随着互联网技术的发展,人们的消费观念和支付习惯也在慢慢的发生变化,在线旅游业应运而生并蓬勃发展。近几年,中国在线旅游市场交易规模及占有率逐年攀升,极大的冲击着传统旅行社的发展。本文分析了“互联网+”形势下,传统旅行社变革创新的必要性,并对当前形势下传统旅行社进行swot分析,进而提出了传统旅行社变革创新的措施。 With the development of Internet technology, people’s consumption concept and payment habits are slowly changing. The online tourism industry has emerged and flourished. In recent years, the scale and share of transactions in China’s online travel market have been rising year by year, greatly impacting the development of traditional travel agencies. This article analyzes the necessity of the reform and innovation of traditional travel agencies under the situation of “Internet + ”, and analyzes the traditional travel agencies under the current situation by swot, and then puts forward the measures of reform and innovation of the traditional travel agencies.