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wrote a column · Nov 15, 2021 11:22

Donkey Trail Technology: Take the initiative to seize the future

Deloitte released the travel industry research report “The Future of Tourism” (hereinafter referred to as the “Report”), which examines the development of global tourism in the post-pandemic era and proposes countermeasures for industry players.
“Spring River Plumbing Duck Prophet”, Donkey Trail Technology (01745.HK), as a leader in the online electronic guide segment in China, has long been in line with the trend and is now in place.
“Two major changes” in the travel industry
According to the report, changes in the travel industry in recent years are mainly reflected in two aspects: 1. Travel has become increasingly popular; travel types (leisure travel, business travel), destinations (seaside, city, adventure, etc.), length of time (short, long), distance (short, medium and long distance), and experiences (culture, adventure, health, food) are diverse, leading to severe market fragmentation, and industry players often focus on their own market segments.
Deloitte released the travel industry research report “The Future of Tourism” (hereinafter referred to as the “Report”), which examines the development of global tourism in the post-pandemic era and proposes countermeasures for industry players. “Spring River Plumbing Duck Prophet”, Donkey Trail Technology (01745.HK), as a leader in the online electronic guide segment in China, has long been in line with the trend and is now in place. “Two major changes” in the travel industry According to the report, changes in the travel industry in recent years are mainly reflected in two aspects: 1. Travel has become increasingly popular; travel types (leisure travel, business travel), destinations (seaside, city, adventure, etc.), length of time (short, long), distance (short, medium and long distance), and experiences (culture, adventure, health, food) are diverse, leading to severe market fragmentation, and industry players often focus on their own market segments. On the other hand, travelers of different types of travel have different price ranges they are willing to pay, and their preferences for the degree of flexibility in their travel plans are also different. Particularly in the leisure travel market, the diversity of traveler behaviors and needs is more obvious. The rise of new technology has greatly changed the value chain of the industry, and has also created many new business formats (search engines, aggregation platforms, OTA, collaborative platforms, etc.) and requirements (smoother information release, freer travel sharing, richer travel experiences, etc.). Changes and trends Deloitte believes that profound changes in the travel industry have either been revealed or are being highlighted, and industry players must face up to the uncertainties affecting their strategy and business (or even survival)...
On the other hand, travelers of different types of travel have different price ranges they are willing to pay, and their preferences for the degree of flexibility in their travel plans are also different. Particularly in the leisure travel market, the diversity of traveler behaviors and needs is more obvious.
The rise of new technology has greatly changed the value chain of the industry, and has also created many new business formats (search engines, aggregation platforms, OTA, collaborative platforms, etc.) and requirements (smoother information release, freer travel sharing, richer travel experiences, etc.).
Changes and trends
Deloitte believes that profound changes in the travel industry have either been revealed or are being highlighted, and industry players must face up to the uncertainties affecting their strategy and business (or even survival) to formulate corporate strategies and business plans. Uncertainty affects industry players and travel types differently, and the potential impact on each player will vary. Looking ahead, given the volatility and potential impact on the industry, Deloitte believes industry players should focus on the following trends:
Content is king
The essence of tourism is experience. This requires industry players to create high-value and differentiated content to firmly grasp consumers at every stage of the journey. To produce high-value content, the industry must establish partnerships and ecosystems to make the entire creation process more innovative and flexible. In this field, startups and internet celebrities can play an important role in protecting the success of traditional businesses. It's estimated that 85% of YouTube travel videos are made by individuals, not by brands or agencies.
virtual tours
Deloitte released the travel industry research report “The Future of Tourism” (hereinafter referred to as the “Report”), which examines the development of global tourism in the post-pandemic era and proposes countermeasures for industry players. “Spring River Plumbing Duck Prophet”, Donkey Trail Technology (01745.HK), as a leader in the online electronic guide segment in China, has long been in line with the trend and is now in place. “Two major changes” in the travel industry According to the report, changes in the travel industry in recent years are mainly reflected in two aspects: 1. Travel has become increasingly popular; travel types (leisure travel, business travel), destinations (seaside, city, adventure, etc.), length of time (short, long), distance (short, medium and long distance), and experiences (culture, adventure, health, food) are diverse, leading to severe market fragmentation, and industry players often focus on their own market segments. On the other hand, travelers of different types of travel have different price ranges they are willing to pay, and their preferences for the degree of flexibility in their travel plans are also different. Particularly in the leisure travel market, the diversity of traveler behaviors and needs is more obvious. The rise of new technology has greatly changed the value chain of the industry, and has also created many new business formats (search engines, aggregation platforms, OTA, collaborative platforms, etc.) and requirements (smoother information release, freer travel sharing, richer travel experiences, etc.). Changes and trends Deloitte believes that profound changes in the travel industry have either been revealed or are being highlighted, and industry players must face up to the uncertainties affecting their strategy and business (or even survival)...
As technology-enabled new digital travel replaces traditional offline experiences, both leisure and business travel will be affected. In the field of leisure tourism, technology such as VR/AR and video games can create experiences, so that consumers can meet the demand for various experiences without leaving their homes. In other words, the innovation of traditional industry players will be the key to winning the competition. At this point, traditional players need to rethink their facilities and equipment configurations in order to consider maximizing profits from an asset perspective.
One-stop platform model
In order to provide differentiated value and gain competitive advantage, many industry players choose vertical integration to optimize the customer experience and increase profit margins. Generally speaking, travel intermediaries tend to acquire or set up airlines, hotels, travel service providers, etc., and integrate online and offline channels to enhance product competitiveness. The industry is undergoing a simplification of the value chain, and only players who create the highest value can survive.
Donkey Trail Technology follows the trend
Facing industry changes in the post-pandemic era, Donkey Trace Technology attacked on all sides and the layout came to fruition.
Carefully refine the content of the guide. Donkey Trail Technology's online e-guide is a multi-dimensional content innovation. This includes creative radio dramas, audio production for fun guides, video clips, animated animations, 3D scenes, and emoji pack design. From a single attraction explanation model to multiple content sharing recommendations, we integrate video animations with cultural knowledge of scenic spots to create 3D three-dimensional hand-drawn maps to intuitively display the full picture of the scenic area and enhance the travel experience. Donkey Trail Technology is also adding to the number of electronic guided tours in scenic spots, continuously expanding its leading edge. As of June 30, 2021, the company has developed a total of 30,464 online electronic guides for tourist attractions in China and overseas (22,044 in the same period in 2020), covering 288 AAAAA tourist attractions, 2,476 AAAA tourist attractions, and 1,851 AAA tourist attractions.
VR technology empowers virtual tourism. Donkey Trail Technology integrates online electronic guides with innovative technologies such as 5G and VR to form Donkey Trail VR, which covers various scenes such as scenic spots, resorts, hotels, homestays, museums, and schools. In actual application scenarios, scenic spots such as Guangzhou Baomo Garden and Shawan Ancient Town livestreamed events and research activities hosted by the scenic area through the Donkey Trail VR platform, attracting thousands of users to watch online. Luoning County in Henan Province also launched a global smart guide system with Donkey Trail VR as the core on the eve of the 2020 National Day holiday.
Donkey Trail Technology uses high-tech combined with rich guided tour formats to market content around the four points of emotion, hobby, usefulness, and taste. This will also promote the construction of more high-quality tourism products that meet the needs of Chinese consumers in scenic spots.
Deloitte released the travel industry research report “The Future of Tourism” (hereinafter referred to as the “Report”), which examines the development of global tourism in the post-pandemic era and proposes countermeasures for industry players. “Spring River Plumbing Duck Prophet”, Donkey Trail Technology (01745.HK), as a leader in the online electronic guide segment in China, has long been in line with the trend and is now in place. “Two major changes” in the travel industry According to the report, changes in the travel industry in recent years are mainly reflected in two aspects: 1. Travel has become increasingly popular; travel types (leisure travel, business travel), destinations (seaside, city, adventure, etc.), length of time (short, long), distance (short, medium and long distance), and experiences (culture, adventure, health, food) are diverse, leading to severe market fragmentation, and industry players often focus on their own market segments. On the other hand, travelers of different types of travel have different price ranges they are willing to pay, and their preferences for the degree of flexibility in their travel plans are also different. Particularly in the leisure travel market, the diversity of traveler behaviors and needs is more obvious. The rise of new technology has greatly changed the value chain of the industry, and has also created many new business formats (search engines, aggregation platforms, OTA, collaborative platforms, etc.) and requirements (smoother information release, freer travel sharing, richer travel experiences, etc.). Changes and trends Deloitte believes that profound changes in the travel industry have either been revealed or are being highlighted, and industry players must face up to the uncertainties affecting their strategy and business (or even survival)...
Lay out a global tourism and smart scenic spot management service system. Donkey Trail Technology cooperated deeply with cultural tourism bureaus in many places to create a global guide system to comprehensively present information on attractions, food recommendations, hotel accommodations, etc.; develop intelligent management systems for scenic spots to explore tourist consumption behavior, provide data references for scenic spot management, and help digitize scenic spots. On June 18, 2021, the Zhucheng Global Tourism Smart Guide System created by Donkey Trail Technology in cooperation with the Shandong Zhucheng Culture and Tourism Bureau was ready to go live; on July 6, Donkey Trail Technology and Tianhe District of Guangzhou joined forces to create the “One Mobile Phone Tour Tianhe”.
From online to offline, Donkey Trail Technology is gradually breaking through barriers and creating a true global travel platform:
Donkey Trail Technology is actively expanding the marketing scenario layout, gaining diversified traffic sources, and launching shared family bikes in more than 40 scenic spots. Targeting today's young people, especially Gen Z, who love to experience a combination of games and travel, the company introduced “script kill” and other travel products to the scenic area, using the scene of the scenic area and the cultural story behind it, combined with electronic guides, to create an immersive travel experience for visitors.
The future of the travel industry has arrived, and Donkey Trail Technology will explore its future in business practices!
Risk Disclaimer: The above content only represents the author's view. It does not represent any position or investment advice of Futu. Futu makes no representation or warranty.Read more
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