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海擇短評 Haize Comment：
目的地參團其實不能算是一種特別新創的產品，不過隨著自由行遊客增長與後疫情時代的到來，它在消費上的成熟性也正快速提升，與2019年相比已達翻倍的規模。不過，對行業與投資人來說，它也不是大者必勝或OTA獨享美景的行業，具有一定程度的複雜性。
所謂目的地參團，其實就是傳統上用戶到度假目的地後常購買的一日遊、半日遊或幾小時的當地玩樂產品。它的吸引力在於，自由行也能免於尋找、比較、預訂各個當地交通、住宿、餐飲與體驗等資訊的麻煩；加諸語言不對稱帶來的不便不容忽視(AI已逐漸在處理這個問題)；而且，並不是每個國家都像東亞與東北亞一樣治安良好，還適於夜間出行。目的地參團產品會在交通便利的特定地點集合後開始行程，或自備交通前往入住的飯店接客人，特別對於公共交通難以到達的旅遊目的地尤其重要，以台灣來說，東北角的地質公園與天燈體驗路線就具有這樣呃特性。總結來說，目的地參團能兼顧跟團遊的舒適感與自由行的時間彈性優點。
以韓國為例，雖然目的地參團沒有公開的交易額數據，但是有各OTA平台與傳統社元件式產品對政府申報的交易額，這部分的數據快速增加，可以理解為自由行遊客數量增加；相對來說，遊客直接購買境外目的地參團類產品的比例也應屬快速增加。根據Wise App, Wise Retail的統計，2023年7月至12月，韓國多個線上海外旅遊平台的總支付金額為1.065兆韓元，與新冠疫情爆發前的2019年同月(5,761億韓元)相比，增長了85%。
如果整體的元件式產品相對2019年增長85%，目的地參團應該有比翻倍更好的業績無庸置疑。那麼，下一個問題是，誰能賺到這部分的錢？一般來說，一站式與當地玩樂式的OTA、國內綜合旅行社、專做這個細分市場的新旅行社，甚至目的地的地接社，都能以某個角度進入一日遊市場，未來專門為散客提供一日遊的旅行社很可能還會繼續增加。由於它針對的是抵達當地的旅客，產品無需組裝航司機票或酒店，因此對於小型企業來說，進入門檻相對較低；資源需求更大的是當地用車和導遊。
即便以當地用車和導遊為主，這也是很專業的領域。以導遊來說，一日遊的旅行社非常重視導遊的攝影技巧與對當地特色餐廳的理解，導遊要能在城市遊覽的適合位置進行街頭攝影，在蒙古、關島、埃及等容易觀測天文的國家，還要有在夜間一日遊講解星座並教授如何拍照的能力；導遊另外還要依體驗過的當地餐廳，為遊客提供多種選擇。而在擁有眾多藝術品、博物館、古蹟、建築的旅遊目的地，在該地區停留時間長、能為旅行者提供只有在當地才能獲得的資訊的導遊尤為重要。
對行業與投資人來說，它也不是大者必勝或OTA獨享美景的行業，具有一定程度的複雜性。而從這些角度來說，一個擁有豐富團隊遊經驗、並能良好的傳統產品拆解出元件的的旅行社，或許似乎是更有潛力的供應商。
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Destination group tours are not a particularly new product, but their maturity in consumer markets has quickly risen post-pandemic, with their scale doubling compared to 2019. However, for the industry and investors, it is not a winner-takes-all or OTA-exclusive market, as it involves certain complexities.
Destination group tours typically include day trips, half-day tours, or local experiences purchased by travelers upon arriving at their holiday destinations. Their appeal lies in freeing independent travelers from the hassle of finding, comparing, and booking local transport, accommodation, dining, and activities. Language barriers also pose significant challenges, though AI is increasingly addressing this issue. Moreover, not all countries have the safety standards of East and Northeast Asia, making night-time travel possible. Destination group tours usually start at easily accessible locations or provide transportation directly from hotels, which is crucial for destinations poorly served by public transport. For example, in Taiwan, the Northeast Coast's Geopark and sky lantern experience routes exemplify such characteristics. In summary, destination group tours combine the comfort of organized tours with the flexibility of independent travel.
Taking South Korea as an example, although there is no publicly available transaction data for destination group tours, the transaction volumes reported to the government by various OTA platforms and traditional travel products have rapidly increased, indicating a rise in the number of independent travelers. Consequently, the proportion of tourists directly purchasing overseas destination group tour products is also likely increasing. According to statistics from Wise App and Wise Retail, from July to December 2023, the total payment amount on several South Korean online overseas travel platforms was 1.065 trillion Korean won, an 85% increase from the same period in 2019 (576.1 billion won) before the COVID-19 pandemic.
If overall modular travel products have grown 85% relative to 2019, it's undeniable that destination group tours likely performed even better. The next question is, who can profit from this sector? Typically, one-stop OTAs, local activity-style OTAs, domestic comprehensive travel agencies, niche new travel agencies, and even local destination management companies (DMCs) can enter the day tour market from different angles, and the number of agencies specializing in day tours for individual travelers is likely to increase further. Since these products target travelers who have already arrived at the destination and do not need to bundle flights or hotels, the entry barrier is relatively lower for small businesses; the greater resource needs are local transportation and guides.
Even focusing on local transport and guides, this is a specialized field. For guides, day tour agencies place a high emphasis on photographic skills and understanding of local cuisine. Guides should be able to perform street photography in suitable urban spots, and in countries like Mongolia, Guam, or Egypt where astronomical observations are popular, they should also be able to explain constellations during night tours and teach photography. Guides should also offer a variety of choices based on experienced local restaurants. In destinations rich in art, museums, monuments, and architecture, guides who can provide exclusive local information and have longer stays in the area are particularly valuable.
For the industry and investors, this is not a field where the largest players automatically win or OTAs have exclusive advantages, but it involves considerable complexity. From these perspectives, a travel agency with extensive experience in group tours and adept at breaking down traditional products into components may seem like a more promising supplier.
標籤 Label： Destination Local Tour OTA