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携程的春天来了吗?

2023年第一波报复性消费从春节旅游开始,夸张到什么地步?

2023年第一波报复性消费从春节旅游开始,夸张到什么地步?

三亚酒店一晚价格最高达到20万年以上。

德宏芒市卖甩手粑粑的小哥甩太多饼,导致手腕脱臼。

昆明喂海鸥情况:平均五十个人喂一只海鸥。

长沙文和友拿号备注:您前方还有4538桌,请耐心等候。

今年春节假期七天,全国国内旅游出游3.08亿人次,恢复至2019年同期的73.1%。国内旅游收入超过3700亿。

萎靡很久的旅游业,似乎终于等到了它的春天......

回暖

相比于之前各大平台发布假期旅游数据证明自己还“活着”,这次春节,旅游市场明显靓眼起来了。

1月27日,携程发布《2023年春节旅游总结报告》,这个春节旅游订单整体较去年同期增长4倍。相比过去三年,由本地和周边主导的春节旅游市场开始转变,今年跨省酒店预订占比近7成,预订量反超2019年春节。

除此之外,内地旅客预订境外酒店订单量同比增长超4倍,跨境机票订单增长4倍,出境游订单同比增长640%,国内外旅行订单迎来久违的爆发性增长。

(数据来源:携程旅行)

迎来春天的不只有携程。据电商报统计,同程旅行2023年春节假期的机票、火车票、汽车票订单量反超2019年同期。其中,国内机票预订量较2019年同期增长129%,汽车票预订量较2019年同期增长230%,火车票预订量较2019年同期增长18%。

飞猪春节期间,民宿订单量暴涨,同比增长超260%;国际机票预订人次同比增长超4倍,办理签证的人次同比增长超3.4倍。去哪儿平台上每位旅客的出行距离同比增长了400公里,出境机票更是相较2022年增长了6.7倍。

(飞猪春节出游快报)

中国人民大学休闲经济研究中心主任王琪延曾预测,2023年的五一,旅游业将恢复到2019年的80%左右;2023年十一期间,将恢复到2019年的90%左右。

也就是说,2023年在线旅游平台全面恢复至2019年的盈利水平似乎没有那么遥远了。

说实话,这几年在线旅游平台的日子不好过。

2020年携程CEO孙洁带头与高管一同降薪,最低降至半薪到行业恢复,而后又屡屡出现大规模裁员的传闻。根据新旅界统计的数据,2019年携程的员工数量为44300,而截至2021年年底携程的员工数量为33732,减少数量超1万人,是减员人数最多的企业之一。

另外,从2016-2021年的财报来看,携程的营收增速分别为76.45%、39.27%、15.56%、15.18%、-48.65%、9%,几乎是连年急速下滑。行业龙头尚且如此,其他企业更不好过。

据不完全统计,2020年在线旅游平台倒下超20家,比如亦安旅行、游多多旅行网等平台相继倒闭。2021年,又有十余家平台宣布倒闭。还有马蜂窝“退款”风波(众多消费者在反映自己在马蜂窝上购买的机票、酒店等票款始终未被退款,联系马蜂窝客服也没有回应)22年五月末爱彼迎退出中国市场......

寒冬之下,实力不够的玩家陆续被清洗出局,老大哥携程在积极自救。

积极自救

OTA平台的收入主要来自酒店、机票和旅游三项业务。

疫情期间,消费者出行计划变少,对应平台的酒店业务、在线票务、机票业务的收入都会骤减。既然出境游、长途游受到较大影响,于是平台转变思路,纷纷瞄准了本地游、周边游市场。

为了吸引短途旅游用户,携程大力发展周边游以及私家团、主题游等品质休闲产品。2022年1-8月,携程本地订单占比相对2019年同期增长了44%,在酒店业务方面,本地酒店也是拉动携程住宿预订反弹的主力。今年二季度,携程集团本地酒店预订量较2019年同期增长超过30%。

与此同时,随着小红书、抖音等平台“直播种草”的兴起,为了迎合这一代消费者的口味、守住现有的流量,携程转而做起了内容。2020年,携程推出了“BOSS直播”,携程集团创始人、董事局主席梁建章在直播中结合目的地特色,cos了37个人物,一举出圈。

(图源:网络)

2020年,携程直播118场,带动预售总GMV超40亿元。2022年第二季度,携程直播平台观看到成交的转化率环比增长62%,携程星球号旗舰店店内直接交易额环比提升31%,携程口碑榜酒店榜单内容转化交易额环比提升34%。

另外,得益于携程早年在海外进行了多年的精心规划,携程海外业务靓眼。二季度财报显示,Trip.com作为携程海外业务重要子品牌,机票预订量同比增长约680%,本土酒店环比增长50%,携程整体海外业务国际平台机票和酒店的预定量同比增长超过100%。

在积极寻找增量,以及早年布局的准备之下,携程等来了行业回暖之际。2023年1月11日,携程与泰国国家旅游局在曼谷开启了自入境政策正式优化后首场海外直播。数据显示,这场直播吸引了海内外超1000万观看热度。活动首日,泰国产品订单量超过11000单,GMV累计突破4000万元。

如今,携程与全球200余个国家,60余万家酒店建立了合作网络。目前看来,直播是携程开展内容营销的重要一环,也是其渗透海外市场重要手段之一。

携程的春天来了吗?

市场回暖,携程二十多年积累沉淀下来,无论是业务规模庞大,还是议价能力,同行很难比拟。在供应链资源、产品体系方面也有很大优势;尤其是在中高端商旅市场,占据绝对主导,与其同时,海外市场份额也在不断提升,看着一片大好的情形下,携程的忧虑却不小。

一是流量焦虑。

美团、阿里飞猪、抖音、快手、小红书凭借着更便宜的流量、获客成本,向OTA市场发起了猛烈攻势。美团加速向高端酒店领域渗透。比如2022年第一季度,美团酒旅平台的高星酒店间夜量占比达17.4%,创历史新高;抖音在7月中旬宣布,将酒旅业务从电商板块切换至本地生活服务板块。

在巨大的流量攻势下,2021年,OTA“一超多强”的格局松动。携程、去哪儿市场份额分别同比下滑了4.4、3.6个百分点,至36.3%、13.9%,合计市场份额为50.2%。美团、同程旅行继续扩张,市场份额分别达到20.6%、14.8%。飞猪市场份额为7.3%。

虽说直播业务有所出圈,但在“流量爸爸”们面前,还是小巫见大巫。携程必须更加侧重内容营销。但一个顾虑是,侧重内容营销形成的开支压力必然会让没有余粮的携程雪上加霜,比如携程无法平衡收支。

整体来看,收支不平衡,是大部分在线旅游平台难以迈过去的一道坎。值得一提的是,携程22年第二季度,其有息负债余额为536.05亿元。

二是携程深耕领域松动。

携程深耕的交通票务、住宿酒店等供应链领域受到挑战。

交通票务方面,中信证券研报显示,机票“提直降代”后,OTA行业的航司佣金率基本维持在2%左右。火车票方面,12306占据了接近90%的市场份额,OTA平台几乎没有议价权与盈利空间。

住宿酒店方面,携程抽取的佣金率越来越高,酒店商家不甘心一直被“收割”,通过APP、微信小程序等工具自己下场做私域流量,大型连锁酒店们率先“出逃”。比如,锦江酒店、华住酒店的会员数分别也已经超过1.8亿、1.9亿。

携程赖以生存的地基正在松动。

这就是,即便是市场回暖,作为行业第一的携程,在流量焦虑和深耕领域的威胁下,也不敢松口气的原因。

参考来源:

1、鹿鸣财经:疫情下的OTA:推倒、洗牌、重来、新生

2、雷达财经:上半年营收利润双降,携程离全球第一还有多远?

3、连线Insight:携程等待“拐点”

4、懂财帝:携程B端「裂痕」:流量焦虑下的「变形」


知道了