Three major pain points in custom tourism O2O practice

Wen/Liu Zhaohui (co-founder of the Tourism, billion European network of experts, consultants, starting Baidu Hundred)

Customized tourism is based on the needs of tourists, tourists as the leading tourist product consumption patterns, tourists can according to their preferences and needs of customized itinerary, choose their own want to experience products and services. This model because of the tourist and service demand directly linked, so to go to the intermediary obvious, tourists demand thousand people face and lead to its standardization obvious. To mediate the full integration of the Internet, but to standardize to a certain extent, is anti-Internet form, this pair of contradictions will affect the development of customized tourism for a long time, the resolution of the contradictions to the extent of the degree of harmony will determine the number of custom travel players can go far. The best solution to this contradiction I think is O2O practice, but the current custom tourism in several types of major forms (high-end customization, personalized customization, reverse customization) in the O2O deepen the implementation level there are still three major pain points.

First, the high-end custom O2O does not receive the atmosphere

When it comes to high-end travel, many people associate it with "Custom travel". At present, the concept of high-end customization at home is not less, such as the "Yao Yue" in the Cyts, Honghu Travel "miracle Travel", Ctrip "Yi-Tour" and so on. However, the domestic high-end custom tourism O2O generally do not meet the atmosphere, the price and the service pain point is: 1, the price is expensive; 2, for the super high-end user design, the potential but the existing scale is limited, 3, line-oriented, market decentralization, 4, failed to achieve real customization; take Cheng for example, In 2012, it began to launch high-end customized products, a collection of Hong Kong Yong ' an tourism, Taiwan easy Travel Network and other Taiwan resources, in April 2012, strategic investment, "too beautiful" travel, its Web site on the national set off Tour team, the price of basic 5 digits, 19000 yuan is "Start price", Eighty thousand or ninety thousand yuan or even 100,000 yuan above the price accounted for a high proportion. According to Honghu introduction, the current private custom travel in the ordinary travel agencies accounted for the proportion of sales is not high, only accounting for 5%~10% around, asking more, into a single less. The market is still in its infancy and has not formed a scale.

High price, experience is generally such high-end custom tourism, the crux of the problem lies in the ability to control the resources and O2O line part of the service chain, compared to the United States A&k,tauck, UK Grammy and other direct control of the destination resources and line of various services in the high-end custom travel companies, Domestic high-end tour stay in the fight High star hotel and first class, luxury cruise wheel and other hardware, experience level and service details there is a considerable gap, the line under the first O short plate obvious.

In addition, the O part of the high-end custom travel line, the site has been just a showcase window, not really play a role. High-end custom travel line can not really do with offline interaction, and not fully utilize the Internet's interactivity and offline ability to enhance service. For example, visitors through the page can be a good choice of consumption, fully self-help under the single and then to the offline experience, consumption. (see billion European network June 27 text "China's high-end tour how to do---O2O is the right way") in fact, to achieve complete "high-end custom travel O2O" is a very difficult thing. First, the tourism enterprises should have a professional operation team, the ability to integrate and deploy resources, and can control the line and offline interaction between the various links to truly O2O.

Second, personalized custom tourism O2O scale into a sleepy

Custom tourism and scale is not contradictory, when tourism consumption upgrades, personality experience demand exuberant, scale is not impossible. But the customization of the personality is relatively small. Although the private customized tour is based on different guests to create different products, but there are some in the market to meet the needs of tourists personalized theme. The current comparison of fire from the classification of tourism types have golf, polar travel, helicopter photography, tropical rain forest, Honeymoon Theme tour, at the same time, but also for the purpose of health, recuperation fitness, self-cultivation-oriented retreat meditation, medical travel and so on.

such as the name of excellent Xiang International, Caesar Tourism launched the medical trip, Yunnan and Tibet high-end private custom Shangri-La Sun Lin card high-end travel service features destination personalized tour, and combined with Feng Xiaogang's namesake surreal launched a "private order" theme tour. But this kind of personalized custom travel takes the travel agency as the main force more, in practice O2O aspect also has the natural short board. Some of the online travel agencies have congenital defects, the line of some service links travel agencies can do better service, but in the custom travel of its pain point is also very obvious: 1, under the Line manual service is heavier, the scale faces the big cost pressure; 2, the line operation cycle is long, the feedback is slow, 3, the price relative with regiment slightly high, the situation is embarrassed. These factors determine the O2O of personalized custom tourism.

To excellent Xiang International as an example, according to its own published data: 8 years since the establishment of the cumulative number of services 2,500, according to the medical tourism industry characteristics and customer consumption level, you can estimate the annual income of excellent Xiang should be maintained at 1-1.500 million, annual profit of about 20 million-40 million. This income level from the volume of the view is not high, indicating that the medical tourism competition, although the cake is growing, but to cut the cake more and more people, such as gifted Xiang has the advantage of personalized customized tourism to establish the size of the advantage is still relatively difficult, not to mention after the entrants?

Third, the reverse custom travel O2O roots

Recently saw the MA honeycomb in the proposed use of large data to do reverse custom O2O, according to its UGC content "contains a wealth of information, and the most valuable information is data, the use of large data can know what users need to help offline resources to find the most accurate users, such a" reverse customization A complete O2O closed loop is formed. The huge user, the massive information, the accurate data is the core competition of the leech honeycomb.

There are a few things in this "blueprint" for describing the O2O logic of the leech-cell reverse customization: Tapping some of the main products, but too personalized and generalized information often let tourists information overload, it is difficult to find valuable information; the structural way out of valuable information lies in the structure and network of PGC and POI, which is the attempt to do so. But the user needs to use large data to match and find the precise user's reference I think some great leap forward.

In fact, there is a link in the process of tourism services landing problem, there is no mention, do not know how to O2O? Tourism is the online service process experience and online information consumption, reservations, reviews, such as the combination of O2O mode, only to find offline customers even O2O under the line of the circle has not touched it! In this description, the UGC content, which is represented by Ma Honeycomb, ignores the difficulty of large data realization and the innate genes lacking in the content company's ability to implement the reverse customization O2O mode, and rashly reverse custom O2O is undoubtedly roots, source.

Can the custom travel O2O scale?

Custom tourism high-end, personalized and even reverse customization O2O not can not do, high-end customization potential, personalized to small and beautiful, reverse customization O2O use large data also have a future, may be a long time. The custom traveling O2O must take the large-scale road, the way and the practice must distinguish from above several custom traveling O2O practice, certainly also has this pattern own pain spot. In order to realize the large-scale O2O of customized tourism, combined with the characteristics of Chinese market and tourists nowadays, we need some key elements: high end of pricing, customization of various links, product relative standardization, flexible policy of customization, integration of tourism key resources and the mode of controlling the resources under the line.

I have "custom travel" as the key words in Baidu Search bar to do a search (August 25 22:00), in the first is the holiday sunshine, the second is the Honghu Yi Tour, the third is the world travel agencies are not with the regiment, the fourth Beijing Youth Travel Service, the five is the way cattle, sixth is the main outbound travel world state. To search for the first ranking of the holiday Sunshine model for example: its custom tourism O2O practice is closer to the scale of play. In order to be more specific, I combined with its official website information on the holiday Sunshine model to do a general refinement so that readers can more intuitively understand this model.

Holiday Sunshine Business Map

First look at its official website will find that it has hotels, air tickets, attractions and even catering entertainment services and even video, such as platform mode, but in-depth understanding of the characteristics of this model is "car Guide." According to its official website introduction: "68 cities have been provided with customized tourism services, the number of individual products has reached more than 4W, providing 68 cities travel chartered service, equipped with more than 8,000 high-end models, providing 108 city private guides, services, with more than 3,000 licensed multilingual guide.

From the integration and layout of offline resources can be seen that holiday sunshine is not a pure online company is not a travel agency, products on the "Car Guide" as a resource entry point to the tourism service "food and live travel shopping" in the key Link "line" on the split link products to achieve standardization, the overall product realization of personalization. The integration of tour guides ' resources strengthens their O2O practice in service links, because in the tourism experience link in the human factor is very important, the car through which the "swim" factor strengthens, the holiday Sunshine model online next O link found the key point, the line O part currently has the PC side, the mobile Web page and the app, The next key is to see how interactive, take the guide as an example, Holiday Sunshine launched a tour guide Rob single, comments, to serve good or bad to reflect the value of the tour guide mechanism, this mechanism integrated guide resources, in the "new tourism law" after the implementation of the guide was forced to do a good job, but the corresponding mechanism can not keep up with the enthusiasm of the practitioners, The holiday sun Reset mechanism is a useful attempt to integrate the extremely decentralized national tour guide resources difficult. Chartered is also a big market, with the state of Peer-to-peer car rental model policy on the pressure, integration of car rental resources of the mode of survival corresponding to a large number.

But the pain points of the holiday sun pattern also exist: first, the integration of "car Guide" needs to have follow-up funds to quickly seize the market, car rental, the field of competition is fierce, this market has a giant to enter, can be "car Guide" binding mode to quickly open custom tourism O2O market is its face test. The second is the arrival of the mobile era holiday sunshine embrace the speed and firmness of mobile internet, tourism O2O and mobile end of the combination of the general trend of the future, all tourism companies will face O2O practical challenges, perhaps this is not just a holiday sunshine face problems.

Whether it's high-end customization, personalized or reverse customization, there are pain points in O2O practice, but at the same time also have a certain development space, can realize scale is not necessarily the option, after all, small and beautiful or all-inclusive is just the choice of different enterprises, for the user to achieve O2O the greatest significance of the deepening of the product is good, good service , the user is actually very simple, contented enough, to the enterprise to do these four words need to continue to innovate to do AH!

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