The outbound travel market is in turmoil，I always feel that there are still opportunities for entrepreneurs in the inbound tourism market:

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Although the user base is scattered，But considering the current cost of online customer acquisition for outbound travel，The cost of acquiring customers for inbound tourism is not necessarily higher；

It is relatively easy to control upstream tourism resources and the acquisition cost is low.

But I was recently communicating with inbound tourists，Getting feedback is not good，There are also some players who quietly quit，Some practitioners have expressed pessimism，The reason is nothing more than: exchange rate、Geopolitics、Environment, etc.，And the capital market is far less enthusiastic about inbound tourism than outbound tourism。I am personally worried that Chinese companies’ understanding of inbound tourists may be biased 188bet app due to cultural differences。

Google Published a report on Chinese inbound tourists last week，Maybe it can help entrepreneurs better understand inbound tourists。If you think reading text is a waste of time，There is a copy at the end of the article courtesy of Google The provided InfoGraph can “understand the report with one picture”。

First we have to figure out who these “crooked nuts” are？Google's report shows，About one-third of tourists coming to China have both business and leisure needs，There is a significant improvement compared to 2013 data。And of them about 57% of tourists travel independently，The proportion of group tours is only 30%，A quarter of the people choose private customized tours，In addition, the proportions of arrangements by friends and arrangements by the organizer are 13% and 18% respectively。

Inbound tourists’ enthusiasm for historical sites and attractions has begun to wane，Increased interest in novel experiences。Their average stay is 10 days，Of course European and American guests stay longer，The average consumption is 2894 US dollars, European and American tourists still come first.

Google China Vice President Chen Jianhao mentioned，Research data display，The search behavior of inbound tourists is constantly strengthening，57% of leisure travelers and 64% of business travelers complete bookings and transactions through search，Compared to last year，The value of search engines is more prominent。

A typical user behavior is: even for those companies with strong brand power，Users only search and query through its official website at the beginning，Then return to the search engine for price comparison，Finally completed purchase。

Chen Jianhao said，There are three main steps from planning a trip for inbound tourists: 1) Search，Approx. 51% of users search for destination-related information，Complete the inspiration and destination confirmation link；2) Price comparison，Users compare prices after deciding on a destination，User’s price sensitivity will be reflected；3) Booking，About only 30% of users will go to specific websites to complete reservations.

Google 's report shows，In this process，Video is a very important element，More than 40% of tourists will collect more destination-related information after watching online travel videos，Or directly came up with the idea of ​​traveling to the destination / Decision.

In the process of collecting information，Online media is a major channel，The first major channel besides this is search engines。It’s worth noting，Airline、The proportion of hotel and travel agency official websites is declining，And professional travel websites, air ticket and hotel booking websites, and websites such as TV、The proportion of traditional media channels such as outdoor advertising is increasing。

Among them，The increasing proportion of the first two types of websites is also in line with our outbound habits - after we determine the scope of a destination，The one within the budget will be determined based on the quotes from these websites。

In the booking process，Search engines are still an important channel，The second is to enter the URL directly，App is still a relatively backward channel。

Including information collection、Booking、During the trip and in the four links of travel sharing，Smartphones and tablets are used more often than 10% or higher growth rate，Smartphones are growing faster；Desktop computers are declining in all four aspects。Laptops still account for the highest proportion among the four links (although there is a trend of being overtaken by smartphones)，But the proportion of booking and sharing before travel is also declining (see the figure below)。

The rise of mobile terminals (including tablets) runs through both information collection and booking，63% of respondents started booking after collecting information on mobile devices。

However，In fact, inbound tourists are still worried about China’s tourism infrastructure，Especially the toilet，Defrauding tourists is the third major concern。The overall satisfaction of inbound tourists is still relatively high，And eating and traveling are aspects that satisfy them。

The interesting thing is，Locals are hospitable、Hotel service enthusiasm can make inbound tourists feel satisfied beyond expectations。Google Make the contribution of each indicator to satisfaction and the degree of satisfaction into two coordinates，Get the table below，Very interesting。

In several consumption links，Accommodation accounts for a relatively high 188bet app proportion of consumption、Consumption links that tourists think are more cost-effective。Attractions and shopping are the links that tourists consider to be less cost-effective，Of course the consumption ratio is not high，Transportation is the part that tourists think is worth the money。