MakeMyTrip, a major online travel company in South Asia, has announced partnerships with thousands of hotels across Europe, the Middle East, Southeast Asia, and South Asia to offer special prices for UAE travellers. The company has also teamed up with major banks to provide attractive deals on hotel and flight bookings. The firm has launched an elaborate marketing campaign called ‘Break the Booking Routine’ to expand its customer base. MakeMyTrip has conducted consumer research and discovered travellers in the UAE are mainly seeking flexibility when booking, coupled with concerns over high cancellation charges. As a result, the firm has launched a variety of new features to address such issues, including Pay at Hotel and Book @AED1 which allows travellers to make advance hotel bookings by paying just AED1 at the time of booking.