Building Trust as a Travel Authority Key for Visa Services: Atlys Marketing Head
Soumya Gupta | 5 min read | 19 January 2026, 06:00 AM IST
Santosh Hegde serves as the head of marketing at Atlys, a visa services firm backed by a16z. The company made headlines in August by offering visas for just ₹1. Indians are traveling overseas in record numbers, yet obtaining a visa remains a complex and often frustrating process. Atlys leverages social media, develops its own channels, and collaborates with travel influencers to stay relevant to globetrotting Indians.
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Mumbai: Foreign vacations, once a rare luxury, are now increasingly common among affluent Indians in both metros and smaller cities. This trend prompted Atlys to run its unique ₹1 visa sale last August. However, as more Indians explore exotic destinations, they face the intricacies of visa applications and the disappointment of rejections even after booking flights and hotels.
How does a company like Atlys manage wealthy, dissatisfied customers? Santosh Hegde discusses the crowded travel marketing landscape, the rise of artificial intelligence, and strategies for handling upset clients with empathy.
Navigating Performance Marketing in Travel
Despite rising costs, brands cannot ignore performance marketing on platforms like Meta and Google. As a niche travel services provider, how does Atlys approach this challenge?
"This issue troubles many marketers today," Hegde explains. "In travel, dynamics differ. About 30 million Indians travel annually, taking 1.2 to 1.4 trips per year. This means roughly 70% travel only once a year. There will always be consumers seeking solutions like visa services. But at any given time, only 8-10% of potential customers are actively in the market. Performance marketing helps us attract that 8-10% quickly. However, the lowest customer acquisition cost comes from organic marketing."
Measuring Organic and Brand Marketing
How does Atlys evaluate the performance of organic marketing or brand campaigns?
"Organic marketing can be expensive, so many hesitate to invest," Hegde notes. "People often confuse brand building with expensive media buys. But there is a clear difference between building a brand and using costly platforms. The challenge isn't just ROI; it's the timeframe for brand investment. If purchases occur only 1-2 times a year, like international trips, you can measure brand campaigns over a longer horizon."
Video and AI Disrupt Travel Search
Search traditionally starts consumer journeys in travel, but video and AI have transformed this. How has this shift affected Atlys's marketing strategy?
"New channels dominate our sector," Hegde states. "Most travel searches now begin on YouTube and Instagram. People use Instagram for inspiration and YouTube for detailed planning. Influencer marketing has always been crucial for us—60% of our budget goes into content and influencers. While influencers easily experience our product, this channel can be costly. So, 15 months ago, we started building our own Instagram and YouTube channels from scratch. With a mix of branded and organic content, we've grown to 1.2 million followers across both platforms. These channels aid distribution, reduce media costs, and establish our authority in travel. If we don't appear as a knowledgeable travel partner offering useful tips and comprehensive information, customers won't trust Atlys with their visas."
AI's Role in Travel Planning
How is Atlys handling the shift to AI platforms in search?
"AI simplifies tedious tasks," Hegde observes. "But in travel planning, customers still cherish the exploration and planning phase. I don't think they want to give up control, as planning can be as exciting as the trip itself. For instance, someone visiting Japan doesn't expect a detailed 7-day AI itinerary but wants options and details to ease their planning. Also, people still rely on Google searches because embassies and visa processors aren't deeply integrated with AI platforms yet."
Managing Visa Rejections and Customer Expectations
Visas can be rejected at an embassy's discretion, and some angry customers have complained about Atlys online. How does the company handle expectations when outcomes aren't fully controllable?
"Consulates make the final visa decisions, and many customers understand this," Hegde says. "We've processed over 2 million applications, so we know application strengths and common rejection reasons. Our team includes former consulate and visa processing staff who understand the process closely. Yes, some customers face rejection, and people don't take it well. When rejections happen, we are completely transparent. We recognize the anxiety involved, as international travel is infrequent. Customers also want application status updates, so we've built real-time tracking tools."
Addressing Social Media Complaints
What happens when complaints from rejected customers accumulate on platforms like X and LinkedIn?
"Platforms like Twitter and Reddit often amplify negativity through algorithms," Hegde explains. "We process 99.9% of applications on time. Some believe escalating on social media yields results, and we acknowledge that. But our redressal process starts before customers go public. We have tools to gauge customer mood and predict when someone might leave our platform to complain externally. Once a complaint appears on social media, we ensure a response within 30 minutes. We use real-time flagging tools on X and Reddit to address issues promptly."
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