Tourism "summer gear" ready to go

July, around the university, middle and elementary school students will usher in the summer time. As a rule, the tourism market will open a busy "summer file" - graduation travel, family tour, study tour have on-line.

Summer travel will be high

Not long ago, the Dragon Boat Festival holiday, China's tourism market showed an orderly rebound trend, the strong release of consumer demand to enhance market confidence. There are views in the industry that the Dragon Boat Festival holiday may become a turning point in the operation of the tourism economy in 2022, and for the summer and the second half of the tourism economic operation to lay a stable to good, good to excellent market foundation.

"College, middle and elementary school students will usher in the summer vacation, and now the summer tourism market has been launched, the 'summer gear' to drive the tourism market to accelerate the recovery of the momentum is strong." Where to go travel network CMO Huang Xiaojie said. Data to support her judgment, where to travel network big data show that from June 1 to 15, the national hotel bookings than the second half of May ring more than doubled; nearly a week, the summer air ticket bookings ring than the previous week increased nearly three times, scenic spot ticket bookings rose to nearly 60%.

June 9, Ctrip released data also shows that in recent weeks, the summer air ticket orders increased by 162%; hotel orders increased by more than 50%. "The arrival of the summer makes more young groups, parent-child family travel will be high. The recent improvement in the epidemic situation is superimposed on favorable policies, and the growth data of each business in recent weeks point to the rebound of the summer market." Ctrip Research Institute industry analyst Fang Zexi said.

Cheng Chaogong, chief researcher of the Tongjun Research Institute, said that a series of policies to promote consumption covering the field of culture and tourism consumption have been introduced everywhere, both in terms of strength and breadth of coverage are unprecedented. "Promote consumption policy on the one hand will directly pull consumption, on the other hand, can set off a round of consumption boom in the social level, re-activate the consumption enthusiasm suppressed by the epidemic." At the same time, he said, " The biggest adjustment in the tourism industry epidemic prevention and control policy is the implementation of the inter-provincial tour meltdown mechanism is narrowed from the provincial level to the district and county level, thus avoiding the summer of 2021 multi-provincial market at the same time meltdown, which will become the policy level of this year's summer tourism market is more direct support."

Multiple measures to stimulate consumption

A few days ago, Wuyishan City, Fujian Province, announced that from June 18, 2022 to December 31, 2022, in the strict implementation of the epidemic prevention and control work under the premise of the main scenic area of Wuyishan to the national tourists free of admission. In addition, for the summer tourism market, Wuyishan City also launched a number of boutique tourism products and lines, including nature, culture, science and technology and other 7 types of study products.

In order to effectively stimulate the recovery of the tourism consumption market, the recent Fujian Xiamen Gulangyu Island, Shanghai Haichang Ocean Park, Hunan Zhangjiajie, Shaanxi Huashan, Jiangxi Lushan, Jilin Changbai Mountain, Guizhou Huangguoshu Waterfalls and other well-known tourist attractions to open the ticket-free activities; there are a considerable number of scenic spots launched for students, local residents, medical workers, such as ticket-free or other preferential policies; Yunnan, Hainan, etc. also through the issuance of various types of cultural and tourism tourism. and other places also through the issuance of various types of cultural and tourism vouchers to stimulate consumption ......

Ctrip travel network data show that, as of now, the Ctrip platform Zhangjiajie National Park 0 yuan ticket cumulative sales of nearly 4,000 tickets in June so far, the overall volume of tickets to enhance 667%; Mount Lu scenic area since June 6, the implementation of free admission policy, the initial Lushan Scenic Area has received 53,800 tourists in the first three days, effectively stimulating the market recovery.

Fang Zexi said, the importance of the summer market for the scenic area is self-evident, free tickets and other preferential policies can not only enhance the attractiveness of the scenic area and the value of the word of mouth, to help the scenic area to actively strive for tourists, but also promote the scenic area food and beverage, peripheral, ground transportation, and other secondary consumption, for the scenic area to bring revenue growth. "Under the background of 'going to the ticket economy', scenic spots accelerate the transformation to diversified and open leisure resort, improve the ability of innovative marketing and high-quality service, and is also the trend of its own iterative development."

Aiming at the summer market and responding to the needs of tourists, major online travel platforms have recently launched summer marketing campaigns. Currently there are nearly 500 scenic spots through Ctrip on-line preferential products, and promote local cultural and tourism subsidies and scenic area concessions, this round of concerted efforts to stimulate the recovery of the tourism market has covered 26 provinces, autonomous regions and municipalities, such as Anhui, Fujian, Guangdong, etc.; Flying Pig travel network to start the "618" promotion, participating in the promotion of the number of goods year-on-year doubled. "Many popular package goods further expanded the reservation space, with dates covering summer vacation and weekends, and some merchants also introduced the promise of no price increase for summer trips, further stimulating consumers' desire to land a trip plan." The "618" program of the Flying Pig is responsible for the Shu Chen said.

Parent-child study pulls recovery

"Every summer and winter vacation, I will enroll my children in the study group, the children can play and learn, through the team teacher explains, hands-on participation in the production of the links, to understand the story behind the famous monuments and cultural relics, which allows the children to the country's long history of a perceptual understanding. understanding." Zhang Xiaolei, who lives in Beijing's Fengtai District, said that she intends to book a study tour for her children to visit the Palace Museum during the upcoming summer vacation.

Summer is the peak consumption of study tours and parent-child tours. Ctrip study tours responsible person introduced, this year's parent-child study tours and summer camp products than in previous years in the team size is more delicate, small group travel accounted for the majority; travel more diversified, including caravan tours, SUV car travel, etc.; the theme of the study activities is more clear, such as desert hiking, stargazing and other themes more popular with parents and children's family welcome, history, humanities, such as museums, the Silk Road, science and exploration, such as watching the rocket History and humanities, such as museums, the Silk Road, scientific exploration, such as watching rocket launches, and other products have continued to rise in search heat recently. In view of the confidence in the summer parent-child tour market, Ctrip's study tour business online hundreds of parent-child and study tour itineraries, the number of products is 1.5 times the number of products in 2019, of which children traveling independently accounted for 46% of all products, and parent-child travel accounted for 54%.

Huang Xiaojie introduced, from the supply side and market research, this year's summer vacation product type of study and volunteer sales increased at a higher rate. Research products consumer groups mainly to primary and secondary school students, the main museum class research, nature camping hiking class; for high school students, the main "volunteer + travel", such as the production of Tibetan incense, water quality testing, Tibetan culture and language classroom, Sheep Lake garbage cleanup, thangka drawing, and so on.

Cheng Chaogong judgment, this year's summer tourism market demand for short- and medium-term parent-child tours will be the main force, especially around the parent-child tour demand is expected to usher in greater growth. The recovery of the demand for parent-child tours constitutes the "engine" for the stable recovery of the entire summer tourism market, which will drive the demand for family tours and play a strong pulling effect on the recovery of the overall passenger flow.

He said that since the outbreak of the epidemic, the domestic tourism market has emerged a colorful new consumption hotspots, from the script to kill the gaming hotel, to the recent camping fever, showing the huge potential for consumer diversification. "It is expected that new consumption hotspots in this year's summer tourism market will still occupy an important position, colorful night tour market, weekend micro-vacation, rural tourism, residential summer vacation, etc., will add a lot of bright colors for the entire summer market."

Zhang Xue