‘We have always been a big believer of digital data driven spends’

The spread of COVID-19 has hastened the adoption of a digital and contactless conversation.

The focus of conversation for us has been more towards the duty of care and ensuring that we provide a safe, seamless travel experience with minimum disruptions to our customers. Keeping them informed at all times, pre-empting changes on ground and providing flexible solutions are some of the things that customers always look for and that is what we strive to provide them with. This epidemic has brought into sharp focus the need for an omnipresent travel partner who can help navigate them through the rapidly changing world.

Our marketing spends have completely moved online as we conserve cash for the long term. We have always been a big believer in digital data-driven spends and now we have shifted our focus to reach and engage with our customers online. We have been at the forefront in publishing whitepaper on travel risk management, organising webinars with key partners in aviation, hotels and cab aggregators, conducting customer research and sharing the voice of customers with suppliers and vice versa.

With all this, we also constantly aim to create products and services that ensure that all expectations in terms of travel safety and information are being met. Our AI-enabled global news hub is one such platform specifically created to keep travellers up to date of what’s happening in the world with real-time information. It’s not only about giving them a safe experience, but being with them every step of the way as they get back to business.

Our approach has always been to communicate the right information and support our customers as their travel partners. While we do this through various platforms, the key is to present them with relevant products that are useful in the current scenario like our global news hub, and which will set the stage for future when things get back to normal like a robust risk management strategy.

Similarly for leisure, apart from the holiday deals, we have been focusing on relatable content in travel and throwback pictures of our customers to take them on a trip down memory lane. We understand that the demand has only been postponed and not diminished and our marketing strategies are now focusing on the long haul.