Driving Bookings at Scale: How Moloco Powered Goibibo’s Performance Marketing Success

About Goibibo

Goibibo, headquartered in India, is one of the country’s leading online travel booking platforms. The company offers a wide range of services, including flights, hotels, buses, trains, cabs, and holiday packages. Goibibo prioritizes user convenience and trust through its user-friendly mobile app, competitive pricing, and fast booking and refund processing. Its rewards and loyalty programs, like GoCash and GoStays, have helped cement Goibibo as a trusted brand for digital travel across India.

Challenge: Scaling travel bookings without driving up costs

Operating in India's highly competitive online travel market, Goibibo aimed to scale user acquisition efficiently while maintaining the quality of bookings. But seasonal demand fluctuations, fragmented user intent, and increasing customer acquisition costs posed persistent challenges. Goibibo's primary objective: acquire high-intent users with better Day 0 order-to-install rates at a lower CPI, all while meeting its CAC benchmarks.

Solution: AI-driven campaigns that prioritize high-intent travelers

To hit its goal, Goibibo turned to Moloco Ads. Then Moloco’s AI-driven platform went to work, leveraging real-time signals to identify high-intent travelers and deliver personalized ads at scale.

Key tactics included:

• Continuous learning from Goibibo’s first-party data: To refine campaign performance, Moloco’s ad engine dynamically ingested and learned from Goibibo’s rich first-party signals to continuously maximize ad delivery and improve outcomes.
• Predictive user targeting powered by AI: Moloco’s real-time modeling helped pinpoint high-intent travelers most likely to book flights or hotels, enhancing targeting precision and reducing acquisition costs.
• Creative testing with influencer-led assets: Campaigns featuring brand ambassadors and influencers drove significantly higher engagement rates and first-time bookings.

Results: Lower costs, better conversions, and more efficient spend

Goibibo achieved measurable improvements across key performance metrics:

• 45% improvement in Day 0 install-to-booking rate of high-intent users.
• 55% decrease in CPI, driven by a 1.5x boost in IPM.

Moloco's fully transparent real-time reporting also allowed Goibibo to optimize creatives, audiences, and geographies, enabling smarter decision-making across campaigns.

With Moloco’s advanced AI capabilities, Goibibo achieved deeper market penetration and higher user engagement, ultimately driving a significant increase in travel bookings at lower customer acquisition costs.

“This partnership with Moloco has transformed our performance marketing, driving high-quality bookings, stronger user engagement, and sustained growth in India’s competitive online travel market. Their advanced machine learning capabilities have enabled us to identify and reach high-intent users more effectively, significantly enhancing our marketing precision. We rely on their expertise to scale up with enhanced performance and are enthusiastic about the future opportunities ahead.”

—Varun Bagai, Associate Director, Goibibo