The Indian e-commerce industry is growing at a fast pace with the biggest surge coming from the mobile platform and the same goes for the online travel segment. We at MakeMyTrip, recently concluded The Great Indian Getaway, India’s first ever and biggest app only travel sale. This was held from 27th Oct – 02nd Nov 2015 and you would be pleased to know that the company witnessed a phenomenal response from users across the country towards this sale.
Highlights of The Great Indian Getaway
- TGIG drove tremendous interest from travelers across India, with close to a million downloads of the MakeMyTrip app completed during the event.
- Domestic hotel bookings increased by 8x compared to the same period a year earlier. Almost 90% of hotel bookings made during TGIG were completed with mobile apps, up from 24% during the same period last year and 50% during the week prior to the sale.
- International hotel bookings across all devices increased by nearly 11x annually.
- Domestic flight bookings across all devices increased by nearly 110% annually, while international bookings across all devices increased by 74%.
- More than 50% of flight bookings made during TGIG occurred on mobile devices, up from 14% in the same period last year and up from 30% in the week prior to the sale.
- More than half of the visitors during TGIG came from non-metro areas.
Further, we observed some very interesting trends with regards to consumer behavior during the sale period.
- During the peak hour of the sale, MakeMyTrip sold 1 flight ticket every second
- While Delhi, Mumbai and Bangalore emerged as top cities where the traffic originated from, Pennagaram (Tamil Nadu), Pardi (Gujarat) and Burdwan (West Bengal) witnessed the highest growth in traffic during the app fest.
- In the international hotels segment, Bangkok, Dubai, Pattaya, Singapore and Phuket were the top destinations while and Paris and Guangzhou were among the fastest growing international hotel destinations.
- In the domestic hotels segment, Delhi, Goa, Mumbai, Bangalore and Jaipur were the top destinations while Udaipur and Ooty were among the fastest growing domestic hotel destinations.
- Delhi – Paris and Kolkata – Bangkok were the top international routes while Delhi – Bangalore and Delhi – Mumbai were the top domestic routes.
- 41% of the hotel bookings during the sale period were forward bookings with the travel period exceeding 15 days against the usual trend where majority of the hotel bookings made are for the travel period within the next 3 days.
- While Kerala and Andaman emerged as top domestic destinations, Thailand and Singapore were the top international destinations under the Holiday Packages segment
During TGIG, average visitor traffic was almost twice the average traffic prior to the event with peak hour traffic surging by almost five times. Mobile apps drove almost 90% of the company’s hotel booking business and more than 50% of its flight bookings business during the week-long promotional event. Prior to the sale, mobile contributed to about 50% of hotel bookings and about 30% of flights-bookings.