India’s largest online travel booking group, MakeMyTrip (MMT) wanted to shift focus to its hotel booking services and become the preferred platform amid increasing competition. Looking at growth from the less saturated non-metro Indian cities, MMT conducted extensive consumer research. It found that consumers in these cities didn’t trust the information shared about the hotels on the travel portals and so didn’t want to commit a payment upfront. Also, they weren’t comfortable using technology for travel transactions and even faced language barriers. MMT launched the ‘Best Price Guarantee’ and ‘Pay at Hotel’ features through an integrated campaign- ‘Befikar Book Kar’ (Book Without A Care). Using PR, advertising and digital, they worked towards building consumers’ faith for booking hotels online.