Tourism | Personal farmers: more than 40 % of parent -child users come to avoid the heat and cool the cool rural travel.

The summer heat is strong, and rural tourism across the country ushered in the peak season. Recently, the rural rejuvenation brand of Ctrip Group's rural rejuvenation brand announced the first anniversary operation data. According to reports, in the past year, Ctrip has inspected 24 provinces and 156 projects, and has landed 9 farmers. The accumulated reception source has covered 30 regions across the country. After the summer, farmers in various places ushered in the "Summer Avoidance Army". The number of orders for farming increased by 147%month -on -month, and gradually got rid of the "full house" state in the first half of the year. The data also shows that compared with ordinary rural homestays, high -end rural homestays can bring a stronger benchmark effect to the destination, driving the transformation and upgrading of the surrounding homestays and the growth of related consumption. "Increasing rural employment, expanding income increase channels, and reviving special cultures, rural high -end homestays have become new formats that help rural revitalization and gather various resource elements." Said Sun Jie, CEO of Ctrip Group.

The average customer unit price is 1340 yuan more than 90 % of the user's recommendation is strong ✦

As of July 2022, Ctrip conducted a total of 156 projects in 24 provinces, 54 cities, 77 districts, and counties. With the support of government departments and industry partners, it has landed in Anhui, Henan, Xinjiang, Jiangxi and other provinces. Nine are carried by fake farms, and opened a number of new farms in Fogong, Fujian Yongtai and other places in Shaanxi.

Data show that by receiving overflow customers, the service standards and quality of service standards and quality, the average night price of some special homestays around the farm has increased by about 30%. The average price of nine fake farmers is 1340 yuan. According to reports, despite the influence of the epidemic in Shanghai and other places in major customers, in the first half of 2022, the total tourism revenue of Jinzhai County still increased by over 40%. Compared with June last year, the number of orders for rural homestays and rural hotels in the county increased by 127%. The tourist reception of the Greater Bay Scenic Area where the farm is located increased by 6%compared to the same period last year, and the total tourism revenue increased by about 29%.

The source of the farmers covers a total of 30 provinces and special administrative regions across the country, and returns to the Ctrip fake farm users who leave the store in the first half of the year. More than 90%of the users expressed their willingness to recommend Ctrip fake farm to others. The return of the return of "live again". In the customer's message, the two categories of views of "beautiful pastoral scenery, fairy residence, high -end facilities" and "unexpected, surprised discovery" account for the main content.

At the same time, more than 70%of users will choose to spend on the surrounding scenic spots, catering and entertainment, etc., so that the farm has played a stronger benchmarking effect, driving the surrounding pan -tourism industry growth, and agricultural products have good sales. Some business guests used to "batch group purchase" for hundreds of thousands of yuan in agricultural products to motivate teams during the stay in Jinzhai Farm in Anhui, which is equivalent to buying local supply and marketing agencies for sales. According to Zheng Yaming, the manager of the Jinzhai store of the fake farm, the current sales space is limited, so they are planning to build a larger product display area to continue to develop sales for local agricultural and sideline products.

40 % of users bring doll travel groups to build accommodation and word of mouth effects.

From the perspective of customer sources, the main source of the farmers in the East of China is mainly radiating the radius radius in the province. For example, Jinzhai Farm in Anhui, the top 3 of its customers are Hefei, Liu'an, Fuyang, accumulated over 56%. Henan Linzhou Farm, totaling 74%of users from Anyang and Zhengzhou. The Xinjiang Farm is especially favored by users in Beijing, Shanghai and Shenzhen. It has exceeded 40%of users in the three places of the Kanas Store in Xinjiang. Many travelers bluntly said, "This is a love of more than 4,000 kilometers." Similar to Xinjiang, there are many cross -provincial tourists in Yangshuo Farm in Guangxi, accounting for more than 45%of residents from Shenzhen, Guangzhou, Shanghai and other places.

Affected by the epidemic, the current way of travel and accommodation is becoming more and more flexible, and it can be seen from the high -end homestays of the countryside. According to the statistics of nine carrier farmers, 24%of users will choose to live on the same day, and 27%of users will choose to book 1 to 2 days in advance. Compared with these tourists' "ordering and living", the other half of the tourists arranged travel through the "live house hoarding coupon". At the same time, the age distribution of customers who love farmers is becoming more and more balanced. Data show that users over 00 and over 50 years old account for about 19%of orders. The proportion of post -90s and post -80s is basically the same as the main consumer group of farmers.

Judging from the order, 55%of the farm trip is decided by women. More than 42%of users will take the baby to stay, and 26%of users will choose parent -child suite. Tree houses, family RVs, facing water viewing houses, half -mountain viewing houses and other special room types are more popular, especially in summer orders. "Enjoying the summer of the country" is the main reason why most users choose the farm. In addition to parent -child users, "Group Construction Accommodation" is becoming another major source of customer bases of rural high -end homestays. If the fake farm, Jiyuan Store received approximately 30 % of the total users of the total user in the reception group last year.

In terms of order repurchase and growth, the "word -of -mouth effect" has played an important role. "Many friends who will recommend their own, one resident has recommended 10 companies to come to our farm to do group construction activities." Li Fangmei, the director of Meiji Bamboo Hidden Camp in Nanchang, Jiangxi, said.

Policies blessing rural homestays The popularity of "planting grass" in the fields and places constantly

From the establishment of the "National Rural Revitalization Bureau" in 2021, to the 6 departments including the Ministry of Culture and Tourism in 2022, the relevant opinions of the "Cultural Industry Empowering the Rural Revitalization" were jointly released. Many rural homestays including fake farmers, including fake farms, have risen. According to Ctrip data, since July last year, the search volume of keywords of the "resort farmers" increased month by month. The relevant content of the farm in the Ctrip Station has accumulated over 300 million, and the number of likes exceeds 25 million. Video, graphic sharing and live broadcast channels have become the main channels for homestay enthusiasts to find, understand, and book rural homestays. In addition to the farmers' own popularity, with the influence of the platform and a series of marketing resources, the destination of the farm is also obtained from a strong online exposure. For example, in 2021, Ctrip jointly produced the variety show "Singing and Singing" was filmed in various scenic spots and farms in Jinzhai. The current show has exceeded 20 million.

In terms of the transformation and upgrading of rural homestays in the destination, the average fake farm has held training activities such as homestay talents such as B & B and other places in Jinzhai, Xinjiang, Xinjiang, etc. to help local homestay owners improve online operations and special activities planning planning. Wait ability. Do a good job of "planting grass" and digging in local culture, and it has also become the new normal of farmers in various places. From inviting paper -cutting, non -genetic inheritors of Lijiang Stone Painting to train farm housekeepers, to the twenty -four solar terms as the timeline, and digging the folk customs, cultivation, diet, etc. of each solar terms. Cooperate with the local cultural tourism authorities and farmers. With the theme of solar terms, farming, and heritage as the theme of fake farms, we have developed and implemented nearly 20 projects.

"In the past year, it has been taken root in the farmers in various places. In terms of driving rural tourism and promoting rural rejuvenation, it has initially showed its expected value." Sun Jie, CEO of Ctrip Group, said. While the homestay is developing rapidly, it is constantly giving back to the destination countryside. "

Responsible editor: Zhang Jiayi

- END -