August 28-30，By Ministry of Culture and Tourism、Sponsored by Zhejiang Provincial People’s Government，Zhejiang Provincial Department of Culture and Tourism、Undertaken by Zhoushan Municipal People’s Government，Zhihui、The 2019 International Island Tourism Conference co-organized by Qutrip was held at the Zhoushan International Convention Center。This conference is titled "New Island、New scene、New Momentum” as the theme，Starting from the big cultural tourism pattern，From the perspective of the layout of the entire marine industry chain，The island tourism industry has been established around systematic analysis and integration，Looking ahead to future trends。Li Wen, CBO of Ctrip Cultural Tourism Research Institute, attended this conference and delivered a keynote speech。

Li Wen thinks，Every island destination is unique，So there will be no fixed model of cooperation with island destinations。But rely on Ctrip in data、Product and marketing capabilities for specific case analysis and suggestions。

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(This article is compiled based on the speech transcript，Zhi Hui slightly deleted)

Thank you very much for this opportunity to share with you.

Ctrip introduction

Ctrip currently has branches in 95 cities in China，22 overseas。In 2018，Ctrip’s transaction volume in 2018 was 750 billion yuan，The world’s largest in terms of transaction volume。2 every month.100 million users search on our platform，Book travel products。

Ctrip focuses more on tourism retail services，That is, travel booking and user services，However, Ctrip has also conducted some cooperation in the upstream and downstream of the industry chain since its establishment 20 years ago，We focus on what we are good at。Part of it is through business cooperation with companies in the upstream and downstream tourism industry chain，For example, Palme d'Or。The other part strengthens Ctrip’s depth of cooperation in the industry chain through investment，Involving hotel accommodation、Airline、Domestic and foreign travel booking service platforms, etc.。

Regionally, Ctrip currently has some global presence，For example, overseas service brand Trip.com、Skyscanner、Makemytrip etc.。In the next few years, Ctrip Group’s international business will account for 50%。

Let’s talk about our capabilities to carry out some auxiliary work for island destinations。

The first ability: data ability

This is a breakdown of some of our summary data。It covers tourism product categories and user portraits to analyze destinations。

Ctrip generates 100TB of data every day。In terms of specific applications，Ctrip cooperates with authoritative institutions such as China Tourism Academy，As well as the form of cooperation with smart tourism partners that has been deeply studied in the industry，Help the government or tourist destination。

This is one of the applications，Potential pain points for cultural tourism real estate investors，I just don’t know if I should take this land，Or how to calculate the investment income in the next few years after doing so。Through cooperation with Ctrip’s hotel management company Lichen，Investors can obtain opening data support and subsequent operation and maintenance data support。

The second capability: product capability.

Ctrip has some hotel management companies，For example, 188bet sports betting app download the recently launched Li Cheng Group。Ctrip Tujia in the field of non-standard accommodation、Sweden、Lvyue and other companies。These companies can help owners complete light franchises、Hosting、Operation and other work。

Tujia has now established B&B associations with many destinations across the country，Help destinations establish grade standards for the non-standard accommodation industry、Management regulations，And meet the requirements of public safety management。

This is a case，Our REZEN company’s hotels in Xiamen，There is some data below。We analyze that hotels all have competitive circles。We had a number that increased by 55%，Occ% increased by 49%，The corresponding revenue indicators will be improved。

Destination product capabilities also include tourism product design capabilities。Island destinations often have rich tourism resources。But resources are not products，Resources need to be designed into a carrier for tourists to consume and experience before they are products。This is what Ctrip is good at。Ctrip’s travel product categories are very rich，Including individual air tickets、train ticket、Bus ticket、Online ride-hailing、Hotel、B&B、Tickets、Play products，Meet the combined needs of independent travel users，Also includes designed teams、Customized tour、Free travel route。Also，For some destinations，Ctrip has also designed some special product forms。For example, in Xiamen，Ctrip produced the Free Travel Pass more than 10 years ago，Collecting the destination’s preferential information to tourists through a booklet。The popularity of mobile Internet technology in recent years，Ctrip travel pass form，organically package Xiamen’s local fun elements，Provide discounts and special benefits，Improve the comprehensive experience of independent 188bet online sports betting travel users at the destination。

About product capabilities，Ctrip has also built some offline service centers such as walk-in experience stores，This distribution function places accommodation under the destination、Attractions、Play elements are aggregated in one place，Produce local passenger flow evacuation and service functions。

The third ability: marketing ability

2 Ctrip platforms each month.100 million accurate users are searching and viewing travel products。At the same time, Ctrip invests tens of billions of yuan in marketing budget every year in multiple online and offline media channels。Ctrip currently has 7,000 offline stores across the country，Own Ctrip online、Where to go、Trip.com and other network platforms。

This tourism marketing network is currently open to partner destination partners。Through Ctrip’s full network marketing channels，The destination can more accurately obtain users in need，And achieve higher efficiency travel and consumption conversion。This capability can help destinations achieve smart marketing。

Also，Ctrip maintains 10,000 contracted travelers。These opinion leaders are not only active on the Ctrip platform，Also publish their information on various online platforms。Promote the emerging tourism consumption orientation to their fans。

Case

The above are Ctrip’s island destinations，Data capabilities that can be output、Product capabilities and marketing capabilities。The following is a brief introduction to two cases。

One is Reunion，This case was three years ago。At that time, Reunion was an unfamiliar destination to the Chinese market。We and our partners found that Chinese tourism information is lacking。We have conducted a contracted traveler inspection activity for this destination。We recruit、Live broadcast of itinerary、Recruitment link、The simultaneous launch of the same product 188bet Online Sports Betting and Casino helps to increase the popularity of Reunion as a destination。Recruitment link，Ctrip introduces all the fun things to do in Reunion to all netizens through on-site and off-site channels，And recruit experience quota to this destination。Start warming up the destination during the recruitment period。Ctrip selected four different groups of travelers suitable for the destination from the applicants，And designed an itinerary that highlights the characteristics of the destination。These travelers live broadcast the entire experience with pictures, text and video。After returning from the trip，They contributed a lot of graphic, text and video travel guides。Ctrip continues to launch a collection of travel notes on Reunion，And simultaneously launch Reunion tourism products。In the end this destination went from being a complete stranger，Gradually being marked in the circle of travel enthusiasts，Finally becoming a destination option for mass tourism consumption。

Another case is Sanya。Sanya is a relatively familiar destination in the domestic market。Ctrip has promoted the marketing concept that there is no off-season throughout the year。Via events calendar，There are different tourist festivals every month，Focus on promotion in spring and summer。

There is a concept in advertising called "reach and frequency"。Although Sanya is familiar in the Chinese market，But we hope that the specific activities in Sanya can be accurately and frequently delivered to users with travel needs。That’s why Ctrip uses its full online marketing capabilities。Probability and time around a user’s exposure to media throughout the day，Publish Sanya event information to Ctrip、Baidu、Tencent、Toutiao and other platforms。

The above is my introduction today，Contains Ctrip news、Three major abilities、Two cases。We welcome more destination partners to 188bet app contact us，Pain points surrounding the destination，Work with Ctrip to solve the problem。Thank you！