New Delhi: Online travel agency Yatra on Thursday launched a new lightweight and multi-lingual mobile application, Yatra Mini, targeting value-seeking travellers largely in smaller cities. This app will only have things relevant for customers in the smaller cities such as bus, train and budget hotel bookings.
The main app of Yatra also offers flights, holiday packages among other things.
Yatra Mini currently supports Hindi and English languages. It will add regional languages such as Tamil, Bengali, Gujarati, Punjabi and Urdu, shortly.
According to the company, over the past few years, tier two and three cities have shown higher growth of online travel bookings driven by the rising penetration of smartphones and increased access to the Internet. A large chunk of these travellers are travelling by bus and train and choosing budget hotels for their stays on these trips.
“Yatra.com is targeting this customer with Yatra Mini that features only relevant product lines in a lightweight app that works well even in poor network—a strong mix of elements that appeal to these customers who typically have limitations on memory space on their phones and are extremely focused on keeping their data usage to a minimum,” the company said in a statement.
According to a report by Internet and Mobile Association of India (IAMAI), India was expected to have 402 million Internet users as of December 2015. A lot of this growth has come from rural India, which now has over 80 million users.
“But the most exciting news in this rural India growth story is the demography—75% of Internet users from rural India are in the age group of 18-30 years and Yatra is looking to catch them early in their journey of online travel bookings with the Yatra Mini application,” the statement added.
Travellers will be able to see details such as upcoming, completed and cancelled on the app besides journey date, passenger details, bus operator details, boarding point details, cancellation policy, fare and payment etc.
“We have identified a clear gap in the market with no one catering to a very large and rapidly growing segment of mobile users, who access the Internet using their entry level smartphones, and are seeking an app that enables them to make their bookings speedily and does not occupy much memory space. By offering this app in regional languages, we are also tapping into the non-English traveller who is looking to shift to the convenience of online booking. We also researched the needs of this traveller and based on the findings, limited the product offerings to bus, train and budget hotel bookings so that the app is sharply focused on the needs of this segment,” said Sharat Dhall, president, Yatra.