During some casual searching, I typed in 'mumbai calicut'. A couple of ads offered me tickets between the two cities.
I clicked on the first 3 ads. Jetlite and Yatra took me through to their home pages. Where did MakeMyTrip take me?
Which of the sites would you book at?
Makemytrip saved me the trouble of scrolling through two long lists of cities. This, I'd guess, is the sort of thing that'd sway the 'marginal' traveler (say, someone who needs a ticket for the next day. Or someone who's booking at 9pm, really wanting to get back home.)
There is, of course, a cost involved in doing this. You'll have to configure perhaps a couple of hundred landing pages with pairs of cities that you want to target. You can do this only if the increase in conversions makes it worthwhile to take the effort of customizing landing pages. And if you've enough transaction volumes to recover your costs.
This is a great example of customizing user experiences to suit visitors' needs.
How can businesses use so..