环球旅讯－亚朵酒店联盟会议 演讲稿 20151116 唐拉雅秀 final.ppt

3. 酒店向OTA学什么？ － 更大的科技投入吗？ 出行前: 个性化推荐 Old New 个性化首页 vs 旧版首页转化率 2.7倍 Mobile APP 个性化? 出行中: 个性化信息推送 到达前无提醒 到达时提醒 携程52%以上订单来自App 移动端用户成为主流 旅游类APP 打开率低？ Use Cases: 海外购物 ：优惠券提供 旅游中 ： 当地玩乐产品推荐 旅游中： 周边景点推荐 …… 出行前 出行中: 个性化线下服务 客户真的不喜欢 IVR？ 规模： 最大的旅游服务呼叫中心 (10000+ 席位) 呼叫量 : 360,000 calls / 天 目标： 精准定位，快速解决用户问题 最优化的成本结构 来电意图实时预测 智能化 IVR 用户呼入 呼入分配 准确预测30%来电意图 电话接通时间从8.2秒缩短到2秒 平均服务需时从2分钟减少为1分钟 前期测试显示 4. 酒店用户消费行为趋势 Christmas Eve Day contributed the highest bookings of high-end hotel among the whole year. 5. 酒店的机会在哪里？ 酒店PMS 渠道和定价管理工具 集成平台 销售平台 市场 1. 社交媒体是新的预订引擎吗？ 2. 移动时刻的反应速度！ 3. 利用好OTA的广告牌效应 6. 个性化服务 7. 附近生意 停车场？ 8. 用户驱动的场景设计 9. 吸引客人参与忠诚度计划 …入住前 …入住中… 离店后… 下次来之前 4. 跨界合作 资源互换 5. 针对性的内容营销 王京 首席商务官 环球旅讯 Joseph Wang, Chief Commercial Officer, TravelDaily China 136 0106 4196 Upcoming Events 2016 Thank you for the invitation * * * * 1 Online penetration continued to make strides[stra?d] in China, climbing from 16% in 2013 to 22% in 2014. 2 Intermediaries are the biggest drivers of the move online, but suppliers are making progress at selling directly to consumer through their sites as well. 3 The most penetrated segments, air and lodging, continued to move online, with 40% growth for online air and 55% growth for online lodging. * * The biggest transformation is occurring within rail, which will leap from just 6% of the markets online travel gross bookings in 2014, to nearly a quarter in 2017. * * 1 Chinas mobile boom goes well beyond rail, as the story of the shift to online quickly becomes the story of a shift to mobile. 2 In 2016, China will be the first country where mobile accounts for a majority of online bookings 3 By 2017, nearly a quarter of the total travel market will be transacted through mobile channels, making China a true leapfrog market where mobile becomes the dominant online booking channel before online travel penetration has matured. 4 In a 2014 survey for Phocuswright Research, Chinese travelers showed significantly higher