In March 19th, the largest online travel service provider Ctrip Travel in Beijing issued in 2013 ten "boutique Tour" of new products. Based on the popular tours, creating differentiated "high-end experiential domestic travel" new trend, to meet the broad masses of consumption upgrade and personalized travel demand, goal is to become a $10 billion level national leading tourism group.
����Ctrip tourism released ten annual "boutique Tour" of new products
The travel that carry Cheng the released in 2013 ten major boutique tour of new products, including tea Wuyi, read the Jiangnan, Xuan Zang Road, crossing Qiandongnan, Shangri-La, Sichuan-Tibet, North Aurora, panorama through the Western Sichuan, Shanxi Gannan, eastern Tibet, seeking the secret link the essence of capital.
"Each line is to carry Cheng original, they are behind a moving story." Carry Cheng "boutique" trying to talk and storytelling, remolding the relationship between travel agencies, tourism products and target consumers, to achieve spiritual and emotional resonance. For example, have online launched "Zen tea Wuyi slow life experience", the product manager will tell a "foot diary" to communicate with customers: "we believe in the power of walking, so we arranged a tea producing area core region of the journey on foot, Xie Hui Yuan Temple yard and the mountain monk tea. We are in the line as far as possible to the fusion of humanity and be in a leisurely and carefree mood. Let the body and mind to slow down, to taste the living culture, smart landscape. This is our line of the original design, is also my understanding of wuyi."
"Boutique travel requirements of each product will lead visitors to discover a different china. The product development team resource control ability, innovation ability is a test, also need to travel more cost to support this kind of innovation. However, as the industry leader, Ctrip tourism will play this innovation task, in order to meet the national demand for tourism, leading the healthy and sustainable development of tourism market." Deputy general manager of tourism department business He Yong said.
In 2011, Ctrip tourism started to build high-end domestic tourism product, one that has been introduced by warm pursued, Ctrip, luxury train goods travel the Silk Road, grassland pride "Nadam" tour, luxury products such as record is hard to find a seat in an unprecedented grand occasion. Good feedback market makes travel agency saw great enthusiasm from national to explore the unknown local customs and practices, and the urgent demand for high-quality professional team service. In view of this, chase launched the upgraded version of "boutique Tour" series of new products.
"Boutique Tour" of the upgrade, the first performance in originality product; when the domestic tourism market competition is intense, product increasingly coessential change. And "boutique" for each line must be market exclusive original, Ctrip, once copied copied, you must exit the boutique. Because to do original, this requires a product manager to discover more unconventional resources, such as some beautiful scenery but the traffic entering is not convenient place; such as you are familiar with the city of a completely different new ways.
Secondly, "boutique Tour" of the upgrade is also reflected in the more emphasis on product experience; each product must have unique in-depth experience in travel arrangements, eat, live, travel, shopping, entertainment all levels must be unified around a theme design, and strive to give visitors the most thorough, unique experience. For example, in the "Zen tea Wuyi" products in order to increase the Zen, tea experience, will be specially arranged lecture Temple presided over the lecture, Masaama small species of black tea birthplace of visits, and visitors to see, experience Jinjun eyebrow production process and other high-end black tea.
Third, "boutique" upgrade is also reflected in the service quality standard, all tour guides boutique line of travel are required to be employed more than three years of senior tour guide, on the line, and the local culture are very familiar with, can give customers the most attentive service, part of traffic transfer more lines, even full equipped with senior leader, in order to ensure the whole trip experience to reach the best state.
����The traditional group travel challenges domestic travel calls for new products and experience
In February 18th, issued the "outline of national tourism and leisure with the approval of the State Council (2013-2020)", put forward in 2020 basically completed the construction of modern national tourism system compatible with the well-off society. China's tourism market will see significant changes, one is to relax, free to experience the characteristics of leisure tourism will usher in the explosive development. Two is the leave with pay directly pull is the mass tourism, personal travel demand will grow rapidly, business, unit package ratio will be reduced. Third, the tourism information and "wisdom travels" will become the main theme, online booking and online travel service will become a mainstream mode of national tourism and leisure.
Understand according to the reporter, Chinese tourism industry after thirty years of development, tourism consumption upgrade and individual self-help become two of the most prominent characteristics. To sleep on the train, get off to take photographs of the traditional tourist will be eliminated, by dying zero negative group mode fixed-point shopping rebate operation, market and consumer calls for new type of tourism products and experience, a harmonious relationship between remodeling of tourists, tour guides, travel agencies. The traditional tourist group is facing increasing challenges.
In the leisure tourism growing environment, personalized to meet consumer demand for tourism is especially important. Tourism resource and a destination oriented, serious homogenization of the traditional team travel market, should gradually to consumer demand-oriented; for different groups of people and interest of go on a journey of personalized subdivision tour form conversion, which especially has become main travel of the young group is the key to attract tourists. Deputy general manager of tourism department business He Yong said.
Therefore, Ctrip tourism from the perspective of consumer demand for team travel segment, the group differentiation, personalized scale on the basis of the classification system, the formation of new. For example, "boutique" meet the tourists to the unique tourism experience requirements, a private group, half self-help swims to meet consumer demand for tourism autonomy, privacy; according to the old, green (less) age discrimination, the honeymoon group, single group, sisterhood group, family travel, parents rest assured tours.; according to different consumer interest, to "play" as the characteristic, with the delegation, diving team, watch the group, shopping group, photography etc..
"A strong product development ability of original and IT technology integration operation ability, is the core competitiveness of tourism." He Yong think, in Ctrip tourism advantages, relying on the huge consumer data every year tens of millions of Ctrip customers, grasp the changing needs of tourists; through the application of tourism product innovation and information technology, gradually built up a tourist service system is a one-stop, can provide both the characteristics of large-scale, standardized distinctive and can meet the demand of the differentiation of quality products, let the customer "to swim" and reservation, tourists are simple and convenient security.
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