Comments: Tour operators competition area from hotel return to tickets, visas extension

Absrtact: [Competition for survival] in 2014, the price war between the tour dealers has been escalating, the competitive field from the hotel is further to the ticket, visa and other segments of the market extension. At the beginning of March 2014, the same Cheng, Ctrip, where to go, donkey mother and other travel electric dealers have launched a yuan door

Competition]

In 2014, the price war between the tour dealers was escalating, and the competition field extended from the hotel to the market of tickets and visas. Beginning in early March 2014, the same journey, Ctrip, where to go, donkey mother and other travel electric dealers have carried out "one yuan tickets" or "one yuan tickets return" and other low-cost promotions, and micro-letter, drip, fast drip and other mobile end of the cooperation to seize the mobile end of the entrance, seize the high ground of passenger traffic The other side of the matter, the traditional travel agency in OTA this regardless of the cost of long-term bombing, basically overwhelmed, travel agency this "single commissioned business" weakening the overall situation has been set, including tickets, hotels and other store reservations, has been gradually eroded. However, the industry also suggested that the traditional travel agencies can play the former "wholesalers" resource expertise, change the identity, and then become the electricity dealer's ticket and other resources "suppliers."

Selection]

"Smart Travel" has been the 2014 tourism industry's most bright changes, in particular, the travel power dealers scramble for "mobile client" booking and payment methods of change or seamless docking. With the development of new technologies such as mobile Internet and smartphone, the travel service of network and informatization is favored by tourists. Tourists have basically three strong needs, first they want to play like locals, second they want to save the full freedom to arrange the trip caused by a lot of trouble and uncertainty, and finally, they want to get preferential prices. If the market can meet the psychological needs of these audiences, it will be able to win the market.

[Manual Selection]

For 2014, "one dollar Ticket" is a close war. By Ctrip, the same process provoked the "one dollar ticket" activity should be a big hit, since then, the donkey mother, Taobao, Baidu, home network, such as also gradually began to go where also with the "0-dollar hot spots" of the activities to join the war; just started a competition between the tourist power station, but with the propaganda offensive and the effect is gratifying, More and more scenic spots also own propaganda "one Yuan ticket", such as Guangzhou Shawan guzhen town, Tianjin Hai Chang Polar Marine World, Fujian Nanping is a big, will "one Yuan ticket" connotation expands for "one Yuan package", carry out to all the scenic area of the city.

Ctrip covers more than 1000 well-known scenic spots, more than 30 provinces and cities, since July 2014 all over the "weekend one-yuan tour" of the upsurge, many scenic spots in a single day tens of thousands of people, heat even more than 11 golden Week. Ctrip's latest statistics show that ticket sales increase by as much as 8 times times, 70% is through mobile phone app booking orders, in the leisure holiday products, the highest mobility.

[Genetic variation]

From "one Yuan ticket" to see not only is the traveling electricity merchant and the scenic area interdependence, mutually relies on each other as "guard" the relations, also lets the industry see the ticket booking way change and the ticket economy innovation.

In this price war, tourists benefit most directly, the most significant reduction of travel costs, through the use of mobile phone terminals for "seconds kill" or "tickets, transportation, hotel" booking, directly changed the travel booking habits. For the cooperative scenic Area, especially in most of the nationwide visibility is not high, this is a complete "borrowing power" of the powerful propaganda. Similarly, the scenic area also with the help of this large-scale "booking", and jointly cultivate the visitors mobile phone mobile terminal booking, pay the habit of entering the park, at this level than the scenic spot unilaterally cultivate the market to be more effective. The third level, through the tourist advance booking of large data, scenic spots can do a variety of on-site security or material rationing, and so on, can also be based on the tourist "stay" of large data, analysis of the entire tourist market structure.

From this large-scale nationwide ticket campaign, but also reminded the scenic area, "ticket economy" unreliable, sooner or later unreliable, especially in the era of casual, more need to have a new marketing model and management of profit methods.