Tourism enterprises to accelerate the march of mobile power companies

Source: Internet
Author: User

November 28, held in Wenzhou, Zhejiang province, "2012 China Tourism New Media Marketing Conference", China Internet Association Secretary-General Lu Wei said, according to relevant data, as of the end of June 2012, China's online booking flights, hotels, travel formed a user scale has reached more than 42 million people, netizens use rate of 8%. From the market scale, China's online tourism market transaction size, in the first half of this year amounted to 76 billion yuan, in the third quarter is up to 48.8 billion yuan, an increase of 28%. With the rapid development of mobile internet technology, mobile payment, short message service, location service and other mobile business applications in the tourism industry, the application of more popular.

Although the concept of "intelligent tourism" has been put forward for many years, the real implementation is difficult. Shang, director of Shandong Tourism Information Center, for example, 2011, Shandong Province, all scenic spots through the network sales tickets accounted for only 0.22%, while the electronic tickets compared to the traditional use of paper tickets is even less pitiful, the future market space is huge.

According to the China Internet Network Information Center (CNNIC) data, as of the end of June 2012, China's mobile phone users up to 388 million, mobile internet access to 72.2%, more than desktop computers. According to the data from the Eric Consulting, China Mobile's internet market will reach 97.6 billion yuan in 2012, 148.3% in 2011, and China Mobile's internet has developed rapidly and has great potential.

Abroad, according to a Google and Ipsos survey of smartphone use, the global smartphone penetration rate has reached 52%, of which 43% of users study tourism products through smart phones. Nielsen, a well-known institution, showed in its May 2012 survey that app use in the U.S. was growing at an overall rate of 84%, while the travel-related app usage was the fastest growing in all industry apps, at 116%. With the popularity of smartphones, mobile opportunities run through the entire journey to the end of the journey.

Tourism is the activity of moving. Nowadays, the handset terminal has become the user daily travel essential communication tool, but the terminal intelligence unceasing popularization, also for the travel industry to enter the mobile internet to provide the good environment and the user Use Foundation, the handset convenience and the localization has brought the characteristic additional value for the traveling. Information Communication tools Mobile and Tourism seamless link, for online tourism enterprises, is the "money" of the new nuggets, tourism "electronic" is imperative.

Shang said that before the scale of the smartphone, tourists to the destination of physical consumption in the network information level is a fault, but with the constant popularity of intelligent terminals and mobile Internet, the current fault has basically disappeared, with the attendant is a more extensive business model. The so-called destination entity consumption is the real consumption on the level of ticket, shopping, catering and so on. For example, the use of two-dimensional code as a carrier can be tourists in the tourist attractions of the process of series, so as to achieve closed-loop marketing management and services.

Online travel has 4 typical links, such as querying, booking, payment and sharing, the ideal way for mobile users is to solve the whole process requirements through mobile devices. For example, a user needs to book a hotel during the trip, he uses the mobile phone to inquire to nearby hotels, after viewing other user's recommendation and the comment to lock several of them, searches through the client to one has the cheap buys, therefore quickly orders the purchase, after the order through the handset payment succeeds; The user through the mobile phone to share the hotel photos and check-in experience online, for other guests reference. Imagine if any one of the links with mobile phone can not be achieved, it will lead to experience the chain of rupture, making the transaction is not smooth or even suspended. Therefore, the realization of the whole process of online tourism coverage is the embodiment of the competitiveness of wireless products.

In these 4 links, payment is the biggest challenge. Compared with PC payment, the development of mobile payment is not mature, and the security and convenience of payment is the main concern of users. Previous data show that the conversion rate of mobile phone search is far lower than the PC search, but the hotel conversion rate is higher than the PC search. According to analysis, payment is one of the important factors, because the ticket booking needs online payment, mobile phone payment is not mature to become the primary obstacle to booking, and hotel reservations in addition to some special products, usually the front desk to pay, the user through the mobile phone can not pay on the worry.

In recent years, the rapid rise of the mobile E-commerce market has brought a new round of development opportunities for the aviation travel industry. According to China E-commerce Research Center Statistics, the first half of 2012, China Mobile E-commerce market volume of 18.31 billion yuan, is expected to 2015, China Mobile shopping market size is expected to exceed 250 billion yuan. According to the Alipay company statistics, the current payment treasure Wireless payment transaction number of 1.5 million pens/day, and PC payment volume ratio of 1:9.

According to Alipay statistics, this year, the airline travel enterprise access Alipay mobile faster payment than last year increased by nearly 4 times times. At present, including Taobao Travel, Air China, Southern Airlines, HNA, where to network, art Dragon, such as home, Han Court, 7 days, such as aviation, hotel enterprises, access to pay treasure mobile fast payment services of the airline enterprises from 30 last year, increased to more than 180.

Facing the brand-new market, the Aviation Brigade has entered the mobile electronic commerce domain. Air China, Southern Airlines and other airlines have issued wireless client software, but to achieve user purchase payment, but also need wireless payment platform support. "In the past, most of the wireless applications in the air travel market can only realize the information query function, and this year many of the airline companies to achieve the payment link, it means that the mobile E-commerce market real start." "A company in charge of aviation business said.

China E-commerce Research Center survey showed that 60% of smartphone users, hope that in the course of business travel can be anywhere through the mobile phone, online booking tickets, hotels, restaurants, attractions tickets, to pay, a key microblogging share, with lbs positioning surrounding business Travel information query function, And not just see the information display and query function.

Hanlinu, vice chairman of HNA Travel Industry, said its tourism, tourism finance and IT companies, will jointly launch the national "Smart Travel Integrity Tourism" system solutions, including tourism E-commerce Platform program, scenic electronic passport, two-dimensional code tickets, intelligent terminal Tourism Platform program, tourism clearing settlement platform, A card scheme and a tourism social platform program.

Dr. Yang Yanfeng, of China Tourism Research Institute, said that the development of "intelligent tourism" will greatly improve the efficiency of business management, service, marketing and the convenience of tourists, and promote the transformation and upgrading of tourism industry. The essence of "intelligent tourism" is the application of modern information technology in the tourism industry, tourism information resources through the form of cloud computing into the Internet, tourists through portable terminal equipment to actively perceive the relevant information of tourism, can realize the quick arrangement and adjustment of tourism plans. "Yang Yanfeng said.

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