the pain points of group tour: time, group meals, popular routes of scenic spots, tourism and shopping ...
the pain points of self-help tour: accommodation, catering, transportation, and routes all take a long time, which is a waste of time.
after nearly 21 years' development, online travel started with the most standardized air tickets and hotel reservations, and gradually added more standardized products such as group tours and tickets with tourism industry characteristics. The above four categories are currently the four products with the highest market scale and Internet degree. Accordingly, other kinds of non-standardized products such as small traffic, non-standard accommodation, free travel and local play have become the main market opportunities for small manufacturers in the online travel industry.
? China's online travel market continues to get hot. After users' regular needs are met, self-selected and self-service vacation methods are more recognized by users. On this basis, local fun, weekend trips focusing on leisure and relaxation, and go on road trip focusing on freedom and depth are outstanding in the overall online travel market in 2115.
See the table below for the positioning comparison of Flying Pig, Tuniu and Honeycomb APP
See the table below for the function comparison of Flying Pig, Tuniu and Honeycomb APP
| Ticket | Hotel | Surrounding | Travel Customization | Social | Raiders | Free Travel |APP Features
----------------. --|-
Flying pig | | | |× | | | | | | | Outbound supermarket
Tuniu | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | UGC
in terms of navigation and structure, it mainly takes the homepage as an example to compare the homepage layout and visible menu bar of Feizhu, Tuniu and Honeycomb APP, so as to analyze their respective characteristics.
Flying Pig: From top to bottom, there are search bar, Banner, icon navigation area, text navigation, rolling news and bottom menu bar, with emphasis on outbound supermarkets.
tuniu: from top to bottom, there are search bar, Banner, Metor menu and bottom menu bar, and the home page is paved with Metro style function points, so it is not appropriate to highlight key points.
cellular: from top to bottom, there are search bar, Banner, icon navigation area, card marketing area and bottom menu bar, which highlight raiders and travel notes.
Use Flying Pig, Tuniu, and Honeycomb APP to order a tourism product, respectively, in order to order a free behavior case from Zhengzhou to Yunnan, and compare the interaction and experience problems among them in the ordering process.
In terms of process, as shown in Figure 7, Figure 8 and Figure 9, Tuniu, Ctrip and Qunar all complete the ordering process through five major steps, and they can all go directly to the tourism product selection list page through search. In the second step, Tuniu is consistent with Ctrip, and where to go in the second step mainly uses search.
In terms of specific pages, taking the product selection list as an example, Tuniu prompts more optional results, and more products can be selected on the same screen page. Ctrip is basically the same as Tuniu, and the page where to go is more complicated, with more interference items and poor experience.
? In other respects, the loading speed of Ctrip's opening pages is slower than that of Tuniu and Qunar, indicating that the pages are loaded with more contents and have not been optimized
There are similarities and differences in the visual and style of Flying Pig, Tuniu and Honeycomb apps, as follows.
Similarities: flat design, card and blank design, unified font
Differences: Flying Pig's design style is similar to Taobao's, with orange as the main color, and orange represents cheerful and lively colors, which is more in line with Flying Pig's positioning of young users; Tuniu adopts Metrtor style design, with green as the main color, and green as a common color in nature, highlighting Tuniu's fresh, comfortable and natural tourism service; Honeycomb is the same as flying pig, and it also uses orange as the main color.
Flying Pig: Transaction Commission+Advertising Revenue
Tuniu: Transaction Commission+Membership Revenue+Advertising Revenue
Honeycomb: Transaction Commission+Advertising Revenue
| Main Advantages | Promotion Mode
-|-|-|- There are many entrances | Taobao, Tmall, Alipay, Juhua, etc.
Tuniu | Offline Travel Agency | Celebrity endorsement, brand sponsorship, advertising
Honeycomb |UGC| Word of mouth, search engine
| Advantages | Disadvantages
-|-----------. br /> 2. Many entrances and large flow |1. It started late <; br /> 2. The offline strength is weak < P > Tuniu |1. Online travel product differentiation <; br /> 2. The quality of tourist routes is excellent and the service is excellent <; br /> 3. Low price in similar products |1. Late development, insufficient qualifications and insufficient market position <; br /> 2. Less user accumulation
cellular |1.UGC content is strong <; br /> 2. Tourism Big Data <; br /> 3. Free travel |1. The resources of the hotel come from a third party, and the operation of booking and unsubscribing is cumbersome <; br /> 2. Social interaction is not strong, and user stickiness is poor <; br /> 3. There is no itinerary customization function
Flying Pig, Tuniu and Honeycomb APP are all platform products in online travel products. Platform-level online travel products compete for rich services and functions, good user interface design and experience, rich business resources and good operation and promotion. Because Ctrip, Qunar's brand awareness is high, and the boss and the second child are married, it is more difficult for other tourism products to surpass, so the transformation of Flying Pig is aimed at the 81 s and 91 s user groups, focusing on overseas markets; Tuniu subdivides the tourist groups, aiming at the tourist routes suitable for different groups, and is more professional in the tourist routes; Based on UGC and tourism big data of its own platform, Ant Cell helps users make the best tourism consumption decisions from the perspective of free travellers.
with the increasing demand in the travel market, people are more and more inclined to travel independently. OTA's standard tourism products can no longer meet people's growing spiritual and cultural needs. As a travel information product, it has more advantages than OTA in providing customized travel services, optimizing and perfecting users' experience of matching scheduled products according to itinerary planning.
relying on big data can be used to pre-sell tourism products and optimize the allocation of supply chain resources. Various taxi and catering O2O services have developed rapidly, and these services are all important scenes of travel. Combining with O2O services, users' scenes can be expanded from pre-trip to travel, giving users a better experience and increasing more profit points.
References:
Analysys think tank: China online holiday innovation opportunity inventory report 2116
Analysys think tank: China online holiday tourism market research report 2116
Analysys think tank: China online travel market annual comprehensive report 2116
iResearch: China online holiday market research report 2116
Terminology explanation:
UGC: Creating content
OTA: online travel agent, which refers to online travel agency, is a professional term in the tourism e-commerce industry.