Where to? Strong push hotel The cause and consequences of TTS

Recently, http://www.aliyun.com/zixun/aggregation/36385.html "> Online tourism market phone-in four, industry bosses have joined the price melee, not lively." Vertical travel search where to go because of the recent strong push hotel TTS has been resisted by the public Ota, and even the collective from where to go offline. Since the art of dragon nets, mango nets and the same way network, such as large OTA collective offline after the event, where to cause the media and the community's extensive attention. So, where to go why is it so urgent to push hotel TTS? Why do many OTA manufacturers resist so? The following author from where and OTA manufacturers two-way analysis to where OTA collective offline events.

Where are you going? Push Hotel TTS when online booking market big price fight?

I think where to go at this time forced to promote hotel TTS, on the one hand because of their own preparations for the listing of pressure, on the other hand, want to strengthen the platform of discourse.

Where to go online in May 2005, as of November 2009, to where the net completed a total of 27 million U.S. dollars million dollars in financing. June 2011, to where to announce the strategic investment of Baidu 306 million U.S. dollars, Baidu accounted for 62% of shares, become the first major institutional shareholders.

Rumours of a restructuring of the organization's structure to prepare an IPO have been spreading since the beginning of 2012. Where to? At the end of 2012, the high level also confirmed the internal structure adjustment, said where to go has divided air tickets, hotels, wireless three business departments and innovation department, and the preparation of listing matters, specific according to market conditions.

Earlier in the industry, considering that Tencent shares the art dragon, Baidu to where the investment, as well as "overlord" Ctrip, online tourism market or will enter a new round of fierce battle status. 2013 Online booking industry price war also confirmed that this analysis is not unreasonable, capital participation let the online tourism market accelerated fermentation, industry bosses are also exerting force, trying to occupy a favorable position in the new round of the industry.

As to where to go for the listing, the online travel market is becoming more competitive and the company must expand its business and increase its revenues to maintain its high growth rate.

On the other hand, although where to go now the market share is second only to Ctrip, but for the platform on the product but not too much discourse power. Before TTS, OTA vendors put their products on the Internet, users in the price page, click "Booking" to jump to Ota's own site to complete the next payment and other follow-up operations, where to play the role of the equivalent of the shopping platform, just charge advertising fees, in the product pricing does not have too much power of speech. If the merchant uses TTS, where it can be combined with the market conditions corresponding adjustment pricing, where to go in the line tourism market competition is beneficial. Remember Ctrip CEO in 2011 also said, where is just a tourist search engine, with ctrip such online booking agent (OTA) is not comparable. Is this speech a poke in the heart of the pain?

Combining the two factors, where to force promotion hotel TTS seems less difficult to understand.

Why are Ota's boycott? Hotel TTS?

First of all, or above, in the absence of TTS, OTA will own products where to go online, user booking settlement behavior occurs on their own platform, OTA only need to pay to where the corresponding advertising fees can be. If you use Tts,ota to where to go online products, user booking product behavior is completely on the platform where to complete, where to send the resulting orders to OTA. Throughout the process, the user's information has been completely retained in their own system, which is equivalent to OTA from advertisers into suppliers, or not to make a supply commission but to pay advertising fees suppliers.

More let Ota confusion is, where to self-marketing, direct marketing, distribution three models coexist. In the parity page, we can also see where to go directly to sell the hotel products, where to buy sales of the hotel products, hotel proprietary 23451.html "> Hotel products and OTA distribution of the hotel products. Since it is parity, but also to where the platform, of course, where to go self-marketing products occupy the best opportunity.

Where users go online to find a hotel, such as the choice of Ota price, and click on the reservation, enter the OTA in the TTS reservation page, fill out the personal booking information, enter the payment process (prepaid hotel), payment completed, money into where to go to the net account, where to go to the net generally 7 days for the cycle of periodic settlement to Ota, And for the user to follow the development of the ticket services by OTA to provide, if the guests choose to check out, the business needs to first refund to the user, to the settlement cycle, where to go to the flat to OTA settlement. So where to go the net can be a huge deal of water to stay in their accounts on the 7 days, the follow-up refund also need to advance the merchant, because often in the refund when the merchant has not got to where to settle the money.

From OTA's point of view, boycott where to go hotel TTS is inevitable, who is willing to spend money not to please and always ready to be a sucker?

In general, where to go this time push hotel TTS is too rude to take into account the interests of OTA, and want to push them into their TTS system in a pushing way. So far, neither side has made better progress. I anticipate where to go and all the OTA will continue to cooperate in a better way, and where will temporarily compromise to appease OTA. Where to go will not give up these OTA cooperation vendors, OTA is not willing to give up completely to where this platform, cooperation and win the cause can not end.