Ctrip: Scientifically Managing Travel Services

Case Solution

David A. Garvin, Nancy Hua Dai
Harvard Business School ()

Ctrip is a $ 437 million Chinese online travel services company with a scientific, data-driven management approach. The case examines Ctrip’s founding and early growth, its expansion into multiple market segments, including hotel reservations, airline tickets, leisure and business travel, and the sources of its competitive advantage. Company culture, organization, and call center operations are described in as much detail as decision making and business processes. At the end of the process, executives consider whether Ctrip should actively pursue the budget or luxury travel segment, which would mean diverting attention from the company’s core customer base, Frequent Independent Travelers.

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