7-Day Hotel: Tourism vertical search needs to focus on the hotel industry in the future

7 days is a special hotel, the CEO of computer science Zheng Nanyan's application of e-commerce can be described as vividly. After receiving financing of up to $65 million from international financial institutions last year, the Ministry will...

7 days is a special hotel, the CEO of computer science Zheng Nanyan's application of e-commerce can be described as vividly. After obtaining financing of up to US$65 million from international financial institutions last year, part of the financing was invested in the construction of a 7-day e-commerce platform, which enabled the 7-day direct sales advantage in the booking business to develop in depth. In the eyes of this hotel that shows IT genes, all channels should be used. For the launch of Microsoft's new brand Bing Travel, the 7-day hotel e-commerce director Quan Manwu said that he is quite optimistic about the project and said that if Bing Travel enters China, he hopes to establish a cooperative relationship with him for 7 days.

Bing Travel and "Where to Go" are the same idea

Bing Travel is currently only available in English. Based on the powerful search function of travel search engine Farecast in terms of air ticket and hotel price, Bing Travel has certain competitiveness in the field of travel vertical search. Quan Manwu believes that Bing Travel has the same operational ideas as China's local tourism vertical search engine, cool news, and user reviews. The word-of-mouth network has the same operational ideas. The profit ideas are from user search. After increasing the number of website visits, attracting enterprises. Buy search results.

The operational ideas are similar, but after all, the market background is different. Quan Manwu believes that the launch of Bing Travel is currently based on the European and American markets, and where it is located in the Chinese tourism market where many small intermediaries coexist, and there is a certain competitive relationship with the online booking platform Ctrip. In the hotel area, where to go and other travel search engines provide the same hotel price comparison search, due to the difference in profits that the hotel agent wants to earn, the same hotel has different room quotations. At the same time, most of the small intermediaries in the Chinese tourism market have not formed standardized operations. The information marked on the Internet is mixed with many false components, often attracting users to click with low prices. More tourism-oriented vertical search engines are more purely airfare and hotel prices. That is to say, most of China's tourism-based vertical search engines only assume the role of information provision and integration, in this role. There should be more areas worth developing and updating.

Cooperation with vertical search engines is worthy of attention

Quan Manwu said that the cooperation channel of the 7-day hotel is close to 100, including Sina, Phoenix, 58, Word of mouth, Tianya, Tencent, etc. Where is the vertical search engine and Cool News is one of the many cooperation channels. In terms of cooperation, according to Quan Manwu, the 7-day hotel has its own unique set. Due to its independent e-commerce platform, most hotel reservations can be completed through direct sales, and can be seamlessly connected with the channel. The cooperation between the 7-day hotel and the website where you go is mainly through the transaction billing (order billing) mode, and there is no way to advertise or purchase keywords. For a typical single hotel, the technically seamless docking cost is too large and can only be achieved through advertising. Quan Manwu revealed that since the cooperation between the 7-day hotel and the tourism vertical search website, the hotel direct sales effect has been improved. As a travel product provider, 7 days attaches great importance to cooperation with the tourism vertical search website.

Tourism vertical search needs to focus on the hotel industry in the future

For the tourism search model, it is not possible for Mannwu to think that it will be down, but when the airlines are committed to direct sales, the current large number of ticket agencies will gradually withdraw due to lack of competitiveness. At this time, the price search will be lost. necessity. This may be where to go, such sites need to think hard.

Quan Manwu believes that tourism vertical search should focus on the hotel industry in the future. The reason is that other industries do not have as many hotels. Among the five search contents of air tickets, hotels, train tickets, travel and car rental, there are only a limited number of airlines in China in the field of air tickets; users in the tourism field are more accustomed to finding large and reputable travel agencies; the car rental industry has not yet formed a scale in China; It is difficult to get involved in the supervision of national departments, and the hotel industry has a huge number. There are currently hundreds of thousands of single hotels in China that require the help of hotel alliances and vertical search engines to bring them closer to users. In this business scope, Quan Manwu believes that there is still a lot of room for development in tourism vertical search.

Internet education is a long process

Regarding the current situation of China's online travel market, Quan Manwu proposed a concept of Internet education. He believes that in the Chinese tourism market, the online travel company Ctrip.com first brought mouse + cement online booking education; then, where is the travel vertical search engine, cool news brought the price search education; then the hotel alliance system brought Direct marketing education. Internet education takes time, which is a long process.

Quan Manwu believes that the biggest value of the Internet is to achieve sales, rather than "propagation". At present, the way the general website collects advertising fees is rough. The value of the Internet assessment should be linked to the sales of the goods it drives. Based on this understanding, the 7-day hotel always insists on not talking about the advertising fee with the website, but only talks about the effect billing. According to the number of users, the transaction cost is calculated according to the hotel order. Although most of the individual hotels are limited in cost and cannot achieve a seamless docking breakthrough technology bottleneck, for the average single hotel, if they are willing to do direct sales, the saved money can achieve more technological progress.