmentation, competitive analysis, and promotional campaigns.
• MakeMyTrip engages customers through various digital channels, maintaining a strong connection throughout the customer journey.
• The majority of MakeMyTrip users in India are tech-savvy males aged between 25 and 39.
• The company employs SEO, social media marketing, email marketing, and paid advertising campaigns to enhance online visibility and engage with customers.

MakeMyTrip’s success can be attributed to its deep understanding of customers’ individual requirements, as it caters to a diverse audience, including young professionals, families, and adventure seekers. The company’s mobile app and website are user-friendly, providing optimized experiences for its users.

MakeMyTrip leverages customer data to personalize user experiences, leading to higher engagement and customer satisfaction. The comprehensive travel services provided by MakeMyTrip, including flights, hotels, holiday packages, and more, cater to diverse travel preferences and budgets.

The company prioritizes both customer acquisition and retention through personalized recommendations, loyalty programs, and exceptional customer service. MakeMyTrip collaborates with brand ambassadors like Alia Bhatt and Ranveer Singh for marketing campaigns and maintains an active presence on major social media platforms such as Facebook, Instagram, and Twitter.

MakeMyTrip invests significantly in search engine optimization (SEO) to ensure high visibility in travel-related searches. The company is also expanding to new destinations, both domestic and international, to meet evolving travel preferences. Gathering feedback through post-booking surveys and encouraging customer reviews helps MakeMyTrip improve services and build trust with its customers.

Looking towards the future, MakeMyTrip’s marketing strategies emphasize experiential marketing campaigns and sustainability initiatives for future growth. With tech-driven travel advancements, niche travel segment growth, and voice search integrations predicted for the industry, MakeMyTrip is poised to leverage technology and innovative customer experiences to maintain its market leadership position in the Indian travel industry.

• MakeMyTrip targets a diverse audience, including young professionals, families, and adventure seekers.
• The company’s mobile app and website provide optimized, user-friendly experiences.
• MakeMyTrip leverages customer data for personalization, leading to higher engagement and customer satisfaction.
• The company offers comprehensive travel services to cater to diverse travel preferences and budgets.
• MakeMyTrip prioritizes customer acquisition and retention through personalized recommendations, loyalty programs, and exceptional customer service.

MakeMyTrip Company Highlights

Founded in 2000 by Deep Kalra, MakeMyTrip Inc. is a leading online travel agency based in Gurgaon, Haryana. With a customer-first ethos, MakeMyTrip provides a wide range of travel services, including flight tickets, holiday packages, hotel reservations, rail and bus tickets. The company has established its presence across India through 65 retail stores in 50 cities and has expanded its reach globally with offices in New York City and Sydney.

MakeMyTrip holds a significant market share of close to 25% in the OTA hotel booking segment, a testament to its popularity and reliability. In 2019, the company generated a revenue of $104.95 million, with a net income of $338.76 million. With a dedicated workforce of 3051 individuals, MakeMyTrip manages to sell over 12,000 flight tickets, 1,000 hotel room nights, and more than 100 holiday packages daily.

In addition to its strong online presence, MakeMyTrip maintains a physical presence with 14 company-owned travel stores in 14 cities and over 30 franchisee-owned stores across 28 cities. The company also operates counters in four major airports within India. Furthermore, MakeMyTrip has established operational offices in international cities such as New York, Kuala Lumpur, Singapore, Bangkok, Phuket, and Dubai, ensuring a global footprint.

MakeMyTrip’s business model primarily focuses on B2C services, catering directly to customers’ travel needs. The revenue model is diversified, with 66% derived from airline ticket sales and 34% from non-air sources. The company also earns revenue through commissions from travel agencies and direct customers. This customer-centric approach, combined with strategic marketing methods, has helped MakeMyTrip build a loyal customer base and establish itself as a trusted name in the online travel industry.

Market Overview of Online Travel Industry

The travel and tourism sector is a thriving industry that continues to experience significant growth. With projected revenue of US $31.45 billion by 2027, the travel and tourism sector is poised for a Compound Yearly Growth Rate (CAGR) of 12.18% between 2023 and 2027. This upward trajectory indicates promising revenue growth and ample opportunities within the online travel industry.

In the online travel industry, leading companies like MakeMyTrip play a crucial role. MakeMyTrip is India’s premier online travel agency, with a substantial online presence and nearly eight million monthly visitors to its website. The company offers a wide range of services, including flight tickets, bus tickets, hotel accommodations, holiday packages, and vehicle rentals through its user-friendly platform encompassing its website, mobile app, and physical stores.

One of MakeMyTrip’s key competitive advantages lies in its dynamic pricing model, which sets it apart from its rivals in the industry. This model allows MakeMyTrip to offer customized experiences to each client based on market dynamics, ensuring a tailored and personalized journey for travelers.

Competitive Landscape in the Online Travel Industry

The online travel industry is fiercely competitive, with several key players vying for market share, service quality, and technological advancements. MakeMyTrip faces competitors such as Yatra, Booking.com, Cleartrip, Expedia, Travelguru, and EaseMyTrip. These industry giants constantly innovate and leverage their strengths to stay ahead.

In terms of revenue strategies, MakeMyTrip focuses on selling products under five broad categories and offering differentiated features. Additionally, the company adopts a competitive pricing strategy by bundling products and setting fixed prices. This multifaceted approach ensures that MakeMyTrip remains competitive and appeals to a wide range of customers.

Market Share and Revenue Streams of MakeMyTrip

MakeMyTrip holds a solid 24% market share in the domestic flight ticketing market. The company generates revenue through various segments, with a 65% contribution coming from domestic and international air ticket sales. The remaining 35% is generated through segments like advertising, hotel booking commissions, rail and bus ticket sales, and travel insurance commissions.

Despite the challenging impact of the COVID-19 pandemic on the travel industry, MakeMyTrip’s revenues have more than doubled, underscoring its resilience and ability to adapt to changing market conditions.

MakeMyTrip’s revenue streams are diversified, and the company continues to explore new avenues for growth and expansion within the online travel industry.

Market trends play a crucial role in the online travel industry. Staying abreast of these trends is essential for companies like MakeMyTrip to stay competitive and effectively meet customer demands. By analyzing market dynamics, MakeMyTrip can make informed decisions and develop strategies that cater to the evolving landscape of the travel industry.

Business Model and Revenue Streams of MakeMyTrip

MakeMyTrip, one of the leading online travel companies, has built a robust business model that allows it to generate revenue from multiple streams. By strategically combining its offerings, MakeMyTrip has created a sustainable and lucrative financial model that drives its success in the travel industry.

One of the primary revenue streams for MakeMyTrip is its commission-based model. The company earns a significant portion of its revenue by charging commissions ranging from 5% to 10% on airline ticket sales made through its platform. With over 12,000 flight tickets sold daily, this commission-based revenue stream plays a crucial role in driving MakeMyTrip’s financial growth. While the commission earned on railway tickets is lower, it still contributes to the company’s overall revenue.

Moreover, MakeMyTrip generates revenue through hotel booking commissions. Although not a primary source due to customer preferences for direct bookings, MakeMyTrip still earns commissions from hotel reservations made through its platform. The commission rates vary based on factors such as location, star rating, and room tariff.

In addition to commissions, MakeMyTrip leverages its platform for advertising and promotional activities. By partnering with companies like Tata, Kingfisher, SpiceJet, and others, MakeMyTrip generates revenue through marketing partnerships. These collaborations allow the company to showcase promotional offers and encourage customer engagement.

MakeMyTrip also offers value-added services to enhance the customer experience. These services, such as visa processing and travel insurance, contribute to the company’s revenue streams. By providing these additional offerings, MakeMyTrip caters to the evolving needs of travelers while generating additional income.

Furthermore, MakeMyTrip has expanded its global presence with offices in New York, Kuala Lumpur, Singapore, Bangkok, Phuket, and Dubai. This global expansion allows the company to tap into various markets and diversify its revenue streams.

In summary, MakeMyTrip’s business model incorporates various revenue streams, including commissions, advertising, and value-added services. By strategically aligning its offerings, the company ensures a steady and substantial income, contributing to its financial success and enabling continued growth in the competitive online travel industry.

Growth Strategies of MakeMyTrip

MakeMyTrip, a leading player in the online travel industry, has implemented a range of growth strategies to solidify its position in the market and enhance its offerings. These strategies encompass various aspects such as technological innovation, strategic acquisitions, marketing, and branding.

Technological Innovation

MakeMyTrip understands the importance of technological advancements in the travel industry. The company has continuously invested in innovative solutions to enhance the customer experience. One example is their user-friendly platform, which enables seamless navigation and easy bookings. Additionally, MakeMyTrip leverages big data and artificial intelligence to provide personalized recommendations, ensuring a tailored experience for each user.

Strategic Acquisitions

MakeMyTrip’s strategic acquisitions have played a pivotal role in expanding the company’s services and market reach. Notably, the acquisition of Ibibo Group’s India operations in 2016 valued MakeMyTrip at $1.8 billion. This acquisition allowed MakeMyTrip to consolidate leading travel brands like Goibibo, Redbus, Ryde, and Rightstay under one umbrella, creating a comprehensive one-stop-shop for Indian travelers.

Marketing and Branding

A robust marketing and branding strategy has been fundamental in establishing MakeMyTrip as a trusted and recognized brand. The company has effectively used various marketing channels , including digital marketing campaigns and endorsements by popular celebrities like Ranveer Singh, Alia Bhatt, and Diana Penty in their TV commercials. These efforts have significantly contributed to increasing brand recognition and attracting a wider audience.

MakeMyTrip has successfully executed its growth strategies, resulting in impressive achievements. In Q3 of 2018 alone, MakeMyTrip sold 5.5 million room nights, 10 million air tickets, and 11 million bus tickets, showcasing the company’s substantial market presence and customer demand.

Furthermore, MakeMyTrip’s official Facebook page has accumulated more than 2.5 million likes, and their official YouTube channel has reached over 1.5 million views with 42K subscribers. These metrics highlight the strong engagement and following that MakeMyTrip has garnered.

MakeMyTrip’s commitment to sustainable growth is evident in their positive impact on the environment. Through a dedicated tree plantation drive, the company has planted 1 million trees in Rajasthan over 10 years, aligning with the goals of the environmentally conscious millennials who are a key target market for MakeMyTrip.

With a 42% market share in the e-travel industry in India, MakeMyTrip continues to dominate the online travel sector. The company’s future growth plans include doubling its growth relative to the underlying travel market, as well as targeting operating margins of 17-18% in the medium term and approximately 20% in the long term.

MakeMyTrip’s focus on technological innovation, strategic acquisitions, marketing, and branding have proven to be integral to their growth and success. By leveraging these strategies effectively, MakeMyTrip solidifies its position as a leader in the online travel industry and continues to provide innovative solutions and exceptional experiences to its customers.

Competitive Analysis of MakeMyTrip

MakeMyTrip, as India’s leading online travel agency, operates in a highly competitive online travel market. The company faces strong competition from key players such as Yatra, Cleartrip, Expedia, and others. These competitors offer similar travel services and solutions, aiming to capture a share of the growing online travel market.

Despite the competition, MakeMyTrip has managed to establish itself as a dominant player in the industry. With nearly eight million monthly visitors to its site, MakeMyTrip has a significant advantage in terms of brand recognition and customer base.

MakeMyTrip differentiates itself through its customer-centric approach, reliable platform, and continuous innovation. The company’s dynamic pricing model allows it to adapt to market trends, providing customers with customized experiences and competitive pricing. MakeMyTrip also offers access to over 1,84,000 hotels and custom holiday packages for both domestic and international destinations, further enhancing its value proposition.

In addition to its online presence, MakeMyTrip utilizes a multichannel distribution strategy, selling its travel products through mobile apps, physical stores, wholesalers, and retailers across the country. This broad distribution network strengthens MakeMyTrip’s market reach and brand visibility.

MakeMyTrip Products and Services

MakeMyTrip, a leading player in the online travel industry, offers a diverse range of travel-related services to cater to the needs of its customers. With its user-friendly platform and extensive partnerships, MakeMyTrip aims to provide a seamless travel booking experience.

MakeMyTrip offers a comprehensive selection of flight tickets, covering both domestic and international destinations. Customers can choose from a wide range of airlines and avail of competitive prices, making it convenient to book their preferred flights.

When it comes to hotel reservations, MakeMyTrip leaves no stone unturned. With a vast inventory of hotels, ranging from budget accommodations to luxury resorts, customers can find the perfect place to stay. MakeMyTrip’s user-friendly platform allows travelers to compare prices, read reviews, and make informed decisions.

Bus Tickets

MakeMyTrip also caters to travelers who prefer bus travel. With their extensive network and partnerships with bus operators, customers can conveniently book their bus tickets for various destinations. The platform provides options for different bus types, seat selection, and real-time availability updates.

Holiday Packages

For those who prefer hassle-free travel planning, MakeMyTrip offers a wide range of holiday packages. From domestic getaways to international tours, customers can choose from curated itineraries that include flights, accommodations, local transportation, sightseeing, and more. These packages ensure a memorable and well-organized travel experience.

Mobile Solutions

MakeMyTrip understands the importance of mobile solutions in today’s fast-paced world. Their travel mobile app allows customers to access all their services on the go. From flight and hotel bookings to bus ticket reservations, customers can enjoy the convenience of booking and managing their travel plans directly from their mobile devices.

MakeMyTrip’s continuous efforts to enhance user experience and provide innovative travel solutions have made it one of India’s best travel portals. With a customer-centric approach and a wide range of products and services, MakeMyTrip aims to make travel planning and booking a breeze for travelers across the globe.

Challenges Faced by MakeMyTrip

MakeMyTrip, a prominent player in the online travel industry, has encountered several challenges in its journey to become a market leader. These challenges arise from intense competition, regulatory hurdles, and economic factors that impact the travel and tourism sector.

Intense Competition

MakeMyTrip operates in a highly competitive environment, facing competition from both domestic and international online travel agencies. Rival companies constantly strive to capture market share and attract customers through various strategies and offerings. This intense competition drives MakeMyTrip to continuously innovate and differentiate itself to maintain its position as a leading online travel platform.

Regulatory Hurdles

The travel and tourism industry is subject to various regulations and compliance requirements. MakeMyTrip must navigate these regulatory hurdles to ensure its operations adhere to legal frameworks. This includes compliance with government policies related to travel, visas, and safety standards. Stringent regulations can pose challenges in terms of operational efficiency and adapting to evolving compliance requirements.

Economic Factors

Economic factors significantly impact the travel industry, and MakeMyTrip is not immune to their effects. Economic downturns, fluctuations in currency exchange rates, and changes in consumer spending patterns can all impact the demand for travel services. Additionally, events such as global pandemics or policy changes can disrupt the travel ecosystem, requiring MakeMyTrip to swiftly adapt its strategies to mitigate the impact of these economic factors.

MakeMyTrip recognizes the importance of addressing these challenges to sustain its growth and success. The company employs agile strategies and leverages its expertise to overcome these hurdles and maintain its leadership position in the online travel industry.

MakeMyTrip, founded by Deep Kalra in 2000, has emerged as a leading player in the online travel industry. With 30+ franchised stores and 14 outlets across 28 cities, MakeMyTrip has established a strong presence in the market. The company’s mobile app, launched in 2012, provides over 1 million routes across India, offering a convenient and accessible travel experience for users.

MakeMyTrip’s success can be attributed to its commitment to innovation and customer satisfaction. The company has raised a total of $548 million in funding, enabling it to invest in advanced technologies such as AI and machine learning. These technologies enhance the mobile experience, ensuring personalized recommendations and seamless booking processes for users.

In line with the global trend towards sustainable travel, MakeMyTrip is also championing eco-friendly initiatives. By promoting sustainable travel options and partnering with responsible suppliers, the company aims to contribute to a greener future. MakeMyTrip’s dedication to sustainability extends to its geographic expansion strategy, targeting emerging markets where sustainable travel is gaining traction.

Looking ahead, MakeMyTrip is well-positioned for future growth and success. With a diverse customer segment and a focus on Small and Medium Enterprises (SMEs) in the corporate travel segment, the company has ample room for expansion. By diversifying into related services and leveraging its large user base, MakeMyTrip aims to capture a significant share of the travel market. With its solid foundation, innovative approach, and customer-centric mindset, MakeMyTrip is poised to continue its upward trajectory in the online travel industry.

What is MakeMyTrip’s business model?

How does makemytrip differentiate itself from its competitors, what services does makemytrip offer, what are some of the challenges faced by makemytrip, what are makemytrip’s growth strategies, related posts:.

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Nina Sheridan is a seasoned author at Latterly.org, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.

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CASE STUDY on TRAVELOKA

Promoting brand and work culture with functional workplace interiors.

The Design Brief

Traveloka wanted a space that could be constructed in phases with a provision for future team expansion. The Company already had a fixed material palette for consistency across international offices. With this latest location, Traveloka was looking for a contemporary workplace that evoked corporate culture while providing staff sufficient room for social interaction, in addition to a flexible work environment. Traveloka has a flat organizational structure and thus wanted open working spaces. Closed spaces were to be limited only to meeting and conference rooms.

The biggest project challenge for Team Zyeta was to design the space in a way that didn’t appear incomplete while maintaining the peripheries for expansion. Incorporating Traveloka’s globally established material palette and design standards into the new layout was another project requirement.

The Floor Plan and the Interior Layout

Traveloka’s building was fitted with a deck ceiling which became a major design element for the project. To promote the ceiling’s raw look, the entire design was crafted around this focal point.

The Company’s travel agency background was the design inspiration for the project. Hence, the layout is expressed as a map where one is free-flowingly navigated through the assorted office segments. These are well defined, and there is a clear division between primary and secondary corridors. Through the primary corridor, a visitor is freely guided to the common informal spaces like activity areas, cafeteria, and lounges from the reception, without being able to access the workstation area. On the other hand, employees can take the secondary corridor route which leads to the workstation and meeting room area directly.

The overall floorplan consists of a fusion of collaborative spaces, workstations, ABW spaces, and dedicated enclosed meeting rooms with standard screen elements that help separate the different sections from one another. The interior of the office was smartly compartmentalized to include the permanent staff as well as a floating population in order to maintain the co-working nature of the travel industry.

One of the highlights of the project was the use of the Company’s visual brand identity as a major influence on various aspects of the design. From matching brand colors to abstracts, the interior journey of the office space beautifully aligns with the Company’s global brand.

Reception: Traveloka’s reception was intentionally designed to project a glimpse of the company’s work culture. The front view of the reception depicts a warm and homey feeling with a brick cladding background and IPS flooring. The decorative downlight further accentuates the feeling of being welcomed.

Workstation: The workstation area has a breakout with a semi-open meeting place with metal screens right at the center. This space is for internal discussions and short meetings among various teams. There is also a mobile phone pod that functions as a time-out from the common workspace and can be used for private one-on-one discussions or telephonic conversations.

Front View Workstation: A front view of the workstation area reveals the variety in seating patterns. This encourages neighborhood discussions and interactions among different teams and individuals.

In Conclusion

Traveloka’s new Bengaluru office speaks to the highest international standards of new age interior design. The workplace provides cutting-edge space solutions that not only strengthen the office cohesion but also value employee privacy while promoting the Company’s global brand identity.

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Video Case Study – How Avelo Airlines is Elevating Travel with PayPal

PayPal Editorial Staff

September 4, 2024

Known for leading the industry in on-time performance and low cancellation rates, Avelo Airlines collaborated with PayPal to enhance their customer experience and streamline operations.

From day one, Avelo Airlines has focused on delivering an unparalleled travel experience. To achieve this, they needed a payment solution that was not only robust but also aligned with their commitment to innovation and excellence. Enter PayPal.

Since implementing PayPal solutions, Avelo’s conversion rate has increased, offering a smoother, more convenient checkout process for their customers. Avelo views PayPal as more than just a payment processor; it’s their number one technology partner.

We spoke with Andrew Levy, Founder, Chairman & CEO, and Hunter Keay, Chief Financial Officer, of Avelo Airlines, who share how PayPal has become an integral part of their success story.

Watch the video to learn how PayPal is helping Avelo Airlines inspire travel and innovate to stay ahead in the fast-paced airline industry.

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How to Write a Business Case for Travel? – Explained

In modern business world, strategic travel is often a linchpin for growth, client engagement, and team collaboration. 

Crafting a compelling business case for travel is a skill that can significantly impact the success of such ventures.

 In this blog post, we will delve into the intricacies of “how to write a business case for travel,” equipping you with the essential tools to present a persuasive argument for your travel plans. 

From understanding the purpose of your journey to conducting a thorough cost-benefit analysis and addressing stakeholder concerns, this step-by-step walkthrough will empower you to navigate the process of articulating the value and necessity of business travel within your organization. 

Join us on this journey as we unlock the key components to construct a convincing narrative that not only gains executive approval but also ensures the seamless execution of your travel aspirations.

what is a business case?

A business case is a detailed document that outlines the justification for initiating a specific business project or venture.

It serves as a comprehensive argument, presenting the reasoning and evidence for why a particular course of action should be pursued.

Business cases are typically prepared to support decision-making processes, seeking approval, funding, or resources from stakeholders within an organization.

A well-constructed business case is crucial for securing support, resources, and approvals from decision-makers within an organization.

It provides a structured and evidence-based approach to justifying business decisions and helps ensure that proposed initiatives align with the strategic goals of the organization.

For Further reading: How to Write a Good Business Case?

Why writing a business case for travel is important?

Writing a business case for travel is crucial for several reasons, as it provides a structured and evidence-based rationale for initiating travel-related activities within an organization.

Here are five key reasons why it’s important:

Strategic Alignment

A well-crafted business case ensures that the proposed travel aligns with the overall strategic objectives and goals of the organization. It helps stakeholders understand how the travel supports the company’s mission and contributes to its long-term success.

Resource Justification

Travel often incurs significant expenses, including transportation, accommodation, and meals. A business case provides a detailed breakdown of these costs and justifies the allocation of resources by demonstrating the anticipated return on investment (ROI) and the overall value the travel will bring to the organization.

Risk Mitigation

Travel inherently involves risks, whether logistical, financial, or operational. A business case allows for the identification and assessment of potential risks, providing an opportunity to develop strategies for mitigation. This proactive approach helps organizations navigate potential challenges and uncertainties associated with the proposed travel.

Stakeholder Buy-In

Effective communication is key to gaining support from stakeholders. A well-articulated business case outlines the benefits of the travel, addresses concerns, and demonstrates how the interests of key stakeholders are considered. This, in turn, increases the likelihood of obtaining approval and support for the travel plans.

Performance Measurement

A business case sets clear objectives and metrics for success, enabling organizations to measure the performance and impact of the travel. This data-driven approach allows for the evaluation of the travel’s effectiveness in meeting its intended goals and justifies future travel initiatives based on demonstrated success.

Structure of Business Case for Travel 

Below is the structure of a business case for travel that will help you to present your case for management approval.

Executive Summary

The Executive Summary serves as the gateway to a compelling business case for travel, encapsulating the essence of the document in a succinct manner.

This section is a concise overview that encapsulates the core elements of “how to write a business case for travel.”

It outlines the primary objectives of the proposed travel, emphasizing the strategic alignment with the organization’s goals.

It succinctly presents key information such as anticipated benefits, estimated costs, and the overarching value proposition.

Background and Context 

In this section, the focus is on providing a comprehensive understanding of the circumstances that necessitate the proposed travel.

This section addresses the “why” behind the travel initiative.

It begins by highlighting the current state of affairs, outlining any challenges, opportunities, or trends that have prompted the consideration of travel as a strategic response.

Additionally, it delves into the historical context, examining past instances of similar travel endeavors and their outcomes.

By weaving together a narrative that contextualizes the proposed travel, this section sets the stage for the subsequent analysis, laying a solid foundation for stakeholders to grasp the rationale and urgency behind the need for business-related travel.

Travel Plans with Business Goals 

In the “Travel Plans with Business Goals” section of the business case, the primary focus is on establishing a clear and direct connection between the proposed travel and the overarching business objectives.

This section serves as the bridge between the strategic vision of the organization and the specific details of the travel initiative.

It outlines in detail how the proposed travel aligns with and contributes to the achievement of key business goals.

Whether it involves client meetings, industry conferences, or team-building activities, this section elucidates the tangible ways in which the travel plans are intricately linked to the strategic priorities of the organization.

By emphasizing this alignment, stakeholders gain a deeper appreciation for the integral role that the proposed travel plays in advancing the broader mission and success of the business.

Timeline and Implementation

In this section, the focus shifts to the practical aspects of executing the proposed travel plans.

This section provides a detailed roadmap outlining the chronological sequence of activities leading up to and during the travel period.

It includes a well-structured timeline with key milestones, deadlines, and checkpoints, ensuring a systematic and organized approach to implementation.

Additionally, the section addresses logistical considerations, such as transportation, accommodation, and any necessary reservations or permits.

By presenting a clear and realistic plan for how the travel will unfold, stakeholders can better visualize the practicalities involved, fostering confidence in the feasibility and effective execution of the proposed business travel initiative.

Estimated Expense 

This is a critical component that provides a detailed breakdown of the anticipated costs associated with the proposed travel plans.

It includes a comprehensive analysis of expenses, encompassing transportation, accommodation, meals, and any other relevant costs such as conference fees or client entertainment.

This section aims to present a realistic and well-researched estimate, ensuring transparency and accountability in financial planning.

By providing a thorough cost projection, stakeholders can assess the fiscal implications of the travel initiative and make informed decisions about resource allocation.

Additionally, the Estimated Expense section contributes to the overall financial viability of the business case, emphasizing the importance of cost-effectiveness and demonstrating a strategic approach to budgeting for the proposed travel.

Benefits 

The “Benefits” section of the business case for travel is pivotal in articulating the positive outcomes and value that the proposed travel initiative will bring to the organization. This section goes beyond financial considerations and delves into the broader advantages that align with the business goals. It may include:

Business Growth:  Highlighting how the travel will contribute to expanding the business, securing new clients, or entering new markets.

Client Relationship Enhancement:  Discussing how face-to-face interactions during the travel can strengthen client relationships, leading to increased satisfaction and loyalty.

Team Collaboration:  Emphasizing the impact of in-person collaboration on team dynamics, innovation, and overall productivity.

Knowledge Transfer:  Demonstrating how the travel can facilitate the transfer of knowledge, skills, or best practices within the organization.

Market Insights:  Describing how participation in industry events or conferences during the travel can provide valuable market insights and a competitive edge.

Cost Benefit Analysis

The “Cost-Benefit Analysis” section of the business case for travel is a critical component that involves a systematic evaluation of the anticipated costs and benefits associated with the proposed travel initiative.

This analysis aims to provide decision-makers with a comprehensive understanding of the financial implications and the potential return on investment (ROI).

Cost Analysis:

Direct Costs:  Breakdown of specific expenses such as transportation, accommodation, meals, conference fees, etc.

Indirect Costs:  Consideration of additional expenses like employee time away from regular duties.

Benefit Analysis:

Tangible Benefits:  Quantifiable gains such as increased sales, new client acquisitions, or revenue generation.

Intangible Benefits :  Non-monetary advantages like enhanced team morale, improved client relationships, or brand visibility.

Return on Investment (ROI):

Calculation of the ratio between the net benefits and the total costs, expressed as a percentage.

ROI = [(Total Benefits – Total Costs) / Total Costs] x 100

Breakeven Analysis:

Determination of the point at which the benefits equal the costs, indicating when the initiative becomes financially viable.

Sensitivity Analysis:

Exploration of how variations in key assumptions (e.g., sales projections, cost estimates) can impact the overall analysis.

By presenting a thorough Cost-Benefit Analysis, this section enables stakeholders to make informed decisions about the financial viability and overall merit of the proposed business travel, ensuring that the benefits outweigh the associated costs.

Risk Assessment and Mitigation 

The “Risk Assessment and Mitigation” section of the business case for travel is a proactive evaluation of potential challenges and uncertainties associated with the proposed travel initiative. This section is crucial for anticipating and addressing risks to ensure a smooth and successful execution. The process typically involves:

Identification of Risks:

Systematic identification of potential risks related to travel logistics, external factors, market conditions, or unforeseen events.

Categorization of risks into different types, such as operational, financial, legal, or reputational.

Risk Analysis:

Assessment of the likelihood and impact of each identified risk.

Prioritization of risks based on their severity and potential consequences.

Mitigation Strategies:

Development of proactive strategies and action plans to minimize or eliminate identified risks.

Allocation of responsibilities and resources for implementing mitigation measures.

Contingency Planning:

Establishment of contingency plans to address unforeseen events or risks that may still occur despite mitigation efforts.

Contingency plans outline the steps to be taken in response to specific risk scenarios.

Monitoring and Review:

Implementation of a monitoring mechanism to track the effectiveness of risk mitigation strategies.

Regular review and update of the risk assessment and mitigation plans to adapt to changing circumstances.

Compliance and Policy Adherence 

The “Compliance and Policy Adherence” section of the business case for travel underscores the importance of aligning the proposed travel plans with the established policies, regulations, and ethical standards of the organization. This section serves to assure stakeholders that the travel initiative will be executed in a manner consistent with legal and internal guidelines. Key considerations include:

Policy Overview:

Clearly articulating the relevant organizational policies, regulations, and guidelines related to travel.

Highlighting any industry-specific standards that need to be adhered to.

Legal Compliance:

Ensuring that the proposed travel plans comply with local, national, and international laws and regulations.

Addressing any legal requirements, such as visas, permits, or documentation.

Ethical Considerations:

Demonstrating a commitment to ethical business practices and integrity throughout the travel initiative.

Addressing any potential conflicts of interest or ethical dilemmas associated with the travel.

Data Security and Privacy:

Ensuring that the handling of sensitive information during the travel adheres to data protection and privacy policies.

Outlining measures taken to safeguard confidential information.

Insurance and Liability:

Verifying that the proposed travel plans are covered by appropriate insurance policies.

Clarifying responsibilities and liabilities in the event of unforeseen incidents

Tips for Writing a Good Business Case for Travel 

Writing a compelling business case for travel is essential for gaining support and approval from stakeholders. Here are some tips to ensure your business case effectively communicates the value and justification for the proposed travel:

Clearly Define Objectives

Clearly articulate the specific objectives and goals of the proposed travel. Ensure that these align with the overall strategic objectives of the organization.

Know Your Audience

Tailor your business case to the specific needs and interests of your audience. Consider what information is most relevant and persuasive for decision-makers.

Data-Driven Approach

Support your arguments with relevant data and evidence. Utilize historical travel data, market research, and financial projections to strengthen your case.

Emphasize Strategic Alignment

Highlight how the proposed travel aligns with the organization’s strategic goals and contributes to its long-term success. Connect the dots between the travel and key business priorities.

Address Stakeholder Concern

Anticipate and address the concerns of key stakeholders. Demonstrate an understanding of their perspectives and show how the travel plans accommodate their interests.

Quantify Benefits

Clearly quantify the anticipated benefits of the travel, both tangible and intangible. Use metrics and key performance indicators (KPIs) to demonstrate the potential return on investment.

Conduct a Thorough Cost-Benefit Analysis

Provide a detailed breakdown of anticipated expenses and conduct a robust cost-benefit analysis. Clearly show that the benefits outweigh the costs.

Risk Management

Proactively identify potential risks associated with the travel and present a comprehensive plan for risk management and mitigation. This demonstrates foresight and preparedness.

Use a Structured Format

Organize your business case in a logical and structured format. Typically, include sections such as Executive Summary, Background, Objectives, Analysis, Recommendations, and Appendices.

Clarity and Concisenes

Keep the language clear, concise, and jargon-free. Clearly communicate the key points without unnecessary complexity.

Visual Aids

Use visual aids, such as charts or graphs, to present complex information in a more accessible and visually appealing manner.

Review and Revise

Review your business case thoroughly for clarity, coherence, and completeness. Seek input from others and be open to revisions that strengthen your case.

Anticipate Questions

Put yourself in the shoes of decision-makers and anticipate the questions they might have. Address these questions preemptively in your business case.

Be Persuasive

Craft your business case in a persuasive tone. Clearly communicate the passion and conviction behind the proposed travel plans.

By incorporating these tips into your business case for travel, you can increase its effectiveness in persuading stakeholders and securing the support needed for the successful execution of your travel initiative.

Final Words 

A well-articulated business case for travel is not merely a document; it is a strategic roadmap that navigates the intersection of organizational goals and practical execution. By weaving together a compelling narrative that aligns the proposed travel with overarching business objectives, quantifies benefits, addresses stakeholder concerns, and systematically mitigates potential risks, this business case stands as a robust framework for informed decision-making.  As decision-makers consider the merits of the proposal, this business case serves as a persuasive tool, underscoring the calculated planning, strategic foresight, and tangible value inherent in the envisioned travel initiative.

About The Author

Tahir Abbas

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Top Travel Agency Challenges and its Expert Solutions: Case Study

• Written by Varun Bhagat
• Published November 30, 2023

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“Traveling an extra mile for your convenience”

Tourism is emerging as one of the biggest human resource absorbing sectors providing millions of job opportunities, investment opportunities, and business avenues for travel agencies. Acting as an intermediary or even one-stop solution for clients, travel agencies have to cater to a large audience on a daily basis along with humongous data management.

Trade experts predict that the travel industry is expected to reach revenue of $1.7 trillion by the year 2022 . With such a booming sector, the stakes are often quite high! Despite being one of the largest business domains, travel business owners face several issues on a daily basis. One of them is their recurrent billing and serving a huge client base.

Invoicera was made familiar to the existing conundrum of these travel agencies through one of our clients. They came with several invoicing problems along with challenges to manage their staff, vendors, and clients. Every business tries its best to capture maximum market share in order to extend the best in industry services, but such challenges often render them helpless to overpowering issues.

Here are some of the Travel agency challenges which were presented before us.

Challenge 1: Huge Client Base but no effective management tool

Travel agencies enjoy a huge client base and their business operation runs throughout the year across national borders. The request for the services could be either made online, offline or even through mobile apps. They not only have to manage the data but also make their processes faster for enhances efficiency.

Our client came with the issue of data management wherein, he had to send timely invoices to recurrent clients along with tour package details, currency conversion rate, city tax inclusions and much more on a single platform. As discussed above, travel agencies serve to a huge client base and sometimes acts as an intermediary between the vendors and customers. Hence separate dedicated portals are required for efficient management.

Invoicera created an all in one portal for the client which had the following features:

>>> Importable client list into the Invoicera account with relevant details.

>>> Dedicated space for client service for enhanced efficiency.

>>> Issue Purchase Orders which can be converted into Invoices.

>>> The agent can access all the services and bookings done in the past.

>>> Late payment addition, Credit notes were issued if there was an advance payment.

>>> Healthy cash flow through regular payments are done online.

Let us have a Quick View of this Video to know Challenges and its Solution

Challenge 2 – Unable to cater to recurrent accounts

Most of the travelers have become smart nowadays and are now fully aware of their packages. Agencies always try to satisfy the needs of their recurrent clients in order to ensure smoother cashflow and better management of the client’s account. Payment management is yet another issue in such scenarios.

As an all-round travel agency, our client had the motive to serve as many requests as they can. Most of their customers were business firms that had frequent travelers along with tourists bookings. In such a scenario, the customers had to be billed on a regular basis.

This was achieved by setting up an in-house bespoke recurrent billing software which generated invoices on the basis of time conditions. This automated billing software was able to manage the frequency of invoices in order to build a reliable relationship.

The client could also send regular payment reminders and late fees in case of late payments. All the pending, approved and received payments can be tracked through custom reports for better analysis along with acute record-keeping in real-time.

Challenge 3 – Adding their charges and taxes to the invoice

The traditional invoices which are generated are subjected to the legal systems of the native country. In such a case, the uncustomized invoices become a mess as they have to customize as per the laws and regulations of the destination country. The taxes, charges, duties, etc have to be added in the invoice beforehand to avoid any trouble upon reaching.

Often times, travel agencies extend their services as a third party in which they act as a medium between the customer and booking agency. In such scenarios, they often have to add their own service charge to the invoice. For example, an agent booked a package from your firm for one of his clients. Hence while giving out the invoice to your agent, you would add your nominal service charge, profits, and relevant taxes too. This could only be done if the agency has to sole authority to edit their invoices.

  We created a self-serving portal for our client wherein every field of the invoice could be edited as per the norms of the agency. They could customize the details which could be added to the invoice, such as taxes, charges and much more to send invoices at a lightning-fast speed.

Challenge 4 – Currency and Language barrier

The tourism business is one of the largest growing trends catering to huge market share right from leisure tourists to business professionals. Business tourism is not just about global connectivity but is also seen as a viable income option as well.

Since international tourism is on the rise, hence there is an emerging need to customize our invoices as per the language and currency system of the client’s country. An ineffective system would hamper our client’s ability to target the global market and clientele leaving their customers confused in a foreign local.

If the invoice is created in a language and denomination system local to the client, then it becomes difficult for them to adopt the legacy systems of their destination country.

In order to bridge this gap, custom invoicing software was created which allowed them to fix this issue.

In order to facilitate their invoicing, the client could now send invoices in the language which was native to their customers. They could choose from a group of international languages for effective communication. Not only this, but they could send their invoices as per the denomination system of the customer’s country. Invoicera comes with more than 30+ integrated payment gateways, thus receiving or sending money will never be a problem irrespective of their location anywhere in the world. They could even track their payments through filtered tracking and update their invoices in real-time if necessary.

Challenge 5 – Tedious Invoicing Process

As discussed above, the travel agency invoices have to be detailed for effective communication. They have to send recurring bills to their regular clients and also have to do regular follow-ups for payments.

In case of late payment, it could lead to an imbalanced account leading to a cash crunch. Hence they again need an efficient expense management tool that could help them in managing their expense reports, financial forecasting and tailor-made reports for effective analysis.

Since our client had an international user base too, hence it was of grave importance to provide a fruitful solution to their predicaments which could have had an adverse impact on their business. Huge staked were in front of us as the software had to be customized completely as per their needs and integrate it into their existing systems. Along with all the challenges, providing them secure data hosting cloud storage was also important to avoid data theft or leakage.

We created an all in one invoicing software for our client which provided one-stop solutions to them. Invoicera comes with an efficient expense management system that allowed the client to maintain balanced accounts through custom reports. Invoicera also provided 60+ integration into their existing ERP & CRM systems to facilitate smoother workflow

The custom financial reports came in handy for financial forecasting helping them to strategize better for their business. These custom reports could be filtered as per the given attributions, thus simplifying the whole invoicing process and sending lightning-fast invoices in one click.

Do you want to know about solutions done through Invoicera?

| Click to know more

Invoicera banks upon its 14+ years of experience in this domain, very well knowing what our client wants. The custom billing software made it possible for them to utilize their resources to the maximum along with enhancing their overall productivity. 

Invoicera takes pride in providing our clients with an expert software solution in a limited time. Through customized software integrated into their existing legacy systems, Invoicera provided them features like custom billing, client management, recurring billing, expense management, multi-language and currency, payment management, customized invoicing along several others feature with one of the most trusted client service satisfaction. 

After some regular follow-ups, the client appreciated our efforts and told us how they have simplified their business process and made it faster almost by 40%. Switch to the best invoicing software appreciated by over 3+ million users worldwide.

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Case Study: Travel and Tourism

Written by PortMA

• Market Research Case Studies

The Brand Challenge How do you convince consumers to spend significant money on something that exists only as an experience? This was the challenge of a tourist destination with a dusty reputation. The client needed to get consumers to rethink what they thought they knew about the destination and open their eyes to a whole new set of experiential possibilities. What better marketing to meet this challenge than an experiential marketing campaign?

The Campaign The campaign team brought the destination to the consumer. With a number of haulers, the team transplanted their large footprint to state fairs, local festivals, and other major events across the country to share the vacation experience firsthand. With interactive games, virtual reality rides, immersive multi-walled video displays, and multiple branded take-aways the agency set out to dismiss past stereotypes stop consumers in their tracks, and get them to reconsider their next vacation destination. And it worked. Really well. Consistently.

The Measurement Strategy Insights for this campaign couldn’t focus just on the immediate impact on consumer travel intention; we needed to have a plan that would clearly demonstrate if consumers actually visited. But how do you do this when a family may wait as long as 6 months before they actually book a trip? We asked them.

• Exit Surveys. As patrons exited the event, we surveyed them on their past experiences, past points of view, and a new view of the tourist destination.
• Post-Event Survey. Any patron to the event registered with the tour team and provided his email address. We used these email addresses to follow-up three weeks later to ask what they remember, what actions they’d taken, and what actions they planned to take.
• Follow-Up Survey. Using the same email addresses, we reached back out to patrons after six months and asked again what they remember, what they’ve done, and what they plan to do.

The results were consistently remarkable. (Hint: You can double your response rate with a survey to patrons after the event if you offer a $50 drawing. No more, no less. We tested a number of amounts and a $50 gift card was the optimal level for a gift card.)

The Results We delivered a report after each event to the agency. The agency forwarded these on to their client. The data from the exit survey showed that for most event locations, the impact was strong, with as much as 25% of event patrons experiencing a significant shift in their attitudes about the destination as a great vacation option. The post-event surveys showed that this positive shift continued with the majority (90%) of patrons three weeks and six months later. After three weeks, 10 to 15% of patrons reported they had planned a trip and 20 to 30% said they intended to take a trip. Six months after the experience 11% (consistently across events) reported that they had booked a trip to the destination for a vacation.

With an average spend of $1,100 or more per visit, it was easy to see the ROI. The typical event engaged 3,934 consumers over a week with the full immersive experience. With 11% visiting the destination at a value of $1,100 each (a client provided figure), each stop was generating upwards of $476,000 in incremental value. It was easy for everyone involved to see the value and importance of the program.

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FCM Consulting Releases Global Quarterly Trend Report for Q2-2024

Strong passenger demand leads to continued growth for the business  travel industry, despite the rising costs of airfare throughout the year.

New York, NY ( September 5, 2024)  – FCM Consulting, a division of leading travel management company FCM Travel, today released its latest Global Quarterly Trend Report for Q2-2024, which provides an insightful look at forecasts for the year ahead and the key trends shaping the business travel industry. The report is sourced using FCM’s corporate booking from April to June 2024.

According to the report, there continued to be incremental growth for business travel during the second quarter of this year. Global passenger demand in the airline industry remained strong, up 9.1% in June 2024, compared to June 2023. International demand saw the largest growth at +12.3%, while domestic demand was up 4.3%.

With the passenger demand expected to rise steadily through the next quarter, airlines are increasing their seat capacities as well. The total seats offered globally is up 6.15% so far in 2024, compared to 2023. Furthermore, 11 of the top corporate airlines are also forecasted to exceed their 2019 seat capacity levels by the end of this year.

Given the positive travel momentum of late, the data suggests that pricing will also continue to go up across the globe. Economy airfares rose $65 (+15%) and business class fares increased by $209 (+11%) from January to May 2004, versus that same time period in 2019. However, the cost of international economy flights from the U.S. have started to drop, decreasing by an average of 8.8% during Q2-2024, compared to Q2-2023, which is a welcome sign for corporate travelers that often do business overseas. The biggest price drops from the U.S. were seen with flights to France (-20%), the UK (-18%), and Australia (-14%).

It’s encouraging to see the steady upward trajectory for business travel and the way the industry continues to demonstrate consistent and positive growth throughout the year,” said Ashley Gutermuth, Head of FCM Consulting, Americas. “This trend signifies the increased demand we are seeing for in-person meetings and events and the ongoing commitment to foster and build strong, meaningful relationships through business travel.

On the accommodation side, global hotel occupancy rates were expected to be at peak levels during the first half of the year, with rates reaching nearly 70% in July. The hotel occupancy rate for North America stayed constant at 63%, with only a few U.S. cities experiencing a small year-over-year increase, including New York (+4%), Miami (+4%), Chicago (+2%), and Washington D.C. (+2%).

The report also analyzed hotel pricing and the average room rate in North America dropped $31 in Q2-2024, compared to Q2-2023, with only a few major cities seeing an increase in hotel rates. The largest average room rate increases were seen in New York (+31%), Los Angeles (+10%), and Chicago (+5%). In the car rental market, the global average daily rate during H1-2024 was $54, a 26% decrease, when compared to 2023. In the U.S., the average daily rate was $52.

For more information on the FCM Consulting Global Quarterly Trend Report , please visit here .

About FCM Travel

FCM is one of the world’s largest travel management companies and a trusted partner for thousands of national and multi-national organizations, including many household brands, Fortune, and FTSE 100 companies. With a 24/7 reach in 95 countries, FCM’s agile and flexible technology anticipates and solves client needs supported by expert teams who provide in-depth local knowledge and duty of care as part of the ultimate personalized business travel experience.

As the flagship corporate travel arm of Flight Centre Travel Group, FCM is able to deliver some of the most competitive rates, unique added-value benefits, and exclusive solutions for its clients to support their business travel requirements. A recognized leader in the travel tech space, the company has debuted several proprietary client solutions over the last 12 months including a new omnichannel platform featuring a "first of its kind" customized end-to-end user experience and FCM Booking, an innovative option to traditional OBTs.

Alongside its travel management services, the company provides specialist services through FCM Consulting and FCM Meetings & Events to service broader needs of clients. Discover the alternative at www.fcmtravel.com

Media Contact

Scott Weiss – FCM Consulting

U.S. Director of PR and Communication

[email protected]

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