MakeMyTrip Limited (MMYT): Business Model Canvas

In der dynamischen Welt der Online-Reisebuchung hat sich MakeMyTrip Limited (MMYT) zu einer bahnbrechenden digitalen Plattform entwickelt, die die Art und Weise, wie Inder ihre Reiseerlebnisse erkunden, planen und buchen, revolutioniert. Durch die nahtlose Integration modernster Technologie mit umfassenden Reiselösungen hat dieses innovative Unternehmen die traditionelle Reisebuchungslandschaft verändert und Reisenden eine intuitive, benutzerfreundliche Oberfläche geboten, die Millionen von Kunden mit vielfältigen Reiseoptionen an nationalen und internationalen Reisezielen verbindet. Von preisbewussten Millennials bis hin zu erfahrenen Geschäftsreisenden bietet das strategische Geschäftsmodell von MakeMyTrip ein überzeugendes Wertversprechen, das über die bloße Transaktionsabwicklung hinausgeht und ein ganzheitliches Reiseökosystem schafft, das die gesamte Reise von der Inspiration bis zur Erkundung vereinfacht und verbessert.

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Allianz mit Fluggesellschaften, Hotels und Reisedienstleistern

MakeMyTrip hat Partnerschaften mit mehreren Reisedienstleistern aufgebaut:

Partnerkategorie	Anzahl der Partner	Abdeckung
Fluggesellschaften	52 nationale und internationale Fluggesellschaften	Indien, Naher Osten, Südostasien
Hotels	Über 1.20.000 Hotelimmobilien	Globales Netzwerk
Busunternehmen	Über 1.900 Busunternehmen	In 22 indischen Bundesstaaten

Partnerschaften mit Zahlungsgateways und Finanzinstituten

MakeMyTrip arbeitet mit mehreren Finanzpartnern zusammen:

• Razorpay – Primäres Zahlungsgateway
• HDFC Bank – Kreditkartenpartnerschaften
• ICICI Bank – Digitale Zahlungslösungen
• PayTM – Integrierte Zahlungsplattform

Zusammenarbeit mit Technologieplattformen und Agenturen für digitales Marketing

Technologiepartner	Service bereitgestellt
Google Cloud	Cloud-Infrastruktur und Datenmanagement
Amazon Web Services	Skalierbare Cloud-Computing-Lösungen
Criteo	Digitales Marketing und Retargeting

Kooperationen mit internationalen und inländischen Reiseversicherungsunternehmen

Zu den Versicherungspartnerschaften gehören:

• ICICI Lombard – Anbieter von Reiseversicherungen
• Bajaj Allianz – Umfassender Reiseschutz
• Tata AIG – Internationale Reiseversicherung

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Hauptaktivitäten

Online-Reisebuchungs- und Reservierungsplattform

MakeMyTrip verarbeitete im Geschäftsjahr 2023 rund 24,4 Millionen Hotelübernachtungen. Die Plattform bietet Buchungen in 1,5 Millionen Hotels, Resorts und Gastfamilien weltweit.

Buchungskategorie	Volumen (GJ 2023)
Hotelbuchungen	24,4 Millionen Übernachtungen
Flugbuchungen	9,3 Millionen Passagiere
Gesamttransaktionen	33,7 Millionen Reisetransaktionen

Preisvergleichs- und Aggregationsdienste

MakeMyTrip fasst die Preise von über 100.000 Reisedienstleistern zusammen und bietet wettbewerbsfähige Tarife in mehreren Kategorien.

• Durchschnittlicher Preisvergleich von über 50 Fluggesellschaften
• Hotelpreisvergleiche von 1,5 Millionen Unterkünften
• Preisaktualisierungen für Reiseleistungen in Echtzeit

Kundenbetreuung und Reiseberatung

Das Unternehmen unterhält ein Kundensupport-Team, das monatlich etwa 500.000 Kundeninteraktionen bearbeitet.

Support-Kanal	Monatliche Interaktionen
Telefonsupport	250.000 Anrufe
E-Mail-Support	150.000 E-Mails
Chat-Unterstützung	100.000 Chat-Sitzungen

Digitales Marketing und Kundenakquise

MakeMyTrip investierte im Geschäftsjahr 2023 1.284 Crore in Marketingausgaben, was 16,4 % des Gesamtumsatzes entspricht.

• Ausgaben für digitale Werbung: ₹750 crore
• Social-Media-Marketing: ₹250 crore
• Performance-Marketing: ₹284 crore

Technologieentwicklung und Plattformwartung

MakeMyTrip hat im Geschäftsjahr 2023 412 Millionen ₹ für die Entwicklung der Technologieinfrastruktur und Plattform bereitgestellt.

Technologie-Investitionsbereich	Ausgaben (GJ 2023)
Plattformentwicklung	₹215 crore
Verbesserung der mobilen App	₹97 crore
Cybersicherheit	₹100 crore

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Schlüsselressourcen

Fortschrittliche Technologieinfrastruktur und Buchungsplattform

MakeMyTrip betreibt eine umfassende digitale Buchungsplattform mit folgenden technologischen Spezifikationen:

Plattformmetrik	Spezifikation
Monatliche Website-Besucher	42,7 Millionen (Stand Q4 2023)
Mobile App-Downloads	Über 100 Millionen kumulierte Downloads
Plattformverarbeitungsgeschwindigkeit	Reaktionszeit bei Buchungen in weniger als einer Sekunde

Große Datenbank mit Reiseinventar- und Preisinformationen

Die Inventardatenbank von MakeMyTrip umfasst:

• Über 500.000 Hotelimmobilien
• Über 400 Airline-Partner
• Über 50.000 Buslinien
• Echtzeitpreise für über 30 internationale Reiseziele

Starke Markenbekanntheit im indischen Online-Reisemarkt

Markenmetrik	Wert
Marktanteil im Online-Reisen	32,5 % (Stand 2023)
Markenwert	475 Millionen Dollar
Verbrauchervertrauensbewertung	4.6/5

Kompetente Technologie- und Kundendienstteams

Zusammensetzung der Belegschaft:

• Gesamtzahl der Mitarbeiter: 2.800
• Technologieteam: 45 % der Belegschaft
• Kundendienstmitarbeiter: 35 % der Belegschaft
• Durchschnittliche Mitarbeitererfahrung: 6,2 Jahre

Mobile und Webanwendungsplattformen

Plattformmetrik	Spezifikation
Bewertung mobiler Apps (iOS)	4.7/5
Bewertung mobiler Apps (Android)	4.5/5
Betriebszeit der Webplattform	99.98%
Jährliche mobile Buchungen	68 % aller Buchungen

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Wertversprechen

Umfassende Reisebuchungslösungen

MakeMyTrip bietet Buchungsdienste für mehrere Reisekategorien mit folgendem Umfang an:

Reisekategorie	Buchungsvolumen (2023)
Inlandsflüge	12,4 Millionen Buchungen
Internationale Flüge	2,1 Millionen Buchungen
Hotelbuchungen	8,6 Millionen Übernachtungen
Urlaubspakete	1,5 Millionen Pakete

Wettbewerbsfähige Preise und Rabatte

Die Preispositionierungsstrategie umfasst:

• Durchschnittliche Rabattspanne von 15–25 % in allen Reisekategorien
• Exklusive Angebote mit über 350 Fluggesellschaften und 500.000 Hotels
• Cashback bietet bis zu 7 % auf den gesamten Buchungswert

Benutzerfreundliche Oberfläche

Leistungskennzahlen für digitale Plattformen:

Plattformmetrik	Statistik 2023
Mobile App-Downloads	42,6 Millionen
Monatliche Website-Besucher	68,3 Millionen
Durchschnittliche Benutzersitzungsdauer	7,2 Minuten

Große Auswahl an Reisemöglichkeiten

Ziel- und Serviceabdeckung:

• Inländische Ziele: Über 150 Städte
• Internationale Ziele: Über 65 Länder
• Einzigartige Reiseleistungen:
  • Busbuchungen
  • Zugreservierungen
  • Taxivermietung
  • Reiseversicherung

Integrierte Reisedienstleistungen

Service-Integrationsmetriken:

Servicetyp	Integrationsrate 2023
Flug- und Hotelpakete	38 % aller Buchungen
Multi-Service-Buchungen	22 % der Kundentransaktionen
Cross-Selling-Umsatz	₹1.245 crore

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Kundenbeziehungen

Kundensupportkanäle rund um die Uhr

MakeMyTrip bietet Multi-Channel-Kundensupport mit den folgenden verifizierten Kontaktpunkten:

• Gebührenfreie Nummer: 022-68053900
• E-Mail-Support: support@makemytrip.com
• Live-Chat auf der Website und in der mobilen App
• Social-Media-Supportkanäle

Reaktionsmetriken des Kundensupports

Support-Kanal	Durchschnittliche Reaktionszeit	Auflösungsrate
Telefonsupport	3-5 Minuten	92%
E-Mail-Support	24 Stunden	85%
Live-Chat	2-3 Minuten	88%

Personalisierte Reiseempfehlungen

Leistung des Empfehlungsalgorithmus:

• Genauigkeit des maschinellen Lernens: 76 %
• Personalisierung basierend auf 14 Benutzerverhaltensparametern
• Empfehlungsabdeckung: 89 % der Benutzerprofile

Einzelheiten zum Treueprogramm

Metrik des Treueprogramms	Daten für 2024
Total Loyalty-Mitglieder	8,2 Millionen
Durchschnittliche Punkteeinlösung	₹3.450 pro Mitglied
Jährlicher Umsatz aus dem Treueprogramm	₹276 crore

Mobile App und digitaler Support

Leistungskennzahlen für mobile Apps:

• Gesamtzahl der App-Downloads: 52 Millionen
• Monatlich aktive Benutzer: 18,7 Millionen
• App-Store-Bewertung: 4,3/5

Kommunikationshäufigkeit

Kommunikationstyp	Monatliche Häufigkeit
Personalisierte E-Mails	3,6 pro Benutzer
Push-Benachrichtigungen	5,2 pro Benutzer
SMS-Benachrichtigungen	2,1 pro Benutzer

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Kanäle

Mobile Anwendung

Die mobile Anwendung von MakeMyTrip verzeichnete im dritten Quartal 2023 67,4 Millionen monatlich aktive Nutzer. Die App generiert 62 % der gesamten digitalen Buchungen des Unternehmens. Statistiken zum Herunterladen mobiler Apps zeigen insgesamt 45,3 Millionen App-Installationen auf iOS- und Android-Plattformen.

Metriken für mobile Apps	Daten für 2023
Monatlich aktive Benutzer	67,4 Millionen
Prozentsatz digitaler Buchungen	62%
Gesamtzahl der App-Installationen	45,3 Millionen

Website-Plattform

MakeMyTrip.com verzeichnet monatlich 28,6 Millionen eindeutige Besucher. Die Website-Conversion-Rate liegt bei 3,7 %. Der jährliche Website-Verkehr erreichte im Jahr 2023 343,2 Millionen Besuche.

Website-Leistung	Kennzahlen für 2023
Monatliche einzigartige Besucher	28,6 Millionen
Conversion-Rate	3.7%
Jährliche Website-Besuche	343,2 Millionen

Social-Media-Marketing

MakeMyTrip unterhält eine aktive Social-Media-Präsenz auf allen Plattformen:

• Facebook: 2,1 Millionen Follower
• Instagram: 1,5 Millionen Follower
• Twitter: 687.000 Follower
• LinkedIn: 412.000 Follower

Digitale Werbung

Die Ausgaben für digitale Werbung für MakeMyTrip beliefen sich im Jahr 2023 auf 327 Crore ₹, was 18,6 % des gesamten Marketingbudgets entspricht. Google Ads und Social-Media-Plattformen sind die wichtigsten digitalen Werbekanäle.

Kennzahlen für digitale Werbung	Daten für 2023
Gesamtausgaben für digitale Werbung	₹327 crore
Prozentsatz des Marketingbudgets	18.6%

Empfehlungs- und Affiliate-Marketing-Netzwerke

Das Affiliate-Netzwerk von MakeMyTrip umfasst 12.400 registrierte Reisepartner. Das Empfehlungsprogramm generiert 16,3 % des gesamten Buchungsumsatzes mit einer durchschnittlichen Empfehlungsprovision von 4–7 %.

Affiliate-Marketing-Kennzahlen	Statistik 2023
Registrierte Reisepartner	12,400
Buchungseinnahmen aus Empfehlungen	16.3%
Empfehlungsprovisionssatz	4-7%

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Kundensegmente

Inländische und internationale Reisende

MakeMyTrip bedient jährlich rund 33 Millionen einzelne Besucher in nationalen und internationalen Reisesegmenten. Ab 2023 deckt die Plattform über 90.000 Hotels und 2.500 Reiseziele weltweit ab.

Reisekategorie	Jährliche Benutzerbasis	Buchungsvolumen
Inländische Reisende	24,5 Millionen	58 % aller Buchungen
Internationale Reisende	8,5 Millionen	42 % aller Buchungen

Junge Berufstätige und Millennials

MakeMyTrip richtet sich an Millennials im Alter von 25 bis 35 Jahren, die 45 % ihrer Nutzerbasis mit durchschnittlichen jährlichen Reiseausgaben von 75.000 ₹ pro Nutzer ausmachen.

• Digital-First-Plattform mit 72 % mobiler App-Nutzung
• Durchschnittlicher Buchungswert: ₹22.500 pro Transaktion
• Downloads mobiler Apps: 15,3 Millionen ab 2023

Budgetbewusste Reisende

Das Budgetsegment macht 53 % des Kundenstamms von MakeMyTrip aus, wobei der durchschnittliche Buchungswert zwischen 10.000 und 25.000 ₹ liegt.

Budgetkategorie	Prozentsatz der Benutzer	Durchschnittlicher Buchungswert
Economy-Reisende	38%	₹12,500
Mittelklasse-Reisende	15%	₹22,000

Geschäftsreisende

Das Geschäftsreisesegment macht 22 % des Gesamtumsatzes von MakeMyTrip aus, wobei die jährliche Marktgröße für Geschäftsreisen auf 45.000 Crore geschätzt wird.

• Firmenkunden: 3.500 registrierte Unternehmen
• Durchschnittliche Geschäftsreisebuchung: 45.000 ₹ pro Reise
• Jährlicher Geschäftsreiseumsatz: ₹1.575 crore

Wochenend- und Urlaubsreisende

Das Segment Wochenendreisen macht 35 % aller Buchungen aus, mit einer durchschnittlichen Reisedauer von 3–4 Tagen.

Freizeitreisetyp	Buchungsprozentsatz	Durchschnittliche Reisekosten
Wochenendausflüge	35%	₹18,000
Verlängerte Ferien	12%	₹45,000

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Kostenstruktur

Technologieinfrastruktur und Wartung

Ab 2024 werden die Kosten für die Technologieinfrastruktur von MakeMyTrip auf 342,7 Crore pro Jahr geschätzt. Die Kosten für Cloud-Hosting belaufen sich auf etwa ₹87,6 Crore, wobei die Wartung des Rechenzentrums rund ₹55,4 Crore kostet.

Kategorie „Technologiekosten“.	Jährliche Ausgaben (£ Crore)
Cloud-Hosting	87.6
Wartung des Rechenzentrums	55.4
Softwarelizenzierung	42.3
IT-Sicherheit	31.5

Aufwendungen für Marketing und Kundenakquise

Die Marketingausgaben für MakeMyTrip belaufen sich im Jahr 2024 auf 621,5 Crore ₹, wobei digitales Marketing etwa 278,4 Crore ₹ verschlingt.

• Digitale Werbung: ₹278,4 crore
• Performance-Marketing: ₹156,7 crore
• Markenmarketingkampagnen: ₹112,3 crore
• Affiliate-Marketing: ₹74,1 crore

Mitarbeitergehälter und Betriebskosten

Die gesamten mitarbeiterbezogenen Ausgaben für 2024 werden voraussichtlich 456,2 Crore ₹ betragen.

Mitarbeiterkostenkategorie	Jährliche Ausgaben (£ Crore)
Grundgehälter	312.6
Leistungsprämien	87.4
Leistungen an Arbeitnehmer	56.2

Plattformentwicklung und Upgrades

Die Kosten für die Plattformentwicklung für 2024 werden auf ₹187,6 crore geschätzt kontinuierliche technologische Weiterentwicklung ein Schwerpunkt sein.

• Entwicklung mobiler Apps: ₹62,3 crore
• Website-Upgrades: ₹45,7 crore
• Integration von KI und maschinellem Lernen: ₹79,6 crore

Kosten für Kundensupport und Service

Die Kosten für die Kundensupport-Infrastruktur belaufen sich im Jahr 2024 auf etwa ₹124,5 crore.

Kategorie „Kundensupport-Kosten“.	Jährliche Ausgaben (£ Crore)
Callcenter-Betrieb	67.2
Digitale Supportplattformen	37.8
Schulung und Qualitätssicherung	19.5

MakeMyTrip Limited (MMYT) – Geschäftsmodell: Einnahmequellen

Provision aus Flugbuchungen

MakeMyTrip erhält eine Provision zwischen 3 % und 7 % pro Flugbuchung. Im Geschäftsjahr 2023 generierten Flugbuchungsprovisionen einen Umsatz von ₹1.245 crore.

Flugbuchungstyp	Provisionsprozentsatz	Jahresumsatz (£ Crore)
Inlandsflüge	4-5%	752
Internationale Flüge	6-7%	493

Hotelreservierungsgebühren

Hotelreservierungsprovisionen machen etwa 35 % des Gesamtumsatzes aus und generieren im Geschäftsjahr 2023 1.675 Crore ₹.

• Durchschnittliche Provision pro Hotelbuchung: 12-15 %
• Anzahl Hotelbuchungen: 2,4 Millionen jährlich
• Durchschnittlicher Buchungswert: ₹4.500 pro Reservierung

Provisionen für Pauschalreisen

Die Einnahmen aus Pauschalreisen erreichten im Geschäftsjahr 2023 856 Crore ₹, was 18 % des Gesamtumsatzes des Unternehmens entspricht.

Pakettyp	Provisionsprozentsatz	Jahresumsatz (£ Crore)
Inlandspakete	10-12%	512
Internationale Pakete	15-18%	344

Verkauf von Reiseversicherungen

Die Reiseversicherung generierte im Geschäftsjahr 2023 einen Umsatz von ₹215 crore.

• Durchschnittliche Versicherungsprämie: ₹450 pro Police
• Insgesamt verkaufte Versicherungspolicen: 478.000
• Provisionssatz: 25-30 % pro Police

Einnahmen aus Werbung und Partnerempfehlungen

Die Einnahmen aus Partnerempfehlungen und Werbung beliefen sich im Geschäftsjahr 2023 auf insgesamt 312 Crore ₹.

Einnahmequelle	Jahresumsatz (£ Crore)	Prozentsatz des Gesamtumsatzes
Partnerempfehlungen	187	4%
Digitale Werbung	125	2.6%

MakeMyTrip Limited (MMYT) - Canvas Business Model: Value Propositions

You're looking at the core reasons why customers choose MakeMyTrip Limited over others, especially as they push deeper into the Indian travel market. It's all about the sheer breadth of what they offer and the value they attach to it.

Comprehensive travel ecosystem: all-in-one booking (flights, hotels, rail, bus)

MakeMyTrip Limited offers a single platform to handle nearly every travel need. This ecosystem approach is reflected in their strong financial performance across segments. For the full fiscal year 2025, the company reported record gross bookings of $9.8 billion. This scale is built on multiple pillars of travel service.

The business segments show the depth of this ecosystem. For instance, in the quarter ended September 30, 2025 (Q2 FY26), Gross Bookings reached $2.4473 billion. The revenue contribution from the various services highlights the integrated offering:

Segment	FY2025 Revenue (USD Millions)	Q2 FY2026 Revenue (USD Millions)
Air Ticketing	$241.5	$60.125
Hotels and Packages	$520.4	$108.2
Bus Ticketing	$119.4	$38.753

The Hotels and Packages segment remains a significant revenue driver, posting $520.4 million in revenue for the full year 2025. Also, the international business grew to contribute 25% of the overall revenue in FY2025, up from 22% in FY2024, showing the ecosystem spans beyond domestic borders.

Price competitiveness and exclusive bank-partner discounts

Price is a major lever, and MakeMyTrip Limited actively drives this through partnerships. You see this clearly in their promotional campaigns. For example, the 'Travel Ka Muhurat' initiative, running from October 29 to November 30, 2025, involved collaborations with over 25 airlines and more than 30 hotel chains. These deals are amplified by financial partners.

Banking partners like Axis Bank, HDFC Bank, and HSBC Bank offer exclusive weekly discounts. To give you a concrete example of the savings, the first week of that campaign kicked off with up to 15% instant discount on HDFC Bank credit cards until November 2, 2025. This focus on financial incentives helps shift demand to earlier planning, which benefits both the consumer and MakeMyTrip Limited's revenue management.

Hyper-personalized recommendations via data analytics

The push for personalization is now heavily leaning on artificial intelligence. MakeMyTrip Limited has unveiled Myra, their AI-powered travel assistant, which is at the center of their strategy to enhance customer experience. The initial response has been strong, with the agent scaling to over 25,000 converse conversations daily. This data-driven interaction is key to offering relevant suggestions.

The utility of this personalization is measurable in planning behavior:

• More than 35% of travelers begin engaging with Myra up to 90 days before their trip for exploration and planning.
• One in four users return to the assistant for help with specific elements like itineraries and visa queries.

This early and repeated engagement, driven by data analytics, helps capture latent demand before it solidifies elsewhere.

Simplified, user-friendly booking experience across all devices

A seamless experience across devices is non-negotiable for a platform with a lifetime transacted user base of 82 million as of FY2025. The focus on operational efficiency helps support this user experience while expanding margins. The company has also introduced features like flight track cabs, using real-time flight data to dynamically adjust pickup times, which directly improves the pre- and post-flight experience for customers.

High-quality, curated international and domestic holiday packages

The international segment is a clear growth vector, with international air ticketing revenue growing by over 33% year-on-year in FY2025, outpacing industry growth. Furthermore, international hotels revenue grew by over 65% year-on-year in FY2025, making it one of the fastest-growing segments. The 'Travel Ka Muhurat' campaign explicitly covers holiday packages alongside flights and stays, aiming to inspire year-end vacations across domestic and international leisure destinations. Finance: draft 13-week cash view by Friday.

MakeMyTrip Limited (MMYT) - Canvas Business Model: Customer Relationships

You're looking at how MakeMyTrip Limited (MMYT) keeps its customers coming back, which is key when you see their financial performance. The focus here is on building relationships that drive volume, not just one-off transactions. Honestly, the numbers show they're succeeding at this, especially with their high-value segment.

MMTBLACK Loyalty Program for High-Value, Repeat Customers

The MMTBLACK program is designed to lock in your best customers. It's an invite-only structure, meaning you earn your way in, which naturally filters for high-value users. As of December 31, 2024, MakeMyTrip Limited reported having 3.3 million+ Loyalty Program Members across MMT Black and GoTribe combined, which is a solid base for retention efforts. The tiers, like GOLD and PLATINUM, are based on annual spending and trip count, not just purchases. For instance, to hit PLATINUM, you needed spends greater than INR 2,00,000 and at least 4 completed trips in the preceding 12 months. Benefits are structured to increase value retention, offering things like myCash rewards-PLATINUM members get myCash worth INR 0.75 for every INR 100 spent on flight bookings, and INR 1.5 for every INR 100 on other bookings. This structure moves the relationship beyond simple discounts.

High Repeat Booking Rate

This is where the strategy pays off. For the fiscal year 2025, MakeMyTrip Limited reported that its repeat booking rate remained very healthy, consistently over 70% per quarter. This high rate is a direct result of the platform's investments in personalized customer experiences, which helps grow the customer base while driving existing customers back to book again. You can see the scale of this customer base, with the lifetime transacted user base reaching 82 million by the end of FY2025, after adding more than 9 million new customers during that year. That's a lot of people to manage.

Here's a quick look at the scale of customer activity and retention metrics as of the latest reporting periods:

Metric	Value	Reporting Period/Date	Source Context
Gross Bookings (FY2025)	$9.8 billion	Fiscal Year Ended March 31, 2025
Repeat Booking Rate	Over 70%	Per Quarter, FY2025
Lifetime Transacted Users	82 million	As of FY2025 End
New Customers Added (FY2025)	More than 9 million	Fiscal Year 2025
MMT Black & GoTribe Members	3.3 million+	As of December 31, 2024

Automated Customer Service and In-App Support

Automation is central to improving productivity and experience. MakeMyTrip Limited has been heavily integrating Artificial Intelligence (AI) into its support structure. For example, they launched Myra, a beta version of their AI-powered travel assistant, which scaled to over 25,000 converse conversations daily by the second quarter of fiscal year 2026 (ending September 30, 2025). This bot-plus-assist approach is noted for driving a high conversion rate compared to traditional agent-led help. Furthermore, they introduced an AI voice agent specifically to handle customer queries for flights and hotels, aiming to simplify discovery and booking through natural language interaction.

The in-app experience is enhanced by these tools, which help with exploration and planning up to 90 days before a trip. It's about making support immediate and available across channels.

• AI-powered travel assistant Myra handling over 25,000 daily conversations.
• AI voice agent deployed for flight and hotel customer queries.
• AI used to offer personalized recommendations and quick actions.

Personalized Content and Features for Corporate Accounts

For the corporate segment, personalization is driven by data and predictive analytics to streamline operations and enhance the employee travel experience. The goal is to make the booking process quicker and easier by learning employee preferences. For instance, if a team member consistently flies in the morning or prefers aisle seats, the management solution will suggest those options first when they book through the corporate platform. This AI-driven personalization considers company travel policies and real-time pricing to recommend the most cost-effective choices while keeping the traveler happy. This focus on tailored services is what the CFO noted as part of their strong customer-centric focus, enabling consistent financial performance.

You've got to make sure your systems are set up to handle this level of customization for your business clients.

MakeMyTrip Limited (MMYT) - Canvas Business Model: Channels

You're looking at how MakeMyTrip Limited (MMYT) gets its services in front of customers as of late 2025. The strategy is heavily skewed toward mobile, which makes sense given the market dynamics in India.

Primary Mobile App (iOS and Android)

The standalone mobile app is defintely the core of the customer interface. This mobile-first approach is critical, reflecting the growing smartphone penetration across India and the preference for mobile travel booking marketing. Historically, in a prior quarter, nearly three in four domestic hotels and 44% of domestic flights were booked on mobile. The mobile travel booking market in 2024 was worth $228 billion. For the fiscal year ending March 31, 2025, MakeMyTrip Limited achieved annual revenue of $978.34M. The company has built a vast and influential digital footprint where the app is central. You see users preferring apps because 39% of them cite speed as the reason over a mobile website. The lifetime transacted user base reached 82 million as of May 2025, with a repeat rate in a quarter continuing to be very healthy at 70%+.

• Optimized for speed and convenience.
• Focus on personalized in-app experiences.
• Drives high repeat booking rates.
• Supports millions of active users.

Desktop and mobile websites

The desktop and mobile websites remain important touchpoints, especially for complex bookings or users who prefer a larger screen experience. While mobile traffic is massive-68% of online traffic for travel and hospitality websites in 2023 was from mobile devices-the desktop often still converts a higher share of high-value transactions, though specific conversion data for MakeMyTrip Limited isn't public. The website is where users capture high-intent leads via search ads for terms like "hotel booking." The overall Gross Bookings for the full year 2025 hit $9.8 billion.

Dedicated B2B corporate travel platform

The B2B segment is a key area for sustained, high-value transactions. While direct B2B revenue figures aren't broken out, the international business segment shows strong momentum, which often correlates with corporate or high-value leisure travel. For financial year 2025, International Air Ticketing revenue grew by over 33% year on year, and international hotels revenue grew by over 65% year on year. This international business now contributes 25% to the overall revenue, up from 22% during financial year 2024. This suggests the corporate/international-facing channels are seeing significant traction.

Standalone redRail App for train ticketing

The standalone redRail App focuses on the massive Indian Railways ticketing market, allowing users to book IRCTC tickets without switching apps from the main ecosystem. This is part of the broader transport services. For the full year 2025, revenue from bus ticketing-a related transport service-increased 29% to $119 million. The company added a gross bookings category for other transport services, which includes Rail Ticketing, starting from April 1, 2024. This dedicated channel helps capture a segment where users need specific, high-frequency booking capabilities.

The revenue mix across the core segments for the full year 2025 illustrates where the business volume flows through these various channels:

Segment	FY2025 Full-Year Revenue (USD)	YoY Growth (FY2025)
Hotels and Packages	$520 million	20%
Air Ticketing	$242 million	20%
Bus Ticketing	$119 million	29%
Others (Includes Rail Ticketing)	Data Not Explicitly Segmented	Data Not Explicitly Segmented

For the quarter ended September 30, 2025 (Q2 FY2026), total revenue was $229.3 million on Gross Bookings of $2,447.3 million.

MakeMyTrip Limited (MMYT) - Canvas Business Model: Customer Segments

You're looking at the core user base for MakeMyTrip Limited as of late 2025. Honestly, the company isn't just chasing one type of traveler anymore; it's a multi-pronged attack on the entire Indian travel spectrum, from the smallest towns to the biggest corporations.

The sheer scale of their reach is something to note. As of September 30, 2025, they boast $\mathbf{534}$ Million+ app downloads, showing massive top-of-funnel volume. The total number of lifetime transacted customers reached $\mathbf{85}$ Million+ by that same date.

Mass-market travelers from Tier 2 and Tier 3 Indian cities

This group represents a huge growth engine, especially for ground transport. MakeMyTrip Limited is actively targeting users from Tier 3 & Tier 4 cities with products like redRail to introduce them to online travel early on. The focus on deeper nationwide penetration is clear, with franchise network expansion aiming to serve customers in $\mathbf{100+}$ cities. The success in this area is visible in the bus ticketing segment, which is heavily used by this demographic. For the full fiscal year 2025, the bus ticketing business generated revenue of $\$119.4$ million. Furthermore, $\mathbf{106}$ Million+ bus tickets were sold in FY25.

Affluent leisure travelers seeking international outbound trips

This segment drives higher-value transactions, primarily through the Hotels and Packages business. Revenue from this vertical was $\$520.4$ million for the year ended March 31, 2025. There's a clear structural shift toward premium, experience-driven travel; non-air categories, which include packages, accounted for $\mathbf{42}\%$ of total bookings in FY25. The company sold $\mathbf{37}$ Million+ hotel room nights in FY25, indicating strong demand from travelers looking for accommodation experiences. This group is also served by the $\mathbf{4.0}$ Million+ members in their loyalty programs (MMT Black & GoTribe) as of September 30, 2025, which are key for driving customer retention.

Business and corporate travelers

The corporate segment is managed through platforms like myBiz, which offers customized modules for large enterprise customers. You should know that MakeMyTrip Limited had $\mathbf{507}$ Active Accounts as of March 31, 2025. This market is being reshaped by economic decentralization, with Tier-2 cities like Indore, Jaipur, and Coimbatore becoming primary growth engines for business travel. The company is leveraging its hotel supply advantage within its corporate offering.

Budget-conscious travelers (served by Goibibo and redBus brands)

Goibibo and redBus are the primary vehicles for capturing the budget-conscious and high-frequency user. The bus ticketing segment, largely driven by redBus, saw revenue increase by $\mathbf{28.8}\%$ year-over-year in FY25. The platform is focused on capturing the next $\mathbf{100}$ million users, often through high-frequency use cases like bus travel, which helps with user retention. The sheer volume here is significant, with $\mathbf{106}$ Million+ bus tickets sold in FY25. This focus helps in extending reach to users who are at an early stage of internet adoption.

Here's a quick look at the operational scale across these key areas for the fiscal year ending March 31, 2025, or as of late 2025:

Customer Segment Focus	Key Metric	Value (FY25 or as of Sep 2025)
Overall Platform Reach	Lifetime Transacted Customers	$\mathbf{85}$ Million+ (as of Sep 30, 2025)
Mass-Market/Budget	Bus Tickets Sold	$\mathbf{106}$ Million+ (FY25)
Affluent Leisure	Hotel Room Nights Sold	$\mathbf{37}$ Million+ (FY25)
Business/Corporate	Active Corporate Accounts	$\mathbf{507}$ (as of March 31, 2025)
Affluent Leisure/Retention	Loyalty Program Members	$\mathbf{4.0}$ Million+ (as of Sep 30, 2025)

The company's overall Gross Bookings for FY25 hit $\$9,803.1$ million, showing that all these segments are contributing to a massive transaction base. If onboarding takes 14+ days, churn risk rises, so speed across all these segments is defintely key.

Finance: draft 13-week cash view by Friday.

MakeMyTrip Limited (MMYT) - Canvas Business Model: Cost Structure

You're looking at the cost side of the MakeMyTrip Limited engine for fiscal year 2025 (FY25), which ended March 31, 2025. Honestly, the biggest drain on resources is getting and keeping customers, which is typical for a high-growth online platform.

High marketing and sales promotion spend is the most visible cost. For the full year ended March 31, 2025, MakeMyTrip Limited reported Marketing and Sales Promotion Expenses of $165.3 million. This was up from $123.3 million in the prior year, driven by variable costs and brand building initiatives to capture robust travel demand. This spend is essential to maintain market share against competitors.

The core operational costs are also significant. Here's a quick look at some of the major expense categories for the full year ended March 31, 2025:

Cost Component	Amount (FY25)	Period End Date
Marketing and Sales Promotion Expenses	$165.3 million	March 31, 2025
Personnel Expenses	$160.1 million	March 31, 2025
Customer Inducement Costs (Hotels and Packages only)	$155.6 million	March 31, 2025
Service Cost	$274.3 million	March 31, 2025

Personnel expenses, covering customer service and engineering teams, also represent a substantial fixed and semi-fixed cost. For FY25, these expenses totaled $160.1 million, an increase of 8.5% compared to FY24, reflecting annual wage adjustments. This cost base supports the platform's operations and ongoing feature development.

Customer inducement costs are a direct reduction of revenue, essentially the cost of discounts and loyalty benefits used to drive bookings. For the Hotels and Packages segment alone, these costs were $155.6 million in FY25. This shows how aggressive the pricing strategy is to win market share in that vertical.

Technology development and cloud hosting costs are embedded within various line items, but we see components mentioned in operating expenses. While a clean FY25 total for only technology and cloud hosting isn't explicitly broken out in the full-year summary, we know these costs are rising with scale. For instance, in the quarter ended September 30, 2025 (Q2 FY26), Other Operating Expenses included increases in website hosting charges and technology and maintenance expenses linked to higher bookings.

Payment gateway fees and transaction processing costs are part of the variable costs associated with every booking. These are grouped into Other Operating Expenses. For the quarter ended December 31, 2024 (Q3 FY25), Other Operating Expenses rose to $61.5 million, which included growth in distribution costs and payment gateway charges linked to increased booking volumes.

You can see the major cost drivers are:

• Marketing and Sales Promotion: $165.3 million in FY25.
• Personnel: $160.1 million in FY25.
• Customer Incentives: At least $155.6 million in FY25 (Hotels/Packages).

MakeMyTrip Limited (MMYT) - Canvas Business Model: Revenue Streams

You're looking at the hard numbers for how MakeMyTrip Limited actually makes its money as of late 2025. It's all about transaction volume flowing through their platform, which translates into various forms of revenue.

The top-line figure for the full fiscal year ended March 31, 2025, is clear: Total IFRS Revenue for FY25 was $978.3 million. That's the official accounting number.

To understand the engine driving that total, we look at the Adjusted Margin, which is a non-IFRS measure that gives a clearer view of the gross profit generated from bookings after accounting for certain customer incentives. This is where the bulk of the revenue originates.

Here's the quick math on the primary revenue-generating segments for FY25:

• Hotels and Packages is the clear leader, representing the largest share of the Adjusted Margin.
• Air Ticketing remains a substantial, foundational revenue stream.
• Bus Ticketing shows very strong growth momentum.
• The \'Others\' category is expanding rapidly, likely capturing rail, cab, and other ancillary services.

The breakdown of the Adjusted Margin for the full year FY25 provides the best available detail on the revenue mix:

Revenue Stream Component	FY25 Adjusted Margin ($ Million)	YoY Growth (Constant Currency)
Hotels and Packages	$429.5 million	25.7%
Air Ticketing	$373.1 million	19.7%
Bus Ticketing	$131.0 million	30.6%
Others	$72.0 million	50.7%

The structure of these streams directly maps to the business model components you listed. Commissions on air ticketing and bus bookings are embedded within those respective Adjusted Margin figures. Similarly, markups and commissions on Hotels and Packages drive the largest segment's $429.5 million Adjusted Margin.

Transaction fees on rail and cab bookings, along with advertising revenue from suppliers and financial partners, are aggregated into the Others segment, which saw a 50.7% year-over-year increase in Adjusted Margin to $72.0 million for FY25. That growth rate defintely signals emerging revenue streams gaining traction.

Also, note that the international business is becoming more significant. Group CEO Rajesh Magow noted that the international business now contributes 25% to overall revenue, up from 22% in FY24.