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On the Development of Travel Agencies in the Internet Age

With the development of communication and computer technology and the continuous popularization of the Internet, the circulation of tourism information is no longer limited by time and space, and the owners of tourism resources (such as airlines and hotels) can establish a more direct relationship. ) and the ultimate travel consumer. According to the statistics of data monitoring company, in 198, tourism enterprises accounted for 18% of the global online transactions. By 2002, this proportion will increase to 35%, ranking first in the field of global electronic transactions. This undoubtedly poses a huge new challenge to intermediary organizations such as travel agencies. According to the data released by CNN, more than 85 million people around the world have enjoyed the service of travel websites at 1999. Global tourism e-commerce has developed at a rate of more than 350% for five consecutive years. China Internet Network Information Center (CNNIC) said in the Seventh Statistical Report on the Development of Internet in China that by the end of June 2000, there were about 8.92 million computers connected to the Internet in China, with a total of 22.5 million netizens, which laid a foundation for the popularization and wide application of computer network information exchange. As one of the three pillars of tourism, travel agencies are responsible for combining tourism products, promoting and selling them directly to tourism consumers, and feeding back the demand of tourism market to tourism product suppliers in time. The intermediary status of travel agencies determines the importance of collecting information, transmitting information and comprehensively utilizing information. Internet pushes travel agencies to the wave of change. The learning revolution triggered by the Internet is bound to have a great impact on travel agencies: on the one hand, travel agencies can easily obtain massive information from the Internet, strengthen the relationship between travel agencies, travel suppliers and tourists, and make the traditional operation mode of travel agencies informationized, simplified and scientific, and promote the modernization of travel agency management; On the other hand, the Internet also brings together tourism suppliers and tourism consumers to exchange information, so that they can directly conduct business activities without relying on the information provided by travel agencies, and the traditional market of travel agencies will be divided up by other types of competitors. Therefore, the use of the Internet not only creates more opportunities for the business development of travel agencies, but also challenges the traditional operation mode of travel agencies. If we don't change the management mechanism, change the service function and actively explore new business, travel agencies will be replaced by online information service institutions such as reservation centers and information exchange centers.

First, the travel agency has changed from a single consulting service function to a multi-dimensional information exchange.

Tourism consulting service is one of the traditional main functions of travel agencies. In the absence of a very effective way to understand the tourist destination, tourists can only turn to the market information and previous reception experience provided by travel agencies.

Now the Internet is providing tourists with more and more information about tourist destinations, tourist transportation and so on. From the general situation and customs of the destination to specific hotels, restaurants, taxis, etc. This information can be directly queried by tourists online. This kind of online inquiry also has the advantages of large amount of information, directness and convenient interaction. However, it is not easy to choose specific information online. For beginners, searching in the vast sea will be time-consuming, troublesome and expensive. Therefore, travel agencies can use their own websites to collect a large amount of tourism information, and classify and edit it, which is convenient for netizens to find. In order to establish a perfect tourist information database, travel agencies can select the corresponding tourist destination information according to the current tourist hotspots, collect them, and design special web pages for interested tourists to query. For example, China Travel Information Network, Huaxia Travel Network and Ctrip Travel Website. , with clear e-commerce concepts and ideas, provide travel consultation, online itinerary booking and payment, and better integrate tourism service resources and technical service resources to a certain extent, so as to provide more personalized services for a wider range of individual travelers (including all kinds of business and official tourists). The online service of travel agencies can also be extended to these individual tourists to provide them with a wider range of services. In addition, according to its special position of extensive contact with tourism enterprises and consumers, travel agencies can also take the initiative to investigate and study buyers and sellers, gradually form a tourism demand and supply information database, and provide it to tourism enterprises for compensation; You can also cooperate with market research companies to analyze the development trend of the tourism market, thus gradually forming an information center.

Second, launch tourism products that can better meet individual needs.

Tourists are becoming more and more mature in consumption. They not only need the traditional package tour, but also more and more tourists hope to choose targeted, themed and focused travel modes according to their special interests and hobbies. If the travel agency still adopts the simple practice of "attractions+transportation+hotels = tourist routes", it will leave a bad image of low-grade "staple food" for tourists. Therefore, travel agencies can use the Internet to provide tourists with massive classified travel information. Tourists can inquire about the information they are interested in about various elements of tourism products online, and travel agencies can provide necessary assembly guidance services to form fashionable tourism products that vary from group to group and from person to person. With the wide application of Internet technology, this personalized tourism product with wide coverage, many random factors and complicated assembly and operation has been realized, and a one-stop system of personalized tourism routes, personalized tourism services and personalized tourism products has gradually formed. Therefore, travel agencies have launched a series of services such as online information provision, question consultation, product assembly, hotel reservation, ticketing, tour guide, service tracking and information feedback. At present, self-help tourism has gradually become a fashion, which is a trend after tourism consumption has gradually matured and mass tourism has gradually developed. Travel agencies can make great achievements in this trend, because it is difficult for tourists to combine an ideal tour route only by scattered information obtained online, and it is also very troublesome to buy tickets and make reservations separately, which will inevitably affect the overall feeling of tourists on tourism. Travel agencies can give full play to their bulk purchasing advantages and information advantages. They will design and book the "self-help tour" through the e-commerce website according to the wishes of the self-help tourists. The itinerary is compact, the rooms are reserved, and the vehicles are prepared, saving money and time for the self-help tourists, which will naturally be welcomed by them. Therefore, the money earned by doing a good job in self-help travel business is not worse than that of taking a team, and the flexibility of operation has also improved. In order to provide personalized travel services, travel agencies should not only improve the network system, but also enhance customer awareness and service awareness to meet the individual needs of different tourists. For example, the "tailor-made" service developed by Xincheng International Co., Ltd. provides a series of supporting services such as visas, air tickets, hotels, transfers and tour guides. According to the customer's requirements and the characteristics of the trip, make use of the global 175 city service network. Although people can book rooms and transportation through the Internet, personalized and complete one-stop service can only be provided by travel agencies. Another example is the China Tourism Hotline set up by Guang Zhi Travel International Travel Service Co., Ltd., which sets up a business guest service center according to the special needs of business guests, and provides high-grade intermediary services for business, conferences, vacations and other related services according to the activities and demand characteristics of business tourists at home and abroad. You can even make use of the extensive contacts of travel agencies to provide special services such as agents for guests and provide various conveniences for business and conference tourists.

Third, breaking the traditional way of publicity and promotion, online promotion is more extensive and effective.

The traditional propaganda methods of travel agencies are mainly printing brochures and advertising in TV and newspapers, with a narrow scope. Because it is a one-way information exchange, the recipients don't care about advertisements when they don't need to travel, and they feel that there is insufficient information when they need to travel, so the promotion effect is not ideal. With the rapid development of Internet e-commerce, it is urgent for travel agencies to promote online sales. Because of the wide publicity, illustrated web design, flexible expression, easy content update, low cost, attractive and persuasive communication with netizens, the promotion effect is good. At present, China's tourism enterprises have also started online promotion. For example, China Travel Agency Head Office (") has set up its own websites. Online promotion has gradually become a bridge for information communication between travel agencies and tourism consumers. Internet surfers can not only receive information sent by travel agencies, but also ask their own questions through chat rooms and electronic billboards to get answers from travel agencies. You can also exchange your own travel experiences and experiences with other tourists, so that the promotion effect for tourists will be better. Therefore, the online promotion of travel agencies is not only to build a website, but also to build an efficient webpage. This webpage should be dynamic and constantly enriched to meet the changing market demand, introduce the constantly enriched tourism products, and provide users with the latest and practical information at any time. In addition, promotional materials and brochures issued by travel agencies should also remind tourists to identify the travel agency's website on the Internet. The two promotion methods should complement each other in order to attract more tourists and really play a role in promotion.

Fourth, do a good job in extending the after-sales service function of travel agencies to attract customers with better service.

American Travel Agency magazine made a systematic investigation on the reasons why some frequent customers no longer patronize the original travel agency. The survey results show that 68% of customers are caused by inadequate after-sales service and no active efforts to win repeat customers. The reason why some regulars stop patronizing the original travel agencies is that these travel agencies are indifferent to their future travel. In fact, in order to reduce the risk of purchasing travel services, tourists like familiar travel agencies very much. To this end, travel agencies in western countries attach great importance to after-sales service and adopt various forms of after-sales service to win the patronage of every customer again. For example, the next day after the guests come back, they will call the guests to greet them, or greet them online, send them consultation sheets, postcards, hold a tourist reception and so on. The practice of foreign travel agencies is worth learning from domestic travel agencies. The end of this trip means the beginning of the next trip. Doing a good job of serving old customers will enable them to contact our travel agency again on their next trip. Therefore, doing a good job of after-sales service is a good measure to keep customers and markets expanding, with a direction, a foundation, low cost and good results. With the increasingly fierce competition in the travel agency industry in China, it is extremely urgent to maintain and win customers. Travel agencies can consolidate and expand their customers only by doing a good job of after-sales service. Travel agencies can use computer management to establish customer files, and also use the network to strengthen contact with customers, conduct after-sales tracking services, understand their new needs, and thus launch more fashionable tourism products.

Five, promote the internal management reform of travel agencies, improve operating efficiency.

The use of the Internet is also conducive to the improvement of the internal business operation and management level of travel agencies. In order to adapt to the development of personalized tourism, the workload and complexity of travel agencies will increase unprecedentedly. Travel agencies use e-mail and electronic orders to make online purchases and reservations, which can not only save a lot of time, manpower and contact costs, but also reduce disputes caused by differences between planned purchases and actual purchases because of frequent online contacts and convenient modification. In addition, travel agencies can also use the Internet to establish an internal management information system and a unified customer file, so that each branch or business point of the travel agency can grasp the real-time sales situation and enjoy information resources. Establish a financial management system to better control the operating income of each operating point; Establish online training courses for employees working in various places to learn anytime and anywhere; Establish a database of tour guides and various personnel to provide customized services for internal employees. Intranet can make the internal management information of travel agencies smooth and increase the transparency of management, which will inevitably improve the management level.

6. Changing into a compound enterprise is the inevitable trend of the development of travel agencies in the future.

At present, there are three main trends in the development of domestic tourism e-commerce: travel channels of portal websites (such as Sina and Sohu); Professional travel websites (such as Ctrip); Tourism websites founded by traditional tourism enterprises such as Huaxia and Guang Zhi Tourism. However, among the numerous websites that have sprung up like mushrooms after rain, many simply introduce the knowledge of tourist attractions and some tourist routes, and only a few really realize tourism e-commerce. Among these travel websites, Ctrip. Com adopts the operation mode of Silicon Valley and uses overseas funds for localization operation, becoming the fastest-growing emerging tourism intermediary service enterprise in China. Ctrip currently ranks first among travel websites with more than 600,000 members and 400,000 page views per day. In CNNIC's selection, it is the only travel website that entered Qianqian 100. At present, Ctrip's business scope focuses on hotel reservation, air ticket reservation and travel route reservation. After the merger of Ctrip and Modern Express is completed, the business volume of the new enterprise will be the largest in China at present, two to three times that of the second place. After the merger, Ctrip will become the largest business travel service company and the largest hotel distributor in China. It can be seen that the rapid development of portal websites and professional travel websites will pose a threat to the online sales of travel agencies.

These three different tourism e-commerce companies are exploring various potentials and seeking the greatest development. However, the three forces have their own advantages and development space, and it is difficult to win or lose at one time. Therefore, it can be predicted that they can gradually grow, unite or merge in the future and become a new type of enterprise with infinite vitality after reorganization, that is, network enterprise+traditional tourism enterprise = compound tourism enterprise. The vitality of this compound tourism enterprise comes from the fact that it has concentrated the resource advantages of the three enterprises, and has produced greater competitiveness through integration and complementarity.

For example, China Youth Travel Holding Company, as the only listed travel agency in China, reformed the traditional tourism business model, established an e-commerce company, and founded and launched a comprehensive travel website "Youth Travel Online". Internet platform is used for online marketing, and travel agencies are the "backstage", mainly engaged in specific market research, product research and development, reception and other links, thus forming a new pattern of tourism management that utilizes the complementary advantages of tourism websites and travel agencies to promote the upgrading of traditional tourism. The ingenious combination of tradition and modernity, learning from each other's strengths and relying on each other, CYTS online represents not only the development direction of tourism e-commerce, but also the development direction of the entire Internet e-commerce. Under the background of traditional sales network, it is the general trend for travel agencies to establish business websites that combine entity and virtual, innovation and tradition. In this fundamental transformation process, solid and huge financial support is extremely important. It is feasible for CYTS holding company to raise funds by issuing listed shares. In the past year, the successful performance of CYTS stock proves that it can play a decisive role in the transformation from traditional tourism enterprises to compound tourism enterprises. At the same time, it also points out a feasible way for the travel agency industry to develop its own scale, open up new markets and change the backward situation of "small chaos and weak" in the network era.