The report showed that the packaged tours industry is seeing strong demand in the outbound segment, owing to language barriers, visa requirements and other complications in planning trips outside of China. The industry saw a total transaction value of 500 billion yuan (US$76.7 billion) in 2015, up 19 per cent year-on-year, with the number projected to grow to about 700 billion yuan by end-2018. OTAs are expected to be a chief beneficiary of this trend as online penetration for packaged tours are estimated to have only reached 13 per cent, compared to more than 50 per cent for air ticketing and about 20 per cent for hotel bookings. The report cites leading Chinese OTA Ctrip as an example, which has been integrating the value chain since 2006 by investing in an airline, hotels, wholesalers and an offline retailer. Get the full stoy at TTG Asia