This summer has witnessed an impressive surge in travel activities, with hotel and flight searches seeing an increase of more than 20% compared to the previous yearThe rebound in international tourism has been particularly notable, with travel bookings for regions such as Europe and Latin America skyrocketing by over 80%. This upward trend is bolstered by data from Meituan, which indicated that in just two weeks in mid-July, nationwide cultural and tourism consumption increased over 20% month-on-monthProducts related to summer escapes, including group tours, individual itineraries, and park tickets, saw orders soar more than double compared to last year.

Since the beginning of 2023, it has become abundantly clear that cultural and tourism consumption is in a robust recovery phase, evolving from city walks to rural explorations and from hyper-scheduled experiences to meaningful retreats

People are exploring ways to enjoy tourism that uniquely blend excitement with introspection, celebrating everything from energetic village sports matches in Guizhou to serene diving excursions led by local enthusiasts in Tianjin.

This shift naturally leads to the question: How have preferences and choices concerning travel platforms changed in this evolving landscape? What strategies are various travel platforms using to capitalize on this newfound consumer enthusiasm, providing products and services that align with the desires of modern travelers?

The rise of Online Travel Agencies (OTAs) has been significant, marked by acquisitions and price wars that define a landscape dominated by a few major playersOTAs, which facilitate online bookings for flights, hotels, and attractions, have transformed the travel experienceAlthough the development of China's OTA sector began in the 1990s, it wasn't until the rise of mobile internet that the industry experienced explosive growth

With major platforms launching mobile applications, users can book travel products from virtually anywhere.

Leading the way is Ctrip, a company that has maintained its dominance in the mid to high-end travel market since its IPO in 2003, bolstered by a rich inventory of premium accommodations and robust customer serviceBy contrast, Qunar, a subsidiary of Ctrip, primarily attracts younger and price-sensitive consumers through its search and comparison services.

In the second tier of market competitors, platforms like Meituan, Fliggy, and Tongcheng leverage different strengthsMeituan, with its frequent local service traffic, connects customers seeking dining and takeaway interactions to their less frequent travel services, thus lowering customer acquisition costs for tourismInterestingly, approximately 41.6% of respondents favored Meituan for booking destination activities, a significantly higher preference than for other OTAs.

Fliggy, backed by Alibaba, utilizes the monumental traffic resources within its family of companies

Notably, many users are drawn to Fliggy due to their status as "88VIP members" which also covers Fliggy offeringsUnlike some other platforms that deeply self-operate, Fliggy focuses more on connecting users and businesses with technical support and data analytics, creating a more transparent ecosystem, albeit with potential setbacks in after-sales service.

Tongcheng benefits from the backing of powerful stakeholders, with Tencent being its largest shareholderThe partnership enables Tongcheng to tap into broader traveling demographics via WeChat mini-programs while efficiently targeting marketing through user data collectionNotably, in the second quarter of 2023, about 70% of new paying users on the Tongcheng WeChat platform came from non-first-tier cities.

In light of the pandemic's devastating impact on travel, these OTAs have pivoted their strategiesThe focus shifted towards promoting outdoor excursions nearby and introducing innovative "tour booking" models to stimulate demand and address low occupancy rates

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On the technology front, platforms are investing in intelligent travel management systems, gradually transitioning towards smart travel assistants, a notion that has yet to be fully experienced by consumers.

This evolving landscape has also prompted a transformation in how travelers gather information and plan tripsWhile platforms like Mafengwo or Qiongyou net were long thought to be essential for trail journals and travel tips, the focus has shifted towards social media platforms like Xiaohongshu and Douyin for information about travel destinationsThe key aspects now revolve around trending photo spots and food recommendations, essential components of contemporary travel guides.

Data from Douyin's Urban Research Institute showed that as of the first quarter of 2023, user interest in travel content had surpassed 400 million—a 13% year-over-year increase—and that travel-related content creators are the second largest industry contributors, behind cultural education

An excellent example highlighting the synergy between social media and travel marketing is the publicity surge for Zibo, renowned for its culinary prowess, largely driven by Douyin videos that attracted travel influencers to visit and share their experiences.

Conversely, Xiaohongshu has natural affinity for lifestyle content, becoming a dominant platform for travel decision-makingIn early 2020, users expressed a decreasing reliance on traditional OTAs, as Xiaohongshu emerged as the leading platform, utilized by 63.7% of respondents for travel-related decisionsThe platform encourages a collaborative content-sharing culture, allowing users to solicit advice, aid each other in emergencies, or provide recommendations on local dishes.

Since September 15, Xiaohongshu users have been posting travel advice daily, averaging 43.9 responses from other helpful users per postDuring the Paris Olympics, memorable advertisements featuring Kylian Mbappé and Liu Xiang highlighted the power of Xiaohongshu, creating a buzz with Mbappé's quirky pronunciation of the platform name and showcasing local businesses utilizing Xiaohongshu's trending elements to attract tourists.

Moreover, the Olympics have provided Xiaohongshu with a unique opportunity to broaden its user base beyond its original confines, revealing its ambition to appeal to a wider audience.

The convergence of OTAs and content platforms is evident as the boundaries blur between travel content and transactional offerings

With diverse platforms competing for user engagement, creating a seamless path from travel inspiration to booking has become crucialMore than ten years ago, Mafengwo pioneered the integration of content with OTA services, converting content consumers into paying customersThis model served as an essential reference point influencing subsequent expansions, as seen with Douyin and Xiaohongshu now embracing OTA functionalities.

Both platforms have established a tangible presence in the OTA market, with Xiaohongshu creating its campsites and collaborating with lodging firms, while Douyin has solidified its entrance into OTA business with features that integrate booking services, utilizing its vast content traffic to drive sales conversion.

What differentiates content platforms is their wealth of contact points and user interest, permitting channels for content marketing that coax users through the transitions of consumption: from inspiration to decision-making and ultimately sharing experiences

Yet, surveys reveal that traditional OTAs like Ctrip, Tongcheng, Fliggy, and Meituan continue to dominate the booking realm, capturing over 60% market share, with Xiaohongshu and Douyin accounting for merely 9%.

Thus arises the question: can traditional OTAs slice into the lucrative pie of travel content? The answer seems affirmative; many platforms have begun leveraging livestreams and creating engaging short dramas to bolster user engagement and branding loyaltyThe key to OTA platforms cultivating loyalty is not just to offer competitive pricing but to understand user psychology and provide quality, personalized offerings.

An illustration of this trend is showcased by Ctrip's launch of a dedicated travel service, "Ctrip Old Friends Club," aimed at users aged 50 and above, offering unique travel experiences and pricing strategiesThis initiative seeks to resonate with older travelers through nostalgia-laden content that simultaneously captivates younger audiences with fun and relatable narratives, ultimately establishing trust in their brand.

In conclusion, competition among travel platforms increasingly emphasizes understanding consumer psychology over mere price wars and traffic battles