Maldives was a land of opportunity for me, not for a travel, but for a marketing assignment. Perks included a boat instead of a car to reach out to customers and distributors. That was 25 years ago. Missed that and could not visit that place as a tourist too. When i saw friends and relatives posting pictures and videos of that destination, it was a soothing moment as a tiny island near India made a huge difference to tourism and was also advantageously placed for a “geopolitical” headline space in various media outlets.
In the dynamic world of business, seizing opportunities and adapting to the ever-changing environment is crucial for success. One such example of astute marketing strategy lies in the tale of EaseMyTrip, an Indian travel agency that capitalized on a political incident to boost its brand visibility and market reach. This essay explores the brilliance of marketing through the lens of political opportunism, focusing on the episode where the Indian Prime Minister’s visit to Lakshadweep was met with criticism from Maldives leaders, ultimately leading to a strategic move by EaseMyTrip.
In the realm of international relations, political events can have a profound impact on businesses, especially those in the travel and tourism sector. The controversy surrounding the Indian Prime Minister’s visit to Lakshadweep, coupled with the criticism from Maldives leaders, created a buzz in the media. Such incidents often have a domino effect, and businesses must navigate these situations with agility and innovation.
EaseMyTrip’s attempt to woo customers by saying customer first, nation first was seen during the COVID-19 pandemic when they refunded money to travelers for their tickets and hotel bookings reserved through the EaseMyTrip portal.
Under normal circumstances say a decade ago, the response of business houses to national pride issues would have been at most to ignore or no comment, but never a drastic step as being witnessed by EaseMyTrip. This is not to say it is a patriotic step, it is just a shifting of existing resources to capitalize on a new opportunity and destination -Ayodhya.
Strategists can point out other factors like EaseMyTrip not getting too much profits in the Maldives sector, or some issues legal or commercial that have huge time, cost, and effort aspects to be worried about.
EaseMyTrip is a booking portal for the travel industry. It is not like an airline where it has to invest huge for new aircraft and manage operations and other logistics arrangments including approvals etc. The start time to operate in a new destination may be only weeks or months as compared to months to years for a rail, road, or air travel company.
EaseMyTrip, a leading travel agency, demonstrated remarkable acumen in turning a potentially negative situation into a golden opportunity. Recognizing the potential repercussions of the strained diplomatic relations, the company decided to halt bookings for Maldives, a popular tourist destination, safeguarding its financial interests. This strategic decision not only showcased the company’s ability to adapt swiftly but also laid the groundwork for a more ingenious marketing approach.
EaseMyTrip is amidst a hypercharged media frenzy and in an iconic regeneration of Lord Ram in a continued faith and being in cold storage in a very coveted and religiously significant place called Ayodhya. The decision of EaseMyTrip was sure to ruffle feathers in the industry and give a heroic status to the founders and the company. EaseMyTrip just did not miss that opportunity. If not as a strategy well thought out, let us credit EaseMyTrip for a reward well earned for the patriotic feeling it showed in quick time. The result whichever is now seen.
The turning point for EaseMyTrip came when one of its co-founders secured a significant amount of airtime on a prime news channel. The timing and relevance of this interview were impeccable, as it coincided with the height of the political controversy. The co-founder utilized this platform effectively, capitalizing on the widespread public interest in the political discourse. The interview, equivalent to prime advertisement rates worth crores of rupees, allowed Easemytrip to communicate directly with its target audience including its customers and new prospects.
During the interview, the co-founder of EaseMyTrip skillfully navigated the conversation, not only addressing the immediate issue of halted bookings to the Maldives but also pivoting the narrative towards the positive aspects of the travel industry. The opportunity was seized to highlight EaseMyTrip’s commitment to customer satisfaction, its diverse range of destinations, and the convenience it offered to travelers. This shift in focus from a reactive stance to a proactive marketing strategy was a masterstroke.
EaseMyTrip’s marketing brilliance did not stop at damage control. The interview became a platform to introduce and promote flights to new destinations such as Ayodhya, subtly diverting attention from the political controversy to the exciting possibilities the travel agency was offering. By aligning its marketing message with the broader aspirations of the audience, EaseMyTrip effectively leveraged the media spotlight to turn a potential crisis into an opportunity for growth.
On a short ending note and as a conclusion tale of EaseMyTrip’s response to the political turbulence surrounding the Indian Prime Minister’s visit to Lakshadweep is a testament to the brilliance of marketing through political opportunism. By halting bookings for the Maldives and strategically utilizing a prime news channel interview, the travel agency not only mitigated potential losses but also positioned itself for market expansion. This case study highlights the importance of agility, innovation, and a keen understanding of the media landscape in crafting successful marketing strategies in the face of political challenges. Easemytrip’s journey stands as a beacon for businesses seeking to navigate the complexities of a rapidly changing world. Did this make history? Let’s see how the travel industry and Easemytrip’s competitors pitch in and of course the numbers that get into the balance sheets of EaseMyTrip.
Till then Maldives Loss is Ayodhya’s gain. Well, all want their trip to be at ease. For now, there is one company with an apt name to do that.
(The author Suresh Iyer is Director-Tenora International and consults with companies/educational institutes in Branding/Global Marketing/Leadership Training. The book “Simplifying Blockchain Complexities” authored by Prof Archie D’Souza and Suresh Iyer (Shroff Publishing).https://www.shroffpublishers.com/books/9789355423993/) was launched in August 2023, apart from other books and publications earlier. He can be contacted at suresh@tenoragroup.com)
