Ctrip's Asia Live Broadcast Center was established in Thailand, targeting the international market
2024-08-20
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On August 16, Ctrip's Asia Live Streaming Center was officially unveiled in Thailand. The Tourism Authority of Thailand, Ctrip's partners, and domestic and overseas media representatives attended the unveiling ceremony. The Asia Live Streaming Center will integrate Ctrip's mature live streaming experience and Thailand's booming live streaming ecosystem to provide partners with a one-stop marketing solution and bring high-quality Thailand travel products to consumers.
“I am very pleased to witness this milestone today with the Tourism Authority of Thailand and many business partners as we unveil the Ctrip Asia Live Streaming Center. It is thanks to the close cooperation between Ctrip and many parties that we can always provide users with the best travel experience.” said Sun Bo, CMO of Ctrip Group. “The new live streaming center will leverage Thailand’s status as a top tourist destination and Thailand’s active social media user base to inspire the enthusiasm of travel enthusiasts through the power of live streaming, aiming to elevate the travel market in Asia to a new level.”
The Asia Live Center will serve as Ctrip's regional hub, and will broadcast daily live broadcasts in Thai on Ctrip's official TikTok channel and overseas social media platforms in the future, and will gradually launch English live broadcasts for international audiences. Ctrip plans to cooperate with hotels, local attractions and businesses in Thailand to showcase various travel products and offers, including high-quality hotels, attractions and restaurants that are shortlisted on Ctrip's reputation list, serving local Thai residents and global tourists who want to travel to Thailand.
The influence of hundreds of millions of people continues to expand, setting a new benchmark for the tourism live broadcast industry
Since 2020, Ctrip has accurately captured consumers' rigid demand for travel and the market gap in travel live broadcasting, and has opened up a new track for tourism marketing by taking online live broadcasting as a starting point. In the past four years, Ctrip has achieved remarkable results in accelerating the platformization of live broadcasting, deepening the branding of official live broadcasting, and strengthening the high-quality empowerment of cooperative brands. The cumulative duration of Ctrip's official live broadcasts exceeded 10,000 hours, with 900 live broadcasts, a cumulative viewing popularity of 2.1 billion, and a cumulative media exposure of 1 billion.
The sales volume of Ctrip's live broadcast room reflects the brand value of Ctrip's live broadcast, and is also one of the important factors for merchants to choose continuous cooperation. In 2024, Ctrip's official live broadcast has launched 17 categories of products including more than 56,000 high-end hotel products, covering more than 800 domestic and foreign destinations. The annual live broadcast pre-sale GMV reached 17.8 billion, and the order volume reached 16.68 million. The high net worth and high repurchase rate of Ctrip users are also a major feature. According to statistics, since 2022, the viewing scale of Ctrip's official live broadcast has increased exponentially. Nearly half of the users will place orders to purchase travel products in the live broadcast room after watching the live broadcast. The average consumption of each user exceeds 2,000 yuan, and the new user acquisition rate of the live broadcast room reaches 70%.
Replicate successful experience and create a leading brand of overseas travel live streaming
The establishment of Ctrip's Asian Live Broadcast Center will bring new exposure points to Ctrip's live broadcast brand and provide new sales channels for partners. On the basis of Ctrip's existing marketing activities, new gameplay and new content will be expanded, such as overseas promotions, exclusive cooperation and promotion with Thai KOLs and KOCs, food and travel and other activities. Traditional promotion node activities such as Ctrip's Good Price Festival on September 9 and November 11 will also be moved into the live broadcast room simultaneously, allowing overseas users to share promotional offers. Ctrip plans to expand live broadcasts to Southeast Asia in the fourth quarter of 2024 and the first quarter of 2025. In the future, it will further go beyond Asia and expand the live broadcast map to the world.
Ctrip chose Thailand as the location for its Asian live streaming center mainly because Thailand has a mature live streaming ecosystem and rich tourism resources, which can continuously provide nutrients for Ctrip's live streaming content creation. Sun Tianxu, vice president of Ctrip Group, said that the 2023 "Super Global Tour" series debuted in Thailand and sold more than 20,000 nights of hotel room products. Since then, a series of live broadcasts in Tokyo, Singapore, Seoul and Hong Kong have brought a steady stream of momentum to promote the continued growth of inbound tourism demand.
In 2020, Liang Jianzhang, co-founder and chairman of the board of directors of Ctrip Group, personally launched Ctrip BOSS Live to promote the rapid recovery of the tourism industry. Ctrip's official live broadcast came into being under this opportunity and became a pioneer in the tourism live broadcast industry, which also gave a shot in the arm to the recovery of the tourism industry after the epidemic. In 2024, Ctrip Live will look overseas, with the Asian Live Broadcast Center as the fulcrum, radiating Asia and looking at the world, building a more comprehensive overseas marketing platform for partners, and bringing real discounts and high-quality travel experiences to users.
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