1.亲子游与家庭游成为热点
Parent-child and family travelhave become hot spots
亲子游与家庭游成为行业热点，除父母带孩子一家三口出行外，三代同行的比例也在提高，如何让家庭出行既能享受天伦之乐，又能满足老人、父母、孩子三代人的不同需求，是目的地、酒店、邮轮等相关行业需要继续探索和完善的课题，其目标是提供令所有家庭成员满意的产品及服务，并争取实现与同行的差异化。
Parent-child travel and family travel have become a hot topic in the industry. Apart from the trips of parents and children, the proportion of three generations who travel together is also increasing. How to make family travel not only enjoy the pleasure of kinship, but also meet the different needs of the elderly, parents and children of three generations is a topic that needs to be explored and perfected in the relevant industries such as destinations, hotels, cruises and so on. The goal of brands is to provide products and services that satisfy all family members and strive to differentiate them from their competitors.
2.各品牌加速拓展线上渠道
Brands Accelerate the Development of Online Channels
品牌除加速拓展携程、飞猪、去哪儿等综合平台型线上渠道外，也开始拓展所在细分垂直领域的线上渠道，合作形式从单纯的平台上线，拓展到会员互通等更多合作形式，部分品牌已经在向与平台的全方位战略合作迈进，以期在激烈的竞争中获得先发优势。
In addition to speeding up the development of platform based online channels such as Ctrip, Fliggy and Qunar, the brand has begun to expand its online channels for subdividing vertical fields. The form of cooperation has been expanded from simple platforms to more forms of cooperation such as interoperability among members. Some brands are already moving towards all-round strategic cooperation with Ping Tai, with a view to gaining the first mover advantage in fierce competition.
3.支持更多支付手段
Support for more means of payment
中国市场的特殊性，使得所有品牌都在致力提供支付宝支付及微信支付以及银联支付等中国用户特有的支付方式，这对提升中国用户的便利度、满意度以及提高品牌与用户之间的粘性至关重要。滞后者有可能在竞争中处于被动地位。
The peculiarity of the Chinese market makes all brands strive to provide Alipay, WeChat payment and UnionPay and other unique payment methods for Chinese users. This is very important for improving the convenience and satisfaction of Chinese users and enhancing the stickiness between brands and users. The laggard may be in a passive position in the competition.
4.跨界营销风生水起
Cross-border marketing is booming
跨界营销非常有助于快速捕获新客户群、制造话题、保持品牌新鲜度及活力，我们看到目的地、酒店、航空、邮轮、支付、旅行箱等众多行业都加入了跨界营销的大军，积极尝试跨界体育、时尚、艺术、娱乐等多种模式，而跨界体育以快速覆盖庞大的体育人群更受品牌关注。
Cross-border marketing is very helpful to quickly capture new customers, create topics, maintain brand freshness and vitality. We can see that many industries such as destination, hotel, aviation, cruise, payment, suitcase and so on have joined the cross-border marketing army, actively trying cross-border sports, fashion, art, entertainment and other modes. And cross-border sports to quickly cover a large number of sports crowd is more concerned by the brand.
5.Second and Third-tier Cities Get More Attention
On the one hand, the market of first-tier cities is gradually saturated, on the other hand, the consumption capacity of second-tier and third-tier cities is gradually improved. More and more brands begin to enter the second, third and even fourth-tier cities to tap new markets. According to the data feedback in 2018, this strategy has achieved obvious success. We believe that many brands will continue to pay more attention to the second and third-tier markets in the future.
6.数字化及社交媒体应用持续深化
Integration of digital and social media continues to deepen
智能设备性能不断提升，应用模式不断完善，无线网络从地上向天上（飞机）覆盖，移动端将占据越来越多的应用场景及用户时间，同时社交媒体与数字应用的不断融合，所有品牌都将数字化定位为当前及未来最重要的发展方向，并以最快的速度推进。
With the continuous improvement of intelligent device performance and application mode, wireless network coverage from the ground to the sky (aircraft), mobile terminals will occupy more and more application scenarios and user time, and the continuous integration of social media and digital applications, all brands will position digitalization as the most important development direction at present and in the future, and push it forward at the fastest speed.
7.众多品牌继续致力深耕中国市场
Many brands continue to devote themselves to cultivating the Chinese Market
全球及中国的经济增速都在放缓，但相对其他国家及地区，中国仍是最具发展潜力的市场，一方面由于中国经济仍保持增长，另一方面中国消费者的消费观念及消费模式在变化和提升，这将继续推进中国市场在未来较长的时间保持增长，品牌需要做的工作是抓住中国消费者的需求变化，提前布局，持续投入，其中的踏实推进者有望在未来脱颖而出，而滞后者将被淘汰。
Global and China's economic growth is slowing down, but compared with other countries and regions, China is still the most potential market for development. On the one hand, because China's economy is still growing, on the other hand, Chinese consumers'consumption concepts and consumption patterns are changing and improving, which will continue to promote China's market to maintain growth for a long time in the future. What brand needs to do is to seize the medium. China's consumer demand changes, ahead of schedule, continuous investment, among which the solid promoters are expected to stand out in the future, and the laggards will be eliminated.
8.文化旅游成为全行业热点
Cultural tourism has become a hotspot in the whole industry
文化部与国家旅游局合并为文化旅游部，使大家更加关注文化旅游这个概念，怎样把优秀的文化打造为引人入胜的旅游资源，怎样通过旅游去宣传优秀的文化，是所有旅游休闲行业从业者需要思考的课题，我们也看到许多品牌正在进行积极的尝试，打造高质量、受欢迎的文旅产品。
The merger of the Ministry of Culture and the National Tourism Administration into the Ministry of Culture and Tourism has made people pay more attention to the concept of cultural tourism, how to make excellent culture into attractive tourism resources, and how to promote excellent culture through tourism, which are the subjects for all the practitioners of tourism and leisure industry to think about. We also see that many brands are making positive attempts to create high-quality and acceptable tourism products. Welcome travel products.
9.智慧旅游在更大范围普及应用
Intelligent tourism is widely used in a wider range
技术的提升与应用环境的完善推动智慧旅游向更大范围普及应用——移动网络速度提升、费用降低，地图导航、语言导览更加成熟，小程序、大数据等新技术的运用，都在提升智慧游的体验并创造新的应用场景，智慧游必将成为下一个行业的关注热点。
The upgrading of technology and the improvement of application environment promote the popularization of Intelligent Tourism to a wider range of applications - mobile network speed increase, cost reduction, map navigation, language guide more mature, small programs, big data and other new technologies are all improving the experience of intelligent tourism and creating new application scenarios. Intelligent tourism will become the focus of attention in the next industry.
10.年轻一代消费者正逐步成为旅游新势力
The younger generation of consumers is gradually becoming a new force in Tourism
国内旅游用户中，35岁及以下用户比例达到70%，出境游用户中，年轻群体的比例也在提升，这部分人群未来不仅是数量的提升，随着其事业的发展，收入的提高，更会伴随消费额的提升，抓住这部分人群，就是抓住了一个巨大的未来市场，80后、90后、甚至00后的消费习惯及消费趋势，都是品牌需要去仔细研究并提前布局的。
Among domestic tourism users, the proportion of users aged 35 and younger reaches 70%. Among outbound tourism users, the proportion of young groups is also rising. This part of the population will not only increase the number in the future, but also accompany the increase of consumption with the development of their career and income. To seize this part of the population is to seize a huge future market. The consumption habits and consumption trends of post-80s, post-90s and even post-00s need to be carefully studied and laid out in advance.
11.自由行正在成为主流出行方式
FIT travel is becoming the mainstream mode of travel
自由行在人数、占比、增长率都在逐步超过跟团游，自由行正在成为主流出行方式，量变到质变，这一变化未来将会重塑整个旅游休闲行业，而怎样让自由行真正“自由”，需要相关行业尤其是目的地仔细思考并尽快提供完善解决方案。
The number, proportion and growth rate of FIT travel are gradually surpassing that of group travel. FIT travel is becoming the mainstream mode of travel, which will change from quantity to quality. This change will reshape the whole tourism and leisure industry in the future. How to make FIT travel truly "free" requires the relevant industries, especially the destination, to think carefully and provide perfect solutions as soon as possible.
12.AI、VR及大数据向各行业渗透
AI, VR and big data are penetrating into various industries
AI、VR及大数据为产品的服务的打造以及市场营销手段带来了更多可能。技术、场景、应用怎样完美融合，怎样提升客户体验，同时提升品牌的竞争力，诸多品牌都在积极尝试。目前AI、VR及大数据在语音客服、机场值机、邮轮娱乐、会展、营销等方向获得了初步应用，未来怎样在应用方向深度融入，并创新应用，仍有待行业内继续探索。
AI, VR and big data bring more possibilities for product service building and marketing means. How to integrate technology, scene and application perfectly, how to enhance customer experience and brand competitiveness, many brands are actively trying. At present, AI, VR and big data have been initially applied in voice customer service, airport check-in, cruise entertainment, convention and exhibition, marketing, etc. How to integrate deeply into the application direction and innovate the application in the future remains to be explored in the industry.
13.新产品、新服务成为争夺市场制高点的重要手段
New products and services have become an important means to compete for market commanding heights
中国市场的巨大容量及消费能力吸引了几乎全球所有的知名品牌，每个细分行业都面临激烈的竞争，品牌在打造新产品、新服务方面不遗余力，力图通过新产品、新服务实现差异化或创造出新市场。打造有亮点的新产品、新服务，同时又能被市场接受，并保证风险可控，品牌确实面临巨大的挑战。
The huge capacity and consumption capacity of the Chinese market have attracted almost all the world's well-known brands. Every subdivision industry is facing fierce competition. Brands spare no effort in creating new products and services, trying to differentiate or create new markets through new products and services. To create new products and services with bright spots, and to be accepted by the market, and to ensure that risks are controllable, brands are indeed facing enormous challenges.
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