For the qualifications for the issuance of consumer coupons, online travel companies will not stop the flow of flows

Since the beginning of this year, the issuance of cultural tourism consumer coupons has become one of the important means for local governments to promote the recovery of the cultural tourism market. The qualifications for the issuance of cultural tourism consumer coupons have also become the focus of online tourism companies. Why do online tourism companies be so important to the issuance of the issuance of cultural tourism consumer coupons? In the process of coordinating the vitality of the government and enterprises, how can we achieve a win -win situation to the greatest extent?

Flow blessing promotes sales

The qualification for the issuance of travel coupons means obtaining huge high -quality traffic.

"A large -scale consumer drainage is achieved with very low cost, and it is conducive to connecting multiple products in series. This is the first benefit for online tourism companies to obtain consumer vouchers." In the past, industry insiders analyzed that in the past, online tourism companies needed Wanting to attract consumers, whether it is issuing coupons or promotion or advertising, all investment is borne by the enterprise, and the effect may not be guaranteed. However, the subsidies and publicity of consumer vouchers are dominated by the government. Traveling companies do not need to spend money, but also allows consumers to interact in depth with the existing products of the platform.

“消费券实实在在的优惠对用户吸引力强劲，对平台来说，发放消费券将有效为平台引流，并带动用户关注到平台上更多旅游商家的产品。”携程旅行相关负责人告诉记者Since the beginning of this year, more than 20 destination governments have reached cooperation with Ctrip to benefit the people's consumption subsidy. The overall driving effectiveness of consumer coupons in some destinations has reached a leverage of more than 1: 10, which has improved the income effect on merchants. obvious.

How big is the data, the data of online tourism companies can explain the problem.

In June, a new round of "Poetry and Painting Zhejiang" tourist consumer coupons began to be issued. On the first day of restarting the distribution, the number of hotel orders on the Zhejiang area on the Flying Pig platform increased more than double the previous day, and the order volume of vacation products also increased by nearly two times the previous day. Driven by the Anhui Cultural Tourism Consumer Council, in July, the total turnover of Anhui destinations on the Flying Pig platform increased by 46%month -on -month, an increase of more than 100%year -on -year.

From April 25th to May 25th this year, the Yunnan Provincial Department of Culture and Tourism has issued cultural tourism consumer coupons and cultural tourism refueling coupons worth more than 10 million yuan on the Ctrip platform. During the issuance of consumer vouchers, users' attention to Yunnan tourism has increased significantly. On the Ctrip platform, Yunnan's visits to the visit increased by 42%month -on -month, and hotel orders in the province increased by more than 40%.

At 9 o'clock on July 19, Hunan's second wave of cultural travel consumption coupons were issued. According to Meituan data, as of July 20, the ticket coupons of the scenic spot had been robbed. Taking the Wulingyuan Scenic Scenic Area as an example, the number of payment orders for consumer coupons increased by 103%from the previous week; Zhangjiajie Tianmen Mountain National Forest Park, the number of payment orders increased by nearly 50%from the previous week.

Practice has proved that the issuance of consumer vouchers is a shortcut to boost user consumption. The reporter observed that in order to realize the traffic brought by the cultural tourism consumer coupon, online tourism companies are also relying on their own diversified product resources to superimposed the preferential sales to promote sales.

"According to the characteristics of the resource characteristics of different destinations, we will carry out personalized design in the aspects of product design, publicity and promotion, and resource matching. Promoting intensity and promotion of preferential superposition. "Lu Yishi, the head of the Ministry of Commerce of the Domestic Ministry of Commerce of Tuniu, gave an example." Taking Lianyungang Consumption Consumer Consumer Course as an example, we have added related activities to cooperate with the Bank of China on the basis of local preferential policies. Increase the profit margin, and through superimposed discounts to further stimulate tourists' willingness to consume. "

"During the distribution of the Consumer Consumer Consumer Consumer Consumer Consumption, Tongcheng Traveling Platform subsidy gameplay, designed consumer vouchers+refueling vouchers, consumer vouchers+bank vouchers, consumer vouchers+catering vouchers, consumer coupons and other combination discounts Products. "Xie Yan, vice president of Tongcheng Cultural Travel, told reporters that taking the 2022 Cultural Tourism refueling coupon in Yunnan Province as an example, in order to drive the platform consumption closed loop, Tongcheng trip added an additional taxi red envelope, and the delivery machine coupon package. Promotion projects.

Brand endorsement resource

For online tourism companies, the qualification for issuing cultural tourism consumption coupons means that the destination government's recognition of the platform indicates that it will obtain more opportunities.

"Local governments perform strict bidding processes on the cultural tourism consumer coupon project. For enterprises, the qualifications for the issuance of the destination government consumer coupon means the comprehensive capabilities of the platform, such as capital security capabilities, product technical capabilities, marketing, marketing, marketing The promotion capabilities have been recognized. At the same time, there are more opportunities for cooperation and interaction with destination merchants. "Li Xuefang, head of the Public Affairs Department of Flying Pig Travel.

"In the future for a considerable period of time, stimulating tourism and consumption will be an important task of the cultural and tourism departments in various places. The issuance of consumer coupons is only the beginning of cooperation, and the platform will get more opportunities." Zhou Yishui analyzes that if it can be established with the destination, it can be established with the destination. A long -lasting cooperative relationship between healthy and trusting each other will bring more development opportunities to online tourism companies.

In terms of completing the task of issuing coupons, online tourism companies have spared no effort. Usually before issuing vouchers, online travel companies will formulate a set of solutions to ensure that consumer coupons are issued normally and get better issuance results.

"The Flying Pig Platform will issue consumer vouchers through flexible and diverse ways according to the characteristics of different destinations and the theme of consumer coupons. In terms of system configuration and product technology, we will design consumer vouchers of different quota, and through the through Simplify the collection link to make consumers use more conveniently. "Li Xuefang introduced that on this basis, Feizhu also increased investment in technology and security. In the event access stage, the risk of data model capabilities is used to prevent and control risks, strictly review the qualifications of selected merchants and products, and ensure the authenticity, safety and quality of the participants in the event; during the preferential collection stage, through human -machine recognition and other calculation engines, crack down on a blow to crack down Mal malicious risks such as "swipe"; in the stage of transaction nuclear sales, real -time identification and intercepting high -risk risk transactions, maximizing the safety of consumer coupons, sending discounts to consumers, and transforming into destination tourism consumption Incretion. "During the issuance of the consumer voucher, Ctrip will simultaneously to the user's" grass -growing "destination tourist characteristic scenic spot, explosive high -end hotels and other products to further enhance the user's attention to the destination, increase the influence of destination, help destination tourism recovery recovery . "The relevant person in charge of Ctrip said," At the same time, we will make special customization based on the travel characteristics of the destination, the types of consumer vouchers, and the subsidy step -type plan. Links to achieve the best results. "

"In the issuance of cultural tourism consumption vouchers, we have strict screening standards for businesses participating in the event." Xie Yan introduced, "Centers for user experience, we will screen the word -of -mouth scores of 4.8 or more, effective orders within 180 days, consumer vouchers During the distribution period, there is a richer theme activity merchant. In addition, in the category of consumer vouchers, the scenic spot will be based on A -level tourist attractions or good reputation theme parks and performing arts hot springs. The line selection will be based on the products launched by local strong travel agencies. "

"In order to better complete the distribution work, Tuniu will be in system docking and research and development, overall distribution plan planning, product design and special page promotion, channel channel coordination, cross -border resource integration, media matrix communication, live broadcast promotion, risk control mechanisms, risk control mechanisms Be prepared for the other aspects. "Lu Yishi said," In order to ensure consumers from receiving cultural tourism consumer coupons smoothly, we will strictly identify the real information of customers, investigate and clean up the ox, and protect consumers' rights. "

Win -winning cooperation to promote recovery

During the interview, a number of industry players said that the stimulation of market vitality through cultural tourism consumption vouchers is a collaborative combat of the government and enterprises, and it is a win -win situation. "As an online tourism platform, we will also rely on our own advantages to stimulate and drive local tourism and consumption, and use the market to restore the platform's own business recovery."

While helping to issue cultural tourism consumer vouchers in various places, how to help local local tourism influence is also an important issue for online tourism companies. "During the issuance of local cultural tourism consumption vouchers, Tongcheng Travel carried out online and offline multi -dimensional marketing activities, combined with the" blind box '' ', cultural and creative "and other gameplay. Based on "big data+", Tongcheng implements the "online+offline" linkage marketing model, establishes a data model system with digital assets as the core, and conducts data multi -dimensional, dynamic, correlation, demand, etc. Analyze the diversified digital marketing of destinations.

While issuing consumer subsidies, online tourism companies also rely on their own marketing resources advantages to integrate marketing resources multi -dimensional, through measures such as full traffic support and accurate customer sources to bring sustainable exposure and benefit increases to tourist merchants. "For example, in June of this year, the Guizhou Provincial Department of Culture and Tourism and Ctrip Group launched the" Colorful Guizhou · Chamber of Commerce and Huimin "Cultural Tourism Consumer Course subsidy. In order to further expand the influence of the activity, Ctrip supports a variety of marketing resources, such as Ctrip, such as Ctrip Apply on the special page of the APP, which is convenient for users to book relevant cultural tourism products after receiving the coupons and provide one -stop travel services. On the special page, Guizhou high -end hotels, well -known scenic spots, boutique lines, specialty goods, graphic, video content strategy a one It should be fully planted for users. "

"The better the merchant develops, the better the platform's own development." Li Xuefang said: "We regard the cultural tourism consumer voucher as a powerful leverage, not only the capital income. The voucher superimposed platform power leverages a larger scale of cultural tourism. "

“文旅部门要推动当地旅游业整体发展，发券只是途径，发展才是目的。”周易水建议，如果在线旅游企业在做好发券工作的同时，能结合自身实力，为当地提供更多Value -added services will get more opportunities in this competition.

During the interview, the reporter learned that for the next step of the issuance of cultural tourism consumption coupons, online tourism companies have more new ideas. "Recently, we are promoting cooperation with UnionPay, through cloud flash payment, digital currency and other methods, to strengthen linkage with the digital economy field; implant marketing cracking gameplay in consumer vouchers, and promote the" tourism+good things' pan -travel travel project linkage "Xie Yan said.

"Next, Tuniu will increase scientific and technological empowerment, such as combining big data to achieve demand matching more accurately; combined with digital marketing, try to combine consumer coupons with digital collections, digital cultural and creative, etc." Lu Yishi said.

[Expert point of view] Wu Liyun, a professor at the Chinese Culture and Tourism Industry Research Institute of the Second Foreign Language Institute of Beijing:

The issuance of tourism consumer vouchers is a common means of stimulating the needs of tourism consumption in various places. The subsidies of real gold and silver all local governments can allow tourists to obtain low -cost and high -quality tourism products. At the same time, the business growth of tourism companies such as accommodation, scenic spots, and travel agencies will promote the recovery and development of tourism industry in various places. The combination of online tourism companies and tourism consumer coupons not only becomes an important path to stimulate the needs of tourism consumption, release the vitality of tourism, and promote the development of the tourism recovery. It also provides the entrance to the online tourism company to obtain new traffic, and maximizes the maximum performance of online tourism companies to maximize the performance. The driving and drainage role of consumer vouchers, the integration platform's own resources, and enhance the competitiveness of the enterprise, providing new opportunities.

Getting new traffic entrances is an important path for online travel companies to achieve sustainable development. The cooperation of online travel companies and local governments to issue tourism consumer coupons can not only bring new traffic to online travel companies, but also innovatively build new cooperative relationships between enterprises and tourist destinations, bringing new development opportunities to online travel companies.

At the same time, through the strong drainage effect brought by tourist consumer vouchers, online travel companies can fully excavate and integrate existing resources to develop the preferential products that are matched with it or integrated products that are connected with it. The effective revitalization of online travel companies for existing resources can also promote in -depth cooperation with related enterprises, jointly develop new products, achieve marketing marketing, and continuously enhance the competitiveness of enterprises. (Author: China Tourism News reporter Zhang Yu; Editor: Cao Xuewen)

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