Penetrate to moving end and more scenes

to achieve growth

With the end of the 11 Golden Week, the 2014-year carnival of China's tourism industry has gradually begun to fall. During the national day, a total of 475 million visitors, compared to the 2013 National Day growth of 10.9%, to achieve tourism income of 245.3 billion yuan, growth of 15.7%. At the same time to achieve the growth of OTA and the user's contact, this year's National day, the three major tourism websites in the mobile phone end of the full spread of promotional activities, more users can provide channels from OTA booking special hotel, air tickets, enjoy subsidies, buy discount tickets, booking chartered service.

During the national day, Ctrip several major product line promotions, involving air tickets, hotels, tickets, free line, car rental, overseas travel and other fields. Users to download Ctrip mobile phone clients to book the highest return of 30%, booking tickets back to 10 yuan in cash, booking 2 days rental car service back to 60 yuan in cash, overseas shopping returned to 10%. For domestic tourism, outbound tourism, cruise lines and other fields also provide a discount coupons of unequal value.

Where to choose the most demanding business-tickets, 1 yuan tickets spread to more attractions, enjoy such a discount also need to use mobile phone booking. To the overseas market where to go also launched a quick rebate channel. Data show that 2013 Chinese outbound tourists have nearly 1.3 billion euros in tax.

The art dragon throws 200 million yuan for the hotel reservation user to provide the return, the mobile end user may enjoy the maximum 10% room rate subsidy, the Reservation Hotel train ticket also has the opportunity to obtain the 200 yuan red envelope. From the Mid-Autumn festival, the Art Dragon also offers hundreds of special 9 yuan rooms on a daily basis.

The effect is obvious. As of October 6, where to go net tickets produced a total of 535,000 Zhang, up from the same period last year 7.3 times times, of which the mobile end accounted for 71%. Through Ctrip to book the number of tours to 100,000 people, this number is 30 times times last year. Through this golden Week, online travel is more and more integrated into people's travel and even life.

Through the action and performance of the Chinese tourism Feast, you can also learn a little about the new layout of China's most influential online travel websites, such as Ctrip, where to go, and the Art Dragon.

The competition on the mobile side is still the main melody

The Battle of the mobile end of the year is white-hot in Golden Week. The mobile end becomes the main service portal for online tourism, and the PC end is more as the main diversion inlet and information supplement of the mobile end. In August this year, the mobile side of Ctrip has reached 200 million downloads, where the download volume is also in the same order of magnitude. Ctrip Hotel Business Department CEO Sun Maohua said that up to two quarters, the hotel reservation business, the proportion of wireless booking has exceeded 40%, between the night volume growth of 64%. Faced with a strong growth potential of the mobile end of the market, the big guys do not profit to compete for the market.

Ctrip in the travel, accommodation, attractions, car, shopping and other carefully cultivated tourism segmentation areas of promotional activities in the mobile phone client, even if the car is such as the return of the PC side also participate in activities, but also in the mobile end provides a higher amount of return. Where to go 1 yuan tickets and other special offers are also available only for mobile phone clients to book. Art Dragon is played "with different prices, mobile phone therewith cheap" slogan, the user book a 300 or so between the standard, you can get more than 50 yuan of return.

In June this year, Zhungchengsu also said

"Mobile phones must be a big trend, and the online travel industry will probably expand 3 to 5 times times, almost entirely on the phone." ”

Heavily, the three major travel sites are obviously hoping to smash a wide open market, attracting more users to the mobile end.

Increase the application scene and transform into a one-stop tourism service platform

An online travel user's use path is often to log in to where to inquire about booking air tickets, and then from Ctrip or art dragon on the determination of the hotel. It is clear that three of them want to draw their full range of activities to their websites through Golden Week and this year's series of events.

Air tickets, hotels, tourism products, such as the whole line of promotional Ctrip look forward to is such a scene. Users from the decision to travel (not just travel) at that moment began to use Ctrip services, from the client book hotel and traffic, whether it is air tickets, train tickets or car tickets. If you are planning to go abroad, just get the visa together. People with early preparation habits can be viewed from around the travel strategy, to understand the destination related information. In the itinerary, the user can learn from the food shopping where to eat fun, scheduled chartered, short-term travel services, can also be based on their own travel changes to complete the withdrawal and booking. Savvy users may also find the above products on the group buying channel.

In the hands of the resources have the right to speak of tourism, with heavy hand Ctrip is obviously more want to put the eco-industrial chain in all aspects of the holding. Since 2013, Ctrip has made a number of investments to establish a one-stop service platform. More than a year, it carried out as many as 11 investment mergers and acquisitions, the original single hotel, ticket booking business has been extended to include group buys, tickets, cruise, excursions, outbound travel, and so on a variety of product forms.

At present, Ctrip has a pedestrian travel, MA Honeycomb, 7 days chain, Donkey rating nets, fast Hotel butler, soft and good Thai, pine cone nets, passers-by, Guzhen network and other brands, a complete industrial chain first sight. Ctrip's merger plan has also gone to where the figure, the merger of things after nothing, Ctrip seems to find himself away from the monopoly seems to have only a vertical search engine distance. CEO Liang Jianzhang in early September, the foreign said, Ctrip in the future to all the business platform, into the vertical search field.

Where to go also want to do the same thing on the basis of huge flow, where to go to the client home page, users can also carry tickets, hotels, car reservations, view raiders, to participate in group buying. Unlike the Ctrip who buys everywhere, where to go is gradually strengthening their influence in a certain field. From 2013 onwards, where to gradually expand their own hotel business, according to the latest results in the second quarter of 2014, to where the net new contract hotel volume 72,000, direct Sales hotel network coverage growth of 77%, reached 165,000 hotels. No longer single rely on Ctrip, cattle, green mango, such as OTA to provide supplier resources. Hotel business development has achieved a certain effect, where to look at the ticket market is the fire. Golden Week strong push 0 yuan ticket activities, continuation and the same journey of the ticket war, snatch the ticket market.

Art Dragon's mobile end also provides users with special hotel, air tickets, train tickets booking services. In the latest version of the app, the user can according to the custom homepage function will the flight dynamics, the exchange rate, uses the vehicle and so on tourism scene service promotion to the homepage. Golden Week client booking hotel and fire tickets to send micro-letter 200 Yuan red envelopes, while consolidating the art dragon want to keep a good hotel reservation market, on the other hand is also expanding the market space is still sufficient train ticket booking business.

Ctrip to go international + high-end routes, where to choose Tts+ota, Art Dragon want to keep good hotel business

The difference between Ctrip and last year's Golden Week is that more global channels are being bought this year, as well as its 10% overseas purchases during the national day. With the depth of cooperation with Priceline, since the increase in body volume, the continued warming of the overseas travel market, as well as overseas visitors to China's growth has made Ctrip more energy in the internationalization. Japan, South Korea has opened a branch, but also through the acquisition of wind travel to North America.

Another signal of the continued growth of orders from the outbound and middle-end hotels is the overall escalation of Chinese consumer purchasing power and the expected service upgrades. The aforementioned high-end food and global purchases are aimed at people with relatively high incomes. In the tourism line to take the lead in the higher end of the cruise, first in July, August, the purchase of 3 cruise ships, and on September 23 issued a cruise ship booking platform. At the same time, Ctrip also in another high-end consumer point-golf began the action, August 21 Ctrip in Guangzhou to start a new business type "theme Tourism", and launched the "Love to play Golf" APP, officially into the golf tourism industry. Earlier, Ctrip's high-end travel company, Honghu, has begun testing the high-end tourism business. Users can be booked through the Honghu tour with first class, luxury hotels, special guides and other standard travel products.

Whether this is the ticket war or the hotel before the storm, where the action has touched the traditional OTA's big cake. Based on where to go network current traffic, do OTA business is quite competitive. Where to go. Internal data show where to go monthly independent visits to 45 million times, and Ctrip this number in about 30 million. Recently, the holiday department is also independent of the airline ticket, hotel, wireless division of the holiday division, let go where more ota amorous feelings. Considering where to go after the listing has been the loss of the situation, Tts+ota may be to go where is to explore the long-term development of the way.

Cheng Heng Dao won the love of the Art Dragon is the desire to compete for their own focus of the hotel market. Even before the national day OTA by the hotel industry collective boycott, demand to stop all return activities, still throw 200 million cash subsidy hotel reservation. The new app is also designed to emphasize the move-scene hotel reservation, reflecting its continued commitment to the Mobile hotel reservation market. The bad news, though, is that the arts dragon is experiencing high levels of change, and the impact of the changes at the senior level on the implementation of the art Dragon mobile accommodation strategy is also knowable.

Partial Living class service brings more imaginary space

This year during the Golden Week, Ctrip to the high-end food booking platform to provide a maximum of 30% rebate discount. Earlier this year in September updated version, Ctrip high-end food officially on the line, become the first high-end gourmet food guide and scheduled service platform to business guests, leisure and urban white-collar as the main customer base, filling the high-end Restaurant network reservation service blank. This means that in the user's local life, the travel app is also starting to have a reason to often open. And the group buying business, which started in the hotel group, began in April this year, where to upgrade the group buying business to the third-level menu after the air ticket and hotel business. Group buying range includes hotels, food, attractions tickets, short-term travel and other products. The same is true of Ctrip's group buying business.

In addition to the group buying business and local life services have intersection, where to go with the art of the recent online apartment rental service is also on-line tourism in the Life class service expansion, users can through their website for short rent, long rent and other activities.

As many people feel, the boundaries between travel and life are becoming blurred. Ordinary life can be a simple trip, travel can also be interpreted as another time and space life. It is believed that there will be more action on online travel in the local life service with higher consumption frequency.