Tuniu's loss in 2021 narrowed by more than 90%, and the transaction volume of products received by the direct camp increased by more than half

Beijing News Shell Financial News On March 16, Tuniu Travel Network announced the unaudited fourth quarter and annual performance report of 2021 as of December 31, 2021.

According to the financial report data, in 2021, tuniu's transaction volume of products with direct camps increased by more than 50% year-on-year. With the help of digitalization, operational efficiency has steadily improved, and losses in 2021 continue to narrow, narrowing by more than 90% year-on-year.

Yu Dunde, CEO of Tuniu Travel Network, said, "In 2021, we have upgraded around integration and digitalization, strengthened the vertical integration of the industrial chain, focused on product innovation and service improvement, and achieved development with high-quality products and services. Even in an unfavorable external environment, our direct operators achieved double-digit growth in transactions last year. In 2022, we will continue to strengthen the construction of digital integration and actively respond to the opportunities and challenges brought about by changes in the external environment. ”

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Deeply cultivate the destination direct operation, and integrate the whole process of serving customers with all capabilities

In 2021, the transaction volume of Tuniu's direct camp products increased by more than 50% year-on-year, of which the transaction volume of products in popular destinations such as Beijing, Xinjiang, Yunnan and Tibet increased by more than 100%; the transaction volume of products in Hainan, Jiangsu, Guangxi, Guizhou, Shaanxi and other destinations achieved more than 50% growth, and Tuniu's strategy of direct operation in destinations was remarkable.

The direct-to-camp business continues to grow despite the unfavorable overall market, which is inseparable from the continuous improvement of service quality. In 2021, Tuniu will continue to expand its direct camp pick-up services, with more than 30 direct camps connecting agencies, and the service network will basically cover all destinations across the country. In terms of product and service quality, Tuniu has continuously improved its product launch satisfaction standards for many years, and through full-cycle quality management and closed-loop services, it has deepened integration to drive the optimization and upgrading of all capabilities of customer experience; in terms of service speed, Tuniu has realized the whole process of dynamically booking different services for customers who are booking for travel, customers who are traveling and customers returning from travel.

In 2021, the annual customer satisfaction of Tuniu's direct camps will always remain above 97%, of which 6 will reach the high quality service level of "0 bad evaluations".

"Hotel + X" diversified and integrated development, the construction of high satisfaction self-operated hotel homestay products

In recent years, with the continuous upgrading of consumer demand and the rise of micro-vacations such as peripheral tours and local tours, the diversified and integrated development format of "hotel + X" has become a new trend. Tuniu's diversified "hotel + X" product portfolio such as "hotel + ice and snow", "hotel + hot spring", "hotel + paradise" and "hotel + health care" fully meets the personalized choices of different customer groups.

In addition, Tuniu began to build its own boutique hotel in 2019, while combining the idea of "hotel + X" to provide users with a rich product portfolio selection. In 2020, Qingcheng Shantonghua Hotel was officially put into operation, and since its opening, its booking volume and service reputation have ranked in the top three of the dujiangyan regional hotel list of multiple booking platforms.

In 2021, Tonghua Boutique Homestay settled in Xijingyu Village, Tianjin, while building a rural boutique homestay, fully combining local tourism resources, and developing a "homestay + X" quality and in-depth rural tourism product series. The occupancy rate of Tonghua Boutique Homestay during the opening period exceeded half, and the occupancy rate of the first half year of opening exceeded 95%, which also helped the common development of local catering and agricultural specialties.

"Second appointment, no refund" a few products "standard", live hoarding into a new trend of booking

In 2021, Tuniu will always focus on customer needs and bring customers high-quality travel options. The live broadcast room operated by Tuniu covers multiple themes such as normalization and membership days, as well as multi-category, multi-scenario, differentiated and new format marketing models including comprehensive product live streaming, regional vertical product recommendation, outdoor grass planting, etc., to meet the individual needs of different customers.

In the live broadcast room, in addition to real-time interaction with fans and online Q&A, Tuniu anchors can also coordinate design, selection, and destination teams to optimize products and services based on customer feedback and needs. This measure enables every fan watching the live broadcast to participate in the optimization process of tourism products, effectively enhances the customer's dominance and decision-making power in tourism consumption, and also promotes the evolution of product iteration speed from "annual", "quarterly" and "monthly" to "every live broadcast".

Taking Tuniu Member Day live broadcast as an example, in 2021, Tuniu's daily cumulative sales of Tuniu members exceeded 150 million yuan, and the highest single-day sales exceeded 40 million yuan. During the monthly Membership Day event, Tuniu's high-quality group tour product "Niuren Line" continued to sell well, and the number of customized tour product bookings increased steadily.

In addition, most of the products launched by Tuniu live broadcast channels are pre-sale, "second appointment, no refund" and other types, customers do not need to worry about travel time when placing orders, take advantage of the preferential booking "hoarding", and then according to the actual situation and their own needs to make an appointment time to travel, no second appointment can be quickly unsubscribed, and truly achieve "peace of mind booking, rest assured travel" for customers. Tuniu travel network booking data shows that in 2021, customers who booked more than 2 "secondary reservations, refundable" products through member days or live broadcast rooms accounted for 52%, and nearly 10% of customers repurchased more than 5 times.

Practice "customer first" with full-cycle service guarantee, and the amount of non-destructive cancellation exceeds 100 million

Since the beginning of 2020, the tourism industry has suffered unprecedented challenges, and in the face of tests, Tuniu has always adhered to the core value of "customer first" and regarded the protection of customer rights and interests as the starting point and foothold of all work.

In 2021, Tuniu Travel Service Guarantee Center launched a special holiday service to provide customers with high-quality and efficient travel services through multi-departmental co-working at the place of departure, direct tour guide service at the destination, and online and offline linkage. At the same time, in order to ensure the safety of customers' travel, Tuniu has created a full-cycle service guarantee from the emergency plan before the trip, to the normalized prevention and control measures during the trip, and then to the continuous follow-up after the trip. In the summer of 2021, in the face of epidemics, heavy rains, typhoons and other situations in many places, Tuniu immediately activated emergency protection and non-destructive cancellation mechanism, and from July 20 to August 20 alone, Tuniu handled more than 85,000 customer cancellation orders, of which the amount of unsubscribes involved in packaged products exceeded 120 million yuan.

Since 2020, Tuniu has borne a total of more than RMB100 million in direct losses, RMB80 million in indirect losses, and RMB100 million in unpaid cash advances for unpaid customers affected by the epidemic. In the face of huge refund and reform work and huge economic losses, Tuniu has confirmed the core value of "customer first" with practical actions, and won the trust and recognition of customers with high-quality service guarantee.

Proofread by Zhao Lin