Online travel site MakeMyTrip is launching a new concept called Assured Hotels where it plans to categorise and certify certain hotels based on parameters such as quality of reviews and service, a move which the company thinks would address customer concerns while booking hotels online.
The hotels which get a quality assurance from the company would largely be across three, four and five-star categories.
MakeMyTrip plans to launch the concept on March 18 with a new TVC campaign and will cover around 5500 hotels initially. The company said the idea stemmed from customer concerns on quality while booking hotels online.
“Assured Hotels is a MakeMyTrip promise of an amazing stay experience, which is a guarantee. It is about awesome rooms, great service and a 24/7 hotline. We are saying should you ever have a problem after you’ve checked in at any of these hotels, you could reach us on a 24/7 hotline and we will endeavor to resolve your problem in 60 minutes. Else, your stay will be free,” said Saujanya Shrivastava, group chief marketing officer at MakeMyTrip.
Shrivastava said hotels rated greater than 4 out of 5 would make the cut on the basis of the ratings and recent online reviews. Other parameters include hotels with clearly tagged locations, recent updated hotel pictures to reinforce authenticity and hotels that have neighborhood guides and clear policies.
Some of the hotels under the list include Fairmont Jaipur, Zuri Whitefield in Bengaluru and Lakeside Chalet by Marriott in Mumbai.
“The hotel market is very fragmented and online penetration is 15%. There is unfamiliarity with regard to online booking and a perceived lack of human interface. Being the leading online travel agent, the task of category expansion is upon us and we need to allay these fears. One needs to give compelling reasons to customers to start booking online,” Shrivastava said.
MakeMyTrip had previously introduced pay at check out and zero cancellation features while booking hotels. The company will also use its IPL sponsorship to launch a high decibel campaign on Assured Hotels.