Trip.com Group, an industry leader that continues to challenge itself
Trip.com Group is a company that provides online ticketing, hotel, visa, and other professional booking services. It was founded in 1999 and is headquartered in Shanghai. It is a leading booking service center in China, and I think it has done a great job of the brand building a tribe of customers. Online booking service companies basically provide similar service content. The Trip.com Group, on the other hand, focuses on customer needs and provides full booking services. At the same time, their after-sales customer service is also very considerate.
In the process of building a tribe of customers, Trip.com Group continues to explore ways to meet consumer needs, and continuously strengthens contact with customers through membership programs. At the same time, Trip.com Group regularly provides product information to customers through an official subscription-based on customer portraits.
And in building a tribe of customers, Trip.com Group does the best job in its application. There are constantly new initiatives being tried. The Trip.com Group created a community in its application and launched the Ctrip Travel Photography, which entered the field of travel social networking and started a key step in building “the largest content production platform in the tourism industry”. Through Ctrip Travel Photography, consumers can discover journeys, share journeys, and interact with the community. Everyone can unlock different gameplay in the application, and find new friends at the destination, so as to “find the right person” in sharing. Trip.com Group also supports high-quality content providers through traffic sharing, manuscript fees, original protection, etc. Through travel shooting, Trip.com Group provides users who use this feature with the opportunity to become KOLs. In addition to the community in the application, Trip.com Group also actively uses the function of the WeChat group to increase the connection with their tribes, which played a very important role in the pandemic.
During the pandemic, Trip.com Group continues to improve the added value of service content and actively maintains the connection with their tribes. After customers purchase air tickets, in addition to providing airport transfers, hotels, and destination dining and entertainment information. Trip.com Group has added more services. They will send a link containing the destination service group after the consumer purchases the ticket, inviting the customer to join. There will be an 18-hour online tour guide team in the group to provide customers with valuable information about the destination, including the local access policy during the pandemic, the isolation policy, whether it is necessary to provide a nucleic acid certificate, etc. Of course, there is basic information about the purpose, such as weather, accommodation, and dining.
Social media is increasingly affecting our lives, and it also continues to push marketers to continuously adjust their marketing strategies around customers and customer needs. In China, young people increasingly like to show their lifestyle through social media, and more people will follow in their footsteps, become fans, or imitate them. As Seth Godin mentioned in the value connection video, “they like is doing same things with each other.” Then seizing this key point and providing them with more social opportunities attached to product sales will greatly promote product sales.
Trip.com Group is an industry leader that continues to challenge itself. It is always trying new ideas and constantly surpassing the goals set for itself. For more stories about it, welcome to discuss with me.
