Tuniu seeks to leverage its strong O2O network to enter booming MICE market
Tuniu will leverage its O2O tourism resources and services to further explore innovation and accelerate the transition of MICE operation to the O2O model.
ChinaTravelNews – Outbound tourism platform Tuniu will leverage its superior O2O tourism resources and services to further explore innovation in the “Online + Tourism + Convention” field to accelerate the transition of MICE operation to the O2O model.
Tuniu’s MICE operations offer comprehensive event management services in organizing conventions, corporate travel, incentives travel, exhibitions and press conferences for corporations, government departments and organizations.
“China’s MICE market has vast development potential. Data from a third-part survey show that a total of one million meetings and conferences were held in China in 2014, due to booming demand from government departments, corporations and organizations. MICE and tourism are also closely inter-related – a successful event not only brings a flow of visitors that help fuel the development of transportation, hotel and retail, but also helps promote the destination by attracting attention. MICE events also make use of tourism services and resources to achieve the best effects,” Tuniu’s MICE supervisor Yanling Dou said.
“Tuniu has chosen to enter the MICE market at this point because we see potential in this sector. Tuniu has already secured a leading position in the OTA market and has rich tourism resources and service experience. At the same time we are accelerating our development in the “Online +” era and is becoming an “Online + Tourism + Lifestyle” one-stop service platform that is gaining more corporate clients on top of private users. Since starting our MICE operations, we have formed long-term partnerships with a huge number of multinationals. We have signed on clients that are leading companies in the automobile, insurance, direct sales, pharmaceutical and IT industries. I believe that we can definitely leverage our powerful platform, rich offline resources and successful experience in the O2O model to make Tuniu a MICE specialist with innovative concepts and operational models,” Mr. Dou said.
Mr. Dou said the MICE service chain is relatively complex as it not only includes innovative theming, promotion planning, venue selection and implementation but also requires providers to have a comprehensive supply chain to access resources in transportation, accommodation, dining and entertainment. “After nine years of hard work and accelerated implementation of our O2O strategy, we have established 140 regional service centers products across China’s second, third and fourth-tier cities and is working with 8,000 suppliers for air tickets, railway tickets, hotels, local tours and tourism.”
“Tuniu has brought together experts from various fields to form the new Tuniu MICE team. Besides our MICE specialists, we also have brought in veteran planners 4A advertising companies to bring new brain waves to respond quickly to client needs with viable plans,” Mr. Dou said.(Translation by David)