Mid -Autumn Festival small holidays have a total of 60 % of the local and surrounding tourism, and the "Eleventh" accommodation has been robbed

12.09.2022

Number of this text: 2827, the reading time is about 6 minutes older

Introduction: It is quite interesting that the homestay has become the accommodation hotspot of the "micro -tour" during the holiday. Many tourists began to book the homestay and hotel accommodation of the "Eleventh" Golden Week.

Author | First Financial and Economics Le Yan

The Mid -Autumn Festival is close to the end. According to data such as Ctrip, Tongcheng, Tuniu, Donkey Mom, Flying Pig, Qunar, Malaysia, Spring and Autumn, and Tujia and other platforms, the popularity of Mid -Autumn Festival tourism reaches the peak of small holidays this year. Double -digit growth, Qingming and "May Day" increased by more than double.

In the context of the promotion of the holidays in many places, the Mid -Autumn Festival crowds are mainly composed of local and surrounding customers, accounting for more than 60 %. Local scenic spots, theme gameplay and rural homestay orders have increased significantly. According to Ctrip statistics, the TOP10 of the hot cities around is: Hangzhou, Guangzhou, Nanjing, Suzhou, Shanghai, Beijing, Zhengzhou, Hefei, Wuxi, Changsha.

It is quite interesting that the homestay has become a hot spot for the "micro -tour" during this holiday. Many tourists have begun to book the homestay and hotel accommodation of the "Eleventh" Golden Week.

Local tourism accounts for 40 % before the epidemic situation

The Tongcheng Travel Report shows that due to the length of the holiday and the epidemic in some regions, the travel radius of tourists in Mid -Autumn Festival this year has shortened the summer. During the Mid -Autumn Festival holiday this year, most of the local cities in the country's low -risk cities in the country and the surrounding tourism markets quickly heated up. Short -distance tourism and micro -leave have become the mainstream of people's Mid -Autumn Festival travel. During the Mid -Autumn Festival holiday this year, the average daily order volume of scenic spots increased by 159%over last weekend. Among them, the order weekly increased by more than 500 scenic spots with an increase of 200%or more. The average daily order volume increased by 60%over the last weekend.

According to the data of the Ctrip platform, since the epidemic, the proportion of local orders has increased year by year. From January to August this year, the proportion of local orders has increased by 44%in the same period in 2019. The same period of the year increased by more than 50 %. In this context, increasing the tourism rate and expanding secondary consumption have become the only way to the scenic area. Linking the tourism platform starts from product planning and research and development, and has become a more efficient way. Tickets and theme tours in the Mid -Autumn Festival are the most significant categories of the Dragon Boat Festival, with an increase of more than 40 %, showing the rigid needs of local activities, personalized experience, and market toughness. Among them, theme parks and camping products have increased their best, with 48%and 53%of the increase, respectively.

It is worth mentioning that the theme park becomes a new engine consumer engine, Shanghai Disney Resort, Shanghai Haichang Ocean Park and other theme park companies to achieve performance recovery. Taking Shanghai Haichang Ocean Park as an example, the company has created the world's first Ultraman theme entertainment area, and strategically invests in Botao. Shanghai Haichang Ocean Park Mid -Autumn Festival entered 106,000 passengers in 3 days, an increase of 2.6 times over the same period in 2021. This also makes the theme park annual card sales one of the highlights of local tourism this year.

According to the person in charge of Ctrip related business, in the past year, the number of parent -child annual card orders has increased by more than 20%compared with the same period of 2019, of which nearly 40%are the theme park annual cards, and 98%are local users. The "hardcore fan" group of theme parks has also grown. "Autumn You" related content search popularity continued to rise during the Mid -Autumn Festival, and increased by 342%in the same period last week. Gift of future travel has also become a fashionable choice. Overlapping doubles meet. Ctrip issued prepaid travel gift cards to get the peak of sales. The overall sales of the overall sales in the first month before the Mid -Autumn Festival increased by 104%from the same period last month. Sales increased by 273%month -on -month.

Analysis of donkey mothers, compared to small holidays such as "May 1st" and Dragon Boat Festival, the proportion of two generations and three generations of tourists in the Mid -Autumn Festival increased by about 30 %. The way to travel differently in different ages is different. After the 90s and 00, young customer groups choose to spend Mid -Autumn Festival in the form of "urban micro -travel". Whether you go to the popular neighborhood to take pictures and punch, camping, cycling in the city, and seeing the exhibition at the museum art museum are their passionate ways of celebration. The post -80s and post -70s parents are more inclined to enjoy the moon and experience the Mid -Autumn Festival folk activities with their homes.

Booking a trend 1 to 2 days in advance

First Financial reporter learned in the interview that in the past, the long holidays were prepared a few weeks or even a month in advance, but with the repeated epidemic conditions, tourists' habits have also changed. Many tourists are booked 1 to 2 days before the trip, which also allows tourists to change products and sales methods.

Flying Pig's release of the Mid -Autumn Festival holiday travel consumption inventory shows that, driven by local tourism, many young consumers choose to take their families and children to celebrate the holidays at high -star hotels, especially with high stars with play facilities, distance from the paradise or scenic spot. Resort hotels are even more popular. The amount of orders for the Mid -Autumn Festival increased by more than 4 times the same period last month. Among the camping consumer groups, the proportion of young users and the post -80s parent -child population accounted for nearly 90 %. It is worth noting that more than 50%of consumers choose to book Mid -Autumn Festival tourism products 1 day in advance, and consumers who book 7 days in advance account for less than 15%.

The big data of Malaysia Honeycomb Travel shows that "the moon viewing", "ancient style garden", and "outdoor activities" are the three keywords of the Mid -Autumn Festival holiday this year. Tourists' travel decision -making cycles have been shortened, and nearly 40%of tourists look at the destination of travel until the day before travel. "The epidemic has changed the pattern of the holiday tourism market. Local tourism and surrounding tourism have become mainstream, and our products and architectures are also adjusted. Generation Z has become the main force of tourism consumption. We continue to expand to meet the needs of young people. In the area, water projects such as pulp, canoeing, canoeing.

From the perspective of the long -term period, the client's early reservation period has shown a gradual shortening trend, and the uncertainty under the epidemic has suppressed the motivation of early ordering and accelerates the trend of shortening. In response to this, we launched the ‘2 days in advance” label and group tour products, and through the customer to enter the destination, we can immediately inform the nucleic acid code or the vaccination record is needed to pass.

We have also done a lot of work in the service, including the nucleic acid test arranged in the line, and provided help and refunding services in time when the epidemic was encountered. Guests have higher and higher demand for flexibility. For example, many business guests now want to arrange their own tourism services on the weekend of their business trips, and we have pushed the 'local group' section. Guests can join the favorite itinerary and team at any time, know other guests, and do not miss anything you want to travel. "Ctrip Tourism Group Team CEO Jiang Wen told First Financial reporter.

B & B warming up, tourists "grab" national celebration listing

According to the data of Tujia Homestay, the proportion of orders in village homestays in 2022 increased by 70 % compared to the same period last year. The number of people who choose rural homestays began to increase, and the transformation of this wind direction is more obvious in big cities.

The dazzling achievements of the Mid -Autumn Festival rural homestays are "front dishes", which also makes the upcoming National Day holiday full of expectations. According to the data of Tujia B & B, the number of homestay reservations during the current National Day has been the same as that of the Mid -Autumn Festival. Among them, the proportion of orders for rural homestays accounted for nearly half. Some people who did not order the house in the Mid -Autumn Festival simply "grabbed" the National Day listing. At present, people's travel methods are often decided, so there will be a new wave of orders in the next half months. Ideally, the number of homestay reservations in the National Day is expected to double the Mid -Autumn Festival.

Hu Yang, senior vice president of Tujia Hom homestay, believes that the current rural tourism has entered a new stage with rural homestays as the core. Consumers' demands for rural tourism have shifted from the past "sightseeing" to "vacation experience". "Market demand reverses the supply market to make quality upgrades. Therefore, when developing rural tourism in various places, the card of rural homestays is often first played because the homestay is suitable for the combination of local culture and the extension of new formats. Let the guests live in the homestay longer, they must expand more consumer scenarios, do innovative innovation, and achieve the destination of the homestay. This is the key to realizing the internal cycle of rural consumption. "

In terms of hotel accommodation, where to go, the data of the Mid -Autumn Festival shows the characteristics of holidays during the Mid -Autumn Festival holiday. Visitors are more inclined to book a holiday -type hotel with complete reservations and special room types to find a sense of holiday atmosphere in the Mid -Autumn Festival. House hotels and micro -leave are the keywords of Mid -Autumn Festival this year. Gaoxing Hotel's reservation proportion increased significantly, and the proportion of high -star hotels in 2021 increased by more than 20 %, and the proportion of medium -sized stars in the same period in 2019 was 40 %. More than 50 % of users who lived in the Mid -Autumn Festival chose to live for more than 2 days, of which the popular destination Changsha lived in more than 70 %, and the proportion of Nanjing, Wuhan, Shanghai, and Zhoushan reached nearly 60 %.

Many passengers have reserved high -quality hotels during the "Eleventh" Golden Week in advance. Special room types such as seascape houses, floor -to -ceiling windows, viewing, and hot springs have been snapped up. Where to go, as of September 12, some hotels show "Eleven" During the period, the house volume was tight, and the listings of some net red homestays from October 1st to 6th have been sold out.

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