About Goibibo

Goibibo is one of the leading travel booking brands in India, offering hotels, flights, train and bus tickets and car hire. More than 70% of Goibibo’s bookings are made through the Goibibo app, which has been downloaded more than 10 million times and consistently ranks at number one in the travel category in India.

Goibibo, which has an annual turnover of more than $65 million, is a subsidiary of MakeMyTrip (MMT) Limited, which owns a 100% stake in Ibibo Group. Also within the Ibibo Group are India’s number one online bus ticketing platform, RedBus.in, and new carpooling app Ibibo Ryde.

The Challenge

Goibibo’s primary objective was to increase its user base among individuals actively searching for flights, hotels, and holiday packages. Traditional marketing campaigns were not reaching Goibibo’s target audience effectively, so the company was looking for an alternative solution and a new marketing channel that could reach users actively looking for travel services. The solution needed to ensure high-quality leads whilst also being cost-effective.

The Solution

Goibibo turned to Appnext to optimize its user acquisition strategy through Appnext’s discovery platform. After in-depth discussions with Goibibo, Appnext recommended a strategic shift from the traditional Cost Per Acquisition (CPA) model to a Cost Per Install (CPI) model. This change proved instrumental in optimizing the campaign, resulting in a remarkable 5x growth.

Appnext’s discovery solutions facilitated more precise user targeting, ensuring Goibibo reached users actively seeking travel-related services directly on their mobile devices and thus maximizing conversions.

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The Results

Between September - November 2023:

5x campaign growth after transitioning from CPA to CPI model

Domestic hotel bookings
29.81% ↑↑

Domestic flight bookings
19.73% ↑↑

Purchase success rate
29.41% ↑↑

Overall purchases
27.48% ↑↑

Looking at Goibibo’s performance in 2023 compared with 2022, by transitioning to a CPI model and leveraging Appnext's discovery platform, Goibibo not only expanded its user base but experienced significant growth across most key metrics. These included:

Domestic flight purchases
9.03% ↑↑

Hotel bookings
14.66% ↑↑

Revenue
37.38% ↑↑

“Appnext has been a game-changer for us. The strategic shift to a CPI model, guided by their in-depth insights, not only improved our campaign efficiency but also significantly boosted our user acquisition. Their innovative approach aligned perfectly with our goals, providing us with the competitive edge we needed. Their device-level placements and insightful data have enabled us to reach the right audience at the right time. We are happy with the results and look forward to continuing our partnership with Appnext.”

Yash Nigam
Assistant Manager, Brand Marketing
goibibo