MakeMyTrip has introduced OneCircle, a global rewards program across 13,300 properties offering a 10% return on accommodation bookings. The initiative focuses on Tier 2 and Tier 3 cities in India, aiming to drive repeat bookings and expand the company's footprint in smaller urban markets.
MakeMyTrip Limited has launched its new loyalty initiative, OneCircle, which integrates over 13,300 hotel and alternative accommodation properties across more than 1,000 cities. As of June 30, 2026, the program allows travelers to earn a minimum of 10% of their booking value in reward points, which can be redeemed for future stays within the network.
The strategic focus of this rollout is notably tilted toward non-metro regions. Approximately 75% of the participating properties are situated in Tier 2 and Tier 3 cities, highlighting an effort to penetrate emerging travel destinations beyond India's major metropolitan areas. According to the company, states such as Rajasthan, Kerala, and Maharashtra show the highest density of participating locations, while cities including Jaipur, Gurugram, and Bengaluru currently lead in total property count.
Business Strategy and Customer Retention
By creating a standardized reward mechanism, MakeMyTrip aims to incentivize repeat bookings and improve customer stickiness in a highly competitive online travel aggregator space. The program is designed to provide value to travelers while simultaneously offering accommodation partners a consistent channel for demand generation. For MakeMyTrip, the expansion into smaller cities is a key move to capture the rising discretionary spending power in non-metro India, a segment that has seen increasing travel activity in recent years.
Sector Context and Competition
The travel and tourism sector in India has experienced a significant post-pandemic resurgence, with a strong shift in preference toward both domestic travel and experiential stays. MakeMyTrip continues to compete with other major platforms, including Booking.com, Agoda, and various regional players, all of which are actively pursuing market share in the growing middle-class travel segment. The success of this loyalty program will depend on its ability to drive consistent bookings and ensure that the participating properties remain attractive to a diverse range of travelers.
Key Monitorables for Investors
Investors may track how this loyalty program impacts the company's take rate and profit margins over the coming quarters, as loyalty rewards represent a cost that the company must balance against increased transaction volume. Additionally, the ability of the management to scale this network further and maintain high utilization rates in Tier 2 and Tier 3 markets will be important to observe. Future quarterly reports may provide insights into the contribution of OneCircle to overall gross bookings and whether the loyalty program helps in lowering the customer acquisition cost for the company in the long run.