Where have we been in troubled times。Founder and CEO of Qunar a few days ago、Director Zhuang Chenchao resigned，The COO also left with him、CFO、The entire senior management team including the CTO。188bet Live Casino is another shock after the merger of Ctrip and Qunar on October 26, 2015，Although it is expected，But still embarrassing。Zhuang Chenchao’s merits and demerits have been left to the industry and outside for comment，But there is no doubt that Qunar, from head coach to resigned general, is staying out of a trouble that has just begun。The Spring Festival Transport War is coming，Airlines are pressing harder，From December 31, 2015 to present，In just ten days，China Southern Airlines、Hainan Airlines、China Eastern Airlines、Air China、First flight、Nine airlines including Chongqing Airlines have successively announced the suspension of cooperation with Qunar.com，Once the industry was shocked and in an uproar，Qunar’s share price immediately fell sharply。

About the collective ban on Qunar by airlines，The author has expressed his views in interviews with many media: 1、The "Pangolin" project is the trigger，But it’s just a superficial phenomenon，Insufficient consideration of the ecological layer of "pangolin"，Disrupted the air ticket price system，So the airline company killed one to serve as a warning to others；2、OTA market structure forms a relative monopoly，Forcing the resource parties to unite to force the palace；3、The essence of the battle between airlines and Qunar is the battle between 188bet Live Casino and channels，The deep game of direct sales and distribution system begins。

August 2015，Phocuswright, an authoritative American tourism research organization, once published a report "Suppliers or 188bet Live Casino"？Report on how U.S. online tourists make booking decisions，The core content revolves around the relationship between 188bet Live Casino and suppliers whose main products are air tickets and hotels。Report this，We can compare and refer to how the relationship between 188bet Live Casino and suppliers competing in a fully marketized mechanism should be handled？What is the development direction of consumer decision-making and what kind of thinking about the Chinese market？

Characteristics of the relationship between American 188bet Live Casino and suppliers

1、 American tourists book products and services through 188bet Live Casino websites，But prefer to buy directly through the supplier website

More than 70% of U.S. air ticket and hotel buyers have booked special-price leisure travel products through OTA websites，But we prefer to obtain other product reservations through 188bet Live Casino (note the difference in product form here，Leisure and vacation products are composed of multi-category 188bet Live Casino)，Especially airlines: 25% of U.S. ticket bookings are made through airline websites/apps，In comparison，Only 20% of bookings are made through OTA websites。

2、 User Experience、Loyalty training programs will influence 188bet Live Casino’ channel choices

Good website experience is the most common reason why most users choose to book through 188bet Live Casino，Loyalty programs and membership services of hotels and airlines are most likely to encourage tourists to book directly on their official websites。

3、 Mobile and 188bet Live Casino factors have the greatest impact on online channels

Smartphone users book flights and hotels through 188bet Live Casino three times more than through airline and hotel official websites。74% of online ticket buyers use Yuansousu website，And the proportion of using OTA is 75%。Anyway，OTA is the winner on mobile channels，Metasearch puts pressure on 188bet Live Casino by gaining a place in the online travel landscape。

Supplier or 188bet Live Casino, who should you choose?

Countless leisure travel plans、Share、When the booking website appears，For real travel buyers, the choice has become “simple”，Supplier or middleman？For travel suppliers，Direct sales reduces channel costs、Strengthening relationships with tourists is crucial。But 188bet Live Casino are important distribution channel partners，Also provides suppliers with customers。This partner/competitor dynamic is the root cause of the tug-of-war between suppliers and 188bet Live Casino，This competition extends to the top of the sales funnel。So this collective blockade by airline companies is just the beginning of this game，It will spread in the future。

The advantage of 188bet Live Casino is that they can compare the types of various travel products、Suppliers and Products，This is also the reason why travel intermediaries such as 188bet Live Casino have been able to dominate the distribution channel market for many years。188bet Live Casino are more dominant in emerging markets than suppliers，Have a stronger position，Especially in countries where independent small hotels dominate，188bet Live Casino tend to have greater control。And in the United States，OTA’s channel control is relatively weak，51% of leisure tourists book air tickets and hotel products through OTA，36% booked through suppliers；And in China，74% of tourists make travel bookings through 188bet Live Casino，36% through supplier website/APP，It can be seen that Chinese 188bet Live Casino are indeed stronger。

What factors affect tourists’ channel choice？US tourists use multiple quality attributes to compare suppliers and 188bet Live Casino，However, there are still big differences in the understanding of each channel when choosing products。For example, in a survey (as shown below)，When tourists choose the lowest price product，OTA has the highest score for both hotel and flight bookings，Very popular，But tourists have higher trust in suppliers (10-point scale，Supplier gets 7.2 points，OTA gets 6.8 points)，This shows that the supplier can better maintain customer relationships。

Air tickets VS hotel 188bet Live Casino

During the visitor’s search，OTA allows tourists to compare prices on a larger scale，Tourists are significantly more dependent on OTA’s ability in the purchase stage。As shown below，Most American tourists choose special leisure travel products，The proportion of air tickets and hotels booked through OTA is 75% and 72% respectively，In comparison，54% of air ticket buyers and 44% of hotel buyers purchase through supplier websites。But even in the purchase stage controlled by OTA，When booking，There are still many tourists turning to supplier websites to complete transactions，There are many reasons，For example, some tourists come to obtain loyalty rewards (such as points) from suppliers，Another example is that some tourists believe that suppliers value their orders more than 188bet Live Casino。

Factors affecting 188bet Live Casino selection

When choosing whether to book a product through 188bet Live Casino and supplier websites，Tourist behavior analysis is as follows: among those tourists who choose OTA to book special discounts for leisure，50% of tourists think OTA website booking experience is good，In comparison, only 36% of tourists choose suppliers based on booking experience reasons。This is why suppliers are also working hard to improve their websites。Research findings，The reasons and proportions of tourists choosing 188bet Live Casino are: brand trust accounts for 36%，Products account for 32%，One-stop purchasing experience accounts for 30%。

For American 188bet Live Casino，When choosing to book products on the hotel or airline official website，Member loyalty has a greater impact，The proportion of bookings based on this factor reaches 45%，For example, the hotel will directly reward points，Similar measures are still very effective。

Similar to 188bet Live Casino booker behavior，Users who book directly on supplier websites also value the booking experience，One-third of supplier direct booking users think it is more convenient to book directly through airline and hotel official websites。It seems that the quality of the website booking experience is of great importance，Both airlines and hotels should continue to work hard to improve the booking experience on different devices，Including the design of the booking interface、Response speed、Stability，The richness of information, etc.。Take hotel reservation as an example，Tourist comments、Hotel photos、Videos and even online map display of hotels and destinations are key factors that can influence user choice。

Looking to the future – mobile and 188bet Live Casino

A series of factors can affect the dynamic game between suppliers and 188bet Live Casino，For example, macroeconomics、Competition situation and competitive strategies of all parties, etc.，But the rapid development of mobile trends is the latest and strongest factor affecting its balance of power，If tourists use smartphones、Tablets and the latest wearable devices (such as the Apple Watch) may have an even greater impact in the coming years。When the movement trend strengthens，Users’ choices are also leaning towards OTA，Hotel distribution is more obviously affected - users are more likely to book hotels using mobile devices。

In the United States，30% of leisure travelers tend to use mobile devices to book hotels on 188bet Live Casino，Only 10% use mobile devices to book on the supplier’s official website。China’s 188bet Live Casino include Ctrip、Where to go、Tuniu、Tongcheng、Lv Mama and others pay great attention to the performance of the mobile terminal and have spotted this trend，Vigorous advancement of its mobile strategy。

For travelers who prefer to book via mobile devices with smaller screens，You can get rich travel product information by searching 188bet Live Casino websites with one click，This gives 188bet Live Casino a greater advantage among mobile device users。In fact，American tourists in the process of booking a travel itinerary，Reservations are typically completed across multiple devices。Nearly 30% of tourists usually book leisure vacation products through PC、Smartphones and tablets to complete a product purchase，This also highlights the importance of mobile in purchasing travel products。As mobile shopping and booking become more relevant，If the supplier cannot optimize its mobile channel in time，188bet Live Casino will gain greater market share。

The important role of loyalty-based programs in driving direct sales，Airlines and hotels need to improve their loyalty membership offerings to boost their mobile bookings。Also，188bet Live Casino increasingly rely on multiple devices when planning their itineraries，Some vendors are developing identity management tools，To better understand consumer preferences and behaviors，Occupy the minds of consumers。These tools track consumer searches across devices、View、Purchase behavior record，and by tracking、Analyze and understand consumers’ personalized needs。

Where is the future of 188bet Live Casino?

When the war between suppliers and 188bet Live Casino is in full swing、When it turns into a bipolar war，Metasearch is becoming increasingly powerful because of its ability to compare prices and purchase leisure travel products，In many markets around the world，Metasearch is forming a confrontation with OTA。75% of tourists in the United States use 188bet Live Casino to book flights，And 74% will use metasearch website to book。Although metasearch sites mainly rely on reference patterns，Instant booking functions like kayak are blurring the differences between middlemen。For suppliers，Metasearch is becoming an increasingly important partner or competitor，The potential of metasearch is disrupting the dynamic relationship between 188bet Live Casino and suppliers。

When metasearch is becoming a rival to 188bet Live Casino in some markets，Consumers may not necessarily understand the difference between these two types of websites。Most media will base on price、Website experience、Use content richness and other dimensions to rank OTA and metasearch websites。The metasearch brand hopes that the “one-stop search” value concept it advocates can resonate strongly with consumers。Most travelers have used metasearch for years when making reservations，It’s unclear who is actually handling their booking transaction。

188bet Live Casino、Supplier、The metasearch game is still in full swing in the United States，But in the Chinese market，The situation is quite different。

Qunar developed from the earliest metasearch to 188bet Live Casino，Until finally merged by Ctrip，It can be said that China’s metasearch has lost all space for independent development。Cool News Ye Hao，You are better than you are，No one can escape the fate of being acquired。But in the United States，The independence of metasearch remains relatively intact，such as hipmunk、trivago、skyscanner、momondo、hotelscombined、cheapoair、kayak etc.。Although kayak was eventually acquired by priceline，But it is similar to the beginning of the Qunar and Ctrip incident，Slightly different ending，Qunar became an 188bet Live Casino before being merged，Is it his destiny？

Why China’s metasearch development has such an ending？What does it mean for metasearch to be absent from the drama between 188bet Live Casino and suppliers in China？What are the other differences between the Chinese and American markets？What inspiration does it bring to us？Whether the method of jointly killing suppliers can effectively solve the problem？How to establish a mature and healthy market mechanism？This series of questions are worth pondering。Due to space limitations of this article，Unable to discuss them one by one，These issues are also left for colleagues in the tourism industry to think about together。

*Author of 188bet Live Casino article: Liu Zhaohui，Founder and CEO of Zhihui Travel Network。

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