"Homestay Map" lights up the beautiful countryside
Open a travel destination map, what will you see?
In addition to famous mountains and rivers, seaside beaches, historical ancient capitals and other destinations, the distinctive homestays have become a new attraction for tourists.
On this map, dotted homestays light up the countryside across the country.
In recent years, driven by rural tourism, many villages have shown a new look and have returned to the public's attention.
Country houses with avant-garde design, local folklore, and warm service as their selling points are blooming everywhere.
However, the explosive growth of the homestay industry has also brought a series of "growth troubles."
How to give full play to the rural natural scenery, unique human landscape, and rich historical accumulation and other resource advantages?
How to solve the "pain points" of industrial development and promote the healthy and orderly development of country houses?
A series of questions urgently need to find answers in exploration.
Popularity-the country house turned into a "net celebrity"
[Data] The "Country House Development Report for the First Half of 2021" released by Tujia, a short-term rental booking platform for homestays, shows that country homes continue to develop vigorously this year. The total number of domestic country homes in the first half of the year exceeded 630,000, a year-on-year increase of over 16%. This is an increase of over 2.9 times compared to 2019.
Children play by the blue swimming pool, tourists take pictures on beach chairs, and tourists from all over the world are enjoying their own vacation trips in a small homestay courtyard in Yalong Bay, Sanya, Hainan.
This homestay is located in Bohou Village, Yalong Bay, surrounded by coconut groves. The white path in the courtyard connects with the blue swimming pool and the thatched-roof glass house. It combines modern minimalist style with local Hainan characteristics.
In Bohou Village, there are more than one "net celebrity" homestays that are popular with tourists.
Since 2017, the homestay industry has developed rapidly in this Li ethnic village, and houses with their own characteristics have become unique scenery.
According to Tan Zhongxian, secretary general of Sanya Jiyang District Homestay Association, there are currently 44 homestays in Bohou Village, with a total of about 1,300 guest rooms, making it one of the largest homestay villages in Hainan.
Since the epidemic prevention and control entered the normalization stage, the homestays here have regained their "popularity", and there is an endless stream of bookings from all over the country.
In recent years, homestays have gradually become a popular accommodation option.
Finding "net celebrity" homestays to check in has become an indispensable item in many tourists' itineraries.
As an emerging industry, homestays are different from traditional hotels and hotels. They mainly refer to the use of local dwellings and other related idle resources, the host’s participation in reception, and the provision of small accommodation facilities for tourists to experience the local nature, culture, production and lifestyle, including urban homestays, Different types such as country houses.
A few days ago, the "B&B Blue Book: China’s B&B Development Report (2020~2021)" (hereinafter referred to as "B&B Blue Book") jointly released by Susu.com and Social Science Literature Publishing House showed that after the epidemic has eased, tourists will be more interested in leisure activities in the second half of 2020. There is a stronger demand for going to a homestay on vacation.
"Due to the stagnation of outbound travel, domestic tourism has become the first choice for people to travel and leisure. As an important carrier of surrounding tourism, homestays have become the most promising bright spot in the tourism sector." Editor-in-chief of "B&B Blue Book", the 11th Sun Yefang Economic Science Book Award The winner Guo Jurong pointed out.
Driven by market demand, the homestay industry has grown rapidly.
In October last year, the "Mid-Autumn National Day Holiday Homestay Trip Big Data Report" released by Tujia showed that the total number of domestic homestay listings on its platform has exceeded 2.3 million.
The transaction volume of country houses has increased sharply, and the proportion of platform transaction volume has increased from 24% in 2019 to 41% in 2020.
The homestay industry is recovering quickly, showing a continued upward trend.
Guo Jurong said that the epidemic has had a greater impact on the hotel accommodation industry.
Relatively speaking, the impact on homestays is smaller than that of hotels. The reason is that homestays usually meet scattered or individualized needs, coupled with strict epidemic prevention measures, to ensure the healthy development of the industry.
After March 2020, the homestay industry has gradually recovered, especially during the Qingming Festival and May Day holidays, the homestay market has recovered rapidly.
According to the data, as of June 30, Tujia platform country house has received more than 3.1 million guests and generated more than 900 million yuan in revenue for country house owners. It is expected that the annual revenue in 2021 will exceed 2 billion yuan, which is about the level of last year’s revenue. 1.2 times.
Why are homestays so attractive?
Li Zhenni, executive vice president of Tujia Homestay, believes that, first of all, homestays provide new options to satisfy the overall family travel and individual living.
Traditional hotels can only accommodate two people in each room, which is often unable to meet the needs of the whole family. If you live in a homestay, this "fault" is easily solved.
Secondly, the homestay opens a new window for personal spiritual release and return.
The homestay is a "home away from home". Tourists can eat authentic local dim sum and meals, and they can also chat with the owner, talk about the past, and understand the local customs.
“B&B is a personalized accommodation that can meet the diverse needs of different groups of people.” Guo Jurong said that some people like quietness, some like caring service, and some like contact with nature or immersive understanding. Local humanities and customs.
Each takes what they need. This is the biggest feature and attraction of the homestay.
"B&B+"-the villagers had a "tourist meal"
[Case] Entering the summer vacation, Moganshan Scenic Area in Deqing County, Zhejiang welcomed a large number of summer tourists. Among the green hills, green waters, bamboo forests, pines and cypresses, the country houses with their own characteristics decorate the beautiful countryside and become the highlight of attracting tourists.
From operating farmhouses in the Houwu village community to developing foreign homes and rural hotels, and then forming a homestay cluster, the Moganshan homestay industry covers more than a dozen administrative villages such as Houwu, Xiantan, and Liaoyuan, driving the development of local rural tourism.
Data from the Fliggy platform shows that in the past month, the number of bookings for the Moganshan "B&B+" package has increased by 6 times year-on-year.
The "B&B+" package integrates accommodation, scenic spot tickets or catering services, and drives the surrounding consumption scene to heat up.
The Moganshan area is the epitome of the development of country houses in my country in recent years.
Driven by the "homestay +", rural tourism has become a new driving force and a new bright spot in the tourism market.
According to the research data of the "B&B Blue Book" research group, in 2020, 76.91% of B&Bs are located in rural areas.
In promoting the development of global tourism, country houses play a vital role and become a new engine to promote cultural and tourism integration and emerging tourism consumption.
Driven by the development of the homestay industry, more and more people in the village eat "tourism meals."
In the southeast of Xinxian County, Xinyang, Henan, the ancient village of Tianpu Daluo, which was more than 400 years ago, is rejuvenated.
Preserving the original appearance of the village, after re-planning and designing, more than 20 characteristic homestays have been established here, and the number of tourists is increasing day by day.
In Chaotian District, Guangyuan, Sichuan, this summer, many homestays are full of business every day.
"There are more and more tourists, with more than 10 tables of guests every day, the accommodation business is very good, and the booking phone is almost blown up." Lei Haoran, the owner of the post-90s homestay, was overwhelmed with joy.
The development of the homestay industry not only promoted the employment of local people, but also stimulated the consumption of local products, which has led to an increase in the income of more than 4,900 farmers in the district.
Guo Jurong's analysis pointed out that the country house has a significant role in promoting rural revitalization.
The development of characteristic homestays can preserve the local regional culture and customs, and can also bring about different lifestyles and civilization concepts in various places, so that the hollow village can be developed.
Relevant research reports show that the development of country houses can effectively solve the contradiction between the imbalance in the development of the accommodation industry in urban and rural areas and the insufficient development of business formats.
There are many idle houses in the countryside, small investment scale, relatively simple construction and operation, and the threshold for the development of the homestay industry is relatively low. The development of rural tourism industry and the construction of country homes can be used to allow tourists to stay and promote the development of related businesses. The tourism industry chain of living-traveling-purchasing-entertainment leads the villagers to get rid of poverty and become rich.
In Burqin County, Altay Region, Xinjiang, near the scenic spot of Sino-Russian Old Wharf Street, boutique homestays rely on homestay culture to derive multiple business formats such as "homestay + scholarship", "homestay + research", "homestay + photography"; Suzhou Zhouzhuang Ancient Town, Jiangsu, "homestay" +Parent-child travel" integrates parent-child homestays, nature schools, cultural and creative industries, etc., and is favored by tourists from many places.
The "B&B Blue Book" research shows that the development of rural tourism homestays is used as a link in various regions to guide the development of multi-business operations and form a collection of "cultural creativity, shared agriculture, e-commerce logistics, health care and retirement, sports fitness" and other types of rural tourism homestays. The "micro vacation" complex has greatly enriched the product system of the cultural tourism industry.
Transformation-comprehensive improvement from scale to quality
[Policy] Recently, Beijing Tongzhou District Culture and Tourism Bureau and other eight departments issued the "Implementation Opinions on Promoting the Development of Country Houses in Tongzhou District", proposing to realize the overall improvement of the size and quality of country houses in the district, and build a batch of characteristic boutique country houses. , To create a batch of country house characteristic towns and towns, and to improve the reception capacity and service level of country houses in the whole district.
Tourism around the city is booming, which has led to the rapid development of B&Bs in the suburbs of Beijing.
Huairou B&B Featured Village, Changpingping Village, Tongzhou Global Theme Park and surrounding B&Bs... Around Beijing, B&Bs featuring courtyards, mountain views, swimming pools, starry sky, etc. are integrated into a travel destination map.
According to statistics from the Beijing Municipal Bureau of Culture and Tourism, there are currently 32 national rural tourism key villages and 479 rural tourism industries in Beijing.
There are 1,077 rural boutique homestays, which have a social capital of 10 billion yuan, and revitalize more than 2,000 idle farm houses.
In order to create a "Beijing Sample" of country houses, Beijing will carry out country house grading this year.
Not only in Beijing, but in recent years, with the rapid development of country houses, a series of policies and measures have been introduced to guide the standardized and healthy development of the homestay industry.
In September last year, the national standard "Country House Service Quality Standards" was formally implemented.
The standard is based on the local standards for country houses in Deqing County, combined with the objective conditions and actual conditions of country houses in various provinces, and makes detailed regulations on facilities and equipment, safety management, environmental sanitation, and service requirements.
Since then, local policies and regulations such as the "Fuzhou Tourist Homestay Support and Incentive Measures", "Hunan Province's Guiding Opinions on Standardizing and Promoting Country House Construction", "Sanya City Country House Promotion and Management Regulations," and other local policies and regulations have been introduced to guide the standardization and quality of country houses.化 development.
Guo Jurong said that the introduction of industry norms will help the sustainable development of the homestay industry.
However, some "sprinkle pepper noodles" policies lack pertinence and effectiveness.
At present, the effect of some policies on the development of homestays is not obvious.
The speed of development of homestays is not to pursue fast, but can be gradually expanded on the basis of some mature models.
In addition to more targeted policies and measures to promote higher-quality development of the homestay industry, a series of pain points need to be solved.
Guo Jurong pointed out that the current development of homestays still faces some problems, such as the lack of clear planning in terms of development positioning, design and decoration.
In addition, there are many bottlenecks in operation, including how to better serve customers, how to improve operational efficiency, and how to improve word-of-mouth effects.
In the operation of homestays, the problem of talent shortage is also more prominent.
"Many practitioners have not received systematic and professional education." Guo Jurong said that many homestay operators started with feelings and gradually formed accumulation in their operations.
At present, there are few professional colleges and universities in hotel management.
In the professional setting, only a small number of vocational colleges have the qualifications for training professional talents in homestays.
In the professional training and the compilation of professional talent teaching materials system, it still lags far behind the market development needs.
"The homestay industry must dig deep into the local ecological and cultural resources, create a unique tourism experience, and avoid'one-size-fits-all, one-sidedness'." Guo Jurong told reporters that the homestay industry cannot follow the old path of extensive and homogeneous development and requires new requirements. Change, relying on professional management, and sustainably coordinated development with local ecology, culture, and humanities, playing a variation on integration and innovation.
(Our reporter Yao Yaqi)