Where to? NET: Direct marketing does not harm the tourism business management challenges

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Earlier this year, the Arts Dragon and Ctrip carried out a series of low-cost marketing competition and the war of words is full of controversy. The industry is that the two major big fight and price war is not a healthy way of competition. Traditional hotel reservation distribution mode, the hotel needs to carry a certain amount of commission to the network middleman such as Ctrip. This means that the seemingly low prices behind the price is actually consumers need to dig a certain amount of "intermediary fees." Relevant data show that the current success of the booking by Ctrip is usually 15% to 20% of the room price, which shows that the price of the hotel is actually a lot of room for decline, just to better sell their rooms, and have to pay the Distributor commission.

This type of distribution, improve the cost of the hotel does not say, for consumers, also did not get the lowest affordable prices. Although it is now more convenient, compared to the offline booking also has a price advantage, but if the online distribution channels do not provide for hotel sales and customer bookings more obvious advantages and convenience than offline, for the development of online hotel booking industry, Ctrip this distribution channel monopoly, not conducive to the healthy development of the industry, Also for hotels and customers have a certain adverse impact.

While the channel monopoly of Ctrip is constantly being questioned, Taobao, to which network, Pat, such as large consumer platforms such as online travel, such as airline tickets, hotel reservations and other aspects of the strong intervention, using their own advantages for hotels, air tickets to provide direct sales platform, so that the hotel and customers directly face, do not income from any booking commission, The cost of the hotel has been greatly reduced, which has a more significant advantage over the distribution platform to reduce the price and attract more users. In particular, vertical tourism search portal to which network new into the launch of the hotel direct sales platform (http://hotel.quna.com/), breaking the existing online booking hotel Booking Commission mode, to do free direct sales to the hotel and do not need to pay any commissions to the net, as long as the hotel has a website, where to go ( www.quna.com) real name registration after the approval can be published on their own online hotel prices, hotel room type and availability of information and based on room sales real-time adjustment, maintenance, where the registered hotel can directly display all of its products and services, and consumers direct bargaining until the completion of consumption. Go to which net direct sales platform currently does not charge the hotel any cost thereby saves the cost, gives the hotel more profit space. It also brings more affordable prices to consumers, expands occupancy rates and ensures room accuracy. This bold direct marketing model is the dream of all hotel operators, it will also become a tool to break the monopoly of Ctrip channel.

Perhaps it is Taobao, where to go to the strong launch of the site direct mode, so that Ctrip felt an unprecedented pressure. Not long ago, there is news on the Internet: the author of the deputy vice president of the bombing Hotel ticket blind Direct: the scourge of tourism. It can be understood as a harbinger of the Ctrip counterattack model. In this article, Ctrip Vice President Zhungyuxiang that hotels and airlines blindly direct sales will not be conducive to the development of tourism industry, he also appealed to relevant departments to guide this, to avoid such "generations industry, enhance consumer costs" approach to harm the tourism industry.

Really, as Zhungyuxiang said, does the direct marketing model really harm the tourism industry? Distribution mode Indeed, by providing a variety of value-added services to reduce hotel promotion costs, while improving consumer satisfaction with the service, still has a strong vitality. However, the current online distribution channel monopoly in the tourism industry is serious, basically all the distribution channels are Ctrip, such as several large tourism sites monopolized, the actual hotel, air tickets and other reservations from the Commission is still a considerable number. On the contrary, the direct sale platform does not charge the price advantage brought by the Commission to make up for the promotion cost increase, the profit is compared with the distribution mode will be improved.

Where to? Direct sales platform combined with search engines to provide consumers with high-quality cost-effective travel search services to help users choose to meet their own personalized needs of tourism products or services. This high-profile launch of the hotel direct business has been clearly in the "Hotel channel" for the idea, not on the future or with Ctrip is inevitable. The price rationalization of competition between direct selling and distribution is undoubtedly a good thing for consumers. Distribution Vitality is not reduced, but the direct sales momentum is strong, at present, direct marketing has become a fashion, although not a trend, but can not deny the possibility of its trend, the so-called harmful to the tourism industry is more like a deliberate attack on the hotel direct, in the future, direct sales will bring a great impact on the distribution platform, A new pattern of change is inevitable.