How EaseMyTrip Gained Market Share with SEO-heavy Content & Local Partnerships
Brands these days focus on loud and flashy marketing tactics to draw attention. Yes, not every brand, but most brands these days prefer highly engaging tactics to capture the attention of their target audience. And things do work out for them; there is no denying that. However, amidst different loud ways to get the attention, EaseMyTrip took a different approach. They silently built an empire worth $66.47 billion by focusing on offering a simple advantage: zero convenience fee.
The best thing about EaseMyTrip was that they didn’t even promote this. Instead, they let the customers discover this on their own. This was an organic approach, and it worked like magic for them. It built strong customer loyalty. Their journey was not just about promotion and marketing. It included smart data tracking, effective SEO, and excellent customer support. Let’s delve into the details of how EaseMyTrip utilized these tools to achieve organic and sustainable growth.
Source – YourStory
Story behind EaseMyTrip
EaseMyTrip is an online travel company founded by Nishant Pitti, Rikant Pitti, and Prashant Pitti in 2008. Headquartered in New Delhi, they offer hotel reservations, vacation packages, airline tickets, white-label services, and bus reservations.
The idea of EaseMyTrip came into existence when Rikant Pitti observed that a travel agent overcharged his father on every flight he booked for his business meetings. Being a coal trader, his father had to take 10-15 flights a month. Rikant and his elder brother found that the travel agent charged 1.5k extra per ticket from their father. This meant almost 20K per month.
Also Read: How Lenskart Performance Marketing and Technology Helped Scale Up Its Business
After this incident, they started booking their father’s ticket online. Soon, all of their relatives started calling them to book their tickets too. This spread through word of mouth promotion, and their father also started referring them to his colleagues because they could also get their tickets cheaper. Rikant was earning his pocket money by charging a commission of 100-500 (depending on the flights) on every ticket.
Both brothers saw ample opportunity in this. They decided to start a business named “Duke Travels”. Using a bulk SMS service, they began promoting their travel booking services. A major game-changing event occurred when an airline discovered frequent bookings from a single email address. They offered to join as their travel agent. Things started to change, and they started scaling and rebranding themselves as “EaseMyTrip”.
Currently, EaseMyTrip is receiving 3.5 million organic traffic per month, with more than 5,000 backlinks for their 93000+ pages.
Source – Ahrefs
EaseMyTrip – Gathering the Funds
EaseMyTrip initially secured a total investment of 165 million INR. On February 28, 2022, they raised post-IPO equity funds. When the stock went public on March 19, 2021, it opened at 187.00. The anchor investors included HSBC Global Investment Funds, Aditya Birla Sunlife Insurance Company, Sundaram Mutual Fund, Nomura, Nippon Life India Trustee, and Bajaj Allianz Life Insurance Company. Once the company’s IPO was published, it recorded an 86% profit in 2020-2021, despite losing 50% of its booking revenue due to COVID-19.
EaseMyTrip – Mergers, Acquisitions & Business model
EaseMyTrip acquired four businesses. The recent acquisition is Nutana Aviation Capital. They acquired it on December 1, 2022.
EaseMyTrip concentrated on the B2B2C (business-to-business-to-consumer) distribution channel. They granted travel agents access to their website to buy domestic flight tickets. EaseMyTrip launched its operation in 2008 to serve the offline travel market in India. They began operating in the B2C distribution channel in 2011 by utilizing their B2B2C medium and focusing on the travel needs of India’s expanding middle-class population.
Due to their position in B2B2C and B2C channels, they started their B2E (business-to-enterprise) distribution operations in 2013. They offered end-to-end travel solutions to corporations. Due to their involvement in three separate distribution channels, they have a wide range of consumers and a broad distribution network.
Also, they collaborated with more than 17 Bollywood movies for their travel and promotional partners. The CEO, Mr. Nishant Pitti, entered the film production industry to support the company’s branding efforts. Did you know? The Bollywood movie “Madaari”, released on July 22, 2016, was co-produced by Mr. Pitti.
Source – Aryajalan
Getting Discovered Organically – Letting Users Experience the “wow” Factor
One of the most important aspects of EaseMyTrip was how they informed users about their no-fee policy. Since they didn’t promote it, the users felt surprised when they received the zero convenience fee feature. This unexpected moment created a powerful and emotional connection, making the users feel valued and delighted.
Using Google Search Console
EaseMyTrip used Google Search Console for monitoring daily traffic. They understood how the users are discovering them organically. Analysing the search queries and click-through rates, they do the following:
1. Tracking the leading keywords for their websites
2. Monitoring the changes in search rankings and adapting to the content strategy accordingly
3. Identifying the most popular pages and improving them for a better user experience.
With Google Search Console, EaseMyTrip gathered crucial insights into organic search behaviour, empowering them to improve their strategies and attract more users without relying on paid advertising.
Source – Ahrefs
Word of Mouth Promotions: Customers Are Their Brand Ambassadors
The surprising element of zero convenience fees didn’t just end with the customers; it spread naturally. Excited users shared their experiences with family and friends. They became EaseMyTrip’s unofficial ambassadors. Word of mouth became a crucial tool that empowered their growth.
Tracking Geo-Locations with Google Analytics
With Google Analytics, EaseMyTrip went deeper into the demographics. It helped them understand where the audience is coming from. Analysing geographic data, they do the following:
1. Creating marketing strategies and optimizing services for regions with high traffic.
2. Identifying emerging markets throughout India, especially in tier 2 and tier 3 cities, while catering to the unique needs of these regions.
3. Improving local SEO efforts by knowing which areas should be targeted more.
With a strong, geo-focused approach, EaseMyTrip was able to grow strategically throughout India. They established a strong presence in various regions without spending heavily on regional marketing campaigns.
Developing a Strong Foundation with SEO
EaseMyTrip didn’t rely on traditional advertising. Instead, it focused on search engine optimization to reach users organically. They optimized their content, keywords, and backlinks, which made it easier for potential customers to find them.
Also read: AEO Unplugged: The Blueprint for Using AEO in Digital Marketing
Using SEO Tools to Strengthen the Presence in the Indian Market
EaseMyTrip used SEO tools like Ahrefs and SEMrush for:
1. Identifying high-traffic and relevant keywords in the travel and booking sector
2. Monitoring backlinks and ensuring that they have a strong presence throughout the Indian travel blogs and review sites
3. Examining SEO strategies of competitors to identify the gaps and improving their approach
These tools helped them to understand the Indian market, boosting their visibility on search engines. Their focus on SEO enabled them to reach more users without paying for ads and develop a sustainable organic traffic pipeline.
Converting Customers into Loyal Fans
They let their customers get the feel of “discovering something special”. EaseMyTrip gradually developed a community of loyal users. People wanted to be a part of the “insider” group. They transformed the positive experiences of their customers into brand advocates, which in turn attracted new customers.
Extraordinary Customer Support Is Crucial in Retaining Customers
EaseMyTrip knew that it was crucial to keep their customers happy while attracting new ones. Thus, they invested in excellent customer support. Here is what they did.
1. They resolved issues quickly and efficiently while creating a positive experience for customers.
2. Offer 24/7 support to ensure that users can reach them anytime
3. Develop trust by meeting commitments consistently and assisting users with cancellations, booking changes, and other needs.
With such strong customer support, EaseMyTrip was able to retain users and encourage repeat bookings. The happy customers had stayed, and they became the vocal advocates recommending their service to others. This brought them organic growth.
Long-Term Strategy: Balancing Silent Marketing with Data-Driven Insights
EaseMyTrip’s growth was not just a matter of luck. Their strategy was backed by intelligent use of data and analytics. They used Google Search Console and Analytics to track and optimize their efforts. SEO helped them in building a strong presence in the Indian market.
Bringing a Balance for Success
The silent approach of EaseMyTrip helped them with organic discovery. It made the users feel that they had found a hidden gem in the travel booking world. Also, at the same time, data-driven insights and robust customer support strengthened their foundation. This ensured:
1. Organic discovery: It created a “wow” factor with no convenience fee. This built trust and loyalty.
2. Word of mouth marketing: Their happy customers did the marketing for them.
3. SEO and data tracking: Using SEO tools effectively, along with analytics, helped them optimize growth and reach the right audience.
4. Excellent customer support: It kept customers happy and also ensured long-term loyalty and repeat business.
Also read: How Spotify Used Data-Driven Campaign & Regional Curation to Expand in India
FAQs on EaseMyTrip
1. How do I book a flight on EaseMyTrip?
To book a flight, simply enter your travel dates, destination, and preferences. EaseMyTrip will show you all available options. Choose the flight you want, proceed to payment, and your e-ticket will be sent to your registered email instantly after the payment is successful.
2. Is it safe to make payments on your platform?
Yes, your transactions are completely safe. EaseMyTrip uses secure payment gateways and strong encryption to protect your financial details. Whether you’re paying via card, UPI, or net banking, your information is handled with the utmost care, ensuring a secure and smooth booking experience every time.
3. Can I cancel my booking if something comes up?
Of course! You can cancel your booking directly from your EaseMyTrip account. The cancellation charges and refund depend on the airline’s or hotel’s policy. You’ll be shown the exact amount before confirming cancellation, so you’re always informed and in control of your refund process.
4. How do I contact your customer support team?
You can easily reach EaseMyTrip’s support team via their 24/7 helpline, live chat, or email. Whether it’s a refund query, rescheduling, or general support, their team responds quickly and works efficiently to resolve your issue as smoothly and professionally as possible.
5. Do you charge a convenience fee?
EaseMyTrip often waives convenience fees, especially for flights, which helps you save more on every booking. If any fees are applicable, they will be clearly shown at checkout. This transparent approach ensures you always know what you’re paying for, with no hidden charges.
6. Can I book hotels or holiday packages with EaseMyTrip?
Yes, you can! EaseMyTrip offers a wide range of hotels and curated holiday packages across popular destinations. Just enter your travel details, browse options by rating or budget, and book in minutes. It’s a convenient way to plan your entire trip from one trusted platform.
7. How do I track my refund status after cancelling?
Once you cancel, you’ll receive a confirmation email and can track the refund under “My Bookings.” Refund updates are also sent to your email address or mobile. Depending on the airline or hotel’s policy, you’ll get your refund within the specified time, usually without any hassle.
8. Can I reschedule my flight through your platform?
Yes, you can reschedule flights directly from your EaseMyTrip account. You’ll see available flight options, any applicable fare difference, and rescheduling charges. Once confirmed, a new e-ticket will be issued. This way, you don’t need to contact the airline separately; it’s a fast and efficient process.
9. Do you have a mobile app I can use?
Yes, you do! EaseMyTrip offers a mobile app compatible with both Android and iOS devices. You can book flights, hotels, buses, and more on the go. The app is user-friendly and often offers exclusive discounts, making it even more convenient to manage your trips at anytime, anywhere.
10. Are there any discounts or promo codes I can use?
Absolutely! EaseMyTrip regularly offers promo codes and special deals on flights, hotels, and other travel-related services. You can check the “Offers” section on the website or app or keep an eye on your email and notifications for updates. Applying the right code can help you save a good amount.
Conclusion
The journey of EaseMyTrip shows that there are times when the most powerful message is something that is left unsaid. By being authentic and offering genuine value instead of loud marketing, EaseMyTrip developed a $68.47 billion business depending on transparency, trust, and user satisfaction.
We are living in an era of constant advertising. That’s where EaseMyTrip stands out. It reminds us that the best way to market a product is to let customers discover the value on their own. Using data-driven insights, SEO, and excellent support, they built a successful business within the Indian ecosystem.
