体量小但增速快，国内OTA平台与国际巨头差在哪？

36氪05-24

5月3日，Booking、Expedia等国际OTA平台相继发布2024年第一季度财报。5月21日，携程发布2024年第一季度财报。至此，国内外主要OTA平台一季度成绩单均已披露。受益于全球旅游市场复苏，三家OTA平台一季度营收同比均正向增长。增长之下，增长快慢及增长质量，各家还是略有差异。Booking、Expedia规模领先，携程快速追赶国际化程度更高的Booking、Expedia依然保持...

网页链接

免责声明：本文观点仅代表作者个人观点，不构成本平台的投资建议，本平台不对文章信息准确性、完整性和及时性做出任何保证，亦不对因使用或信赖文章信息引发的任何损失承担责任。

精彩评论

我们需要你的真知灼见来填补这片空白

发表看法

{"i18n":{"language":"zh_CN"},"isChannel":false,"data":{"share":"https://www.laohu8.com/m/news/2437850400?lang=zh_CN&edition=full","thumbnail":"","is_english":false,"pubTime":"2024-05-24 17:37","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2437850400","market":"us","top_or_hot":-1,"title":"体量小但增速快，国内OTA平台与国际巨头差在哪？","media":"36氪","content":"<div>\n<p>5月3日，Booking、Expedia等国际OTA平台相继发布2024年第一季度财报。5月21日，携程发布2024年第一季度财报。至此，国内外主要OTA平台一季度成绩单均已披露。受益于全球旅游市场复苏，三家OTA平台一季度营收同比均正向增长。增长之下，增长快慢及增长质量，各家还是略有差异。Booking、Expedia规模领先 ，携程快速追赶国际化程度更高的Booking、Expedia依然保持...</p>\n\n<a href=\"https://new.qq.com/rain/a/20240524A07UFW00\">网页链接</a>\n\n</div>\n","source":"tencent_tech","html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>体量小但增速快，国内OTA平台与国际巨头差在哪？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n体量小但增速快，国内OTA平台与国际巨头差在哪？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-05-24 17:37 北京时间&nbsp;&nbsp;&nbsp;<a href=https://new.qq.com/rain/a/20240524A07UFW00><strong>36氪</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>5月3日，Booking、Expedia等国际OTA平台相继发布2024年第一季度财报。5月21日，携程发布2024年第一季度财报。至此，国内外主要OTA平台一季度成绩单均已披露。受益于全球旅游市场复苏，三家OTA平台一季度营收同比均正向增长。增长之下，增长快慢及增长质量，各家还是略有差异。Booking、Expedia规模领先 ，携程快速追赶国际化程度更高的Booking、Expedia依然保持...</p>\n\n<a href=\"https://new.qq.com/rain/a/20240524A07UFW00\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"SG9999002562.SGD","symbol_name":"LionGlobal Asia Pacific SGD","start_time":0,"source_url":"https://new.qq.com/rain/a/20240524A07UFW00","article_id":"2437850400","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent_tech","url":"https://new.qq.com/rain/a/20240524A07UFW00","rn_cache_url":null,"customStyle":"body{padding-top:10px;}.title{#titleStyle#}a{#lv2TextColor#}.author, .pubtime{#sourceStyle#; display: inline-block;} .pubtime{margin-left: 3px;}strong{font-weight:500;#lv2TextColor#}","selectors":".main-wrapper","filters":".follow_top, .channel-entry, .collapseWrapper, .pic, .gap, .showDividingLine, .loader, .container, .ct-sumary, .nav, .landad, .hairline-top, .footer, .recommend-modules, .headroom-wrapper, .elevator","directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2437850400","pubTimestamp":1716543433,"sourceInfo":{"source_id":"tencent_tech","name":"腾讯科技"},"weMediaInfo":null,"summary":"5月3日，Booking、Expedia等国际OTA平台相继发布2024年第一季度财报。5月21日，携程发布2024年第一季度财报。至此，国内外主要OTA平台一季度成绩单均已披露。受益于全球旅游市场复苏，三家OTA平台一季度营收同比均正向增长。增长之下，增长快慢及增长质量，各家还是略有差异。Booking、Expedia规模领先 ，携程快速追赶国际...","collect":0,"end_time":0,"defaultTopTitle":"qq.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"SG9999002562.SGD":"LionGlobal Asia Pacific SGD","LU1720050803.USD":"安联全方位中国股票基金","BK4561":"索罗斯持仓","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","TCOM":"携程网","LU0211977185.USD":"EASTSPRING INVESTMENTS GREATER CHINA EQUITY \"A\" ACC","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","IE00B19Z9P08.USD":"LEGG MASON CLEARBRIDGE US AGGRESSIVE GROWTH \"A\" (USD) INC","09961":"携程集团—S","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","BKNG":"Booking Holdings","LU1282649067.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AMG\" (USD) INC A","BK4142":"酒店、度假村与豪华游轮","LU0348825331.USD":"ALLIANZ CHINA EQUITY \"A\" (USD) INC","BK4548":"巴美列捷福持仓","LU0488056044.USD":"Allianz Asian Multi Income Plus Cl AM DIS USD","LU0384037296.USD":"ALLIANZ ASIAN MULTI INCOME PLUS \"AT\" (USD) ACC","LU1282649810.SGD":"Allianz Asian Multi Income Plus Cl AMg DIS H2-SGD","LU2039709279.SGD":"MANULIFE GF DRAGON GROWTH \"AA\" (SGDHDG) INC","LU0823426308.USD":"法巴中国股票基金","LU1328615791.USD":"FULLERTON LUX FUNDS - ALL CHINA EQUITIES \"I\" (USD) ACC","LU0456846285.SGD":"JPMorgan Funds - Greater China A (acc) SGD","LU0370786039.SGD":"Fidelity Greater China A-SGD","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU0823426480.USD":"法巴中国股票经典Dis","BK4531":"中概回港概念","LU0417516902.SGD":"Allianz China Equity Cl AT Acc SGD","BK4534":"瑞士信贷持仓","IE00BKVL7J92.USD":"Legg Mason ClearBridge - US Equity Sustainability Leaders A Acc USD","BK4585":"ETF&股票定投概念","LU1496350171.SGD":"FRANKLIN DIVERSIFIED BALANCED \"A\" (SGDHDG) ACC","LU0359201612.USD":"贝莱德中国基金A2","LU0557290698.USD":"施罗德环球可持续增长基金","BK4566":"资本集团","BK1604":"节假日概念","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0650527681.SGD":"Fidelity China Consumer A-SGD","LU1571399168.USD":"ALLSPRING GLOBAL LONG/SHORT EQUITY \"IP\" (USD) ACC","BK1588":"回港中概股","BK4535":"淡马锡持仓","EXPE":"Expedia","ABNB":"爱彼迎","LU0823411888.USD":"法巴消费创新基金 Cap","IE0004445239.USD":"JANUS HENDERSON US FORTY \"A2\" (USD) ACC","LU0417516738.SGD":"Allianz Hong Kong Equity AT Acc SGD","BK1164":"酒店、度假村与豪华游轮","BK1587":"次新股","LU0082616367.USD":"摩根大通美国科技A（dist）","LU0228659784.USD":"施罗德金砖四国基金","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC"},"translate_title":"Small in size but fast in growth, what is the difference between domestic OTA platforms and international giants?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"ABNB":0.9,"TCOM":0.9,"EXPE":0.9,"BKNG":0.9,"09961":0.9},"content_text":"5月3日，Booking、Expedia等国际OTA平台相继发布2024年第一季度财报。5月21日，携程发布2024年第一季度财报。至此，国内外主要OTA平台一季度成绩单均已披露。受益于全球旅游市场复苏，三家OTA平台一季度营收同比均正向增长。增长之下，增长快慢及增长质量，各家还是略有差异。Booking、Expedia规模领先 ，携程快速追赶国际化程度更高的Booking、Expedia依然保持全球领先态势。2024年第一季度，Booking总收入为44亿美元，Expedia总收入为29亿美元，携程则为16亿美金。从绝对值看，前者是携程收入近3倍，后者是近2倍。 不过，背靠中国市场，携程正在快速追赶。文旅部的数据显示，2024年一季度，国内出游人次14.19亿，同比增长16.7%。国内游客出游总花费1.52万亿元，同比增长17.0%。在高速增长的市场上，携程一季度营收同比增速达到29%，而Booking一季度收入同比增长16.9%，Expedia同比增长8.4%。环比维度看，Booking、Expedia收入环比前一季度增速分别为-7.7%、0.1%，携程则为15%。如果把时间拉长，看2023年整体增速，携程也同样领跑。23年全年，Booking收入同比增长25%，Expedia为10%，携程则高达122%。在国内旅游市场高速增长的基础上，国际业务也给携程提供新动力。随着签证简化、国际航班恢复等措施落地，中国入出境旅游需求从今年加速释放。一季度，相比国内酒店和机票预订同比20%的增速，携程出境酒店和机票预订同比增速均超100%，入境游预订同比增长更是超过4倍。财报电话会议上，携程集团CEO孙洁透露，携程国际版Trip.com一季度总收入同比增长约80%，入境游对Trio.com的收入贡献达20%，而Trip.com对携程集团一季度收入的贡献约10%，其中超70%来自亚洲市场。根据携程的规划，未来3-5年内，将成为亚洲最领先的在线旅行平台，以及全球最领先的在线交通票务平台。国际业务的补足，将对于携程追赶国际巨头大有裨益。 佣金率携程最低 ，仅为国际巨头三分之一作为撮合商家与用户交易的平台，佣金是OTA企业主要的收入来源，即用户在OTA平台订酒店、订机票，酒店、航司会给OTA一部分佣金。于是，佣金率就成为行业比较关心的话题。合理的佣金率，能够兼顾OTA平台和旅游业商家的利益，实现共赢，过高或者过低，都不利于双方平衡，也不利于行业可持续发展。 目前来看，国内OTA平台佣金率远低于国际同行，更加合理。不论是酒店住宿还是机票预订，国际OTA平台佣金率都普遍高于国内平台。仍以Booking、Expedia、携程三巨头为例。鉴于广告、保险等增值服务，对OTA平台收入贡献较低，三家的整体佣金率可简单用平台收入除以平台交易额计算。2023年，Expedia集团收入为128.4亿美元，交易额为1040.8亿美元，整体佣金率约12.3%；Booking集团收入213.6亿美元，交易额1506.3亿美元，整体佣金率约14.2%。携程2023年收入为62.7亿美元，交易额1600亿美元，包含交通、酒店、度假等业务的整体佣金率仅为4%左右。相比之下，国际巨头整体佣金率普遍为携程的3倍及以上。 OTA与旅游商家是荣辱与共的利益共同体，不可能存在某一方持续好，某一方持续坏的情况。当下，携程4%的整体佣金率，兼顾了OTA平台和旅业商家的利益，使得前者能投入更多技术创新，持续消除信息不对称，带动行业效率提升；也能使后者更多资金投入到产品及服务创新，不断优化供给侧水平。 有业内人士表示，相比国外较高的酒店连锁率、多样化的盈利模式，国内旅游业商家的盈利手段相对单一。OTA平台较低的佣金率，符合国情，也带来平台与商家和谐稳定的合作关系。这也有助于激发市场活力，为中国旅游市场2024年全面复苏并有序增长打下基础。","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.26.2","shortVersion":"4.26.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2437850400"}