In 2018, the GMV of China’s online outbound travel industry reached 75.62 billion Yuan, an increase of 21.7% YoY. Though outbound travels to some destinations are affected by policies in China, China’s outbound travel market is and will be growing steadily.
In China, online self-guided tour occupied 42.5% of online outbound travel market in terms of GMV in 2018, up 5.3% compared with 2015. At present, post-80s and post-90s become the backbone force of outbound travel. They pay more attention to travel experience and are more willing to seek for individual travel. iResearch forecasts that the travel which start from “air ticket + hotel” and connect with goods at the destinations such as one-day tour and scenic spot ticket will be more popular in the future.
In 2018, China‘s online outbound travel market is highly concentrated. The TOP5 online outbound travel agencies accounted for 80.2% of the total GMV. The industry obviously has strong head effect. In the future, the industry will be more penetrated by independent travels. With abundant traffic resources and high brand influence, top OTAs will monetize their “air ticket + hotel” standard products and meet the demand of outbound tourists in the long tail with their layout of overseas destination products. Then, the industry will be more concentrated.