Q] The new campaign, ‘Room aise on Goibibo, full marks by Bebo,’ seems to reflect a unique collaboration between Goibibo and Kareena Kapoor Khan. Can you tell us what inspired you to do this collab?
We initially aimed to position Goibibo as the preferred brand for budget accommodations. However, market research revealed that consumers don’t identify as budget-conscious. Instead, they seek to maximize experiences. Indian travellers, discerning and desiring the best experience, embody the energy of ‘main characters’, portrayed as heroes in our films.
Kareena emerged as the perfect fit in aligning Goibibo with this main character’s energy. The synergy between Bebo and Goibibo felt destined, reinforced by an organic old social media post where Kareena suggested ‘go ibibo’ for a vacation. This discovery affirmed the collaboration’s natural and meant-to-be essence.
Q] Please provide some insights into the creative brief given to the agency behind this campaign? How do you intend to leverage Kareena Kapoor Khan’s persona in it?
Goibibo is a memorable brand for consumers, and is the first choice for travel bookings. Despite having organic traffic and engaging in CLM campaigns, brand building was not actively pursued pre-pandemic. Recognising the need to regain prominence, the agency worked on two key objectives – rebuilding brand prominence and attracting new and younger users. The overarching goal is to position Goibibo as the preferred brand for budget travellers, forming the foundation of our current campaign.
Q] The campaign incorporates elements from one of Kareena Kapoor Khan’s iconic roles. How does it resonate with Goibibo’s target audience and its brand image?
The character we chose for our first film, though 20 years old, appears remarkably fresh, resonating strongly with the younger generation. Its longevity, bordering on everlasting, is evident in its presence in memes and the actor’s continued association with it in the minds of consumers. This character is valuable in a media landscape where capturing the audience in short spans is crucial. Leveraging Kareena and this iconic character turned out to be a goldmine, resulting in an organic and high-recall story. The campaign’s effectiveness is reflected in a clear 10% uplift in ad recall within the first ten days, making it memorable and beloved by consumers, and economically successful for the brand in the initial phase.
Q] Shed some light on Goibibo’s media mix. How are you planning to maximize reach and engagement across various digital platforms and traditional media?
Our media mix is aimed at a younger population in Tier I and Tier II towns. We optimized channels, focusing on digital platforms, given this demographic’s preference for OTT platforms and extensive mobile phone use. Simultaneously, we seized the opportunity that was presented by the Cricket World Cup, strategically launching our campaign during the India-Pakistan match in Ahmedabad, primarily through digital channels.
Q] Being a travel brand, what role do digitisation and automation play in your business, both in terms of marketing and operations? What new avenues are you exploring in terms of Digital?
Digital is crucial for us as our audience actively engages in e-commerce, making the digital space paramount. It allows us to guide users seamlessly through the entire journey, from initial exposure to bookings, fostering loyalty. This end-to-end journey management is achievable on digital platforms. Our approach is rooted in targeting consumers where they are, utilizing OTT channels or YouTube, based on preferences. Content is tailored organically for each platform, enhancing the consumer experience. Efficiency is evident in our approach, with consumer campaign launches, like the one with Kareena, resulting in improved overall brand affinity across multiple channels.
Q] Nowadays, with the advent of generative AI platforms like Chatgpt and Bard, people are creating their travel itineraries on these platforms. How do you see this developement, and what is your take on it?
Currently, in an early stage, we’re consistently exploring opportunities to integrate new technologies for consumer benefit. Our existing processes are user-friendly, with simple and intuitive product flows. Utilizing data science in our recommendation engine, we offer personalized search and content for all users, excelling in both mass and micro-level personalization. While our current approach is effective, we stay vigilant about emerging technologies. Opportunities in AI and LLM go beyond itinerary planning; for instance, we’re experimenting with voice as a booking channel. As these technologies mature, we’re confident of being at the forefront of incorporating them to enhance both booking and post-booking experiences.
Q] Travel and hotel booking apps have become increasingly competitive. What unique strategies is Goibibo employing to capture a greater share of the market to maintain relevance among the younger audience and enhance the appeal of the platform?
The marketplace is becoming more competitive, necessitating differentiation. Two key factors set Goibibo apart - a dedicated consumer base fostered through features like Godrive, Gocash, and referral rewards, and a strategic focus on attracting a younger audience. While initially budget-conscious, the younger demographic’s increasing travel expenditures align with rising earnings. Features like GoCash and referral rewards, promoting community through GoTribe, are implemented to engage and expand this loyal user base.
Q] What kind of growth have you seen in the past year for your business?
We have a positive outlook on market growth. Our performance consistently exceeds market growth, which is in the double digits for both hotels and flights. In terms of consumer metrics, Goibibo is strengthening its position as a robust second-ranking brand, demonstrating growth in consideration, salience, and awareness.
Q] What are some of the key trends in the travel and hospitality industry currently?
Key travel trends show a rise in break frequency, with individuals opting for shorter breaks but taking more of them. Diversity in travel destinations is increasing, with people exploring multiple places rather than sticking to the same destination every winter. Improvements in ground infrastructure, including roads and railways, have fueled this trend. People are increasingly choosing to drive to destinations for weekend getaways or opt for train journeys. Pilgrimages in India are on the rise, even among the youth, with individuals visiting ancient cities and holy places. Additionally, there is a growing interest in international short-haul destinations. For example, Thailand’s recent visa-free access for Indians is expected to drive increased demand for the country as a travel destination.
PROFILE
Raj Rishi Singh double-hats as Chief Marketing Officer and Chief Business Officer for the Corporate Travel vertical at MakeMyTrip. He’s responsible for driving the company’s marketing effort to support strategic objectives, overseeing all initiatives to promote brands MakeMyTrip and Goibibo, while creating distinct identities for both.
ABOUT THE BRAND
Goibibo provides options for flight ticketing, hotel bookings, train ticketing, bus ticketing, inter-city cabs, and ancillary travel offerings. Through its mobile app and website, travellers can search, plan, and book a wide range of travel services. The brand’s core differentiator is in the value-based and traveller-first offerings that promise an elevated user experience and superior value for all travellers.
FACTS
Creative Agency: Talented
Social Media agency: In-house
Digital Agency: LS Digital
PR Agency: Avian WE
Marketing Tip
In today’s cluttered marketing landscape, it’s crucial to stay true to first principles by defining a clear brand strategy, identifying the target consumer, choosing the right media channels, and creating meaningful content for effective engagement.
