近日，由国内知名旅游研究咨询机构劲旅咨询对国内主要在线酒店预订平台进行深入调研，撰写并发布了国内首份《2012年7月份中国在线酒店价格监测分析报告》，以后每月将持续发布。据劲旅咨询行业研究部负责人透露，未来，劲旅咨询将对中国旅游行业的更多细分领域进行更为系统深入的研究，将更多的成果分享给广大旅游从业者和关心关注旅游业发展的各界人士。

recently，The domestic famous tourism research consulting agency for domestic main force consulting online hotel bookings are deeply research platform，Write and publish the domestic first《In July 2012 China online hotel price monitoring analysis report》，A month later will continue to release。According to the research and consulting industry giants revealed，The future，The consultation will force of China's tourism industry more segmentation field for more systematic and in-depth research，The results will be more share to the tourism practitioners and concern focus on the development of the tourism industry the people from all walks of life。

　　近年来，随着在线旅游的快速发展，国内酒店在线预订市场同样保持了高速增长势头，酒店预订业务是在线旅游网站发展最早、也是发展最为相对成熟的一个市场细分领域，当之无愧的成为各大在线旅行商争夺市场份额和赚取利润的主要业务线。近几个月来，随着竞争日趋激烈，价格战随之展开并愈演愈烈，各大在线旅行商纷纷宣布投入重金来进行优惠促销，希望通过价格这个受众最为敏感的杠杆来发展新用户，巩固、提升用户忠诚度和扩大市场份额。在价格战后打响后，各大在线旅行商的价格到底如何，到底哪家预定酒店价格更有优势呢?劲旅咨询研究人员对国内主要在线旅行商及旅游搜索引擎网站进行深入调研，获取了第一手数据，作为本报告的基础样本和核心数据来源。

In recent years，With the rapid development of online travel，Domestic hotel reservation online market also maintained a high growth momentum，Hotel reservation service is the earliest online travel website development、Is the most development relatively mature a field of market segmentation，Deserved has become each big online travel business market share and profit for the main business line。In recent months，Along with the increasingly fierce competition，Price war start and intensified，The online travel business have announced that put serious money for preferential promotion，Hope that through the price the audience the most sensitive lever to develop new users，consolidate、To improve user loyalty and expand market share。In the price war after began，The online travel business how price，Exactly which booking hotel prices? Have more advantages?Powerful force consulting researchers to domestic main online travel business and tourism search engine site for the further research，Get the first-hand data，As the basis of this report sample and core data sources。

　　一、主要OTA网站之间的价格比较研究 a、Main OTA website between the price of a comparative study

　　劲旅咨询运用劲旅智库在线酒店价格指数模型，随机在北京、上海、天津、重庆等四个直辖市和内地22个省会城市，从携程旅行网、艺龙旅行网、同程网、芒果网等四家网站中共随机查找了280家包含五星、四星、三星、经济型等类型的酒店，采集了四家网站均可查询到的同一家酒店在同一天、同一个房型、同等含餐情况的可预订并是酒店前台现付房间价格数据。

Powerful force consulting use powerful force think-tank online hotel price index model，Random in Beijing、Shanghai、tianjin、Chongqing, and other four municipalities directly under the central government and the mainland 22 provincial capital city，From ctrip、Arts dragon travel network、Process network with、Mango and four website the random search in 280 contains five star、four、samsung、Economy, and other types of hotel，Collected four web sites have can inquire the same hotels in the same day、The same room、The same situation with meal can reserve and is the hotel front desk now pay room price data。

　　调研结果显示，七月份主要在线旅行商常规酒店预订线上公开价格总体差别不大,芒果网、携程旅行网略有优势，艺龙旅行网、同程网与前两者差距微小;七月份主要在线旅行商预订酒店返现力度差别很大，携程旅行网的返现力度最大，其次是芒果网，艺龙旅行网位列第三，与前两位差距不小，同程网返现力度是四家中最小的;七月份，随着价格战逐步升级，主要旅游搜索引擎网站酒店搜索结果显示最优价格优势不明显，与携程、艺龙等OTA价格差别不大。

Research results show that，July main online traveling salesman conventional hotel reservation online open price overall difference,Mango network、Ctrip a little advantage，Arts dragon travel network、With path net and the former two gap tiny;July main online travel business hotel booking return now strength difference is very big，Ctrip's return is the biggest strength，The second is mango network，Art dragon travel network third ruler in the kingdom，And the former two small gap，With path net return now strength is the youngest in the family,July，Along with the price war escalated，Major tourist search engine sites hotel search results show that the optimal price advantage is not obvious，And electronic、Art dragons, etc. OTA price difference is not big。

　　1.1主要在线旅行商常规酒店预订线上公开价格总体差别不大 1.1 the main online traveling salesman conventional hotel reservation online open price overall difference

　　经过十余年的发展，中国在线酒店预订市场是在线旅游各细分领域中发展最为规范的一个市场，酒店与在线分销商之间有比较强约束力的分销合约，保证同一家酒店的对外销售价格无论是客人直接到前台办理入住还是通过酒店官网或在线分销商网站预订，价格都能达到基本统一，所以各家大型OTA网站常规酒店的线上公开可销售价格基本无差别或差别很小(如图一所示)，以此来履行和保证与酒店的签约销售价格一致，不去破坏酒店的销售政策。当然，现存的众多中小型酒店预订网站的价格及服务还处于比较复杂的状态，劲旅咨询将单独研究，另行发布。

After more than ten years' development，China's online hotel reservation online travel market is the segmentation in the field of development the most standard a market，The hotel and online between distributors have stronger binding distribution contract，Ensure that the same hotels foreign sales price whether guests directly to the front desk check-in or through the hotel's official website or website online distributor reservation，Price can achieve basic unity，So each large OTA website conventional hotel online public sale price basic indifference or difference is very small(As shown in figure one shows)，In order to perform and guarantee and the signing of hotel sales prices，Not to destroy the hotel sales policy。Of course，Many of the existing small and medium-sized hotel reservation website price and service is still in a more complex state，Powerful force the consultation will study alone，To be published separately。

　　1.2主要在线旅行商预订酒店返现力度差别不小 1.2 the main online travel business hotel booking return now strength difference not small

　　劲旅智库通过对携程旅行网、艺龙旅行网、同程网、芒果网等四家主要在线旅行商在七月份一段时间内可预订酒店的预定返现情况统计，结果显示，携程旅行网的返现力度最大，其次是芒果网，返现力度小于携程5.3个百分点;艺龙旅行网的返现力度小于携程21.6个百分点;同程网的酒店返现力度小于携程31.5个百分点，处于四家中返现力度最小的网站。(如图二所示)

Powerful force think-tank based on ctrip、Arts dragon travel network、Process network with、Mango and four main online travel companies in July within a period of time may be booked the hotel reservation return now statistics，Results show that，Ctrip's return is the biggest strength，The second is mango network，Return now strength less than 5.3% ctrip,Art dragon travel net return now strength less than 21.6% ctrip,With path net hotel return now strength less than 31.5% ctrip，In four home return now strength minimum web site。(As shown in figure 2 shows)

　　1.3北京地区主要在线旅行商常规酒店预定公开价格差别不大，携程略有优势。

1.3 Beijing area main online traveling salesman conventional hotel reservations open price difference，Ctrip a little advantage。

　　1.4 主要在线旅行商北京地区常规酒店预定返现差别较大，芒果网返现力度略大于携程，艺龙旅行网排名第三，同程网返现力度最小。

1.4 the main online traveling salesman Beijing area conventional hotel reservations return is larger difference，Mango net return now strength slightly greater than those who hold，Art dragon third travel network，With path net return now minimum strength。

　　1.5 上海地区主要在线旅行商常规酒店预定公开价格差别不大，基本持平。

1.5 the Shanghai area main online traveling salesman conventional hotel reservations open price difference，flat。

　　1.6 主要在线旅行商上海地区常规酒店预定返现差别较大，艺龙旅行网的返现力度略大于芒果网，携程旅行网处于第三位，同程网返现力度最小。

1.6 the main online traveling salesman Shanghai conventional hotel reservations return is larger difference，Art dragon travel net return now strength slightly greater than mango network，Ctrip in the third，With path net return now minimum strength。

　　1.7 广州地区主要在线旅行商常规酒店预定公开价格有一定差别，芒果网价格最低，携程旅行网和艺龙旅行网价格持平，同程网价格明显高于其他三家。

1.7 guangzhou main online traveling salesman conventional hotel reservations open price have certain difference，Mango and the lowest price，Ctrip and art dragon travel network as the price，With path net price is obviously higher than that of the other three。

　　1.8 主要在线旅行商广州地区常规酒店预定返现差别较大，芒果网与携程持平，力度远大于其他两家，艺龙旅行网位于第三位，同程网在本地区的返现力度仍最小。

1.8 the main online traveling salesman guangzhou conventional hotel reservations return is larger difference，Mango network and electronic flat，Strength far outweigh the other two，Art dragon travel network is located in the third，With path net in the district's return is still minimum efforts。

　　1.9 主要在线旅游网站酒店预订业务优惠政策分析 1.9 the main online travel website hotel reservation business preferential policy analysis

　　携程、艺龙、同程对新注册用户的奖励及预订返现条件相似，注册送消费券或现金券，并可以通过点评、参加活动等赚取积分来兑换消费券或现金券，用户预订酒店需要返现时，所拥有的消费券或现金券金额应高于或等于返现金额;芒果网酒店预订业务不需要使用消费券或者现金券即可获得返现。

ctrip、Arts dragon、With path to new registered users rewards and reservation now return similar conditions，Registration send consumption coupon or cash voucher，And can through the comment on、Participate in activities earning integral to exchange consumption coupon or cash voucher，Users need to return to the hotel，Have consumption coupon or cash voucher amount should be higher than or equal to the amount of return now,Mango and hotel reservation business do not need to use consumption coupon or cash coupon can obtain return now。

　

　二、主要OTA网站与主要旅游搜索引擎网站的价格对比研究 two、Main OTA website and the major tourist search engine sites price comparative study

　　劲旅咨询从携程旅行网、艺龙旅行网、去哪儿网三家网站中，随机在北京、上海、广州四个城市，随机抽取了28家包含五星、四星、三星、经济型等类型的酒店，采集了三家网站均可查询到的同一家酒店在同一天、同一个房型、同等含餐情况的可预订并是酒店前台现付房间价格数据，此数据以去哪网同一家酒店的搜索结果在上述同等条件下的最优价格与另外两家网站的同等条件的价格进行比较。统计研究结果如下：

Powerful force consulting from ctrip、Arts dragon travel network、Where to net three website，Random in Beijing、Shanghai、Guangzhou four cities，A random sample of 28 contains five star、four、samsung、Economy, and other types of hotel，Collected three website all can inquire the same hotels in the same day、The same room、The same situation with meal can reserve and is the hotel front desk now pay room price data，This data in a hotel where WangTong search results in the same conditions the optimal price and two other web site of the price of the same conditions are compared。Statistical results as follows：

　

　7月份，随着价格战逐步升级，旅游搜索引擎价格优势已不明显 In July，Along with the price war escalated，Tourism search engine price advantage has not obvious

　　在主要大型OTA返现力度逐渐加大的现实情况下，OTA线上某些酒店的返现金额比酒店给OTA网站的返佣还多，致使中小酒店预订网站的价格在旅游搜索引擎结果上无法与大型OTA网站直接比拼，基本采取两种办法应对，一种是采取区别标价策略，如把公开价格标注的比大型OTA低些，然后将返现的数值也标注的低些，来满足一些不愿意接受高返现的用户的需求;另一方式是直接采用“预付”策略，因为“预付”的价格要比“前台现付”价格低得多，以此避开与大型OTA“前台现付”的模式直接竞争，但“预付”方式现在还不是主流，达到主流用户真正接受的程度还需要时间培养，因而影响了中小酒店预订网站在旅游搜索引擎网站推广的效果和热情，也预计同样会影响旅游搜索引擎网站的业绩。劲旅咨询研究人员访谈了一些中小酒店预订网站负责人，他们现阶段采取的策略除上述两种方式，减少或暂停在主要旅游搜索引擎的投放来避开价格战风头，等待价格战尽快过去。

In the main large OTA return now strength gradually increase the real condition，OTA online some hotel's return is more money than the hotel to OTA website return more commission，The small and medium-sized hotel reservation website price in tourism in the search engine results cannot be with large OTA website competition directly，Basic take two ways to deal with，One is to take the difference between bid strategy，Such as the open price mark more than large OTA low some，Then will return the numerical also noted some lower，To meet some is not willing to accept high return now user needs,Another way is to direct use“prepaid”strategy，because“prepaid”Price than“Front desk now pay”Price lower than，To avoid and large OTA“Front desk now pay”The mode of direct competition，but“prepaid”Now is not the mainstream way，Achieve mainstream user truly accept degree also need time to develop，That effected the small and medium-sized hotel reservation website in tourist search engine website promotion effect and enthusiasm，Also predicted that the same will affect tourism website search engine performance。Powerful force consulting the researchers interviewed some small and medium-sized hotel reservation site person in charge，They present strategy in addition to the above two ways，To reduce or suspend in the main tourism search engine put to avoid price war limelight，Waiting for the price war in the past as soon as possible。