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
俗称“后海村”的三亚市海棠区藤海社区，这两年成了名副其实的网红村。在这个渔民小村里，手拿冲浪板的人，远多于手拿渔网的人。在“后海浪人”们的带动下，过去一年，民宿、餐饮、酒吧、迪厅等业态在后海相继冒出。“这里出可冲浪潜水，入可蹦迪瑜伽，后海已经成为一个体验时尚生活方式的地方。”高宏是后海“游牧虎”民宿的老板，他说过去一年，在后海一众商家中，“游牧虎”的业绩处于中游，但布局规模位居前列。
“我早些年就在后海开了一个店，那时主要是自己休闲和接待朋友。去年开始大规模投资，将多处村民的房子重新装修，打造不同业态。”高宏说自己和村民定下了15年的长期租约，开了“一个海边客栈，一个青年之家，一个长住公寓，再腾出一些空间，做跳蚤市场、艺术空间”。
三亚·亚特兰蒂斯，住店客人透过亚克力幕墙，围观正在体验潜水的人。 王晓斌 摄
之所以在旅游业整体疲软的时候加大投资，是因为高宏注意到，从2020年暑期到现在，国内的几波疫情虽都影响三亚旅游市场，但后海相对而言比其他地方要好一些，而且恢复很快。
高宏分享自己的经营策略，“青年客人可选大学宿舍一样的青年之家，追求品质的客人可以在有客厅有厨房的公寓长住，艺术家可以参与我们的驻留计划。利用后海这片海以及预留的建筑空间，我们几乎每天都组织各种活动，面向所有的客人开放。我们叫有海有家有朋友。”高宏说。(完)