Yatra digital marketing strategies

Case Study on Digital Marketing Strategies of Yatra

This is a case study on digital marketing strategies used by Yatra.com, one of the second most popular online travel agencies and travel search engines, located in Gurugram, Haryana, India. Read on to learn more about the marketing strategies used by Yatra.

Table of Contents

The tourism and travel industries are expanding quickly, for a good reason. Many locations provide a spectrum of viewpoints and experiences regardless of your interests or budget.

There is something for everyone on the market today, from beach getaways to cultural activities. But which locations should you consider if you want to maximize your travels?

Yatra marketing strategies

Even though there are many travel and tourist services, let’s examine why people look for Yatra and how they can reach individuals by focusing on a specific demographic for brand recognition.


India’s Yatra is a well-known international travel company. To become “India’s Travel Planner” is their mission. 

Leisure and business travellers can browse, study, compare, and book a wide range of travel services catered to their needs through our website, www.yatra.com, and our other websites and mobile applications.

Since 2006, we have created tour packages, vacation rentals, hotels, tickets, and other services for more than 7 million individuals worldwide. We are the largest public-private partnership in India, with more than 103,000 hotels contracted in the country.

Yatra is India’s largest hotel booking site for domestic accommodations. More than 7 million consumer transactions have been completed on our platform.

Yatra founder

The CEO and Co-Founder of the Mumbai-based company Travel Guru are Dhruv Shringi. They have a solid team of 500–1000 employees who work together to build a great company and their yearly annual revenue from $26.6 million.

Why Should Marketers Study Digital Marketing Strategies of Yatra? 

Digital marketing strategies are becoming increasingly more important for travel and tourism marketers due to the increasing use of digital channels. 

  • There are many reasons why digital marketing is important for travel and tourism marketers. Digital channels allow for quick, easy communication with customers.
  • They also allow for targeted advertising, which can result in higher customer acquisition rates (CARs). 
  • In addition, digital marketing allows for measuring marketing effectiveness, which can help identify areas where further effort is needed.
  • These strategies can help promote a destination’s attractions, products and services and build customer relationships. 
  • Additionally, digital marketing can help create a positive image of a destination and enhance customer loyalty. 
  • Businesses can use digital marketing strategies to reach new customers and drive more traffic to their websites or online platforms.

Those mentioned above are the primary reasons marketers should study digital marketing strategies to increase their ROI.

Social Media Marketing Strategies

Undoubtedly, social media platforms like Facebook, Twitter and Instagram are powerful tools for promoting travel and tourism businesses. 

Below are the overall stats that yatra maintains now,

Social Media platformsNo. of people follow
Instagram1,21,000 followers,
Facebook1,32,100 followers,
Linkedin14,320 followers
Twitter3482 followers.

Now, let us check out the list of marketing strategies applied for all the social media platforms by Yatra

1. Instagram Marketing strategies

Instagram is a social media platform that allows users to share photos and videos. Marketing tactics for Instagram can be used to promote specific locations, items, services, or collections of places in the travel and tourism industries.

yatra instagram

These digital marketing strategies can be used to generate interest in a destination or product, encourage users to travel to a destination, and build relationships between destinations and tourism businesses.

By understanding how social media works, Yatra convinces its audience with colourful and chosen templates and videography.

Yatra has 100k followers, with 1611 posts uploaded consistently. They have excellent marketing strategies on Instagram by collaborating with local faces who choose yatra services.

Some tips for effective Instagram marketing include creating compelling content, targeting your audience with relevant hashtags, and using graphics and images to capture attention.

2. Facebook marketing strategies 

Tourism is a booming niche in every social media in today’s economy. However, many businesses are still unsure how to market their services on social media platforms like Facebook. 

The best way to approach your customer is to target your audience. 

Before you even start marketing your business on Facebook, you need to determine who you’re targeting by asking these questions.

  • Yatra used to target people who were already interested in their destination.
  • Yatra is also used to target people who have previously visited your destination.

It is important to choose the right Facebook marketing strategy for your business based on the target market you are targeting.

yatra banner

By attracting customers with several coupon deals, they currently have 241k Facebook followers.

yatra total likes

Yatra gets likes more than 350k approximately, which is an appreciable amount of likes for a travel and tourism agency.

3. Twitter marketing strategies

Twitter is a great way to market your travel and tourism business. Here are some strategies used by Yatra on Twitter to promote your business. 

Yatra Used Twitter to promote your travel and tourism website. Includes links to your website in your Tweets and uses hashtags to help people find you.

Twitter - Yatra

Yatra has a good number of followers of 66.8k followers, along with a proper bio and website link insertion.

Yatra uploaded Tweets about upcoming travel and tourism events. This will attract the attention of potential customers and make it easier for them to learn more about what you offer.

SEO Strategies 

There are many ways to optimise your travel and tourism website for search engine results. One of the most effective strategies is to include keywords throughout the site, including title tags, meta descriptions, and the content body. 

You can also create a blog or podcast to promote your product and attract new customers. Finally, you can participate in social media networks and use hashtags to draw attention to your site.

So let’s examine how effectively the Yatra SEO team used SEO strategies.

Yatra  Traffic

Yatra has a highly impressive website with 5.9M visits, 3.6M new visitors coming monthly, an average visit duration of 08:42 and a bounce rate of 44.11%.

DA yatra


Yatra has an Authority Score of 65 with organic search traffic of 16.7M and paid traffic through 271.2K backlinks.

Yatra’s Domain Authority

Domain authority is the tool score by an SEO tool called Moz to evaluate the quality of the website. There multiple factors like backlinks, regular content updates, website loading time, traffic, and average time spent on the websites are involved to calculate the domain authority  

As per Moz, the Domain Authority for Yathra’s website is 62 (as of now) and this website has the potential to reach a higher score as well.

Yatra overview
Yatra organic traffic

Also, Yatra has 16.7M traffic for inserting the right keywords of 997.3k on their site.

Yatra top organic Keywords

Their top organic keywords are Yatra, Hotel near me, yatra com, and yatra.com, where people directly search on google.

18% of Yathra’s website is for the brand keywords and 2% of the traffic is for the local keywords like “hotels near me” which means they are very strong in branding as well as local SEO. However, we don’t find any business keywords in the top 10 keywords list for them. They are missing a lot of potential keywords opportunity. Hope they will revamp their SEO strategies in the upcoming years

Who are the competitors for yatra?

main organic competitors

The list of main organic competitors is Goibibo, EaseMyTrip, Ixigo and MakeMyTrip, competing with the common keyword ranges between 2k-8k.

Types of SEO Targeting Audience for Yathra

Yatra - Keywords by Intent

Regarding keywords by intent, their informational keyword reaches 49% of people, making them gain 22.9k traffic with 22.9k keywords on their website.

Yatra’s main competitors

Yatra CMP

Yatra’s top three competitors are clear trip, EaseMyTrip and Skyscanner, with higher SE keywords. 

Now, look at the position of the Yatra competitor for better reference.

 Yatra Target Segment

  • Product What They Sell
yatra website

Yatra offers hotel and village stays by providing the best travel service with many offers by connecting banks to gain more points.

  • Price What they Offer
Yatra product

Yatra’s website is completely displayed with a rate chart based on routes and the kind of flights you choose, such as domestic or international.

  • Whom are their Geo Targeting Audience

They are particularly concerned about the following countries to target more audiences among other countries.

Yatra Target audience

They are targeting the audience with the following packages.

  • Single travellers/backpackers
  • Couples
  • Families with small children
  • Families with teenagers
  • Retirees
  • Business travellers
  • Luxury travellers
Yatra audiences

They are targeting an audience between the ages of 18-65+, and the people who are mostly engaged to get covered are 25 to 50. When it comes to gender, yatra focuses more on females rather than males. And their complete set of audience values is near 508k up to date.

Yatra’s Recent Digital Marketing Campaign

One of the important facets other travel and tourist businesses should concentrate on is yatra’s plenty of discounts and offers for each seasonal event, thanks to its connections with well-known banks.

Yatra campign
Yatra sale

Influencer Marketing Campaign by Yatra

Influencer marketing is a powerful tool for promoting travel and tourism. It can reach a large audience quickly and cheaply, making it a valuable marketing tool for businesses in the travel and tourism industry. 

There are three main types of influencers: content creators, social media stars, and traditional media outlets. 

Influencers can help promote travel and tourism through their content. They can write about their experiences travelling and share images or videos of their trips.

According to Forbes, influencer marketing is estimated to be worth $24.8 billion in 2020. Travel and tourism are two industries that are particularly well-suited for influencer marketing because they are typically destination-based businesses with high customer acquisition costs (CACs).

Yatra posts
Influencer Marketing Campaign by Yatra

Thus Yatra chooses to travel and tourism influencers with familiar faces and gain more reach from the audience.

Mobile App Marketing Strategies of Yatra

An app that helps travellers plan their trips and find the best deals on hotels and transportation has been developed. 

The Yatra Travel app includes reviews of hotels, attractions and transportation options. 

Yatra app
Mobile App Yatra

It also offers deals from participating merchants. Yatra Travel is available for free on iOS and Android devices.

Yatra has a 4.4 rating with 1+ cr downloads by a large audience.

Campaign Strategies of Yatra

There are many different strategies for campaigning for travel and tourism. Some common ones include advertising, public relations, and lobbying. 

Each strategy has its own strengths and weaknesses. It is important to choose the right strategy for a particular situation.

Yatra.com, a leading online travel agency, has launched a new digital campaign called #Reasontotravel.

The campaign is designed to promote travel as an essential aspect of life and spark interest in the amazing world available outside one’s backyard. 

The campaign features engaging videos, blog posts, and social media content that takes readers on a global journey. The goal is to encourage people to explore new places and experience different cultures by refurbishing the urge of post covid limitations.


According to a recent analysis of Yatra’s digital marketing strategies by Digital Scholar, Yatra is succeeding in a variety of digital marketing strategies. 

They could, however, put more of a focus on email marketing, influencer marketing, and content marketing.

Please feel free to comment if we missed anything important so that  The content will be updated in our upcoming edit.

Additionally, if you have trouble understanding the concepts and terms used in this case study, you should enrol in a digital marketing course to gain more insight on digital marketing field.

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Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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