OYO’s latest campaign #LetTheTravelBegin is an attempt to tap the wanderlust traveller

Burhanuddin Pithawala, VP Growth and Conversions, OYO, gives insights behind the campaign and explains how the brand is targeting and segmenting consumers for its multiple brand offerings

by Simran Sabherwal
Published - Dec 24, 2018 8:24 AM Updated: Dec 24, 2018 8:24 AM
OYO

With Christmas and New Year just round the corner, OYO has launched a new campaign #LetTheTravelBegin to ignite the wanderlust that drives Indian travellers to different destinations in the country. Burhanuddin Pithawala, VP Growth and Conversions, OYO, says, “This campaign was done with the idea of welcoming the winter travel season by offering travellers quality short stay. The main focus for us are the millennials and we define the target customer as people who want to experience space and culture. Also, with OYO being the trusted accommodation partner offering affordable and quality stays across the country, including in some of the remotest locations, the idea was to attract people who are driven by wanderlust and impulse to travel during this season.” 

#LetTheTravelBegin is a 360-degree campaign across multiple channels, including a TVC (to reach out to a larger base of audience), offline OOH, radio, digital marketing and CRM.

Talking about the TVC, Pithawala says that the brief for the campaign was to showcase the fact that OYO is available everywhere and the TVC shows a person entering the screen and discovering the different destinations and types of stay, all within the same platform and at the tap of a button.

“We have the simplest booking process across the travel industry, which has three steps. And we are also showing the diversity of the large offering which is available on our platform.”

Taking on competition

Operating in a very competitive space, what sets OYO apart from its competition is its standardised offering across all locations, says Pithawala. According to him, "the core proposition of OYO was to provide a standardised complete experience to the customer. Any hotel sold on any of the competition platforms, it is ultimately the service provider at the hotel who is responsible for the complete customer experience, but when you buy an OYO, you buy OYO. It is about fulfilling the promise that when the consumer goes to the hotel, they get what they have purchased."

Multiple brands on the offing

OYO was launched in 2013 with the mass market budget OYO Rooms. Since then, in just a matter of five years, OYO has expanded its offering to launch OYO Townhouse (mid-market self-operated hotels), OYO Home (short-term rental), corporate executive space SilverKeys, OYO Palette (upper-end leisure resorts category) and long-term rentals OYO Living.  The creation of multiple brands means that OYO now caters to different categories of customers across segments.

Commenting on the strategy to communicate its different brand offerings, Pithawala says, "We have multiple brands and we rely on strong data sciences and product functions which help us in refining our messages, making sure we do the right segmentation and targeting to reach out to the right set of customers, and enhancing the customer experience by offering the right price, location and brand mix.”  He continues, "OYO has a multiple brand strategy as of today. We are conducting surveys with the customers who have coming on the OYO platform to understand their awareness of the brands and their preferences. Our main aim is to see that we are offering the right brand to the right customer segment."

Pithawala candidly also admits that segmentation is an ongoing challenge that OYO faces. "There is a constant debate between offering the same thing as per the customer’s preferences versus offering them a diversity of choices. We constantly keep experimenting between different segments.  We have a very strong outreach programme where we continuously take our customers feedback on whether they like our communication and product offering. This feedback feeds back into our marketing, product and customer experience strategy.”

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