What is the development status and prospect of hotel reservation OTA industry?

The rapid rise of online tourism is inseparable from the rapid development of tourism. Tourism is considered as one of the sunrise industries in China in this century. With the implementation of the new round of economic reform and the improvement of urbanization rate, the number of tourists has gradually increased, and the per capita tourism expenditure has continued to rise. Tourism is expected to become a pillar industry of the national economy.

China's tourism industry has developed rapidly in recent years, and the scale of tourism revenue has continued to grow. In 2009, China's domestic tourism revenue was101836.9 billion yuan, which increased to 2,627.600 billion yuan in 20 13 years. During 2007-20 13, the compound annual growth rate was as high as 22.5 1%, which was much higher than the domestic GDP growth rate in the same period. In 20 14, domestic tourism revenue exceeded 3 trillion yuan for the first time, with a year-on-year increase of 15.36%. By 20 15, the tourism revenue will further increase, reaching 41300 million.

With the rapid growth of tourism revenue, there is also per capita tourism expenditure. In 2007, the per capita expenditure of domestic tourism was 482.65 yuan, and then it increased steadily. In 2009, the per capita expenditure increased to 535.42 yuan, and then the growth rate rose rapidly, reaching 730.99 yuan at 20 1 1 year, the highest year-on-year growth rate, and then rose steadily again. In 20 13, the per capita expenditure exceeded that of 800 yuan.

Behind the rapid growth and development of tourism, there are also many problems and many black industrial chains. There are complex stakeholders behind these phenomena, such as illegal car use, black tour guides cheating customers, manufacturing and selling fakes, local government corruption and so on. The existence of the black interest chain not only damages the rights and interests of tourists, but also destroys their play experience, which is not conducive to the long-term sustainable development of tourism.

The reform of tourism needs to be followed up as soon as possible. Only by breaking these chaos can the tourism industry develop at a high speed and healthily. The added value of tourism accounts for a large proportion of regional GDP, and local corruption may be involved behind the relevant interest chain. Therefore, through reform, it is not only beneficial to tourism, but also in line with the country's determination to fight corruption.

Online travel in melee

Domestic online travel websites have developed from more than 300 scuffles to Internet giants Ctrip, Alibaba and Xinmeida. Ctrip has successively participated in or acquired Tuniu, Tongcheng, Yilong and Qunar. And won the first place in the industry in one fell swoop; Ali's self-built platform, GO, attracts OTAs from the third camp, such as Tuniu and Mama Donkey, and at the same time attracts traditional travel agencies to cut in from the upstream of the sales model of hotels and air tickets; The merger of Meituan and Dianping will definitely catch up with the hotel, tourism and transportation ticketing business in the future.

With the rise of leisure vacation and parent-child travel, the whole online travel market has been growing. According to the data of "20 16-202 1 China Online Travel Industry Development Prospect Forecast and Investment Strategic Planning Analysis Report" provided by Prospective Industry Research Institute, in recent years, the online travel market in China has maintained rapid growth, and the market transaction scale has increased from 60/KLOC-0.9 billion yuan in 2009 to 2282 in 20 13 years. In 20 15, the online travel trading market in China exceeded 400 billion yuan.

With the rapid development of online travel, there are also many problems such as homogenization of products and services, lack of obvious characteristics, and low user stickiness. In the online travel satisfaction survey published by Beijing Consumers Association mentioned above, we can see one or two things. The regional development of online tourism is unbalanced and the process of internationalization is slow.

In addition, the commercialization of online travel platforms is generally difficult, and the profitability of websites has been stuck in the throat, and the revenue problem should be solved as soon as possible; The technological development and changes of Internet companies themselves are also important factors. The improvement of technology will bring the improvement of integrated information and products, and bring users a better experience.

Analysis on the Development Prospect of Online Tourism

The development of tourism is related to many industries. With the support of the government, the development prospect is extremely broad, which can be proved by the amount of investment. In the first half of last year, the national tourism investment actually reached 3 billion yuan/kloc-0.8 billion yuan, up 28% year-on-year, which was/kloc-0.6 percentage points higher than the growth rate of the tertiary industry investment and/kloc-0.7 percentage points higher than the national fixed assets investment. This means that tourism investment is still in a steady upward trend.

Tourism continues to develop at a high speed, and online travel will also benefit from it. Although the total transaction scale is growing rapidly, the penetration rate is not high. In 20 13, the penetration rate of online tourism was only 7.7%, and it was 8.9% in the first half of 20 15, which means that there is still great potential and development space for online tourism in the future.

Online travel users are mostly distributed in first-and second-tier cities, and the penetration rate of cities below the third line is low. But the competition in first-and second-tier cities is fierce. In the future, efforts can be made to lay out cities in the third tier and below, so as to provide new market space for the development of online tourism in China, make the coverage of online tourism wider and benefit more users.

The growth point of online travel in the future depends on online air tickets, hotels and holiday businesses, especially with the fiery development of holiday travel and parent-child travel, the hotels and other businesses that make up it may usher in explosive growth. Forward-looking Industry Research Institute predicts that by 2020, the total transaction scale of online travel market will exceed 650 billion yuan.