MakeMyTrip has completely revamped its mobile app for better user experience and new ways to engage and retain users. The company witnessed a surge in mobile transactions to 47% from 32% a year ago. For India standalone hotels mobile bookings stood at 54%. Three month app repeat rates also rose to 32%. The company has also recently announced India?s only and biggest ever app only travel sale. The company expects transaction through mobile to rise further to 70-75% by FY16 end. Cumulative app downloads stands at 12.5mn currently.
The company, along with other major Indian OTAs, has blocked budget hotel aggregators OYO and Zo from their platforms (read our note on this topic: India Internet: OTAs block budget hotel aggregators ). The company now plans to launch its own budget hotel offering by the name, ?Value Plus?. MakeMyTrip plans to start this offering with an existing inventory of ~1,000 hotel and plans
to expand it to 2,000 hotels in next 1-2 quarters. The company doesn?t plan to standardize these budget hotels as done by OYO/Zo but will ensure good customer experience through audits. MakeMyTrip will not have a separate app for the budget hotel category but will have separate GUI for the same.
