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Ctrip.com's International Expansion Strategies

Ctrip.com's International Expansion Strategies
Case Code: BSTR542
Case Length: 11 Pages
Period: 1999-2017
Pub Date: 2018
Teaching Note: Available
Price: Rs.300
Organization: Ctrip.com International Limited (Ctrip)
Industry: Online Travel Agency (OTA)
Countries: China
Themes: Corporate Strategy, Growth Strategy, M&A, E-Business Strategy
Ctrip.com's International Expansion Strategies
Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In November 2017, China’s largest online travel agent (OTA), Shanghai-based Ctrip.com International Limited (Ctrip), announced the acquisition of the US-based travel recommendation service, Trip.com (Trip), for an undisclosed sum. This was the latest among several moves by Ctrip that signaled its ambitions to expand beyond Asia. Earlier in 2016, Ctrip bought Skyscanner, a Scotland-based flight Search Company, for about US$1.74 billion, making the travel industry sit up and take notice. The Trip deal was expected to help Skyscanner leverage Trip.com’s capabilities on its own platform. Travis Katz, CEO and founder of Trip, said, “The idea of this deal is for Skyscanner to marry in-destination reviews content in Trip’s arsenal to Skyscanner’s platform. The aspiration is not to only add static details, such as about the opening times of restaurants or museums, but to also enable Skyscanner users to see and eventually add social reviews within Skyscanner’s website and apps,”...

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