我国OTA平台邮轮定价优化研究

Research on Cruise Pricing Optimization for OTA Platforms in China

摘要: 2023年国内旅游市场迅速恢复，预计2024年国内旅游人数将超过60亿人次。特别是在线旅游代理(OTA)平台，随着国内市场的复苏，表现出色。随着邮轮行业的发展，特别是在疫情之后，中国的邮轮市场预计将显著增长，成为全球最大的邮轮市场。本文通过分析五个主要OTA平台(携程、同程、飞猪、去哪儿网、途牛)中的五家邮轮公司(皇家加勒比、MSC地中海、公主、诺唯真、爱达邮轮)的邮轮产品定价，旨在揭示不同平台和公司间的定价现状与策略。研究发现，国际航线的价格普遍高于国内航线，不同平台在国内外航线的运营存在显著差异，这与邮轮公司的市场策略紧密相关。此外，本文还分析了旅行天数、出发时间以及船龄对价格的影响，并针对邮轮公司和OTA平台提出了一系列优化定价和合作的建议，以进一步发展中国的邮轮市场并提升用户体验。

Abstract: In 2023, the domestic tourism market in China rapidly recovered, with the number of domestic tourists expected to exceed 6 billion in 2024. Online Travel Agency (OTA) platforms, in particular, have performed exceptionally well as the domestic market has rebounded. With the development of the cruise industry, especially post-pandemic, China’s cruise market is anticipated to grow significantly, potentially becoming the largest cruise market globally. This paper analyzes the pricing of cruise products from five major OTA platforms (Ctrip, Tongcheng, Fliggy, Qunar, Tuniu) and five cruise companies (Royal Caribbean, MSC Mediterranean, Princess Cruises, Norwegian Cruise Line, AIDA Cruises). The aim is to reveal the current pricing status and strategies across different platforms and companies. The study finds that international route prices are generally higher than domestic route prices and that there are significant operational differences in domestic and international routes across different platforms, closely related to the market strategies of the cruise companies. Additionally, this paper analyzes the impact of travel duration, departure time, and ship age on pricing and offers a series of recommendations for cruise companies and OTA platforms to optimize pricing and cooperation. These recommendations aim to further develop China’s cruise market and enhance user experience.