Recently, an Indian travel platform operator, MakeMyTrip, reported a significant drop in bookings to Turkey and Azerbaijan amid growing social media voices calling to reject trips to their territory. According to a company statement, bookings have decreased by 60% over the last week, and cancellations have increased by 250%.
The change in consumer behaviour is happening as there is an increase in online campaigns encouraging Indian citizens to avoid traveling to Turkey and Azerbaijan. These calls picked up momentum after Operation Sindoor, when the two nations were seen to be siding with Pakistan. Public sentiment quickly affected travel patterns, as the public began to cancel trips planned for or refrain from booking travel to such destinations.
Following the change in the travel sentiment, MakeMyTrip has stopped all promotions and offers for Turkey and Azerbaijan. A company spokesperson confirmed this move, stating the decision aligns with national sentiment and does not call to disrespect Indian travelers. The spokesperson said, "We have already ceased offering any promotions and offers on our platform to discourage tourists from touring these two destinations." The platform also further reinforces its support for national interests and the armed forces
This change to operations highlights how the platform responds to real-time consumer behavior and geopolitical developments. In removing incentives and marketing items that are concerned with travel to the affected countries, MakeMyTrip's service should complement customer needs and occurrences of market forces.
The travel industry is becoming more aware of political trends and people's sentiments. Operation Sindoor ignited a national debate on diplomatic relations, resulting in social media activity surging in response.. Many users publicly stated their readiness to boycott travel to the countries seen as opposing Indian interests.
The sustained decline in demand for travel to Turkey and Azerbaijan shows the immediate impact of geopolitics on consumers' choices. Although travel platforms like MakeMyTrip pay attention to public reaction, they need to adjust their marketing strategies and offerings in the context of public mood and national sentiment.