Yatra has launched what it claims is the first Facebook Messenger chatbot in the Indian online travel sector.
The "intelligent chatbot...helps customers search and book flights directly from their Facebook Messenger."
Yatra is hoping that having the ability to communicate with travellers within Facebook will appeal not only to the 1.5 million people who have liked its Facebook page but also introduce the brand to India's Facebook users in general.
India is Facebook's second biggest market after the US. Reports say that it has 142 million users in India, 69 million of whom access Facebook on a daily basis.
The launch of the bot comes at the same time as two other tech-based initiatives which also have a chat element to them. Yatra has ramped up the automation tech behinds it Q&A page so that customers can be self-served.
And it has also upgraded the chat capabilities of its marketplace channel where travellers talk directly to suppliers, using either text or voice.
Related reading from Tnooz:
Are bots hot or not (June 2016)
Kayak debuts an ambitious Facebook Messenger bot (June 2016)
KLM on Messenger and being a speck in a galaxy of digital giants (June 2016)