Please answer the | 2021 Tujia Homestay Jenny Li: Rural tourism is a new blue ocean for the future tourism market

Cover news reporter Wu Yujia

In 2021, with the normalization of epidemic prevention and control, urban micro-vacations, urban peripheral tours, and self-driving tours in the province have become the tourism trends of the post-epidemic era, allowing homestays to usher in new growth points. At the same time, with the implementation of the "double reduction" policy, many players in the education track have turned their attention to research and camp education courses, which has also brought good news to improve the occupancy rate of homestay weekdays.

Driven by domestic homestay development policies and market demand, how will the homestay industry develop in the future? On January 20, Jenny Li, executive vice president and chief commercial officer of Tujia Homestay, shared her 2021 keywords and outlook for 2022 in an exclusive interview with cover news.

Cover News: For you, what are the keywords for 2021? Why?

Jenny Lee: The key word I think is "sinking."

"Sinking" has two meanings: First, the market demand sinks. The normalization of the epidemic in the past two years has brought opportunities for the tourism industry to adjust, so although it is dangerous in the epidemic, it has also seen opportunities. For example, under the epidemic situation, the market demand has shifted from "sightseeing- type" to "resort-type" rural experience-based homestay consumption into a new trend, especially non-standard accommodation resort-type homestays are particularly popular.

The data of these years also shows that under the background of the return of overseas tourism, the sinking of homestay consumption is a major trend. In 2021, the cities with the highest growth rate of Tujia homestay orders are basically concentrated in the sinking area, and the growth rate of Yushu, Aral, Naqu, Guoluo, Bortala and other cities is above 1,000%.

In turn, the changes on the demand side have promoted the reform of the supply side of the homestay. This year, under the guidance of the grand strategy of rural revitalization and with the policy support of local government departments, the country house has undergone a qualitative change compared with the previous farm houses. The country house is developing in the direction of boutique monomers, brand chains, and community clusters.

The second is that in 2021, what we are focusing on is to lay out the sinking area. In 2021, I have been traveling back and forth in villages across the country to help the recovery of cultural tourism and the construction and operation of country houses. In the future, based on agricultural resources, natural ecological environment and living culture, country houses that respect the natural ecological environment and unique humanistic customs are being welcomed by more and more consumers, and with the promotion of the rural revitalization strategy and the support of national policies, this will be an important opportunity to affect the development of the homestay industry in the future.

Therefore, for us, rural tourism is the new blue ocean of the future tourism market, and Tujia will also take high-quality country house products as the fulcrum, focus on the layout of the sinking market, and promote the revitalization of rural tourism.

Cover News: What do you think of 2022? Why?

Jenny Lee: 2022 is a year full of opportunities, and we have considerable expectations and confidence.

Although the epidemic is experiencing in 2020 and 2021, as peripheral travel becomes the mainstream travel trend, homestays that can meet the privacy, quality and personalized experience have been loved by more and more users, and the ADR (average room night price) and room night volume of homestays are growing this year. During the epidemic, the strong demand in this market has been verified, and at the same time, we have been using the pause time of the epidemic to prepare and consolidate the business foundation. It's true that many players have withdrawn from this circle, but there are also many new players and professional players who have joined in, and we have found many new opportunities in the process.

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