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on the eve of the national day holiday, ctrip’s fourth annual 919 global travel deals festival came to a successful conclusion. this year, the potential of tourism consumption has been continuously released, and a number of favorable policies have further promoted the continued recovery and prosperity of the tourism industry. this year’s 919 took advantage of the momentum and reached new heights with global tourism partners. the entire network exposed more than 13 billion, and the transaction volume exceeded 1.7 billion. close.

over a million consumers choose to “stock up now and use later” and the destination live streaming model builds a global travel scene

international cross-border tourism has ushered in a full recovery this year. according to data from the united nations tourism organization, as of july this year, approximately 790 million travelers have traveled abroad, an increase of approximately 11% from 2023. the number of international tourists has returned to the 96% in 2019 before the epidemic. %. the continued rebound in the tourism market has highlighted people's strong demand for overseas travel. this year's september 19th incident has also led to the rise of global destinations, which is also a good evidence of this.

according to ctrip data, during the fourth 919 global travel budget festival, the "stock up now and use later" model of travel products has successfully reached consumers' minds and gradually formed a habit. 1.16 million people have joined the pre-stocking army, with orders covering 38 countries or regions. among them, hong kong, japan, and singapore have become the top three popular destinations for outbound tourism. 919 continues ctrip’s destination live broadcast model and moves the live broadcast room to the local area. by directly displaying local beauty, hotels, food, etc., it allows viewers to immerse themselves in local characteristics, builds a global travel scene, and completes the transformation from content to sales. speed ​​up.

benefiting from the dual benefits of the visa-free policy and the recovery of global flight capacity, outbound travel has been booming this year from summer to national day. short-term cross-border travel products continue to be popular with their convenient visa procedures, short flight duration and cost-effective accommodation experience. gain the favor of consumers. as a representative of hong kong, a popular outbound travel destination, hong kong disneyland gained over 500 million impressions during the 919 period, with a total ticket volume of over 43,000 and a gmv of over 27.1 million yuan, making it the hottest overseas attraction and hotel complex during the 919 period.

919 marketing combination boxing achieves "traffic + sales" double harvest boss live broadcast room volume increases year by year

this year’s ctrip 919 global travel deals festival covers nine major business lines including air tickets, hotels, vacations, and cruises. the number of merchants participating in the 919 activity increased by 158% compared with last year, and more than 160+ major brands joined the activity. relying on the high-quality platform resources and the precise marketing of "finding people for goods", the high-density exposure and promotion during the event once again brought merchants both traffic and sales. the sales rate of this year’s 919 event products was as high as 92.5%. the number of products participating in the event increased by 177% compared with last year. merchants with a gmv of over one million increased by 84% year-on-year.

drawing on the successful experience of 919 in previous years, ctrip used supporting marketing initiatives such as super brand day, super hot product day, super new release day and super resort to accurately attract traffic to brands and products, and once again exerted the blessing effect of super ip on event brands, accumulating total exposure exceeded 6 billion. among them, huazhu group collected 46 million gmv and 200 million impressions through the super brand day activities, with a total number of orders exceeding 150,000, ranking first in the group's hotel sales list; the hotel that participated in the super hot product day received 19.36 million gmv, successfully ranked first in single-store sales in the brand merchant's live broadcast room.

in addition, the popularity of ctrip’s official live broadcast brand is increasing year by year. this year, the total gmv of ctrip’s boss live broadcast room increased by 67%. among them, the total gmv of 919boss’s peak live broadcast exceeded 50 million. more than 20 popular products in the live broadcast room were sold out many times, and more than 13,000 people asked for additional inventory online.

during the event, novel subsidy gameplay stimulated consumers' desire to buy, and activities such as sharing millions of travel funds + serial red envelopes attracted a lot of off-site traffic, driving gmv to exceed 100 million.

short dramas, endorsements, and celebrities come together to explore new marketing opportunities through multiple channels

this year, ctrip 919 is trying to innovate in brand content, harvest traffic, and tap marketing content to explore new growth points. through the popular short drama mode, we created a series of videos called "secrets revealed by the most knowledgeable insiders", which received millions of views across the internet, and the slogan "really cost-effective, no need to calculate" successfully made it out of the circle.

previously, ctrip’s four travel spokespersons pan zhanle, zhang boheng, wang chang, and liang weikeng left the circle one by one, causing ctrip-related topics to appear on hot searches many times. during the 919 event, the four spokespersons worked together to create a call for the 919 global travel savings festival, triggering tens of thousands of users to participate in interactive discussions on social media platforms, and completing a jump in the overall brand reputation among young customers.

during the 919 event, ctrip teamed up with xianyu to create the "paid netizen screenwriters" campaign with a total exposure of over 100 million, and successfully attracted more than 20,000 users to participate in topics such as recruiting short play screenwriters on xianyu. ctrip has also joined forces with travel experts to continue to expand travel options for consumers, and at the same time grafted point-to-point precise marketing links between travel products and the celebrity fan base. this year, the sales volume of the experts who participated in bringing goods increased by about 25% compared with last year, and the number of users was 180,000 travel orders. more and more excellent travel experts are joining 919, bringing more relevant and more affordable travel products to private fans, achieving a win-win situation with popularity and sales.