According to the "China Online Vacation Travel Market Quarterly Monitoring Report 2015 First Quarter" released by Analysys Think Tank Industry Database，Q1 2015，China’s online vacation travel market transaction scale reaches 110.600 million yuan，Monthly increase of 21.7%，YoY growth of 59.8%。

Analysys think tank analysis thinks，China’s online vacation travel market is facing new development trends and challenges in 2015。

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Chinese residents’ tourism consumption is becoming increasingly mature，The consumption concept shows a change from "sightseeing" to "leisure"，The requirements for tourism product experience are getting higher and higher，At the same time，Growth of residents’ income、The expansion of private cars and high-speed rail、The rapid development of transportation infrastructure such as aviation has greatly improved the convenience of transportation links for tourism consumption from the departure point to the destination，Destination services have become a key factor influencing consumer decision-making。

January 2015，Ctrip launches "Local Fun" channel；Qunar establishes tourism destination division；April，Tuniu launches 188bet app "Local Fun" channel，Provide users with sightseeing tours in many cities around the world、Transportation、Performance tickets、Wi-Fi communication、Gourmet food、Outdoor and other destination services，Not only provides a better travel experience for self-guided travel users。

In terms of group tours，Also increase the proportion of destination groups，Improve service efficiency and personalization。The penetration of the destination market by several major tourism manufacturers，Reflects that in 2015 the destination service market will be the main competition in the online vacation travel market。

2、The online vacation travel market goes deep into the upstream of the industry chain through channels，Further integration of online and offline

China’s online vacation travel market has developed over the past decade，The number of users continues to grow rapidly，In this process of continuous conversion from offline users to online users，Ctrip、Tuniu and other major holiday travel manufacturers promote their brands、Marketing and other investments have accumulated a large share of the user base，High market concentration，Establish obvious channel advantages。

To further enhance core competitiveness，Major manufacturers will strengthen resource penetration from 2015，By investing、Acquisition、Strengthen the integration and control of the supply of tourism products through strategic cooperation and other means，To improve user experience。Rutuniu improves the supply chain by increasing the share of direct procurement of tourism resources，And clearly stated that direct procurement will account for more than 30% of the transaction size in 2015，188bet Online Sports Betting and Casino At the same time，Through the self-operated "Niu Ren Express" and the acquisition of Zhongshan International Travel Service、Classic Vacation Travel Agency provides travel products directly to consumers，Meet users’ personalized needs。

UX Travel participated in the acquisition of resort brand ClubMed initiated by Fosun Group，Directly involved in tourism product operations。Competition among tourism manufacturers expands from channels to resources，Shows that tourism consumption is returning to services，As consumers continue to mature，The proportion of experience factors in tourism consumption decisions will continue to increase，Thus changing the competitive landscape of manufacturers。

Market structure - the 188bet Online Sports Betting and Casino first quarter of 2015，China’s online vacation travel market transaction scale reaches 110.600 million yuan，Among them Ctrip、The proportion of Tuniu’s transaction size is 31.99% and 19.43%，Much higher than other manufacturers。

In the 188bet Online Sports Betting and Casino first quarter of 2015, the combined market share of Ctrip and Tuniu exceeded 50%，reached 51.42%，An increase of 3 compared with the first quarter of 2014.66 percentage points；Judging from the market share of the top four manufacturers，A total of 64 in the first quarter of 2015.99%，An increase of 6 compared with the same period last year.91 percentile，The market concentration trend is obvious。

Ctrip’s transaction size reached 35 in the 188bet Online Sports Betting and Casino first quarter of 2015.400 million yuan，YoY growth of 51.2%。Ctrip’s development strategy in the first quarter of 2015，Formally determine the business model of “OTA+ platform”，Rapidly expand the types of tourism products and consumption levels。

On the business system，Enhance 188bet online sports betting destination services，Launched "Local Fun" channel，Integrate scattered tourism services and local life services，Form a huge and segmented product system；In big data applications，Establish a smart tourism company，Providing big data services to scenic spots，Initially showing the development trend of “big data + big platform + big products”。

Tuniu’s transaction size reached 21 in the 188bet Online Sports Betting and Casino first quarter of 2015.500 million yuan，122 year-on-year increase.8%，Maintain strong growth momentum，Higher growth rate than other manufacturers，Market share increased from 13 in Q1 2014.94% growth to 19 in Q1 2015.43%。

In the outbound travel market，Tuniu strengthens destination services，Expand destination group mode，Enhance outbound travel service capabilities，Using the "air ticket + ground transfer" model to enhance personalized services；In the domestic market，On the one hand, increase investment in the starting point，Development Regional Company，Currently, nearly 100 branches have been formed，On the other hand, strengthen direct procurement，Increase profit margins by improving supply chain，Enhance service efficiency and quality。

In terms of service methods，Tuniu strengthens the construction of experience stores，Improve user experience through the conversion of online and offline traffic and services；On the business system，Tuniu acquired Zhongshan International Travel Service in the 188bet Online Sports Betting and Casino first quarter of 2015、Classic Holidays Two Travel Agencies，Obtained Taiwan tourism market operation qualification，Has been formed to cover domestic tourism、Complete business system for overseas travel。

Tongcheng、The transaction size of Lvmama in the 188bet Online Sports Betting and Casino first quarter of 2015 was 8.1 and 6.900 million yuan，Market share increased by 1 compared with the same period last year.95 and 1.3 percentage points。Tongcheng accelerates business transformation in 2015，Increase investment in the cruise market，Expand the outbound tourism market share by point-to-point approach。

At the same time，By establishing Tongcheng Travel Group，Enhance resource synergy capabilities by reaching strategic cooperation agreements on the road；Lvmama received a bank credit of RMB 10 billion at the end of 2014，And reached online cooperation with Tuniu，Through collaboration with Jingyu Group’s offline tourism resources，Further strengthen the positioning of tourism O2O operators，Invest heavily in the self-guided tour market，The growth rate of transaction size remains at a high level。

Analysys think tank analysis thinks，Online travel companies set up offline experience stores、Acquisition of offline travel agencies and use of mobile Internet、Big data and other technologies strengthen the control of offline resources，Marks the accelerated integration of online and offline vacation tourism market，This trend of industrial integration will further strengthen in 2015。