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MakeMyTrip Launches Loyalty Program, Deals; New Site Soon

MakeMyTrip (MMYT) has launched a loyalty program for its repeat customers, called MyTrip Rewards. The company had mentioned plans for the same on its earnings conference call earlier this month. The members-only service has been launched in partnership with loyalty program company Payback (previously i-mint), and will give repeat MakeMyTrip customers points that they can redeem for both travel on MakeMyTrip, as well as other services on Payback. We just checked, and found thatpoints are redeemable as MakeMyTrip vouchers on Payback – both tickets and hotel vouchers.

In addition, the company has introduced a daily deals section, which offers a time-bound discount on travel deals to customers.

(Also see – Chart Of The Day: MakeMyTrip’s Billing Per Transaction For Air Tickets vs Hotels & Packages)

On the conference call, MakeMyTrip also said that it intends to increase its hotel portfolio by 500 per month. Other notes from the conference call:

– New website: MakeMyTrip is on the verge of launching a new version of its website, with a new visual design and improved search functionality.

– Tourism Partnerships: The company has partnered with the tourism boards of Malaysia and Thailand to promote international holiday packages. In addition to this, it has also launched a television campaign, which specifically targets the middle income segment.

– Payment options: It also introduced new payment options like Easy pay to allow an online system to pay for offline bookings and bypass call centres, for direct customer engagement. It also introduced flexible payment options such as partial payments and allowing multiple payment instruments to pay for one transaction. Note that competitor Cleartrip has launched an Easy Monthly Installment plan as well. MakeMyTrip has also launched the cash on delivery payment option for hotels and international flights to help increase conversion rates across its businesses.

– Self Service: It also expanded its online self service module to allow cancellation of International air and hotel bookings  and extended auto ticketing functionality for domestic and international flight offerings as well as for flight + hotels bookings.

– iXiGO Deal: According to the company iXigo’s acquisition has helped it in getting access to ixigo’s tech team, and the company’s meta player capabilities will be leveraged for offering a more engaging experience to customers and for MMT’s agency businesses. It said that it will keep its options open and might increase stake in the company in the future.

– Acquisition Outlook: On being asked about acquisitions, Kalra mentioned that the company looks for acquisitions in 3 buckets: Companies that will get it closer to the customer-for example niche travel companies offering adventure travel or pilgrimage travel,  companies in research and planning, which can allow MMT to dis intermediate and have a direct interface with products, and niche travel technology companies.

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