China Online Travel Overview Eighth Edition: Leapfrogging to the Mobile Lead

China Online Travel Overview Eighth Edition: Leapfrogging to the Mobile Lead Published July 2015 Analysts: Maggie Rauch, Charlie Li, Coney Dongre, Deepak Jain


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Finally, a travel market has caught up to the mobile hype. In 2014, more than half of China's online travel agency bookings came through mobile. By 2016, China will become the first majority-mobile online travel market. Now, everything happening in the country's travel industry is driven by innovation and execution through mobile channels. As travel booms, mobile channels are driving competition among established online providers, upstart new entrants and big Internet companies pushing into the travel game.

Phocuswright's China Online Travel Overview Eighth Edition presents market sizing and projections for the total and online leisure and unmanaged business travel markets in China from 2013-2017. The report also outlines the key trends that will shape China's travel market in the years to come.

Report highlights include:

  • Total market and online leisure/unmanaged business travel bookings for 2014-2017
  • Bookings by major travel product segment – air, hotel, rail and car rental – including discussion of key players and segment dynamics
  • Detailed online travel market analysis, including online penetration, share by segment, and unique characteristics
  • Impact of the mobile channel on online travel shopping and purchasing.  

Phocuswright's China Online Travel Overview Eighth Edition provides the numbers and need-to-know facts and analysis on China's large and rapidly advancing travel marketplace.

  • Introduction
    • Key Findings
    • Methodology
    • Overview
  • Intermediaries: The Wild East
    • Mobile Transforms the Market
      • China’s Internet Giants and Travel
      • What Lies Beneath: Startups
    • Airlines: Growth Before Change
      • Mobile
      • Ancillaries
    • Lodging: Growing Pains
      • Hotels Online
      • Alternative Accommodations
    • Rail: Network Effects
    • On the Road – Car Rental, Ride Sharing and Taxi Hailing
      • Online Car Rental
      • Not So Traditional: Mobile Apps Shake Up Ground Transport

China Online Travel Overview Eighth Edition presents market sizing and projections for China's total and online leisure and unmanaged business travel markets for 2013-­2017. Figures for 2013-­2014 are based on actual company results and selected projections for 2014. Market sizing for 2015-­2017 are projections. Estimates and projections are for gross bookings - the retail value of travel sold after cancellations.

Airline sizing excludes other revenue - e.g., freight, ancillary sales and cancellation charges. Hotel figures are based on room revenue. Figures for car rental are based on rental revenue; rail figures are based on passenger ticket revenue. All figures have been adjusted from fiscal year to calendar year, and may differ from actual data reported by companies. Totals may not always equal 100% due to rounding. 

Supplier revenue is attributed to the market where the company is based or headquartered. For example, 100% of Air China's passenger revenue is attributed to China.

Both leisure and unmanaged business travel services are included in online travel market size and forecast figures. Unless otherwise indicated, all online gross bookings and share figures refer to leisure/unmanaged business travel. Unmanaged business travel refers to all air, car and hotel expenses associated with business travel in firms that do not have travel policies dictating channel, type of travel, supplier, or fare/rate uses. Corporate online booking systems are excluded from this analysis. This report does include corporate travel bookings in the total travel market figures and in the total revenue for each segment. However, it does not directly address the size and dynamics of the corporate travel market, except to the extent that they shape key trends affecting the size and development of the total and online travel markets. Some corporate bookings made through leisure channels, such as OTAs and supplier websites, may be included in online totals because of the difficulty in distinguishing these bookings from leisure sales.

Phocuswright defines online travel as travel services paid for online, whether by credit card, Internet banking, electronic wallet or other means. Travel that is researched online but booked offline using telephone numbers on provider websites is, wherever possible, excluded from online gross bookings figures.

China Online Travel Overview Eight Edition also includes mobile travel market sizing for 2014 and projections for 2015 to 2017. Sales from both the mobile web (smartphones and tablets) and applications are included in mobile gross bookings.

Phocuswright built its estimates and forecasts from interviews with more than 100 travel executives across the Asia­Pacific (APAC) region regarding their companies' Internet sales, marketing and technology investments, challenges, strategies and expectations. Their responses have been vetted and aggregated to determine market size for supplier websites and OTAs. Phocuswright also considers historical growth and economic trends when developing its forecasts, and reviews public filings of listed companies, government statistics, and data from select third­ party sources. 

Market sizing is presented in both local currency - Chinese renminbi (RMB) - and in U.S. dollars (US$). Local currency is converted at the average rate for the period represented. References to the "travel market" cover the total travel market, and "traditional travel agencies" refers principally to offline travel agencies. "Online penetration" denotes the percentage of travel gross bookings transacted online, and "Internet penetration" denotes the percentage of people with Internet access.

US $995 
CA $1,310 • £777 • €901
FREE for Open Access Subscribers
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