Leading travel services firms Expedia.com and Yatra.com are loosening their purse strings with close to Rs 100 crore being earmarked to be spent on advertising and marketing campaigns this year. 

While Expedia, the world's leading travel services provider said it will spend Rs 60 crore this year, Yatra has set aside Rs 30 crore apart from roping in ZenithOptimedia as media planning and buying agency. 

In a bid to woo Indian customers after its entry in India last year, Expedia has launched a 360 degree campaign -- One word for travel. 

"We have a plan to spend up to Rs 60 crore on marketing on Expedia.com this year," Expedia India Marketing Head Manmeet Ahluwalia told PTI. 

Last year the firm had launched an outdoor campaign -- Big Daddy of Online travel to announce its official entry in India. The company had spent around Rs 25 crore on the same. 

"After we announced the official launch of Expedia in India last year backed by the campaign, the total revenue has increased by around 200 per cent in 2011 compared to 2010," he said but did not provide absolute figures. 

"By the end of this year, we want to be one of the top three travel brands in terms of consumer recall," he added. 

Expedia has an inventory of over 145,000 hotels, more than 480 airline partnerships and over 5,000 holiday activities for the Indian consumer. 

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