Meituan released the National Day Travel Report: "In impromptu vacation" became a new trend, and the number of local surrounding tour search rose 440%

During the National Day holiday this year, in many places, it advocates local holidays. On the Meituan platform, the searches of local consumer formats such as scenic spots, hotels, fun, catering, etc. have risen.

Compared to the one -week or even half month in advance to formulate travel plans, this holiday is more inclined to find a good place to find local surrounding leisure vacations within 3 days before traveling. Based on the characteristics of "temporary decision -making, local exploration, niche gameplay", "impromptu vacation" will become a new trend of the National Day holiday.

"With the upgrading of various business formats, the flexibility and exploration desire of people traveling are getting stronger and stronger. Leisure and vacation and local life needs are moving towards integration. Consumers have tapped the rich supply of local platforms to obtain a diversified life experience. This will also be effective for the formation of the National Day holiday consumption. "Special researcher Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences.

Time to reservations for travel, more than 50 % of users will "temporarily decide"

The user's National Day investigations initiated by Meituan showed that more than 50 % of users would choose to temporarily formulate plans within 3 days before traveling.

▲ Meituan platform data shows that more than 50 % of users will "temporary decision -making"

Ms. Wang, who works in Hangzhou, has made a journey plan a month in advance every year during the National Day holiday, but this time she decided to wait for it. "This year, it is promoted to be on the spot, and we don't want to be too tossing. We may temporarily consider how to arrange, and have an impromptu and relaxed holiday." Ms. Wang explained.

There are not a few people who have the same ideas with Ms. Wang. Mr. Fu, who is engaged in the advertising marketing industry in Shanghai, said in an interview that he would arrange the National Day itinerary through the "fake" manner in advance, but this year he planned to disperse the holidays this year. The same way of playing. "

According to Meituan data, under the normalization of epidemic prevention, the time of travel decision -making has been significantly shortened, and the "temporary" characteristics of travel during long vacations have become increasingly obvious. Taking the May Day holiday in 2022 as an example, the proportion of orders generated within three days in advance increased by about 20%year -on -year, and the proportion of orders scheduled on the day was the highest. The questionnaires show that the characteristics of "temporary decision -making" this year's National Day will continue. From September 28, tourism categories such as accommodation, scenic spots, and transportation are expected to usher in a new reservation small peak.

There are many leisure vacations, and "local exploration" becomes the mainstream

In order to respond to the requirements of the holiday, the radius of the user's travel also shortened. Seven % of users in the survey said that this year's National Day will choose to travel in the province and the city. Local leisure and vacation demand will help many types of local consumption during the National Day.

▲ Meituan platform data shows that "local exploration" has become the mainstream

According to Meituan data, one week before the holiday, the search volume of keywords such as "local tour, surrounding tour" soared 440%month -on -month. Beijing, Shanghai, Nanjing, Suzhou, Guangzhou, Chengdu, Shenzhen, Hangzhou and other cities have increased significantly. Among them, the target category with the highest popularity of users is attractions, parks, museums, hot springs, and zoos. Taking Beijing as an example, the most concerned during the National Day is the Palace Museum, Beijing Global Resort, Beijing Happy Valley, Gubei Water Town, Beijing Zoo and other destinations.

Many high -end hotels and homestays also have destination attributes, which has a significant impact on user travel decisions. Recently, the reservation of hotel packages on the Meituan platform has increased by nearly two times the previous month. The popularity and search heat of the local area increased by about 80%month -on -month. Among them, the Beijing -Court House and Shanghai Old Houses and other homestays with urban characteristics increased by 213%.

"I couldn't go away this year, and I planned to take my family to travel through the way of stating Yunnan and Xinjiang cuisine." Mr. Song in Beijing told his plan. Many people's National Day arrangements will be carried out around "eating", and various restaurants will be collected and punch in various restaurants during the holidays. Search data for Volkswagen comments must be eaten. The categories of skewers, Korean cuisine, Yunnan cuisine, Hainan cuisine, and Shaanxi cuisine have recently received the highest attention.

Many people plan to experience all kinds of popular new formats during the holidays. The recent search popularity of immersive entertainment projects such as script killing and secret rooms has recently risen. The golden week of popular merchants in first -tier cities will become "popular goods". In order to welcome the peak season of the Eleven Playing Le, Meituan and the crazy drama system jointly created the digital script "Diet", which was launched before the holiday. At present, it has risen to the first place in Meituan's "soaring script list".

For parent -child families, "how to walk a baby" also needs to be on the agenda. With the concept of young parents' baby walking from "baby -centered" to parent -child music, paying attention to self -feelings, during the eleventh period, parent -child outdoor camp activities and new parent -child comprehensive parks will become the parent -child recreation method preferred by the post -85th and post -90s parents. Essence In addition, Meituan will launch the "Parent -Child Parent -Child Parent -Child Shop in Eleven" activities in Beijing and Shanghai to select restaurants that are suitable for holiday parent -child to go and have preferential packages.

Ninety percent users prefer "niche gameplay", and treasures are heated

Based on the general trend of local exploration, the niche gameplay and treasures of cities and surroundings have received widespread attention from people. In the survey of user surveys, 90 % of the users said that "more than the popular places and people are looking forward to the goal and gameplay", the main reason is "more exploration and fun."

▲ Related data on the Meituan platform shows that 90 % of users prefer "niche gameplay"

Data from public comment shows that recently, the relevant content browsing of "niche, unpopular, few people go well" has increased by 200%month -on -month. Come to nature, come to impromptu vacation, has become the first choice for many people to avoid the crowd. In the public comments, the searches such as "country park", "camping", "climbing", and "paddle board" have increased significantly. In cities, users are also digging "new tricks in old places" through online platforms such as Meituan and Public Reviews. The drunk Xilou · Guofeng Tea Club in the old house in Shanghai, not only the theme performances such as Suzhou Bullet and Guzheng, but also providing an immersive afternoon tea experience for "Hanfu replacement"; under the guidance of professional pilots in Beijing's control flight base , People can simulate the experience of driving Boeing 737. In addition, the botanist laboratory that can drink the special plant, the Ming Dynasty night market restored by 2,000 square meters, the multi -in -one sports hall that can play wind caves and skiing, and the treasure shop of the alpaca to see the starry magic ... The searches of unique shops during the National Day also ushered in a sharp rise.

It is reported that before the National Day, Meituan will also launch the "M Chao" channel on Beijing and Shanghai. As a novel -facing tide store IP for young people, this channel will be based on the real consumption evaluation of users to discover all kinds of novelty, unique and trendy trendy trends. Eating and drinking offline to help users find a different place with the public.

Lu Mengxi, dean of the Meituan Cultural Tourism Research Institute, believes that more and more citizens are looking for "poetry and distant" at their doorsteps, and "impromptu vacation" has become a new trend. Relying on the "Meituan fun list" and "M chao" formed by the real evaluation, local travel service products are connected to the supply of treasures and concentrated on showing the popular places in the season, which will help more consumers to unlock new gameplay around the city.

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