CTR: White Paper on the Value of Business Travel Scenario Marketing

The rise of new first-tier cities injects new vitality into the business travel economy

The rise of new first-tier cities has expanded the business travel economy. On the one hand, it has created a new batch of cities with consumption output and attracted consumption inflow, and on the other hand, it has driven a wider range of business travel demand. In the long run, the virtuous cycle of business travel demand and new first-tier cities will be derived to more cities, and more " new first-tier cities " are expected to be born, and the prospects of the business travel market are extremely broad.

Full coverage of air and rail transportation to build a strong life network for business and travel

According to reports from the Chinese government website, China's air-rail transportation network has developed comprehensively. As of the end of 2020 , there were 241 certified transport airports in China , civil transport airports covered more than 92% of prefecture-level cities, and aviation services covered 88% of the country's population and 93% of its total economic output.

At the beginning of 2023 , the railway network will connect every corner of the country, with a total mileage of more than 155,000 kilometers after seven years of continuous growth. The networking of airports and high-speed railways will promote the sustained and healthy development of the economy, accelerate the construction of a new development pattern between cities, and provide convenience for business and travel transportation.

Business travel demand fully recovers after the epidemic

After three years of suspension, the domestic tourism market has accumulated massive tourism demand. According to the survey data of CTR Media Intelligence, judging from the popularity of the cultural tourism market during the Spring Festival, Qingming Festival and May Day holidays in 2023, the entire tourism market has recovered well, and consumers will continue to be willing to travel in the future . The proportion of travel during holidays such as summer vacation and National Day is as high as 75% . The demand for business trips has steadily increased in 2023 and is expected to continue to rise during the year. The continued strong demand for tourism and business trips has laid a solid foundation for the development of business travel scene marketing.

Digitalization of hotels to achieve comprehensive improvement in service and marketing

The Cultural and Tourism Committee of the China Marketing Society once mentioned that the digital development of the hotel industry has gone through three stages. The early stage of marketing digitization transformed from the traditional printed publicity display form to the digital display and precise delivery of multimedia content on television; the second stage of service digitization, through the widespread application of smart TV systems, smart guest control systems, self-check-in machines, delivery robots, etc., the service is more intelligent and humane; the current operation platform, through the overall management and data support of intelligent terminals and services scattered in different scenarios of the hotel through the SaaS cloud platform, provides a full-scenario digital operation center.

Hotel operations must first reshape customer experience, followed by innovative operation service models, and finally achieve business model reconstruction. The development of hotel digitalization is inseparable from the five major elements of cloud deployment, integrated linkage, personalized services, and full scenarios. Intelligent platform applications can run through the entire scene of the hotel, that is, from booking, check-in, stay, and check-out, all are managed on one platform. Solve how to provide convenient services to users, help users make reservations, check in, enjoy services during their stay, and then check out conveniently. For customers, focus on exploring how to improve the operating efficiency of stores, reduce operating costs, and improve benefits. At the same time, customers are required to pay attention to operational data, optimize operational strategies and services, and empower each other to achieve a fully automatic system solution.

New tourism trends emerge, and the integration of culture and tourism enters a new stage

The upgrading of residents' tourism consumption mentality has pushed the tourism market towards diversification. Cultural tourism has derived a multi-dimensional industrial chain and has become an important driving force for the further development of the tourism industry. At present, domestic cultural tourism development projects present a variety of models. Cultural exhibitions and cultural performances have become a new trend in tourism. Culture and tourism are mutually valued, and cultural undertakings, cultural industries and tourism industries are connected through cultural tourism consumption, and the integration of culture and tourism has entered a new stage.

Business travel scenarios have high marketing value and significant advertising effects

The hotel scene gathers high-value people and is the most important marketing venue for business travel scenes

The hotel scene is an indispensable and important part of the business travel scene. Long stays provide time opportunities for the audience contact of the hotel scene media. The hotel scene's " brand, effect and body " trinity integrated marketing forms a full-range information dissemination channel and in-depth experience for a single vertical scene, strengthening the marketing effect. Compared with other scenes, the hotel scene has a high concentration of core audiences, strong consumption power, and a stronger willingness to share and spread. They are the most core advertising value group.

Business travel crowds have strong purchasing power and high consumption willingness

According to the research of CTR Media Intelligence, the business travel crowd is mainly male, middle-aged and young, highly educated, high-income and high-spending, while the proportion of women in the tourism crowd is slightly higher, mainly young white-collar workers, with strong consumption concepts. Business travelers are generally optimistic and confident, have a strong brand concept, pursue quality life, and are easily influenced by brands.