MakeMyTrip ICP Template

If you’re aiming to build the next big travel platform like MakeMyTrip, knowing who your core customers are—and what drives their choices—is essential.

For a platform that caters to a wide range of travelers, creating a well-defined Ideal Customer Profile (ICP) can transform how you serve your users and shape your growth strategy.

Here’s an actionable guide to help you outline the ICPs that matter most for an online travel booking platform:

1. Start with Your Product’s Core Value

The first step is to clearly define what your platform brings to the table. For MakeMyTrip, that’s convenience, flexibility, and an all-in-one booking solution. Think about why a customer would choose your platform over others: Are you offering exclusive deals, user-friendly booking options, or personalized travel experiences? Understanding this core value helps you identify the users who’ll benefit the most.

2. Identify Who Your Core Users Are

With a clear product value in mind, it’s time to get specific about the types of users who’d find your platform most valuable. For MakeMyTrip, these are travelers with varied needs and travel styles, such as budget-conscious explorers, frequent business travelers, and family vacationers. Each group has unique requirements, and pinpointing these helps tailor your offerings to align with their specific travel goals.

Key User Traits to Consider:

• Demographics: Identify the age, income, and travel habits of your potential users. For example, are they likely young professionals looking for affordable travel, or mid-career business professionals needing seamless booking options?
• Travel Needs: Consider whether users are more likely to book frequent, quick trips or more extensive holiday packages. Understanding these needs will help prioritize features that matter to them most.

3. Understand Their Core Needs and Pain Points

Now, let’s break down what each user type might need and the frustrations they often face. For instance, budget travelers may seek affordability and transparent pricing, while business travellers prioritise time-saving options and reliable customer support.

Ask Yourself:

• What unique needs does each group have?
• What frustrations or barriers do they face with other booking options?

For example, family vacationers may need family-friendly packages, while business travelers might look for hassle-free cancellations. Understanding these needs allows you to position your platform as the perfect solution for each type of user.

4. Visualize How Each User Interacts with Your Platform

Think about how often each type of user would visit your platform, and what features they’d likely prioritize. Are budget travelers browsing for last-minute deals? Are business travelers looking for loyalty programs or frequent booking discounts?

Consider these scenarios:

• Frequent Users: These could be business travellers booking every month. They need a streamlined booking experience and flexible policies.
• Seasonal Users: Family vacationers might use your platform a few times a year but will appreciate easy navigation and tailored packages during peak holiday times.

Mapping these patterns will help you create a user journey that makes each type feel valued, increasing the likelihood of repeat bookings and loyalty.

5. Outline Key Stages in Their Journey

Each customer group will go through a journey from discovering your platform to booking their trips. By mapping these stages, you can see where improvements will make the most impact.

A typical journey might include:

• Discovery: Users find your platform through ads or social media. Highlight your unique offers and user-friendly experience here to attract attention.
• Exploration: Once on your platform, users browse deals, packages, or reviews. Make sure navigation is easy and valuable information (like cancellation policies or package details) is accessible.
• Booking: When they’re ready to book, a smooth and transparent payment experience is crucial.
• Post-Purchase: Keep users engaged with booking confirmations, travel reminders, and any relevant updates.

Addressing user needs at each stage ensures a seamless experience, making your platform the go-to option for future travel.

6. Prioritise Customer Types Based on Engagement and Value

Not all user types will offer the same level of engagement or revenue potential. By focusing on groups with high engagement or revenue potential, you can build a product experience that serves your goals for sustainable growth.

For MakeMyTrip, this might look like:

• High-Engagement Users: Frequent business travellers bring steady revenue and can benefit from loyalty programs.
• High-Value Users: Families booking seasonal vacations may use your platform less frequently but bring high-value transactions.

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For a travel platform, defining and prioritising ICPs is about knowing exactly who you’re serving and tailoring the experience to meet their unique needs. From budget-conscious travellers to busy professionals, understanding these profiles guides everything from product design to marketing. When you’re clear on who you’re building for, each decision becomes simpler and more impactful.

By defining your ICPs, you’re set up to create a platform that feels personalised and essential to the people who matter most. Use this as a guide to start shaping your own ICPs and refine your approach as your platform grows!