Ctrip Launches Global Tour Guide Platform to Drive High-Quality Tourism Service Development

Ctrip Launches Global Tour Guide Platform to Drive High-Quality Tourism Service DevelopmentIn today's increasingly diversified and personalized travel market, independent travel is gaining popularity due to its flexibility and in-depth experience. This trend not only reshapes the industry landscape but also demands higher standards for travel services

Ctrip Launches Global Tour Guide Platform to Drive High-Quality Tourism Service Development

In today's increasingly diversified and personalized travel market, independent travel is gaining popularity due to its flexibility and in-depth experience. This trend not only reshapes the industry landscape but also demands higher standards for travel services. To precisely meet this market demand, Ctrip Group, China's leading online travel service company, recently launched a global tour guide platform. The platform aims to deeply optimize personalized travel experiences, particularly in areas like private car tours, customized tours, and private group tours.

"Now is the perfect time to launch the tour guide platform," said Chen Ruiliang, Senior Vice President of Ctrip Group and CEO of Ctrip Travel Business Group, in an interview. "The demand for independent travel and free travel has increased the market demand for tour guides. There is a significant shortage of tour guides who can provide high-quality services, and there is a growing need for standards on how to train, evaluate, and select outstanding tour guide talent."

Responding to Market Trends, Enhancing Service Experience

In response to this market need, Ctrip has not only identified industry trends but also taken practical steps to upgrade travel services. In recent years, the evolving travel market has witnessed a growing demand for diverse travel styles among young travelers. New travel models like small group tours, customized tours, and independent travel are becoming mainstream. This shift has directly driven rapid growth in private car tour services.

Chen pointed out that Ctrip's private car tour business has grown by 140% compared to 2019, indicating a strong demand for flexible and personalized travel services. However, with the rise of private car tour services, the importance of tour guide services has also become increasingly apparent. Chen revealed that 52.8% of travelers on Ctrip's platform mentioned their in-trip experience in user reviews and satisfaction surveys, with tour guide service quality being paramount.

Currently, the tourism industry lacks standardized service levels for drivers and guides, and there are limited evaluation standards and mechanisms for tracking improvements in tour guide services. To address this, Ctrip has decided to collaborate with partners to initiate supply-side reforms, establishing a global tour guide platform. This platform aims to enhance traveler experiences by providing standardized and professional tour guide services.

The platform offers four core modules: entry review, training certification, performance monitoring, and growth system. It digitalizes tour guide information, standardizes tour guide competency certification, quantifies service performance processes, and visualizes tour guide development, comprehensively enhancing service quality and optimizing market supply.

"During the establishment of the tour guide platform, Ctrip has always prioritized compliance and safety," emphasized Chen. "Both in domestic and overseas markets, Ctrip strictly adheres to local laws and regulations, conducting rigorous qualification audits for tour guides and suppliers entering the platform. In the domestic market, Ctrip requires tour guides to possess relevant driver's licenses and industry qualifications. Ctrip also sets detailed requirements for vehicle compliance based on different vehicle types, ensuring that vehicles meet national standards." In overseas markets, Ctrip similarly emphasizes compliance requirements, conducting in-depth research on the laws and regulations of each country, ensuring the legality and safety of tour guide services globally.

Chen stated that, despite the challenges and differences between countries and regions, Ctrip will strive to work with local partners, governments, and industry associations to advance the development and implementation of standards.

Setting Standards, Ensuring Service Quality

To guarantee the service quality of the tour guide platform, Ctrip has implemented a series of measures, ranging from standard development to service monitoring, comprehensively elevating tour guide service levels. As the platform operator, Ctrip plays a crucial role in developing the tour guide platform. Chen pointed out that the platform-based operational model enables Ctrip to establish unified service standards and ensure quality through rigorous entry reviews, performance monitoring, training certifications, and growth systems.

For entry reviews, Ctrip meticulously examines the qualifications of tour guides and suppliers, ensuring that only those who meet the requirements can join the platform. For performance monitoring, Ctrip utilizes technologies like facial recognition and on-site check-ins to ensure tour guides adhere to standard operating procedures during services. Ctrip also collects feedback through user reviews, surveys, and other methods to continuously evaluate and improve tour guide service quality.

To enhance tour guide professionalism and service capabilities, Ctrip partners with universities and industry organizations to deliver a range of training and certification programs. These programs cover areas like business knowledge, safety knowledge, service rules, and emergency response, aiming to help tour guides improve their overall competence and service levels. Furthermore, Ctrip has established a tour guide growth system, encouraging tour guides to continuously elevate service quality through incentives and traffic distribution, achieving a win-win situation for both personal career growth and income increases.

According to preliminary statistics by Ctrip, the tour guide platform will cover over 2,000 destinations worldwide, providing systematic training certification, fair traffic distribution, and guaranteed order revenue for nearly 100,000 tour guide personnel. Following the launch of the global tour guide platform, Ctrip has seen nearly 300 suppliers in its customized tour business begin using the platform, accounting for 40% of its total customized tour suppliers. Ctrip's private car tour business has welcomed nearly 2,000 suppliers and over 60,000 tour guides.

"Based on the recent results of the global tour guide platform launch, the platform's assigned orders for customized tour services have exhibited higher praise rates and lower complaint rates compared to orders not assigned through the platform," revealed Chen. "Orders with 4.5 or higher ratings have increased by 44%, and complaint rates have decreased by 31%."

Driving High-Quality Tourism Service Development

Chen is confident about the platform's future development. He disclosed that the platform's entry review and performance monitoring modules are already operational, and the training certification and growth systems will be fully launched by the end of October or early November. At that point, the tour guide platform will comprehensively cover multiple business lines, including private group tours, customized tours, and private car tours, providing travelers with more comprehensive and convenient services.

"By establishing unified service standards and training certification systems, Ctrip can promote the standardization and professional development of tour guide services," Chen said. "This will help enhance the image and competitiveness of the entire tourism industry, fostering the sustained and healthy growth of the tourism market."

Additionally, Ctrip's tour guide platform will continue exploring collaborations with universities, local culture and tourism bureaus, and industry associations to jointly cultivate more exceptional tourism professionals.

"In the future, Ctrip will continue to uphold its spirit of innovation and open attitude, continually improving the platform's service quality and user experience," Chen concluded. "Ctrip will also strengthen cooperation and communication with partners, governments, and industry associations to jointly promote the standardization and regulation of the tourism industry. As the platform continues to enhance and develop, we are confident that Ctrip will provide travelers with higher-quality and more convenient travel services in the future."

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