IP cities, more attractive, younger tourists, innovative gameplay
On October 7, Ctrip released the "2021 National Day Holiday Travel Summary Report". During the National Day, various places ushered in a compensatory travel boom. The number of admissions to well-known scenic spots across the country reached a peak for multiple consecutive days. At the same time, Chengdu entered the National Day destinations. The first three have been confirmed again.
The historical high temperature in some provinces and cities in the south has once again urged summer recreational activities in the autumn. The younger trend of the tourist crowd has also led to multiple innovations in gameplay.
Xie Xiaoqing, a senior researcher at the Ctrip Research Institute, said that this year’s National Day trips are generally in the surrounding area and the long-term blooming situation. There are various ways of playing in the city, such as micro vacations, in-depth tours of the surrounding areas, long-term trips within the province, and long-term inter-provincial trips.
The phenomenon of IP-driven tourism is particularly prominent in this year's National Day, and cities and resorts with IP characteristics are more attractive.
Regional tourism boom
IP cities are highly attractive for tourism
This year's National Day, affected by the further increase in the popularity of surrounding tourism and the continuous deepening of urban IP, regional tourism has become more popular than ever.
The urban economic circle represented by Beijing-Tianjin-Hebei, the Yangtze River Delta, the Greater Bay Area, and Chengdu-Chongqing has prospered in tourism, and the number of tourists choosing urban leisure, home vacation and in-depth tours around them has increased.
Ctrip platform data shows: National Day TOP 10 destinations are: Beijing, Shanghai, Chengdu, Guangzhou, Chongqing, Hangzhou, Shenzhen, Xi'an, Wuhan, Nanjing.
Due to the increased attention driven by Beijing Universal Studios' IP, Beijing took the top spot in this year's National Day destinations; Chengdu once again rose to the top three National Day destinations; Chongqing has entered the ranks of the National Day TOP5 cities for the first time in recent years.
It is worth mentioning that destinations with well-known IPs have gained the fastest popularity on the Ctrip platform, such as Henan, which has achieved phenomenal cultural IP with high-quality holiday parties in recent years, Chongqing, famous for its 8D magical scenes and immersive experience tourism, and National Day. During the period, the number of bookings on the Ctrip platform increased compared to the same period last year. Changsha, which relied on the popularity of Internet celebrity restaurants and Internet celebrity city IP, had an 87% increase in orders during the National Day compared with the beginning of the year.
Inner Mongolia, Northwest China, Yunnan-Guizhou-Sichuan, Tibet and other classic autumn-appreciating tourism regions have also undertaken the long-term inter-provincial needs of major metropolitan areas, and the popularity of destinations has increased by more than 22 times compared with the summer vacation.
Affected by the epidemic, inter-provincial travel in some cities has not yet been opened, but the attention to destinations continues to pick up. The most anticipated destinations for the return of travel on the Ctrip platform are: Xiamen, Macau, Harbin, Quanzhou, and Fuzhou.
Significantly shortened tourism decision-making cycle
Undiminished flying distance
This year, in the context of changes in tourism travel policies in some areas, the decision-making cycle of tourists has been significantly shortened.
Compared with previous years, we paid attention to air ticket prices in advance and placed orders in time, and planned the National Day Golden Week itinerary early. Many tourists only booked air tickets and made travel guides one week in advance.
Ctrip platform data shows that during the National Day Golden Week this year, the national average one-way ticket price was 821 yuan, an increase of 7% from 768 yuan in the same period last year.
At the same time, ticket bookings placed only one week before the National Day holiday have increased significantly. The number of air tickets booked in the week before the National Day has increased by 161% compared with the previous week, which has greatly exceeded the 78% increase in bookings in the week before and the previous week of the National Day holiday last year.
However, the average flight mileage of tourists traveling by plane during the National Day did not decrease. During the holidays, the average flight mileage of tourists on the Ctrip platform was 1,286 kilometers, an increase of about 3% compared with 1,248 kilometers last year. The longest route booked on the Ctrip platform was Kashgar. -Shanghai (over 4000 kilometers), the shortest route is Altay-Burqin (less than 100 kilometers).
Due to the increasing popularity of tourist cities and scenic spots during holidays, the air ticket prices of the most popular cities and tourist destinations have increased significantly. Among the TOP 20 routes, the Shenzhen-Beijing route with Beijing as the destination has the highest average price increase, reaching 47%; The average price of an inbound ticket from Jiuzhaigou is 1,357 yuan, an increase of 10% over the same period last year.
Outstanding characteristics of urban mutual travel
In-depth exploration in one place is more popular
In the context of the boom in surrounding tourism, high-speed rail tourism continues to be popular. Ctrip data shows that the average price of surrounding high-speed rail tours on National Day this year is 113 yuan, and the average price of inter-provincial tours is 437 yuan.
The most popular routes are concentrated in the Beijing-Tianjin-Hebei, the Yangtze River Delta, the Greater Bay Area, and the Chengdu-Chongqing urban economic circle. The top ten departure and arrival destinations of Ctrip's platform are highly overlapped, and the characteristics of urban mutual travel are outstanding.
At the same time, as travel themed and personalized needs continue to increase, the length of time tourists spend in-depth exploration in a place continues to increase. Ctrip data shows that the length of stay around the high-speed rail has increased from 1.5 days last year to nearly 2 days. Taking a micro vacation has become an increasingly popular way of travel for tourists.
The National Day holiday is long and the golden autumn is suitable for travel. In addition, the free passage of small passenger vehicles on the highway during the holiday has significantly increased the demand for private cars and rental cars.
Analysis of the top ten most popular destinations for self-driving people are Sanya, Chengdu, Haikou, Shanghai, Xi'an, Guiyang, Chongqing, Dali, Kunming, and Xining.
It can be seen that Hainan, Northwest, Southwest and other regions continue to be popular, and Chengdu ranks second here.
High temperature drives hot water parks
The appeal of branded holiday IPs has increased
During the National Day, due to the concentrated release of enthusiasm for tourism that has been suppressed for a long time, various scenic spots have ushered in a recent high in the flow of people.
Ctrip data shows that platform ticket bookings gradually climbed in the first two days and reached the peak on October 3, which is in line with the holiday booking characteristics of long-term travel.
Judging from the most popular scenic spots in various regions, theme parks, zoos, popular science centers and museums, world cultural heritage, scenic spots, ancient towns and ancient villages are the most popular.
Due to the record-breaking high temperature in the south, this year’s National Day was ridiculed as “heat” comparable to summer vacation. The high temperature not only drove the surrounding sea-view islands, tide watching and river cruises, but also continued the hot water park this summer.
In contrast, some cities in the north ushered in the first snow after autumn during the National Day holiday, and tourism in the north and south has different landscape features during this holiday.
At the same time, due to restrictions on the epidemic situation in various regions, teenagers concentrated on local and surrounding tours during the National Day holiday. School-age teenagers drove the popularity of local science and park attractions soaring. Ctrip platform data shows that the number of ticket bookings for local school-age teenagers has increased by 133 compared with the same period last year. %, driving the popularity of local attractions to increase by 219%.
As parks and small town attractions provide one-stop options for food, lodging, travel and shopping, they are almost versatile destinations for parents, couples, families, and groups of all kinds. The number of tourists who choose theme parks for a micro vacation around the city is increasing. .
At the same time, as the characteristics of various domestic tourism and vacation IPs are gradually highlighted and brand recognition in consumers' minds is further strengthened, branded vacation destinations are more popular with consumers during the National Day this year.
In summary, most of the most popular theme scenic destinations on the Ctrip platform have distinct IP characteristics, good locations and high-quality service standards.
On National Day this year, the popularity of branded holiday destinations increased by 327% compared with the same period last year.
Red tourism, innovative theme play
Experiential country tours are popular
During the National Day, the red line and the red scenic spot are becoming more popular. Taking the advantage of the holiday to take the baby to visit the red site and relive the red history has become the choice of many parents.
According to the Ctrip platform, the proportion of parent-child trips in the Red Scenic Area has increased by 30% compared to the same period last year.
The TOP 10 most popular red tourist destinations are: Beijing, Yan'an, Changsha, Nanjing, Xichang, Jiaxing, Zunyi, Lu'an, Shanghai, Anyang.
With the increase in the number of family-based travellers during the long holiday, this year's National Day, theme tours and rural tourism projects have also continued to innovate. Tourists can also experience immersive, interactive and diverse gameplay in the surrounding countryside.
Around the first- and second-tier cities, the Yangtze River Delta region, go to Anji and Mogan Mountain to climb and play in the water, cruise to enjoy bamboo, go to Tianmu Lake to soak in hot springs, appreciate the bamboo sea, and stay in bamboo-themed inns. Going to Qingyuan to play in the water, mountain cross-country, and fruit picking is popular; in the Beijing-Tianjin area, go to Qinhuangdao, Beidaihe to taste seafood, play sand, to Mulan paddock, Ulan Butong Linhai crossing, and tasting Manmont color meals are highly popular.
At the same time, with the increasing demand for knowledge among young people in the walking classroom, research products are also popular among parents during the long vacation.
Ctrip data shows that during the National Day, parent-child outdoor activities in the Ctrip platform study tour products are more popular with consumers. The gameplay includes camping, farming activities and cycling. The sales accounted for more than 60% of the overall study tour products. Become a favorite of parents while having fun.
Chengdu Commercial Daily-Red Star News Reporter Zhang Bo He Zheng