TravTalk India Online Magazine
Cleartrip’s journey in revamping its B2B strategy has set the stage for exponential growth. In a conversation with TRAVTALK, Sukesh Shetty, Head of B2B at Cleartrip, shares that with focus on B2B as a separate business line, Cleartrip aims to become a prominent player in the market, offering comprehensive solutions and support.
Janice Alyosius
Cleartrip entered the Business to Business (B2B)market in the year 2009 with the introduction of two products: Agent Box and Creator for Business. Talking about the initiative, Sukesh Shetty, Head of B2B, Cleartrip, said, “The idea behind launching these products was to extend our online booking tool to different cohorts of customers and cater to their specific needs.”
The launch of Agent Box and Creator for Business proved to be a success. Cleartrip’s unique approach resonated with travel agents and corporates alike. Shetty explained, “A lot of travel agents and corporates started using our products because of their simplicity and user-friendly interface. The success of these products prompted agents to create codes within Agent Box, highlighting its popularity and ease of use.”
Cleartrip’s B2B segment
Cleartrip’s primary focus has always been on the B2C market, with B2B being an ancillary product. However, the pandemic and the acquisition by Flipkart brought a renewed focus on B2B. Shetty shared, “With the Flipkart acquisition, there was a shift in ideology, recognizing the equal importance of B2B
and B2C. We started rebuilding the B2B division, aiming for more stability and better
brand recognition.”
Cleartrip’s strategy involves treating B2B as a separate business line, with a dedicated focus on its growth and profitability. Shetty said, “B2B is looked upon separately as a small company within the company. We aim to introduce new products and collaborate with partners such as DMCs to expand our offerings.” Cleartrip is actively seeking partnerships and collaborations with various B2B players and international suppliers for content sharing and supply exchange.
Differentiating from competitors
Cleartrip aims to differentiate itself by focusing on depth rather than spread. Shetty explained, “Instead of targeting all travel agents, we concentrate on productivity and growth. We provide support to agents, addressing their specific needs and solving any challenges they face. Cleartrip aims to be an enabler for travel agents’ growth, offering incentives and services to help them expand their businesses.” Cleartrip’s approach to collaborating with hotels and airlines varies based on the target market. Shetty informed, “While corporate bookings lean toward four and five-star properties, B2B agency partnerships cover a broader range. We have dedicated supply teams for airlines and hotels, working on deals for both B2B and B2C. In the corporate space, we focus on specific properties to cater to their booking requirements.”
Engaging with the travel trade and expansion plans
To engage with the travel trade, Cleartrip actively participates in trade fairs and events, ensuring its presence is felt in the industry. Shetty shared, “We also have physical representation in 23 cities to work closely with travel agents and understand their needs. We plan to extend our reach to tier II and III cities, aiming to be an enabler for aspiring travel agents by providing services, support, and print ads in these regions.” Cleartrip’s growth plans involve achieving a market share in the B2B business. Shetty explained, “Our target is to enter the league of the top five players in the country. We want to focus on consolidating our position in the B2B market and strengthening our partnerships. We aim to increase our market share by leveraging technology, expanding product offerings, and enhancing the overall user experience.”
Role of technology
Technology plays a crucial role in Cleartrip’s B2B strategy, shared Shetty, “The company continually invests in innovation to develop cutting-edge tools and features for our partners and users. We believe in leveraging technology to simplify processes, automate tasks, and provide real-time data and insights to our partners. This not only enhances efficiency, but also enables them to make informed decisions.”
Cleartrip has introduced AI-powered solutions that offer personalized recommendations and tailored experiences for travellers. They have implemented intelligent algorithms to optimize travel itineraries, taking into account factors like preferences, budgets, and time constraints. These technological advancements have positioned Cleartrip as a frontrunner in the industry, attracting more partners and customers.
