At the end of the last holiday in the first half of the year, the public's enthusiasm for travel and the industry's expectations of the past year, the industry has been hit by the gradual departure from the "trough", not only from the number of travelers, but also from the tourism revenue and structural changes in the industry, and other aspects of a deeper level.
According to the data released by the Ministry of Culture and Tourism on June 15, the comprehensive cultural and tourism departments around the world, communications operators, online travel service provider data, measured by the Ministry of Culture and Tourism Data Center, the Dragon Boat Festival holiday three days in 2021 (June 12-14), the country's domestic tourism 89,136,000 trips, according to the comparable caliber year-on-year growth of 94.1%, according to the comparable caliber, the number of people in the country's domestic tourism, the number of people in the country's domestic tourism. caliber recovered to 98.7% of the same period before the epidemic. Realize domestic tourism revenue 29.43 billion yuan, an increase of 139.7% year-on-year, recovering to 74.8% of the same period before the epidemic.
The tourism industry's "hematopoietic function" restored
From the second half of last year with the gradual liberalization of restrictions on the movement of people, tourism travel activities from the previous drastic reduction gradually began to rebound, and brought several rounds of growth peaks to the industry and enterprises. But behind this on the one hand is the industry enterprises in the huge losses through a number of substantial transfer of profits and even "loss-making" way to hope to re-activate the market; on the other hand is the people in a long period of time travel restrictions " On the other hand, it is the people's "revenge rebound" after a long period of travel restriction "untying". Compared with the pre-epidemic period, although many data is good, but in fact to the tourism and travel-related enterprises to really bring the actual benefit is not much. But with the gradual normalization of the social order of production and life, from the end of last year to the first half of this year, a few public holidays really began for the industry and enterprises to restore the "hematopoietic function" to produce a role.
From the data released by the relevant enterprises, it can also be seen that in the case of international tourism has not yet restarted, the domestic tourism market has begun to recover a good trend of recovery or close to the level before the epidemic.
The hotel guests' consumption pattern is also quietly changing, and the hotel began to "go up" similar to the high quality of the B&B become the first choice, the high-end B&B of the travel group in the total sales accounted for more than 30%.
Online travel platform statistics better reflect the overall trend of the industry, according to the Tongcheng Tourism and Tongcheng Travel in June 14th released the Dragon Boat Festival holiday travel report data show that during the holiday, the Tongcheng travel platform transportation, hotels, attractions tickets are compared to the same period last year a substantial increase in the number of orders, including transportation orders compared to last year's Dragon Boat Festival holiday rose by 52%, the number of orders for hotels rose 69%, scenic spot tickets orders compared to last year 69%, scenic spot ticket orders rose 38% year-on-year.
The largest domestic online travel service provider Ctrip released the release of the "2021 Dragon Boat Festival Holiday Travel Data Report" (hereinafter referred to as "the report") also shows that this year's Dragon Boat Festival platform overall orders increased by 83% compared to last year, of which tickets, car rental, theme tours and other business has exceeded the same period in 2019 level, an increase of 87%, 15 percent, respectively, compared to last year. Year-on-year growth of 87%, 153% and 171% respectively. Peripheral leisure, self-driving travel, theme play has been increasingly recognized by tourists.
Diversification trend
Compared with the previous monotonous pattern of domestic tourism, the domestic tourism program in recent years has begun to show a diversified trend, which is actually also catering to the changing needs of travelers.
Ctrip's "report" shows that compared to the May Day Golden Week long line travel, Dragon Boat Festival holiday, around the tour became more than half of the tourists to choose. 80, 90, 00 is still the main force of travel, high-speed rail around the tour became a popular choice. In addition, the net red city, net red hotels, net red play triggered by the card fever, driven by the travel experience in the direction of personalized, thematic development.
According to the statistics released by the online travel platform Where to go, niche travel destinations have become the most popular destinations during the Dragon Boat Festival holiday because of their "not piling up" advantage, and the booking data for the Dragon Boat Festival and Ching Ming holiday trips on their platforms is basically the same, but Lanzhou, Gansu, Yili, Xinjiang, and other cities have become the most popular destinations during the holiday. But Gansu Lanzhou, Xinjiang Yili, Fujian Quanzhou, Hainan Wanning and Qinghai Haixi several niche travel destinations booking volume over 2019 more than 1 times. Entering June, the northwest region opens the most beautiful time of the year. The lavender in Ili enters the most beautiful time, and the golden lotus flower in Kanas enters the blooming period, and the booking volume on the platform of where to go during the Dragon Boat Festival in Ili and Altay has increased to 2.5 times compared with 2019. In addition to Xinjiang, the growth of people in Haixi, Qinghai to see the Chaka Salt Lake is also more than 2 times.
With the increasing abundance of cultural and creative products from museums and other cultural attractions in recent years, the imperial cats of the Forbidden City, the archaeological blind box of the Henan Provincial Museum, the Sanxingdui longitudinal eye Meng Meng cup, and other "trendy games" have become a reason to attract young people to go to the card. Where to go platform, during the Dragon Boat Festival, with the Henan Museum archaeological blind box coupon ticket package is the most popular. During the Dragon Boat Festival to buy cultural and creative products of the Forbidden City, 60% of the users on the platform to buy a ticket from Beijing.
As the domestic paid leave system has not yet been popularized, the few public holidays become a time for people to focus on travel, in addition to those who have a clear demand and points of interest of the travelers, how to understand and decision-making travel destinations is particularly important. This part of the work has been done through some travel vertical communities, consumer guide websites, APPs and other channels, but as the leading online travel companies began to pay more attention to the content marketing of travel, this part of the content has begun to present a richer and more diversified. According to the report released by Ctrip, in the month before the Dragon Boat Festival, the total browsing time of users in its content channel increased by 34.9% compared to the previous month. In the week leading up to the Dragon Boat Festival, the percentage of users browsing Ctrip's content channels increased by 15.8% compared to the previous week.
Travel companies have also begun to promote a wide range of destinations, hotels, tours, and even travel styles to potential customers through a more three-dimensional approach to marketing and presentation. On the eve of Children's Day, Ctrip invited the critters on the live channel, and the zoo album has become a regular part of the broadcast, meeting with netizens every day. Not only the zoo album, about 70% of the orders in Ctrip's live channel are placed within 30 minutes after users browse the content. It can be seen that as the holiday approaches, seeking to travel around the crowd more active, carefully selected at the same time also decisively order, lock preferential.
Xie Xiaoqing, a senior researcher at the Strategic Research Center of Ctrip Research Institute, believes that the new features of the long holiday consumption, new trends, behind the tourists for the travel of cultural connotation, personality experience, tour quality and other rising demand. During the Dragon Boat Festival, cultural and tourism activities around the wonderful, injected fresh energy into the tourism market, young people have gradually become the main driving force of holiday consumption, but also from the demand side of the tourism consumption of new forms of accelerated expansion.
Red tourism is at its peak
The Ministry of Culture and Tourism data center survey shows that urban leisure, rural tourism, graduation travel and parent-child study become the mainstream of the Dragon Boat Festival holiday tourism market. Among them, the choice of the city around the highest tour, accounting for 29.1%, the choice of urban and suburban parks accounted for 34.4% of tourists, 88.6% of tourists travel distance of 300 kilometers or less. Urban leisure, parent-child fun and suburban vacation is the mainstream, museums, libraries, art galleries, cultural centers and other public **** cultural venues as an important leisure space for residents, parks, theme parks, oceanariums, water worlds and other parent-child activities such as larger passenger flow.
In terms of motivation for traveling, family leisure accounted for 35.3%, and parent-child study accounted for 16.5%. With the arrival of the graduation season, 95, 00 after the increase in the proportion of travel, graduation travel bookings rose. The main source city tourism market boom is higher than the traditional tourist destinations, the source city tourism market is more active, Shanghai, Wuxi, Hangzhou, Chengdu, Chongqing and other cities around the quality of the hotel and vacation bed and breakfast booking prices rose more than 50% compared to weekdays.
With the May Day holiday "family fun" travel different, this year's Dragon Boat Festival holiday coincides with the examination season, so the family has a candidate for consumers and college students groups to reduce travel. Where the data show that after 95 and 00 after the Dragon Boat Festival holiday travel force, the two accounted for 25% and 18% respectively.
Transportation data can best reflect the changes in visitor demand. According to the data released by Tongcheng Travel, the number of train ticket orders on its platform during the Dragon Boat Festival rose 43% year-on-year, and the 3 to 5 hour "high-speed rail circle" is the first choice of tourists during the Dragon Boat Festival. The relevant person in charge of the Tongcheng Research Institute introduced that during the Dragon Boat Festival holiday this year, the travel radius of Chinese tourists was significantly shortened, and short-distance, high-frequency, in-depth leisure vacation and cultural experience became the new trend of holiday travel. In addition to the impact of the epidemic, Chinese tourists also prefer to play close to the small long vacation, which saves the travel, but also get a better leisure and relaxation.
With the 100th anniversary of the founding of the party approaching, red tourism began to usher in the peak. The Ministry of Culture and Tourism also said that the red culture in the young group of cognition and influence of the rapid increase in the red tourism crowd showed a younger, parent-child characteristics. The Ministry of Culture and Tourism data center survey shows that the whole network of red tourism tourist attractions ticket sales increased by 6% year-on-year.
Ctrip also said, through its platform to book red tourism products orders increased by 60% year-on-year. Among them, Beijing, Nanjing, Yan'an, Jiaxing, Zunyi, Baoding, Shanghai, Huai'an, Shaoshan, Anyang for the hottest red tourism destination TOP10, Yuanmingyuan, the Mausoleum Scenic Area, the National Museum of China, the Military Museum of the Chinese People's Revolution, Zaoyuan Revolutionary Site, Yangjialing Revolutionary Site, the South Lake Scenic Spot, Woluyashan, Red Flag Quarantine, Pagoda Mountain to become a red tourism TOP10 scenic spots.
Tongcheng Travel also said that this year's Dragon Boat Festival holiday, red tourism has also become a splash of color in the vacation market, compared with the same period in 2020, 2021 Dragon Boat Festival red tourism trips increased by 200%.
From the consumer trends released by major travel platforms, in-depth tours, boutique tours and small group tours are becoming more and more popular, coupled with the rise in demand for high-end hotels, self-driving, and shopping during the travel process, which is one of the many key factors in the resumption of growth in tourism revenue.