What is the future direction of domestic travel agencies?

1, pursue customers' demands and find your own blue ocean.

In the fierce competition of tourism enterprises at all levels in China, the cost of traditional tourism products has been meager, and the market development effect is not good. Therefore, the best way out for travel agencies is to find export from traditional mass tourism products, take the demands of customers as the center, care about the real needs of customers, and develop products with great market potential and strong feasibility of redevelopment. For example, the rise of budget hotels focuses on consumers' pursuit of room cleanliness and convenience, while abandoning some products and services and creating a low-cost and low-cost profit model.

(1) separation mode

This kind of customers have a wide range, most of them are new customers, and they are very strange to travel agencies. They are picky, easily dissatisfied with the business of travel agencies, have low loyalty and bring low profits to travel agencies. Travel agencies need to manage them differently, subdivide customers according to market segmentation, and include customers who are suitable as the target market of travel agencies and have potential and may bring profits to travel agencies into the scope of customer relationship management. For the best target customer group included in customer relationship management, understand their perceived value and the reasons for dissatisfaction with travel agencies, reduce their transaction costs, improve their perceived value, create customer value through perceived service quality, improve customer satisfaction, and the relationship between customer perceived service quality and customer satisfaction.

(2) Customized mode

Customer relationship management with high satisfaction and low loyalty has high profit potential, but travel agencies have low loyalty and are easy to lose. How to retain some customers is the key. The basic goal of this customer relationship should be to establish customer loyalty by providing customized products that can improve customer satisfaction and retention rate. Establishing customer database through customer relationship management. The rapid development of e-commerce has built a platform for customization mode. Travel agencies communicate effectively with customers through the Internet, collect and understand customer preference experience, and establish a customer database on the basis of understanding individual customer needs, preferences, consumption experience and consumption behavior. When the customers in the customer database reach a certain scale, customers will be subdivided, from one-to-one customer relationship management to large-scale personalized customer management, from one-to-one customization mode to mass customization mode. The basic process is as follows: establishing a network platform-communication between travel agencies and customers-collecting customer preference information-one-on-one customization service-sorting, analyzing, classifying and subdividing information-launching mass customization service.

In reality, most travel agencies do not have this ability, because most travel agencies are small in scale, low in level and few in customers. Travel agencies should take the road of scale. With the development of tourism, travel agencies began to transform. Grouping and scale are the only way for travel agencies, and customization mode will be the inevitable choice for travel agencies to create customer value.

(3) Cooperation mode

Cooperation mode needs mutual trust and high cooperation between travel agencies and customers, and needs the combination of interests of travel agencies and customers. Customers who are second to this level of customer relationship management have high satisfaction and loyalty to travel agencies and have full trust in travel agencies, which is the basis of cooperation. Travel agencies are familiar with customers' consumption behavior after collecting empirical data of customers' preferences; After purchasing a series of products, customers have improved their satisfaction with travel agencies and become loyal customers of travel agencies.

Travel agency products are intangible and tangible products, and customers have strong perceptual value for such products. Customers can only predict whether the products they want to consume are valuable through perception. If they don't trust the travel agency, they can't buy travel agency products, especially the new products launched by the travel agency. They need to have full trust in the travel agency before they are willing to try new products. Travel agencies carry out targeted product promotion by grasping satisfied and loyal customer information, communicate and cooperate effectively with customers, and constantly improve products according to the feedback of experimenters, so that products can better meet customers' needs and reflect the value of customers' creativity. In this interaction between travel agencies and customers, travel agencies constantly create customer value, increase corporate profits and create corporate value.

(4) Communication methods

Every enterprise is constantly losing customers and regaining customers, but whether the enterprise loses customers or wins customers, whether customers are satisfied with the enterprise is the key. Customers with high loyalty to travel agencies but low satisfaction may lead to the loss of loyal customers.

Travel agencies should not only master customer information, but also pay a return visit and investigate customers, and constantly maintain the relationship with customers. In the return visit to customers, collect and retain customers' opinions and suggestions on travel agencies, collect these opinions and suggestions, sort them out, and give a reply until customers are satisfied; Through investigation, we can collect the potential needs of customers, develop new products, find new markets and attract new customers. In the continuous communication with old customers, we can not only make old customers feel concerned, but also meet their potential needs, eliminate their dissatisfaction with travel agencies, hold social gatherings or give small holiday gifts when necessary, thus deepening the feelings between travel agencies and old customers, making old customers feel respected and completing the process of customer value creation.

2. Rebuild the market and industrial boundaries.

Ctrip. Com, which has gained a huge market share in the tourism industry in recent years, is a model of value innovation and reconstruction of market and industry boundaries. We have found a new way from the Red Sea of tourism enterprises and created a new mode of combining tourism industry with Internet industry. Its success is a milestone for the tourism industry and the Internet industry. The future development of travel agencies is inseparable from tourism e-commerce, and customized and personalized travel services will be the future development direction.

3. Implement differentiation strategy.

The differentiation strategy requires travel agencies not only to develop different kinds of products for a specific market, but also to adopt different marketing strategies for different customer groups, to be different from the existing product content and models, and to highlight their own characteristics. For example, innovation can be made in marketing channels, and online stores of tourism supermarkets and tourism products can be established to cater to the needs of large-scale netizens neglected by traditional enterprises. 4, the pursuit of cost leadership

Through various ways to effectively reduce costs, low-cost can enter the market at a low price to expand market share, and providing products with the same price and heterogeneity in the market is more conducive to improving profits. Cost leadership can improve personnel efficiency through training and other measures.

4, the pursuit of cost leadership

Through various ways to effectively reduce costs, low-cost can enter the market at a low price to expand market share, and providing products with the same price and heterogeneity in the market is more conducive to improving profits. Cost leadership can improve personnel efficiency through training and other measures.