MakeMyTrip is clearly investing in advertising to acquire customers through Google, outcompeting Expedia, Agoda, and Trip.com. Notably, no other regional Indian OTA is paying to feature in Google's sponsored results.
MakeMyTrip spent more than $120 million on marketing expenses, significantly more than peers Ixigo (around $18 million), EaseMyTrip ($10 million) and Yatra ($6 million). But it still has a long way to go to catch up to the giant marketing budgets of Booking and Expedia, which spent $600 - $700 million on marketing last year.
Our analysis of Google's organic (free) results in India shows that MakeMyTrip dominates: It appeared in more than 70% of organic listings. That compares with roughly 40% for Cleartrip, EaseMyTrip and Yatra.
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