Travel Website Association vacation Behavior Analysis Report

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Travel Website Association vacation Behavior Analysis Report
Earlier this month, elong, the domestic online tourism leader, announced a moratorium on its holiday business, dedicated to its mainline business. Small and medium-sized online travel companies want to take the baton from their hands, they must understand the user's demand for online holiday bookings. On this issue, the Travel website Association conducted a questionnaire survey:

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Typical User description:
User A: Female, 26 years old, holiday in their life is very necessary, every year will use holiday to spend holidays, often through travel agencies to understand the holiday information, for the first trip will choose No shopping tour as a way to travel, for two times to choose the way of free line. Through friends to understand the destination, travel information, focus on newspapers, television travel information. Often use the network, the use of Baidu keyword search related content. The main purpose of travel is leisure, to play mainly to eat as a supplement.

User two: Female, 29 years old, accounting director, very like the holiday, every year will take advantage of holidays, vacation to where not the purpose, as long as can relax, rest on the good, not a lot of attention to the attractions. Like the free line of the way, often on the online holiday products booking, the last few selected is Love Travel network www.youiyou.net, Golden Century Travel network www.jsj.com.cn, like to try new things. Usually use the network, use MSN and friends to negotiate vacation plans.

User three: Male, 32 years old, like a holiday, often use holiday to go out for a holiday, usually with colleagues to discuss vacation destinations, the destination is not very concerned about destinations, usually holiday to rest mainly, the process is more casual, do not pay special attention to a certain holiday spots, with the mood. Proficiency in the use of the network, often online search destinations related information, think the way to pay on-line is very good, very convenient.

User four: Female, 39 years old, travel/vacation in life is not very necessary, the main trip is to let children receive education, to cultivate children mainly, travel time is also in accordance with the child's time, the general choice of summer and winter vacation travel, for holiday products not a lot of attention, scheduled once, just very casual booking, Not paying attention to too much detail.

User five: Male, 33-year-old, often on vacation, usually with his wife to go on vacation, usually choose to travel to flourishing. For the scheduled holiday products are very meticulous, usually believe that some destinations more targeted sites, such as Zhangjiajie Travel bar www.zjjbar.com, customs holiday travel Network www.51756.com and so on.

User six: Male, 41 years old, often go out for a holiday, at least motions, time more independent, usually domestic tour will use the way of driving a car, think driving a car travel is a good way to travel, convenient, casual. Overseas tours usually take the form of self-help tours, which may be more expensive but autonomous. When you go overseas for a holiday, you choose to travel with a group, but you often encounter the situation of forced shopping, so in recent years, the way of self-help. Usually use the website, the television obtains the destination related information, often watches the CCTV "The traveling Vane", thinks the website visual impact is inferior to the television.

User seven: Male, 42 years old, more like a holiday, every year will go out for a holiday, because working relationship often travel, if like a place, vacation/travel will choose to go to, the general holiday is their own separate hotel and air tickets, and love Travel Network hotel reservation service is more satisfied. The information about the destination is not a lot of attention, just as a general look at the understanding. Think of vacation as a very casual thing.

25-35-year-old Users: Every year, the use of holiday holiday, usually use 51, 11 or annual leave for long-distance travel, sometimes the weekend will be the suburbs, usually on vacation for leisure, relaxation, but the holiday is sometimes limited by time. The destination information is more concerned about, usually before the trip will be more detailed view of the destination information, formulate a general plan of travel, choose a more reasonable price of holiday products. Often use the network to find information, can be more skilled use of the network, the information requirements of the comprehensive, reference e China Travel Network www.elhx.com and other destinations such as the introduction of the site.

36-45-Year-old Users: More independent time, travel experience is more abundant, holiday process is more casual, the destination information is not a lot of attention, usually a general understanding can be. The use of the network is not very skilled, so like to choose targeted sites, such as Art Dragon Www.elong.com, Golden century www.jsj.com.cn, love Travel network www.youiyou.net, Ticketing World Travel Network www.pwtx.com Hotel ticket booking, search Group Travel network www.sotuan.com, travel through the www.17167.com holiday services. Usually the purpose of travel is more clear, like to try new ways of travel, mainly consider their own experience, even if the cost is higher, will choose to make their own satisfaction with the holiday products.
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Ii. Main results:
1. User attitudes towards vacation/travel
83% of users think that holiday is very important in their lives, they also enjoy the holiday, mainly leisure and relaxation. Every year will use 51, 11 and annual leave to long-distance travel, usually also use the weekend to travel around. For the first time to go to the place will choose No shopping group, for two times to choose the way of free travel, generally go abroad for a holiday usually choose to travel with the group. Usually travel time is scheduled during the holidays, with two users taking primary consideration of their children's holidays.

2. User Operation network Behavior pattern
61% users directly use Baidu keyword search, search keywords include "travel", "XX (destination name)" And so on, and then browse according to search results, will be useful information saved to favorites, 27% like to use such as "Baidu Know Zhidao.baidu.com", " E Tour World Travel Network www.eu169.com "such as forum class interactive website." There are 12% of users who will enter the name of the site frequently logged in the Address bar.

3. Vacation Destination Selection/determination process
40% of users will choose to go to places they have not visited before, most of the users will have a plan to visit the main attractions of the destination, 30% users in the choice of vacation destinations will take into account the cultural factors of the destination, such as the security of the destination is guaranteed. 20% of users will consider places that are instructive to their children. 10% users will consider taking a vacation where they have friends or relatives. Most users will consult with friends/family, depending on the purpose of the trip (leisure, shopping ...). First determine the direction of the destination, and then discuss together to finalize the destination.

4. How to get information on vacation
99% of users will use the network for vacation information to find, most users choose to use search engines to search for relevant information. 25% of them think that TV is also the main way they understand information, such as the central two of the "travel vane" is very good, the site's visual impact is not as TV, but the TV flashed over, both can be combined. 30% of users also get travel-related information through travel magazines. 50% users believe that the introduction of friends, recommendations can also provide a very rich and useful information.

5. Customer demand for holiday products
(1) The determinants of users ' choice of holiday products
The time schedule for a traveler, the site provides a reasonable price for a holiday product, whether the prices of the holiday products provided by the website are transparent, whether the itinerary is in line with the user's travel plan, whether the hotel provided satisfies the user's expectation, whether the actual conditions of the hotel are in accordance with the introduction of the website, the location of the hotel The specific time of the return flight, the reputation of the travel website, the service of the website (such as the service attitude of the operator), etc.
(2) Users ' choice of tourist attractions
Most of the users will be concerned about the destination's special sights before they travel, and plan properly. These attractions are mainly through the friend recommendation, the network, the television recommendation and the destination characteristic and so on obtains. 20% users will choose the educational attractions for their children, 47% users think that the freedom to relax the holiday, as the attractions should be determined in accordance with the mood, there is no need to go to a certain place.
(3) The information that the holiday product should contain
Users think that the most basic holiday products is the ticket + hotel, and the price information should be transparent, that holiday products should indicate the discount of different time tickets, travel/return flight time and other details; Hotel selection should indicate the distance from the attractions, the hotel to the attractions of the way, hotel room type can be in accordance with the needs of users for many times screening, different room types of price differences, the location of hotels and so on. 60% users think that holiday products should also include the destination guide in time for the destination weather information.
(4) Requirements for additional services
Most users want the site to provide a wealth of service information, 20% of users think that the best service to provide more features, and this information is best to have a more detailed description, introduction. Users can control their own needs of the choice of additional services, can mix and match, to be competitive, more user-friendly choice. Some users value convenience, some users value concessions, information to be transparent, add the ability to unsubscribe additional services. Users want additional services including destination traffic information, travel costs, insurance and specific insurance content, provide self-driving tours, car rental, tour guides and so on.

6. User's attitude towards "credit card payment"
40% users do not use credit cards to pay the way, the network transaction is not very safe; 30% users put forward credit card payment method is good, more convenient, to the art Dragon more trust; 50% that the holiday products should be scheduled to use such as Taobao "Alipay" that is, the third party to pay the way, it will be more assured.

7. The process-behavior pattern of the user's scheduled holiday products
Users will use the Internet or friends to collect information about their destinations after they have identified their destinations, then according to their own needs in the site to choose their own vacation products to book, the usual process is: 1, select the number of people; 2, determine the departure date and travel days, 3, the choice of the hotel; 4, the choice of the flight; 5, Focus on things like diet, entertainment, and special attractions to make a rough plan for your trip; 6. Fill in the necessary information. Most users generally believe that the current site to provide a holiday product ordering process comparison habits.

8. User's demand for the holiday products provided by the website
48% users think that the home page should provide some hot holiday products, including some recommended countries and city rankings, etc., and for these hot products should be on the home page to provide more detailed product information; 30% users think the home page should provide search functionality, including the use of keywords for holiday products classification, But the classification must have a navigation, such as according to the provincial classification, etc. 12% users suggest destinations can be guided by holiday spots. Most users believe that the home provides a clear destination, including what features of holiday products and price comparisons.

9. Users ' demand for the choice of holiday products
All users want to be able to provide a predetermined process of free change during the scheduled process, and use color to indicate the difference between the selected steps. Hope that the site to provide more vacation products, hope to be able to provide such as food, accommodation guide and other destinations related information and local customs introduction of the destination. Hope to be able to provide a variety of hotel options, clearly indicating the price of the hotel, the comparison of different prices. I would like to have a recommended schedule hope to be able to make their own itinerary to give evaluation and suggestions; I hope that the introduction of holiday products and scheduled process is separate, I hope that the site can provide the destination time weather information, hope to be able to provide "room filter" function, not only a layer of screening, hope to be able to screen layer. The reasons for the difference in price of different holiday products should be clearly identified. Hope that flights can choose, if the flight is full, hope to have a hint, hope that flight information real-time display, different flights should be able to show the price difference and comfort level, should be the change of information to express clearly, the price of the flight should be able to list.