SINGAPORE, 18 October 2019: For companies to succeed in the digital era, the time-tested advice stands that marketing must be targeted and a travel company must know its customers.
Those were the basic observations presented by Trip.com destination marketing general manager Edison Chen at the 12th edition of ITB Asia.
Ctrip Group took to the stage to share the company’s experiences with peers at Southeast Asia’s largest travel industry’s gathering.
“Each product and every customer are different. That’s why it’s so important to know your customer, your product, and tell your brand story in ways that appeal,” he said.
Trip.com destination marketing general manager Edison Chen and Ctrip Area General Manager Ru Yi both spoke at the trade show, the third year that group has sponsored the exhibition held annually in Singapore.
This month, Ctrip Group celebrates the 20th anniversary of its founding.
Over the years, the company has developed a userbase of over 300 million consumers and has expanded internationally with its Trip.com brand, serving 23 markets with 19 languages.
Chen said while industry experience was a factor in the company’s success, it had also led in the adoption of new technologies.
“Ctrip Group has been in this industry for 20 years, and we’ve grown to become the largest OTA in Asia. Our experience and data tell us precisely what works in which market, and we’re glad to offer our expertise to help destinations and partners together grow with us,” said Chen.
The other part of the equation, according to Trip area general manager Ru Yi, was to listen to customers and identify changes in consumption habits.
“Various factors determine whether a customer makes a purchase on your platform — reliability, convenience, and price are all considerations. We’re seeing price becoming a less important factor, as more customers seek customized travel experiences,” he told ITB Asia attendees.
It was also important for companies to have a genuine purpose and sincere desire to bring value to their customers, said Ru Yi,
“That’s why we have always listened to our customers’ feedback, and encouraged our employees to innovate, and strived to ‘make travel happier’ for everyone.”
Ctrip.com International is the largest online consolidator of accommodations and transportation tickets in China in terms of transaction volume.