Cross -provincial travel accurate "fuse" ｜ Copy "uncertainty" with flexibility

The "fuse" mechanism of cross -provincial tourism has entered a new stage of more accurate accuracy, providing policy certainty for the development of the tourism market. So, what is the market feedback from OTA (online travel institutions) and travel agencies? What are the experiences for the industry for reference?

According to the relevant person in charge of Ctrip, the opening of the inter -provincial travel brings immediate passenger flow to various places. On June 18th, the official announcement of the resumed Qinghai of the provincial tour, the hotel order volume increased by 174%from the previous month on the Ctrip platform, and the number of air tickets increased by 252%from the previous week. The opening of the Zhengyu high -speed railway is also worth the opening of Hubei across provinces, and the dual benefits have promoted the rapid rise in Hubei tourism. In response to the needs of cross -provincial tourism outbreaks, Ctrip has launched promotional activities such as "Hi Fei Festival" and "Summer Traveling Festival", covering a key decision -making period of summer reservations, and linking the government, destinations, airlines, hotels, scenic spots, etc. Activities, distributed ten million yuan of travel subsidies, and provided more preferential experiences for more users to grow grass -hearted travel.

According to data from the Donkey Mom Travel Network, the total number of orders for the reservation of summer tourism products on the platform increased by three times the month. Hainan, Yunnan, Xinjiang, Inner Mongolia, Shandong, Hunan and other provinces and cities have a higher popularity. The seaside resort hotel with special projects such as swimming pools, hot springs, and children's playgrounds continues to rise. Hotels are products that are more popular with vacation destinations and one -stop products to meet the needs of tourists.

"After the introduction of the new mechanism, we have increased the development of products such as high -level cities and counties as the destinations, and the development of products such as the" Hotel+Scenic Area "Resort Hotel+'. When a local point exudes the epidemic, it is adjusted to the surrounding destination products. Generally, tourists can accept it. "Said Zou Qingling, CEO of Donkey Mom Travel Network.

Under the influence of a series of tourism policies such as "melting" policy adjustment and stars of the domestic tourism, the reservation of China Youth Tourism.com cross -provincial tourism products gradually recovered, and the number of private group consultation reservations increased significantly. In terms of high -end trains, New Oriental Express and Hulunbuir trains still collect more than 100 passengers this year, becoming a star product that increased against the trend. In terms of outdoor camping products, "short -distance travel around the city+camping" products are loved by consumers.

The summer camp products of parent -child research also made good response, the dream architect's forest tree house with the theme of natural exploration, thinking training, and quality expansion, the 5th of the Stada Warriors of the Fire Teena, The most popular. As of now, nearly 10 regiments have been opened and have been well received by parents. In addition, the theme of the theme of natural research and cultural experience is also very popular. As a parent -child study tour product in the summer season, the Hulunbuir grassland parent -child research tour has risen rapidly in summer.

Xu Xiaolei, the chief brand officer of China Youth Tourism, introduced that as soon as the accurate "melting" policy came out, many provinces and regions immediately announced the resumption of cross -provincial tourism. China Youth Tourism Traveling Network seized this good policy, followed the market changes, increased the opening of cross -provinces and cities. Product supply. “在暑期到来之前，我们重点布局新疆、西藏、云南、西北、四川、内蒙古等热门旅游市场。针对疫情下消费者更注重出行私密性、灵活性，推出国内游私家定制团系列产品；针对国内High -end tourism demand, launching luxury train tours and cruise tourism products; for the strong demand for parent -child tourism in the summer family, launching a parent -child study summer camp series products; for the current outdoor camping market, the new release of the "travel camping home" brand, providing consumers with exquisite exquisiteness A series of outdoor camping products such as camping experience and outdoor equipment, "Xu Xiaolei said.

Speaking of the response experience under the uncertainty of the epidemic, Cheng Chaolong, chief researcher at the Tongcheng Research Institute, said that it should be accurate with flexibility, and the local epidemic "guerrilla", improving service guarantee and emergency disposal capabilities. The key.

"On the one hand, reduce the proportion of tourism and other products with a longer reservation cycle; on the other hand, with the local epidemic," guerrillas', wherever there is no epidemic, it will be quickly developed. Cheng Chaogong also mentioned that at the moment, it is the key to ease the concerns of the tourist's uncertainty about the situation of the epidemic situation and enhance the willingness to consume. "The major OTAs have adopted more flexible arrangements in terms of refunds and reform policies. For example, some of the latest time of non -destructive refund was shortened from 7 days before the usual line to 2 days before the trip. In terms of product structure, it has reduced the product structure. Some of the relatively compared 'heavy', some high -end lines with a longer resource preparation cycle and more high -end lines across cities have been reduced before the epidemic. The in -depth tour of private groups has increased significantly, and it is also very popular in the market. "

"At present, tourists are most concerned about two points: first, booking tourism products, but if the epidemic occurs in the local area, can you retreat? Second, what should I do if the epidemic occurs during the travel process? Gu Peng, the person in charge of the destination of the Niu Tourism Network Yunnan, said that for the first point, most of the current products on Tuniu's launch are based on pre -sale, "second appointment, and unsurremistic retirement". tour". In response to the second concern, OTA, including Tuniu, has continuously improved emergencies in recent years and has formed an increasingly complete emergency plan.

Gu Peng introduced that in July, the number of tourists on Yunnan on the Tuniu platform increased by 263%from June. Tourists were mainly middle and youth. The private group was the highest popular. Several families traveled together to become the mainstream. "In the design of private group products in Yunnan, we maximize the advantages of the private group to ensure the privacy and security of travel. Before traveling, the customer service will remind users to change the policy change. If the epidemic will properly adjust the travel plan. He will assist tourists to complete the local effective nucleic acid and three days and two inspections to do a good job of protection. In terms of product design, the in -depth gameplay is more abundant. This year, Yunnan has a high temperature. We have a lot of night tour experience in the product, such as Edition Na Na. The Six Kingdoms Nights Cruise in the Star Night Market, the Six Kingdoms in Zhuangxi Double Scenery, and the Botanical Garden Night Tour suitable for parent -child families. "Gu Peng said. Han Jie, the chairman and president of the China Youth Travel Travel Science and Technology, combined with the transformation analysis of the domestic tourism consumption wind direction, believes that travel agencies should keep up with the market development trend and respond in advance. The first is to keep up with the changes in market demand and consume the main consumer group "post -80s", "post -90s" and "post -00s" consumption demand and consumption habits as the main basis for product development and marketing, to create a multi -level product system, and for the future Tourism fully let go and meet the opportunity to consolidate the foundation. The second is to actively expand publicity positions, combine "live broadcast+short video" with community marketing, open up data, content, scene and other core product elements, and enhance product marketing capabilities. The third is to improve the quality of tourism services, use a unified and standardized service system, enhance customer travel satisfaction, and enhance customer stickiness.

▲ Cross -provincial tourists walk into the donkey mother tourism network in Xixi South Village, Huizhou District, Huangshan City

Zou Qingling also mentioned that the tourism booking platform cannot only stare at the sales and promotion of tourist routes. It can also rely on their own big data and tourist consumption habits and market trends to participate in the development and design of the brand and format of destinations. Since June of this year, Donkey Mom Tourism Network, Municipal City, and County have held destination promotion conferences, launched the theme characteristic lines for refined operation. For example, the Donkey Mom Tourism Network and Qichuang Tourism Group jointly released the new brand "My Heart and An is Huangshan", and launched the "Beautiful Summer to Huangshan" for 4 days and 3 nights to travel with the group tour, 2 days and 1 night free line, ascending summer Rihuang Mountain, listening to Songtao's ears, taste the beauty of ancient Huizhou, is welcomed by the market.

"China Culture News" on August 13, 2022

The 1st version published a special report

"Coping" uncertainty "with flexibility"

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Editor -in -chief: Chen Xiaoyue

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