The Development of Online Tourism in China

As a representative of modern service industry, tourism has developed rapidly in recent years. According to the latest statistics released by the National Tourism Administration, the total national tourism revenue in the first half of the year was 20 1 1 trillion yuan, a year-on-year increase of 18%, far exceeding the growth rate of1%predicted at the beginning of the year. At the same time, online travel has been given a greater mission. Shao Qiwei, director of the National Tourism Administration, publicly stated that China will strive to realize the comprehensive informationization of tourism enterprises' business activities in about 10 years, basically develop tourism into a modern service industry with high information content and knowledge-intensive, and initially realize "smart tourism" based on information technology in this emerging world tourism power.

In terms of enterprise scale, a number of online travel enterprises with a scale of tens of billions will be formed, so that tourists can enjoy more professional, comprehensive and high-quality services. According to the latest results of Google Double Click Ad Planner in April, 2065438+00, although only two online travel companies, China-Ctrip.com and Qunar.com, entered the list of global websites TOP 1000, far less than the US 14, among the top ten most popular online travel companies in the world, China Legion occupies two seats, namely Ctrip.com ranked third and Qunar.com ranked seventh.

At present, the vast majority of online travel companies in the TOP 1000 list are listed companies. Among the top five companies in terms of market value, Ctrip.com ranks second in the list of online travel listed companies with a market value of US$ 6.255 billion, which is nearly/kloc-0.5 times that of Orbitz, a similar trading company. In terms of independent users, the difference between them is less than 50%. According to the forecast of China National Tourism Administration, by 20 15, China will become the largest domestic tourism market in the world. With the rapid development of China's tourism market, media websites that mainly provide travel search, travel comments and recommendations will highlight their huge market value.

Looking forward to 20 12, win-win cooperation, innovative booking mode and leisure vacation will be the highlights of development. In 20 12 years, the online travel booking market in China will present three characteristics:

Integration and cooperation. Mainly reflected in two aspects: on the one hand, the cooperation between online travel enterprises and upstream product suppliers is increasingly close and diversified, which enables tourism enterprises to better develop rich tourism products and services; On the other hand, the cooperation between online travel enterprises and platforms, portals and social media is increasingly rich, which can bring users coverage and seamless browsing and booking consumption to enterprises.

Booking mode innovation. Iresearch believes that the 20 12 online travel booking model will be further enriched. Specifically, with the further popularization of smart phones, deeper travel booking applications based on LBS will blossom everywhere, providing consumers with personalized booking experience anytime and anywhere.

Leisure vacation. Leisure vacation and scenic spot tickets are new areas of online travel industry in recent two years, with low entry threshold but high development threshold. It is necessary to continuously intervene and integrate the upstream product supply chain, optimize users' consumption experience, expand the network coverage of products and services throughout the country, and enhance customer service capabilities.