There are counts on the cover 丨 This year's National Day "impromptu vacation": temporary decision -making, local exploration, and niche gameplay do you occupy?

Cover news reporter Zhang Yuexi

During the National Day holiday this year, in many places, it advocates local holidays.

On September 27, the reporter learned from the platforms such as Meituan, Volkswagen, Ctrip, and other platforms that during the National Day holiday, the popularity of local consumer formats such as scenic spots, hotels, play, catering, etc. 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. The "National Day Forecast Report of 2022" released by Ctrip also shows that short -range high -frequency, surrounding depth tours and quality tours have become the mainstream preference for consumers this year.

"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 book booked reservation time

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.

▲ 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. "

Data show that under the normalization of epidemic prevention, user travel decision -making time 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 platform survey questionnaire shows that the travel characteristics of "temporary decision -making" this year's National Day may 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

"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.

▲ Platform data shows that "local exploration" becomes the mainstream

According to the data of Meituan platform, 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 platform has increased by nearly two times month -on -month. The popularity of accommodation and search around the local area has increased by about 80%month -on -month. Among them, the Beijing -Cenage House and Shanghai Old Houses and other homestays with urban characteristics have 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.

90 % of users prefer "niche gameplay"

Treasures are heated and held up

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 platform shows: 90 % of users prefer "niche gameplay"

For example, during this year's holiday, young people urged various new outdoor activities in the city, especially the trendy movements such as flying disks, cycling, tail waves, kayaks, and waist flags. The Ctrip report shows that the search popularity of flying plates, kayakage, and cycling products recently increased by 50%, 74%, and 80%, respectively. Natural exploration, natural wild luxury, self -driving, hiking, photography, RV and other theme line products are loved by young people.

Public comment data also shows that recently, the relevant content browsing volume 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, Public Comment, Ctrip. 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. How do you prepare this year's holiday?

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