More segmented markets and more thoughtful services | Inventory 2022 summer tourism new wind direction

1

Data analysis

Summer travel parent -child travel self -driving tour to make summer main players

Lian Xiaofang

▲ Parent -child family in the summer vacation to play Tuziu in the homestay

The China Tourism Research Institute's "Tourism Hot Report in the First Half of 2022" shows that under the normalization of the prevention and control of the epidemic, the distribution of the national hotspot destinations and the source of customers is highly heavy, mainly based on cities and provinces. This trend continued during the summer.

The "doll" demand is concentrated in the summer. Most families choose to pursue higher -quality leisure vacation services in valuable parent -child time. Fang Zeqian, an analyst at the Ctrip Research Institute, said that this summer's parent -child travel market mainly shows: short reservation cycle, strong travel privacy, and safety factor requirements. From the perspective of consumption habits, the consumption concepts after "80" and "90" are more advanced, and they have a soft spot for customized, good quality, and good -service tourism products. According to Ctrip related data, parents are most willing to spend money after the summer "80". Parent -child orders after "80" spend more than 37%higher than "90". The release of parent -child travel needs will undoubtedly play a strong role in promoting the rapid recovery of summer tourism.

The continuous high -temperature "steaming baking" mode has spawned the hot summer heat tour. According to Tongcheng travel data, since July, the search volume with "summer avoidance" as the keyword has risen significantly. The popularity of hot summer cities has increased by 38%month -on -month. The number of theme park orders increased by 29%month -on -month. Zhang Mingyang, a senior researcher at the Tongcheng Research Institute, introduced that the domestic tourism market showed high toughness in the summer. The market has a rapid "V" -shaped rebound. Many domestic destinations, scenic spots, and hotels have ushered in the peak of summer passenger flow.

Summer night tourism has risen rapidly. According to Ctrip data, in the past 5 years, the number of ticket orders in the night tour area during the summer vacation is 120%higher than the usual average daily order. Taking the data in July this summer as an example, the number of ticket orders in the night tour area increased by 138%month -on -month, and the number of travelers increased by 165%from the previous month.

In the Malaysian Honeycomb Community, "Summer Summer" has become a hot theme. Since July, the average number of "summer" related search heat has increased by more than 100%. Playing water and nightlife has become a keyword for young people this summer. It is worth noting that, driven by the graduate travel army after the "00", this year's summer travel market's niche summer destination has increased significantly. The most watched niche summer resort was topped this summer, and Anji and Enshi followed closely.

The car rental self -driving tour market runs "acceleration". According to Ctrip car rental data, as of now, the number of self -driving tourism orders for summer rental car achieves a double -digit growth year -on -year, an increase of 152%over the 2019 epidemic. At the same time, due to the extension of the average car rental time of orders, the per capita rental cost increased by 18%compared with last year. This summer, the average car day (the length of the car rental of each order) increased by 5.5%year -on -year. Among them, the number of users of car rental traveling for 2-3 days is the largest, accounting for 38%; users with 3-5 days of car rental account for 18%; users with more than 5 days have reached 21%. It is worth mentioning that the searches such as seven and 9 -seater such as family travel are more popular in summer than daily. Children's safety, comfort, and convenience have become the focus of self -driving travel. Models with child care such as life signs monitoring and safety locks are favored by families.

Emerging tourism forms have become a hot choice for consumers. Flying Pig data shows that Liupanshui, Jilin Changbai Mountain, Hebei Beidai River and Chengde Summer Hill, Inner Mongolia Hulunbuir and other places are popular summer targets. Compared with water sports such as diving, surfing, and sailing, the technical threshold and entry costs of rafting are relatively low, so it has become a hot outdoor sports for summer. According to the Tuniu data, the major domestic drifting scenic spots in the summer ushered in the upsurge of play. Among them, the Gulongxia rafting of Qingyuan, Hangzhou Tongluhuyuan River drift, Changzhou Maoshan Forest World jungle rafting, Luoyang Songling bamboo drift, Hangzhou Lin'an Longjing Gorge drift, etc. The popularity of the drifting victory is high.

According to data from donkey mothers, in the summer, the tourism popularity of destinations in Huangshan, Hangzhou, Suzhou, Hefei, and Wuxi have risen significantly. Taking Huangshan as an example, in the random survey of the Donkey Mom Travel Network, it was found that after visiting the scenic spot, tourists paid special attention to related content such as Hui cuisine, boutique homestays, and beautiful villages. When buying tourism products, the highlights of these lines often become a key factor for tourists to place orders. Especially in recent years, wearing Hanfu to punch in has also become a major feature. In the new media background of the Donkey Mom Travel Network, tourists with such demand account for 40 % of Huangshan Tourism.

2

Tourism company

Take the initiative to open a market segment as an innovative service

Lian Xiaofang

▲ Cattle Line tourists participate in the ripar team to build project Tuzi Bull Conferry

This summer, tourism companies have increased their product innovation in response to these groups of people, and continuously update product types around summer parent -child, research, graduation travel and other market segments. Taking camping as an example, activities such as the treasure hunting experience, fishing experience, fun sand painting to outdoor BBQ, open -air movies and other activities have added fun to parent -child camping. Camping+paddle board, camping+summer camp, camping+hotel and other rich "camping+combination" types have become the mainstream choices for parent -child families. In recent years, major domestic water parks have continued to optimize the entertainment experience and service quality, and continuously integrate diverse gameplay such as music festivals and fireworks festivals. Relevant person in charge of Tuniu said that among the many water entertainment products launched on its platform, the tourism popularity of water parks, water world and other scenic spots is the highest. , Theme parks, theme commercial streets, high -end hotel clusters and other comprehensive leisure and vacation destinations, such as eating, housing, and entertainment.

This year's summer car rental self -driving tour also ushered in the peak of the year. With the concentrated outbreak of the provincial tourism during the summer, the mileage of tourists is getting farther and farther. "In order to meet the needs of different types of users to pick up cars, we continue to strengthen the investment in cross -business crossing. Due to the platform characteristics of long -distance tourism users in different places, the cross -crossing effect of air tickets and car rental is the most significant. It is also actively exploring cross -sales of hotels and destination tourism products and car rental. "The person in charge of Ctrip's car rental marketing growth said.

As a powerful measure to boost consumption and activate internal circulation, the night tour economy is entering the stage of exploring high -quality development. According to data from the China Tourism Research Institute, more than 200 cities in the country have launched night tour lines, night performing arts, and performances such as night cultural tourism revitalization plans. During the summer vacation, many cities also launched different night tour products in their respective iconic scenic spots.

The reporter found in the interview that many scenic spots draw nutrients from local history and let invisible culture integrate into a tangible experience. In the ancient town of Tongguan Kiln in Changsha, tourists can watch the passionate iron performance performance and harvest non -remaining experiments; they can also reflect lanterns and moonlight at night, sitting on a shake boat to feel the romance of summer nights. In Suzhou Huqiu Mountain, in the summer, it also revolves around the historical humanities and festivals of Huqiu, with the help of light and shadow technology, drone performance, and 3D MAPPING Tower Shadow Show to combine art and technology to reproduce the grand occasion of the people in the Ming and Qing dynasties. Shen Jiayi, a senior researcher at the Strategic Research Center of the Ctrip Research Institute, believes that the cultural core of shaping the night travel product is a problem -solving idea, which also includes the concepts of innovation IP culture and historical culture.

▲ "Blue Star Team · Haikou Mech Parade" scene at the scene of Haichang Ocean Park Photo Conferry

"Under the role of circulating consumption upgrades, the night economic product pattern is being reshaped, and it is gradually transformed from single entertainment products to comprehensive and diversified business ecosystems." Zhang Jianbin, executive president of Haichang Ocean Park, said that in order to cater to consumers from " The demand for "heavy content" to "heavy experience" has changed, and Haichang Ocean Park actively expands the night economic boundary, launched the nine major upgrade gameplay in the summer to create a "younger, more interactive, more entertainment, and more immersed" product matrix, which is effective Push the night economic development.

The reporter found that in the summer tourism market, "small grouping" and "short -flat" tourism products became broken points. In order to control the uncertainty of travel and accommodation, many tourism companies intentionally reduce the number of tourist destinations and the number of players in the tourist destination when designing products, strengthen single -point in -depth tourism, and make early preparations in early aspects of emergency services.

In the context of the normalization of the epidemic prevention and control, compared with long -term products, it is more likely to be affected by external factors. The small group tour has the flexibility of "the boat is good". In the opinion of Zhou Weihong, deputy general manager of the Spring and Autumn Tourism, the trend of small grouping is a "two -way go". Higher expectations. Therefore, in terms of tourism products, the elements such as food, culture, and art have also been added to the tourist route. From a single scenic tourist tour to multi -blooming and immersion experience, in -depth products are becoming more and more popular with tourists.

3

Policy measure

Multi -party guidance support stimulates market vitality

Zhai Qun

Facing the influence of the new crown pneumonia's epidemic, this year, from the central government to the local area, a number of policies for helping the cultural travel industry have been introduced, and blood transfusion and blood for related companies have been continuously transformed. According to incomplete statistics, as of now, more than 20 provinces across the country have issued consumer vouchers in multiple fields, with a cumulative amount of over 10 billion yuan, and the amount of consumer vouchers in the Chinese tourism field has reached billions of yuan. Thanks to the continuous efforts of rescue policies and measures, and the implementation of the prevention and control of normalized epidemics, with the support of multi -party efforts, the hot tourism popularity in the summer is significantly rebounded.

Since July, tourism consumption activities have been opened in many places, and tourists have provided tourists with better, convenient, and comfortable consumer experiences. Sichuan launched the "Anyi Sichuan · Happy Midsummer" culture and tourism consumption season. In the province's 21 cities (states) "one game of chess" linkage. During the consumption season, nearly a hundred financial institutions in Sichuan Province provided 200 million yuan of cultural tourism consumption funds. More than 30,000 cultural tourism companies have launched ten major consumption rights and interests of scenic spots, literature and art, travel, shopping, accommodation, and food.

The "Silk Road Sea Tide" Guangdong Cultural Tourism Passport Activities As a brand project launched by the Guangdong Provincial Culture and Tourism Department in order to seize the summer consumption window period, Jina three cities in western Guangdong -Zhanjiang, Maoming, and Yangjiang have a total of 10 cultural travel punch points. Conform to the new trend of cultural tourism consumption, promote the continuous upgrading of culture and tourism consumption, and enrich the supply of cultural and tourism products. According to the relevant person in charge of the Henan Provincial Department of Culture and Tourism, under the premise of coordinating the prevention and control of the epidemic and economic operation, Henan focuses on the idea of ​​"student travel traction summer tour, small hands pulls big hands, driving the entire industry chain consumption", and strives to promote openness and opening up. , Summer Consumption to benefit the people, publicity and promotion series combination boxing. At present, the province's cultural tourism market has returned to the same period in 2021.

At the grassroots level, the competent authorities in various places in various places have brought about new changes brought about by the epidemic consumption psychology, consumption behavior and consumer demand. They will make efforts to guide, standardize, and serve cultural tourism enterprises on the supply side, and optimize and enrich summer tourism products.

In 2021, when General Secretary Xi Jinping inspected Qinghai, he gave Qinghai a major historical task to create an international ecological tourism destination. According to Ang Zhi, the party secretary and director of the Cultural, Sports Tourism, Radio, Television and Television Bureau of Huangnan Tibetan Autonomous Prefecture in Qinghai Province, Huangnanzhou made efforts to promote the transformation of cultural tourism resources into a cultural tourism, and brighten the "Western Western Shengjing Shen Yun Huangnan" brand, driving cultural tourism tourism The off -season of consumption is not off and the peak season is stronger. "In response to summer tourism, we focus on the needs of the masses to travel, carefully planning to adapt to the characteristics of young people, rich connotation, diverse types of line products, and launch a number of boutique lines suitable for adolescents such as natives and relics to travel, and make rural tourism as young people's life. , Learn and grow new ways. In the process of guiding young people, you can appreciate the beautiful scenery and experience the outstanding results of the rural rejuvenation in the new era. People, tourism revenue of 667 million yuan, "he said.

Under the premise of preventing and controlling the epidemic, Huang Nanzhou actively went out and held a "sitting on the subway to visit Huangnan" in Tianjin. Tongren City held the Ganqing Tourism Promotion Conference on June -Tibet Township outside the province to show the unique and beautiful scenery. In the summer, in the week of June alone, there were more than 200,000 tourists from Tongren City.

According to Lu Yan, deputy director of the Cultural Sports, Sports, Radio, Television and Tourism Bureau of Changshu City, Jiangsu Province, on July 23, Changshu held the opening ceremony and live broadcast of the 2022 Yushan Culture and Shajiabang Tourism Festival · "Jiangnan Fudi Yucheng Cloud GO Festival". The Douyin platform and the new media matrix have carried out a multi -point interactive live broadcast to effectively release the potential of urban cultural tourism consumption. Through the "1 main live broadcast room+20 literary brigade diversion live room+4 live broadcast live room" connection interaction, the Douyin platform posted a total of 487 videos on the same day, opening 45 live broadcasts. Using anchor as the host, the auction as the director, and the gold medal tour guide, multiple promotion of the "fine" triangle, lower costs to achieve a multi -point interactive connection live broadcast, which has formed effective publicity and promotion to the resources of Changshu Cultural Tourism.

expert's point

Summer tour shows four major trends

Wu Liyun Ling Qian

Since the beginning of this year, the adjustment of the epidemic prevention and control policy and the joint promotion of consumption promotion policies in various places, the summer tour has rebounded strongly, ushered in the first wave of tourism in 2022. On May 31, the Ministry of Culture and Tourism will narrow the administrative unit of the "fuse" policy of cross -provincial tourism from the provincial unit to the district and county level; on June 29, the Ministry of Industry and Information Technology announced the cancellation of the "Star" mark of the communication card card; The release of the precise epidemic prevention and control policy has created a better environment for the development of the tourism market. At the same time, more than 20 provinces and cities including Beijing, Zhejiang, and Yunnan issued tourism consumption coupons to actively promote the release of tourism consumption. Under the promotion of multiple policies, the summer tour has grown rapidly and shows four major trends.

From the perspective of travel areas, the western region is a hot area. Xinjiang, Yunnan, Tibet and other western provinces have become the fire -explosive area of ​​summer tour. Affected by the beautiful natural scenery, unique cultural folk customs, and a relatively stable epidemic prevention and control situation, many provinces and cities in the west have become the focus of summer tourists' attention. Visitors in multiple hot spot scenic spots have exceeded the same period of 2019.

Judging from the way of travel, self -driving and special columns have attracted much attention. Based on safety, freedom, and convenience, more and more tourists tend to travel by car. According to Erici's consultation data, 64.9%of the people tend to travel by driving after the epidemic is normalized. Summer self -driving in the summer has become a explosion point, and from the Duku Highway to the Qinggan Da Ring Line, it has become a self -driving road section of fire. At the same time, the tourism line has also become a major feature of this summer. Yunnan, Heilongjiang, Hubei, Qinghai and other places have opened special tourism lines, forming a number of specialized brands such as "Train Tour West" and "Martial Arts Tourism · Shennongjia".

From the perspective of traveling companions, parent -child and classmates are the most common. Summer is the peak period for parent -child travel. Taking a baby to travel has become the norm of family tour. In June this year, the popularity of parent -child travel search on the Tongcheng travel platform rose 100%; the Ctrip platform in July parent -child travel orders accounted for 30%of the overall order in July Essence At the same time, "graduation travel", which is characterized by junior high school and high school graduates, rose 300%.

Judging from the content of the travel, the hottest and leisure products are the hottest. Going north to south and south is a major characteristic of summer tour. The three provinces of Northeast China, Guizhou, Yunnan and other places have become hot spots in the summer. Leisure experience products such as seaside tour, theme park tour, online celebrity punching tourism have attracted more attention.

(Author unit: Beijing Second Foreign Language Institute China Culture and Tourism Industry Research Institute)