At the Global Travel News Open Day (TDAY) held in Beijing on July 2，Chen Liang, President of Meituan Hotel and Tourism Business Group、Zhu Mengmeng, Senior Deputy Manager of Air China E-Commerce、Nateconsai CSO&Zhou Tao, general manager of the tourism business unit, and CEO of Ruiyi Perpetual Shen Dongliang and four other guests，From different angles，Mobile products and marketing strategies around the tourism industry，Wonderful discussion and sharing。

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Zhu Mengmeng, Air China’s senior deputy manager of e-commerce, first introduced some of Air China’s initiatives in mobile applications。“We hope to use mobile terminals，To improve customer experience in many aspects，Improving the efficiency of traditional enterprises in the service link。

As we all know, there are many apps in the aviation and travel industry，Like Ctrip、Where to wait for OTA，There are also information display types like Hanglv Zongheng。So an airline wants to make an app，Must find yourself and OTA、A place that is different from Hang Lv Zong Heng。We think the airline’s app，First of all, the target user group is the regular customers around you、Member。Users’ mobile phone capacity is limited，What kind of person would download an airline app？Must be a frequent flyer of this airline、Users with certain loyalty。”

“The advantage of airlines on the App is the provision of service chains in the itinerary，These resources are owned by the airline，188bet app download For example, pay to select seats、Luggage payment、Enter the lounge、Reservations for meals, etc.，Throughout the journey。In comparison，OTA or Air Travel Zongheng only displays basic flight information。"Zhu Mengmeng said，At present, Air China has launched the "boarding gate upgrade" service exclusively through the App，Intended through this personalization、Accurate service push to improve user satisfaction，Drive sales of ancillary services。
Zhu Mengmeng also said frankly，At present, although Air China has invested a lot of resources in the development of mobile terminal，But in the proportion of mobile bookings，Compared with OTA，It is indeed in its early stages: “Last year, mobile revenue accounted for only more than 3% of online business，Hope to reach 10% this year，So the growth rate is quite fast。”

Meituan: Move local life to a different place，It becomes tourism

Chen Liang, who has just been promoted to the president of Meituan.com’s hotel and tourism business group, also participated in the discussion at the Global Travel News Open Day。Chen Liang first talked about Meituan’s strategic layout in tourism products。“Meituan was originally a local food, drink and entertainment company，The restaurant、KTV moved to online sales。

6 elements of tourism，Food, accommodation, travel, shopping and entertainment，We didn’t understand at the time，I didn’t think so much。Later we found out，Moving local life to a different scene，It becomes the tourism industry。Our discovery is also based on mobile data，We found that their positions are changing，Different purchases in different scenarios。I first discovered the hotel，The next thing I saw was the opportunity for attraction tickets。”
According to Chen Liang’s introduction，Meituan’s mobile version was developed very early，The first version of the application was launched in 2011，But at the end of the year，Mobile transactions account for only 5%。By the end of 2012，Accounting 188bet app download for 22%，Over 50% in 2013。Chen Liang introduced: “Our mobile business department was established in June 2014，At that time, mobile transactions accounted for more than 80%，Now it has reached more than 90%。”
The strength of Meituan’s hotel business cannot be underestimated in the industry，And has posed a strong challenge to Ctrip and Qunar。Chen Liang introduced: “What we started to deal with were the needs that OTA did not pay attention to，It is a mid-to-low-end hotel and a young accommodation crowd，So our hotel booking advance time is within one day on average，very short。”
“Only a very small number of companies are suitable for making apps，More attention should be paid to mobile search”
Nateconsai is a professional search engine optimization company in China，His previous services include Air China、Elong、Where to wait for customers。Zhou Tao, its CSO and general manager of the tourism business unit, discusses the trend of domestic mobile searches，Shared with everyone。
Zhou Tao said: "If your application is used frequently，Like WeChat，Or like Ctrip、Qunar App，There are rich usage scenarios，These apps are alive，There will be more and more users。But if your travel app is just a single application in a single scenario，How many times can a user use it in a year？Even after downloading，It won’t survive long in the user’s mobile phone。For this type of tourism product，Is it suitable to be an App，Put a question mark。The traffic brought by mobile search engines will be more important。”
“There are also some changes in mobile search engines。First is Baidu，Google has long supported adaptability，Baidu is not acceptable，You must have a mobile version of the website，But now Baidu is also doing adaptive work，Maybe half a year to a year，They will cut over。During this gap，We recommend that everyone adjust their PC websites to be adaptive as soon as possible。For most tourism companies，Instead of spending time on App，Why not put H5、The adaptive website 188bet Online Sports Betting and Casino is ready。" Zhou Tao added，When the mobile webpage is sound，Future enterprise demand for App，Maybe it will shrink compared to now。
Zhou Tao also revealed，It’s different from Baidu’s dominance on PC，Optimize well on the mobile terminal，In Baidu、Sogou、360 and other search engines are universal，Because their mobile algorithms are similar。
Social media has gone from brand content to sales links
Ruiyi Hengdong’s core business is social media marketing，Served Air France-KLM、Shangri-La Hotel and other customers。Ruiyi Perpetual CEO Shen Dongliang shared some experiences on social media marketing in the tourism industry。
Following the words of the previous guest，Shen Dongliang also thinks that，The threshold for downloading and using the App is relatively high，So WeChat ID has become a better mobile channel。“A large domestic airline，I used to give my WeChat ID to the brand marketing department，Make changes now，Left to the e-commerce department for management。This has a symbolic meaning，How do companies view WeChat: from the beginning it was just for brand marketing，To a channel that truly realizes sales or customer management for enterprises。”
Shen Dongliang said: "In addition，Didi Taxi and other applications have rapidly popularized WeChat payment，So the penetration rate of WeChat payment is higher than we thought。So it is very effective for many tourism companies to do O2O payment through WeChat，The payment ratio is very high。Give an example，A Shangri-La Hotel in Beijing，Dragon Boat Festival activities，500 families signed up on WeChat in three days，This amount was difficult in the past，And many of them pay directly after signing up。”
“Our thinking as a business travel marketing company is also changing，From original content、Creativity，Now dive into the sales booking and customer management aspects。Now we will use split mode，Come and help them run micro-e-commerce。”

Let’s talk about mobile trends

According to Zhu Mengmeng’s introduction，188bet online sports betting Air China will convert its original offline business in the future，More and more are being put on mobile terminals，To personalize customers、Complete by yourself。For example, the booking information of Air China flights booked by customers through other channels will also be integrated into the App，When the flight is delayed，The customer service phone is not easy to get through，Customers can freely complete rescheduling and change services through the mobile terminal。

Chen Liang said，For Meituan, which accounts for more than 90% of mobile sales，We have actually entered the "post-mobile era"，The focus is no longer just on the mobile itself，More about building a big platform，Let product suppliers from all walks of life，To meet the needs of consumers in various scenarios。
Zhou Tao thinks，Zhou Tao thinks，Now is still the golden period to get traffic from mobile search engines，Everyone better be prepared，“As long as the search keywords are not unreasonable，Slightly optimized，The traffic can even have a double effect。”
Also，Zhou Tao shared Nike’s mobile case。“Nike does not make a purely sales-oriented App，They are making a running application，Use this high-frequency activity to stay with users，Let you run with me every day，Or do some exercise，Last imported traffic or product sales。

Because buying Nike shoes and clothes cannot be a high-frequency behavior，But doing exercise is。Adidas is similar。Here you can see some thoughts of big foreign brands on mobile marketing: They don’t just make an App and sell it hard like us，We are a hotel or travel agency，Maybe there are not as many SKUs as Nike，To make an app, you have to sell it hard。”
Speaking of trends, Shen Dongliang thinks that Social will be the future CRM (Social Customer Management) should not be ignored。“Traditional CRM is passive collection，User purchased，Only collect their information，You can find out in advance on social media，Netizens follow or mention you，It is very likely that 188bet sports betting app download you are already a loyal fan，Or very likely to become a customer。You need a Social at this time CRM mechanism，Manage users on social media first。”
“Customer service is also changing。I used to sit and wait for the 400 call to come in，Many customers are now accustomed to using the Internet to communicate with you directly，But most companies do not have a mechanism to resolve inquiries and complaints from the Internet。”