March 23，Fosun Tourism Culture Disclosure 2020 Annual Report，The annual report highlights the company’s growth in digital platform Thomas Cook。

Since July 2020，Fosun Tourism Culture re-launches “Thomas Cook Lifestyle Platform” in China。As of April 1st，Thomas Cook transaction amount exceeds 1.4 billion，Platform downloads exceed 1 million，Monthly active users increased to 600,000，Product SKU exceeds 20000。

Less than a year after the Thomas Cook platform was launched，Fosun Tourism Culture is based on its products，Create a vacation life ecology，Expand through content and marketing，Realizing value closed loop from content to transaction，Becoming a “depth bomb” in the mid- to high-end leisure and vacation market。

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Recently，According to the World Travel and Tourism Council (WTTC) forecast，Global tourism will recover from late March this year。At the beginning of this year，The global tourism industry has shown signs of slow recovery。Currently，There are reports from many large travel companies，Forward bookings in the travel market have increased significantly。

In the "Global Hotel Overview" theme session of the recent online hotel data conference，Said Robin Rossmann, managing director of hotel industry analysis company STR，By the second half of 2022，Overall performance data may be close to pre-epidemic levels。

Rossmann said: "By 2022 (Q4)，Demand will reach over 80% to 100% of 2019 levels，Depending on regional differences。Within the next seven quarters，Will continue to get back on track。Demand will be very close to 2019 levels。”

According to Fastdata data，China’188bet app s tourism industry has developed rapidly in the past ten years，China’s total tourism revenue reached 6 in 2019.63 trillion yuan，As China’s tourism industry emerges from the impact of the epidemic，The tourism industry is heading for recovery，The travel OTA industry will also usher in new highs。Statistical data shows，China’s online travel booking market is gradually growing，Especially hotel revenue，Accounting for 40% of the total market size。

March 23，Tongcheng Yilong announced its 2020 and fourth quarter financial reports，2020，Tongcheng Yilong achieves revenue of 59.3.3 billion yuan，Recovered to about 80% in 2019。At the same time, as the tourism market picks up，The fourth quarter of 2020，Tongcheng Yilong accommodation reservation service income 6.4.7 billion yuan，4 year-on-year increase.1%。Also，The number of paying users of Tongcheng Yilong has increased against the trend，Annual paying users reached 1 in 2020.5.5 billion people，YoY growth 1.8%。

Content ecology as a new breakthrough for traffic，One-stop service and mid-to-high-end market have become new market trends

In the traditional sense，OTA is just a platform for connecting information，So the value is mainly reflected in the connection。On the one hand，With the rise of people in the Z era，Users’ demand for entertainment content is even greater，The potential brought by content has huge room for imagination，From Douyin、Kuaishou、It can also be seen on Xiaohongshu and Taobao Live broadcast，How big can the content ecosystem be?。

On the other hand，More than 20 years of development of online tourism，Users are no longer satisfied with online query information，Instead, treat the Internet as a window，Therefore, OTA platforms are needed to provide more services，For example, information collection and classification、Multiple information filters、Series services, etc.。So，Driving the tourism ecology through content connection，will bring the market into "another spring"。

The author thinks，The future development of the tourism industry is showing three major trends:

1、“Content Ecology” Optimization，Travel short videos and live broadcasts are the future trend。

Travel short videos and live broadcasts have greatly improved user stickiness and sales efficiency，Enable products to effectively reach consumers at home，Increase interaction with consumers，Enable the company to better understand user needs，Quickly launch corresponding products。Also shorten consumers’ travel decision-making cycle，Lock travel needs in advance，Conducive to improving sales conversion rate。

2、The domestic destination service market will usher in “one-stop” integration。

In the future, short videos and live broadcast tourism will gradually replace traditional graphic tourism communication，Will realize the conversion of traffic from source to destination。Travel platforms with core resources will integrate their resources，Develop more integrated destination service tourism products such as destination reception + scenic spot tickets + city transportation + accommodation，Provide high-quality and convenient destination services for a large number of independent traveling consumers。

3. Mid- to high-end vacation products are the future development trend of domestic tourism products。

Due to the epidemic，The cross-border travel demand of original mid- to high-end users is gradually shifting to the domestic market。Ctrip’s “2020 Domestic Leisure and Vacation Renaissance Index” display，Mid-to-high-end leisure and vacation products will recover faster，Especially high-star hotels。

Restart the century-old tourism IP，Fosun Tourism Culture builds a one-stop resort life service scenario platform

November 2019，Fosun Tourism Culture acquires global brands from Thomas Cook for £11 million。Fosun Tourism Culture stated in the announcement on November 1, 2019，Acquisition of Thomas Cook global brand，It helps Fosun Tourism Culture Group rely on Thomas Cook’s extensive brand recognition and deep influence，Expand travel agency business。

After the acquisition of Thomas Cook，July last year，Fosun Tourism Culture launches Thomas Cook in 188bet app China as a lifestyle platform (Thomas Cook app)。Qian Jiannong said，Thomas Cook lifestyle platform is the C-side portal that directly reaches consumers，Through this 188bet app platform，Fosun Tourism Culture FOLIDAY Ecosystem will be further improved。

Previously，When asked about the differences between Thomas Cook APP and existing OTA platforms such as Ctrip，Qian Jiannong, Chairman and CEO of Fosun Tourism Culture, said in an interview，“It is not comparable to other platforms。Thomas Cook platform is part of Fosun Tourism Culture，Build an ecosystem based on products。It does not sell a single travel agency product，It’s a lifestyle product。”

The author found，Tomikook lifestyle platform launches new online Fuyouhui membership center，Serving the brands under Fosun Tourism Culture with smart and convenient digital experience，Includes Club Med、Sanya·Atlantis、Thomas Cook Thomas Cook、Fuyou City、Albinon、Casa Cook、Cook’s Club、Miniversity Mini Camp、Fanxiu、Fuyouxue、Return to travel and shoot etc.。

In addition to the travel and vacation related products created by Fosun Tourism Culture，Thomas Cook also introduces other external products that meet the scenario-based and personalized needs of family vacation life。

According to Vice President of Fosun Tourism Culture、Chief Technology Officer、Introduced by Dou Feipeng, General Manager of Thomascook Lifestyle Platform Operation and Management Center，Take Fosun Tourism Culture Sanya Atlantis as an example，The platform has considerate smart butlers to take care of customers’ itineraries。Before traveling，The platform plans vacation plans for members；Traveling，The platform activates more than 20 exclusive one-stop benefits for food, accommodation, entertainment and shopping as soon as members arrive；Members can view the resort map at any time on the smart housekeeper interface、Activity recommendations and play guide，Benefits and discounts can be used in various scenarios in the resort，Customized services such as travel photography and travel photography can be booked；Before the end of the 188bet app download journey，The platform will recommend local special souvenirs and other member-exclusive premium items，Ship to home；After the journey ends，Members can view points，You can get extra points and other rewards by sharing your vacation experiences and strategies。

2021，Fuyou Club’s super membership card value-added service will be launched to cover travel and vacation、Family time、Trendy Food、Fashion and Health、“Super Lifestyle Home” project in 5 major sectors including life and leisure，Its series of exclusive benefits can be enjoyed by members and their relatives and friends。

Also，Tomikook Lifestyle Platform provides customized services，By catering to the diverse needs of members’ family vacations and the life growth trajectory of their children，Aimed at the needs of young people and "sunset people" when traveling and vacationing，Provide more customized experiences and lifestyle products for these groups。

In line with the development trend of tourism，Thomas Cook is expected to become a new growth pole of Fosun’s tourism culture

The author thinks，Facing the development trend of the tourism industry after the epidemic，Thomas Cook allowed Fosun Tourism Culture to complete the transformation from offline leisure vacation products to online content ecology，And then to the creation of customer systems，Among them: content ecology，Travel Photography、Live broadcast and IP content columns are the traffic engine for Fosun Tourism Culture to build a content ecosystem；One-stop integration，Fosun Tourism Culture unites its products and local service providers，Integrated into a destination one-stop service product；In terms of products，Strong high-end leisure and vacation product strength remains Thomas Cook’s core advantage。

Previously，Targeted on the Chinese tourism market experience from sightseeing、Three different stages from leisure travel to family leisure vacation experience，Fosun Tourism Culture proposed the “FOLIDAY” concept，Hope to make it synonymous with family leisure vacation experience。By transforming to a digital lifestyle 188bet app platform，Fosun Tourism Culture integrates its resources，Serve your one-stop leisure vacation needs with Thomas Cook，Build a marketing closed loop with more conversion effect from B-side to C-side，It is expected to become the “second curve” of business growth。

*This article comesSource: Sina Securities, original title: "Revitalize a century-old tourism IP，Fosun Tourism Culture Ushers in New Growth Pole》.