The report begins with the market overview section, providing a snapshot of online travel market in Asia, which is expected to be the most important driver affecting the overall Asian travel market in 2012. This is followed by the online travel market in China, with details on the domestic online travel market size in terms of online travel market value and its growth. China's online travel market is estimated to grow at a CAGR of 35.2% annually up to 2012. It also mentions the size of the online travel booking consumer base and its growth over past few years. The share of population indulging in different types of online travel booking services has been included in this section. Further, the report provides an illustration of the online travel industry business model wherein it depicts the structure of the market, followed by the description of various kinds of services offered by the online travel industry and the corresponding players. Another detailed illustration about the commission charged by the players operating in the online travel market has been included.
Factors driving the growth of online travel market in China are also explained in detail. Increasing internet usage coupled with growth in mobile internet subscribers is providing impetus to the growth in online travel market. China has the world's largest internet user base, representing 23% of the global online population. Mobile internet users have been growing at a CAGR of 45%. Rising middle class and increasing income will lead to increasing demand for online travel booking services. Rise in credit card holders will allow online travel agencies (OTAs) to increase their customer base. Credit card holders have grown at a CAGR of 24%. Growth in tourism along with reduced visa restrictions on Chinese Travelers provides growth prospects for the market. Outbound tourists are expected to grow at a CAGR of 16.9% up to 2012. Changing consumer lifestyle and untapped market potential provide opportunities for the players to capitalize upon.
The players operating in the market also face challenges which are impeding their development and growth prospects. Increasing competition and lack of automation have been identified as major challenges, threatening the position of existing market leaders. Regulation on foreign-invested travel agency restricts the entry of the foreign players in the domestic online travel industry.
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