Why is Ctrip so successful in China?
The competitor I choose is Ctrip, a China-based multinational online travel company. Founded in 1999, CTrip now became the Chinese largest online travel agency (OTA), and it has both a website for desktop terminals and an application for mobile terminals. After observing and analyzing CTrip’s website and mobile application on mobile phones and desktops, I believe that CTrip provides users with convenient and high-efficient website UX on both desktop and mobile devices, while it still has weaknesses such as the lack of innovation, aesthetic elements or interesting functions.
In terms of the advantages of Ctrip, both its website and mobile application are useful with a clear purpose, and the website and application focus on users’ demands. As one of the earliest OTA, Ctrip’s website and application for desktop and mobile devices are mature, usable and accessible. For example, for both Ctrip’s website and mobile version, the searching engine is emphasized on the homepages, making it easier for users to search information about accommodation reservation, transportation ticketing and tourist attraction sites and so on (2how in picture 1). Also, the application of AI technology makes Ctrip easy to use. For example, after users type in their departure and destination, Ctrip can provide them with various travel solutions covering airlines, trains, coaches, ships and the combination of different transportation methods. The prices of each transportation alternatives will also be offered with recommendations for the most cost-effective and time-saving solution. For the accommodation reservation service, Ctrip allows users to select their hotels based on comprehensive dimensions such as prices, locations, room services and sizes and so on. Thus, for travelers, Ctrip can effectively and efficiently meet their demands and requirements. Also, it sticks to its purpose to provide users with the best traveling solutions and then contribute to the orders and customer payment. These features and characteristics of Ctrip reflect the personality of the brand such as being reliable, professional and credible.
However, in terms of the disadvantages of Ctrip, both its website and mobile application lack innovation, aesthetic elements or interesting functions. As mentioned above, Ctrip is a mature OTA, so it keeps its conventional interface, design and functions. As a result, too much sales information is demonstrated on its website and application, making it less desirable for people without specific travel plans to use (show in picture 2). For new users, too much information shown on its website or application makes it less user-friendly as it may cause negative experiences and feelings such as anxiety, confusion and boredom. Moreover, the website and application of Ctrip lack responsive design. Though they employ an AI chatbot, it is not easy for users to solve their problems through online services — the automatic responses from AI robots can neither solve users’ problems nor relieve their anxiety or anger. Also, without innovative functions or design, Ctrip does not incorporate the hallmarks of a fascinating message. Users will not be attracted by special brand personalities or images from the website or application of Ctrip.
All in all, Ctrip is undoubtedly a professional, reliable and mature OTA, and it can provide users with high-efficient and effective traveling solutions. However, the lack of innovation and attractive aesthetic design or functions make it a boring tool failing to provide users with a new or more desirable experience.
