MakeMyTrip’s New Influencer Play: Relevance Over Reach
Photo Credit: A man capturing video on a fort walkway. Pexels / Rohan Dewangan
Skift Take
India's largest online travel platform wants to show up before a traveler even thinks about booking. The idea is not to chase viral Reels, but about whether a scroll can turn into a booking.
MakeMyTrip on Tuesday launched “Creator Circle,” a program that brings together travel content creators on Instagram and rewards them not for having a large audience, but for genuinely moving people to act.
MakeMyTrip has partnered with Facebook-parent Meta for the project and Collective Artists Network, an Indian talent and creator management firm, is running it on the ground.
It is in response to a drop in the number of people opening travel brochures or going to travel agents to figure out where to visit next. Instead, they're often watching Reels. A short video of a lesser-known Rajasthani village or a beach in Andaman can plant the idea of a trip that eventually turns into a booking.
MakeMyTrip has noticed this, and highlights that the person who makes that video doesn't need to have a million followers to matter.
“Social discovery is increasingly replacing traditional travel inspiration channels... a lot of the initial discovery i
