China Online Travel Overview Sixth Edition

China Online Travel Overview Sixth Edition Published August 2013 Analysts: Maggie Rauch, Charlie Li, Deepak Jain, Douglas Quinby


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China's position as a force in global travel and tourism has been on the rise in recent years, and in 2012, the country surpassed Japan to become the largest market in Asia. China's total travel market will continue its double-digit growth for the next several years, and online travel bookings will climb past the US$30 billion mark by 2015. Yet despite the continued growth and strong demand for travel among the country's expanding middle class, challenges to the broader economy will mitigate growth to some extent.

China Online Travel Overview Sixth Edition presents market sizing and projections for the total and online leisure and unmanaged business travel markets in China from 2011-2015. 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 2011-2015
  • 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 2015
  • Examination of the OTA landscape – local versus global players, recent activity and comparison of business models and offerings
  • Emergence and impact of other online intermediaries, including metasearch and online shopping malls
  • 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 Sixth Edition provides the numbers and need-to-know facts and analysis on China's large and rapidly advancing travel marketplace.

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  • Key Findings, Introduction and Methodology
    • Key Findings
    • Introduction
    • Methodology
  • China: At the Top and Climbing
    • Intermediaries: The Fight for the Middle Ground
    • Online Travel Agencies Slug It Out
    • The New Intermediaries: Metasearch and Shopping Malls
    • Segment Analysis: Taking the Battle Online
    • Airlines
      • Ancillary sales
      • GDS and connectivity
    • Lodging
    • Rail
    • Car Rental
    • Mobile, Social and Reviews
      • Mobile
    • Social Media and Online Reviews

Phocuswright's China Online Travel Overview Sixth Edition presents market sizing and projections for the total and online leisure and unmanaged business travel markets in China from 2011-2015. Figures for 2011-2012 are based on actual company results and selected projections for 2012. Market sizing for 2013-2015 is projected. Estimates and projections are for gross bookings – the retail value of travel sold after cancellations.

Travel market sizing for China is based on relevant supplier revenues from airlines, hotels, car rentals and rail. Airline sizing excludes other revenues (e.g., freight, ancillary sales, cancellation charges). Hotel figures are based on room revenue. Figures for car rental are based on rental revenue, while rail figures are based on passenger ticket revenue. Totals may not always equal 100% due to rounding.

Supplier revenues are 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 sizing 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 a travel policy dictating the channel, type of travel, supplier or fare/rate used. Corporate online booking systems are excluded from this analysis. This report does include corporate travel bookings in total travel market figures and in the total revenues 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 online travel agencies (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 that are paid for online. Travel that is researched online but booked offline using company telephone numbers provided on websites is, wherever possible, excluded from online gross bookings figures. Phocuswright has made estimates for the percentage of offline (call center) bookings made via OTAs in China. These bookings are excluded from the total online number.

Phocuswright builds its estimates and forecasts from interviews with more than 75 travel executives across Asia Pacific (APAC) 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 data from public filings of listed companies, government statistics and select thirdparty data sources.

Market sizing is presented in both the local currency – Chinese yuan (yen;) – and U.S. dollars (US$). Local currencies are converted at the average rate for the period they represent. References to the "travel market” are understood to cover the total travel market, and "traditional travel agencies” refers to principally offline travel agencies. "Online penetration” denotes the percentage of people shopping and buying travel online, while "Internet penetration” denotes the percentage of people with Internet access.

US $695 
CA $915 • £543 • €629
FREE for Open Access Subscribers
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