Latin America super app Rappi has been on a steady trajectory of
growth since launching in 2015.
The company has raised more than $2 billion in funding, backed by
investors such as Softbank and Sequoia, and says it has more than 30 million
users across 350 cities in nine countries such as Argentina, Colombia, Brazil,
Chile and Mexico.
Along with offering restaurant and grocery delivery, retail products,
digital payments, insurance and much more, in 2020 the company added Rappi
Travel, a marketplace offering flights, accommodations, car rentals and packages.
“We’re different than an OTA,” said Guido Becher, Rappi’s global
head of travel during an interview at Phocuswright Europe.
“We want to bring brands into Rappi for them to access the best customers
possible that they want to reach and the same with users to find the best brands
possible.”
The key to that, says Becher, is data, which can be used to
connect supply partners with the right audience.
“One [hotelier] said ‘I want to approach users that buy almond
milk in Rappi.’ He has a hotel with a yoga retreat, so they profiled users that
basically bought almond milk. You cannot get those users in OTAs,” Becher said.
“Same thing with hotels that are pet-friendly. Where do you find
users with pets? Rappi sells dog food, regularly to big user base.”
To optimize its offerings, Rappi is working with Amadeus to better
leverage its data to create relevant products and expand connectivity with
partners, such as airlines, hotel chains, bedbanks and other travel sellers.
And in May Rappi signed a partnership with Marriott that will give
earnings opportunities and enhanced travel offerings for both Marriott Bonvoy
members and Rappi users.
Watch
Becher’s full interview to learn more about Rappi’s plans for travel as well as
Becher’s thoughts on generative AI.
Phocuswright Europe 2023 Executive Interview: Rappi