How can the tourism industry achieve high-quality development and maintain sustainable growth after retaliatory travel?
On October 24th, Ctrip held a Global Partner Summit on Sentosa Island, Singapore, providing the answer to the triple innovation of "AI, Content, and ESG": accelerating the deep application of generative AI in fields such as business travel, air tickets, accommodation, and vacation; Building a user oriented content ecosystem centered around rankings; Release Ctrip low-carbon hotel standards to assist the tourism industry in exploring sustainable development.
Ctrip's first move of the Global Partner Summit overseas is a reflection of its global development strategy and an effort to accelerate the recovery of inbound and outbound tourism. On site, Ctrip signed a three-year strategic cooperation with the Singapore Tourism Authority and jointly launched a global market cooperation upgrade plan.
Tourism promotes innovation and Ctrip creates endogenous growth for partners
Liang Jianzhang, co-founder and chairman of Ctrip Group, explains why the tourism industry is a unique industry that promotes innovation from perspectives such as psychology, economics, sociology, and philosophy. He believes that "in psychology, it satisfies high-level needs that are difficult to saturate. From an economic perspective, it is a long-term high growth industry. At the social level, it promotes human understanding, enhances communication, and brings peace and inclusive development. In the field of philosophy, tourism helps promote human innovation and inheritance, thus pursuing the long-term prosperity of human civilization
Tourism promotes human innovation, and innovation also brings growth and increment to tourism. Through marketing innovations such as new traffic, new audiences, and new content, Ctrip has brought over three times the growth of new customers to its partners in the first three quarters of this year, adding endogenous strength to the tourism industry and accelerating the recovery process. Sun Jie, CEO of Ctrip Group, stated that in 2024, the global tourism industry will maintain a new trend. If China's tourism industry can improve in visa, language, products, and other aspects, telling the story of China to the world will bring new development opportunities to the industry.
Regarding the exploration of future innovation, Liang Jianzhang stated that Ctrip will continue to innovate around three aspects. In terms of AI, actively explore innovative interactive interfaces based on natural language to further improve user experience. In terms of content, we aim to create a "reliable answer library" for the tourism industry through authoritative rankings, providing users with more efficient product and itinerary recommendations. In terms of ESG, based on providing the most friendly and reassuring customer experience, quantifiable low-carbon hotel standards are introduced to comprehensively promote environmental friendliness, family friendliness, community friendliness, and enhance sustainable development capabilities.
Ctrip low-carbon hotel standards officially released and displayed carbon reduction transcripts
At the conference, Ctrip announced that it will further innovate its ESG strategy and launch the "Ctrip Low Carbon Hotel Standards". Compared to current industry standards, this standard has significant features such as quantifiability, detectability, and improvement.
The low-carbon product manager of Ctrip introduced that this standard uses the gas and electricity bills submitted by cooperative hotels (the main sources of carbon emissions from hotels) and low-carbon measures as the calculation pool. It is inferred that in order to achieve the 2030 1.5 temperature control target of the Paris Agreement, carbon emission thresholds should be determined for different service capabilities and star rated hotels. Those below this threshold are considered "low-carbon hotels". Based on the expansion of the computing pool and seasonal changes, update the threshold on a semi annual basis and re certify.
In the future, Ctrip will invest funds and resources to further promote low-carbon hotels and help the tourism industry achieve the goals of "2030 Carbon Peak" and the Paris Agreement. After obtaining low-carbon certification, hotels can receive more brand exposure and traffic support, converting low-carbon dividends into order dividends. For hotels that have not been shortlisted, Ctrip will also provide carbon reduction suggestions and plans such as renewable energy and energy-saving building materials, clarifying the carbon reduction path.
Joining hands with the Singapore Tourism Authority to launch a global partnership, Ctrip Business Travel releases the "Global Influence Plan"
Data shows that in 2019, the income of inbound tourists accounted for only 0.5% of China's GDP. If it rises to 1.5% of the international median, it will bring at least 1.3 trillion yuan of growth space, and the potential for inbound tourism is enormous.
In response to this, Ctrip has launched the "Inbound Tourism Revitalization Project", which helps promote the development of inbound tourism through brand building, integrated marketing, content planting, and products. At the same time, we will collaborate with partners to increase the convenience of inbound tourism in infrastructure dimensions such as payment, translation, and hotels, and jointly customize tourism products to improve bilingual environment construction.
During the summit, cultural and tourism bureaus in Hunan, Tianjin, Chengdu and other regions carried out tourism promotion to attract overseas tourists to China.
At the same time, Ctrip has signed a second three-year strategic cooperation plan with the Singapore Tourism Authority and launched an upgrade of global market cooperation. The two sides will collaborate on Singapore's hot festivals, art and culture within China, and further implement cooperation between Trip.com's multiple overseas sites and the Singapore Tourism Authority in the international market. At the same time, we will assist in upgrading Singapore's tourism products and digital marketing, and continue to make efforts to expand domestic tourist sources and expand international tourism promotion for Singapore.
Since 2012, we have established a long-term partnership with Ctrip. In the future, we will continue to strengthen our advertising targeting different audience groups in the leisure and MICE tourism markets, and enhance cooperation in digital solutions and innovation. At the same time, we will work together to develop more in-depth tourism products and create a more diverse tourism ecosystem in Singapore
Ctrip has also signed MOU agreements with Singaporean tourism partners such as the Sentosa Development Authority, Sentosa World of Attractions, and Singapore Changi Airport Group, focusing on multi-dimensional deep cooperation in product marketing, content marketing, membership rights, and other aspects in the global market.
On the same day, Ctrip Business Travel released a global influence plan: In the future, Ctrip Business Travel will improve multiple payment and settlement methods such as overseas credit cards, BTA (travel allowance), VCC (virtual credit card), and cover multiple international service sites in Southeast Asia, Europe, and other regions. At the same time, we will strengthen the supply of overseas hotels, airlines, and car resources, further improve the global business travel supply chain resources, and grow into a global TMC (Business Travel Management Company) originating from China.
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