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BEIJING – Mobile internet big data monitoring platform Trustdata released its 2019/2020 China Online Hotel Booking Industry Development Analysis Report (“The report”) on April 1, 2020.
According to the report, the tourism market in China is booming, as China’s GDP per capita exceeded USD 10,000 and its domestic tourists exceeded 6 billion individual trips in 2019. Compared to there are 20 years, China’s total domestic tourism expenditure increased 20.5 times to 5.73 trillion RMB, the number of tourists increased 8.4 times to 6 billion, and tourism consumption per person increased 2.4 times to reach 953 RMB.
The proportion of users of online hotel reservations in third-tier and lower-tier cities rose to 60%, with monthly active users (MAUs) increasing 54.7% year-on-year. Thus, third and lower tier cities contribute the most to the increase in the number of new users.
Meanwhile, more young consumers tend to use online hotel booking, while the post-2000 generation accounts for 10%. Users aged 30 or under (total of post-90 and post-00 generations) represent more than 50% of total users. Meituan and Fliggy are more popular among younger users.
Regarding the market landscape, in the second half of 2019 (S2), the online hotel reservation industry maintained the trend of 50% of mobile phone hotel reservations made on the Meituan app. Hotel orders placed in Meituan represented 51.7% of the total in H2, recording further growth compared to that of the first half (S1).
In terms of overnight stays, Meituan’s share of overnight stays continued to increase in the second half of 2019, reaching up to 49.8%, or around half of the total. In the meantime, the number of nights booked on Meituan has continuously exceeded the total sum of that of the platforms linked to Ctrip for the first time in 2019, the gap extending to 1.22 times in the fourth quarter.
Domestic nights booked on Meituan reached 110 million for two consecutive quarters in the second half of 2019 and domestic overnight stays increased 38.2% year-on-year to reach 392 million throughout the year, further strengthening the leadership position de Meituan in this regard. Meituan launched the Self-discipline convention on the prevention of epidemics in hotel rooms in China in cooperation with the China Hospitality Association and the National Green Hotel Committee. Meituan also introduced “safe hotels†for traders who join the Convention and guided them in implementing process-based, standard and digital epidemic prevention measures to attract more users. According to statistics, 93% of users believe that photos of “Safe-stay Hotels” epidemic prevention measures affect their booking decisions, and hotels uploading epidemic prevention photos see their overnight stays increase by 99% compared to other hotels during the epidemic.
The report says the COVID-19 outbreak has significantly affected the hospitality and tourism industries. Group visits and self-service visits are the most affected. From January to February 2020, user online transactions were mostly refund and change order requests, accounting for 75.2%.
Tourism and ticketing could recover slightly after mid-March and the industry is expected to gradually recover in April. As predicted by Trustdata, industry DAUs could gradually return to 17 million from April to May. The peak of active users is expected to rise to 25 million in June. Local tours and city tours become the main sources. Attracting new local tourists is the top priority for hotels.
According to Trustdata, online tourism users in China currently exhibit significant local search behaviors. The 10 most popular cities among these online travelers are Hangzhou, Suzhou, Shanghai, Xiamen, Huangshan, Beijing, Qingdao, Chengdu, Chongqing, and Xi’an. Among them, the first three cities can recover earlier than the other cities.
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