Vertical search engine becomes the important flow entrance of ticket hotel direct sales

As airlines pay more attention to network Marketing and E-commerce, online direct sales as an important marketing channel has been rapid development, from the recent share of traffic data, in addition to always occupy the mainstream of the general search channels, vertical search engine has become an important flow of direct ticket entrance, Other worthy of attention also has Weibo and Tencent QQ entrance, this flow pattern also shows the aviation official website can choose the diversification channel direction.

From the development of the situation, there is no doubt that the Art Dragon CEO Cui judgment-in the user-training stage of the online market, distribution to direct sales instead has a promotion, direct marketing and distribution of the contradictions in a specific period to achieve a wonderful harmony.

(i) ticket booking is becoming the mainstream of online consumption

According to the survey of tourists ' willingness to spend in the second quarter of 2011 years, the three tourism web sites served by tourists are: online booking (61%), online booking hotel (45.5%) and travel advice (44.6%).

(b) Online ticket market share is about 25%

CAAC figures show that 2010 China's ticket Market ticket volume reached 267 million, an increase of 15.8% than 2009. According to the International Air Transport Association forecasts that the next four years, China's international air passenger traffic will maintain an annual growth rate of 10.8%, thus becoming the world's fastest growing market. China attracts aviation boom.

At present, from the data published by the parties, 2010, Ctrip Annual ticket sales in more than 30 million, one-day ticket sales more than 80,000. Where to? The net's one-day ticket trading volume has reached 670,000, holidays and other peak season can reach more than 80,000. Since May 2010 launched the "Taobao travel" platform, as of August, the amount of air tickets to Taobao more than 10,000 daily. 2011, airline ticket Online sales volume reached 9.9 million, from the above data optimistic estimates, China's online ticket market share accounted for about 25% of the overall. With the continuous development of China's Internet and the increasingly mature e-commerce, online ticket market development space is huge.

(iii) The official website traffic pattern

Air China, Southern Airlines, China Eastern Airlines and other major airlines have increased the proportion of direct investment. At the end of 2007, Southern Airlines set up the information Center, and proposed 2010-year ticket direct ratio accounted for 40% of the target; in the same year, Air China spent more than 20 million yuan to build a global telephone sales service center; in 2010, HNA in where to open the flagship store sales tickets, airlines Direct marketing into the online ticket market

Airlines official website as an important channel of online direct sales, rely on search engine marketing SEM, search engine optimization seo and other tools to obtain enough traffic and user volume. In many traffic portals, the search engine has become the largest traffic entry, vertical search engine occupies an important share.

1 Hna Case: Search engine contribution HNA official website Traffic 59.47%

Data from the Alexa show that the October 2011 search engine for the HNA official website (www.hnair.com) to contribute to the flow of 59.47%, of which Baidu's traffic contribution of 22.37%, to where the net for 19.47%. With the increase of Hainan Airlines Network marketing, search engine market share is expected to exceed 60%. As the highest proportion of domestic online direct sales of one of the airlines, HNA hopes that the future of online direct sales ratio of more than 30%.

2 Air China case: Search engine contribution to Air China's official website traffic 49.12%

From the Alexa data shows that October 2011 search engine for Air China's official website (www.airchina.com.cn) to contribute to the flow of 49.12%, of which Baidu's traffic contribution of 22.8%, Google accounted for 16.9%, to where the net for 5.86%. Air China in recent years, in addition to increasing the route, but also increased the intensity of network marketing, the early morning of July 31, 2011, the new E-commerce website of Air China official online trial run.

3 South Airlines case: Search engine contribution South Airlines official website Traffic 48.82%

Data from the Alexa show that the October 2011 search engine for the Southern Airlines official website (www.csair.com) contributed to the flow of 48.82%, of which Baidu's traffic contribution of 35.92%, Google accounted for a total of 13.53% ranked in the top three.

4 Eastern Airlines case: Search engine contribution Eastern Airlines official website Traffic 27.01%

Data from the Alexa show that the October 2011 search engine for the Eastern official website (www.ceair.com) to contribute to the flow of 49.12%, of which Baidu's traffic contribution of 15.23%, to where the net for 8.62%, Ctrip accounted for 3.16%.

5 Mountain Navigation case: Search engine contribution Mountain Airlines official website Traffic 59.51%

From the Alexa data shows that October 2011 search engine for the mountain (www.shandongair.com.cn) to contribute to the flow of 49.12%, of which Baidu's traffic contribution of 36.9%, Google accounted for 14.28%, to where the net for 8. 33%.