Contents
Introduction
Founded in 2008, EaseMyTrip has grown to become one of India’s fastest-growing online travel platforms. Over 17 years, the company has evolved from a small, home-based travel agency into India’s second-largest online travel portal. As a proud member of India’s first-ever 100 unicorns, EaseMyTrip has consistently delivered profits while expanding its operations across India, establishing an international presence, and diversifying its services beyond air travel.
EaseMyTrip’s remarkable success, even in the face of fierce competition, highlights the strategic planning and relentless effort behind its business model.
In this review, we explore what sets EaseMyTrip apart from its competitors and share valuable lessons that other businesses can learn to achieve profitability while prioritizing customer satisfaction.
EaseMyTrip’s Work Dynamics
The USP of EaseMyTrip is that it makes travel bookings easier, affordable and easily accessible. EaseMyTrip’s operations can be broken down into the following heads:
1. Model
EaseMyTrip functions as an intermediary between customers and various hotels and airlines. It helps customers choose the most suitable travel and accommodation plans by accumulating hotel and flight data from multiple service provides onto a single platform making it easier for them to compare prices and facilities thus making the travel planning process much easier and convenient.
2. Pricing
EaseMyTrip incorporates various algorithms that enable it to adjust prices based on the current demand and availability. This feature allows EaseMyTrip to take corrective steps to balance demand and supply in turn allowing customers to make bookings at the most reasonable price without having to compromise on the profit margins of businesses.
3. Approach
EaseMyTrip works on a no-frills model where it allows customers to make bookings at the lowest possible rates by doing away with unnecessary luxuries. It offers its customers the lowest prices by providing basic facilities with the option of accommodating additional amenities at an additional cost. Making unnecessary luxuries optional, EaseMyTrip successfully provides users the opportunity to plan their travel as per their budget.
4. Customer Acquisition
Working on low profit margins EaseMyTrip’s success depends on attracting high customer volume. EaseMyTrip thus works on attracting customers through attractive pricing, discounts, offers, and referral programs.
How Do Budget Travel Agencies Earn Money?
Observing EaseMyTrip’s business model I was curious to understand how a platform that provides customers budget travel and accommodation options manage to earn profits. Well, here is how budget travel agencies like EaseMyTrip successfully generate revenue despite offering low prices, and budget travel options:
1. Commission from Suppliers
Unsurprisingly, the main source of revenue of most budget travel agencies is the commissions that they receive on bookings. These agencies have tie-ups with hotels and airlines that allow them to charge a commission on every booking made through their booking platform.
2. Service Fees
Another contributor to a budget travel agency’s revenue is platform fees. The booking platforms charge users a small fee in the form of convenience charges. These convenience charges especially come in handy at the time of cancellation or rescheduling of bookings.
3. Advertising Revenue
Like other online service providers, a major chunk of a budget travel agency’s revenue comes from advertising. By selling advertising space to travel-related businesses these agencies give such businesses space on their platform to advertise their services, creating a win-win situation wherein businesses get a chance to stand out among their competitors and the agencies get the opportunity to increase their revenue.
4. Add-Ons
Adding to a budget travel agency’s revenue is the sale of optional services. These agencies add to its revenue by providing their customers with optional services like priority boarding, seat selection, travel insurance, excess baggage fees, etc. These services are charged separately in addition to the basic booking charges collected by the booking platforms.
What EaseMyTrip is Doing Right?
EaseMyTrip has emerged as a leading player in the online travel booking space, leveraging unique strategies to stand out:
1. Zero Convenience Fees
One of the most outstanding features of EaseMyTrip is the zero convenience fees. In 2011 EaseMyTrip adopted a ‘no convenience fee’ policy which gained widespread attention and was instrumental in attracting budget travelers who not only began trusting EaseMyTrip but also became loyal customers in the long run.
2. Operational Efficiency
The Company has consistently prioritized operational efficiency to deliver affordable prices for its customers. Its use of technology has helped automate multiple company functions making it easier to reduce operational costs thereby allowing the company to continue working at low costs.
3. Diversification
EaseMyTrip has managed to stay among the top online travel booking platforms by diversifying its operations. Though ticket booking continues to be its core business, EaseMyTrip has gradually expanded its operations to cover other revenue channels like online hotel bookings, bus, cab and train bookings, holiday tour bookings, activity bookings, etc. Diversification has helped the company hedge risk and maintain financial stability.
4. Customer Loyalty
EaseMyTrip has successfully created a booking experience so seamless that customers are compelled to turn to the company for all their booking needs. The company’s excellent post-sales support team creates a user-friendly environment resulting in the creation of a dedicated and loyal customer base.
5. Strategic Expansion
The strategic expansion of EaseMyTrip has been instrumental in fueling the company’s remarkable growth. By recognizing the vast untapped potential of tier-2 and tier-3 cities, the company took a proactive approach by establishing offline stores. This initiative enabled them to cater to a broader customer base and deliver personalized services, even in regions with limited or no internet access.
By gradually extending its operations to smaller cities, EaseMyTrip effectively captured this underserved segment, gaining a competitive edge over rivals who either overlooked or underestimated the opportunities these markets presented. This forward-thinking approach not only solidified the company’s market position but also set it apart as a leader in exploring high-growth regions.
Challenges Faced by Budget Travel Agency Industry
Despite the success of budget travel agencies like EaseMyTrip, this industry continues to face multiple challenges due to factors like:
Rising Competition
The budget travel agency industry has always been a highly competitive market and the success stories of businesses like EaseMyTrip have quipped the interest of new players looking to enter the market. Unfortunately, the rise in the number of budget travel agencies is not in proportion to the rise in the number of customers thus pitting new players against experienced players like EaseMyTrip to win the attention of the same customers.
Low Margins
Budget travel industry plays on volume rather than margins. With profit margins being so low budget travel agencies need to be on constant vigil to avoid any errors as the low profit margins leave little to no room for error.
Customer Retention
Unlike in other industries, budget travel industry does not enjoy ardent brand loyalty. The customer is highly price-sensitive and is open to switching from one agency to another for better prices. This makes it difficult to retain long term customers.
Regulatory Pressures
Travel industry is highly dependent on regulations governing travel. Any change in laws around travel can significantly impact the operations of a budget travel agency.
Uncertainty
The travel industry is deeply impacted by the economic environment with events like the COVID-19 pandemic leading to a collapse in travel. Events like this can hit the budget travel industry hard and even lead to a complete breakdown of the budget travel agency.
Conclusion
EaseMyTrip’s focus on prioritizing the needs of customers by enhancing affordability and convenience has revolutionized the travel industry. As the travel industry evolves, travelers can look forward to more tailor-made options as travel companies continue to embrace the personalization of services and customer satisfaction to stay relevant in this highly competitive market.
To get an insight into other business strategies, check out other Reviews at Ikana Business Review.
Related Post
How Does EaseMyTrip Earn Revenue in Budget Travel?
EaseMyTrip earns revenue through service fees, commissions from airline and hotel bookings, and add-on services like travel insurance and cab rentals. Its focus on budget travel allows it to attract price-sensitive customers at scale.
Why is EaseMyTrip Successful in the Budget Travel Market?
EaseMyTrip’s success comes from competitive pricing, a user-friendly platform, zero convenience fees on flight bookings, and strategic partnerships. These factors help it retain customers and generate high-volume transactions, contributing to billions in revenue.
What Can Other Travel Companies Learn from EaseMyTrip?
Other travel companies can learn the importance of cost-efficient operations, customer-centric services, and leveraging technology for scalability. EaseMyTrip’s model demonstrates that focusing on affordability and convenience can drive massive growth in the travel industry.
