The summer tourism market in August was booming, and so was the August edition of the Golden Tower Awards for the tourism sector. Brands from three major platforms in the tourism field went head-to-head over a month of intense competition, with the top ten eventually claiming their spots on the list. What kinds of market opportunities and industry trends does this list reveal? Let’s take an early look~
In recent years, the tourism industry has maintained rapid development. According to data from the China National Tourism Administration in 2017, the number of domestic tourist trips in China reached 5.001 billion, a year-on-year increase of 12.8%; the total number of inbound and outbound tourist trips reached 270 million, up 3.7% year-on-year; and the total annual tourism revenue amounted to 5.40 trillion yuan, an increase of 15.1%. Faced with this massive "trillion-level" market, how to seek new opportunities for development in the competitive landscape to drive market growth has become the primary focus for tourism platforms and brands in 2018.
The August Golden Tower Awards list for the tourism sector is an authoritative industry ranking released under the guidance of the China New Media Association for Youth and the National School Communist Youth League New Media Operation Center, jointly published by the China Campus Market Alliance, Weibo Campus, and Clio (Klarify).Nearly a hundred corporate brands were evaluated across three categories: tourism platforms, hotel brands, and airlines. Through comprehensive analysis of data from Baidu, WeChat, and Weibo, an authoritative list was produced in the context of a thriving tourism market. Currently, the #GoldenTowerAwards# topic has garnered a total of 480 million reads, making the list an important reference for businesses analyzing the college student consumer market.
Tourism Platforms: More Innovative Consumption Methods, More Convenient User Experience
In 2018, the competition in the online tourism platform sector entered a white-hot stage. According to the 2018 August Golden Tower Awards list released by the China Campus Market Alliance, Fliggy, Qunar, and Sina Travel claimed the top three spots.
For college student users, youthful and fashionable consumption traits are key focuses for many businesses aiming to capture the student market. Leveraging the vast user resources and accumulated data of the Alibaba ecosystem, Fliggy has successfully carved out its own niche in the tourism platform market. Its credit-based services—such as deposit-free stays and check-out without inspection—attracted a large number of young consumers, propelling Fliggy to the top of this ranking. Qunar, on the other hand, offers a more affordable consumption experience, providing students without fixed incomes with greater options. Sina Travel, with its inherent social media attributes, successfully attracted widespread support and affection from student consumers through platforms that share travel diaries, guides, and similar content.
Airlines: Victory Through Reputation and Service
As a convenient option for travel, airlines have developed new business models in the context of today’s internet and big data environments. Online booking and online interaction have become new tools for airlines. Whether it’s Shenzhen Airlines, which ranked first, Hainan Airlines in second place, or Sichuan Airlines in third, all frequently launch activities on social media platforms such as Weibo, giving these companies a more youthful image and attracting the attention of college student consumers.
Shenzhen Airlines, with its relatively long-standing presence in China, has been in operation for nearly 25 years. It is widely loved by college students for its high-quality service and user experience. As the only five-star airline on the mainland, Hainan Airlines leads the industry in infrastructure and service standards, naturally delivering a superior user experience. Meanwhile, Sichuan Airlines, as a relative newcomer, has stood out by offering excellent punctuality, localized “shuttle van” airport pick-up services, and more competitive pricing compared to other airlines.
Hotel Brands: Targeting Younger Audiences, Diversified Consumption
The top three hotel brands on this list are: Manxin Boutique Hotel, Four Seasons Hotels and Resorts (_FOURSEASONS_), and Podinn. Unlike previous lists, the marketing strategies of these three hotels each focused on different priorities, yet all received positive feedback from the college student consumer market, highlighting their relevance and value as references.
Manxin Boutique Hotel targets a younger consumer demographic and is beloved by college students for its fashionable and convenient approach to travel. Ranked second, Four Seasons Hotels and Resorts (_FOURSEASONS_) impresses consumers with its high-end service quality and prestigious brand image, fostering trust in the brand. Podinn recently underwent a brand refresh to become Podinn Select, revitalizing its hotel facilities and environment, while also offering more competitive pricing that appeals to cost-conscious college student travelers.
Today, the spending power of college students is growing steadily. More importantly, compared to other traditional industries, their willingness to spend on travel is even more pronounced. This vast market represents significant potential and opportunity. The release of the August Golden Tower Awards tourism list not only showcases various aspects of college students’ travel consumption behavior, helping businesses better understand student consumption habits and user needs, but also brings new market insights to enterprises.