Where does Ctrip go early to mid-Autumn Festival to promote OTA climax

Absrtact: Mid-Autumn Festival just passed, many workers feel the same as usual weekend. Many people in this year, the farthest from the national day of the Mid-Autumn Festival holiday interest dropped again, many travel agencies to reporters that in the mid-autumn long-term tourism market has long been suspended from

The Mid-Autumn Festival has just passed, many office workers feel the same as usual weekend. Many people in this year, "the farthest from the national Day" of the Mid-Autumn Festival holiday interest dropped again, many travel agencies to reporters that in the Mid-Autumn Festival long-term tourism market has long been suspended "Shine", never intended to do large-scale competition.

However, the small holiday has just become a short trip every night, especially the short distance free line, half free travel to the enthusiasm of the Mid-Autumn festival holiday to increase, become the main force of this round of travel. Ctrip, where to go online tourism enterprises (on-line Travel agent hereinafter referred to as "OTA") have exerting force, their respective big push promotional products, set off a small climax.

"This reflects, to some extent, the changes in consumption habits, we are no longer as obsessed with the past to see the scenery, but more looking forward to leisure-style travel, more economical and more personalized." "One industry insiders believe that the online tourism market under the two scenarios may just reflect the current tourism market, a change in consumption patterns."

Traditional travel agency: "Early to" mid-Autumn festival difficult to flourishing performance

Because of the 23 days apart from the national day, this year's Mid-Autumn festival can be called "the first in 38 years," the prevalence of fake travel in previous years difficult to implement, this clip in the summer and National Day 3 days long long holiday seems very embarrassing. A number of travel agencies in the interview that the mid-autumn product sales are indeed as expected, not fiery.

"Time is too short, a lot of people are planning to spend time at home with their families, too lazy to travel, because the time spent on the road may be more than play." "A travel agency staff told reporters, always keen to travel the old wide in this period of time are mostly unwilling to" grownups "," so we do not arrange what characteristics of the long-term tourism project, this year's Mid-Autumn festival tour lines to the province and the surrounding and Hong Kong and Macao excursions mainly. ”

Mr. Chen said that a lot of people around the 3 days as a period of recuperation, "I was so ah, the first day is basically sleep, the next day and friends to go to a farm, the third day back a little rest, ready to work, also quite substantial." ”

Many people in the reporter's random interview that this year's Mid-autumn holiday is basically in the surrounding activities, and more family travel mainly, "in fact, there are many good places in Guangdong province, islands, hot springs, ecological farms, are very suitable for short trips." ”

The more peaceful market also makes the price of the Mid-autumn festival difficult to fluctuate, even if the short trip is similar to the usual. This year's Mid-Autumn Festival and the provincial and Hong Kong and Macao travel price level is basically the same as usual weekend prices, and no significant gains. A wide tour and other travel agencies to reporters that some tourism products prices do not even rise and fall.

China travel Guangdong Company said that its mid-autumn tourism products prices and the same period last year basically flat, however, compared to summer, and most of the people in the province and surrounding areas of the holiday-type hotel through-train tours and self-driving tours mainly, the prices of these products and the same period last year, compared with the summer is about 10% of the fall. In the long term outbound travel has fallen by more than 20%-30%.

In contrast, the mid-autumn holiday in the province of the number of self-driving tour, the hotel, hot springs, scenic spots and other since the parade package sales are very hot. According to the Guangdong National Travel Statistics, a number of attractions close to Guangzhou are very hot, travel agencies registered a year-on-year growth of 40%.

However, because the mid-Autumn Festival is the last day of the holiday, most people's travel time is concentrated on September 6, 7th, the two days are expected to travel more than the usual weekend growth of more than 30%, thus forming a small peak of travel.

Online travel service provider: Personalized Services War "super Weekend"

Compared with the traditional travel agency's hearted, the online tour service provider is a strong, marketing tool, in the 3-day "Super Weekend" harvest is not small. A number of enterprises said that product sales "should be good."

"I plan to go out to play, not so rush ah, you can choose according to time free." "White Collar Xiao Liu's answer represents a lot of people's opinions, we have said that the future of this flexible small vacation or will become their main means of relaxing mood," do not have too strong purpose, relatively simple with the sex. ”

According to industry statistics, such a style of travel is constantly affecting the tourism consumption trend, the current number of free line is rapidly growing, consumers between the age of 18 to 40 years old, tend to freely select lines, design itinerary.

"In particular, the" Eight rules, "the value of this piece of customers further highlighted. The tourist market is gradually changing to the tourists. "An insider from an online tour trader told reporters that this group of visitors is no longer satisfied with a single model of the" simple ", but want to learn more about the culture and local people's lives, the quality of the line and the service is higher," so with the help of the online travel product portfolio, The idea of customizing our own travel products is becoming clearer. ”

Online travel giants to go where the network to meet the personalized needs of tourists, during the Mid-Autumn festival launched a "Super free line, 2 people can also regiment" activities, so that the public even if 2 people can also enjoy a group less than the regular price of 20%-30% travel agents for the mission price, further reduce the threshold

"There is no statistical data, but the sales of products is good, many people who have no clear plan of travel will choose to take advantage of product concessions to go out." The company's staff told reporters.

Ctrip also told reporters that the redesign of its tourism products is relatively successful, "we specifically designed to facilitate the ' fake ' travel products, divided into ' 1-3-day long Vacation ', ' 3-5-day long holiday ', ' 5-8-day long holiday ' and other categories, targeted to introduce concessions. ”

The company told reporters that the "fragmentation" trend of tourism groups is a problem for traditional travel agencies, but for online tourism companies is an opportunity, "3 days of holiday has become a hotbed of people's multiple fake, but also for us to bring a lot of tourists." ”

With the increasing number of free travel, the advantages of the online tour operators are constantly protruding. Their business has been basically covered by air tickets, train tickets, car, hotels, tourism, attractions tickets, raiders and many other aspects, passengers can be free splicing according to their own needs. "A tourism expert analysis that the relevant enterprises in each aspect of the concessions will be attracted to tourists, thereby increasing stickiness," it is the change in the consumption habits are constantly giving birth to a change in the pattern of tourism market, which in the Mid-Autumn festival during the long holiday is very obvious. ”

Wired famous travel expert Liu Simin:

"Small long Vacation" into the normal industry should be the early thinking countermeasures

Said the mid-Autumn Festival is meaningless, but in the current "holiday scarce" background, its value is actually not small. We can take the annual leave to make a holiday, so as to form a small golden week. Therefore, I personally feel that the mid-autumn festival want to travel is not less, perhaps even after the "51" small long vacation, the key to see how our travel practitioners to meet this demand, and serve these groups of people.

The emergence of online tourism enterprises in the network era, the traditional travel agency business has been impacted, especially in this small long holiday market, the business somewhat inferior, which also reflects the many traditional practitioners of this market change is not adapted.

Since the implementation of the new tourism law, the tourism market has gradually changed to the casual tourists. In recent years, as tourists more and more personalized experience, free line more attention. Residents tend to travel more and more daily, casual, weekend tours, around the tour will be more slowly, and become the norm. This is an unavoidable trend.

Of course, many of the travel agencies reflect the problem is also true, that is, the profit margins of the product may be thinning. Tourists to the surrounding tourism resources and environment, the traffic situation is more familiar, the form of tourism is normal and repetitive, so economic value, tourism experience is generalized. But if we do not want to give up the market, we should think about the strategy early.