中新网三亚1月25日电 题：复盘2021：疫情之下，三亚这些旅游人掌握何种“流量密码”
记者王晓斌
新冠肺炎疫情在各地反复，旅游市场持续震荡。过去的2021年，对于三亚的旅游业者来说，一些同行已转行，不少同行在舔舐疗伤，但有些涉旅业态则迅速恢复元气，有的还在扩张版图、扩大规模。疫情之下，这些“扩张”的旅游人掌握了何种恢复元气的“流量密码”？
三亚后海，夹着冲浪板去体验冲浪的游客。 彭彭供图
玩创新
在2021年上半年财报中，复星旅文用“复苏强劲”来形容相应业务的状态。虽然下半年有疫情影响，旗下的三亚·亚特兰蒂斯度假目的地，客房平均每日房价仍长期处于2000元以上。
“比如说原来到访三亚有100人，疫情影响下现在可能减到50人，但这50人去哪里？通常是会选择更好的。”复星旅文董事长兼CEO钱建农接受记者专访时说，相对疫情这只“黑天鹅”，企业面临的最大不确定性是消费者的消费意识不断变化。如今，从年轻人开始，大众正抛离以往批量性的、重数量不重质量的消费观念，朝个性化的、高品质的、健康的观念转变。
尾波冲浪2021年在三亚兴起。 王晓斌 摄
钱建农认为，三亚·亚特兰蒂斯成功在构建出一站式度假生态体系，体系内的产品可以随时根据消费者需求的变化做相应调整。酒店的硬件设施没法因为消费观念的变化快速推倒重来，但在一个生态体系里，可以通过不断组织活动，让产品“变得永远吸引人”。
即便行业正在承受又一波疫情的压力，钱建农认为，文旅产业处在“最有希望、最有投资机会的时期，但同时也是最痛苦的时期”，未来5到10年，企业成功的关键在于因应消费观念的变化，实现产品创新和商业模式创新。
玩“极小众”
2021年，尾波冲浪这项“极小众”水上游乐运动项目在三亚蓬勃兴起，杰克创立的正手浪尾波冲浪俱乐部是生意最红火的一家。
Jack said that after the Spring Festival in 2020, Sanya's tourism market took the lead in recovering from the freeze. Under the circumstance of "few tourists and nothing to do", he groped and edited the surfing video material before, and sent it to a short video website, which became popular, and later started live broadcasting on mobile phones. It is also sought after. Following this wave of popularity, Jack's forehand wave started from 4 wave boats in 2020, and now has more than 20 boats with a team of nearly 100 people. It belongs to "the most expensive and the best business" in Sanya. of the first tier.
In Sanya Banshan Peninsula Sailing Port, the number of wave-making boats used for wake surfing has grown rapidly.
Photo by Wang Xiaobin
Why can forehand waves achieve "the most expensive price and the best business"?
Jack said that in addition to the "first mover advantage and stick to it", forehand waves have product and service advantages.
In addition, although the age distribution of the tail wave surfing group is very wide, the "post-80s" are mostly enthusiasts, and the "post-90s" and "post-00s" are more experienced and explorers.
The club needs to have the ability to convert experience players into enthusiasts, and continue to make enthusiasts feel rewarded.
What is the future direction of this rapidly developing incremental market?
In Jack's view, the country is in the ascendant, and Sanya may usher in a bottleneck period.
"The number of wave boats in Sanya has grown rapidly. It is estimated that there are hundreds of boats at present, and many are on the way to delivery. Under the obvious tourist off-peak season and the pressure of boat maintenance and damage, in order to earn a wave of 'quick money', Price wars, secondary consumption and other phenomena have all occurred." Jack believes that running a wake surfing club is not just about building wave boats, but the key is whether the coach is qualified and reliable.
"Tourists usually choose clubs with low offers to experience. If the coaches are not good and the guests don't learn anything, the entire industry will lose potential enthusiasts."
Starting from Sanya, Forehand has spread its branches in many cities in mainland China.
"Our branches were established in Shanghai, Shenzhen, and Hangzhou last year. In 2022, the center of gravity will continue to be tilted to the mainland. We plan to form a matrix layout in Suzhou, Qiandao Lake, Liuxi River and other places." Jack said, he will be committed to the formation of Sanya. The wake surfing operation experience is brought to the whole country.
play fashion
Tenghai Community, Haitang District, Sanya City, commonly known as "Houhai Village", has become a veritable Internet celebrity village in the past two years.
In this small village of fishermen, there are far more people with surfboards than with fishing nets.
Driven by the "back sea wave people", in the past year, homestays, restaurants, bars, discos and other formats have emerged one after another in Houhai.
"You can go surfing and diving here, and you can go dancing and yoga. Houhai has become a place to experience a fashionable lifestyle." Gao Hong is the owner of the "Nomad Tiger" B&B in Houhai. Nomadic Tiger's performance is in the middle, but its layout scale is in the forefront.
"I opened a store in Houhai a few years ago. At that time, it was mainly for my leisure and reception of friends. Last year, I started to invest on a large scale to renovate the houses of many villagers to create different business formats." Gao Hong said that he and the villagers have made a decision. After a 15-year long-term lease, he opened "a seaside inn, a youth home, and a long-term apartment, and then freed up some space for a flea market and art space".
Sanya Atlantis, in-house guests watch people who are experiencing diving through the acrylic curtain wall.
Photo by Wang Xiaobin
The reason for increasing investment when the overall tourism industry is weak is because Gao Hong noticed that from the summer of 2020 to the present, although several domestic waves of epidemics have affected the Sanya tourism market, Houhai is relatively better than other places, and Recovery is quick.
Gao Hong shared his business strategy, "Young guests can choose a youth home like a university dormitory. Guests who pursue quality can live in an apartment with a living room and a kitchen for a long time. Artists can participate in our residency plan. Make use of the sea of Houhai and In the reserved building space, we organize various activities almost every day, open to all guests. We call you home, family and friends." Gao Hong said.
(Finish)