How should ixigo turn its train travellers in smaller cities into first-time flyers?

Introduction

ixigo has one of the largest bases of online train travellers in India, through ixigo Trains and ConfirmTkt. Many of them live in Tier-2 and Tier-3 cities and have never flown. At the same time, flights have become ixigo's largest vertical by gross transaction value, growing 27% year on year in Q1 FY27. Turning train travellers into first-time flyers connects the two: ixigo's biggest audience and its biggest revenue line.

The question is how ixigo should do this. Key objectives:

1. Help train travellers discover when flying is affordable and practical.
2. Make the first flight easy and safe, so it leads to repeat flying.
3. Do it profitably, without heavy discounting.

Step 1

Clarify the Strategic Goals (3-4 minutes)

• Is the goal more flight bookings, or more flyers?

• Why it matters: Selling flights to existing flyers is easier; creating new flyers grows the market for ixigo long term.
• Expected answer: New flyers from ixigo's train base, measured by first flights and repeat flights.
• Impact on approach: Focus on first-time flyer conversion and retention.

• Should ixigo avoid cannibalising train bookings?

• Why it matters: A flight has a much higher order value than a train ticket, but some users may prefer trains.
• Expected answer: Cannibalisation is fine when it's the user's better option.
• Impact on approach: Show flights when they genuinely compete on price or time.

• Are there investment limits?

• Why it matters: ixigo is profitable and protects margins.
• Expected answer: Limited discount budgets; focus on product and data.
• Impact on approach: Use information, timing and trust rather than cashback.

Strategic assumptions:

1. Many train users would fly if they knew a fare was close to their train fare.
2. Fear and unfamiliarity are bigger barriers than price for first-time flyers.
3. ixigo's trip data lets it target the right moments better than any competitor.