Cleartrip is experiencing a significant uptick in bus ridership, while air travel is fundamental to their business, the segments for hotels and buses are rapidly expanding. Following the pandemic, there’s been a marked increase in Indians opting for weekend getaways, moving beyond the traditional two vacation trips annually. Cleartrip plans to aggressively target this trend, especially with its upcoming third installment of the Big Billion Day (BBD), a seasonal discount event introduced after its acquisition by Flipkart.
Elaborating on the campaign “Life mat jhelo, bas niklo,” Bhatia shares, “Life presents challenges for many—people often juggle multiple responsibilities in both their personal and professional lives. Travel offers a vital escape from this stress. However, many perceive travel as financially out of reach. Our goal during BBD is to encourage people to seize the moment and travel when attractive deals arise.”
Bhatia, who stepped into the CMO role six months ago, is driven by her vision for Cleartrip. She asserts, “I’m stepping into a significant position, and our collective vision is that the OTA sector is currently underserved. In comparison to competitors like MakeMyTrip and Agoda, there exists substantial potential for a challenger brand like ours to enhance customer experiences. Cleartrip has cultivated a loyal following due to our user-friendly interface, and I intend to build on that foundation.”
Over the past year, Cleartrip’s media expenditures have surged by approximately 20%, primarily focusing on digital channels. “We utilize the full range of Google and Meta platforms, as well as connected TV and impactful advertising opportunities. Collaborating with platforms like CRED, which align perfectly with our audience, is a key strategy. Overall, our focus is primarily digital, which enables us to pursue a wide array of objectives, from brand awareness to conversion strategies,” explains Bhatia.
While air travel remains the cornerstone of Cleartrip’s offerings, the newer categories of hotels and buses are demonstrating exceptional growth. “We introduced a unique Bus Pass model based on insights that many customers frequently use the same routes. This subscription service is yielding impressive results, with our bus segment expanding nearly 150% year-on-year,” Bhatia shares.
Additionally, Cleartrip has recently entered the train travel market and anticipates substantial growth in this sector as well. “We’re also making initial forays into travel packages, which is another promising area for expansion,” she notes.
The company’s primary markets include major metropolitan areas, with popular leisure destinations such as Goa, Rajasthan, and Kerala. Internationally, destinations like Thailand, UAE, Malaysia, and Singapore are performing well, alongside emerging locations like Almaty as travelers begin to explore new options.
Cleartrip’s target demographic continues to be urban, affluent millennials, with a growing interest in the Gen Z segment through its partnership with Flipkart. A significant goal is to ramp up the organic user base. “We aim for growth rates that exceed the industry standard by four to five times. Additionally, we seek to decrease our dependence on paid platforms like Skyscanner. Although we will still utilize them tactically, we aspire for most of our customer traffic to come from organic sources, fostering stronger connections with our clients,” she explains.
Bhatia also highlights international travel as a growing market, as more Indians are venturing abroad. “We want to inspire travelers to consider their first significant international trips to destinations beyond Southeast Asia or the Middle East, such as Europe, the US, and Australia,” she states.
While acknowledging some sluggishness in domestic growth, Bhatia identifies substantial potential in international markets. “This is an area where we aspire to take on a more prominent role. We aim to enhance our service offerings and overall travel experiences, especially for long-haul flights, to distinguish ourselves,” she asserts.
When discussing the hotel sector, Bhatia points out the need for personalization in a market that has often prioritized variety. “My preferences for accommodations have evolved significantly since becoming a parent. The type of property I would choose now is vastly different from what I would have selected in my twenties,” she concludes.