Travel agency e-commerce encounters bottleneck industry expects deep communication

Tuniu Travel Network and Youyi Travel Network, which are mainly based on line products, have made large investments and expanded rapidly, which makes traditional travel agencies feel the threat while also seeing opportunities. How to pass...

Tuniu Travel Network and Youyi Travel Network, which are mainly based on line products, have made large investments and expanded rapidly, which makes traditional travel agencies feel the threat while also seeing opportunities. How to combine traditional resource advantages with e-commerce and achieve better development is a question that many travel agency CEOs are thinking about. The 2011 China (Changzhou) Tourism E-Commerce Conference will set up a special travel agency to invite travel websites and traditional travel agencies to discuss the development model of travel agency e-commerce.

Travel agencies started e-commerce back to ten years ago. They were the first traditional companies to join the tide of website construction. At that time, the travel agency website could be regarded as a larger and more comprehensive line quotation. Such a simple mode of moving product information to the Internet can hardly bring valuable customer conversions. Many travel agency executives have gradually forgotten what their website domain name is.

With the emergence of tourism e-commerce platforms such as Tongcheng and 51766, travel agencies have discovered new channels that can bring business to themselves. So they have joined different platforms, some are peer-to-peer B2B platforms, and some are online store platforms for direct visitors. These platforms solve the technical problems. As long as someone knows how to upload product information and leave a phone number, the travel agency will get a good advice from the intended customers. These platforms have developed rapidly because of the participation of travel agencies, and travel agencies have found themselves trapped in excessive dependence on the platform.

The business model of search engines such as Baidu has made the travel agency know something about a search engine. Looking at a single competitor to advertise on Baidu, more travel agencies finally couldn't help but join the search competition of search engines. As a result, the search click cost of tourism has risen rapidly from three to five cents per trip to three or five yuan or more. The travel agencies that first made Baidu search ads are now very much worthy of the money at the time, and now everyone finds that search engine advertising has become a job for Baidu. Not investing in customers, investing no profit, this is the confusion of many travel agencies.

The person in charge of a travel agency in Sichuan said: "Before the Baidu advertisement was only used to compete with local counterparts, it is nothing more than to see who can make up their minds. Now, like the Tongcheng.com and Tuniu.com, these capital-rich travel websites are in the position of us. They don't care about the cost, we can't hold it."

There are still winners in the fierce competition. A few travel agencies have increased the construction of e-commerce teams, improved the technology and design level of their own websites, constantly optimized the user experience of the website, and began to pay attention to the effects of various advertising and conversion rate analysis. Some travel agencies have even gradually shifted their business development focus to the Internet, but at the same time, many e-commerce departments of travel agencies have seized this opportunity to start their own lives. Independent travel websites have sprung up. These websites may be behind a travel agency, or they may be a department or even one or two people.

The Internet market is developing rapidly. When traditional travel agencies are still struggling to increase Baidu's advertising efforts or simply stop, the new terms such as Weibo, SNS and group purchases are swarming. "I always feel that there are many opportunities in these new things. I also know that I can benefit early, just like Baidu can make money. But these things are a bit far from our travel agency, and I don’t understand what to do." The boss of a travel agency in Hangzhou, which has more than 100,000 in Baidu, has revealed such confusion.

In fact, what makes traditional travel agencies more confused is how to become bigger and stronger. When the Tuniu Tourism Network began to distribute in major cities, some of the local big travel agencies did not agree. They believed that Tuniu’s offline resources were not as good as them, but now they deeply felt the threat from the cattle. “They can use e-commerce to achieve such a large scale in a few years. We have been a travel agency for 20 years. How can we do more underneath, but we feel that there is no good way. Although we also know that tourism and e-commerce are an opportunity. However, these travel websites can get the traditional travel business by digging a few people at our travel agency, but our travel agency doesn't know how to build an e-commerce team like them."

The head of the 2011 China (Changzhou) Tourism E-Commerce Conference, Fang Zhilv Power, pointed out that the online travel market is now highly competitive, but it also shows that the market is huge. "Travel agencies should not consider the issue of not doing e-commerce now, but should improve their e-commerce operational capabilities as soon as possible. The tourism e-commerce conference is to build such a learning and communication platform, I believe there will be many traditional travel agencies with e-commerce. Gorgeous turn. The future online travel market should not be just the world of travel websites, and traditional travel agencies have great opportunities."

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