Jinyang News Reporter Wu Shan: On the 9th, the 2016 China (Guangdong) International Tourism Industry Expo (hereinafter referred to as Tourism Expo ), the annual event of Guangdong tourism, opened grandly. Different from previous years, the largest booth this year was won by an online travel company (OTA). The travel expo was supposed to be a customer-grabbing tool for traditional travel agencies, but now it is quietly changing.
OTA challenges travel agencies: from online to offline
Compared with online travel companies, the advantage of offline travel agencies lies in organizing offline activities and tour groups. According to official data provided by the 2015 Tourism Expo, Guangzhou Travel Agency, one of the participating travel agencies, had a turnover of nearly 40 million yuan and more than 7,500 customers in just three days. Although, the turnover covers the total turnover of its Pazhou Tourism Expo booth + "Online Travel Exhibition Zone". For traditional large travel agencies in Guangdong, revenue from on-site booths at tourism expos undoubtedly accounts for the majority of Guangzhou Travel’s revenue.
However, the largest booth at this year's Travel Expo is no longer held by a large travel agency but by the online travel company " Tongcheng Travel ". Tongcheng Travel said that at this tourism expo, Tongcheng Travel won the largest booth with a booth area of 585 square meters, and provided more than 400 preferential travel routes. Tongcheng’s approach is consistent with its offline store layout in the past two years. It is understood that online travel companies , Ctrip, , and Tuniu, etc. are also actively deploying offline. Ctrip has three offline experience stores in Beijing, Shanghai and Wuhan, while Tuniu has more than 70 regional service centers in China. However, apart from Tongcheng, only Tuniu and Lvmama were among the large online travel companies present at this travel show. Wei Changren, CEO of
Jinlv.com, analyzed that online travel companies will develop faster offline businesses while vigorously developing online businesses. The offline layout is excellent, and it can also assist online, enhance competitiveness, and make its development space larger.
Travel agencies challenge OTAs: developing non-standard products such as air tickets and hotels
On the contrary, online travel companies have advantages in standard product areas such as air tickets and hotels. However, at this travel expo, they were challenged by traditional travel agencies. Nanhu International Travel Service, a travel agency alone, has launched more than a thousand flight + wine free travel combinations, including short-term outbound tours to Japan, South Korea, Taiwan, Thailand, Singapore, island tours, and even long-term tours to Australia, New Zealand, Europe, and the United States and Canada.
Nanhu International Travel Service said that in the face of the increasing popularity of independent travel, judging from the agency's booking situation, in the past three years, independent travel products have been growing at a rate of more than 10% per year. This growth is due to the convenience of visas and the development of online consultation on the one hand, and the improvement of the basic quality of tourists and the growth of personalized demand for tourism on the other hand. Therefore, taking the opportunity of the Travel Expo, Nanhu International Travel Service announced its full efforts to seize the independent travel market.
Industry insiders revealed that as store costs continue to rise, some traditional travel agencies have begun to shrink their stores. "After the contraction, it mainly develops online. For example, during this travel expo, many travel agencies are promoting online travel expos. Before, many travel agencies have already 'connected to the Internet'. For example, Guangzhou Travel Agency launched Yiqixing APP, and China Travel Service launched Mango Internet , China Youth Travel Service promotes , Aoyou.com , etc. Breaking through traditional group tours and developing independent travel products is in a sense an important step towards online development. "
The reverse development of online and offline has become today's trend. In the new tourism industry, competition for customers is becoming increasingly fierce. However, winning in this competition undoubtedly depends on quality and reputation. "After online travel companies are launched, they cannot win solely by price. The key is how to improve service efficiency and product quality." Su Feng, deputy general manager of South China region of Tongcheng Travel, said that Tongcheng Travel is transforming and seeking comprehensive online and offline development. .
