YATRA ONLINE, INC.
Sidoti & Company, LLC
3
Both the economies of China and India have undergone
expansion since giving up centralized control, China in
1978 and India in 1990, amid industrialization. India’s
GDP per capita in 2019 was approximately equivalent to
China’s in 2007 adjusting for purchasing power parity
(PPP). China’s GDP per capita adjusted for PPP grew
about 11.6% annually on average from 2007 to 2019.
India’s GDP per capita adjusting for PPP grew 6.6% from
2010 to 2019. Data also shows a steady rise in
consumer spending and disposable income over the last
20 years in both countries; data was sourced from
tradingeconomics.com. FactSet estimates indicate a
return to Real GDP growth of 7.4% in 2021 in India
following the 2020 pandemic impact.
With rising political tension between India and China, and
between the U.S. and China, we think there is likely to be
greater political and economic cooperation between the
U.S. and India over the coming years, which may work to
the benefit of India’s economic growth.
We are not macroeconomists and do not have a nuanced
view or outlook of the Indian economy in the years ahead.
However, we think using China’s development over the
last 20 years as a likely proxy for India’s over the coming
years is a reasonable benchmark. If accurate, we think
India’s middle class will grow dramatically along with
disposable income and demand for luxury items and
experiences.
According to data from Statista.com, air passengers in
China grew by about 16% annually from 2010 through
2019. And according to the International Air Transport
Association (IATA) predicted that India would reach 414
million total air passengers traveling annually by 2037, up
from 158 million in 2017.
Corporate Travel Offers Numerous Growth And
Stability Vectors
Yatra launched a corporate travel strategy in 2013, which
we think was motivated by aggressive marketing by
leisure market competitors and after India’s air travel
market was disrupted by the bankruptcy of a large air
carrier.
By 2019, corporate accounted for approximately half of
Yatra’s bookings and the company claimed several high-
profile customer wins. Contracts typically are for multiple
years and include varying levels of integrations into the
customer’s ERP and other backend systems. Business
rules may be applied to limit corporate travel options to
different roles in the organization. We think the intensity
of integrating YTRA’s technology into customer backend
systems creates stickiness, as work would need to be
replicated if the corporate travel provider were replaced.
Corporate travel typically yields lower commission rates
than leisure travel, but the customer acquisition cost,
which is in the form of an enterprise service contract, is
conceptually amortized over a multi-year contract.
Notably, when the contract is renewed there is no
meaningfully additional or recurring customer acquisition
cost. Customer acquisition in the leisure market is
transactional by contrast. Spending on search engine
marketing is useful for attracting customers actively
searching for travel sites, which usually happens when a
customer plans to book travel. However, leisure travelers
do not tend to be repeat customers, which makes driving
profitable engagements challenging in a highly
competitive market for customer acquisition.
We think that Yatra’s role as a leading travel service
provider to large corporates in India is a strong branding
tool that resonates with the country’s emerging middle
class. Some of the corporate customers allow employees
to accrue points in Yatra’s loyalty program, which are
usable for leisure travel. According to management, the
cost of acquiring a customer through a loyalty program is
half that of search engine marketing. With about 15
million employees, plus household members, represented
in Yatra’s corporate travel business, the potential for
optimized customer acquisition is significant compared to
peers that significantly lag in corporate travel.
Yatra recently announced partnerships that can generate
non-travel booking revenue. In August 2020, YTRA
announced a partnership with Amazon Business. Yatra
will provide its network of hotels (approximately 100,000)
with bulk pricing on Amazon. Amazon’s breadth makes it
a potential “one stop shop” for hospitality customers. We
think Yatra will collect an affiliate fee, essentially a
commission, from sales through the system, that can
traditionally range from 1% to 10% depending on the
product. We think YTRA’s cost for operating this program
is minimal and revenue largely incremental. In July 2020,
Yatra announced a partnership and integration with
Zaggle, an Indian FinTech start-up delivering an expense
reporting solution. Zaggle has approximately 3,500 large
customers. We think it is a lower cost expense reporting
option that may better serve the local market with SaaS
type arrangements, compared to competitors like Concur.
Competition
Yatra’s competition is largely divided by leisure and
corporate travel; we do not know of a competitor that
participates in both markets to the extent of Yatra.
Leisure
MakeMyTrip (NASDAQ: MMYT, NC) is the largest player
in the OTA space, having extended its lead after
acquiring GoIbibo in early 2017. MMYT was founded in
2000 in the U.S., and targets Indians living in the U.S.
seeking travel to India. MMYT went public on NASDAQ
in 2010 and has since completed 11 acquisitions. MMYT
began building a corporate strategy in 2017, and as we
were not able to find an example of the company
discussing corporate in the bookings or revenue mix, we
think MMYT’s corporate business is likely small. At $673
million of adjusted revenue for the year ended March 31,
2019, MMYT generated about 5.7x greater sales than
YTRA prior to COVID. Sales and marketing accounted
for approximately 67% of MMYT’s revenue in F2018,
suggesting aggressive spending on customer acquisition.
We think YTRA’s investment in the corporate market