We obviously have our core social media marketing teams that are very active, that are generating a lot of content, very interesting activities, content, interactive stuff for our consumers all year around.
Three takeaways worth carrying forward.
- 01
The way they work is that they work with global power travelers, influencers, people who go to different places, create very interesting content, videos, blogs and have huge followers, right?
- 02
So, you know, when it comes to planning trips, you know, millennials make a lot of decisions based on social media and OTT platform, the content available on the OTT platform.
- 03
Therefore, what we are seeing is activities and experiences, which is a new category that we launched a couple of years back, which was an extension of our flights and hotels travel product, has become a very interesting engagement driver for that segment.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT868 words
Travel is a global industry. Travel knows no boundaries and we realized that very early in our journey. Do you see a major spike in experiential travel among millennials and what are the new kinds of experiences that they are seeking? Yes, what we are seeing is that for millennials especially, travel has become a subset of a larger leisure activity for them, right? Be it in terms of their mindshare, be it in terms of their spend. And leisure is an year-round activity, right? It's not just one or two trips a year.
So that's a big trend that we are seeing and that's where the experiential element comes in. They don't want to be going to the same places, ticking off the boxes and doing the same things that their parents and grandparents have done. Therefore, what we are seeing is activities and experiences, which is a new category that we launched a couple of years back, which was an extension of our flights and hotels travel product, has become a very interesting engagement driver for that segment.
People are using that to sample out, people are browsing around even if they don't have any trips planned. So it becomes something which leads to inspiration and then that in turn leads to a transaction rather than being the other way around where people have already decided where they want to go, when they want to go. So that's something we are seeing. Okay. So, you know, when it comes to planning trips, you know, millennials make a lot of decisions based on social media and OTT platform, the content available on the OTT platform.
So what is ClearTrip social media strategy? So we've got a multi-pronged strategy. We obviously have our core social media marketing teams that are very active, that are generating a lot of content, very interesting activities, content, interactive stuff for our consumers all year around. What we've also done very recently is that we've partnered with a young startup who are sort of building a very interesting social media based travel planning and itinerary based business.
The way they work is that they work with global power travelers, influencers, people who go to different places, create very interesting content, videos, blogs and have huge followers, right? On Instagram and other social media channels. So they work exclusively with our partner to create itineraries for our customers who can then in turn book those entire same itineraries that these power travelers have actually experienced for themselves. So that is one big element of that. Secondly, in terms of their post-trip experience, they want to tabulate that.
They want to capture that in terms of social media feeds, stories. And we can in turn then help them convert that into coffee table books that you can print and preserve or share with friends. So that's becoming another big pillar of our social media strategy. So how does customization work in the travel segment? As a customer, when you are doing a search on our platform, you actually do not want 100,000 results or even 1,000 results. What you want are the 10 or 15 most relevant results depending on what you are looking for,
what your past behavior has been, where you are today, where you are looking to go. So that is where personalization comes in. And especially now that we are present in 10 countries across the region. Somebody looking to do a search, say, based in Riyadh in Saudi Arabia, looking to go to Prague. The destination may be the same, but somebody going from Delhi, a couple going from Delhi, would be looking at very different options compared to what people would be looking at from Saudi Arabia.
So personalization and customization has become a big part of what we do. Okay. Which brings me to the next question. International travel for leisure among Indians has increased. So what is your organization to bring new kinds of experiences for them? International travel is again a very big part of what we do, right? Travel is a global industry. Travel knows no boundaries. And we realized that very early in our journey. We started off in India. But within four or five years of setting up our business in India, we had already set up our Dubai office,
which has now pretty much become the center of our business. More than half our business actually comes from international travel. And by being present in these different locations across 10 countries today, we are able to deliver a much richer, much deeper set of content, options, inventory, pricing to our customers when they are looking to travel internationally because we have much closer relationships with the suppliers, with the airlines, with the hotel chains in those parts of the world.
So we see that that trend is only going to become stronger as we go further. International travel is becoming much more affordable now for people. Low-cost airlines are able to fly to these destinations as well. So that market has really opened up for us.