China’s online hotel reservation industry is fiercely competitive, gradually upgrading to multiple high-frequency and one-stop consumption.
Editor’s note: This article is from WeChat public number “California Think Tank” (ID: FMyanjiuyuan), author G3007.
Now, per capita GDP Near the $10,000, people’s living material levels are gradually increasing. Online hotel reservations are no longer tied to a single scene. Covering a wide range and involved in many fields.
In order to meet the diverse and diverse leisure and entertainment needs, online hotel booking users have also grown by a hundredfold.
The booking platforms of major hotels are also gaining momentum and the competition is constantly upgrading.
In the first half of 2019, the number of online hotel booking users in China continued to grow, and now it has reached a scale of 100 million. In the future, the scale of users in this industry will continue to grow, and the stamina will remain strong.
In this regard, in August of this year, Mobile Big Data Trustdata released the “Analysis Report on the Development of China Online Hotel Reservation Industry in the First Half of 2019” (hereinafter referred to as “Report”). The report analyzed the development status of the online hotel industry and pointed out the consumption of the industry. The age structure is undergoing a major shift and competition will continue to escalate.
Online hotel reservation development status
The report shows that online online hotel booking users continue to grow, reaching a scale of 100 million in the first half of 2019. The nightly bookings increased by 20% year-on-year and the scale was nearly 400 million.
Although China Online Hotel Reservation The market is huge, but the industry will continue to grow in the future, and the online rate will still have huge room for growth compared with developed markets such as Europe, America and Japan.
In addition, China’s online hotel booking supply side resources accelerated, the hotel room size will exceed 20 million in 2019.
In the first half of 2019, online orders for online hotel reservations continued to grow, and leisure vacation demand accounted for more than 30% of Q2 local orders.
The report said that the “new population of tourism” will drive the growth of hotel booking demand. In 2019, China’s per capita GDP is expected to exceed 10,000 US dollars. More and more tourists are opening up related consumption. From the “sightseeing tour” before 2007 to the diversified leisure travel methods, the demand for hotel reservations has been continuously increased.
User age structure has changed
The report shows that the number of online hotel booking users in China is tending to be younger. After 90s and 00, young users increased rapidly, accounting for 39%. After the 90s, the first time after the 80th, the user growth after 00 should not be underestimated.
At the same time, users of this age group have a strong willingness to consume online. Due to the lack of RV and parenting pressure, their willingness to consume based on personal interests and hobbies is higher than other users.
Among them, new users are mostly from the small town area, and users in the third-tier and below cities are growing significantly. Their online consumption will be strong, and hotel booking appeals are diverse. And online hotel reservations continue to sink in the pioneering county, 70% of the market new users from the third line and below.
Report also shows that 2019 In the first half of the year, the average monthly online hotel booking APP started 7.1 times, which is 1.5 times that of other users. The monthly average online hotel bookings are 2.6 times, which is 1.6 times the number of other users.
After 90 years, the crowd is younger and the leisure and entertainment life is rich and colorful. Therefore, the online hotel has a variety of reservations, and it is no longer just involved in accommodation, but covers tourism, self-driving leisure, net red card punching, graduation travel, theme. A lot of scenes such as parties.
The change in the age structure of users has brought about a new situation in the development of online hotel platforms, and changes in the industry are taking place on a subtle basis.
Industry competition is constantly escalating
Online hotel reservations mainly include the following major platforms: Meituan Hotel, Ctrip, GoWhere, the same city, dragon, flying pig.
In the first half of 2019, the number of subscribers to online hotels in China continued to grow, with a monthly increase of over 5 million. Among them, Ctrip users ranked first, and Tongcheng Yilong and Meituan Hotel ranked second and third.
According to statistics, some hotels The platform’s online booking cumulative order volume is close to 1.7 billion, leading the online booking industry, with orders accounting for over 50%.
Report also shows that 2019 In the first half of the year, the amount of orders for hotels at night was very impressive, accounting for 47.3% of the total, which was a rapid increase.
These super-flow platforms promote the development of the industry, which in turn accelerates the competition in the online hotel reservation industry. From the second half of 2019, China’s online hotel reservation platform has entered a new stage of comprehensive strength competition.
Gradually upgrade to multi-frequency and one-stop consumption
Young users who have grown up with the mobile Internet have different consumer attitudes, consumption patterns, and appeals than traditional users. Younger users are traveling more frequently than other users.
offsite travel is mostly intimate Friends or team travel, free behavior master, in addition to tourism scenes, leisure and entertainment scenes such as star-watching exhibitions, game gatherings, etc. also promote the further release of online hotel reservations.
The report shows that changes in user demands lead to changes in consumer behavior. With the rise of leisure and vacation trends and the improvement of user spending power, “airline + hotel” is no longer the most critical factor in tourism consumption decision-making.
People are more inclined to determine the destination, and then carry out more in-depth and localized dining, hotel, scenic spot tickets, leisure and entertainment, “eat, eat, travel and entertainment” integrated consumer experience.
Besides thisIn addition, due to the diversified characteristics of the user community, the early business travel crowd quickly enriched the “business travel + entertainment and leisure” crowd.
Changes in the structure of the crowd have led to a one-stop upgrade in consumption characteristics. Online hotel reservations, travel, leisure and entertainment, and other large-scale deep chain APPs have emerged and are favored by users.
Conclusion
As can be seen from the report, China online hotel booking users will continue to grow in the future, and the scale of the billion-dollar market has already formed. In the future, the scale of users in this industry will continue to expand, bringing huge benefits and making the competition in the industry hot. .