Ixigo Bets on AI and Cricket in Online Travel Race

India’s online travel market is booming, projected to reach $23.1 billion in 2025 and expected to grow to nearly $34 billion by 2030. As millions of Indians return to travel with renewed enthusiasm post-pandemic, competition among online travel agencies (OTAs) has intensified. In this high-stakes race, Ixigo is making bold moves—betting on artificial intelligence, cricket tie-ups, and a sharp focus on regional strengths to carve out a bigger share of the market.

A Market on the Move

The Indian online travel sector has seen a dramatic surge in app downloads and user engagement since the pandemic. In 2022 alone, OTA app downloads jumped by 92% year-on-year, surpassing pre-COVID levels and signaling renewed travel confidence among Indians. This momentum continued through 2023, with OTA downloads up another 26% and airlines up 7%—a trend that’s fueling fierce competition among established players like MakeMyTrip, Goibibo, Cleartrip, and newer entrants.

Ixigo’s Multi-Brand, Multi-Vertical Strategy

Unlike many rivals, Ixigo operates through a portfolio of specialized brands:

• Ixigo Flights for air travel
• Ixigo Trains and ConfirmTkt for railway bookings
• AbhiBus for bus travel

Each brand is positioned to dominate its specific vertical, rather than being bundled under a single umbrella. This approach has paid off: after IRCTC, Ixigo leads the OTA market in train bookings, holds the number two spot in buses, and ranks third in flights.

Geographically, Ixigo’s train platforms are especially strong in tier-two and tier-three cities, while its flight business is focusing growth efforts in tier-one metros.

AI at the Heart of Innovation

Ixigo has embraced artificial intelligence as a core driver of its marketing and product strategy. Recent campaigns, like the company’s 18th anniversary, used generative AI for everything from visuals to voice and editing, producing travel-themed ad films that generated strong buzz on social media.

AI is now central to Ixigo’s content creation—generating ad headlines, images, and even full video ads in a single day, allowing for rapid campaign testing and significant cost savings compared to traditional production.

Cricket Partnerships and Real-Time Offers

Cricket remains a powerful unifier in India, and Ixigo has tapped into this passion through strategic IPL partnerships. In 2025, AbhiBus became the official bus travel partner for Chennai Super Kings, while ConfirmTkt renewed its tie-up with Royal Challengers Bangalore.

Ixigo’s campaigns went beyond sponsorship, offering real-time travel discounts triggered by live match events. For example, every boundary or six during matches unlocked limited-time coupon codes—40% off for four minutes or 60% off for one minute—creating excitement and driving immediate bookings.

Celebrity and Influencer-Driven Storytelling

Ixigo’s marketing strategy also includes targeted celebrity partnerships. Rohit Sharma, for example, became the face of Ixigo Trains, appearing as a ticketman to highlight app features. Soha Ali Khan promoted the Flight Tracker Pro tool, emphasizing practical benefits like terminal and baggage information.

The company prioritizes meaningful influencer collaborations that align with its values, focusing on smart travel, women’s empowerment, and family connections rather than broad, generic endorsements.

Responding to New Travel Trends

Post-pandemic, Indian travelers are seeking more than just destinations—they want experiences. There’s a notable shift toward international travel, partly due to new visa-free options and rising domestic hotel prices. Premiumization is also driving up demand for luxury stays, with many travelers now finding international options more affordable than top Indian resorts.

Expansion Plans: Hotels and Cross-Selling

Looking ahead, Ixigo plans to strengthen its position across all four verticals—flights, trains, buses, and hotels. Hotels, launched just 18 months ago, represent a major growth opportunity, with the company aiming to cross-sell to its large base of daily bookers.

The focus is on expanding inventory, optimizing the booking funnel, and leveraging existing users to grow the hotels business.

Digital-First Media Approach

Ixigo’s media strategy is heavily digital, prioritizing performance marketing and purposeful storytelling on platforms like YouTube and Jio Hotstar, especially during cricket matches. This approach ensures cost-effective customer acquisition and high engagement among target audiences.

With a booming market, rising competition, and rapidly changing traveler expectations, Ixigo’s blend of AI-driven innovation, cricket partnerships, and multi-brand focus positions it as a formidable player in India’s online travel space. As the sector races toward $34 billion by 2030, Ixigo’s agile, tech-forward approach may be just what it takes to stay ahead.