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Ctrip Scientifically Managing Travel Services Case Solution

Solution Id Length Case Author Case Publisher
1985 421 Words (3 Pages) Garvin, David A., Nancy Hua Dai Harvard Business School : 312-092
This solution includes: A Word File A Word File

C trip started as an online travel company and soon entered in hotel reservation's market. Among the fragmented, off-line small competitors, C trip grows rapidly because of its efficient use of technology and unique model of payment upon check-in. They use to have allotted rooms for their customers, and the bookings were guaranteed to customers immediately, later the company developed an E-Booking system as well.

Following questions are answered in this case study solution

  1. What was the C trip's strategy to begin with, and how did the strategy evolve over time?

  2. What are the key elements of C trip’s scientific approach to managing?

  3. What are the key sources of competitive advantage for C trip?

Case Analysis for Ctrip Scientifically Managing Travel Services

For acquiring new customers, they distributed free membership cards and made alliances with major airlines and banks for the promotion of their products. They equipped their staff with PDA to make efficient use of given information for customer handling and satisfaction, later they upgraded it to personal tablets.

2. What are the key elements of C trip’s scientific approach to managing?

C trip is the largest online travel company in China. At the heart of C trip's business model was their scientific, data-driven approach. Being a service provider on a large scale made them enable to generate a large quantity of data. They used that data to standardize their service and categorize their customers. They made different classes of their customers and set quality assurance metrics, which were also traceable. Their IT team's competitiveness played a key role in the quantification of all data and its analysis.

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