MMT x Yatra (Final Research)

What I know about the company..

MakeMyTrip Limited is a 2000-founded Indian internet travel firm. The firm, which is based in
Gurugram, Haryana, offers online travel services including flight tickets, domestic and international
vacation packages, hotel reservations, train, and bus tickets. You can find MMT offices in New York,
Singapore, Kuala Lumpur, Phuket, Bangkok, and Dubai While on the other hand, Dhruv Shringi,
Manish Amin, and Sabina Chopra launched Yatra.com, an Indian online travel agency and travel search
engine, in August 2006 in Gurgaon, Haryana. It was India's second largest online travel website in April
2012, with a 30% share of the 370 billion (US$5.9 billion) market for all online travel-related
transactions. It also partnered with State Bank of India to offer a "holiday-cum-shopping card" (SBI).
In the Indian online travel industry, Yatra.com Online Private Limited now holds a 30% market share
and Makemytrip.com is the industry leader in the category, with a market share of about 50%.

1. Collaboration Model with Hotels (MMT)

So as you already know that MakeMyTrip is an industry leader and joining with MakeMyTrip will
boost your business, and this is the only reason why every business looks after the franchise model. If
a business or a company wants a franchise of MakeMyTrip they have to follow the franchise model
chart which is based on Tier 1,2,3 and small towns.

Basic cost is mentioned according to the franchise fee, Area requirement, project fitment cost,
minimum expected revenue. The validation of the terms of agreement will be for 3 years.

Other requirements include:

● Your store should be facing High Street or on main road.

● Your exterior premises should have a glow sign board which is visible from the main road
● Interior of franchise should follow the mmt guidelines There should be a power backup for
your premises

Collaboration model (yatra.com)

There is a direct website related to Yatra franchise Store.

To start a franchise with Yatra :

● Any business should have an investment of at least 2-8 lacks depending on the city and store
size.
● The business office or store space should measure approx. 300 - 500 sq. ft.
● The business Signage should be visible So that people can easily reach and find the store.
● The franchise Contract is valid for 3 years.
 MMT x Yatra (Final Research)

Some of the major collaboration of MMT

● The major e-commerce market in India, Flipkart has a strategic agreement with MakeMyTrips,
Goibibo and RedBus in order to utilise Flipkart's massive consumer base for online travel
services.
● OYO, India's largest hospitality provider, will be featured and available for reservation on
MakeMyTrip even Malaysia and Nepal has been listed and available for booking on
MakeMyTrip.
● Freshchat - mmt have a partnership to their agent portal, It has made a huge contribution to the
workflow through the usage of the Freshchat plugin, so that the agents deliver much more
personalised support.
● Bitla - provides technology support for bus operators
● Quest2Travel - provides travel solutions for various corporates across India
● MMT-have partnerships with several major banks and credit card providers in India( American
Express, SBI Credit Card,Citibank, HDFC Bank, AXIS Bank and ICICI Bank)
● MMT - have partnerships with tourism boards in Indonesia, Singapore, Hong Kong, Australia,
New Zealand and Dubai, to help boost tourism in these destinations.
● MMT have partnerships with Travogue Electronic Travel
● Baillie Gifford & Co - Scottish partnership
● Partnership with Avaan Excess

YATRA.com

● Partners with Amazon Business, with a focus to cater to various needs to service customers
and procure products in a safe and efficient manner.
● ICICI Bank - Alliance Partner
● More than 45 brands are associated
● Promoters include - Reliance Capital.ltd, Network18, NVP, Intel

2. Revenue Model - Hidden & Visible

HIDDEN

Both MakeMyTrip and yatra.com have almost the same revenue model.

Both include - Hugh Booking, Agency Commission, Advertising Services, Business Consulting and
more.

In terms of their Huge Booking they usually do provide holiday packages for certain amounts of Nights,
so over here they book different types of services in bulk on a discounted rate. After that they offer the
package to the customer and gain a certain amount of revenue out from it. Bulk booking is also done
for different types of activities for example personal transport or different tourist activity.

Agency for merchant based Commission - over here they provide flight booking, hotel booking, bus
services. And whenever a customer books through these, the agent earns Commission out of it.
 MMT x Yatra (Final Research)

● Flight booking gives commission of 5 - 10%

● Hotel booking 20 to 30%
● Bus services 10 to 20%

Advertising services - so whenever you do a Google search on hotels, you'll find MakeMyTrip listed
on the first page.

Different big hotel owners who want to be listed on the first page of Google usually contact
MakeMyTrip or Yatra because of the lesser charges so as the hotel gets more booking MakeMyTrip
also earns. This same method also goes with cab and bus services.

Business Consultancy Service and others - so whenever you book a flight on MakeMyTrip, mmt
usually asks you for insurance (mmt have a tie up with Reliance general insurance and yatra.com have
a tie up cover-more India). So whenever you take insurance from these sites basically the insurance
company will pay a certain amount to mmt/Yatra. And whenever a person is traveling International
mmt will ask you for a Forex card (HDFC Bank has a tie up with mmt for Forex plus card) and if you
take this service from MakeMyTrip then HDFC Bank will pay some certain amount to mmt.

Talking about business Consultancy Service - MakeMyTrip / yatra.com have a million of customer
data regarding bookings, hotels, how many people are travelling, budget and all the other information’s
and all these data is being shared with third party after compiling all this data they will message you or
email you some offers related to the data and can earn of revenue out from it.

VISIBLE

MMT
The fee clients pay for online reservations is one of the
sources of income of MakeMyTrip. The lowest airline
tickets available are provided by MakeMyTrip.
Company buys tickets from private airlines at a large
scale, decreasing costs and selling these tickets to its
clients for a surcharge.
Searching for flights doesn't matter. Their income
strategy is dependent on reservations for the hotel
since the price is 50% lower than the price indicated
in MMT for the booking of hotel accommodation.
This is one of the reasons that you see all the offers of
"Flight Hotel."
54% of the total earnings from hotels and vacation
fraction of mmt revenue is being generated from its
‘Door-To-Door’ Baggage Transfer Service. On
packages
RedBus (MMT subsidiary) contributed to the
transport segment with an increasing rate of 35 present
YOY basis.
YATRA
Yatra's main revenue is from hotel reservations and
trip packages. Their purchases from other prominent
travel companies - part of their B2B business
strategy. The business helps employ a big section of
the people with its B2E approach. The company's
B2C business approach fulfils ticket reservations and
other travel amenities.
Yatra.com partnered with Amazon Business
Marketplace to assist business clients find and save
on more products with an input tax credit GST
invoice.
Yatra has partnered upGrad Enterprise, an edtech
start-up arm called B2B for advanced learning and
skill building services.
A lot of investors' funding has been seen to balance
the overall revenue (when they grow you grow).
 MMT x Yatra (Final Research)

3. Agent Portal (Portals For Agents)

MMT

● mypartner.makemytrip.com
● Express Care - allows agents a hassle-free end-to-end booking experience by making simple
changes, cancellations and other adjustments to the itinerary at the last minute after booking.
● myPartner platform - Enable Agents to offer a variety of travel choices, bundled with
customisation, personalisation and travel booking convenience for their customers.

YATRA

Yatra.com, launched travel auctions on eBay India, offering holiday packages. eBay customers will be
able to bid for holiday packages starting at Rs. 1. This is first of its kind in India.

eBay customers book their travel through a dedicated travel page on eBay. in having special offers
created by Yatra.com. In addition, eBay India provides dedicated display advertising inventory to
Yatra.com on its homepage and other sections of the website. This is done by highlighting the top deals
offered by Yatra.com with the help of banners across eBay India.

● Yatra.com Web Portal

● Yatra.com Lounges
● Yatra.com Call Centre
● https://secure.yatra.com/partnersv3/b2b/

4. Franchise Model (Advantages & Disadvantages)

70 franchisee-owned travel shops selling packages mainly in over 60 cities and counters for
MakeMyTrip at four major Indian airports.

Advantages

● Operations support
● Marketing support
● Training and recruitment
● Performance linked bonus
● Franchise meets Rewards & Recognition program
 MMT x Yatra (Final Research)

Disadvantages

● MMT carries a name tag as the ''most aggressive players'' in terms of pricing.
● mmt offers franchise services under the brand name 'OYO' mainly to budget hotels.
● Often face issue with website glictches

YATRA

Advantages

● Detailed operational guides on franchising are provided to the franchisee.

● Franchisee training in local locations will be conducted.
● For the franchise, field support will be accessible.
● Headquarters experts will help in the development of the franchise.
● Training includes knowledge relating to current IT systems.

Disadvantages

● No Comparison Tool
● Lack of Travel Insurance
● Limitations

5. Licences

MMT

MMT holds a specific Tax Residence Certificate for India

Certified as a CTA - Certified Travel Associate

Holds a Civil Aviation Authority (CAA) Type an Operating License

While mmt is not certified by IATA, the platforms are approved by IATA. The material displayed is
managed and booked through Amadeus via already concluded company agreements (Between MMT
and airlines to do booking etc.)

YATRA

To become a partner your business has to be recognized by any industry body such as the Ministry of
Tourism, Govt of India / respective State Tourism board, IATO, ADTOI etc.
 MMT x Yatra (Final Research)

6. Cash Burning Model

Here is a very thin line between the revenue model and how they used their funds (cash burning
processes). Basically in both mmt and yatra.com, the outcome of their revenue model regarding all the
aspects decides their future spending.

MMT

● SEO
● Email marketing
● Endorsers and influencers
● Content congregations - BuzzFeed, FilterCopy, Mad over Marketing, Social Samosa,
JordIndian, ScoopWhoop etc.

YATRA

● Mobile coupons
● WAP sites
● SMS 2.0
● Location specific (GPS)- advertisement that is highly customized
● Socialize on the web - YouTube, Flickr,Orkut,Facebook.Linkedin,Twitter
● The NEW TV (notably on sites that cover news and entertainment)

C. Acknowledgment

MMT

● Makemytrip.com
● studiousguy
● iide.co

YATRA

● Websites:
 MMT x Yatra (Final Research)

● Yatra.com
● Wikipedia.com
● Google.com

Journals/Magazines/Newspaper

● Hindustan Times
● The Hindu
● Amar Ujala
● Dainik Jagran

D. Conclusion

MakeMyTrip and YATRA are both well-known online travel firms in India that may expand
significantly with the correct digital marketing tactics and budget allocation. The project and marketing
tactics implemented help the brand in overcoming the obstacles. Both firms were able to recover from
the effects of Covid19. With the help of other businesses and start-ups, they are now gaining additional
business. They are both excellent examples of the b2c and e-commerce concept. As a result, it's a great
example of how to sell a product both online and offline. In India, the online travel business is growing
at a rate of 55%. They are more concerned with producing a positive client experience than with
supplying a lower-cost product.