【观点】携手搞事情，如何搅动万亿旅行市场？

从夏天的淄博烧烤到冬天的哈尔滨冰雪大世界，旅游市场的泼天富贵还有多少，谁又能真正接得住？

累计接待游客304.79万人次，实现旅游总收入59.14亿元，元旦三天假期里哈尔滨“考出”整个海南省2倍的成绩。向往冰雪世界的南方朋友，给尔滨带去泼天富贵。

据携程发布的《2024年元旦跨年游旅游洞察》，目的地为哈尔滨的元旦假期订单量同比增长631%，预定12月目的地为哈尔滨冰雪酒店订单同比增长17倍，冰雪团队游产品订单量同比增长79倍。

从夏天的淄博烧烤到冬天的冰雪大世界，后疫情时代的旅游市场异常火爆。中国旅游研究院预测，2024年国内旅游出游人数超60亿人次，国内旅游收入超6万亿元。 CXO UNION-CXO联盟（cxounion.cn）

不仅是各地的文旅局开始花式互卷揽客，从老牌OTA（在线旅行社）携程，到东方甄选、小红书，再到抖音快手等，平台方们也都暗暗发力，业内人士表示，未来酒旅市场的竞争激烈程度可能会回到2019年。

玩家们都试图从旅游这块万亿级蛋糕里分走更多，如何找到新的发力点成为关键。

1月17日，快手和携程达成战略合作，携程首次进入快手本地生活生态，并将景点门票、度假线路等优选产品供应链陆续接入快手平台，快手则将提供流量助推、商品补贴、达人合作等一揽子权益。

3.87亿老铁们的出游需求，在快手和携程的牵手中有望变成一个个新支点，撬动释放更多红利。

一、摸不透的旅游市场，去哪儿找增量？

为了躲避零下二三十度的严寒，过去东北人习惯成群结队前往海南过冬，三亚也因此成了东北人的第二故乡，在每个冬季热门旅行榜中独占鳌头。然而谁都没想到，如今南方人长驱直入“北境”，让冰城哈尔滨接棒淄博，烧出冬天里的一把火。 CXO UNION-CXO联盟（cxounion.cn）

2023年，从年初的淄博，到年末的哈尔滨，火得都有点不同寻常。后疫情时代，旅游市场的复苏是基本盘。与此同时，素人、博主挖掘新鲜旅行玩法，分享到互联网平台，形成短视频疯狂传播，各类事件营销进一步发酵，再加上政策层面的保驾护航，成为近年来热门旅游城市的统一“走红路径”。

互联网上，一个个宝藏小城被网友们挖掘出来，“特种兵旅游”“Citywalk”等旅行方式成为网络热词，线上流量浇灌，带动线下旅游经济的发展。文旅部的统计数据显示，2023年前三季度，国内旅游达到36.7亿人次，实现旅游收入3.7万亿元，同比分别增长75%、114%。

旅游市场复苏节奏强劲，诸如携程这类老OTA平台期待着业绩可以同步增长。另一边，内容平台对于旅游热点的助推，效果明显，旅行相关的景点、穿搭、攻略天然自带分享属性，让内容平台成为酒旅业不可忽视的渠道之一。小红书、快手、抖音这类从内容切入的新玩家，也希望在市场中分得一杯羹。

在线旅游的竞争格局扑朔迷离，如何撬动新的增量，谁都想知道答案。

复盘淄博、哈尔滨可以看到，这两个城市都不算是传统意义上的头部旅游城市，但有个共同点：平价、亲民。“不是北欧去不起，而是哈尔滨更有性价比”“不是冰岛去不起，而是威海更有性价比”，类似的旅游安利文案比比皆是。

据同程研究院的统计，受地方旅游政策和消费潜力的影响，以及低线城市的消费人群推动，2023年五一期间，国内二线及以下城市酒店订单数量的增速远高于一线和新一线城市。

旅行已经不单是中产阶级的生活方式了，空闲时间多、可自由支配收入高的小镇青年正在成为主力。《2022年县域市场中青年消费趋势研究》调查发现，县域家庭年收入的中位数在90000元左右，一半家庭有房有车。生活无忧，没有996，平均工作时间只有7.2小时。

得小镇青年者，能够在未来的旅游市场竞争中占据主动之位，已成为行业共识。

另一方面，这一波哈尔滨出圈直接让各地“文旅局”疯狂。先是沈阳文旅局长深夜在线听网友支招，然后是哈尔滨阿城区文旅局局长在冰雪大世界领舞，甘孜文旅局局长发布变装视频，带动各省网友疯狂为文旅局局长揽活，进行花式营销。 CXO UNION-CXO联盟（cxounion.cn）

大家都认识到流量爆点的重要性。快手本地生活酒旅行业总经理江林昊对《豹变》表示，城市热点爆发，主要是一开始就累积了自然投稿量，平台在监测过程中发现这些热点，只能做一些引导、助推，实际上还是得依靠自然话题量。

这也意味着拥有海量用户，且活跃度高的平台，越容易助推旅游网红城市的话题度发酵。

1月17日，快手与携程联手，一个是老牌头部OTA，过去在在线旅游市场的份额占比一直位列第一；一个是拥有3.87亿日活，6.85亿月活，旅游互动用户超2.2亿，酒旅创作者超35万，活跃着大量小镇青年的超级内容平台。

强强联手，或将为在线旅游市场带来新的冲击波。

二、携程，抓住快手老铁

实际上，作为老牌OTA平台的携程，早在2019年便开始发力做内容，孵化平台KOL。

2023年，携程推出旅游垂直大模型“携程问道”，为用户提供更全面的旅游决策。现在，打开携程APP首页，双列信息流推荐里不乏城市、酒店、美食等旅行攻略，图文和短视频内容应有尽有。

只不过当下的用户习惯仍是把携程当作工具：当用户已经决定好行程时，直接打开携程APP下单门票、酒店。在用户的旅行消费决策中，携程的属性偏后置。 CXO UNION-CXO联盟（cxounion.cn）

与此同时，作为中国旅游消费高净值人群最多的APP，携程也有强烈的诉求在大众人群中拓展新增量。

快手平台的用户属性跟携程的战略方向高度吻合，可以为携程带去用户增量。同时作为内容平台，快手更有前置性，老铁们刷着刷着快手，看到好玩、有吸引力的地方，旅游冲动瞬间被点燃。

过去快手商业化节奏相对克制，“老铁们”黏性也非常高。三季度数据显示，快手平均每位日活跃用户日均使用时长129.9分钟，单位用户的获客成本同环比下降。

此外，快手生态里最大的优势在于用户信任，这份信任基于生活的真实性，充满烟火气的内容可能朴实无华，但真切有感染力。而旅游，本来就像是通往其他真实生活的任意门，这与快手里接地气、市井化的氛围天然适配。

基于信任的延展，让快手自带本地生活基因。当一个用户刷到拥有26.9万粉丝的快手达人@烧饼小雯在北漂 时，看到她在北京卖烧饼的日常，直播间中没有灯光布景，画面中只有实实在在的烧饼铺，以及时不时出现的讨价还价场景。这背后播下的种子，就可能是线下的双向奔赴。

信任也会推动用户决策，情感力量更容易刺激消费。高客单价、重体验的旅游产品，本身对信任的要求就非常高。在快手中刷“冰雪大世界”相关内容，能看到推荐中有不少现场直播，主播将摄像头对准冰雪大世界的演出舞台，从观众的视角看，仿佛家里的长辈出去玩打来的一通视频电话，当地的真实情景一目了然。

这个冬天，哈尔滨的火热也体现在快手的数据里。2024年1月1日至8日，快手中哈尔滨区域团购商品GMV同比增长965%，美食、旅游、丽人三个类目累计贡献了近80%的GMV。其中，“哈尔滨冰雪大世界成人票”成为快手本地生活2024年首个爆款商品，近一周GMV环比增幅超116%。

在快手的信任生态中，积累的私域粉丝沉淀为重要资产，长期经营中的成交成本会被不断拉低，这一点不仅在流量越来越贵的阶段显得尤为重要，更是保障后续履约率的关键。

酒旅产品买卖的决策链路长，核销情况一直是新平台无法攻克的难点。对商家来说，平台上卖出去的多，但最后履约、核销的少，也是白忙活一场。本地生活的维度上，核销率是平台试金石，核销率高会对经营情况有放大效应。

于是，信任在履约过程中发挥了更为显著的作用，据江林昊透露，旅行社卖同样的产品，在快手上的核销率比其他平台高出二十多个点，“老铁真的还是挺认人的，买了你的，就说明他真的很信你。”

总体来看，牵手快手，相当于在携程站外增加了用户“被安利”的过程。两家刚好形成互补关系：快手负责为用户提供优质内容，安利出行目的地，通过算法提升人货匹配效率；拥有强大的供应链掌控和履约能力，携程主要负责景区门票等产品的供应，保障履约。 CXO UNION-CXO联盟（cxounion.cn）

三、酒旅，值得在快手重做

快手此次与携程的合作也更像是一场“弯道超车”。

近年来，盯上旅游这块蛋糕的玩家众多。同属短视频平台的抖音，在2023年3月推出酒旅商家扶持政策；此后又进一步将酒店旅游升级成生活服务下的一级部门，与到店业务平行。擅长图文种草的小红书，更是成为旅行攻略新阵地。

快手也在“值得信赖的酒旅平台”路上不断进化。实际上早在2019年，快手就推出了本地生活服务功能，直到2022年9月，分散在主站、电商两个事业部的本地生活被整合升级为独立事业部，此后本地生活与主站、电商、国际化业务处于同一层级。

其中，酒旅业务从2023年2月份开始立项，原本主要和餐饮等产品一起推进，并没有针对性地进行产品研发。2023年5月，快手发起“每座城都有一手”百城联动文旅项目，以百亿流量扶持文旅内容。

今年，在旅游市场再次火爆的背景下，快手对酒旅业务持续发力，而酒旅产品也更值得在快手重做一遍，将快手上的内容价值最大程度转化为交易价值。

快手与携程的合作不仅仅局限于“挂链接”，携程将把景点门票、度假线路等优选产品供应链陆续接入快手平台，并通过快手的POI入口进一步优化“种草+拔草”的消费闭环。通过平台级合作两家重构了用户的下单体验。

《豹变》在快手中搜索“上海野生动物园”时，下单界面会直接跳转至内接的携程小程序，可以直接预订时间，并且包含无忧退、费用说明、使用说明等详细情况。相较于其他平台上经常需要一次次填写用户信息，快手和携程打通了底层链路，在互通的基础设施之上，用户信息同步，下单时可以直接选择出行人，不需要二次填写信息，体验更加顺畅。

2024年，快手还将在产品上针对酒旅相关内容打造团购模板，在算法中加重针对旅游产品的分发精度。同时根据酒旅的特性做B端工具，来更好地服务商家。在产品基建和供给基建上，两手抓，让用户养成在快手消费酒旅产品的心智。

江林昊提到：“我们未来的工作方向，一是帮助他们选好适合老铁的优质好商品，二是帮助他们做出老铁感兴趣的优质好内容。” CXO UNION-CXO联盟（cxounion.cn）

快手“老铁”的流量毋庸置疑，做内容的优势也显而易见。携程集团副总裁季毅华表示，快手具备受欢迎的旅游内容、高沉淀的粉丝和强大的达人私域能力。通过本次合作，携程将触达更多酒旅新用户和新需求，双方将一同拓宽酒旅行业流量边界，探索旅游消费发展新潜能。

春节小长假即将到来，各省争当下一个“哈尔滨”，快手和携程的合作，也将在这一次考验中释放出更多可能性。

翻译：

Work together to do things, how to stir the trillion travel market?

From Zibo barbecue in summer to Harbin Ice and snow world in winter, how much is there in the tourism market, and who can really catch it?

A total of 3.0479 million tourists were received, and the total tourism revenue reached 5.914 billion yuan. During the three-day New Year’s Day holiday, Harbin “tested” twice the results of the whole Hainan Province. Yearning for the southern friends of the ice and snow world, to Erbin to bring wealth.

According to the “New Year’s Day New Year’s Day Travel Insight 2024” released by Ctrip, the number of orders for the New Year’s Day holiday to Harbin increased by 631% year-on-year, the number of orders for the Harbin Ice and Snow hotel to be booked in December increased by 17 times year-on-year, and the number of orders for ice and snow team tour products increased by 79 times year-on-year.

From the Zibo barbecue in summer to the ice and snow world in winter, the tourism market in the post-epidemic era is extremely hot. The China Tourism Academy predicts that by 2024, the number of domestic tourists will exceed 6 billion, and the domestic tourism revenue will exceed 6 trillion yuan.

Not only are the cultural tourism bureaus around the country beginning to style each other, from the old OTA (online travel agency) Ctrip, to the Oriental selection, small red book, and then to Tiktok Fast Hand, etc., the platform parties are also quietly making efforts, industry insiders said that the fierce competition in the future wine travel market may return to 2019.

Players are trying to get more from the trillion-dollar cake of tourism, and how to find new power points has become the key. CXO UNION-CXO联盟（cxounion.cn）

On January 17, Kuaishou and Ctrip reached a strategic cooperation, Ctrip entered the local life ecology of Kuaishou for the first time, and the scenic spot tickets, vacation lines and other preferred product supply chains have been connected to the Kuaishou platform, Kuaishou will provide traffic boost, commodity subsidies, master cooperation and other packages of rights and interests.

The travel demand of 387 million old iron is expected to become a new fulcrum in the hands of Kuaishou and Ctrip, and release more dividends.

First, can not understand the tourism market, where to find increment?

In order to escape the cold of 20 to 30 degrees below zero, people in the Northeast used to flock to Hainan for the winter, and Sanya has become the second home of people in the Northeast, ranking first in the list of popular winter trips. However, no one expected that southerners now drove straight into the “north”, so that the ice city of Harbin took over Zibo, burning a fire in winter.

In 2023, from Zibo at the beginning of the year to Harbin at the end of the year, the fire is a little unusual. In the post-epidemic era, the recovery of the tourism market is the basic disk. At the same time, ordinary people and bloggers excavate fresh travel games, share them to the Internet platform, form short videos, further ferment of various events marketing, coupled with the escort at the policy level, and become the unified “popular path” of popular tourist cities in recent years.

On the Internet, a treasure town has been dug out by netizens, and travel methods such as “special forces tourism” and “Citywalk” have become hot words on the Internet, and online traffic has poured out, driving the development of offline tourism economy. Statistics from the Ministry of Culture and Tourism show that in the first three quarters of 2023, domestic tourism reached 3.67 billion trips, and tourism revenue reached 3.7 trillion yuan, an increase of 75% and 114% respectively.

The pace of recovery in the travel market is strong, and older OTA platforms such as Ctrip are looking forward to synchronous growth. On the other hand, the content platform for the promotion of tourism hot spots, the effect is obvious, travel-related attractions, wear, guide natural sharing attributes, so that the content platform has become one of the channels that can not be ignored in the hotel industry. New players such as Xiaohongshu, Kuaishou and Tiktok who cut into the content also hope to get a share of the market. CXO UNION-CXO联盟（cxounion.cn）

The competitive pattern of online travel is confusing, and how to leverage new increments, everyone wants to know the answer.

As can be seen in Zibo and Harbin, these two cities are not the head tourism cities in the traditional sense, but they have one thing in common: parity and friendliness. “Not Northern Europe can not afford to go, but Harbin is more cost-effective” “not Iceland can not afford to go, but Weihai is more cost-effective”, similar tourism Amway copywriting can be found everywhere.

According to the statistics of the same journey Research Institute, affected by local tourism policies and consumption potential, as well as the promotion of consumer groups in low-tier cities, during the 2023 May Day, the growth rate of hotel orders in second-tier and below domestic cities is much higher than that of first-tier and new first-tier cities.

Travel is no longer just a middle-class lifestyle, and small-town youth with plenty of free time and high discretionary income are becoming a mainstay. The “Research on Youth Consumption Trends in the County Market in 2022” survey found that the median annual household income in the county is about 90,000 yuan, and half of the families have houses and cars. Life is carefree, no 996, and the average working hours are only 7.2 hours.

It has become an industry consensus that young people in small towns can take the initiative in the future tourism market competition.

On the other hand, this wave of Harbin out of the circle directly made the “cultural tourism Bureau” crazy. First, the director of Shenyang Cultural Tourism late at night online to listen to netizens, and then the director of Harbin Acheng District Cultural Tourism Bureau led the dance in the ice and snow world, and the director of Ganzi Cultural Tourism Bureau released a cross-dressing video, which led to the madness of netizens in various provinces for the director of cultural Tourism Bureau to work and carry out fancy marketing. CXO UNION-CXO联盟（cxounion.cn）

Everyone recognizes the importance of traffic breakpoints. Jiang Linhao, general manager of the local life wine travel industry, told Leopard Change that the outbreak of urban hot spots is mainly the accumulation of natural contributions from the beginning, and the platform found these hot spots in the monitoring process can only do some guidance and boost, in fact, it still has to rely on the amount of natural topics.

This also means that the platform with a large number of users and a high degree of activity is easier to boost the topic of tourism network red city fermentation.

On January 17, Kuaishou and Ctrip joined hands, one is the old head OTA, the share of the online travel market has been ranked first in the past; One is a super content platform with 387 million daily lives, 685 million monthly lives, more than 220 million tourism interactive users, more than 350,000 wine travel creators, and a large number of active small town youth.

The combination of strong and strong may bring new shock waves to the online travel market.

Second, Ctrip, seize the fast hand old iron

In fact, as an old OTA platform, Ctrip began to make efforts to do content and incubate the platform KOL as early as 2019.

In 2023, Ctrip launched the tourism vertical model “Ctrip asks” to provide users with more comprehensive travel decisions. Now, open the home page of Ctrip APP, double column information flow recommendation has no shortage of cities, hotels, food and other travel guides, graphics and short video content.

But the current user habit is still to use Ctrip as a tool: when the user has decided to travel, directly open the Ctrip APP to place tickets, hotels. In the user’s travel consumption decision, the attributes of Ctrip are biased behind. CXO UNION-CXO联盟（cxounion.cn）

At the same time, as the APP with the largest number of high net worth tourism consumers in China, Ctrip also has a strong appeal to expand new additions in the mass population.

The user attributes of the Kuaishou platform are highly consistent with the strategic direction of Ctrip, which can bring user growth to Ctrip. At the same time, as a content platform, Kuaishou is more proactive, the old iron brush brush Kuaishou, see fun, attractive places, travel impulse was ignited instantly.

In the past, the pace of fast hand commercialization was relatively restrained, and the stickiness of “old iron men” was also very high. The third quarter data show that the average daily use time of each daily active user is 129.9 minutes, and the acquisition cost per unit user has decreased quarter-on-quarter.

In addition, the biggest advantage of the fast hand ecosystem is the user’s trust, which is based on the authenticity of life, and the content full of fireworks may be simple and unadorned, but it is really appealing. Tourism is like an arbitrary door to other real life, which is naturally adapted to the atmosphere of the fast hand and the market.

Based on the extension of trust, Kuaishou brings its own local life genes. When a user brushes to the 269,000 fans of the fast hand master @Shaobo Xiawen in Beijing, see her daily life of selling shaobo in Beijing, there is no lighting scenery in the broadcast room, the picture only the actual shaobo shop, and the bargaining scene from time to time. The seeds sown behind this may be a two-way trip to the line.

Trust also drives user decision making, and emotional power is more likely to stimulate consumption. Tourism products with high price and heavy experience have very high requirements for trust. In the fast hand brush “ice and snow world” related content, you can see that there are many live broadcasts in the recommendation, the anchor will be the camera at the ice and snow world stage, from the audience’s perspective, as if the family elders went out to play a video call, the real scene of the local at a glance. CXO UNION-CXO联盟（cxounion.cn）

This winter, Harbin’s hot is also reflected in the data of fast hands. From January 1 to 8, 2024, the GMV of group buying goods in Harbin region increased by 965% year-on-year, and the three categories of food, tourism and beauty contributed nearly 80% of the GMV. Among them, the “Harbin Ice and Snow World Adult ticket” became the first explosive commodity in Kuaishi local life in 2024, and the GMV increased by more than 116% in the past week.

In the trust ecology of fast hands, the accumulated private domain fans are precipitated as important assets, and the transaction cost in long-term operation will be continuously lowered, which is not only particularly important in the stage of more and more expensive traffic, but also the key to ensure the follow-up performance rate.

The decision link of wine travel product trading is long, and the cancellation situation has always been a difficult problem that the new platform can not overcome. For merchants, more are sold on the platform, but the final performance and verification are less, which is also a waste of time. In the dimension of local life, the write-off rate is the touchstone of the platform, and a high write-off rate will have an amplified effect on the business situation.

As a result, trust in the process of performance played a more significant role, according to Jiang Linhao revealed that travel agencies sell the same products, the fast hand cancellation rate is more than 20 points higher than other platforms, “the old iron really still very recognize people, bought you, it shows that he really trust you.” CXO UNION-CXO联盟（cxounion.cn）

Overall, holding hands is equivalent to increasing the process of “being Amway” by users outside Ctrip. The two companies have formed a complementary relationship: Kuaishou is responsible for providing users with quality content, and Amway travel destinations improve the efficiency of matching people and goods through algorithms; With strong supply chain control and performance capabilities, Ctrip is mainly responsible for the supply of scenic spot tickets and other products to ensure performance.

Third, wine travel, worth redoing in the fast hand

The cooperation between Kuaishou and Ctrip is also more like a “corner overtaking”.

In recent years, many players have focused on the cake of tourism. Tiktok, also a short video platform, launched a support policy for liquor merchants in March 2023; Since then, hotel tourism has been further upgraded to a first-level department under life services, parallel to the arrival business. The little red book, which is good at graphic planting grass, has become a new position of travel strategy.

Kuaishou is also evolving on the road of “trusted wine travel platform”. In fact, as early as 2019, Kuaishou launched the local life service function, until September 2022, the local life scattered in the main station and e-commerce two business units were integrated and upgraded to an independent business unit, and then the local life and the main station, e-commerce, and international business are at the same level.

Among them, the wine travel business began to project in February 2023, and was originally mainly promoted with catering and other products, and did not carry out targeted product research and development. In May 2023, Kuaishou launched the “Every city has a hand” hundred-city linkage cultural tourism project to support the content of cultural tourism with 10 billion flow.

This year, in the context of the popular tourism market again, Kuaishou continues to make efforts on the liquor travel business, and the liquor travel products are also worth doing again in Kuaishou, and the content value of Kuaishou is converted into transaction value to the greatest extent.

The cooperation between Kuaishou and Ctrip is not limited to “hanging links”, Ctrip will gradually connect scenic spot tickets, vacation lines and other preferred product supply chains to the Kuaishou platform, and further optimize the consumption loop of “planting grass + pulling grass” through the POI entrance of Kuaishou. Through platform-level cooperation, the two companies have reconstructed the user’s ordering experience. CXO UNION-CXO联盟（cxounion.cn）

“Leopard Change” in the fast hand to search for “Shanghai Wild Animal Park”, the order interface will directly jump to the internal Ctrip small program, you can directly book the time, and contains worry-free return, cost instructions, instructions and other details. Compared with other platforms that often need to fill in user information again and again, Kuaishou and Ctrip have opened up the underlying link, on the basis of the interworking infrastructure, user information synchronization, you can directly choose a traveler when placing an order, there is no need to fill in information twice, and the experience is smoother.

In 2024, Kuaishou will also create a group purchase template for alcohol travel-related content on the product, and increase the distribution accuracy of tourism products in the algorithm. At the same time, according to the characteristics of the hotel, we can make B-end tools to better serve the merchants. In the product infrastructure and supply infrastructure, both grasp, so that users develop the mind of fast consumption of wine travel products.

Jiang Linhao mentioned: “Our future work direction, one is to help them choose good quality goods suitable for old iron, and the other is to help them make good quality content that old iron is interested in.” CXO UNION-CXO联盟（cxounion.cn）

The flow of fast hand “old iron” is undoubtedly, and the advantages of doing content are also obvious. Ji Yihua, vice president of Ctrip Group, said Kuaishou has popular travel content, high precipitation of fans and strong personal domain capabilities. Through this cooperation, Ctrip will reach more new users and new needs of wine travel, and the two sides will work together to broaden the flow boundary of the wine travel industry and explore new potential for tourism consumption development.

The Spring Festival holiday is coming, and the provinces are competing to be the next “Harbin”, and the cooperation between Kuaishou and Ctrip will also release more possibilities in this test.

由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于豹变；作者：赵若慈；编辑/翻译：CXO UNIONCXO联盟小U。

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