EaseMyTrip is an active participant of sports marketing: Nishant Pitti

EaseMyTrip is one of India’s largest OTA platforms. It was 14 years ago that the company had forayed into the fiercely competitive travel industry. For the first three years, EaseMyTrip operated as a B2B venture, relieving the problems of at least 11,000 travel agents. After that, the company changed its focus to a customer-facing business, which today generates 84% of the company’s revenue. The company bootstrapped itself till its IPO instead of looking for outside funding from venture capitalists or private equity investors.

In conversation with Adgully, Nishant Pitti, CEO & Co-founder, EaseMyTrip, shares the journey of EaseMyTrip, marketing and advertising strategy, association with sports marketing, enhancing brand visibility opportunities, and much more.

Could you please share the journey of a regular travel agency that became India’s second-largest online travel agency?

The origin story of EaseMyTrip lies in a travel agency called Duke Travels, which started a few years before the inception of EaseMyTrip in 2008. We used to book flight tickets for our father’s business trips to save on the high extra costs added by various travel agents. Relatives and family friends began using our services, which then led to the formation of a travel agency, and eventually, EaseMyTrip was born. Initially, the company operated out of a small office in Delhi with just a few employees. However, we were able to grow the business organically by word of mouth and gained prominence due to being profoundly consumer-centric by offering competitive prices by not charging convenience fee, which was being charged by other players.

Initially, our central focus was on B2B by building partnerships with airlines and hotels to provide their customers with the best deals. Over the years, we have continued to grow profitably and expand our services. Today, we stand on a corporate pedestal, where we are recognised as one of the leading online travel companies in India, with a strong presence in both domestic and international markets.

It's been 14 years since we forayed as a brand within the fiercely competitive travel industry. We went on to dispel the pain points of at least 11,000 travel agents as a B2B venture for the first three years before pivoting to a customer-facing business, which now accounts for 84% of the company's revenue. Today, without soliciting external funds from venture capitalists or private equity investors, the company instead bootstrapped itself until its IPO.

What is your media mix and marketing strategy in terms of budgets allocated for ATL and BTL activities in 2023?

We use an eclectic mix of marketing strategies that include partnerships with the top echelon of brands in their respective markets. We are an active participant of sports marketing, which is working out very well for the brand. We represented EaseMyTrip during the Asian Cricket Council’s marquee tournament, the Asia Cup 2022. Our other collaborations include being the associate sponsors for the Chennai Blitz, the official travel partner for the Sharjah Warriors, and the World Tennis League, and more. We have also been very involved in brand partnerships with very attractive discount benefits and other deals extending to customers where EaseMyTrip is in the spotlight.

Apart from this, our outdoor marketing has been extremely aggressive over the past year, with many billboards carrying our name and being located in prime locations where they are visible to many by passers. Our TV ad has gained massive popularity with our brand ambassadors - veteran actor Vijay Raaz and fan favourite Varun Sharma. That said, our media mix marketing juggernaut has taken off in the right direction, and we’re looking to continue on the same path in the future.

What are your plans regarding marketing and advertising investment for the next 3 years (2023-2025)?

Our vision when it comes to marketing and advertising for the future is going to be based on our concurrent approach of brand visibility and media marketing mix, where we advocate for the brand across new audiences and try to find the right connection with them. Furthermore, there are many collaborations, corporate exercises, and assorted media marketing practices that would amplify EaseMyTrip as a brand to every potential customer out there.

Could you elaborate on your recent announcement of offline stores through the franchise model?

The establishment of our franchise model has been done to furnish an exclusive in-store retail experience for our customers. The EaseMyTrip franchise model was born with the simple idea of catering to a different set of customers who like to be assisted face-to-face and are not Internet savvy. With the EaseMyTrip franchise, our focus is to provide a meet-and-greet experience that is one-of-a-kind in the travel industry.

EaseMyTrip has been an official travel partner for IIFA, SIIMA, World Tennis League, and Chennai Blitz etc. What are the strategic approaches behind this?

At the heart of all our marketing collaborations, there is a synergy that is symbiotic and based on mutualism, where our partners benefit from our brand name and we benefit from amplified brand visibility. It is irrefutable that brand visibility has been a crucial aspect for us since we are growing exponentially and we want to maximise our reach. With names like IIFA, SIIMA, the World Tennis League, and Chennai Blitz, these are apex brand names in the entertainment and sports business spheres; therefore, a corporate collaboration with them is indicative of how EaseMyTrip is considered within the market as a top-of-the-line travel partner and brand. Our partnerships have been meticulously curated to optimising our reach and accentuate our brand name among newer audiences in the sporting and entertainment worlds.