Online travel enters a cross-border era

Absrtact: Chinese tourists who go abroad in the 2015 are more and more hungry, they need no longer just to take part in a tour through one or another hot spots, and no longer content to go to Leicester and duty-free shops on every trip, those sold on the online travel platform

"The Chinese tourists who went abroad in the 2015 have a higher appetite, what they need is no longer just to take a tour through one or another hot spots, and no longer be content to go to the shops of Leicester and duty-free stores on every trip, and those ' machine + wine ' free line products sold on the online travel platform are also beginning to be regarded as Huo. "said Hong Wei, president of the Tourism China region. According to the latest data analysis, as the United States and Japan take the lead to relax the visa threshold for Chinese citizens, people to apply for national visas more and more convenient, 2015 will be personalized in-depth travel overseas year, online tourism will therefore enter the Cross-border era.

The latest survey by the tourist group found that Chinese users ' demand for in-depth travel and quality of tourism has increased significantly, with more than 50% per cent seeking to improve the quality of tourism and leisure, and are willing to spend more on hotels, catering and entertainment rather than shopping. And nearly 70% of respondents want to set their own pace and control the pace of travel. Only 19.4% of users are willing to go for a few more sights. For the beach, gourmet tour, self-driving, cruise, historical relics, local cultural experience and other thematic tourism projects, the user's willingness is more than 30%, higher than last year's survey data of about 10%.

Customized tourism products, new lines, new locations, avoid the popular scenic spots personalized itinerary, will be welcomed.

The rise of characteristic tourism

The survey found that Chinese respondents also showed a significant higher interest in some of the characteristics of tourism: ecotourism, medical tourism (such as cosmetic and physical examination), health resorts, education and training tours, overseas study tours, outdoor sports, etc. Show that Chinese people's interest in overseas tourism has shown a trend of diversification and theme.

"These features are very small, but because social media has narrowed the distance between users and online travel providers, the long tail market has been able to break through more geographically and gather enough users, so it's a breakthrough for many startups," he said. "Hong Wei said.

The theme of distinctive characteristics of overseas tourism projects have always been not the strong points of online tourism, therefore, as people for the String-style overseas tourism gradually dissatisfaction, start-up companies and vertical tourism platform ushered in a huge space for development. Hong Wei that the 2015 tourism Cross-border electricity dealers will be very hot. Anyone who can sell to Chinese tourists the unique and exclusive travel products that meet the needs of Chinese tourists will have a chance to master the opportunity.

People for the online tourism platform to provide "machine + wine" free line of products has gradually emerged, especially the language ability, high frequency, well-informed white-collar people need to have characteristics, cost-effective products, while they work busy, can not like the poor tour of the family to do everything themselves. Therefore, customized tourism products with special features, new lines, new locations, and avoid the personalized itinerary of popular scenic spots will be welcomed. This is undoubtedly for those start-up companies, vertical online tourism platform is a big positive.

In the second half of 2014, there have been a number of start-ups focused on the development of overseas free line depth products have been financing, these companies specialize in providing overseas popular tourist tickets, personalized experience products such as helicopter tours, sea cruise, wine tours, outdoor exploration and so on. But how these startups can organise a lot of features that meet the needs of Chinese tourists is not an easy thing to do.

A significant increase in the willingness of Japan and the United States

Surveys show that Chinese tourists are keen on countries including the United States, Japan, France and Australia. In the 2014, users ' willingness to travel to Japan and the United States was significantly higher than in 2013, which has a certain relationship with the relaxation of visa restrictions in both places. Travel to Japan for the second consecutive year in the annual survey of tourism to gain popularity, it is not only the most popular tourist destinations, but also the most willing to travel to many of the depth of travel destinations.

Hong Wei that the willingness of our residents to travel abroad and China's diplomatic situation has a great relationship, in recent years and China's diplomatic turmoil in the Philippines, Vietnam, and Malaysia and other countries after the events of the Malaysian Airlines have ranked the lowest degree of willingness in the camp.

71.6% Chinese respondents said they wanted to travel with their children in 2015, and that their parents wished to share their happiness with their children. The best destinations for family travel abroad are Japan, Australia, Taiwan, Thailand and the United States. Parent-child and family travel in the domestic and foreign tourism in the proportion of the share will be more and more.

Family outings are focused on three areas: service facilities, safe and non-stop flights. It is generally necessary to have good hotels and resorts for children. Among them, children's playground, parent-child activities and outdoor experience are the minimum requirements for family outings.

Mobile end popular Hyper-expected sharing channel micro-trust

One of the highlights of the online travel industry in the 2014 is the popularity of mobile-end bookings. The current 40% of travellers ' purchases come from the mobile end. 2014 "Double 11" and "Double 12", the major tourism sites in the mobile phone end of the full launch of promotional activities, from the mobile network Terminal Reservations hotel, air tickets, buy discounted tickets, booking chartered service. With Cheng 2015 New Year's Day holiday holiday booking has nearly 80% from mobile clients. Hong Wei said that the mobile end of the booking decision time is shorter, the conversion rate is significantly higher than the PC side.

Share the travel experience, users choose micro-letter (accounting for 78.4%), far more than 8.5% of micro-blog. Other channels can be said to be insignificant, including mobile phone application sites such as on the road, bread travel, user sharing will be almost zero. This shows that mobile phone-side share travel has become a common trend, but the app is clearly unable to match the micro-trust, the micro-trust of a single big momentum may be difficult to change.