MakeMyTrip, the online travel company has said that it is soon going to launch new features to boost app-user engagement. The venture gets more than three quarters of its traffic for its hotels business from its mobile application
Keeping this in mind it is especially important for the company to make users keep coming back to the app and building loyalty. More so in lucrative segments like hotels and vacations, which largely ad the travel firms facing cutthroat competition. MakeMyTrip competes with Cleartrip and Goibibo.
As part of strategy to drive app usage, the company has put all other development work on hold and asked its engineers to focus on project ‘Tap’ which is aimed at improving mobile experience.
Anshuman Bapna, who is the company’s chief product officer, said in a statement:
“Deep (the MakeMyTrip founder) asked me to try and get the buying experience down to just two taps of the screen,…We put all our other work on hold, like making changes to the desktop, for two weeks to create a new user experience.”
The company is also looking at launching new features to boost engagement. In the past few months, the company has launched an on-trip assistant, Jeeves, named after the uber-efficient valet in PG Wodehouse’s books. Bapna said:
“It will work a little like Google Now. Gives you information on whether your flight is delayed to notifying the hotel you have booked that you are arriving when you are 45 minutes away. It’s a reason to have people keep coming back to the app,”
Bapna said in the past nine months, the company has retrained most of its engineers in mobile development. MakeMyTrip said it now gets more than half of its traffic through its mobile site, up from 21% a year ago. Hotel bookings through the MakeMyTrip mobile application rose 1,021.9% year-over-year in the fourth quarter and by 694.8% in FY16.