Q] What inspired Cleartrip to launch ‘Vibes’, and how does it differ from traditional hotel search experiences?
For years, the process of booking hotels has remained largely unchanged. Travellers typically visit an OTA (Online Travel Agency), enter their destination, specify the number of guests, browse through a list of options, apply filters, check the map, and eventually choose a hotel. Despite this effort, finding the perfect match can still be a challenge.
As we engaged with customers, especially millennials and Gen Z, we realised that aligning with the right vibe is crucial for them. Interestingly, the same traveller may seek different vibes for different trips—whether it’s a fun, carefree atmosphere for a getaway with friends, a kid-friendly space for a family vacation, or a more relaxed setting when travelling with parents. However, the OTA industry hadn’t fully addressed this need.
That’s why we set out to redefine how people discover and book hotels. With Search by Vibes, users can start by selecting the kind of vibe they want, and we guide them to destinations that best suit their preferences. Even within a chosen city, we help pinpoint hotels that truly match their desired experience—making hotel discovery more intuitive and personalised.
Q] How does Vibes curate hotels based on trip types and what data points are used to match users with the right state?
Behind the scenes, a highly complex content aggregation process powers this system. We began by identifying a broad spectrum of vibes that travellers seek—both for their trips and hotel experiences. Within each vibe, we further categorised specific preferences. For instance, within the romantic vibe, some travellers might prioritise a jacuzzi or private pool, while others may seek a luxurious spa experience or a different unique offering.
To make this work, we collaborated closely with our hotel partners to gather detailed data on their property features, both within and around the premises. This allows us to match hotels to various vibes and curated collections in a way that traditional OTA filters often fail to capture.
For example, in our Culture & Heritage vibe, we go beyond basic filters. If you're booking a stay in Rajasthan, we provide details on whether the hotel is a historic haveli, the year it was built, or its proximity to notable heritage sites. This entire process—data collection, aggregation, and curation—enables us to offer travellers a highly personalised and intuitive hotel discovery experience.
Q] With 5,000-plus hotel selections spread across 11 Vibes, how does Cleartrip ensure the quality and relevance of these listings?
The process has undergone rigorous moderation at multiple levels. Hotels provide initial inputs, which are then validated by our on-ground sales teams. Further checks are conducted using AI to analyse conversations and reviews about a property, ensuring sufficient evidence to confirm its features.
This multi-layered approach combines manual verification on both the base and advanced levels with AI-driven insights, allowing us to establish a high-quality score to ensure the accuracy and reliability of our recommendations.
Q] With the rise of social media-driven travel trends, how does Cleartrip leverage influential marketing or UGC-generated content to promote Vibes?
We collect and summarise reviews & ratings using AI to provide customers with clear insights. Recognising that travellers get inspiration from social media, we’ve integrated that experience into our platform. Instead of searching across multiple sites, users can now discover, plan, and book their ideal hotel in one seamless journey.
Q] With Gen Z and millennials prioritising experiences over luxury, how is Cleartrip adapting its marketing and product strategy to align with the preferences?
Our journey began with redefining how we present content—moving beyond plain text to immersive video, catering to Gen Z’s preference for experiential content. We’re curating properties with the right experiences and will expand to highlight nearby activities, ensuring both immersive stays and great value for young travellers.
Q] As a company, could you speak about your USP and what differentiates your company from your competitors?
Cleartrip has always had a loyal customer base, thanks to its simple and intuitive booking experience. Unlike platforms that overload users with features and upsells, our focus is on understanding intent and enabling a quick, seamless checkout. As we expand our partnerships with hotels, our priority remains a smooth, user-friendly experience that sets us apart.
Q] Could you give us a little overview about your marketing spends and budget allocation through different channels?
In terms of marketing, we have a very healthy mix of performance marketing and brand marketing. For anybody who is in this (travel) space, given that it's a slightly low-frequency category, having performance marketing basics in place is very important. So, we invest in that space quite robustly. And as we are trying to build awareness, especially in non-flight categories, we are also investing more in brand marketing. We are committed to increasing our marketing spends year-on-year, because we are aiming for a certain share of the market.
Q] What are some of the trends in the travel industry that you have been noticing and how has the industry changed maybe over the past two years?
One of the biggest shifts in travel today is the growing importance of unique experiences. Travellers are no longer just visiting cities to tick off popular tourist spots; instead, their travel lists now begin with experiences. For some, it’s a music festival; for others, it’s witnessing a rare natural phenomenon or trying an adventure sport. The journey now begins with selecting a vibe, then choosing the best destination based on their budget, followed by planning their accommodation and transport. We believe that travel brands offering an end-to-end experience will have a stronger edge over those focusing purely on bookings and transactions.
Another major trend is the rising demand for international travel. More travellers are willing to explore beyond domestic favourites, opting for destinations like Thailand, Malaysia, the Middle East, and Bali over traditional spots like Goa. Short-haul international trips are expected to grow significantly.
Additionally, the habit of taking short getaways, which emerged during COVID, has firmly taken root. Travellers are now planning not just one or two big vacations a year but also frequent short road trips within a 200-300 km radius of their home base. This trend is expected to continue growing rapidly.
Q] What is the future focus of this company?
Our future focus is to establish ourselves as an OTA that stands out through exceptional experiences. This means offering a seamless, end-to-end journey—from assisting in trip planning to providing a smooth booking process and ensuring a hassle-free post-booking experience, always being there for our customers if anything goes wrong. Experience is the key area where we aim to differentiate ourselves.
As we build this, a major priority will be expanding our presence in hotel bookings. While we are already a well-recognised leader in flight bookings, we now want to scale up aggressively in domestic hotels, followed by international hotel and flight bookings. Over the next one to two years, our strategy will focus on these areas.
Additionally, from a consumer perspective, we aim to attract a younger audience. While affluent millennials remain our core customer base, we also want to position ourselves as the preferred platform for Gen Z travellers.
Check out the latest campaign featuring Khushi Kapoor below:
