China Online Tourism Industry Report, 2011
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With the popularity of internet and e-commerce, the market scale of online tourism industry has seen fast-growing development. In 2010, the deal size of online tourism market in China increased by 58.0% year-on-year to RMB103.74 billion, making up 7.2% of the overall tourism market.

Online Tourism Market Deal Size and Growth Rate, 2008-2010 (RMB bn)
 201109029.gif
Source: ResearchInChina

The market scale of online tourism reservation, a key link of online tourism business, is also rising. In 2010, the market scale of online tourism reservation in China grew by 58.4% year-on-year to RMB6.16 billion. In terms of the type of online tourism  products, the online tourism market consists of online airline ticket reservation market, online hotel reservation market and online vacationing product reservation market.

In 2010, online airline ticket reservation scale hit RMB2.59 billion, accounting for 42.2% of the total online tourism reservation market, while online hotel reservation scale and online vacationing product reservation scale realized RMB2.85 billion and RMB720 million, making up 46.3% and 11.5% of the total, respectively. Travel & vacationing product market has become the growth engine of online tourism industry of China. In future, the online tourism market is expected to develop from business travel market represented by single products such as airline ticket and hotel to leisure travel market represented by self-guided tour, DIY tour and team tour.    

Ctrip.com International, Ltd, with 5,000 employees and more than 2,000 customer service staff, occupies the largest market share by merit of high-quality searching engine and perfect services, with the profit of airline ticket business alone accounting for 8-10% market share, while airline companies only occupy 10%-15%. In 2011Q2, its net operating revenue hit USD129 million, up 20% year-on-year.

Like Ctrip.com International, Ltd, the featured products of elong.com are also hotel and airline ticket and the main source of income is also hotel. The airline ticket of elong.com mainly sources from China Eastern Airlines. As an online tourism service provider, elong.com offers a series of services like map searching, panoramic view of hotel, guide to popular destinations at home and abroad, user reviews, etc. In 2011Q2, the net operating revenue of elong.com registered USD21.5 million, up 17% year-on-year.  

Since 2010, more and more competitors have joined the online tourism market. Internet tycoons including Baidu and Tencent poured efforts to invest in the market shortly after Taobao’s launch of travel reservation platform and 360buy’s opening of airline ticket business. In June 2011, Baidu announced a strategic investment of USD306 million to Qunar.com.

In May 2011, Tencent invested roughly USD84.4 million to elong.com, becoming the second largest shareholder of elong.com with 16% stake. Elong.com and Tencent planned to enhance cooperation in business, in an attempt to make the online travel products of elong.com available to 674 million QQ subscribers of Tencent. This move is expected to narrow the gap between elong.com and Ctrip.com International, Ltd.

In addition, the second-tier enterprises in the online tourism industry including Tuniu.com, LvMaMa.Com and lotour.com are getting support from venture capital. The online tourism industry of China is not only promising, but will also be much more competitive in the future.
1. Operation of China’s Tourism Industry
1.1 Development Characteristics 
1.2 Market Structure
1.3 Revenue Structure 

2. Analysis of China’s Tourism Market Segments
2.1 Inbound Tourism
2.1.1 Market Size
2.1.2 (Foreign Exchange) Revenue 
2.1.3 Tourists Structure 
2.1.4 Regional Market
2.1.5 Foreign Tourists Structure 
2.2 Domestic Tourism 
2.2.1 Market Size 
2.2.2 Revenue 
2.3 Outbound Tourism 
2.3.1 Market Size
2.3.2 Tourists Structure
2.3.3 Consumption
2.3.4 Main Destinations 

3. Analysis of Online Tourism Market
3.1 Overview of Online Tourism
3.2 Characteristics of China Online Tourism Industry
3.2.1 Background 
3.2.2 Industrial Chain 
3.2.3 Operators
3.3 Development of China Online Tourism Market, 2010
3.3.1 Deal Size
3.3.2 Revenue Size
3.3.3 Competitive Status
3.4 Online Tourism Market Segmentation

4. Key Online Tourism Marketing Platforms
4.1 Qunar.com
4.1.1 Profile
4.1.2 Development Overview
4.1.3 Business Model and Development Tendency
4.2 Kuxun.cn
4.2.1 Profile
4.2.2 Development Overview
4.2.3 Development Strategy 
4.3 Universal Travel Group (UTA)
4.3.1 Profile
4.3.2 Operation in 2007-2010
4.4 Lvren.cn
4.5 DaoDao.com
4.5.1 Profile
4.5.2 Development Overview
4.5.3 Development Prospect 

5. Key Online Travel Agencies (OTA)
5.1 Classification of Online Travel Agencies
5.2 Ctrip.com International, Ltd
5.2.1 Profile   
5.2.2 Operation   
5.2.3 Major Businesses and Proportion of Operating Revenue  
5.2.4 Hotel Reservation Business   
5.2.5 Airline Ticket Reservation  
5.2.6 Travel & Vacationing Reservation  
5.2.7 Business Trip Service   
5.2.8 Development Strategy and Latest Development  
5.3 Elong.com
5.3.1 Profile  
5.3.2 Operation
5.3.3 Major Businesses and Proportion of Operating Revenue
5.3.4 Hotel Business 
5.3.5 Airline Ticket Business   
5.3.6 Other Businesses  
5.3.7 Development Strategy and Latest Development
5.4 MangoCity.com
5.5 Tuniu.com
5.6 LvMaMa.Com
5.7 Uzai.com

6. Other Online Travel Trading Platforms
6.1 Trip.taobao.com
6.2 360buy.com/jipiao
6.3 12580
6.4 118114 
6.5 17u.cn
6.6 HUBS1
6.7 Travelzen Limited

7. Prospect of China Online Tourism Industry in 2011-2015
7.1 Development Environment 
7.2 Influencing Factors
7.2.1 Positive Factors
7.2.2 Negative Factors
7.3 Development Trends of China Online Tourism Industry
7.3.1 Development Trends 
7.3.2 Forecast of Market Size in 2011-2015
China's Tourism Revenue and GDP Growth Trend, 2005-2010
Revenue Structure of China's Tourism Industry, 2005-2010
Structure of China’s Tourism Revenue, 2010 
Number of Inbound Tourists and Its Proportion in Total Number of Tourists, 2005-2011
Foreign Exchange Earnings from International Tourism, 2005-2011
Foreign Exchange Earnings from International Tourism by Consumer, 2010
Foreign Exchange Earnings from International Tourism by Country, 2007-2011
Population Structure of Inbound Tourists, 2005-2011
Reception of Inbound Tourism by Region, 2010
Population Structure of Inbound Tourists by Country, 2010
Population Structure of Domestic Tourists, 2005-2010
Tourism Rate of Domestic Tourism, 2005-2010 
Revenue and Growth Rate of Domestic Tourism in China, 2005-2010
Per Capita Consumption of Domestic Tourists, 2005-2010
Population and YOY of China’s Outbound Tourism, 2005-2010
Population Structure of Outbound Tourists, 2005-2010  
Consumption of Outbound Tourists, 2005-2010
Consumption and Balance between Inbound Tourism and Outbound Tourism, 2005-2010
Destinations of Outbound Tourism, 2010
Development Progress of China Online Tourism Industry
Diagram of China Online Tourism Industry
Operators and Key Enterprises of China Online Tourism Industry
Deal Size and Growth Rate of China Online Tourism Market, 2008-2010
Revenue Size and Growth Rate of China Online Tourism Industry, 2009Q1-2011Q2
Market Share of Online Tourism Reservation Operators, 2010
Market Structure of Online Tourism Reservation, 2010
Market Structure Changes of Online Tourism Reservation, 2008-2010
Development Overview of Qunar.com.
Independent Users and Growth Rate of Qunar.com, 2007-2010
Development Overview of Kuxun.cn
Development Strategy of Kuxun.cn
Development Overview of Universal Travel Group
Operating Revenue and Growth Rate of Universal Travel Group, 2006-2010
Net Income and Growth Rate of Universal Travel Group, 2006-2010
Visitors Structure of lvren.cn
Development Overview of lvren.cn
Development Overview of DaoDao.com
Comparison of Market Positioning among Ctrip.com, Elong.com and MangoCity.com. 
Development Overview of Ctrip
Operating Revenue and Growth Rate of Ctrip, 2007-2011
Net Income and Growth Rate of Ctrip, 2007-2010
Stock Ownership Structure of Ctrip
Business Model of Ctrip
Operating Revenue of Ctrip by Business, 2008-2010
Operating Revenue and Growth Rate of Hotel Reservation Business of Ctrip, 2009Q1-2011Q2 
Number of Guest Rooms Sold in China and Reserved through Ctrip, 2010Q1-2011Q2
Operating Revenue and Growth Rate of Airline Ticket Reservation Business of Ctrip, 2009Q1-2011Q2
Number of Airline Tickets Sold in China and Sold through Ctrip,2010Q1-2011Q2
Operating Revenue and Growth Rate of Travel & Vacationing Reservation Business of Ctrip, 2009Q1-2011Q2
Operating Revenue and Growth Rate of Business Travel Management Business of Ctrip, 2010Q1-2011Q2
Investment & Acquisition Cases of Ctrip in Recent Four Years
Cooperation Model and Revenue of Three Leading Operators’ Business Travel Reservation Service
Development Overview of Elong.com
Operating Revenue and Growth Rate of Elong.com, 2009Q1-2011Q1
Net Income and Growth Rate of Elong.com, 2008-2010
Ownership Structure of Elong.com
Major Businesses of Elong.com
Operating Revenue Structure of Elong.com by Business, 2009Q1-2011Q1 
Hotel Reservation Quantity and Proportion in Overall Hotel Market of Elong.com, 2006-2011
Revenue and Growth Rate of Hotel Business of Elong.com, 2009Q1-2011Q2 
Commission and Its Growth Rate of Hotel Business of Elong.com, 2009Q1-2011Q4 
Online Reservation Proportion of Elong’s Hotel Business, 2010Q1-2011Q2
Airline Ticket Reservation Quantity and Its Growth Rate of Elong.com, 2009Q1-2010Q4 
Revenue and Its Growth Rate of Airline Ticket Business of Elong.com, 2009Q1-2011Q4
Commission and Its Growth Rate of Airline Ticket Business of Elong.com, 2009Q1-2011Q4
Revenue and Growth Rate of Other Businesses of Elong.com, 2009Q1-2011Q2
Development Strategy of Elong.com
Acquisition Cases of Elong.com in Recent Two Years
Latest Development 
Affiliation Diagram of MangoCity.com
Development Overview of MangoCity.com
Development Overview of Tuniu.com
Development Overview of LvMaMa.Com
Development Overview of Uzai.com.
Development Overview of Trip.taobao.com
Operating Revenue and Growth Rate of 360buy.com, 2008-2010
Development Overview of 12580
Operating Revenue, Net Income and Growth Rate of 12580, 2007-2010
Development Overview of 118114
Corporate Structure of 17u.cn
Development Overview of 17u.cn
Development Overview of HUBS1
Financing Conditions of China Online Tourism Industry, Jul.2010-Jun.2011 
Industrial Scale and Growth Rate of China Online Tourism Market, 2011-2015F
Market Size of China Online Tourism Reservation, 2011-2015F
Proportion of Online Tourism in Total Tourism Market, 2007-2015F

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