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Company > Yatra Online: Business Model, SWOT Analysis, and Competitors 2024

Yatra Online: Business Model, SWOT Analysis, and Competitors 2024

Published: Jan 28, 2024

Inside This Article


    In today's rapidly evolving travel industry, Yatra Online stands out as a significant player. This blog post delves into the intricate details of Yatra Online's business model, providing a comprehensive SWOT analysis to identify its strengths, weaknesses, opportunities, and threats as we move into 2024. Furthermore, we'll explore Yatra's competitive landscape, highlighting how it measures up against other industry giants. Whether you're a potential investor, a competitor, or just a curious observer, this analysis offers valuable insights into Yatra Online's strategic positioning and future prospects.

    What You Will Learn

    • Ownership and Strategic Vision: Gain insight into who owns Yatra Online and understand the core mission statement that drives their business forward, setting the stage for their strategic goals and customer focus.
    • Revenue and Business Model: Dive deep into how Yatra Online generates revenue, with a detailed breakdown of their Business Model Canvas, providing a clear picture of their value proposition, customer segments, channels, and key activities.
    • Market Position and Analysis: Learn about Yatra Online's competitors in the travel industry, and explore a comprehensive SWOT analysis to understand their strengths, weaknesses, opportunities, and threats in a competitive landscape.

    Who owns Yatra Online?

    Who owns Yatra Online?

    Yatra Online, a prominent name in the travel industry, is owned by multiple stakeholders, including institutional investors, private equity firms, and individual shareholders. As a publicly traded company on the NASDAQ under the ticker symbol YTRA, its ownership structure is dynamic, reflecting the ebb and flow of market trades. However, a detailed examination reveals a few key entities that have significant influence over the company.

    Terra Firma Capital Partners, a leading private equity firm, is one of the major investors in Yatra Online. Their investment underscores the firm's belief in Yatra's potential to revolutionize the travel industry in India and beyond.

    Another significant stakeholder is Reliance Industries, one of India's largest conglomerates. Their investment in Yatra Online is seen as a strategic move to diversify into the digital and e-commerce space, leveraging Yatra's established platform to scale their presence in the travel sector.

    Additionally, the Norwest Venture Partners X – Mauritius holds a substantial portion of shares, reflecting the venture capital firm's confidence in Yatra's business model and growth prospects. Norwest has a history of investing in successful technology and internet companies, and their stake in Yatra signifies their belief in the company's potential for innovation and expansion.

    On the individual front, Dhruv Shringi, the co-founder and CEO of Yatra Online, along with other co-founders and key executives, also retains a significant ownership stake. Their continued investment in the company not only shows their commitment to its success but also aligns their interests with that of the shareholders at large.

    It's important to note that the ownership of Yatra Online is subject to change due to market transactions, additional funding rounds, and strategic investments. Therefore, while the names mentioned above are significant players as of the latest disclosures, the landscape of ownership can evolve.

    In summary, the ownership of Yatra Online is a mix of high-profile institutional investors, industry conglomerates, venture capital firms, and its founding members. This diverse ownership structure supports Yatra's mission to be a leader in the travel services market by providing a broad array of stakeholders with vested interests in its success.

    What is the mission statement of Yatra Online?

    Yatra Online, as a leading travel services company in India, has a mission statement that reflects its commitment to providing comprehensive travel-related solutions to its customers. The core of their mission revolves around the following principles:

    Enhancing Customer Experience

    Yatra Online aims to transform the way people travel. By leveraging technology, it endeavors to provide a seamless, efficient, and enjoyable travel booking experience. The company focuses on user-friendly interfaces, comprehensive travel options, and personalized services to ensure that customers have a hassle-free journey from planning to reaching their destination.

    Offering a Wide Range of Travel Services

    The mission of Yatra Online includes the provision of a wide array of travel services that cater to various needs and preferences. This includes domestic and international flight bookings, hotel reservations, holiday packages, bus and railway tickets, and other ancillary services related to travel. Their goal is to be a one-stop solution for all travel needs, making it convenient for customers to plan and book their trips.

    Ensuring Competitive Pricing

    Yatra Online is committed to offering competitive pricing for its travel services. The company understands the importance of value for money for its customers and strives to provide the best deals and offers. This is achieved through strong partnerships with airlines, hotels, and other travel service providers, along with the use of advanced technology for price comparison and optimization.

    Promoting Sustainable and Responsible Travel

    Understanding its responsibility towards society and the environment, Yatra Online also incorporates the promotion of sustainable and responsible travel into its mission. The company encourages practices that minimize the environmental impact of travel and supports local communities. This includes offering eco-friendly travel options and awareness about cultural sensitivities to ensure that travel is beneficial for both tourists and destinations.

    Fostering Innovation

    At the heart of Yatra Online's mission is the spirit of innovation. The company continuously seeks to innovate its services, technology, and processes to stay ahead in the competitive travel industry. By embracing new technologies and exploring novel ideas, Yatra Online aims to enhance its offerings and cater to the evolving needs of modern travelers.

    In summary, the mission statement of Yatra Online is centered around providing an exceptional travel booking experience, offering a comprehensive range of services, ensuring competitive pricing, promoting sustainable travel, and fostering innovation. Through its mission, Yatra Online strives to be at the forefront of the travel industry, making travel accessible, affordable, and enjoyable for everyone.

    How does Yatra Online make money?

    Yatra Online, as a leading travel services company in India, has diversified its revenue streams to build a robust financial model that supports its expansive operations. Understanding how Yatra Online makes money gives us insight into the strategic approaches it has adopted to sustain and grow in the competitive online travel market.

    Service Fees

    One of the primary sources of income for Yatra Online comes from service fees charged on various bookings. These include fees from booking flights, hotels, holiday packages, and other travel-related services. The company leverages its platform to connect travelers with a wide array of travel service providers, earning a fee for facilitating these transactions. The convenience and variety offered by Yatra encourage users to book through their platform, thereby generating substantial service fees.

    Commissions from Partners

    Yatra Online has established partnerships with numerous airlines, hotels, and other travel service providers. Through these partnerships, Yatra earns commissions for every booking made through its platform. These commissions are a significant revenue stream, as they come from a wide range of partners covering various aspects of travel and hospitality. The strategic relationships with these partners not only help in offering competitive prices to customers but also ensure a steady inflow of commission income for Yatra.


    Advertising plays a crucial role in Yatra Online's revenue model. With a substantial user base visiting its platform, Yatra offers an attractive value proposition for advertisers looking to reach a travel-centric audience. This includes display ads, sponsored listings, and promotional content. The revenue generated from advertising contributes notably to Yatra's overall income, helping the company to further invest in technology and customer service to improve the user experience.

    Ancillary Services

    Yatra Online also monetizes through ancillary services that add value to the core travel booking experience. This includes travel insurance, visa processing services, and on-trip experiences among others. By offering these additional services, Yatra not only enhances customer satisfaction but also opens up new revenue channels. The convenience of having a one-stop-shop for all travel needs encourages users to avail these ancillary services, thereby bolstering Yatra's income.

    Subscription Services

    In recent years, Yatra Online has introduced subscription services that offer premium benefits to subscribers, such as exclusive discounts, loyalty points, and priority customer service. This model not only ensures a steady revenue stream through subscription fees but also fosters customer loyalty and repeat business, which is critical in the travel industry. Subscription services represent a growing segment of Yatra's revenue model, reflecting the company's adaptability to changing market dynamics and consumer preferences.

    In summary, Yatra Online's revenue model is multifaceted, leveraging service fees, commissions, advertising, ancillary services, and subscription services. This diversified approach not only helps in mitigating risks associated with market fluctuations but also positions Yatra as a comprehensive travel services provider in the competitive online travel industry.

    Yatra Online Business Model Canvas Explained

    Introduction to Yatra Online's Business Model

    Yatra Online stands out as a premier online travel agency (OTA) in India, offering a broad spectrum of travel-related services. Established in 2006, the company has grown significantly, leveraging technology to simplify the travel booking process. The business model canvas of Yatra Online provides a comprehensive overview of its key components, including value propositions, customer segments, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. Understanding these elements offers insights into how Yatra Online creates, delivers, and captures value.

    Value Propositions

    Yatra Online's value propositions are centered around convenience, variety, and affordability. The platform offers a one-stop solution for booking flights, hotels, holiday packages, and more, catering to both leisure and business travelers. It differentiates itself with user-friendly technology, 24/7 customer service, and competitive pricing, ensuring a hassle-free travel planning experience.

    Customer Segments

    Yatra Online targets multiple customer segments, including:

    • Individual travelers looking for leisure or business travel options.
    • Corporate clients requiring managed travel services.
    • Travel agents and partners seeking a reliable platform for booking and managing travel arrangements.

    By addressing the specific needs of each segment, Yatra Online is able to cater to a wide audience, enhancing its market reach.


    The primary channels through which Yatra Online engages with its customers include:

    • Its website, offering a comprehensive online booking experience.
    • Mobile apps, providing on-the-go booking capabilities and travel updates.
    • Customer service centers, delivering support and assistance through phone and email.
    • Affiliate networks and partnerships, expanding its reach through third-party platforms.

    Customer Relationships

    Yatra Online maintains its customer relationships through personalized services, loyalty programs, and regular communication. The platform uses data analytics to offer tailored travel recommendations and deals, fostering repeat business. Additionally, its loyalty program rewards frequent users with discounts and perks, enhancing customer retention.

    Revenue Streams

    Yatra Online generates revenue through multiple streams, including:

    • Commissions from airlines, hotels, and other travel service providers.
    • Fees from corporate travel management services.
    • Advertising revenue from featured listings and promotions on its platform.
    • Subscription fees from premium services and loyalty programs.

    Key Resources

    The key resources that underpin Yatra Online's business model include:

    • Its technology infrastructure, enabling efficient online booking and customer service.
    • Partnerships with travel service providers, ensuring a wide range of options for customers.
    • A skilled workforce, dedicated to improving the platform and supporting users.

    Key Activities

    Yatra Online's key activities involve:

    • Developing and maintaining its online platform and mobile applications.
    • Managing relationships with travel service providers and corporate clients.
    • Marketing and promotional efforts to attract and retain customers.
    • Customer service and support to ensure a positive user experience.

    Key Partnerships

    Key partnerships are crucial to Yatra Online's success, including:

    • Travel service providers (airlines, hotels, etc.), offering content for its booking platform.
    • Corporate clients, contributing to a significant portion of its revenue.
    • Affiliate partners and travel agents, extending its market reach.

    Cost Structure

    Yatra Online's cost structure primarily consists of:

    • Technology development and maintenance costs.
    • Marketing and advertising expenses.
    • Operational costs, including customer support and partnership management.
    • Commission payouts to affiliate partners.


    Yatra Online's business model canvas reveals a strategic approach to capturing the online travel market in India. By focusing on a strong value proposition, diversified customer segments, efficient channels, and robust revenue streams, Yatra Online has positioned itself as a leader in the travel industry. As the company continues to innovate and adapt to changing market dynamics, it is poised for sustained growth and success.

    Which companies are the competitors of Yatra Online?

    Which Companies are the Competitors of Yatra Online?

    Yatra Online stands as one of India's leading online travel companies, offering a wide range of services, from flight bookings to holiday packages. Despite its strong position in the market, Yatra Online faces stiff competition from several key players in the travel industry. Understanding the competitive landscape is crucial for both consumers looking for the best travel deals and investors interested in the travel sector. Here, we delve into some of the main competitors of Yatra Online.


    Perhaps Yatra Online's most direct and formidable competitor, MakeMyTrip, is a giant in the Indian online travel industry. Founded in 2000, MakeMyTrip offers a comprehensive suite of travel services similar to Yatra, including flight tickets, domestic and international holiday packages, hotel reservations, and rail and bus tickets. Its extensive offerings and aggressive marketing strategies have made it a favorite among Indian travelers.


    Cleartrip, another major player in the online travel agency (OTA) space, competes directly with Yatra Online with its user-friendly website and app designed for easy flight, hotel, and train bookings. Founded in 2006, Cleartrip has made a name for itself with its simple and elegant interface, appealing to a segment of travelers who prioritize ease of use and hassle-free bookings.


    Goibibo is part of the Ibibo Group and is another significant competitor to Yatra Online. It offers a wide range of travel services, including airfare, hotel bookings, and bus tickets. Known for its sharp discounts and deals, Goibibo has cultivated a loyal customer base. The platform's integration with its sister company, redBus, India's largest bus ticketing platform, provides it with a unique edge in the market.


    ixigo stands out for its approach as a travel search engine that aggregates and compares real-time travel information, prices & availability for flights, trains, buses, cabs, hotels, packages, and destinations. ixigo's focus on leveraging technology to provide the best deals and travel recommendations has made it particularly popular among budget-conscious travelers and tech-savvy users.

    Expedia and Booking.com

    While the above competitors are primarily focused on the Indian market, global giants like Expedia and Booking.com also pose competition to Yatra Online. These platforms offer a vast array of international flight and hotel options, appealing to Indian travelers planning trips abroad. Their global presence and strong brand recognition make them formidable competitors in the online travel agency space.

    In conclusion, the competition in the online travel agency sector is fierce, with several companies vying for the attention of travelers through various strategies, including competitive pricing, user experience, technology integration, and customer service. Yatra Online continues to evolve in this dynamic environment, striving to maintain its position and grow its customer base amidst the challenges posed by these competitors.

    Yatra Online SWOT Analysis

    In today's ever-evolving travel industry, Yatra Online stands as a notable entity, offering a plethora of travel-related services to its vast customer base. Understanding the strengths, weaknesses, opportunities, and threats (SWOT) facing Yatra Online can provide valuable insights into its operational dynamics and strategic positioning within the market. Let's delve deeper into the SWOT analysis of Yatra Online.


    Wide Range of Services: Yatra Online excels in providing an extensive array of travel-related services, including flight bookings, hotel reservations, holiday packages, and more. This diversification allows it to cater to the varied needs of its customers effectively.

    Strong Brand Presence: Over the years, Yatra has established a strong brand presence in the travel industry, which aids in customer retention and attracts new customers through brand recognition.

    Technological Innovation: Yatra Online leverages cutting-edge technology to enhance user experience, offering features like virtual tours, easy booking processes, and personalized recommendations, setting it apart from competitors.

    Strategic Partnerships: By forging partnerships with a wide range of service providers, including airlines, hotels, and travel insurance companies, Yatra Online ensures competitive pricing and exclusive deals for its customers.


    High Dependency on the Indian Market: Despite its success, Yatra Online's operations are highly concentrated in India. This geographic concentration exposes it to regional economic fluctuations and political instability.

    Competition: The online travel market is highly competitive, with numerous players vying for market share. Standing out and maintaining a competitive edge in such an environment is a constant challenge for Yatra Online.

    Customer Service Challenges: With the vast number of transactions and interactions, maintaining consistently high-quality customer service can be a hurdle, potentially impacting customer satisfaction and loyalty.


    Expansion into New Markets: Expanding its geographical footprint can diversify Yatra Online's revenue streams and reduce its dependency on the Indian market, opening up new avenues for growth.

    Technological Advancements: Investing in emerging technologies like artificial intelligence and machine learning for personalized travel recommendations can enhance customer experience and operational efficiency.

    Sustainable and Responsible Travel: There is a growing trend towards sustainable and eco-friendly travel. Yatra Online can seize this opportunity by offering more of such travel options, appealing to environmentally conscious travelers.


    Economic Downturns: The travel industry is highly susceptible to economic cycles. Economic downturns can lead to reduced discretionary spending on travel, impacting Yatra Online's revenues.

    Regulatory Changes: Changes in travel and tourism-related regulations, both domestically and internationally, can pose operational and compliance challenges for Yatra Online.

    Technological Disruptions: The rapid pace of technological change can disrupt existing business models. New entrants leveraging disruptive technologies could potentially threaten Yatra Online's market position.

    In conclusion, Yatra Online, with its strong market presence and technological prowess, is well-positioned to navigate the complexities of the travel industry. However, addressing its weaknesses and leveraging opportunities in the face of threats will be crucial for its sustained growth and success.

    Key Takeaways

    • Ownership of Yatra Online: Yatra Online is a publicly traded company listed on the NASDAQ under the ticker symbol YTRA. Its ownership is distributed among various shareholders, including institutional investors, retail investors, and its founders and employees, ensuring a diversified control structure.

    • Mission Statement: Yatra Online's mission is to "provide an excellent and seamless travel experience to all its customers," focusing on delivering high-quality travel solutions and services that cater to the diverse needs of travelers.

    • Revenue Generation: Yatra Online primarily makes money through commissions and fees from hotel bookings, air ticket sales, and holiday packages. Additionally, it earns revenue from advertising and business travel management services, targeting both individual travelers and corporate clients.

    • Business Model Canvas: The Yatra Online Business Model Canvas illustrates the company's key partners (including airlines, hotels, and travel service providers), customer segments (corporate and retail travelers), value propositions (comprehensive travel solutions), channels (online platform, mobile app), customer relationships (customer support, loyalty programs), revenue streams (commissions, fees, advertising), key resources (technology platform, brand), key activities (platform management, marketing), and cost structure (operational, marketing expenses).

    • Competitors and SWOT Analysis:

      • Competitors: Yatra Online faces stiff competition from other online travel agencies (OTAs) and travel service providers like MakeMyTrip, Cleartrip, and Booking.com, among others, in an increasingly digital and competitive landscape.
      • SWOT Analysis:
        • Strengths: Strong brand presence in India, diverse service offerings, and a robust technology platform.
        • Weaknesses: Dependence on the highly competitive airline ticketing market, which has low margins.
        • Opportunities: Expansion into underpenetrated markets and addition of new travel-related services can drive growth.
        • Threats: Intense competition from both domestic and international players and susceptibility to global travel dynamics can impact profitability.


    In conclusion, Yatra Online stands as a prominent player in the online travel and hospitality industry, showcasing a robust business model designed to navigate the competitive landscape it operates within. The ownership of Yatra Online, held by a mix of institutional investors and its core leadership team, signifies a blend of strategic vision and operational expertise driving the company forward. At its heart, Yatra Online's mission to "create happy travelers" by providing a comprehensive suite of travel-related services underlines its customer-centric approach, which is pivotal in distinguishing it from competitors.

    Yatra Online's revenue generation strategies are multifaceted, relying on commissions, advertisements, and the sale of travel packages, among others. This diversified income stream is thoroughly explored within the Business Model Canvas, which outlines the key partners, activities, resources, and customer relationships that underpin Yatra Online's operations. Such a model not only ensures sustainability but also enables agility in response to market dynamics.

    When examining the competitive landscape, it is clear that Yatra Online faces stiff competition from entities like MakeMyTrip, Cleartrip, and Goibibo. However, its strategic focus on customer satisfaction, expansive service offerings, and technological innovation set it apart, allowing it to maintain a significant market presence.

    The SWOT analysis of Yatra Online reveals a company that is adept at leveraging its strengths, such as a strong brand and a comprehensive service portfolio, to seize opportunities in the growing travel industry. While challenges from competitive pressures and market volatility are evident, Yatra Online's strategic initiatives aimed at enhancing user experience and expanding its service range showcase its commitment to overcoming these hurdles.

    Ultimately, Yatra Online's journey reflects a nuanced understanding of the travel industry's demands, a commitment to delivering exceptional value to its users, and an unwavering pursuit of innovation. As the company continues to navigate the complexities of the travel and hospitality landscape, its strategic approaches, underpinned by a clear mission and a robust business model, position it well to not only meet but exceed the expectations of travelers seeking seamless and enriching travel experiences.


    How to do a SWOT analysis online?

    There are several online tools and templates available that can help you conduct a SWOT analysis. Here is a step-by-step guide to doing a SWOT analysis online:

    1. Choose an online tool or template: There are several online tools and templates available for conducting a SWOT analysis. Some popular options include Canva, Lucidchart, and Creately. Choose a tool that suits your needs and preferences.

    2. Define your objectives: Before starting the analysis, clearly define the objectives you want to achieve with the SWOT analysis. This will help you focus on the most relevant factors during the analysis.

    3. Create a SWOT matrix: Use the online tool to create a SWOT matrix with four quadrants - Strengths, Weaknesses, Opportunities, and Threats. Fill in each quadrant with relevant information based on your analysis.

    4. Identify strengths: List down the internal factors that give your organization a competitive advantage. This could include factors such as a strong brand reputation, skilled workforce, or innovative products/services.

    5. Identify weaknesses: List down the internal factors that are holding your organization back. This could include factors such as outdated technology, lack of resources, or poor customer service.

    6. Identify opportunities: List down the external factors that could benefit your organization. This could include factors such as market trends, new technologies, or changes in regulations.

    7. Identify threats: List down the external factors that could pose a risk to your organization. This could include factors such as competition, economic downturns, or changes in consumer preferences.

    8. Analyze and prioritize: Review the information in each quadrant and analyze the implications for your organization. Prioritize the factors that are most critical and require immediate attention.

    9. Develop strategies: Based on the analysis, develop strategies to leverage your strengths, address your weaknesses, capitalize on opportunities, and mitigate threats. Use the online tool to document these strategies and create an action plan.

    10. Review and update: Regularly review and update your SWOT analysis to ensure it remains relevant and reflects any changes in your organization or the external environment.

    By following these steps, you can effectively conduct a SWOT analysis online and use the insights gained to make informed decisions and drive strategic planning for your organization.

    What is the strengths and weaknesses grid?

    The strengths and weaknesses grid is a tool used in strategic planning and decision-making to analyze the internal factors of a business or organization. It involves identifying and categorizing the strengths and weaknesses of the organization in order to understand its current capabilities and limitations.

    Strengths are internal factors that give the organization a competitive advantage or unique selling point, while weaknesses are internal factors that hinder the organization's performance or ability to achieve its goals.

    The grid typically consists of four quadrants: strengths, weaknesses, opportunities, and threats (SWOT). By identifying and evaluating these internal factors, organizations can develop strategies to capitalize on their strengths and address their weaknesses in order to improve their overall performance and competitiveness.

    Overall, the strengths and weaknesses grid is a valuable tool for organizations to assess their internal capabilities and limitations, and make informed decisions to drive success and growth.

    What will be your SWOT analysis for the company?


    1. Strong brand recognition and reputation in the market.
    2. Diverse product portfolio catering to different customer segments.
    3. Robust distribution network with presence in multiple countries.
    4. High-quality products and innovation in technology.
    5. Experienced and skilled workforce.


    1. Dependence on a few key suppliers for raw materials.
    2. Limited presence in emerging markets.
    3. High production costs leading to lower profit margins.
    4. Vulnerability to changing consumer preferences and market trends.
    5. Limited online presence and digital marketing capabilities.


    1. Expansion into new markets and regions.
    2. Launching new products to cater to changing consumer needs.
    3. Acquiring or partnering with technology companies to enhance product offerings.
    4. Investing in e-commerce and digital marketing to reach a wider customer base.
    5. Implementing sustainability practices to attract environmentally-conscious consumers.


    1. Intense competition from other established brands in the market.
    2. Economic downturns affecting consumer spending.
    3. Fluctuations in raw material prices impacting production costs.
    4. Regulatory changes and compliance issues.
    5. Disruption in supply chain due to geopolitical tensions or natural disasters.

    What are strengths in SWOT analysis?

    Strengths in a SWOT analysis are internal factors that give a company a competitive advantage and help it achieve its objectives. These may include:

    1. Strong brand reputation
    2. High-quality products or services
    3. Skilled and experienced employees
    4. Efficient operations and processes
    5. Strong financial position
    6. Unique selling proposition
    7. Strong customer loyalty
    8. Access to key resources or technology
    9. Strategic partnerships or alliances
    10. Strong market presence and customer base.

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