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Future of airline distribution...
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Future of airline distribution
航空公司分销的未来
2016中国航空营销高峰论坛
CONFIDENTIAL AND PROPRIETARY 专有机密信息Any use of this material without specific permission of McKinsey & Company
is strictly prohibited 未经麦肯锡公司特别许可,严禁使用本资料
2016年10月25日
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China has become the largest ecommerce market in the world
中国已成为全球最大的电子商务市场
SOURCE: eMarketer
1 Online B2C plus C2C market 2 2013-2015E
1 在线B2C加C2C市场 2 2013年-2015年初
3 year CAGR2 %
3 年 CAGR2 %
Portion in total retail %
占总零售额的比例 %
China 中国
$426.3 bn
4263 亿美元
33.5% 10.1%
USA 美国
$305.7 bn
3057 亿美元
12.8% 6.5%
United
Kingdom
英国
$82.0 bn 820 亿美元
15.5% 13.0%
Japan
日本
$70.8 bn 708 亿美元
13.0% 4.9%
Germany
德国
$63.4 bn 634 亿美元
19.0% 7.3%
France
法国
$38.4 bn 384 亿美元
11.6% 4.6%
Russia
俄罗斯
$17.5 bn 175 亿美元
16.1% 2.2%
Brazil
巴西
$16.3 bn 163 亿美元
18.7% 3.8%
eCommerce retail1 market transaction
电子商务零售1市场交易
bn USD
十亿美元
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Internet users has mobile commerce
experience
互联网用户有移动商务经验
60%
In-store mobile researchers end up buying
elsewhere
手机用户到店研究最后从别处购买
84%Savvy omnichannel
shoppers
精明的全渠道买家
Extremely open to
mobile
尤其面向手机用户开放
Rising interest in
personalization
越来越关注个性化
Product search moving
to commerce platforms
产品研究转移到商业平台
Shopping journey start from eCommerce
sites (Search engine only 17%)
购物旅程从电子商务网站开始(搜索引擎仅占17%)
56%
Expressed interest to customize /
personalize products online before they buy
购买之前在线表达对定制/个性化产品的兴趣
33%
SOURCE: Mckinsey iConsumer Survey 2015
Chinese consumers are leading the charge to embrace Digital
中国消费者率先拥抱数字化
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Despite strong discount expectation, travel online services actually stimulate
consumers’ total travel spend
尽管有望获得较高折扣,在线旅游服务实际上会刺激消费者的旅游总体消费
Same as traditional price
与传统价格一样
<5% premium 溢价少于5%
59
Must be lower than
traditional price
必须低于传统价格
5-10% premium 溢价为5-10%
>10% premium 溢价超过10%
旅游
13
13
105
~60% of consumers expect lower price from
travel online services ...
~60%消费者期望从在线旅游服务获得更低的价格 …
... but 77% indicate their total travel spend
increased
… 但 77%的消费者指出其旅游总体消费增加
What is the highest price you are willing to pay
for travel online services?
您愿意为在线旅游服务支付的最高价格是多少?
1
4
18
61
13
3
增加一点
减少很多
增加很多
开始旅游
减少一点
不变
SOURCE: McKinsey iConsumer China 2016
% of travel online users, N = 188
在线旅游服务用户 %,N = 188
% of travel online users, N = 188
在线旅游服务用户 %,N = 188
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Air ticket online penetration rate is catching up with US and Europe but the
airline direct sales percentage still lags behind
机票在线渗透率赶超美国和欧洲,但航空公司直接销售的百分比仍然落后
SOURCE: iResearch, PhocusWright, China Southern 2015 annual report, Air China 2015 annual report; China Eastern 2015 annual report
60
0
55
50
45
40
35
30
25
20
15
10
5
13 201514122011
Air ticket sales online penetration rate, 2010-2015
2010年-2015年机票销售在线渗透率Direct sales in total sales
直接销售占总销售比例
LCC
廉价航空公司
“innovators”
“创新型航空公司”
FSC
全服务航空公司
25
25
27
37
30
37
41
40
44
60
90
73
87
China Eastern 中国东方航空
China Southern 中国南方航空
American Airlines 美国航空
Russia Airlines 俄罗斯航空
Malaysia Airlines 马来西亚航空
Cathay Pacific 国泰航空
Airline Websites
航空公司网站
Delta 达美航空
Air China 中国国际航空
Spirit Air 精灵航空
Ryanair 瑞安航空
Alaska Airlines 阿拉斯加航空
100
Copa Airlines 巴拿马航空
Spring Airlines 春秋航空
Southwest Airlines 西南航空
SASAC requires the three major Chinese airlines to raise its direct sales portion to 50% by 2018
国资委要求中国三大航空公司在 2018 年以前将其直接销售比例提高到 50%
Europe
欧洲China
中国US
美国
%, 2015
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This probably due to the limited function of airline website and apps and
unsatisfied reliability
可能因为航空公司网站和应用的功能有限且可靠度不令人满意
SOURCE: App Store, company website
When search for “multi city/stopover” on HNA Chinese website, the
website turn into English website, which is not is still round trip booking
choice, with lots of duplicated characters in lower page
在海航集团中文网站搜索“多个城市/中转”时,网站变成英文网站,而并非仍然显示往返行程预定选项,页面下方显示大量重复的文字
Both Air China and
China Southern
Airline’s apps cannot
book multi city trip,
only China Eastern
can
中国国际航空和中国南方航空的应用都不支持多个城市预定,只有东方航空支持
When going to Air China
English version for China,
errors occur 1
从中国登录国航英文网页时出现页面错误1
1 Errors happened in Aug 2012
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And undercutting from other channels …
其他渠道减价出售 …
SOURCE: Search on 24 Oct 2016
▪ Rebating (some) commissions/
incentive, if they are offered
▪ 如果他们获得佣金/奖励,则提供(部分)回扣
▪ Rebadging corporate fares for
customers not employed by the
organization (especially smaller
agencies, less of an issue with OTAs)
▪ 为不属于组织员工的客户提供公司内部价(尤其是小代理公司,这个问题在OTA 中较少出现)
▪ Taking an actual loss on the air ticket,
knowing that ~50% of customers will
also buy a hotel or car-hire, which offer
much higher commission rates
▪ 机票实际亏本,因为了解到 ~50% 的顾
客还会订酒店或租车,这些业务的佣金更高
Exactly same flights on ceair.com: CNY 2,810
ceair.com 上完全一样的航班: CNY 2,810
Qunar search: PVG-SIN-PVG: CNY2,673
去哪儿网搜索:PVG-SIN-PVG: CNY2,6731
How and why?
为什么会这样?
1 Departing on Nov 19 and return on Nov 26, economy class
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In contrast, OTAs like Ctrip provides comprehensive service and price
options with user friendly interface
相比之下,携程等 OTA 提供全面的服务和价格选项,使用用户友好界面
SOURCE: Mobile Apps
1 Includes other instant messgage tools
Multi cities/
stopover
booking
多城市/中转预订
Change
of flight
航班改签
Single/
Return trip
booking
单程/
返程预订
Special
low fare
特价机票
Duty
free
shop-
ping
免税购物
Airport
pick up
service
接机服务
Select-
ing seat
选座
Hotel
book-
ing
酒店预定
Airport
infor-
mation
机场信息
Flight
status
航班状态
Destina-
tion
informa-
tion
目的地信息
Redeem
ticket
机票兑换
Upgrade
with
miles
里程升舱
Review
of FFP
account
查看FFP
帐号
Redeem
other
product
兑换其他产品
Wechat1
微信1Company 公司Phone
电话
Flight 航班 Ancillary 辅助 Information 信息 FFP
Customer service
客户服务
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Not owning customer means…
未拥有客户意味着…
Subject to fierce price-only
competition, customers
shop around
由于价格竞争激烈,客户购买时货比三家
Product commoditized
产品商品化Pay GDS and other fees on
bookings
预定需要支付 GDS 和其他费用
Don’t get deep customer insights
and can’t communicate directly to
customer with offers
未深入了解客户且无法直接与客户沟通报价
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10McKinsey & CompanySOURCE: PhocusWright, annual report, press search
13.817.0
20.323.9 24.9
3.0
6.4
11.3
13
23.3
18.4
1.4
2012
14.0
14 15
30.3
0.2
2016
36.2
168
16
CAGR
%
China’s other online booking 中国的其他在线预定
China’s travel mobile booking 中国的旅游手机预定
China’s online travel booking market
中国的在线旅游预订市场
85
25
spring
春秋航空industry
行业
24
3
industry
行业spring
春秋航空
B2C online
%
在线B2C
%
Mobile/tablet
%
手机/平板%
There is hope: some carriers like Spring Air are 90% online
希望犹存:春秋航空等部分航空公司 90% 的机票在线销售
US$ bln
十亿美元
19
81
1
98
1年
Spring Air from shanty agency …
春秋航空从小售票窗口开始 …
… to online and mobile sales leader
… 发展成为在线和手机销售领导者
20
15
2
01
5年
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Move
customers
online
转移客户到线上
Improve user
experience
改进用户体验
Fix the
ecommerce
website
准备网站
3 steps to become
a leading airline
in ecommerce Key levers
Fix technical problems on website1
Ensure basic user-friendliness 2
Improve payment methods3
Introduce service fees or reduce incentives in
higher cost channels4
Create specific website
products/pricing/services5
Make cross-channel referrals (from call center,
ticket office to website)6
ATL promotion for airline’s website8
BTL promotion for airline’s website 9
Create an Amazon-like, personalized online
retail experience on airline’s website
Drive SME share with SME specific products7
10
解决网站技术问题
改进支付方式和流程
保证基本的用户友好程度
对高成本的渠道,引入预订服务费或者削减销售激励
创建专属于网站的产品/价格/服务
进行跨渠道推介(从呼叫中心和售票处推荐至网站)
通过针对中小企业客户的产品来提升其线上销售
线上广告推广航空公司官网
线下广告推广航空公司官网
建立一个像亚马逊一样的个性化的电商销售体验
There are 10 levers for airlines to actively drive customers online
将客户转移至线上渠道可以通过十大杠杆来实现
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And, it’s possible to shift share: Air Canada achieved a high
direct penetration in both its domestic and regional network
而且,可能出现份额转移:加拿大航空在其国内网络和区域网络都实现了较高的直接渗透率
SOURCE: Air Canada annual report 2008
资料来源:2008年加拿大航空公司年报
6654
26 36
Canada -
domestic
加拿大 – 国内
8
Indirect
间接渠道
10
Canada
and USA -
transborder
加拿大和美国 – 跨境
Internet
互联网
Other
direct
其他直接渠道
Achieved results 成果Levers pulled by the airline 航空公司推动的杠杆
Capacity
share
份额57% 39%
Distribution channel mix
分销渠道混合
Fix the
website
准备网站
Move
customers
online
转移客户到线上
Improve
user
experience
提升用户体验
▪ Create website-specific pricing: 创建面向网站的定价:
– Focused on transparent pricing strategy, including “lowest fare
guarantee” 注重透明的定价策略,包括“最低票价担保”
– Provided fare products only available through website, e.g. Flight
Passes 提供仅可通过 Flight Passes 等网站获得的机票产品
▪ Service features: Offered easy-to-use value-add services on website
to encourage customers to use website, e.g. Web check-in, online
APIS
▪ 服务特点:在网站上提供易用的增值服务,鼓励客户使用网站,比如网上办理登机,在线 APIS
▪ Create website-specific ancillary products: such as hotel, car,
insurance
▪ 创建面向网站的辅助产品:比如酒店、汽车、保险
▪ Marketing focus on website, e.g. frequent mentioning of website in
print media and digital advertisement (Websaver)
▪ 营销注重网站的宣传,比如在纸媒和电子广告 (Websaver) 上反复提到网站
▪ Ensure basic user-friendliness: Developed user friendly web
platforms for both consumers and agents
▪ 确保基本的用户友好度:为消费者和代理商开发用户友好的网络平台
▪ Air Canada has achieved ecommerce
penetration of
▪ 加拿大航空已实现电子商务渗透
– 66% for domestic flights
– 54% for international flights
– 国内航空 66%
– 国际航空 54%
% of passengers, 2008
乘客 %,2008 年
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So, what should carrier do 那么,航空公司需要做些什么
Invest in own technology, or, partner and outsource if
cannot support
投资开发自己的技术,或者如果无法支持则寻找合作伙伴和外包资源
Ensure total reliability and great user experience on
mobile and web
确保手机应用和网页的总体可靠性和良好的用户体验
Expand to support all payment methods: Alipay, offline
cash etc.
扩展到支持所有支付方法:支付宝、线下现金支付等等
Offer “own app” specials: fares; advance seat selection
earlier; earlier online check in; bonus PhoenixMiles
提供“自家应用”特别关照:票价优惠;提前选座;提前在线办理登记手续;常旅客计划奖励
Reduce commissions to zero in
home markets
在国内市场将佣金降至零
Best rate guarantee (which is not a real guarantee and
helps with enforcement)
最优惠价格保证(并非真正的担保而是为了帮助实施)
Clamp down on any agencies offering fares below
published by blacklisting
打压提供低于所公布价格的任何代理,将其列入黑名单
0%
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Invest in own technology, or, partner and outsource if cannot support: Delta
spent $140 million investing into app and website
投资开发自己的技术,或者,如果无法支持则寻找合作伙伴和外包资源:达美航空投资 1.4 亿美元开发应用和网站
Possibility to ‘customize’
products, e.g. 可“自定义”产品,比如▪ Connecting via a certain airport
▪ 通过某个机场连接▪ Setting up connection time limit
▪ 设定连接时间限制▪ Select seat type
▪ 选择座位类型▪ Wifi onboard
▪ 机上 Wi-Fi
Flights marketed as ‘products’, and heavily focus on
features, e.g.航班作为“产品”营销,尤其注重以下特点▪ Availability of onboard entrainment system
▪ 提供机载娱乐系统▪ Flights with flat beds are indicated
▪ 注明提供可平躺座位的航班▪ Flights with wifi access 提供 Wi-Fi 连接的航班
Integration with social media
to increase customer
ownership
与社交媒体互动增加客户数量
Rich axillary products &
services, combined with
upselling and cross selling,
e.g. 丰富的辅助产品和服务,联合向上销售和交叉销售,比如▪ Economy comfort seats经济
舒适舱▪ Extra bag
▪ 超重行李
Website provides
customized
interface on
mobile and iPad
网站在手机和 iPad
上显示自定义界面
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Airline website could help streamline passenger booking experience while
up-sell extra products
航空公司网站可以帮助简化客户订票体验,同时追加销售其他产品
SOURCE: Skift, Fortune, company website
Rated as one of the best airlines which
effectively use website to up-sell customers by
IdeaWorks, Pegasus presented its ancillaries
with “compelling visuals”.
被评为最佳航空公司之一,有效利用网站通过IdeaWorks对客户进行追加销售,飞马航空以“引人注目的视觉表现”展示其附加产品
EVA Air allows passengers to pre-order inflight
duty-free products on their online shopping
portal.
长荣航空让乘客可以在其在线购物页面提前预定机上免税产品
Spirit offers multiple brand car rental options,
and retail incentives with bonus frequent flier
points.
Spirit航空提供多个品牌的租车服务,和有常旅客奖励积分的零售激励
Flight add-ons 航班附加产品 Complementary products 补充产品 Targeted promotion 定向促销
At Norwegian airline Wideroe, agents in the
call center get access to the full history of the
customer, including their recent visits to the
website or promotional emails they have
opened. Therefore they are in a powerful
position to then recommend the most
appropriate ancillary service.
在挪威的威德罗航空,呼叫中心的客服代表可以查看乘客的全部预定历史,包括他们最近对网站的访问或者打开过的促销邮件。这样他们就可以充分利用这些信息来推销最合适的附加服务
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Expand to support all major payments
扩展支持所有主要的在线支付方式
SOURCE: iResearch, company website
▪ Most Chinese airlines has expanded to
support all major payment
大部分中国的航空公司都支持所有主要的支付方式
9银联商务
其他银行
15
3
7
京东钱包1
3
其他2
快钱易宝
银联商务财付通(微信)
24
37支付宝
China’s third party payment
中国的第三方支付市场
%, 12 months ended June 2016,
CNY 5.06 bn in total
Offline payment
(线下支付)
Online payment1
(线上支付)
1 Including mobile and website payment
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Offer “own app” specials: fares, information, service and miles
为“自有app”提供特别服务:机票、信息、服务和里程
SOURCE: company website, airlinetrends.com, Press search
Initiatives 举措
Fares
机票
Information
信息
Service
信息
Bonus miles
里程积分
▪ Hilton offers triple points exclusively for guests booking
through Hilton HHonors App by Dec 2016
▪ 到2016年12月,希尔顿为通过希尔顿荣誉会员App预定的客人提供专属三倍积分
▪ Virgin Australia’s app could support passbook to
provide mobile boarding pass, and has a digital version
of the Velocity card
▪ 维珍澳大利亚的app支持passbook,提供手机登机牌,并且还有Velocity卡的电子版
▪ Delta’s app can show # of available seat when booking
via app, and passengers can check the standby list,
view the airport map and track the baggage
▪ 通过app订票时,达美航空的app可以显示剩余座位数量,而且乘客可以检查等候列表、查看机场地图并跟踪行李
▪ Etihad offers 10% off for passengers booking in
Business or Economy Class through the mobile app
before Nov 30 2016 and travel before 31 March 2017
▪ 对使用手机app于2016年11月30日前预定公务或经济舱、并在2017年3月31日前出行的乘客,阿提哈德航空提供10%的折扣
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6%
4%
2%
0%
8%
12%
10%
062000 0496 02981994
1 Systemwide for American, Delta, Northwest, US Airways, United and Continental
1. 美国航空、达美航空、西北航空、全美航空、联合航空和大陆航空全系统适用
SOURCE: Form 41 via BACK Aviation Solutions; SalomanSmithBarney; press
U.S. airlines reduced commissions to zero over a 15 year period
美国的航空公司在 15 年内将佣金降为零
Average Commission Expense as a percent of revenues for major U.S. carriers1
美国主要航空公司平均佣金支出占其收入的百分比1
Feb. 1995: 10% cap on
commissions; $50 cap on
RT domestic
1995年2月:佣金最高10%;RT国内最高50美元
Aug. 1997:
8% cap on
commissions
1997年8月:佣金最高8%
Oct. 1999: 5% cap on
commissions; $20 cap
on RT domestic ticket
1999年10月:佣金最高5%;RT国内机票最高20
美元
Mar. 2002:
End of base
commissions
2002年3月:不再支付基础佣金
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Critical to ensure the lowest (standard) price is available through your
website
关键是确保您的网站提供最低(标准)价格
American Airlines example 以美国航空为例▪ Need to develop a reputation for the
online channel that it always offers best
pricing (no higher than the best fare
from any other channel)
▪ 需要为在线渠道建立总是提供最优惠价格的声誉(不高于任何其他渠道的最优惠价格)
▪ Customers finding better deals
elsewhere, even by a few dollars, will
shop around for their future purchases
and you lose the opportunity for a
captive customer
▪ 客户在别处发现更优惠的机票,即便只有几美元,也会使得他们将来购买时货比三家,这样您会失去俘获客户的机会
▪ Notable exceptions: corporate fares,
group fares and package deals (where
the air ticket price is never transparent
for the consumer)
▪ 值得注意的例外情况:公司内部价、团体价和打包优惠价(机票价格对消费者不透明)
▪ Enables you to offer “best price guarantees”
▪ 支持您提供“最优惠价格保证”
▪ Refunds and rewards for customers if find lower
price for same flight in other channels
▪ 如果客户发现同一航班在其他渠道购买的价格更加优惠则给客户退款并奖赏
▪ Helps with policing of your agency agreements
▪ 协助监管您的代理协议
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Travel intermediaries still has its value proposition
旅游中介机构仍然有其价值主张
SOURCE:
Low product costs降低产品成本
Convenience 方便
Risk reduction 降低风险
Effective marketing 有效营销outsourcing 外包
Risk reduction 降低风险
Price differentiation 价格差异化
Value added only partially changing through the Internet网络预定仅部分改变附加价值
Value-adding activities of tour operators 旅行社的增值活动
Related tour operator activities相关旅行社活动
Value added ofintermediaries旅游中介机构的附加价值
Supplier Advantages供应商优势
Customer Advantages客户优势
▪ recognize shifts in agencies:
likely decline of channel over
time, but still valuable for
creating packages and
tapping into some market
segments. Some
convergence of online and
offline models. [chart from
your PD]
认识到代理商的转变:渠道可能日益衰退,但是在创建产品包和进入某些细分市场时仍有价值。聚集线上和线下模型。[你在 PD 上的图表]
▪ Tour operators can create
significant value added for
both suppliers and
customers
旅行社可以为供应商和客户创造大量附加价值
▪ Simplify bookings 简化预定流程▪ Reduce search costs by bundling products and filtering
information
▪ 通过捆绑产品和过滤信息降低搜索成本
▪ Perform yield management in case of underutilization
利用率较低时进行产量管理▪ Take on inventory risk (selectively)
承担库存风险(选择性地进行)
▪ Address specific customer segments
应对特定的细分客户▪ Hide price of single components through packaging
通过打包出售隐藏单个产品的价格
▪ Promote and market products based on knowledge about
specific local market
基于对特定本地市场的了解推广和营销产品▪ Provide expertise on customer needs 提供专业知识满足客户需求
▪ Bundle buying power to reduce rates 捆绑购买可降低价格▪ Increase efficiency in logistics through economies of scale to
(e.g., bus transfer)
通过规模经济(比如总线传送)提升后勤效率
▪ Verify and guarantee product quality, especially for hotels
确认并保证产品质量,尤其是酒店▪ Resolve issues during holiday in native language
在节假日期间使用当地语言解决问题
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We have unparalleled experience delivering impact in all sectors of travel
distribution – selected examples
我们拥有丰富的经验,可对旅游分销的各部门施加影响 – 精选案例
Identified 33% reduction in distribution costs; $100M+ in additional revenue分销成本降低33%;收入增加1亿美元以上
Meaningful reductions in commissions and changes to terms to lay groundwork for increase in direct channel share佣金减少和条款变更意义重大,为增加直接渠道的份额打下基础
4-5% direct share increase and 3 year distribution roadmap直接渠道份额增加4-5%,3年分销路线图
40+ pt share shift to low-cost direct channel40+ %份额转移到低成本的直接渠道
Annual revenue growth increased by 4 p.p. per year for 3 consecutive years年收入增长连续3年每年增长4%
Built OTA and metasearch alternative to drive greater hotel direct bookings建立OTA和元搜索替代方案,推动更大范围的酒店直接预定
Online bookings on track to double between 2012 and 2015在线预定步入正轨,在2012年和2015年期间翻番
Identified a $350M opportunity and built the team to capture it发现3.5亿美元的商机并打造团队抓住商机
Top 5 international
hotel group
5大国际酒店集团Top 10 multi-brand hotel
franchise group
10大多品牌连锁酒店集团
Multi-hotel consortium
多酒店联合体
International car rental
agency
国际租车代理
International airline
国际航空公司
International airline
国际航空公司
European tour operator
欧洲旅行社
Online travel agent
在线旅行社
Reduced commissions and sources of competitive search-term / brand bidding佣金减少,竞争搜索项/品牌报价来源减少
Cruise line
邮轮
Impact 影响