The first small holiday in the spring of 2022 is coming to an end, and people who go out to enjoy flowers and return to their hometowns to worship their ancestors have also embarked on the way home. On April 5, major OTAs released the "2022 Qingming Holiday Travel Consumption Data Report", which analyzed and took stock of the national travel consumption market during the Qingming holiday. The data shows that due to the impact of the current round of the new crown epidemic, the travel radius of people during the Qingming and Ming Dynasty holidays has become significantly smaller, local tourism has become the mainstream, and long-distance travel is mainly concentrated in major urban agglomerations. Surrounding and local ticket orders accounted for 88%, and nearly 90% of tourists visiting scenic spots chose to travel at their doorstep; walking in the green and enjoying flowers, camping in the park, and outdoor sports have become the popular way for tourists to travel during the Qingming Festival.
"Countryside + experiential" tourism continues to be popular
Rural tourism recovers 92% compared to pre-pandemic
This small long holiday, "village + experiential" tourism continues to become popular. According to Ctrip data, qingming rural tourism orders accounted for 20% higher than before the epidemic this year, and rural tourism has recovered 92% since 2022 compared with the same period in 2019, which is one of the tourism categories with the strongest recovery momentum.
This year's Qingming, "rural tourism around big cities" is particularly popular, and the proportion of urban local residents booking rural hotels and homestays has reached 60%, an increase of 35% year-on-year. The top 10 cities for rural tourism sources during the Qingming Festival are: Beijing, Guangzhou, Hangzhou, Chongqing, Shenzhen, Wuhan, Nanjing, Ningbo, Xi'an and Qingdao.
From the perspective of rural tourism consumption power, Beijing users rank first with 39% of orders, reflecting a strong enthusiasm for travel - and parent-child users are the core group. According to Ctrip data, parent-child families accounted for nearly 40% of the hotel and homestay bookings in the countryside on the outskirts of Beijing during the Qingming holiday. Taking children to catch tadpoles by the lake and going to orchards to pick seasonal vegetables and fruits has become a new trend for urban residents to travel locally during small and long holidays.
Many small and medium-sized cities have also become popular destinations for rural tourism during the Qingming holiday. According to Ctrip data, the top 10 small and medium-sized cities in rural tourism orders are: Ya'an, Hanzhong, Neijiang, Wuzhong, Panzhihua, Zhongwei, Jingmen, Jiuquan, Nyingchi, Shangluo – the western cities account for 90% of them, which is also closely related to the impact of the current round of epidemics on different regions.
In areas where travel can be smooth, most users have chosen to embrace nature and enjoy the rare "outdoor freedom". This year's Qingming, the number of ticket orders for outdoor sports attractions on Ctrip's platform increased by 66% compared with the same period last year. The top 10 most popular outdoor scenic spots during the Qingming Dynasty are: Mutianyu Great Wall, Beijing Pinggu Jinhai Lake, Siguniang Mountain, Wind Valley Outdoor Paradise, Cloud Grassland, Huanglong Scenic Area, Youlan Mountain Fairy Tale Forest, Yulong Snow Mountain, Moshi Park Scenic Area, and Shenmulei.
Xie Xiaoqing, a senior researcher at Ctrip Research Institute, believes that the core of rural tourism is leisure tourism, which pursues a relaxed, pleasant and experiential lifestyle, and is closer to nature. The sharp increase in the rural tourism economy has led to the rise of rural accommodation, camping, outdoor and other industries, and will further promote the sustainable development of tourism in urban suburban areas.
The Qingming local tour market is active
People all over the country enjoy the flowers nearby
On the eve of the Qingming Festival, a new round of COVID-19 appeared in many parts of the country, but Chinese tourists still did not want to live up to the spring light. Local tours have become the main choice for tourists during this Qingming holiday. Tongcheng travel big data shows that in 2022, local hotel orders accounted for 67% of hotel orders during the Qingming holiday. Among the platform's car orders, local travel orders accounted for 91.3%.
At the same time, the time cycle of people booking various tourism products such as air tickets, hotels, scenic spots and so on has been further shortened, and the data shows that the proportion of users who book tickets within one week in advance of the Qingming small holiday accounts for more than 70%, the average booking cycle of hotels is shortened to 1.6 days, and the proportion of scenic spot tickets booked on the same day is more than 80%.
In terms of population distribution, the proportion of people traveling after 00 during the Qingming holiday exceeded 15%. In the spring of flower viewing, women travel more than half. Among people of different ages, the post-80s are more concerned about parent-child family travel, while post-90s tourists are more concerned about various festivals and folklore activities. Many domestic activities such as garden parties are held during the holidays, which are deeply loved by young tourists.
In addition, young tourists' attention to historical and cultural scenic spots is also rising, on the eve of the Qingming Festival, the top ten new archaeological discoveries in 2021 were unveiled in Beijing, the data shows that within an hour of the news release, the search popularity of the "Sanxingdui" selected by the Tongcheng travel platform into the list increased by 94.7%, and the search popularity of Daocheng, Yunmeng and other related searches also showed an upward trend, and many young tourists chose to go to these places during the Qingming holiday.
The search for homestays and camping has increased
Esports hotels are still the favorites of the post-95s
In terms of the accommodation market, the accommodation keywords with the fastest growth in attention during the Qingming holiday this year are camping, e-sports hotels and homestays. Among them, e-sports hotels are still the keywords most concerned by young users in the accommodation field, for them, every holiday is a good opportunity to go to the hotel with friends to party and play e-sports. During this year's Qingming holiday, "esports hotel" searches rose 84% month-on-month.
Camping activities have a long history, and in the past two years, they have attracted special attention from the market. With the construction and opening of various campgrounds in the country, more and more young tourists are beginning to try this new way of travel. Data released by Tongcheng Travel shows that the search volume of "camping" across the country during the Qingming holiday this year increased by 98% month-on-month. Some tourists will go to the outdoor mountains or parks to camp overnight, and some tourists will bring tents to experience the camping atmosphere in the surrounding area, returning home or staying in hotels at night. According to the data, the cities most concerned about camping in China are Hangzhou, Guangzhou, Beijing, Chongqing and Wuhan. Overall, the most popular cities in China for booking hotels during the Qingming holidays are Guangzhou, Chengdu, Beijing, Shenzhen, Xi'an, Chongqing, Hangzhou, Dongguan, Wuhan and Changsha.
The "star picking" urban tourism market rebounded
Ticket sales of attractions in Shenzhen soared 13 times
On April 1, the Shenzhen itinerary code "picked the star", the global low risk, the day of qunar platform, Shenzhen search volume increased rapidly by 11 times. 4.1-4.5, on the Qunar platform, Shenzhen attraction ticket sales increased by 13 times compared with 3.27-3.31, and hotel bookings increased by 19% month-on-month, showing the rapid rebound of the tourism market. During the Qingming Dynasty, the most popular attractions in Shenzhen were The Wildlife Park, Qingqing World, Happy Valley, Window of the World, and Rose Coast, with more than 80% of local tourists.
Similarly, at the end of March, Xi'an, Baoji and other cities have successively "picked stars", which has also stimulated the tourism market in Shaanxi Province to usher in "Xiaoyang Spring". Qunar data shows that from 4.1 to 4.5, xi'an attraction ticket sales increased 12 times from 3.27-3.31 month-on-month, and hotel bookings increased by 22%. The most popular attractions include: Cuihua Mountain, Qinling Wildlife Park, Zhongnan Mountain South Wutai, Bailuyuan Film and TELEVISION City, Terracotta Warriors. Among them, the ticket sales of Cuihua Mountain and Qinling Wildlife Park have entered the top ten in the country in terms of Qunar Qingming ticket sales, and more than 70% of the tourists are tourists in Shaanxi Province.
The rebound in Xi'an and Shenzhen has also driven tourism consumption in other cities in Shaanxi and Guangdong Provinces. Qunar data shows that during the Qingming Dynasty, hotel bookings in Tongchuan, Baoji, Hanzhong, Xianyang and Shangluo in Shaanxi Province all rose by more than 40% compared with the pre-holiday period. Guangdong Guangzhou, Foshan, Dongguan, Shantou, Huizhou hotel bookings increased by more than 50%.
Qingming ticket prices are the lowest in nearly three years
Popular routes frequently present 100 yuan naked fare tickets
In terms of air tickets, according to Qunar big data, the number of air ticket bookings in cities where the epidemic is relatively stable increased by 30% compared with the previous week. It is worth noting that this year is approaching the holiday node, and the ticket prices of many popular routes have plunged sharply. According to Qunar big data, as of April 4, the average price paid for economy class tickets booked from April 1 to April 6 was 548 yuan, down nearly 20% from last year, and this year's Qingming holiday ticket was the lowest price in the past three years. "Cabbage price" tickets appear in some popular routes, and the naked ticket price is only about 100 yuan.
In addition, searches from qunar platforms show that not only the Qingming holiday, but also the airfare prices remained at a low discount throughout April. There are many 1-fold straight plane tickets in some popular routes, and the price of naked tickets is about 100 yuan. According to the Qunar platform search, as of 18:00 on April 4, there were also many tickets with less than 10% off the list of low domestic air tickets departing from Guangzhou, Chengdu, Beijing and other places.
In addition, starting from April 5, a number of domestic airlines will raise the standard of fuel surcharge for passenger transportation on domestic routes, in the face of the phenomenon of rising fuel surcharges for ticket price reduction, a netizen said on the social platform: The ticket is not high in surcharge, it is really "cabbage ticket golden oil".
Qunar reminds users to book tickets closer to the travel date to avoid delays and losses due to the impact of the epidemic and frequent temporary flight adjustments. At the same time, Qunar has launched the epidemic policy subscription function, which synchronizes the refund policy issued by the airline in real time, and users can choose to subscribe to the query.
Written by: Nandu reporter Xu Kun
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