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Travel aggregator Yatra Online has disclosed its Quarter 3 result for fiscal year 2023 on Tuesday. The company's has marginally increase its marketing and sales promotion expenditure in the third quarter of fiscal year 2025. Yatra Online's standalone marketing expenses stood at Rs 10.52 crore compared to Rs 10.88 crore in the corresponding quarter last fiscal. In the 9-month period of 2024, the travel platform's marketing expenses declined to Rs 31.16 crore versus Rs 35.31 crore in the same duration in 2023.

The consolidated profit after tax of Yatra Online jumped to Rs 10.01 crore at 845 percent in Q3 FY25 compared to Rs 1.05 crore in Q3 FY 24.
 

The company's consolidated marketing expenses increased from Rs 10.7 crore in Q3 FY 24 to Rs 11.40 crore in Q3 FY25. 

Revenue from operation increased to Rs 235.2 crore in Q3 FY 25, up 113 percent (Rs 110.3 crore), aided by the hotel and packages business (up 66 percent YoY), and contribution from the MICE segment.

Yatra closed a record 50 new corporate accounts during the quarter with a billing potential of Rs 280.4 crore.

The gross bookings phase witnessed a 3.5 percent YoY rise. In Q3 FY 25, the gross booking on the platform stood at 17,951 million compared to 18,605 million in the same period last year.

Gross air booking in Q3 FY 25 stood at 13,828 million compared to 16,096 million.

"Our corporate travel business continued to be a key growth driver. Our ongoing emphasis on operational efficiency has yielded tangible results, including improved cost rationalization, supply-side synergies, and enhanced margin sustainability. Furthermore, our success in onboarding 50 new corporate clients—a quarterly record—has strengthened our leadership in the corporate travel domain," Dhruv Shringi, CEO of Yatra said.

Shares of Yatra Online were up 1.05%, trading at Rs 94.23 on BSE at 12:26 pm IST on Tuesday.

Yatra's Q3 profit surges 845% to Rs 10.01 crore; Marketing expenses stand at Rs 11.40 cr

Mumbai and Dubai emerged as the most searched travel destinations for 2024, according to a new report by fintech firm One97 Communications, titled 'Travelpanti 2024'. The study released by Paytm highlights significant trends in travel preferences, showing a strong inclination towards vibrant city experiences and luxurious getaways. 

The report reveals a notable surge in concert travel, with bookings increasing by 44 percent in 2024. Younger Indian travellers, especially those under 25, were found to prefer more budget-friendly modes of transport, with buses accounting for 36 percent of bus bookings. This trend suggests a growing demand for affordable travel options among the youth.

Bus bookings saw a spike around Chhath Puja, while train bookings peaked during the Holi weekend, indicating the seasonal nature of travel preferences. The report also highlights unique travel trivia, including the longest railway station name booked—Venkatanarasimharajuvaripeta in Andhra Pradesh—and the shortest, IB in Odisha.

A key finding in the report is that about 30 percent of bookings were made after 8 pm, showing a tendency for last-minute, late-night travel planning. Independence Day stood out as one of the busiest days for flight bookings, with many taking to the skies to celebrate the holiday.

The report also noted that travellers are increasingly exploring lesser-known destinations, with a significant rise in bookings to locations like Antananarivo, Madagascar and Lakshadweep. Paytm highlighted that the year’s 15 long weekends contributed to a substantial increase in both domestic and international travel.

In addition to these trends, pilgrimages gained popularity, particularly among younger travellers, with Tirupati being the most-booked spiritual destination of the year. 

Mumbai, Dubai become top travel searches, younger generations opt for budget travel, reveals Paytm report

In a year where Indian passports opened doors to 58 visa-free or visa-on-arrival destinations, spontaneity became the buzzword for international travel in 2024. 

According to Niyo's latest Travel Report, 48% of Indian travellers booked flights just 0-7 days before departure, highlighting a growing trend of last-minute travel plans.

The impulsiveness was complemented by a touch of preparation, as 30% of visa applications were still submitted 16-30 days prior to travel, according to the report.

The preference for short escapes dominated, with 66% of trips lasting less than seven days. But not everyone was in a rush—17% opted for indulgent holidays stretching 15 days or longer. And safety was top of mind. The report recorded a whopping Rs 43.2 crores in travel insurance policies sold, largely driven by younger travellers safeguarding their journeys with plans valued at Rs 50,000-Rs 1,00,000.

Television shows like Emily in Paris inspired a wave of wanderlust, with 30% of Indian women choosing France as their dream destination.

The allure of Parisian charm was rivalled by the UK (29%) and Singapore (26%). Meanwhile, male travellers gravitated towards Thailand's beaches and nightlife (80%), followed by the UAE (77%) and the USA (76%), the report added.

Dubai emerged as the overall top international hotspot, welcoming 45% of Indian holidaymakers.

Vietnam's cultural and natural attractions drew 15%, while Oman and Japan each captivated a niche 1%.

Comfort took center stage as 13% of travellers invested in extras like pre-booked meals, seat selection, and additional baggage allowances, reflecting an increasing desire for personalized travel experiences, the report added.

<strong>Read more:</strong> <a href="https://www.storyboard18.com/how-it-works/gen-z-millennials-and-solo-women-adventurers-drive-2025-travel-trends-report-50819.htm">Gen Z, Millennials, and solo women adventurers drive 2025 travel trends: Report</a>

Emily in Paris effect: 30% of Indian women flock to France in 2024: Report

The landscape of international travel is poised for significant change in the year ahead, according to a new report by visa processing platform, Atlys.

Drawing on extensive data from 2024 and projections for the coming year, the report suggests that younger travellers, especially Gen Z and millennials, are redefining global tourism priorities, while female solo travel and niche interests—from pop culture pilgrimages to wellness escapes—are set to reshape itineraries worldwide.

<strong>Shifting demographics and preferences</strong>

Roughly 60.7% of travellers in 2024 were under the age of 35, illustrating the ascent of Gen Z and millennial influence on travel trends. 

Younger generations are not merely ticking off tourist attractions; they are seeking immersive, meaningful experiences at destinations that align with their values. This includes a growing appetite for local cultures, authentic cuisines, and travel that merges leisure with personal growth.

The report also highlights the emergence of hybrid "bleisure" travel, with nearly a quarter of travellers blending work commitments and extended stays.

<strong>Solo women travellers on the rise</strong>

Women accounted for 30% of solo visa applications in 2024, and that figure is projected to jump to 37% in 2025.

These journeys are typically undertaken by travellers in their 20s to 40s, with destinations like Bali, Thailand, and Japan favoured for safety, cultural interest, and affordability.

The growing number of women-only travel groups, online communities, and networks has made it easier for women to explore independently, reflecting a broader movement toward empowerment and self-directed adventure.

<strong>Asia's growth tourism footprint</strong>

Asia's tourism sector looks set to dominate international travel growth in 2025. Established hotspots like Thailand and Japan expect robust visitor numbers. 

Thailand aims for 40 million arrivals, bolstered by visa-free policies and potential new attractions like legalized casinos, and Japan anticipates a surge in visitors drawn by Expo 2025 in Osaka.

Vietnam and Indonesia, with their compelling blend of culture, affordability, and natural beauty, are also capturing the attention of travellers seeking something beyond the traditional circuits of Europe and North America.

<strong>From wellness retreats to niche interests</strong>

The rising popularity of wellness travel and “slow tourism” is another noteworthy trend. 

Destinations such as Bali and Taiwan have become hubs for health-oriented trips, offering yoga retreats, meditation programs, and opportunities to deepen cultural understanding. 

Instead of racing through multiple locations, travellers are spending longer periods immersing themselves in local life, exploring traditions at a leisurely pace.

Beyond wellness, a range of niche interests is reshaping travel agendas. 

Adventure tourism remains strong, with an emphasis on authentic experiences in Norway, Peru, and Australia. 

Off-the-beaten-path locales—like Slovenia, Laos, and the Faroe Islands—are gaining traction among those seeking unspoiled natural settings and direct engagement with local communities.

<strong>Cultural, culinary, and pop culture influences</strong>

Boutique hotels—be the Italian vineyard retreats or Moroccan riads—are on the rise, indicating a preference for accommodations that serve as gateways to local customs, traditions, and crafts. 

Culinary tourism is also expanding rapidly. Events like Italy’s Truffle Festival and Thailand’s Songkran Food Festival draw travellers eager to taste authentic regional flavours. 

Japan’s sushi counters and Turkey’s baklava shops further underscore the power of local gastronomy to attract international visitors.

Meanwhile, pop culture tourism—where travellers head to destinations featured in films, TV shows, music festivals, and social media content—is on the upswing.

Singapore’s Disney Cruise, for instance, is projected to see a 27.1% increase in demand in 2025. 

<strong>Natural wonders and environmental focus</strong>

Iceland and Norway, long favoured for the Northern Lights, may see greater demand, while Egypt’s solar eclipses and Puerto Rico’s bioluminescent bays offer unique experiences that combine scientific curiosity with a sense of awe. 

Environmental considerations and a deeper appreciation for natural spectacles hint at a growing expectation that travel should not only entertain, but also inspire and inform.

<strong>The Indian market’s growing influence</strong>

For India, the data suggests that Bangalore, Mumbai, and Delhi are the top hubs for outbound travel. 

A growing middle class, increasing interest in affordable international trips, and strong participation from younger demographics underscore India’s evolving role in the global tourism ecosystem.

Looking ahead, personalization and convenience appear set to define travel in 2025.

Streamlined digital services, better-informed decision-making, and tailored itineraries are likely to shape how people plan and enjoy their journeys.

Gen Z, Millennials, and solo women adventurers drive 2025 travel trends: Report

India has moved up to the 24th position globally in terms of International Tourist Arrivals (ITAs), according to the latest provisional data from the UN World Tourism Organization's Barometer.

The country recorded 18.89 million ITAs in 2023, a notable jump from 14.33 million in 2022, reflecting a growth rate of roughly 31.9%.

These figures were presented by Union Minister for Tourism and Culture Gajendra Singh Shekhawat in a written reply in the Lok Sabha on Tuesday. 

He also outlined a series of initiatives aimed at strengthening India's tourism sector, spanning infrastructure improvements, promotional campaigns, and enhanced visitor experiences.

Key government measures include financial assistance to states, union territories, and central agencies under schemes such as 'Swadesh Darshan' and ‘National Mission on Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD) to upgrade tourist facilities and destinations.

To boost global awareness, campaigns like "Dekho Apna Desh" and "Chalo India" have been launched, alongside the development of an "Incredible India" digital content hub containing a range of high-quality images, films, brochures, and newsletters. Promotions are also carried through the website - www.incredibleindia.org and social media handles of the Ministry.

In addition to promoting traditional attractions, the government is focusing on niche segments such as wellness, culinary, rural, and eco-tourism to diversify India's tourist offerings.

Efforts to improve service standards feature capacity-building programs and skill-development initiatives for tour operators and guides.

Improved connectivity is another priority, with the Ministry of Tourism working with the Ministry of Civil Aviation under the RCS-UDAN scheme to operationalize 53 tourism routes.

The e-Visa scheme now extends to visitors from 168 countries, covering tourist, business, medical, conference, and specialized categories like e-Ayush visas.

India's global tourism ranking improves to 24th; international arrivals surge

Singapore-based private equity and VC firm Wilson & Hughes PTE announced on Tuesday the relaunch of the travel services brand Cox & Kings, which it had acquired earlier this year via an insolvency process, as per reports.

The reimagined Cox & Kings will now pivot towards four core business segments: leisure travel, business travel, specialized tours, and travel technology, as per a statement from Wilson & Hughes in a report.

Wilson & Hughes secured the Cox & Kings brand along with its collateral in June 2024 through a purchase facilitated by the National Company Law Tribunal (NCLT). The firm did not disclose the transaction amount. Notably, this acquisition is separate from the former entity Cox & Kings Ltd, which is still under liquidation due to past financial troubles.

In addition to the Cox & Kings brand, the firm acquired a portfolio of over 200 sub-brands, including Duniya Dekho – “See the World with Us”, Bharat Dekho – “Discover the Wonders of India”, Luxury Escapades – “Unparalleled Luxury, Unforgettable Journeys”, Bhakti Yatra – “A Spiritual Journey Awaits”, Holiday 365 – “Your Perfect Getaway, Every Day of the Year”, Tour to Feast – “A Culinary Adventure Across Cultures” among others. 

Wilson & Hughes sees Cox & Kings as an ideal platform to redefine the customer-centric approach demanded by today's travel market. Leveraging its expertise across sectors such as finance, FMCG, building materials, and hospitality, Wilson & Hughes plans to combine tradition with innovation to re-establish Cox & Kings as a trusted global travel brand.

Originally established as a prominent name in the travel industry, Cox & Kings faced severe financial setbacks in 2019, leading to bankruptcy proceedings and eventual liquidations. The existing obligations and legal issues remain tied to the former company, as confirmed by Wilson & Hughes.

Wilson & Hughes revives Cox & Kings, focusing on modern travel solutions

With less than a month left for the Diwali festival, domestic tourism is set to witness a surge in demand due to the long weekend around that time. According to a digital travel company, 77% of Indian travellers intend to utilize long weekends to optimize their vacation days around the Diwali festival on November 1. 

The travel company's accommodation search data revealed that Udaipur is the top trending domestic destination for Indian travelers, witnessing a 220% increase in searches followed by Puducherry (200%) and Mumbai (35%).  

Booking.com revealed that couples are seeking for locations that are rich in culture with romantic settings. Udaipur, Puducherry and Jaipur have been the top choice of couples, the online travel firm said.

	
<a href="https://www.storyboard18.com/how-it-works/next-gen-navigators-how-young-travellers-are-steering-family-travel-43589.htm">Next-Gen Navigators: How young travellers are steering family travel</a>

For families,  Udaipur, Goa, Jaipur, Hyderabad and Ooty are popular choices, allowing both historical exploration and exciting experiences. 

Adventure and social connections are top priorities for groups. "The stunning palaces of Udaipur and Jaipur, along with the pristine beaches of Goa, Puducherry and Varkala, attract groups seeking relaxation, reconnection and exploration together," Booking.com mentioned.

Bustling nightlife, historical landmarks, and local cuisines have drawn solo travellers to Bengaluru, Mumbai, New Delhi, Hyderabad and Chennai, the report added.

	
<a href="https://www.storyboard18.com/how-it-works/64-of-employers-in-travel-and-hospitality-industry-expanding-workforce-teamlease-report-43293.htm">64% of employers in travel and hospitality industry expanding workforce: TeamLease report</a>

With increased connectivity and relaxed visa processes, short-haul international destinations are gaining traction during the festive period. According to Booking.com data, searches for Dubai, Bangkok, and Singapore have surged by 65%, 74% and 95%, respectively.

Santosh Kumar, Country Manager for India, Sri Lanka, Maldives, and Indonesia at Booking.com said, “As Indians embrace the spirit of Diwali and seek enriching experiences, we're thrilled to witness the surge in searches across both domestic and international destinations".

Diwali travel boom: 77% of Indians plan to utilize long weekends for vacation

World Tourism Day, celebrated annually on September 27th, serves as a global reminder of the significance of tourism to our society, culture, economy, and environment. This day is dedicated to raising awareness of the cultural exchange and economic development that stem from travel, encouraging individuals to explore the world's diverse offerings.

This year, World Tourism Day 2024 will take place in Tbilisi, Georgia - a country celebrated for its breathtaking landscapes, rich cultural heritage, and warm hospitality.

Nestled at the crossroads of Europe and Asia, Georgia presents an array of natural beauty, from the majestic peaks of the Caucasus Mountains to the picturesque coastline of the Black Sea. Hosting this global event not only allows Georgia to showcase its tourism potential but also highlights the theme "Tourism and Peace."

To honour this special day, let us reflect on some of the most memorable tourism advertisements that have left an indelible impact on travellers worldwide. Here are some standout examples.

<strong>1. Incredible India</strong>

The "Incredible India" campaign exemplifies successful tourism promotion, inviting people globally to explore the vast wonders of the Indian subcontinent. It highlights India's diverse heritage, vividly portraying the nation's rich cultural history, historical landmarks, and stunning landscapes.

<iframe width="560" height="315" src="https://www.youtube.com/embed/ysLPnOaUah8?si=DnVgGlUh00jdseTO" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Through a blend of striking visuals and engaging stories, "Incredible India" encapsulated the spirit of the country, featuring everything from the iconic Taj Mahal to lively festivals and bustling markets. The campaign offers a virtual journey that lures travellers with the promise of an immersive and unforgettable experience.

<strong>2. Tourism Australia - Super Bowl Commercial</strong>

During the 2018 Super Bowl, Tourism Australia unveiled the "Dundee: The Son of a Legend Returns Home" campaign, featuring Chris Hemsworth and Danny McBride. The campaign cleverly leveraged Australian stereotypes alongside the playful notion of a sequel to the "Dundee" films, leaving many momentarily convinced it was an actual movie.

<iframe width="560" height="315" src="https://www.youtube.com/embed/NNJKWVmK-GM?si=et7Hx3OsD6dvHFDD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

This witty ad was part of a bold travel marketing strategy for Australia, effectively highlighting the nation's breath-taking landscapes, distinct wildlife, and relaxed vibe. It ignited widespread buzz and conversation, evolving into a memorable phenomenon that resonated across digital platforms long after the Super Bowl ended.

As of June 2018, the campaign achieved impressive results, amassing over 102 million video views on social media and generating more than 14,000 media articles, which contributed to an equivalent advertising value exceeding $85 million. Additionally, it produced a total of more than 300+k leads from Australia.com and garnered 103.3. million television commercial ratings. The campaign reached an astounding audience of 9.2 billion through various articles and led to a 30% increase in sales. It was further recognized with 8 coveted Cannes Lions advertising awards.

<strong>3. "Malaysia, Truly Asia"</strong>

The "Malaysia, Truly Asia" campaign stands as a captivating tourism advertisement, enticing travellers to discover the varied wonders of this Southeast Asian destination. It highlights Malaysia's distinctive appeal by presenting its cultural diversity, stunning landscapes, and welcoming hospitality. With a memorable tagline, the campaign promises an authentic and immersive Asian experience.

<iframe width="560" height="315" src="https://www.youtube.com/embed/uZ3tB1UO1hM?si=n8Eat3gLoCIFG2AQ" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The ad takes viewers on a visual tour, revealing the country's rich identity. From the vibrant street markets of Kuala Lumpur to the tranquil beaches of Langkawi and the historical landmarks of Penang, it beautifully showcases Malaysia's cultural mosaic.

<strong>4. South African Tourism - "24 Hours of Wow"</strong>

To enhance their marketing efforts, South Africa's tourism board sought to shift tourists' focus away from the traditional safari experience and highlight the diverse array of attractions throughout the country. To achieve this, they developed an innovative microsite titled "24 Hours of Wow." This engaging platform showcased 144 six-second video clips, each highlighting a unique activity or destination, thereby presenting an enticing glimpse into the other remarkable offerings of South Africa.

<iframe width="560" height="315" src="https://www.youtube.com/embed/zkw3zBHVaWI?si=wCi9Mmqv1L-VDmSP" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

<strong>5. Tourism Ireland - Doors of Thrones</strong>

In 2016, Ireland cleverly capitalized on the immense popularity of the TV Series Game Of Thrones, much of which was filmed in Northern Ireland, including iconic locations like the Dark Hedges trail. 

<iframe width="560" height="315" src="https://www.youtube.com/embed/2OTLFjuabk0?si=oHnwPoADH8YoCNfk" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Partnering exclusively with the show, they launched the "Doors of Thrones" campaign, where each door corresponded to a specific episode of the upcoming season. The campaign's message encouraged fans to visit Ireland and explore the filming locations of their beloved series.

This initiative by the Ireland tourism board aimed to engage younger audiences by tapping into a cultural phenomenon they connected with.

<strong>6. Switzerland - Yodel Ay Hee Hoo</strong>

What better way to promote the countryside than by inviting people at a train station to take an impromptu day off and experience the Swiss Alps?

That's precisely where the Swiss Tourist Office nailed it in one of their heart-warming tourism campaigns, delivering a powerful reminder of how often we neglect to pause and unwind from our hectic schedules.

<iframe width="560" height="315" src="https://www.youtube.com/embed/j5vkSHseqCs?si=bzW2wBgXCGTkis4Q" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

To enhance the authenticity and give it a personal touch, the campaign went up a notch higher by featuring a live stream from the Alps, where an elderly man extended a personal invitation to commuters at Zurich's train station, urging them to join him in the mountains. 

This creative initiative surprised daily commuters, prompting them to reconsider their typical workday routine and contemplate whether to seize the opportunity for a free day in the Alps.

<strong>7. Hong Kong Tourism Board - VR Time Travel</strong>

When the Hong Kong tourism board partnered with Timelooper to introduce a VR time travel experience, their goal was to offer an immersive journey for viewers.

<iframe width="560" height="315" src="https://www.youtube.com/embed/Ufia4txeqck?si=MO3LgXqJMCAW-Oy8" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

The virtual reality tour transported users to 1960s Hong Kong, where they could witness a kung-fu battle on Hollywood Road, see aircraft landing at Kai Tan airport, and explore more iconic scenes. This campaign highlighted the destination in a fresh and captivating manner.

<strong>Sources:</strong> <em>Tourism Australia, ColorWhistle, YouTube, Bannerflow</em>

Celebrating World Tourism Day: A Look Back at Global Tourism Ad Campaigns

Travel agency platform Thomas Cook India is leveraging Artificial Intelligence, spiritual tourism, and tier-2 cities to scale up its business. According to Executive Chairman Madhavan Menon, "the group has and continues to invest significantly in AI-powered platforms, systems, and solutions to enhance the customer experience". The travel firm will achieve it through product and service innovation, and leveraging technology, he added.

Last week, the travel services company announced the launch of an AI-powered platform through which customers can customize their holidays. 

Additionally, Thomas Cook India has promised to 'redefine spiritual tourism' in the country by unveiling hidden gems or sacred sites and ensuring their accessibility. Thomas Cook and its subsidiary SOTC’s data have indicated an increased demand of 100% Y-o-Y for spiritual tourism.

Notably, spiritual tourism has witnessed a boom in India and makes up 60% of the country's domestic tourism. The industry is estimated to grow at a compounded annual rate of 16.2% and is likely to reach $4.6 billion in size by 2033, the Mumbai-headquartered company added.

The company has also intended to expand its offerings in tier-2 and tier-3 cities due to a surge in domestic tourism. Menon said in the calendar year 2024, they have opened five resorts and are planning to open 8-10 resorts during the rest of the year. The company will focus on "Expanding the sales and distribution footprint across the country to cover more than 5,000 partners, covering Tier 2 and Tier 3 cities", he added. Thomas Cook expanded its foreign exchange business in Tier-2 and 3 cities by opening seven outlets in the current calendar year, according to Mahesh Iyer, Executive Director at Thomas Cook.

Thomas Cook India's net profit was marginally up to Rs 73 crore in the first quarter of FY2025 from Rs 71 crore in the same period last year. The company's standalone total income stood at Rs 788.7 crore for the quarter, up from Rs 766.28 crore in Q1 FY2024. The company's advertisement expenses have increased by 92% to Rs 27.65 crore in FY24 from Rs 14.4 crore. The standalone net profit jumped to Rs 99.9 crore in FY24 from Rs 1.5  crore.

Thomas Cook India capitalizes on AI, spiritual tourism, and tier-2 cities to boost biz

Earlier this week, Cleartrip CEO Ayyappan Rajagopal announced a new captain on board on social media, keeping the identity under wraps. This strategic teaser campaign sparked curiosity and got people talking, perfectly aligning with Cleartrip's plan to generate buzz. The brand is onboarding Mahendra Singh Dhoni as their long-term brand ambassador to attract new customers and win back past users.

"We needed a celebrity who embodies trust and can say, 'This is the brand I use and endorse’ and there's no better person than MSD to do that for us,” said Rajagopal. 

In his conversation with Storyboard18, Rajagopal also discussed plans for the long-term Dhoni partnership, new product launches, upcoming campaigns, travel trends, and the growing "You Only Live Once" travel mentality across generations.



Edited excerpts


<strong>We saw your campaign teaser where you talk about onboarding a new captain and its none other than Mahendra Singh Dhoni. Why him?  Tell us a little about this campaign that you are launching?</strong>




Firstly, this is a very critical campaign for us because it's the first one since onboarding hotels. We were wondering who would be the ideal celebrity to endorse our brand.  ClearTrip is an OG (original)  brand in the travel space and when it comes to anything related to established brands, you need someone who cuts across geographies and is a true legend.  Mahendra Singh Dhoni (MSD), as we all know, is a legend and one of the very few personalities who connects with people regardless of whether they follow cricket. He cuts across demographics, ages, and geographies – every single target audience out there would say they can connect with Dhoni.  Additionally, the online travel agency (OTA) space is all about trust. We needed a celebrity who embodies trust and can say, 'This is the brand I use and endorse’. There’s no better person than MSD to do that for us.




<strong>The timing of the campaign and getting MSD on board is interesting because its also the IPL season? Is this a coincidence or did you plan it this way to make the most of the craze around MSD?</strong>



It's a very interesting story for us internally. We always wanted to do this campaign but were divided on the timing. We debated whether to go for the summer season sale (typically April-May when bookings surge due to school vacations). After internal discussions, the entire campaign, from concept to execution, was completed in just one week. It was an all-in-house effort, with some help from external directors. Everything, from script to implementation, was done internally. Coming to whether it is a coincidence or a planned one on timing, yes its planned because of MSD and IPL. There is a lot of buzz about MSD right now whether its going to be his last IPL season or not, so there is going to be crazy noise in and around IPL across social media and it's very evident from the huge response we’ve gotten from the teaser.




<strong>What is the nature of your association with MSD? Is this a one time endorsement or there is a longer partnership in the picture? Also, what is the media plan around the campaign?</strong>

This is a long term association. Anything with MSD has to be long. As a brand we are here to stay and we are here with MSD with a longstanding partnership. We have a strategy in place around how we’d work with him. There are multiple campaigns planned with MSD for Cleartrip. With respect to mediums, considering we are a digital player, the over indexation will happen a lot more over digital medium starting with Insta, X, Meta and all the other platforms on digital medium. Of course there will be some amount of ATL as well but predominantly this will be a digital led campaign and considering the huge monthly active user base that social media has been garnering. This year we are hearing IPL is hitting it off the charts with respect to digital viewerships. We believe digital is the right platform and will give us enough new customers. 





<strong>Every new campaign comes with KPIs and expectations on ROI. What do you want this campaign to do for the brand?</strong>

What we have realised is that the stickiness of customers on Cleartrip is always very high. The moment customers come and book a ticket with us along with one of the flexibility constructs that we have, people know that we are here to back them through their entire booking journey. So if anything goes wrong with the booking we are here to support them and ensure they get the complete refund when they book with products like Cleartrip Flex Choice Max. So these are the products that have helped us to retain customers and hence this campaign has been designed to bring in a lot more new users which is a lot more top of the funnel for us. So people who would have never used Cleartrip in the past or have used it a long time back and not come back for whatever reason, we want them to come back to our platform. So this is about reactivation and the second metric being onboarding new users. 






<strong>What else will we be seeing from Cleartrip through the year? Walk us through our marketing strategies for 2024-2025.</strong>



In the last few quarters we have been launching several new product initiatives on both air ticket booking and also hotels booking. Our hotels catalogue is completely revamped and our ratings have become one of the best in the industry. It is completely Gen AI generated, it is not a typical manual rating and reviews system. That makes it a lot easier for consumers to understand which hotels are good for them. Even with buses the flexibility contracts we have launched is one of a kind. So all of these put together, the three critical lines of business are air, hotels and buses and there is a lot of work that has gone into these aspects. Secondly, we’ve always worked on affordability where we bring in the low cost EMI construct. These are the product led initiatives we are focussed on. 
When it comes to marketing we have always stood out with our campaigns. Our campaigns have been a lot more clutter breaking. We see ourselves as a challenger brand, and to effectively cut through the crowded marketplace, our messaging needs to be impactful. 



Every three months we will come up with something new that the market has not seen, it could be digital led campaigns, it could be social campaigns, it could be word of mouth campaigns but it will be one of a kind. That's what we’ve been focussed on and the next twelve months will not be very different from that. 




<strong>Moving on to overall market performance, can we say travel has touched pre-pandemic levels?</strong>

Travel has been one of the few categories that has been able to grow year on year in the last two years. Post covid everyone was talking about revenge travel. That definitely came up, no debate on that. We were all internally wondering whether it would be just an initial spike. However it wasn’t. The numbers have been stacking very very well. Last winter was very good. The current summer season bookings look very good and this is in spite of average prices shooting up like never before.


So the prices have gone up, the demand has gone up, the supply hasn’t gone up exactly in the same pace. So if you look at the number of aircrafts that are available both for domestic and international use, it is not the same as what it used to be pre pandemic. In Spite of that the number of flying passengers have hit the pre-pandemic numbers. It just shows that the aircrafts are running full and the prices are high but people are still travelling.



Initially it was just the GenZ who were going by the YOLO (you only live once) rule, currently we are seeing not just the GenZ but millennial and everybody out there saying YOLO, lets all travel. So overall the industry is looking very good. If supply comes up in the next few months, the numbers will look even better than what it is today. 



<strong>The government, especially our Prime Minister, has been very bullish about domestic travel. What are your observations on domestic travel?</strong>

We are very clearly seeing good upside on domestic traffic as well. And two trends are very clearly coming out. The first one being spiritual travel, which is to Ayodhya, to Puri and all these treasures across the country. The searches on Google and on the platform have all gone up. Again it's not just the senior citizens but across age groups and this trend is not going to die down anytime soon. 


The second part is about unexplored places and Instagrammable places

The number of social media creators who make content on travel is crazy. They don’t want to talk about your Agras and Jaipurs, they want to talk about hidden treasures and that has been going up tremendously. Creators are busy saying things like “Hey you know I found this hidden treasure, 80 kms from Mumbai”. 

That is what people want to talk about. Influencers finding unexplored territories is a big trend people are following. Coming back to the domestic travel bit, people have realised that there are a lot of places in the country unexplored and not just the top two or three locations that have always been in focus. 



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