China Online Travel Overview Seventh Edition

China Online Travel Overview Seventh Edition Published August 2014 Analysts: Maggie Rauch, Charlie Li, Deepak Jain, Douglas Quinby


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It's no wonder the Chinese online travel landscape is being described as the world's most exciting, especially after exploding onto the Asia Pacific travel scene, solidifying its lead over Japan as the largest travel market in the region and enjoying a quickly evolving online environment. Consumer mobility has been nothing short of extraordinary; travelers who could not afford leisure travel before now can and some who already were can now afford international trips and luxury hotels. Some factors, however, have put a drag on the travel industry, such as the unemployment rate, a slowing economic growth and national politics – but despite this, travel industry gains will continue through 2016, when gross bookings will total US$139.9 billion.

Phocuswright's China Online Travel Overview Seventh Edition presents market sizing and projections for the total and online leisure and unmanaged business travel markets in China from 2013-2016. 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 2013-2016
  • 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
  • Comparison of online travel agencies (OTAs) versus supplier websites, including key players, bookings and projected growth rates through 2016
  • Examination of the OTA landscape – local versus global players, recent activity and comparison of business models and offerings
  • Continued importance of offline fulfillment and the role of traditional travel agencies
  • Impact of the mobile channel on online travel shopping and purchasing
  • Importance of social media platforms and online reviews in travel research and planning

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

Also Available
Gain a comprehensive view of the Asia Pacific region's travel market performance from 2012 to 2016 with Phocuswright's Asia Pacific Online Travel Overview Seventh Edition. The report provides market sizing and aggregate gross travel bookings of Asia Pacific-based travel suppliers, covering 13 APAC countries' leisure and unmanaged business travel. The report includes in-depth analysis of China, Japan, India, Australia and New Zealand.

  • Introduction, Key Findings and Methodology
    • Introduction
    • Key Findings
    • Methodology
  • China: The Surge Continues
    • The New OTAs: Elbowing In
    • Packaging and Outbound Travel
    • Shopping Malls
    • Trip Solutions
    • Segment Analysis: Air, Lodging, Car Rental and Rail
      • Airlines: Upside Amid Uncertainty
        • Online Air Market
        • Ancillaries
        • Mobile and Innovation in Aviation
      • Lodging: Shifting Foundations
        • Lodging Online
        • Mobile and Innovation in Lodging
      • Car Rental: Picking Up the Pace
      • Rail: OTAs' Elusive Essential
    • Mobile: Remaking the Mold
      • Overview and Projections
      • The WeChat Effect

China Online Travel Overview Seventh Edition presents market sizing and projections for China’s total and online leisure and unmanaged business travel markets for 2012-2016. Figures for 2012-2013 are based on actual company results and selected projections for 2013. Market sizing figures for 2014-2016 are projections. Estimates and projections are for gross bookings – the retail value of travel sold after cancellations.

Airline sizing includes reported passenger revenue. 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.

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 such as Sabre GetThere 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 sector, 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 Seventh Edition also includes mobile travel market sizing for 2013 and projections for 2014 to 2016. Sales from both the mobile web (smartphones and tablets) and applications are included in mobile gross bookings; mobile gross bookings are a subset of total online gross bookings.

Phocuswright built its estimates and forecasts from interviews with more than 100 travel executives across the Asia Pacific (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 (¥) – and in U.S. dollars (US$). Local currency is converted at the average annual rate for the period represented. "Travel market" refers to the total travel market; "traditional travel agencies" refers to principally offline agencies; "online penetration" denotes the percentage of travel purchases made 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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