Parent-child hotels are not short in off-season
The summer vacation is just over a month away, and parent-child travel, which has been heating up in recent years, will usher in its annual peak.
Recently, various parent-child theme hotels have begun to launch various special promotion activities for summer travel, and parent-child hotels have become one of the most selling points and most anticipated content in the parent-child travel market.
Family hotels are favored
April is the traditional off-season for Hainan's tourism, but in the lobby of the Atlantis Hotel in Haitang Bay, Sanya, there is no shadow of the off-season at all.
The receptionist in charge of the check-in told reporters: "The selling points of the hotel are the water world, aquarium and C show, so the most guests take children out, which is the main source of the hotel."
It is not surprising that the seven-star hotels on the International Tourism Island feature parent-child brands. This is actually positioning the hotel's marketing direction precisely on the outlet of the tourism industry.
The main data results of the seventh national census recently announced show that the population of my country between the ages of 0 and 14 is 253.38 million, accounting for 17.95% of the total population.
The constructive value of this set of data to the tourism and hotel industry lies in: First, the elderly and children have long been the main drivers of family tourism consumption; second, the parents of the population aged 0 to 14 are mostly "post-80s" and "90s". "After", they are the main consumer group in the parent-child travel market; thirdly, as a major consumer of travel expenses, if hotels can meet this long-standing consumer demand with great growth potential, they will become the star business of hotels.
In fact, in the "Report on China's Parent-Child Travel Consumption Trends in 2020" released by Ctrip at the beginning of the year, the most popular parent-child hotels include Atlantis Sanya, Guangzhou Chimelong Panda Hotel, Shanghai Sheshan Intercontinental Hotel (Shimao Shenkeng Hotel) ), Crowne Plaza Resort Sanya Haitang Bay, etc., are among the best in the domestic high-star hotel industry.
In early May, Zhang Yuan, an employee of a foreign company in Chaoyang District, Beijing, took her 5-year-old daughter to Sanya for vacation.
"This time I went to Hainan to take my children to experience the environment of a parent-child hotel." Zhang Yuan told reporters: "I plan to spend a five-day holiday in the hotel with my daughter. I used the early bird price a few months ago. Booked a room at Club Med in Sanya, all-inclusive, all meals, lodging and play in the hotel."
Parent-child hotels have become the first choice for parents to take their children out. The mystery is that this themed hotel can meet the quality and content needs of contemporary young parents for parent-child travel, and provide children with leisure programs suitable for their age characteristics, while taking care of them. Holiday needs of other members of the family.
For precise customer base
The shaping of the market segment of parent-child hotels is significantly different from that of ordinary high-star hotels.
Various domestic brand hotels have created IP themes to attract target guests, among which parent-child hotels are positioned for families.
Such family travel has the characteristics of high quality requirements, low price sensitivity, and more convenient and safe facilities. Therefore, hotels need to look at these children's customer groups from a new perspective, promote service upgrades, and obtain future business opportunities.
Club Med is currently the representative brand of parent-child hotels sought after by parents in China.
This French hotel chain company currently owns 7 resorts in Sanya, Hainan, Yanqing, Beijing, Guilin, Guangxi, Beidahu, Jilin, Yabuli, Heilongjiang, Anji, Zhejiang, and Beidaihe, Hebei.
Dai Jiewei, CEO of Club Med’s Asia-Pacific Sales and Marketing Division, told reporters: “Compared with ordinary high-star hotels, which usually only provide accommodation and catering services, Club Med resorts provide all-inclusive accommodation, catering, sports and entertainment. One-stop service is included. Guests can enjoy the services and facilities in the resort and spend a worry-free and happy holiday."
In China, hotels around the country have developed various parent-child travel programs.
For example, Guangzhou Chimelong Hotel has 1,500 eco-themed rooms, which make guests feel as if they have walked into a real tropical rain forest when they check in; Hangzhou First World Hotel next to Hangzhou Park is themed with Egyptian style, and Hangzhou Park tickets are also presented; Sanya Ren Heng Crowne Plaza Resort is the first family hotel recommended by locals. Some rooms are not only specially designed for children’s bathrooms, but also have a wealth of children’s entertainment facilities and parent-child activities.
The common feature of these hotels is to turn the sleeping space into a life experience scene.
They fully explore each segment of the parent-child age group market, focus on one or more parent-child customer groups, so that the hotel has a clear goal to make its own characteristics and firmly grasp the fixed consumer group.
Club Med’s first children’s club is the most praised holiday project by parents who choose this hotel.
Adults can entrust their children to a full-time team, children can meet new friends, participate in outdoor exploration activities suitable for their age groups, and parents can freely control their vacation time.
They also launched an "extraordinary family" activity based on the family's needs to spend a good time together, providing a parent-child time with parents and children.
"These two products have greatly enriched family vacation options and meet the different needs of more families." Dai Jiewei said: "Parent-child hotels should be good at listening to and meeting the needs of parents, parents and babies, and constantly adjust and introduce various flexible facilities. And services to ensure that adults and children spend a relaxing and comfortable vacation."
Boost the quality of tourism
Would you choose to go to a city because of a hotel?
10 years ago, it was impossible; today, it is not surprising.
According to Ctrip's statistics, the frequency of parent-child travel in 2020 has dropped from 2.7 in 2019 to 2.4. However, compared with other themed travels, the market for parent-child travel has recovered considerably, especially after the epidemic has been effectively controlled. Shaped rise.
This year the data is expected to be even more impressive.
Parent-child travel can pick up quickly. Behind the high prices of parent-child hotels but the crowded guests, it is the demand for quality travel by young parents of the "post-80s" and "post-90s" generations.
In the new era of mass tourism, people’s consumption patterns are undergoing tremendous changes. New demands, new technologies, and new formats are changing with each passing day. Parents are especially willing to consume for love, stimulating the existing tourism product supply and demand system to adapt to quality as soon as possible. The long-term needs of globalization and diversification.
At present, parent-child travel has become a rigid demand, and the vicinity of parent-child hotels is often popular travel themes, such as theme parks, zoos, aquariums, museums, science and technology museums and other high-level tourist destinations.
Dai Bin, Dean of China Tourism Research Institute, said that the good life of urban and rural residents, modern reception system, fashionable business environment, and perfect public services have begun to replace traditional natural landscapes and historical and cultural heritage as the key competition for tourist destinations. Elements.
It now appears that many mature parent-child hotels play an important role in improving the quality of the tourism industry.
If more components of the tourism industry, such as tourist attractions, tourist cities, and public service facilities, can take into account different types of people, provide a variety of convenient conditions to choose from, and introduce more detailed services with different themes, it will inevitably attract more parent-child trips. Such a huge customer base is going.
As the reporter Chen Yaping, a tourist from Jiujiang, Jiangxi, who met at a famous scenic spot in Sanya, said: "We take the elderly and children to travel, and we especially hope that the sightseeing spots can provide all kinds of convenience like the hotel where they live.
Although parent-child hotels have become the first choice for parents, there is still much room for improvement in all aspects.
At present, not many domestic parent-child hotels have mature operating models, and more hotel peers are trying to enter this big market.
Industry experts suggest that parent-child hotels can be more subdivided, respond to the personalized and diversified needs of children of different ages, and combine parental participation experience to develop parent-child products and projects that meet market needs.
In addition, the reporter also noticed in the interview that the most concerned issue of parents for hotels is whether the hotel can fully take into account the children's activeness, curiosity and lack of self-protection awareness, and pay attention to hardware facilities in terms of quality improvement. The health of the materials used and the safety of the activities are guaranteed, and parent-child entertainment activities more in line with children's characteristics are launched on the software, thereby forming a complete parent-child comprehensive service system.
These demands are bound to be the future development direction of the parent-child travel market and parent-child hotel.
Our reporter Ao Rong