A new pattern of five traffic entry forms in China's tourism websites

According to the "2010-2011 China online travel booking user Behavior Research Report" published in August, and the "main source of online tourism web traffic" published by Analysys last month, the data show that Baidu, Google, where to go to the Web, Tencent and Sina Weibo to contribute nearly half of the travel site traffic.

The situation of five traffic entrance of China's tourism website is formed preliminarily. The five entrances, Baidu lead, Google followed, to where to travel search engine, Tencent and Sina Weibo occupy about 4% of the share. Among them, where to go online and Sina Weibo has become a new source of concern.

Figure 1: Art Dragon website traffic source TOP5 ratio-August 2011

Source:cn.alexa.com

Figure 2: Ctrip station flow source TOP5 ratio-August 2011

Source:cn.alexa.com

With the number of Chinese tourism websites and the growth of product services, traffic competition has become the core element of tourism website competition, and tourism vertical search engine and micro-blog has become an increasingly important part of the traffic channel of tourism websites. According to the figures shown above, where to go to the net, Sina Weibo and Tencent contributed to the flow of Ctrip are 4%, 3.1% and 2.6% respectively. Compared to the source of the flow of Art Dragon, where to go, Sina Weibo and Tencent, the proportion also reached 4.1%, 2.9% and 4%.

In the travel product supplier's reservation, the vertical search engine has played the huge role, for example, also from the Alexa data, goes where the network for the domestic four big airlines one's Hainan aviation official website contributed 19.5% the traffic, far surpasses the Google , one of the leading budget hotels in China Jinjiang Inn Hotel official website from where the traffic accounted for 4.7%, also more than Google, showing the huge potential of vertical search in the field of tourism.

From Internet users, the first half of 2011 growth rate of more than 100% is micro-blog and network Group purchase, micro-blog growth of 208.9% per cent, June 2011, the number of users reached 195 million people. User is the basis of marketing, micro-blog development and growth, led to the emergence of related marketing methods, this is Weibo marketing, microblogging platform has undoubtedly become a tourist destination to establish brand image and promote product sales of important channels. As of July 8, 2011, the provincial and municipal Tourism Bureau opened a real-name certification Sina Weibo number reached 296, including 30 provinces and municipalities nationwide, and the opening of Tencent Weibo reached 190, involving 28 provinces and municipalities in the country. Tourism destinations have begun to pay attention to the impact of micro-blogging marketing, through micro-blogging to build and expand local visibility.

Traditional tourism into the network is an opportunity for change, and the wireless network services will become the second opportunity for change, the existing market pattern will be in the process of transformation of subversion. So the traffic scramble for travel sites also applies to wireless platforms such as mobile phones and wireless internet infrastructure including 3G handsets and smartphones. At present, China has 680 million mobile phone users, of whom 330 million are wireless internet users, but the proportion of 3G smartphone users is only 1/5, the industry has developed up to three years. The current stage is an important product development and channel construction period. Ctrip April 2010 in the industry launched "Ctrip wireless" mobile Web site, consumers through the mobile phone login, can be in Ctrip mobile phone online booking flights and hotels, access to the same service with the traditional booking channels, and realize the overall management of personal information. From where to go the network data show, where to go Network wireless client air tickets, hotel search volume has reached 10% PC-side, and ticket output is also at a monthly rate of 100% growth, which also confirms the previous Baidu financing for wireless investment in the field of planning. With Cheng 3% of the predetermined amount from WAP and client, mobile travel