Traditional travel agencies and OTA (online travel business) contest on store escalating. Recently, the South Holding Back home together global resort chain's first resort group to create ClubMed theme image of the store, which is the third agency, "a shop a theme" boutiques, a destination by the depth image display, speed up the "whole network service upgrade plans. " OTA under the line layout also refused to yield, the lower open online and offline, traditional travel agencies to compete after all, a play to seize a larger market share.

Before departure to go to the store experience

Can travel experience in advance of the transaction? Recently, some travel agents do the relevant attempt. Recently, GZL & Resorts chain group ClubMed together to create the image of Guangzhou's first theme resort shop, shop theme of reducing the Maldives Resort Water House, set up the city's first "children's climbing wall + GO" experience zone, and invites the GO from ClubMed (Goodwill messenger) to teach children more demo at Club Med resorts and other projects can experience rock climbing, to provide consumers with professional holiday experience. Back home, general manager of marketing headquarters Li Haihui said that tourism is different from the current market the main theme of the store to create a visual scene tourism, creating tourism atmosphere, ClubMed GZL theme image store while both the aesthetic, more emphasis is to allow visitors to sign up when will be able to experience hands-on features, most elements of the travel process to attract tourists, such as water, house, rock climbing wall, GO, etc., completely true to the front line to experience the store, so that tourists can perceive provide interactive content to enhance their line former user experience.

Reporters on the scene saw children climbing wall experience area, and children in a welcoming GO assistance, the Department of the safety ropes, under professional guidance GO, relying on the hands and feet and body to maintain Ping Heng, boarded the top of the climbing wall. According to reports, known as "goodwill ambassador" of GO is ClubMed resort business philosophy of "soul", whose members come from 100 different countries of the world, they are versatile, warm and friendly, fluent in at least two different languages, tourists at the resort when participating in sports when the project they are professional guidance, to experience all kinds of entertainment during happy playmates.

"Early in the store experience, we hope that through this approach to enhance the trading volume." Li Haihui admitted that the advantages of the traditional travel agency services can be reflected in the store by store experience, guests have a more intuitive understanding of the product or confidence.

In addition GZL, UTS tourism, Caesar, such as CYTS travel agency is also accelerating the upgrading of stores under the line. Function stores are constantly refined, varying depending on the type of store types, functions, image, location, staffing and so on.

Optimization and upgrading of stores into a trend

In fact, the convergence of online and offline, has become a trend. The number of stores occupy the advantages of traditional travel agencies, online only need to seek, but also enhance the quality of stores under the line. Travel agents say, compared to closed stores, a store upgrade does not require too much investment but can keep the guests practices.

Upgrade stores into the gameplay experience is not limited to, the integration is also reflected in the online line. In recent years, OTA is also under strong line layout. The end of 2016, Ctrip strategic investment in the tourism knowledgeable, both sides quickly in strategic cooperation on advantages and disadvantages of each other, Ctrip Travel stores came into being. Ctrip said that Ctrip Travel stores will be concentrated in the first-tier cities to expand the layout, for example, now has landed in Beijing, Chengdu, Wuhan, Hangzhou, Xi'an, Guangzhou, Shenzhen and several cities in the future will be more involved in the provincial capital city. At this stage, Ctrip is promoting the integration of online and offline: Ctrip Travel stores will be fully "online", if the Ctrip website visitors search for products, doubt, or if you want to get more detailed description, you can search for "shop around" and went to understand, or ask the store on-site service.

Consumption upgrade services to accelerate the rise

In recent years, consumption upgrade also reflected in tourism. With rising living standards, Chinese people more willing to spend money on the tour: in 2012, Chinese travel abroad to spend $ 102 billion, more than the United States and Germany, as the world; by 2016, the United Nations World Tourism Organization (UNWTO ) released a report, total spending outside the Chinese mainland tourists reached 261 billion US dollars, ranking first in the world for five years tourism consumer market, "the throne." This is since 2004, Chinese tourist spending outside the 12th consecutive year of double-digit growth. Domestic travel, as far as the National Tourism Administration issued the "China Tourism Development Report (2016)," said China now has the world's largest consumer market domestic tourism, domestic tourism revenue in five years, up from 2.2 trillion yuan to 3.9 trillion yuan , an increase of nearly 1.8 times. The donkey mother travel data show visitors specific changes in consumption is more obvious: five years tour Zhou Bian tourist consumption increased from 234 yuan to 730 yuan per person; by a single round-trip day or simply stay a day or two late, the pursuit of high-quality resort hotel ; domestic travel consumption per capita rose from 973 yuan to 1,700 yuan, about 1.7 times, and domestic travel revenue growth multiple (1.8 times) similar; outbound tourism consumption per capita doubled in five years nearly three times the current per capita of 4,000 yuan.

In fact, in this context, there is value stores is more prominent. In the tourism market FIT trend, with consumption upgrade, travelers' needs become more diverse and fragmented, traditional travel agencies of the original product design, supply chain efficiency, has been difficult to adapt to market demand. Improve service become an inevitable choice, and stores that serve to enhance the carrier.

Li Feng is a staff member travel agency stores the front desk, where she stores located in Grandview Plaza, he told reporters, guests stores is not a lot, but quite a number of regulars. "Some guests prefer to chat here, a chat in the process, we can know their needs." Li Feng said that such communication can better help the guests.

CYTS travel network CEO Luo Haijing in an interview, he said micro-stores, community stores, club stores, VR experience, partner system, are a new attempt to upgrade stores. In his view, the trend in individual travel agencies to be more open, open border business, with more partners to create services to meet the diverse needs of ecology.

Reporters found that some stores already begin to try cross-cutting cooperation between cruise operators, hotel groups and, on the one hand you can share the cost of the store, on the other hand, can build different scenarios, richer experience a sense of the scene. In addition, the application of new technologies, such as docking transaction under AR, VR experience online + line, but also to store service more attractive.