Generous consumers, popular parent-child tours, red tours—

Did you grab a summer travel package?

　　Our reporter She Ying

　　The summer vacation is coming soon!

After the domestic tourism industry has gradually entered a stable recovery track, summer tourism in 2021 has attracted much attention.

According to the survey data from the summer travel willingness of the same trip, 64% of the respondents said that they have travel plans for the summer vacation this year, and 87.4% of them plan to travel across provinces.

　　It can be predicted that an unusually hot summer tourist season is coming soon.

Price increase becomes a high probability event

　　Yan Wen, a consumer in Xicheng District, Beijing, works in an Internet company. He is planning to wait for his children to go to Beidaihe, Qinhuangdao, Hebei for a weekend after his children’s holiday.

　　"I plan to order the all-inclusive Beidaihe Club Med. Someone will help bring the baby to play, which will save worry." The screenshot of the reservation provided by Yan Wen shows, "Going on Friday, July 16 and returning on Sunday, the family will go back and forth on the high-speed rail. , Two nights in a Superior Sea View Room with three meals, the price for booking two weeks in advance is 11352 yuan

Yan Wen thought it was a bit expensive, but when he hesitated to discuss with his family, he found that the package for the trip had actually been booked.

　　This small episode is probably just a small flame of hot tourism this summer.

The analysis and forecast of Tongcheng Research Institute pointed out that, considering various factors and the latest data, the number of passengers sent by civil aviation in the summer of 2021 is expected to return to the pre-epidemic level, that is, the total number of passengers in July and August is expected to reach or exceed 120 million. The number of passengers is the same as in the same period in 2019 or slightly increased; the passenger flow of summer train travel in July is expected to increase by 60% compared with the same period in 2020, and the passenger flow of the entire summer is expected to be 95% to 100% compared with the same period in 2019. between.

　　There are more people traveling, and price increases have become a high probability event.

The train fare is stable, but the ticket price for the summer of 2021 is expected to increase to a certain extent compared with the same period in 2020, and the peak-hour fare may reach or exceed the same period in 2019.

The big data of air tickets from the same journey predicts that the average air ticket prices for the three important peak passenger flow periods at the end of July, early August and mid-to-late August 2021 are expected to exceed the level of the same period in 2019.

　　Ctrip data also shows that the average air ticket price for the summer vacation this year (July 1st-August 31st) has reached 1,150 yuan, an increase of 93.6% and 25% over the same period in 2020 and 2019 respectively.

As the summer vacation approaches, the prices of air tickets and various tourism products may rise again in the next month.

Consumers are mentally prepared for this.

The Red Complex of "Generation Z"

　　Seeing that the effect of making money is obvious, major tourism organizations have also made great efforts to develop the summer parent-child travel market.

On June 21st, Ctrip launched the "Blind Boxes in Motivation" event, which launched four types of blind boxes of "eat, live, play, and fly", covering food, accommodation, tickets, air tickets, etc. The lowest price is only 5.58 yuan.

Tongcheng launched the "Summer Trip by Fancy Travel", and the hotel launched various intangible cultural heritage experiences, parent-child zoo and other activities, which can impress parents and children in minutes.

　　Ctrip travel expert "Mama Xiaomo" recommended a hotel in Guilin, Guangxi. There are tents, RVs, villas and other room types. "The tents are public bathrooms, and the price of large gooseneck RVs is slightly higher. If you are traveling with children, camping and RVs are good. Choose. There is a free Osprey feeding activity at 10 am every day."

　　In addition to the "xiaodoubao" that requires the company of their parents, after the high school entrance examination, a group of young people will also embark on a graduation trip.

These consumer groups between the ages of 13 and 27 are called "Generation Z".

Guess where they might go?

　　Many people may not believe that "Generation Z" has become one of the most important core consumer groups in the segment of red tourism. Their most popular red tourism products include red sites/remains, revolutionary memorials/museums, and red topics. Tourism, in-depth tours in old revolutionary areas, red performing arts, etc., account for nearly 60% of the consumer users of various red cultural tourism products.

　　The "Red Inheritance · "Generation Z" Red Tourism Consumption Preference Survey 2021" released by Tongcheng believes that as "Generation Z" who can "see up" the world, they have a strong enthusiasm for visiting various red memorials and museums. In particular, the increasingly popular "online + offline" interactive method is more in line with the consumption and information acquisition habits of "Generation Z" as the "indigenous people" of the Internet.

　　Shen Jiani, a senior researcher at the Strategic Research Center of Ctrip Research Institute, said that "Gen Z" people are gradually becoming the main force of tourism consumption that cannot be ignored.

While they require innovative and interesting tourist destinations, they are more inclined to choose high-quality products and services in tourism categories.

　　These upgraded consumer demands provide more directions for the marketing strategies of travel companies.

For example, affected by the epidemic, the demand for outbound cruises, which was popular in the summer, is being replaced by domestic cruises on the Yangtze River.

Data shows that over 80% of long-term travel consumers who plan to choose Yangtze River cruises this summer are under 40 years old, and over 50% are under 31 years old, indicating that this traditional "senior travel" product has become young people. New choice.

　　The summer tourism in 2021 has been opened. Whether tourism companies can include their products on consumers' travel lists depends on whether they can sensitively seize the consumption expectations of tourists, provide personalized services, and provide business opportunities in the next two months. unlimited.