Ankur Sharmaa, Chief Business Officer at Via.com speaks on how the company is leveraging AI and strategic partnerships, is focused on enhancing content, personalising customer experiences and penetrating markets like Nepal, Bangladesh, and several African nations, besides having a robust footprint across Southeast Asia and beyond. He shares more on the effective tools like Offline Hotels Desk and specialised student travel solutions that have been launched to create tailored, memorable experiences.
Via.com, a premium travel company operating under the umbrella of Ebix, is eyeing significant growth as it prepares to enter new markets while expanding its footprint across India. The company also plans to establish over 30 Business Associate Centers (BAC) nationwide, aiming to empower local travel agents and broaden its reach. Ankur Sharmaa, Chief Business Officer at Via.com, provided an in-depth overview of the company’s strategic direction and growth trajectory for next five years in an exclusive discussion with T3.
Since its inception, Via.com has revolutionised the B2B travel industry by being the first company to transition entirely online, positioning itself as a game-changer in the sector. Sharmaa highlighted that this innovative approach has allowed Via.com to carve out a significant niche, offering robust technology solutions and maintaining a vast network of agents that distinguish the company from its competitors. “We were among the first to recognise the immense potential of SME travel solutions and rapidly developed cutting-edge technology to serve this niche market,” he explained. This foresight has established Via.com as a leader in corporate travel, dedicated to meeting the unique needs of small and medium-sized enterprises (SMEs).
Notably, the company’s growth has been significantly leveraged operating under Ebix, which has enhanced Via.com’s technology stack, expanded its agent base, and increased its contracting capabilities. This collaboration has driven innovation and improved scalability, enabling Via.com to refine its business strategy effectively. A critical focus for the company is content development, with Sharmaa emphasising, “We believe that strong, content-driven strategies are crucial for the future. Richer content not only enhances our offerings but also deepens customer engagement, aligning with our vision to offer more personalised and immersive travel experiences.”
Via.com has also successfully expanded its footprint across Southeast Asia and beyond, establishing a robust presence in countries such as Indonesia, the Philippines, Singapore, and the UAE. These expansions have solidified the company’s leadership in the global travel industry. Looking ahead, Via.com plans to further penetrate markets like Nepal, Bangladesh, and several African nations, where the company is actively seeking local partnerships to establish a strong foothold. “Our strategy remains focused on B2B partnerships, which we believe will continue to drive significant growth in the coming years,” Sharmaa stated.
All segments of Via.com’s business are performing well, added Sharmaa saying that the corporate travel solutions stand out as a particular area of strength. The company has developed tailored solutions for both large corporations and MSMEs, making business travel more efficient and cost-effective. On the leisure side, domestic travel and short-haul international trips are experiencing robust growth, driven by a desire for relaxation and adventure close to home.
Impressive performance in 2023; Ongoing growth in 2024 and beyond:
Reflecting on the past year, Sharmaa described 2023 as an innovative period for Via.com, marked by substantial investments in technology, partnerships, content, and distribution. The company proudly integrated 15 NDC airlines, underscoring its commitment to industry innovation. This momentum has continued into 2024, with Via.com maintaining a strong growth trajectory and reinforcing its leadership position in the evolving travel landscape, he said.
By next year, Via.com also aims to establish over 30 Business Associate Centers across India, enhancing its operational footprint and bringing global travel products to local markets. This expansion will broaden the company’s customer reach and empower the travel agent ecosystem. Moreover, the adoption of e-visa and visa-on-arrival services is seen as pivotal in streamlining international travel, making it more accessible and convenient. The introduction of flexible payment options will cater to the evolving preferences of modern travelers, ensuring that Via.com meets their diverse needs, added Sharmaa.
Looking much ahead, Via.com is poised to seize significant opportunities over the next five years. “We are particularly excited about our Offline Hotels Desk segment, which is set to transform the booking process for travel agents and corporate clients by offering a more efficient and user-friendly platform. Additionally, our student travel segment is poised for expansion, with exclusive deals tailored to meet the specific needs of this rapidly growing market.”
Adapting to post-pandemic travel trends
In response to changing consumer behaviours and preferences in the post-pandemic travel landscape, Via.com has also revamped its standard operating procedures and empowered its agents with tools to offer personalised, effective solutions tailored to each traveller’s needs. Initiatives such as the Offline Hotels Desk, Flyfer, and specialised student travel solutions have been launched to create tailored, memorable experiences. Domestically, Via.com is promoting spiritual tourism, while internationally, it focuses on Southeast Asian destinations like Singapore, Bali, Vietnam, and Thailand—popular among post-pandemic travellers seeking safety and cultural richness.
Via.com also leverages data analytics and artificial intelligence to enhance customer experience and offer personalised travel solutions. “By utilising predictive analytics, we can anticipate emerging travel demands, ensuring we stay ahead of the curve with relevant products and services. Additionally, AI enables us to customise product placements and promotions, showing customers the most relevant options based on their specific interests, which boosts engagement and conversion rates. Continuous analysis of search trends further refines our strategies, helping us stay attuned to evolving consumer preferences,” stated Sharmaa.
