Tickets and hotels have cut prices, and the "best deal" Golden Week in the post-epidemic era is here

Can the student flow limit the double-festival domestic tour "return blood"

  Qilu Evening News·Qilu One Point Reporter Kong Yutong

National Day tourism market gradually "warming"

Northwestern heat surge

  Previously, in mid-September, some tourism platforms showed signs of continued warming in the Golden Week program of November.

  Qunar data shows that as of September 10, the number of hotel reservations in Yunnan Province has doubled year-on-year, of which Lincang Hotel has increased by 4.8 times, Xishuangbanna has increased by 2.7 times, and Dali and Lijiang have also more than doubled.

In addition, the number of hotel bookings during the "11th" period in Zhejiang and other places has also exceeded 30% of the same period last year.

  According to Peng Liang, a researcher at Ctrip's Big Data Lab, only full-price economy class is available for flights from Beijing to Sanya and Dali in the first week of September.

"This year's National Day, the outbound travel bonus for high-net-worth individuals will be superimposed on domestic travel, causing some popular cities in China to become popular in the past year." Ctrip's relevant person in charge said.

  From a national perspective, the excitement of traveling to the west is particularly obvious.

"This year's '11th' popular destinations have developed from the coast to the southwest and northwest." The above-mentioned person in charge of Ctrip told Qilu Evening News, Qilu reporter. In addition to the traditional popular destinations Sanya, Xiamen, Xi'an and Chengdu, this year " "Greater Northwest" National Day heat surged 475%.

The demand to travel to Lanzhou, Dunhuang, Ningxia, and Hohhot has increased significantly.

  In Shandong, Western Tour is also the hottest item during the National Day.

Dong Yan, deputy general manager of Shandong Jiahua Tourism, told Qilu Evening News and Qilu One Point reporter that since September, travel agencies have mainly received tourists on the northwest route and provinces such as Guangxi and Guizhou.

The impact of the epidemic has not been completely eliminated

Industry insiders expressed "cautious optimism"

  Although online data has been improving and the first travel peak this year can be foreseen, many people in the industry are still "cautiously optimistic" about this year's Golden Week travel.

  Dong Yan told Qilu Evening News and Qilu reporter that although Jiahua Travel Agency is actively "preparing for war", everyone still generally feels that the situation in this year's Golden Week must be much worse than in previous years.

  Wei Chen, head of Xiaoxiyang Shandong Branch, who specializes in the elderly, also said that in fact, the current market has recovered at most 30%-50%.

"The customer group has a strong wait-and-see mood. Many elderly people have signed up, but they went back to discuss the children and refused to let them out."

  In addition to the fact that the epidemic that has not yet been completely eliminated has prevented some people from traveling, education departments in many places have reduced the November holidays this year, or required students not to leave school or the province during the eleventh period, and restrict the flow of scenic spots. Important factors affecting passenger flow during the Golden Week.

  "Under normal circumstances, travel agencies mainly focus on parent-child travel during the Golden Week of November, and the impact is certainly not small at the moment." Dong Yan said.

Free or discount for over 500 scenic spots

Hotel airfare prices have also dropped

  Many people in the industry have said that October this year may be a golden week with the best travel value and experience in recent years.

  First of all, tickets for many scenic spots do not cost money.

  According to statistics, as of now, more than 500 scenic spots across the country have implemented different ticket free or discount policies.

Among them, all A-level tourist attractions in Hubei Province have been opened to tourists from all over the country; 53 A-level scenic spots in Xi'an have implemented a ticket-free system; 12 state-owned government-priced A-level tourist attractions in Qingdao are open to domestic and foreign tourists free of tickets; the tourism market has recently restarted Xinjiang’s Altay has launched a discount for free admission to 32 A-level scenic spots, and has also given subsidies and incentives to organizations that organize "traffic + tourism" forms.

  Entering mid-September, major tourism travel platforms have also launched "grabbing battles" and launched huge subsidy programs.

  Ctrip launched the "Travel Membership Day" promotion event, and the top ten business lines reduced by more than 1,000 yuan, covering thousands of travel agencies, tens of thousands of routes, popular scenic spots, more than 2,000 car rental companies, and thousands of locals on the platform. Wizard etc.

  Fliggy announced the launch of the "10 billion subsidy" program. The first phase will start with hotel products, covering 100,000 hotels in hundreds of cities across the country, and will further cover transportation and scenic ticket products before National Day.

  The travel platform Gaode Map has also recently launched the "Guide to Gaode" and announced that it will start the "Eleventh Billion" home event on September 25.

  At the same time, although some popular cities and routes are very popular in November this year, the costs of hotels, air tickets and travel agencies have all dropped.

  Based on the national day ticket booking data of Qunar, the average price paid for many popular routes was lower than last year. The average price paid for Beijing-Chengdu was RMB 1,028, down 14% year-on-year; the average price paid for Beijing-Guangzhou was RMB 857. A year-on-year decrease of 26%; Beijing-Shanghai average price paid was 597 yuan, a year-on-year decrease of 24%; Shanghai-Beijing average price was 547 yuan, a year-on-year decrease of 36%.

  Ctrip data shows that the per capita selling price of packaged products such as National Day Tour Group and Free Travel has been steadily decreasing.

"Consumers can buy 4 diamond products and services at the price of 3 diamonds." Ctrip related staff told the Qilu Evening News Qilu reporter.

  "Many of us in the industry are willing to choose to take a family trip on November this year. The price is indeed a lot cheaper. In addition, because of the current restrictions in scenic spots and the number of tour groups, the travel experience will be improved a lot." Said Dong Yan, deputy general manager of tourism.

Local tour custom tour still dominates

High-quality travel trends

  Because of the epidemic, this year's tourism market has also shown a series of new trends.

For example, many citizens have curtailed their plans for long-distance and inter-provincial travel, and switched to local and surrounding tours instead.

  Fliggy data shows that this year's National Day local travel and surrounding travel increased by more than 50% year-on-year, and the growth rate during the same period exceeded that of long-term travel for the first time.

Shanghai, Hangzhou and Beijing have become the most popular cities to stay in. The cities ranked fourth to tenth are Chengdu, Guangzhou, Shenzhen, Nanjing, Xi'an, Chongqing and Changsha.

  Qunar data also shows that, taking Zhengzhou as an example, in the TOP10 list of popular routes departing from Zhengzhou, 6 cities in Henan Province occupy six.

  In addition, some small group tours, customized tours and in-depth tours have also replaced the frequent charter flights, chartered boat trips for hundreds of people, and the travel methods of "check-in at the place" and "walk the horse and watch the flowers".

  In K. Wah Tourism, during the November period, including the recently launched tour groups, they are all "exquisite small groups".

“There are three or four families or four or five families in a group. The accommodation is generally four-star and above, and special meals are the main ones.” Dong Yan said, first of all, this small boutique group is safer and more secure because of the small number of people. It is easier to gain recognition later.

Secondly, in recent years, the public's original requirements for tourism quality have increased. Under the current circumstances, those who still choose to travel are generally those with certain travel habits and higher economic levels.

Therefore, boutique small groups are more suitable for this demand.

  This change is also reflected in big data.

According to Ctrip's self-operated data, booking group tours for September and October trips, a single group, private tour guides accounted for more than 20% of the orders, delicate small groups accounted for more than 40%, and small groups accounted for more than 2 /3.

  In addition, Ctrip data also shows that many tourists are now more willing to spend a little more money to buy good experiences and services, and more than 80% of tourists will choose 4-diamond and 5-diamond high-diamond products.

After the epidemic, as the prices of high-star hotels fell, the proportion of orders for five-star hotels, boutique inns, and high-end homestays during the National Day increased significantly.

  In addition to some of the above "new trends", car rental tours that are more private and less exposed to the public, and even niche RV tours, are in line with the needs of the public after the epidemic.

Fliggy data shows that in popular self-driving cities such as Chengdu, Xining, Dali, and Lanzhou, the number of car rental tours increased by 300% year-on-year, and the number of RV tour reservations increased by 70% year-on-year.

  The relevant person in charge of Ctrip pointed out that on the National Day this year, the consumption mentality of tourists has changed more from "sightseeing" to "vacation", and they are more eager for "in-depth travel", staying in a city for a few more days, living like locals and experiencing in-depth experience The local natural and cultural features.

The impact of the epidemic brings new opportunities

Force the entire industry to change

  Tourism companies across the country are focusing on the "Eleventh Golden Week."

One month before the festival, many media reports called out the slogan of "borrowing eleven blood" in the tourism industry.

However, in reality, although the market is recovering, it may be a luxury for many tourism companies, especially offline travel agencies, to achieve true "rebirth".

  “I went to Qingdao, Yantai, Weihai not long ago, and some travel agencies conservatively estimated that 1/3 of them did not open their doors.” said Wei Chen, head of Xiaoxiyang Shandong Branch. Because of the aggravation of overseas epidemics, some companies have begun to transform domestic travel, but the market was originally It's just that big, and after shrinking by the epidemic, each family has even less to divide.

"Previously, there were 23 travel agencies doing the wholesale of the Guizhou line, but they couldn't form a group in a week." Wei Chen said that now many companies have broken the capital chain and are unable to buy out the ticket rooms in advance.

  In addition, many online travel apps, airlines and even scenic hotels themselves have begun to introduce some discounts to attract passenger flow, which has even more impact on travel agencies acting as "intermediaries".

  According to a report released by the China Tourism Research Institute, the number of domestic tourists this year is expected to be 3.426 billion, a year-on-year decrease of 43%; domestic tourism revenue is 2.76 trillion yuan, a year-on-year decrease of 52%.

  Insiders said that the impact of the new crown pneumonia epidemic on the entire tourism industry will be long-term, and it will definitely have a profound impact on user behavior and consumption habits, and even force the entire industry to make changes.

Some requirements in segmented scenarios require more flexible merchants to capture and match.

This situation will also usher in new opportunities and market space.