[Case Study] How Yatra Cross-sold Hotel Inventory To 5% Of Its Customers Booking Flights - WebEngage Impact

[Case Study] How Yatra Cross-sold Hotel Inventory To 5% Of Its Customers Booking Flights - WebEngage Impact
Customer Profile
Yatra.com is India’s leading online travel company. Positioned as a brand “Creating Happy Travellers”, it provides information, pricing, availability, and booking facility for domestic and international air travel, railway reservation, hotel bookings, holiday packages, buses, and car rentals. Yatra offers a host of travel services designed to make business and leisure travel easier. Yatra is the second largest online travel agent in India and generates over USD 70 Million in revenues.
The Objective

As expected, most customers quickly go ahead with “Find Flights” options, as shown below, rather than choose the “Find Flights + Hotels” option. This, despite the fact that Yatra has some really strong and compelling hotel deals to offer.
The product marketing team had these two major objectives:

  • Figure out a compelling way to convey some of the “hottest deals” to users without obstructing their experience.
  • Cross-sell their hotel inventory to fliers who didn’t choose the “Find Flights + Hotels” option.
How Yatra used WebEngage to achieve their objective?

This was a clear cut use-case for our Notification product. However, unlike regular use-cases, the messaging had to be dynamic based on user query. E.g. a flier searching for “Delhi-Mumbai” flight – the hottest deal that should be showcased had to be a hotel in Mumbai .. and so on.

Welcome to WebEngage’s Dynamic Notifications!

Underneath is a sample of the final product, as being shown to customers searching for domestic flights on Yatra.

How did Yatra put it all together?

We allow the use of [[tokens]] in Notifications, which essentially means that you can add pre-defined placeholders while creating a push message in the dashboard, and replace them with real values while rendering it on your site, dynamically, via our JavaScript API.

Here’s a step-by-step guide on how Yatra set up this Dynamic Notification:

1. Create Notification > Choose a Layout.

2. Create Notification body > Add Tokens > Choose/create Theme.





3. Add rules for the Notification > Activate the Notification.

4. Tweak the integration code to pass dynamic information.

//in addition to the default WebEngage integration code, here's how Yatra
//makes the rules and tokes work inside this notification
_weq['webengage.notification.ruleData'] = {
  flightOnly: (true|false) //depending upon user query
};

//for users searching only for flight, Yatra triggers an AJAX request to their
//server for fetching the best hotel deal relevant to user's query.
//once the data is available, here's how token content is populated.
_weq["webengage.notification.tokens"] = {
  totalMin: "16,815",
  flt_code: "SG-851",
  org_code: "BOM",
  dest_code: "DEL",
  ddate: "Fri, 21 Mar",
  dtime: "05:55",
  atime: "08:10",
  hotelName: "The Beaufort Inn",
  totalStrike: "21,562",
  totalMin: "16,815",
  url: "http://dpack.yatra.com/flights-hotels/dyna/wait?type=R
        &viewName=normal&scope=dom&flexi=0&noOfSegments=2&
        flight_depart_date=12/03/2014&arrivalDate=14/03/2014&ADT=1
        &CHD=0&INF=0&class=Economy&origin=DEL&destination=BOM
        &partial=true&source=flights"
  ...
  ...
  /* similarly all other [[tokens]] were populated with data */};

It took less than 2 hours of effort for Yatra to go live with this Notification on their site.

The Result!

Of

all the users booking on a flight on Yatra, we managed to get 5% of them to upgrade to a “flight + hotel” combination deal. In a nutshell, WebEngage helped Yatra cross-sell its hotel deals to 5% of the total audience booking a flight on the site.

Credits: Thanks to Animesh (Head of Marketing & Alliances at Yatra) for his inputs on this case-study. Special thanks to Guru and Sandeep from Yatra’s development team who build some very interesting use-cases on top of our JavaScript API. Close to 20 people at Yatra, in product and marketing, use WebEngage every day. We love them!

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  • Created: 13 Mar 2014
  • Last Updated: 05 Sep 2018

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Author

Avlesh Singh CEO, WebEngage

Avlesh is the co-founder and CEO at WebEngage. He occasionally writes here and on his personal blog.


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