Cleartrip’s unusual approach to the India market
by FP Staff Feb 10, 2013
FIRSTPOST. TAKETravelocity has pulled the plug on its India site and Cleartrip has just embraced a paperless approach by integrating with iOS passbook. By using a 'value' rather than a 'volume' approach, Cleartrip is showing greater signs of nuance in a cluttered market.
At a time when most online travel companies are busy trying to do all at once — making IPO plans, marketing blitzkrieg and opening brick and mortar stores to have offline presence, Cleartrip is walking the other way.
The company investing heavily in technology, spending more on online advertising ( where its audience are) and is steadily building its hotel business. In an interview with the Business Standard, the company's CEO Stuart Crighton said that going public is not a burning ambition right now for the company.
After two acquisitions in its kitty, Crighton demystified the market-share myth and said that Cleartrip is not losing sleep over market share because it does not often translate into revenue very often as one has to work with a lot of affiliates which can divert traffic.
While most of its peers are expanding offline with retail stores, Cleartrip is spending 70 percent of its marketing spend online knowing that with the expanding broadband reach in the country, that's where the target audience is going to be.
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