Analysys: In 2015 Q4, the giants of online hotel market allied, and online vacation rental firstly gained policy affirmation
In 2015 Q4, China's online accommodation booking market realized a transaction size of RMB 24.91 billion, a rise of 58.9% year on year, shown in the latest Quarterly Monitoring Report on China's Online Tourism Market 2015 Q4 published by Analysys industry database.
In 2015 Q4, China's online accommodation booking market realized a transaction size of RMB 24.91 billion, a rise of 58.9% year on year, shown in the latest Quarterly Monitoring Report on China's Online Tourism Market 2015 Q4
published by Analysys industry database.
The online accommodation booking showed a robust growth in 2015 Q4, slightly drop compared with market size of annual peak season, and a greater increase compared with that in the same period last year. In the opinion of Analysys, formation of overall tourism consumption habit and steady growth of online travel-around market jointly promoted the development of traveling ways of peak shifting travel and weekend "Scenic spot+Hotel", thereby pushing the significant growth of accommodation market size in Q4.
In aspect of online accommodation booking market except hotel, online vacation rental (houses) market firstly gained policy affirmation. The Opinions of the General Office of the State Council on Accelerating Development of Consumer Service and Promoting Upgrading of Consumption Structure
issued by the State Council in November clearly stipulated that explore new hotspot of tourism consumption, relax the access and business permit of "Internet Plus" new operational types such as online vacation rental and travel transport. Tujia, the leading enterprise of online vacation rental market, announced entry C2C business in December. The sharing economy represented by online vacation rental is gradually developing in China's online accommodation market.
In 2015 Q4, online accommodation booking market cooperated frequently with other Internet enterprises. For example, in October, Baidu Map opened the hotel booking entry during the National Day holiday; Letv stepped into hotel ecology and cooperated with hotels to install Letv in hotel rooms and provide Letv video service; in November, Plateno Group cooperated with Suning to promote the e-commercialization of hotel purchasing.
In the opinion of Analysys, the structure of standardized product market of online accommodation booking is initially determined, and the market is gradually becoming more mature. However, in consideration of commission apportion, etc. future online accommodation booking resources may explore the innovative development model of industry chain, and jointly lead the further progress of market with online accommodation booking vendors.
In 2015 Q4, a pattern featured by "Bipolar and Multi-great Power" was maintained in online accommodation booking market. In 2015 Q4, Ctrip ranked top with a transaction size of RMB 10.571 billion and a market share of 42.44%. Qunar.com ranked second with a transaction size of RMB 5.021 billion and a market share of 20.16%. The concentration trend of online accommodation booking market has been strengthened in 2015 Q4, and compared with the previous quarter, there was a seasonal fall by 2.67% in market share of top four vendors, reaching 82.46%.
In 2015 Q4, after merger of online accommodation giant enterprise Elong, the Ctrip family with Ctrip as the main capital force completed the merger with Qunar.com, another giant of online accommodation industry, by means of stock exchange with Baidu. The integration of Ctrip and Qunar.com occupied a market share of 62.6% in online accommodation field, and the overall development of two giants will regulate the market competition order of online accommodation booking market, thereby sharply reducing the consumptive cut-throat competition such as commonly seen price competition, and further increasing collaboration among vendors. The market structure of online accommodation is basically confirmed after merger, and pressure will be intensified on the offline hotels at the resource terminal, with a gradual fall of discourse power in future. The integration of online and offline resources with form of hotel alliance will become the new trend of online accommodation field over the following period. In November, four domestic hotel groups including Hainan Airlines, Greenland Group, ZTE Hotel and Atour Hotel came to be the "China's Future Hotel Alliance".
Qunar.com took the entrance advantage of mobile terminal at market end, and added proportion of direct sign and first-class hotel at channel end, thereby maintaining a rapid growth. Ali Trip built a grand hotel alliance by relying on "November 11" large promotion campaigns, and launched a joint hotel pre-sale package to test the market.
In the opinion of Analysys, by the merger of Ctrip and Qunar.com, two giants of online accommodation booking market, future accommodation market will gradually enter a more rational competition environment; strive in business level to improve the service quality; and penetrate into the upstream and downstream of industry chain to further drive the process of "Internet Plus".
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