Ctrip: Transforming Travel and Tourism
(6 pages of text)
Case (Pub Mat)
As a pioneer and leading competitor among China’s online travel-service providers, Ctrip.com International, Ltd. (Ctrip) had successfully integrated technology into China’s rapidly growing travel industry by 2017. The company’s platform provided a comprehensive set of travel services including hotel reservations, flight and train ticketing, vacation packages, business-travel management, and dining reservations. Praised in the industry as the exemplary combination of traditional tourism and e-commerce, Ctrip had experienced significant success. However, the company still had to adapt to an ever-changing and increasingly complex internal and external business environment. How would the company evolve its business model to sustainably compete in the global online travel market?
This case is suitable for use in a undergraduate or graduate level course on entrepreneurship or platform business. After completion of this case, students will be able to
- understand how online platforms act as a disruptive innovation in the global travel and hospitality industry;
- explore the changing Chinese consumer market and the rise of the online tourism industry in China;
- analyze the marker leader’s business strategies and key success factors during its early stages; and
- brainstorm on the opportunities, challenges, and competitive strategies available in a changing market landscape.
Information, Media & Telecommunications
China, Large, 2017
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