Trip.com Group is a large online travel agency based in Shanghai, China. It operates several travel brands including Ctrip, Trip.com, Qunar, and Skyscanner. As of 2019, it has over 40,000 employees worldwide and provides travel services to 400 million members. It offers a wide range of travel products including flights, hotels, tours, activities and transportation. The document then outlines a marketing plan and schedule to promote tourism to Tuscany, Italy on Trip.com Group platforms from March to December 2020. The plan includes digital advertising, social media posts, and precise marketing tactics like email, SMS, app notifications and headlines to generate over 6 million impressions.

1. Trip.com Group
Destination Marketing

2. Four Leading Brands under Trip.com Group
• On Oct. 29, 2019, Ctrip’s 20th anniversary, the co-founder of
Ctrip James officially announced that Ctrip Group changed its
name to Trip.com Group

3. TicketsVisa Fun things to
do
Flight Hotel Trains Cars Cruise Car
Services
Tours Travel
Information
Corporate
Travel
Gourmet
List
Financial
Services
Insurance
- Founded in 1999，over 40,000 employees in China and globally
- Headquartered in Shanghai, it has branches or offices in 95 Chinese cities and 22 overseas
cities
- With a combination of the Internet and traditional tourism, the company provides a full
range of business travel and leisure travel services to 400 million members
- 8,000+ offline stores in more than 200 cities
- One-Stop Travel Service Platform——Meet customers' travel demand – ranging from flight
tickets, accommodation, shopping to local entertainment – providing one-stop travel
solution to customers
- Combine online, offline and wireless resources to create a comprehensive and three-
dimensional perfect service value chain covering all stages of travel

4. 1.4Mn
Hotels globally
1.4Mn
Vacation homes
for rent
150 MN+
Active APP
users in August,
2019*
>35%
Of Group
Revenue
From
International
Business
2Mn
Air routes
5,000
Cities connected
USD 105B
2018GMV
160+
countries for
Package tour
100K+
Activity products
CNY 10.5B
2019 Q3 Net revenue
Data for the 3rd quarter, 2019
* Iresearch User Tracker

5. Source: iResearch, CIW and company information
Note：1 The data is as of 2018 Q2
2 Trip.com is one of the largest shareholders of the second
largest player (Tongcheng & Yilong)
Total OTA Travel Market In China
61.8%
12.7%
13.9%
5.7%
5.9%
Others OTAs
1
2
Source: Trip.com Group 2018 Financial Results
105
Billion
USD
Trip.com Group 2018 GMV

6. Source: Company filings and other public information
2019

7. • Strong international air booking engineer
• New products added: train ticketing, car rental
services, and more local attraction partners
• Strengthen one-stop shopping capabilities
• 2 times outgrowing the outbound market
• Outbound trips expected to grow to 200m by 2020
Trip.com Group
China Outbound Opportunity
Strong Product Portfolio
• Cover 26 countries & regions / 19 languages
• 400 million registered users
• 100%+ air ticketing revenue growth YoY
• Asia Pacific market is the priority

8. 8
Train tickets for China,
the UK, Germany,
Japan and South Korea
Trains
Covering over
5,000 cities
Flights
Hundreds of car rental
suppliers and airport
transfer service
Cars
Package tours
Bundle & Save
Tours and
activities in top
destinations
Tours & Tickets
1.2 million hotels and
accommodation
choices
Hotels

9. Trip.com Group provides all-around products to satisfy diversified needs at different
stages during the journey.
Before your trip:
Idea and Research
After your trip:
Share your journey
During your trip:
Reserve it and Share it
Before your trip:
All you need to book
Financial
Services
Travel
Information
Flights Hotel Ferry Business Train Bus
Gourmet List Travel Car Rental Live ShowTravel Review
Community

10. Our mission: to provide a world-class travel
solution for global customers.
Accumulated Downloads Monthly Active Users
Accumulated Downloads Monthly Active Users

11. America
Europe
Asia Pacific
Skyscanner User Distribution by Region
Skyscanner is an online travel company based in Edinburgh, Scotland. Since November 2016 the website has been owned by Trip.com
Group, the largest online travel agency in China. The site is available in over 30 languages and is used by 100 million people per month. The
company lets people research and book travel options for their trips, including flights, hotels and car hire.

12. The world's largest and most popular tourist community
It currently has information on more than 1,650,000 hotels, 530,000
attractions, and 2,700,000 restaurants.
TripAdvisor and Trip.com Group, the China-based online travel agency
formerly known as Ctrip, entered into a global joint venture.
Under the terms of the deal, the two companies formed a global joint
venture under the TripAdvisor brand in China, and there are also global
content-licensing agreements where Trip.com Group brands, including
Ctrip, Trip.com, Qunar, and Skyscanner, would distribute TripAdvisor
content.

13. Marketing Plan for Tuscany

14. Marketing Strategy & Solutions
Promotion Period: 03/2020- 12/2020 ( 9 months )
01 02
Awareness
Creation
Brand
Favorite
Precise
Marketing
Massive exposure online
resources to raise
awareness and highlight
unique travel experience
of Tuscany.
Interactions shorten the path
from like to buy for
customers and guarantee the
efficiency of ads placements.
Use precise marketing
solutions to target the
consumers and realize better
sales conversion.
Channels:
• Ads Exposure on Ctrip
Website
• Landing page design (PC)
Channels:
• Social Media Content
Marketing (WeChat & Weibo)
Channels:
• SMS
• EDM
• Headlines Today
• APP Notification Push
03

15. Marketing Theme for Tuscany
* Slogan is for reference, it can be adjusted according to season and promotion purpose
意大利文艺复兴发源地 托斯卡纳
Tuscany- The birthplace of Renaissance
Wandering in the sun of Medieval Town
--徜徉于中世纪小镇的艳阳下

16. Online Promotion Plan for Tuscany
Online
Ads:
Banner
Present
Social Media Content
Marketing
Precise
Marketing
Promotion period: 03/2020— 12/2020 ( 9 months)
SMS EDM
Headlines
Today
Landing page design
App Push

17. Tuscany Marketing Execution Schedule ( Mar. 2020 - Dec. 2020 )
Contents Description Frequency Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Landing page for advertising
Click on advertisings and link to Tuscany promotion
landing page ( PC page )
1 page
Design
and
approve
Landing page online
Ads exposure on Ctrip website
Ctrip homepage widescreen banner(50% traffic) 3 days 1 day 1 day 1 day
Vacation Homepage widescreen banner (Shanghai
station)
5 days 1 day 1 day 1 day 1 day 1 day
Oversea Hotel homepage widescreen banner 6 days 1 day 1 day 1 day 1 day 1 day 1 day
Beautiful Destination Homepage Banner 13 days 1 day 1 day 2 days 1 day 2 days 2 days 2 days 1 day 1 day
Social Media
Content Marketing
WeChat (facebook in China), Ctrip related account 6 posts 1 post 1 post 1 post 1 post 1 post 1 post
Weibo (twitter in China), Ctrip related account 6 posts 1 post 1 post 1 post 1 post 1 post 1 post
Precise Marketing
Email Direct Marketing 40,000 seals
20,000
seals
20,000
seals
Short Message Services 40,000 seals
20,000
seals
20,000
seals
APP Notification Push
20,000
impressions
20,000
impressions
Headlines Today "今日头条" Promotion
1,000,000
impressions
1,000,000
impressions

18. Total Impression
Estimation
>6,060,000
Resources in total:
 1 landing pages (PC)
 Online Ads: 27 days (PC banner)
 Italy Flagship store banner promotion (1 year)
 Social Media 7 posts: ( 3 WeChat posts and 4 Weibo posts )
 40,000 seals EDM
 40,000 seals SMS
 20,000 seals APP Notification Push
 1,000,000 seals Headlines Today
Outcome Estimation
*Exposure of product promotion is
not included

19. Win The Chinese Market
with Trip.com Group
Destination Marketing Dept.
2019