Guangzhou New Year's Eve Reservation Popularity No. 1 in China
Hotel buffets, self-pickup services, pre-made dishes, etc. have become the new trends of Tiger New Year's Eve
Yangcheng Evening News reporter literature and art
Correspondent Wang Xingzhou
With the Spring Festival approaching, preparing for the New Year's Eve dinner has become an important theme for people's reunion.
The reporter learned from Fliggy data that as the Spring Festival approaches, hotel New Year's Eve dinner reservations in low-risk areas under the new crown pneumonia epidemic are gradually reaching a peak.
In the past week, the number of hotel bookings for New Year's Eve-related products has more than doubled month-on-month, and Guangzhou's booking popularity ranks first in the country.
It is worth mentioning that, in addition to the classic form of table dining, hotel buffets, self-pickup services, and pre-made dishes have become new trends in the New Year's Eve dinner.
Buffet, self-pick up, pre-made dishes become popular
With the update of the New Year's Eve, the hotel New Year's Eve market has derived new features of segmentation.
In addition to the traditional style of sitting around a round table, buffets with rich varieties and flexible dining times have become a new choice for more young people to gather or relax during the Spring Festival.
In addition, the demand for less gathering and safer experience has made the "contactless self-pickup New Year's Eve" also become popular, which means that in addition to the in-store experience, the home scene has also become a fulcrum for hotel service consumers.
Many five-star hotels have launched New Year's Eve self-pickup or takeaway services.
Pre-made dishes and pot dishes launched by various hotels have also ushered in new growth due to their fast and convenient characteristics.
Taking Guangzhou, the hometown of gourmet food, as an example, Guangzhou White Swan Hotel, Guangzhou Poly InterContinental Hotel, Guangzhou Baiyun Hotel, and Guangzhou Elegant Hotel have launched Cantonese-style Chinese New Year Poon Choi, Cornucopia and other special New Year's Eve dinners. Many hotels can bring their New Year's Eve dinners to their own homes or Takeaway to enjoy at home.
Lin Zhenhai, deputy general manager of Guangzhou White Swan Hotel, introduced that as more and more people stay in Guangdong for the Chinese New Year, this year's New Year's Eve has added many authentic delicacies from all over the country.
In addition to the hot reservations of Michelin restaurants, buffet dinners are also very popular, and all three Chinese restaurants are currently fully booked.
In addition, a variety of combination products such as "room + catering" and "room + yacht" have been launched this year. It is expected that the sales of related products in the White Swan Fliggy flagship store will increase by 25% year-on-year during the Spring Festival.
Fanny, Director of Banquet Sales at InterContinental Guangzhou, said that a number of new Spring Festival packages for local guests have been launched this year, especially "room + catering", such as the Chaoshan beef hotpot themed package in the cafeteria, and the Chinese red-themed afternoon in the lobby lounge. tea etc.
The rise of "hotel New Year's tide", local consumption is the mainstream
During the Spring Festival in previous years, most of the mainstream guests of the hotel were tourists from other places who came for vacation. In the context of the normalization of epidemic prevention and control, the number of tourists from other places decreased, and local tourists became the protagonists.
Especially in the first- and second-tier cities, the Spring Festival will present a different scene from the past - the "empty city" will no longer be present, but the sense of New Year's ceremony will not be diminished.
According to the preliminary survey of the Ministry of Commerce, in 2022, the number of people celebrating the New Year in 36 large and medium-sized cities across the country will increase by more than 48 million over previous years.
Therefore, local in-depth gameplay is more concerned by consumers, and hotels may become a New Year's custom for Chinese New Year.
The reporter visited and found that due to the early Spring Festival this year, in low-risk areas, the New Year's Eve packages of many five-star hotels started earlier than last year, and some five-star hotels have "hard to find a table".
Ms. Cheng, the public relations person in charge of Holiday Inn Hangzhou Longfor Binjiang Tianjie and Crowne Plaza Hangzhou Longfor, introduced that the hotel's New Year's Eve meal package has been booked since December 1 last year, and local guests accounted for more than 80% of the booking crowd, and the rest were mainly from Shanghai, etc. Guests coming to Hangzhou for vacation from the surrounding area.
The "New Year's Eve + 5 Rooms" package was launched for the first time this year, and the market response exceeded expectations.
Li Bin, deputy dean and associate professor of the School of Tourism Science of Beijing International Studies University, believes that the hotel New Year's Eve dinner is mainly aimed at the local market and is mainly based on the consumption needs of local customers.
It is expected that the hotel New Year's Eve dinner market during the Spring Festival of the Tiger Year will have a better performance than last year.
Hotels and online travel companies need to innovate in local cultural themes of catering products and services, fashionable and creative product design and product packaging, and capture the new consumption needs of young consumer groups and small and medium-sized family groups, which will help boost Spring Festival travel consumer market.