Multiple measures to stimulate consumption Tourism "summer file" is ready to go

The tourism "summer file" is ready to go

In July, college, middle and primary school students from all over the world are about to usher in the summer vacation. According to the convention, the tourism market will open a busy "summer program" - graduation trips, parent-child tours, and study tours have been launched.

Summer travel intentions are high

Not long ago, during the Dragon Boat Festival, the mainland tourism market showed an orderly warming trend, and the strong release of consumer demand enhanced market confidence. Some people in the industry believe that the Dragon Boat Festival holiday may become a turning point in the operation of the tourism economy in 2022, and lay a stable and good market foundation for the operation of the tourism economy in the summer and the second half of the year.

The summer after the Dragon Boat Festival has always been the peak of tourist travel. "Finally finished the exam!" I want to relax with my classmates. Li Jiatong, a senior high school student at the Affiliated Middle School of Beijing Normal University, told reporters that she and her classmates have booked a boutique homestay in Huairou District, Beijing, which is a four-bedroom suite with an area of 300 square meters and a rating of 4.8. We plan to go to the surrounding area during the day to see the scenery, and in the evening, we will make a hearty dinner together, sitting in the courtyard while eating our own dinner, while looking up at the stars, how beautiful! ”

"College, middle and primary school students will usher in the summer vacation, and now that the summer tourism market has started, the 'summer file' has led to a strong momentum of accelerated recovery of the tourism market." Qunar Travel Network CMO Huang Xiaojie said. The data supported her judgment, qunar travel network big data show that from June 1 to 15, the number of hotel bookings nationwide more than doubled from the second half of May month-on-month; In the past week, the number of summer ticket bookings increased by nearly 3 times compared with the previous week, and the number of scenic spot ticket bookings increased by nearly 60%.

On June 9, data released by Ctrip.com also showed that summer air ticket orders increased by 162% month-on-month in the past week; Hotel orders increased by more than 50% month-on-month. "The arrival of the summer vacation has made more young people and parent-child families willing to travel." The recent improvement of the epidemic situation and the favorable policies, the growth data of various businesses in the past week point to the recovery of the summer market. Fang Zexi, an industry analyst at Ctrip Research Institute, said.

Cheng Chaogong, chief researcher of Tongcheng Research Institute, said that at present, various localities have introduced a series of consumption promotion policies covering the field of cultural tourism consumption, and both the strength and breadth of coverage are unprecedented. "On the one hand, the policy of promoting consumption will directly stimulate consumption, on the other hand, it can set off a round of consumption boom at the social level and reactivate the consumption enthusiasm suppressed by the epidemic." At the same time, he said, "The biggest adjustment of the epidemic prevention and control policy in the tourism industry is to reduce the implementation scope of the inter-provincial travel circuit breaker mechanism from the provincial level to the district and county level, so as to avoid the situation that multiple provincial markets will be circuited at the same time in the summer of 2021, which will become a more direct support for the summer tourism market at the policy level this year." ”

Multiple measures are taken to stimulate consumption

A few days ago, Wuyishan City, Fujian Province, announced that from June 18, 2022 to December 31, 2022, under the premise of strictly implementing the epidemic prevention and control work, the main scenic spot of Wuyi Mountain will be free of charge to tourists from all over the country. In addition, for the summer tourism market, Wuyishan City has also launched a number of boutique tourism products and routes, including 7 types of research products such as nature, culture and science and technology.

In order to effectively stimulate the recovery of the tourism consumer market, many well-known tourist attractions such as Gulangyu Island in Xiamen, Fujian, Haichang Ocean Park in Shanghai, Zhangjiajie in Hunan, Huashan in Shaanxi, Lushan in Jiangxi, Changbai Mountain in Jilin and Huangguoshu Waterfall in Guizhou have recently opened free ticket activities; In addition, a considerable number of scenic spots have introduced free admission or other preferential policies for students, local residents, medical workers, etc.; Yunnan, Hainan and other places have also stimulated consumption by issuing various types of cultural tourism consumption coupons...

According to Ctrip travel network data, as of now, the cumulative sales of 0 yuan tickets in Zhangjiajie National Park on Ctrip's platform have reached nearly 4,000, and the overall ticket volume since June has increased by 667% month-on-month; Since June 6, Lushan Scenic Area has implemented a free ticket policy, and has received 53,800 tourists in the first three days, effectively stimulating the recovery of the market.

Fang Zexi said that the importance of the summer market for scenic spots is self-evident, and preferential policies such as free tickets can not only enhance the attractiveness and reputation of scenic spots, help scenic spots actively strive for tourists, but also promote secondary consumption such as scenic catering, surrounding areas, and ground transportation, bringing revenue growth to scenic spots. "Under the background of the 'go-to-ticket economy', it is also the general trend of its own iterative development to accelerate the transformation of scenic spots into diversified and open leisure resorts and improve the ability of innovative marketing and high-quality services."

On June 25, Universal Beijing Resort resumed business. On the Ctrip platform, the reporter saw that Universal Beijing Resort was hot with photo bookings, and the two 5-point products had sold more than 1,000 copies and more than 900 copies respectively. Some consumers left a message: "Look at the evaluation is good, so I made an appointment with my girlfriend for this travel shoot." Really nice and highly recommended. "1 hour of exquisite follow-up shooting within 3 people 238 yuan, 60 negatives + 6 refined pictures; 4 people in 2 hours of exquisite follow-up shooting 398 yuan, 100 negatives + 10 refined pictures, I think the price is quite appropriate. Zhang Ying, a resident of Beijing's Xicheng District who has booked with colleagues, told reporters.

Aiming at the summer market and responding to the needs of tourists, major online travel platforms have recently launched summer marketing activities. On June 16, Ctrip officially launched the 2022 Summer Travel Festival. At present, nearly 500 scenic spots have launched preferential products through Ctrip, and promoted local cultural tourism subsidies and scenic spot discounts, and this round of activities to promote the recovery of the tourism market has covered 26 provinces, autonomous regions and cities such as Anhui, Fujian and Guangdong. Fliggy Travel Network launched the "618" promotion, and the number of goods participating in the promotion doubled year-on-year. "Many popular package products have further expanded the reservation space, the dates cover summer vacation and weekends, and some merchants have also launched a promise of no price increase for summer travel, which further stimulates consumers' desire to land on the travel plan." Shu Chen, head of the Fliggy "618" project, said.

Parent-child research drives recovery

"Every winter and summer vacation, I will sign up for the study group for my children, so that children can learn while playing, and understand the stories behind the scenic spots and cultural relics through leading the teachers to explain and participate in the production, which makes the children have a perceptual understanding of the long history of the mainland." Zhang Xiaolei, who lives in Beijing's Fengtai district, said she plans to book a study tour for her children to visit the Palace Museum during the upcoming summer vacation.

Summer vacation is the peak of consumption of study tours and parent-child tours. According to the person in charge of Ctrip' study tour, this year's parent-child study tour and summer camp products are more exquisite in terms of team size than in previous years, and the proportion of small group travel is the majority; Travel modes are more diverse, including motorhome tours, SUV trips, etc.; The themes of the study activities are more explicit, such as desert trekking, stargazing and other themes are more popular with parent-child families, and historical and humanistic categories, such as museums, silk roads, scientific exploration, such as watching rocket launches and other products, have continued to rise in search recently. In view of its confidence in the summer parent-child travel market, Ctrip's study tour business has launched hundreds of parent-child and study tourism routes, and the number of products is 1.5 times that of 2019, of which children's independent travel products account for 46% of all products, and parent-child travel accounts for 54%.

Huang Xiaojie introduced that from the supply side and market research, the sales volume of summer vacation products for research and volunteers this year has increased significantly. The consumer group of research and learning products is mainly primary and secondary school students, mainly focusing on museum research and natural camping and hiking; For high school students, the main "volunteer + travel", such as Tibetan incense making, water quality testing, Tibetan culture and language classes, Yanghu garbage cleaning, thangka drawing, etc.

Cheng Chaogong judged that the demand for short-term and medium-term parent-child travel in the summer tourism market this year will be the main force, especially the demand for parent-child travel in the surrounding areas is expected to usher in greater growth. The recovery of parent-child travel demand constitutes the "engine" of the stable recovery of the entire summer tourism market, which will drive the demand for family tourism and play a strong role in the recovery of overall passenger flow.

He said that since the outbreak of the epidemic, a variety of new consumption hotspots have emerged in the domestic tourism market, from script killing to e-sports hotels to the recent camping fever, showing the huge potential for consumption diversification. "It is expected that new consumption hotspots will still occupy an important position in the summer tourism market this year, and the colorful night tour market, weekend micro-vacation, rural tour, summer vacation, etc., will add a lot of bright colors to the entire summer market."

Zhang Xue