发力自由行市场 携程“行中服务”的逻辑是什么？

2015年自由行兴起趋势越来越明显的时候，各旅行公司的工作重点也聚焦于如何吸引并转化自由行用户，销售自由行产品，例如运营社区、撰写攻略、帮助自由行用户规划行程，但几乎所有业内报道文章都会提到自由行市场行中服务的缺失。

中国旅游研究院与自由行服务平台蚂蜂窝于2015年发布的《全球自由行报告》显示，2015年中国的自由行市场增速为全球的三倍，全年出境游达到8000万人次，市场规模9300亿元人民币。越来越多人，尤其是80后、90后群体，喜欢上更自由的不跟团旅行方式，但同时，自由行游客也常常遇到难以规划最佳行程，或缺乏行中安全保障的问题。

携程从2015年初开始推出针对自由行游客的行中服务，从建立用户微信群开始，在群内提供目的地信息支持，随后引入当地向导和当地碎片化的包车、门票等碎片化产品，推出旅途聚会功能，并提供在行程中的紧急援助。

这些服务项目，一方面为携程的自由行业务提供了补充和辅助，有助于留住用户；另一方面也在拓展自由行市场。携程度假事业部COO、攻略社区部CEO俞晓江在9月下旬接受界面新闻采访时说，“有数据统计显示，自由行客人有50%的花费出现在行中，行中消费的市场分散，但是广阔。”

“微领队”与紧急救援

携程行中服务中，有项“微领队”服务。据携程行中产品总监孙磊介绍，客服将每位购买自由行产品的游客，邀请进入相同目的地、出发日相近的游客组成的微信群，由携程微领队和当地向导提供免费信息服务，解答咨询，或者推荐当地好玩的产品。目前携程的微领队团队有百来号员工。这项服务在途牛、同程、去哪儿、蚂蜂窝也都有类似设置。

携程另一项“无利可图”的行中服务“紧急支援”，在今年8月九寨沟地震时就发挥了作用，临时建立数十个“九寨沟地震微领队志愿群”，为游客提供当地向导联的电话，并派遣向导前往灾区救援。“SOS紧急支援的响应速度是2分钟，针对意外事故、自然灾害、带药就医、遗失物品等。我得到的数据反馈是，游客遗失物品的捡回率超过90%。”俞晓江说道。

在旅行紧急援助领域，规模较大的有西班牙曼福国际救援公司在中国设立的路华救援，总部位于美国的Assist America华助，还有欧洲旅行保险集团设立的欧乐旅行援助。相比这些机构，携程则是通过已有的网络和资源提供旅行援助，目前平均每天处理五起紧急支援。

“携程可以调动的援助资源包括保险合作单位、当地旅游局、大使馆、当地的地接社等合作伙伴，我们的优势在于，已经搭建了全球范围的神经网络。”俞晓江说。

与Airbnb新业务交锋的当地向导和旅途聚会

2015年12月，国家旅游局批准携程为“互联网+导游领队”的改革试点，希望借助互联网，使得导游行业更加透明规范。携程当地向导负责人宋甄向界面新闻介绍，去年5月携程开始准备当地向导平台，去年12月有了移动端的正式入口，到目前为止该平台上已经有8000名当地向导。

据俞晓江介绍，携程的当地向导会根据当地法律法规来制定筛选门槛，例如国内向导需要有导游证，而不少海外目的地则可以是拥有特色旅游资源的个人，例如留学生、学者、达人，而这些向导与用户的交易，与Airbnb新产品Trips类似。

2016年11月Airbnb在房东大会上重磅推出Trips，这项产品可以让预订用户体验到Airbnb目的地活动提供商、具备独特体验的旅游运营商，或是当地人提供的特色旅游体验，例如与热爱天文的人去观星，与掌握某项手工技艺的人学习体验。

宋甄正考虑挖掘更多的深度体验线路和有独特资源的向导，不过就目前来看，携程当地向导平台展示的优选向导还缺乏些特色——他们是按照服务次数、响应速度、用户反馈等指标评出的服务能力最强的向导。

携程的当地向导平台是按照“以人带货”的模式，每位向导在个人页面上推出一些包车、线路、门票等产品，其线路按照可售时间来做库存，而携程则收取零至10%不等的基础服务费。据俞晓江介绍，今年携程当地向导平台已经产生了几十万份订单。

在携程微领队团队中有一个11人组成的年轻团队，他们负责的“旅途聚会”产品带有强烈的社交属性，例如“魔都最嗲酒局”、“夏日水枪沙滩派对”、“KTV狼人杀聚会”，还有音乐会、撸串、夜跑、羽毛球会等活动。这项产品类似于Airbnb的meetup，把同时间在同一目的地的年轻用户聚集起来丰富旅途活动。截至出稿，Airbnb的meetup网页上已经有1.8万人参与了144次聚会。

负责携程旅途聚会的范李源告诉界面新闻，通过目的地旅居人、向导或旅游业者发起兴趣小组，目前在全球32个城市开发出了旅途聚会产品，这些碎片化的旅行项目主要针对年轻人，目前参与旅途聚会的用户超过1万人，每天大约七八百单。这项创新产品正在帮携程吸引自由行的年轻用户，同时也有一定的服务费收入。

此外，携程美食林今年9月刚刚与阿里旗下的口碑达成合作，深入目的地餐饮消费市场。

“携程投入行中服务领域，定位在‘服务’两字，目前能打平运营成本。”俞晓江告诉界面新闻，但他在采访开始时也谈到，“旅游公司从事行前服务早已到达一个天花板，而行中仍有很多机会。”

For the 2015 rise when the trend is more and more obvious, the Travel Company's focus focus on how to attract and convert free users, sales free products, for example, writing strategy, help the community operation free users planning the trip, but almost all of the articles will mention the lack of freedom in the market for services.

Chinese tourism research and free service platform mafengwo in 2015 published "global free report" shows that in 2015 the Chinese free market growth of three times the annual global, outbound tourism reached 80 million passengers, the market scale of 930 billion yuan. More and more people, especially after 80, 90 groups, love more freedom not to travel with the group, but at the same time, the free exercise of tourists often encounter difficult to plan the best path, or the lack of security for the problem.

Ctrip launched for free tourist line service from the beginning of 2015, from the beginning of the establishment of users of WeChat group, to provide information support within the group, followed by the local guide and local fragmentation of the car, tickets and other debris products launch party journey function, and provide emergency assistance during the trip.

These services, on the one hand, provide complementary and auxiliary services for Ctrip's free market operations, and help to retain users; on the other hand, they are expanding the free market. Ctrip vacation division COO, Raiders community CEO Yu Xiaojiang accepted interface news interview in late September, “ statistical data show that there are 50% guests free spending appear in the line, decentralized consumer market line, but broad. ”

“ micro leader ” and emergency rescue

Ctrip in the service, there is a “ micro leader ” services. According to the product director Sun Lei introduced for Ctrip, customer service will each purchase of free products of tourists, invited to the same destination, departure date is similar to tourists composed of WeChat group, from Ctrip micro leader and local guide to provide free information services, advice, or recommend products when the fun. At present the team leader Ctrip micro hundred employees. Similar settings also have this service, where the mafengwo in the same way, the way cattle.

Ctrip another &ldquo &rdquo &ldquo services; unprofitable; line; emergency support ” in August this year, the Jiuzhaigou earthquake has played a role in the temporary establishment of dozens of “ Jiuzhaigou earthquake micro leader volunteer group ” to provide local telephone, lead to tourists, and sent to the disaster relief wizard. “ SOS emergency support response speed is 2 minutes, for accidents, natural disasters, medication, lost items and so on. I get the feedback data, tourists missing items to retrieve rate of over 90%. "&rdquo," said Yu Xiaojiang.

Travel in the emergency aid field, the size of the larger Spanish MANFA international rescue company in the establishment of the China China road rescue, headquartered in the United States and China Assist America, European travel insurance group set up Oule travel assistance. Compared to these institutions, Ctrip is through existing networks and resources to provide travel assistance, the average daily handling of five emergency support.

“ Ctrip can mobilize aid resources including insurance cooperation unit, the local tourism bureau, Embassy, local travel agency and other partners, our advantage is that we have built a global neural network. "&rdquo," said Yu Xiaojiang.

Local guides and travel parties to battle new business with Airbnb

In December 2015, the National Tourism Administration approved Ctrip “ Internet plus tour leader ” reform, hoping to use the Internet, making the industry more transparent specification guide. Ctrip responsible Song Zhen introduced a local guide to the interface of news, in May last year, Ctrip began to prepare the local guide platform, in December last year with the official mobile terminal entrance, so far the platform has 8000 local guides.

According to Yu Xiaojiang introduction, Ctrip local guide to make screening threshold according to local laws and regulations, such as domestic wizard needs to have a tour card, and many overseas destinations can have the characteristics of tourism resources of individuals, such as students, scholars, Master, which guide the transaction with the user, similar to the Airbnb new product Trips.

The landlord in November 2016 Airbnb Conference on heavy launch Trips, this product allows users to experience the Airbnb destination booking activity providers, with unique experience of tourism operators, or local people's tourism experience, such as astronomy and love people to master a stargazing, and craftsmanship learning experience.

Song Zhenzheng is considering digging more depth of experience and unique resources to guide lines, however, preferred local Ctrip platform to showcase the wizard wizard still lack some features of — — they are in accordance with the service number, service response speed, the strongest user feedback index list wizard.

The local guide platform Ctrip is in accordance with “ to take goods to ” model, each wizard to launch some chartered, line, tickets and other products in the personal page, the line can be sold in accordance with the time to do inventory, and Ctrip charge ranging from zero to 10% basic service fee. According to Yu Xiaojiang introduction, this year, Ctrip local guide platform has produced hundreds of thousands of orders.

There is one of the 11 members of the young team leader in Ctrip micro team, they are responsible for the &ldquo journey; Party ” products with a strong social attributes, such as “ the Shanghai dia Wine Bureau ” &ldquo, ” summer water beach party; &ldquo, KTV; &rdquo, werewolf party and concert; on line,, night running, badminton and other activities. The product, similar to Airbnb's meetup, brings together young users at the same destination to enrich the journey. As of the release, 18 thousand people had taken part in the 144 party on Airbnb's meetup web site.

Ctrip responsible Fan Liyuan told news gathering trip interface, launched by the destination in the interest group, the wizard or the tourism industry, currently the world's 32 city developed journey party products, these pieces of travel project aimed at young people, is currently involved in the journey of the party users more than 10 thousand people, about seven hundred or eight hundred single day. This innovative product is helping Ctrip attract free travel young users, but also a certain amount of service fee income.

In addition, Ctrip gourmet forest in September this year, just with Ali's reputation to reach a cooperation, in-depth catering destination consumer market.

&ldquo: Ctrip put in the service field, positioning in ‘ service ’ two words, can now draw operating costs. &rdquo interface; Yu Xiaojiang told the news, but he also said, in an interview at the beginning of “ tourism companies engaged in pre service has already reached a ceiling, there are still many opportunities in. ”