Recently, in response to the growing trend of independent travel, Ctrip launched a travel guide platform, targeting tourism scenarios such as chartered tours, customized tours, and private tours that are mainly led by guides (drivers, guides), to build more convenient and efficient channels for merchants to settle in, providing a unified training, certification, and growth system for nearly 100000 drivers, guides, and other professionals. Ctrip will work together with registered merchants to promote the improvement of the quality of guidance services and provide tourists with a better travel experience.
With the increasing number of young tourists in the tourism market, independent group drivers and tour guides are leading tours, customized itineraries are provided by travel agencies with driver and tour guide resources, and a car is booked to follow the tour guide to the local area. These small group, customized, and independent travel methods are becoming increasingly popular among consumers. This has driven the rapid growth of new tourism formats such as chartered tours, customized tours, and private tours. According to Ctrip data, the number of domestic charter tour orders has increased by 140% since the beginning of this year compared to 2019; The outbound charter tourism market is expected to have a compound annual growth rate of over 30% in the next three years.
Ctrip charter tour company guides guests to play
More than half of tourists care about the guidance services provided by the company, and a global guidance platform has emerged
During the tourism process, the service quality of drivers and guides greatly affects the tourist experience, especially in the current trend of independent travel. Ctrip found that in user reviews and satisfaction surveys, 52.8% of tourists mentioned their travel experience, and the quality of guidance services is of utmost importance. At present, the standardization level of services for drivers and guides in the tourism industry is relatively low, and there is a lack of evaluation standards and tracking improvement mechanisms for the service capabilities of drivers and guides.
The timing is just right, as the demand for independent travel and independent travel has strengthened the market's demand for tour guides. There is a huge gap in the industry for tour guides who can provide high-quality services, and there is a high demand for standards on how to train, evaluate, and select outstanding tour guide talents, "said Chen Ruiliang, Senior Vice President of Ctrip Group and CEO of Ctrip Tourism Business Group.
Based on this background, Ctrip and its partners have launched supply side reforms and established a global tourism management platform. The platform provides four core modules: entry review, training certification, performance monitoring, and growth system. It digitizes leadership information, standardizes leadership ability certification, quantifies service performance process, and visualizes leadership growth process, comprehensively improving leadership service quality and optimizing market supply.
According to preliminary statistics from Ctrip, the tourism guide platform will cover over 2000 destinations worldwide, providing systematic training and certification, fair traffic distribution, and order income guarantee for nearly 100000 guide personnel. After the launch of the Global Tourism Agency's platform, as of now, nearly 300 suppliers of Ctrip's customized travel business have started using the platform, accounting for 40% of the total number of customized travel suppliers; Ctrip's chartered tour business has settled in nearly 2000 suppliers and over 60000 drivers.
A closed-loop platform empowers leaders, merchants, and tourists to achieve mutual benefits
The establishment of the Global Tourism Leadership Platform forms a closed-loop empowerment between leaders, merchants, tourists, and travel platforms, achieving win-win outcomes for all parties involved.
At present, Ctrip Group mainly engages in three businesses involving tour guides: chartered tours, customized tours, and private tours. The global tourism guide platform has achieved comprehensive management of these businesses. In the past, due to business scenarios, review processes, and other factors, merchants entering different business lines had to submit company and director information separately. This time, the new platform is launched, and merchants can quickly join multiple business lines of Ctrip with just one application. This not only reduces the cost, but also synchronizes the information of the company leaders to cover multiple business lines, which helps to efficiently match the resources of the company leaders and increases the chances of obtaining orders in the future.
In addition, the performance supervision system of Ctrip's global tourism guidance platform includes facial recognition, 12301 tourism market subject information verification, vehicle condition recognition, shuttle and reception service supervision, etc., which can standardize the standard steps of guidance services, control the service quality of core links, and help improve the standardization level of guidance services; At the same time, it can also provide timely feedback to merchants to make adjustments, reduce the management costs of suppliers during the trip, and have a more intuitive understanding of the data and service performance of drivers and guides during the trip.
Ctrip's global travel guide platform strictly follows the relevant national management requirements and regulations for merchants, personnel, and vehicles. At the same time, Ctrip has also partnered with professional colleges to launch guide service training courses, establishing a unified gold, silver, and bronze medal guide standard for the entire tourism industry group. The guide's abilities in pick-up, reception, and explanation are uniformly trained and certified, and the guide's service ability is quantified as "guide score". Individuals who are awarded the "Gold Medal Director" by Ctrip will receive a distinct identification and ranking of the "Gold Medal Director" in the product, as well as traffic support, in order to continuously motivate leaders to align with platform standards, improve their service capabilities, and enhance customer satisfaction.
From the recent launch of the Global Tourism Agency's leading platform, it can be seen that in the customized tourism business, the platform has a higher positive rating rate and a lower complaint rate for orders sent by the platform. Compared with orders sent by non platforms, the proportion of orders with a rating of 4.5 or above has increased by 44%, and the complaint rate has decreased by 31%.
Launching socialization and recruiting nearly 100 internship positions for college students in the first phase
On September 18th, Ctrip's global travel management platform officially opened the recruitment entrance for franchisees and also opened a job search channel for individuals. In the first phase, Ctrip will collaborate with suppliers from domestic and foreign cities such as Chengdu, Xi'an, Kunming, Shenzhen, Hohhot, London, Paris, Milan, Sydney, and Christchurch to initiate recruitment. Individuals who are committed to working as drivers, guides, and travel agencies can first choose their desired cities and suppliers, upload their ID cards, driver's licenses, and other materials, and have the suppliers and platforms review and complete the recruitment process.
Ctrip Global Leadership Platform Personal Franchise Entrance
At the same time, in order to alleviate the employment pressure of tourism majors, Ctrip's global tourism guidance platform has launched school enterprise cooperation with universities across the country, attempting to pair universities and suppliers for talent transfer, including communicating with universities on talent training methods, pre job training and certification, student face-to-face internships, and other processes; The first phase will open nearly a hundred internship positions, including director, customer service, and planning and adjustment, in five cities including Shanghai, Chengdu, Xi'an, Kunming, and Sanya.