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马云通过飞猪进军定制旅游,这是要和携程抢地盘吗
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Janiceog
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马云通过飞猪进军定制旅游,这是要和携程抢地盘吗
June 04, 2017, 01:51:27 PM
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随着越来越多游客开始嫌弃上车睡觉、下车拍照的跟团游,定制旅游的概念也在近一两年间瞬间上位成了旅游业内的香饽饽。
6月1日,拥有阿里系纯正血统的飞猪在“旅行设计生态战略发布会”上宣布,旗下定制旅游频道上线,而仅仅一年半以前,另一家大型在线旅游平台携程也刚刚推出了定制旅游业务。
佣金多少或许导致定制游供应商重新站队
阿里巴巴集团副总裁、飞猪总裁李少华在接受记者采访时介绍,目前飞猪已针对定制旅游成立了独立的事业部,虽然目前这个部门还只有4、5个员工,已签约的供应商也还仅20多家,但李少华认为,在飞猪目的地内容全网互动中,用户在过去半年对某一特定目的地的关注MAU(月活用户数)已维持在3500万到4000万之多,这意味着飞猪入局定制旅游的赢面已经够大。
李少华或许真的不是在“自卖自夸”,因为飞猪的竞争对手之一的携程似乎已经警惕起这位新入局者。
飞猪与携程两家定制旅游模式的相似之处在于,两者都不自己提供定制产品,而是将用户提出的需求发布给旗下供应商,由供应商为用户提供定制服务,而作为平台方的飞猪和携程则向供应商收取交易额一定比例的佣金。
一位参加飞猪发布会的供应商向澎湃新闻透露,携程已经向旗下定制游的供应商发出通知,要求供应商们“站队伍”,“原则上选择了携程就不能在加入包括飞猪在内的其他平台。”
但这位供应商认为,即便如此,飞猪入局定制旅游对于携程来说已然存在威胁,“现在携程收取佣金的比例已经提高了,从原来的5%提高到了8%,作为供应商的旅游社只有两条路:要么涨价把提高的成本转嫁给用户,要么就自己消化这3%的部分,对于许多规模小利润薄的供应商来说怎么选都是不利的。”该供应商表示,虽然目前飞猪尚未明确向供应商收取的佣金比例,但据其了解,应该不会有8%这么多。
该供应商分析,如果飞猪的佣金比例能维持在5%左右,许多供应商恐怕就要重新站队了。
个性化和批量生产的矛盾
不过,无论对于飞猪还是携程来说,目前发展定制旅游最大的困难显然还不是来自于竞争对手,而是在于产品质量本身。
“痛点主要有两个。一个是怎么把消费者的需求准确地传递给商家;一个是怎么做到服务保障。”李少华说。
事实上,当一个个充满情怀的定制旅游故事构筑着旅行幻想的同时,关于定制游价格贵、服务不到位的诟病也不绝于耳。
“大多数游客都是第一次前往某个旅游目的地,所谓的定制游也不过就是把一些常规的行程做一个重新排序,把整个行程的节奏调快或者调慢,仅此而已。”一为定制游业内人士告诉澎湃新闻记者,仅仅用这样挂羊头卖狗肉的定制模式就可以问游客多收一笔定制费,而如果在行程中加一个品茶、品酒之类的体验活动,帮游客预定一家当地网红餐厅,安排一些较有特色酒店,如此一来就可以加价数倍之多。
该业内人士称,这些加出来的所谓特色形成其实也不过只是当地常规的短线旅游项目而已,但由于大多数游客并不会花时间和精力去了解比价,因此多花了数倍甚至十数倍的钱仍然不明真相。
“但对于那些对于定制游真正有个性化要求的游客来说,他们的要求就很难满足。举个简单的例子,如果游客提出的住宿不在定制旅行社协议酒店范围内,它或许就不愿意提供,而是会强烈建议游客住在有协议的酒店;如果游客提出更为小众的旅游线路,旅行社也往往不可能真的花心思去研究制定,要知道研发一个新行程往往需要几个月甚至一年的时间,但旅行社一般都没有这样的人力和精力去为少数人群做这些冷门线路。当然,除非游客愿意花很多很多钱,享受真正的高端游。”
该业内人士认为,消费者反应的定制游价格贵正是因为他们没有真正获得一个个性化的定制服务。“你给了我一个百度一下就可以拼凑出的常规行程,却要向我多收一大笔定制费,所以有的游客就不买账了。”
正如李少华所说的,消费者希望个性化的需求与商家希望批量化生产的需求始终是定制旅游发展存在的最大矛盾。而定制旅游要真正走向更多中产阶层消费者,让更多人愿意买单,势必需要把这一矛盾缩减得越来越小。
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