2016，188bet app further consolidates its position as the world’s largest travel review website，The number of user comments and messages increased to 4.6.5 billion，45% year-on-year increase，Reviews and messages cover 1.06 million hotels and accommodation rooms around the world、83.50,000 vacation rentals、4.3 million restaurants and 760,000 tourist attractions and experience activities，The average number of unique visits per month is up to 3.900 million visitors。

188bet app continues to become one of the most popular travel websites in the world with its huge user traffic and review content，However，The 2016 financial report released on February 16 showed that 188bet app’s performance suffered a sharp decline。Although 188bet app’s non-hotel revenue performance is eye-catching，Achieved 27% year-on-year growth，reached 2.USD 900 million (non-hotel business mainly includes attractions、Vacation Home Rentals and Dining Reservations)，ButHotel business revenue, which accounts for 80% of its total revenue, fell by 6%，Full-year GAAP net profit fell 39%，The main reason is that the instant booking service vigorously promoted by 188bet app has not been favored by users。For many users，188bet app has not yet established the image of a travel booking platform in their consciousness，The 188bet app that most users know is still a one-stop search planning and travel review platform。

Since mid-2014，188bet app prefers the US market to open instant booking program，Then it will be gradually promoted to the global market，But in the past nearly three years，Instant booking does not play a significant role in increasing bookings。Instead, 188bet app’s revenue per room dropped sharply，And its competitors’ revenue per room is 4-5 times higher than 188bet app。2016，188bet app stock price continues to decline（More reading: Average monthly UV up to 3.The share price of 188bet app, worth 500 million, keeps falling，What happened？），As of the end of 2016，The stock price has dropped 57% from the price at the end of June 2014 (see Figure 1)，Last Spring，The market once rumored Google、News that Priceline intends to acquire 188bet app。

Picture 1

Spare no effort to promote instant booking，188bet app wants to start from a meta search、Travel review platform transformed into an online booking website，The profit model will also change from pay-per-click to transaction commission model，However, it will take some time for consumers to change their travel booking habits，Most users today still only use 188bet app as a search query website，The booking process is completed through OTA or independent hotel official website。Another problem is the low conversion rate on mobile，Although more and more users now access the website through mobile terminals，But the proportion of bookings completed through the mobile terminal is far less than that of the PC website。

Nevertheless，188bet app still decides to continue to promote the instant booking policy in the future，Attract more hotels to settle in at the same time，This means that 188bet app will continue to invest in the first half of 2017，Profit margins will still be difficult to improve。

The success of instant booking will largely determine the future of 188bet app。With Expedia joining the instant booking platform (currently users can only book via PC in the United States)，188bet app finally ends the year with good news。The addition of Expedia will not only add a large number of listings to the 188bet app platform，It also increases 188bet app’s credibility in the eyes of travel bookers。Given that Priceline and every major hotel chain in the world have joined the instant booking platform (Hilton eventually joined in early January)，Expedia’s influence may greatly increase user acceptance。After the two major OTA giants join instant booking，Able to provide users with the lowest prices and more choices that other websites cannot provide，Thus attracting a large number of hotel reservations。What’s more important，After Expedia joins，188bet app can provide travelers with more choices: Travelers can choose to book on Expedia or Priceline，You can also book from a large number of hotels that are promoted on instant booking platforms。In the long run，This is probably the best way to drive instant booking awareness in the long term。

Some experts said，188bet app’s non-hotel business may contribute significantly to its future revenue。188bet app’s non-hotel business includes attractions、Catering Reservations and Vacation Rentals，The business’s revenue may grow by 118% to US0 million in 2015-2018。Its vacation rental business may also surpass Expedia’s HomeAway and short-term rental giant Airbnb, which currently lead the market。Viator, a destination activity and attraction ticket 188bet app website, and The Fork, a restaurant 188bet app website, are also among the world’s largest 188bet app platforms in their respective fields。

In addition，188bet app continues to acquire vacation rentals、Restaurant reservation sites and other attraction-related sites help its non-hotel revenue continue to grow。Because the 188bet app website covers so many products and various types of reviews，Potential purchasing customers can also see reviews of other services or products。So on this platform，188bet app can cross-sell tickets、Local attractions、Complementary products such as restaurants。Travellers can also book other travel products or services on the same platform after reading reviews。It’s worth noting，188bet app’s millions of reviews provide travel booking users with the latest trends and consumer behavior across regions，Thus gaining a clear competitive advantage in big data。

How 188bet app’s non-hotel revenue maintains sustained growth？

Euromonitor International data display，The global destination service market reached US trillion in 2013，Much higher than the transportation and tourist accommodation market，2013-2018，The annual compound growth rate 188bet app reach 8%，188bet app reach 2 in 2018.8 trillion US dollars。188bet app’s non-hotel business mainly includes attractions、Catering and other destination services，Vacation rental is a new market segment that has grown rapidly in the tourism industry in recent years，Airbnb、HomeAway、Accor Group and others are working hard to develop related businesses。188bet app started laying out the layout many years ago，In 2016, the pace accelerated。

July 2016，188bet app launches new airline review platform，Upgraded its flight metasearch capabilities，And rate each flight through a rating system (1-10 points) based on traveler reviews，Measure the flight experience by this、Cabin facilities and comfort during travel。This is similar to the hotel rankings and reviews on their website，Travelers who book air tickets can compare multiple options and make a more rational decision。

August 2016，188bet app acquires Citymaps, a practical offline map navigation and travel guide application。Since the acquisition of destination tour and activities platform Viator in 2014，The tourism activity business on the 188bet app platform has increased significantly。Citymaps may further drive platform growth in the future。188bet app thinks，Attractions may become the next billion-dollar revenue growth point。This segment is highly fragmented，The potential market size 188bet app United States and the United Kingdom alone is US billion。

December 2016，188bet app leads business travel data collection service provider Traxo’s .2 million Series B financing。Traxo focuses on helping travel service providers track off-platform bookings and provide insights into consumer travel spending。By providing more services to business travelers，188bet app can further provide users on the instant booking platform with more booking options。

Instant 188bet app strategy shows initial results

In the official description of 188bet app’s 2016 Q4 financial report，It is mentioned that revenue based on ad clicks and completed booking transactions has begun to grow in Q4，The latest data in January 2017 showed a more significant improvement。This situation is most obvious in the US market, which has completed the transformation of instant booking。

Figure 2: Average monthly number of independently booked hotel guests in Q4 2016、Revenue per hotel guest 188bet app continues to improve

According to plan，188bet app will complete the deployment of instant booking strategy in other markets around the world in the first half of 2017，At that time，The user experience of browsing and 188bet app hotels will be further improved，will better help users find the best hotel prices。At the same time，188bet app is also considering a multi-year marketing initiative，And reconsider TV advertising。Jin believes that an active brand marketing strategy will help the company reach a larger audience，And help users develop the habit of comparing hotel prices on 188bet app。However，Large-scale investment in branding and marketing also means that the company's profit indicators 188bet app be difficult to improve in the next year。

188bet app executives have high hopes for instant booking strategy，And firmly implement it，Even at the expense of performance in the capital market。For investment，The future is also full of uncertainties，What to do if instant booking does not meet the expected goal？After all, this transformation is a matter of life and death，If the transformation goes smoothly，Will open a new door for growth for 188bet app，Breaking the current growth ceiling。ButWhen faced with short-term and long-term development choices，The person at the helm must withstand pressure from many aspects，To convince the doubters，This process 188bet app be full of challenges，Not only tests enterprises，It also tests the faith of its management。Some revenue indicators are improving now，This is good news，But market conditions around the world are complex，Can everyone get what they want like the American market，Everything is still unknown。

*The author of this article: Wang Yanchao, an analyst at Zhihui(WeChat：wangdayan110)、Li Haiqiang(WeChat：lhq434849653)、Xu Liyang(WeChat：xlygermany)，Welcome to follow、Communication！