April 16-18，By China Outbound Travel Trade Fair (COTTM)OrganizerThe COTTM2018 Conference co-organized with Zhihui was held at the Beijing National Agricultural Exhibition Hall (New Hall)。This conference invited many industry leaders，Comprehensive interpretation of new opportunities and difficult challenges in outbound travel in 2018。Li Shengwen, the person in charge of customized tours of Tuniu Travel Network, attended this conference and delivered a keynote speech。

Li Shengwen said，In the context of upgrading tourism consumption，More people are no longer satisfied with the traditional way of watching things happen，But I hope to arrange travel plans according to my own wishes，So，Multiple levels combined with user needs、Personalized customized travel products are very popular。

Li Shengwen thinks，Create customized game IP，Need to delve deeper into resort brand operations，Increase investment in content innovation。

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(This article is compiled based on the speech transcript，Not reviewed by the parties。Zhi Hui slightly deleted)

I am the person in charge of customized tours from Tuniu Travel Network，I am very happy to share it with you today。We founded the Pengpai customized travel brand in 2016，Recently it is also the second anniversary of the Pengpai customized travel brand，Here we would like to share with you our operating experience in the past two years。The theme I shared is "Crossover of Customized Travel Brands and Contents"，A few guests just shared opportunities for customized travel and outbound travel，I will explain the background of the Penpai brand、Brand positioning、Operations and results achieved so far。

Brand building: in the context of tourism consumption，Customer needs are gradually stratified

Mr. Wu just mentioned the Extraordinary Series brand，We have been committed to building a vacation brand。Friends who have participated in our group tours with Niuren Line will give feedback that the service of Niuren Line is really good，Why is there such feedback？In fact, we have higher product standards and service standard requirements，Every year we work with our suppliers to improve every aspect of the service process，Continuously cycle based on our reviews and satisfaction。We have been 188bet sports betting app download doing customized tours for nearly ten years，2017 is the first year of customized travel。When doing it before, you will find that there are no more layers，But in the context of tourism consumption，Customer needs are gradually stratified。This requires better stratification of customers，Provide corresponding services according to different needs。In this context，In May 2016, we created the brand Pengpai Customized Travel。

I mentioned before that the data on group travel in first-tier cities is gradually declining，More people will choose air ticket suppliers for independent travel，Including individual travelers arriving locally。If the customer is not satisfied, give him a fixed itinerary and tour period，Tell him to travel at this time，More people want to plan their own itinerary according to their own wishes。The brand of Pengpai customized tour is to meet the high-quality needs of these customers，High consumption power for China、Individuals or families who value travel experience provide independent tours、High-end customization service，Meet the personalized needs of guests，Positioning is mid-to-high-end。Tuniu itself is doing business in overseas travel，We have divided group tours and independent travel very carefully。Why we should focus on developing the customized travel category？Because the needs of the customer base of customized tours are different from those of group tours。For example, customized travel hotels may tend to be mid- to high-end，Budget hotels may not be popular，Or the reviews and satisfaction after traveling will be relatively low。

Our brand features independent groups、Generally OK、Variable stroke，Provide full travel consulting services through one-to-one itinerary butler and tour guide services。The slogan of Pengpai customized tour is "Friends and Relatives，A school of its own”，A new way to define family travel。In order to meet the needs of guests for outbound travel，Including more segmentation of domestic travel demand，We are divided into three secondary categories: group customization、Self-service customization and semi-self-service customization。

Group customization is a relatively in-depth experience，The guest’s travel budget will be relatively high，Pay more attention to quality。Don’t let me worry，Don’t consider the budget。In this regard, we will provide customers with one-stop consulting services and travel services，Work with suppliers to provide full resource guarantee。Tuniu itself has its own dedicated membership consultant，There are also professional customizers to provide services，Self-service customization is relatively difficult，Existing free travel，There may be a section in the middle that requires a chartered bus。Integrate fragmentation、Personalized resources，Serving during the entire 188bet app trip。Semi-self-customization means that guests sometimes need to take a day trip，Most of the other times require group booking，We define it as semi-self-service customization。

In fact, the satisfaction ratings of customized package tours are very high，Basically the whole screen is full of likes，But self-service customization is a big challenge for us and outbound suppliers，Because we face a lot of information exchange during the itinerary，It is very difficult to mine the information needs of what customers really want。It not only tests the understanding of guest needs and the ability to travel at the destination，It also tests our customizers’ familiarity with the destination。

Factors affecting brand: services, resources, systems

Through our deep cultivation and operation of customized tours, discoverThe factors that affect the brand are mainly the following aspects: the primary factor is the customizer，Then service、Resources and Systems。Customizer’s professionalism and speaking skills、Response speed is very critical，Because at this time the guests just want to travel，Or just don’t want to join the group，Or you don’t want to make your own itinerary guide，At this time, I will tell you when and how many families will customize a request for me，At this time, you need to turn your desire to go out into a need to dig deeper，So our team of customizers is also very important。We will pay more attention to the service and procurement at the destination，Especially it is completely different from independent travel or group tour，Maybe it’s an individual ticket plus ground transfer，We will arrange the travel matters during the process。There will be some travel followers during this process，What are the connecting links that have problems。Customized travel must first have materials，Then you can customize what the customer wants，Procurement of resources in overseas destinations、Niche resources、Niche resources、High-end resources require focused procurement。We often receive some requests，For example, you want to travel to Europe for 30 days or to Turkey for half a month，The rapid response of the system is also very important，The traditional method is to receive a demand and hand it over to the supplier，Then spell it out for me day by day，Feedback to the customer for modification，This process is still relatively slow，So some system integration has also been carried out。

Customizers improve their skills: destination training

In what ways can we improve the professional skills of customizers？First, destination training，Mr. Wu has also signed contracts with some organizations，This aspect of destination knowledge also requires customizers，We often arrange for personnel to step on the line，Invite the tour guide or tourism bureau of the destination 188bet app download to help us with training，Sales Talk、Service awareness、Daily Management Regulations、Business Process、Normal and clear rules。Because I have also worked as a process manager and quality inspection manager in Tuniu Company，So our requirements for process refinement，And the requirements for service quality are very high，Conducted strict control。Our customizer team has a fair assessment mechanism、Fair promotion channels and effective incentives，Customizers are also graded，Every quarter there will be a rating based on performance output。

Improvement of service quality including before travel、Traveling、Return from travel，Including every aspect of the entire service process to ensure the quality of the customer’s travel。There are also many resource suppliers from overseas destinations on site，Why Tuniu customized tours are growing rapidly？We established an independent tourist division in 2017 to help us centrally purchase more and more personalized resources that customized travel customers need，The core resource is air tickets and hotels，Supplementary resources are a one-day trip、Transportation Ticket Travel Photography，Affiliated resources are all resources purchased independently。The current core destination is Maldives、Thailand、Japan、Maoqiu，Potential destination Dubai、Singapore、Vietnam and Aoxin。If there are suppliers of overseas destination resources who need further communication and communication with us after the meeting。

The most important thing about customization is the improvement of system efficiency，Everyone knows that Tuniu used to make packaged vacation products，The hotline for great people、It’s also a good idea to combine individual routes，We all have a fixed schedule，The biggest problem is the itinerary ABC，ButCustomization is another reversal of thinking，Locate the required itinerary according to customer needs、Line and gameplay，So the most important thing in system transformation is based on resources。After two years of hard work in our system，Enter all the company’s resources except cruise ships and European railways into the system，You can package resources、Tour group resources、Team tickets、Individual passenger ticket、Inventory Hotel、Bus tickets and high-speed rail tickets，Resources for all transportation the guest needs to their destination，Resources including destination ground，Everything that suppliers can provide can be selected immediately in the customization system。

The product system also does sample packaging and standard product packaging，A route that can be used as a group even if two people are together，If a supplier can provide it，Including that through independent research and development, we can put it at the front desk，Two 188bet app people can book，One person makes a reservation based on actual needs，Standard products and samples are placed on the PC and customers can place orders directly，Including subsequent processing。Most of the needs have been met so far，As we join more and more suppliers in the future，More and more resources，The key work in the later stage is to ask suppliers to bid，Including step-by-step optimization in the itinerary customization process。If the guest goes to France and Europe for 30 days，Germany for a while、France for a while、UK for a while，Our backend systems all have resources，Can be imported directly、Call and splice this itinerary。

We continue to improve the professional quality and skills of tailors，Continuously optimize our system，Cooperate with more and more overseas destination suppliers，Integrate resources into our system，Match customized travel needs。Where can we prove our results？The first is the repurchase rate，The number of transactions suitable for old customers and new customers within the two years of operation is 59%，New customers are 41%，It is the market that continues to increase the number of customized tours through our ultimate service in an atmosphere where traffic is becoming more and more expensive，Improve our user stickiness，The average positive rating is basically above 95%，There are also 100% travel routes。Because the itinerary of customized tours will change greatly，So many reviews cannot be displayed at the front desk，Because every demand will correspond to a line，Let’s put the fixed gameplay and present fixed comments。

Cross-border content customization: PGC and UGC

There is another important point today，It is the cross-border content。One of the great functions of OTA is to attract precise online users，I was in Malaysia last week，We are at the forefront in promoting overseas destinations，A platform and authoritative publication that is constantly transforming and optimizing content presentation。Some customized travel customers know that I am going to Thailand and Poland，But many people still don’t know，So we need to tell them which destination is fun，At this time we have a content platform，Users can find some inspiration，Let’s go to this destination。Some people have gone to Thailand and don’t know how to play，We will do it this way，Master or expert、Customizers can share，If this is the case，What kind of gameplay is more suitable for you。

In terms of content, we divide it into PGC and UGC: We tried live broadcasting for PGC、Video、Strategy Station、List、How to play and collect premium products packaging station，These are suppliers that can work with overseas destinations、The tourism bureau and officials will do some publicity and promotion。

In 2017, we built our own live broadcast system 188bet Online Sports Betting and Casino for customized tours，Through this we can change our gameplay，Including the first time promotion of overseas destinations to our users，Users browsing the official website of Tuniu Travel Network，Sharing information，If you are interested through these sharings, you can place an order，You can also place an order directly for standard products。I did a live broadcast and tried it in Malaysia last week，This year we did the UK and Malaysia，We will also arrange key promotion content in the future。The United States is going to Malaysia with me、UK、Germany and Italy，Including Vietnam in Malaysia、Cambodia、These traditional countries of Thailand，Including online travel experts，Among all the people, what are the characteristics of our Tuniu Travel Network’s promotion，It can be said that it is fast and accurate。When everyone goes back to do PPT or publicity reports，We have produced results，About seven or eight live broadcasts were broadcast in seven days，Already accumulated 1.50,000 readers，Including order volume will also increase，So we are fast，No other advantages。

Creating a customized game IP: building a personal brand

To create an IP for customized games, people are the first key factor，We will create a personal brand for customizers，Including shared Australian gameplay，We will also summarize and share some good tips and itineraries with guests during the process and present them on our website for the first time，After seeing it, if the customer finds it interesting, he or she can directly place an order for customization。Many customized tour providers have emerged in overseas destinations，We also opened the platform in November 2017，Most of them are self-operated customer service taking orders，Open retail platform to receive orders，Let’s join the customization process of quality tourism to provide you with more outbound travel services。If it is consistent with our values，Need to join our platform to receive customized orders，Enrich the content of the travel platform，To innovate in content，We welcome everyone to cooperate with Tuniu。