Nanjing and other "Houlang cities" have become popular places for wine tourism investment; In the post-real estate era, tourism and vacation have become the third largest demand after education and medical care; Last year, the number of new hotel companies far exceeded the number of bankrupt hotel enterprises, and hotel brand chaining is a major trend... On March 29, at the Cultural Tourism Vision Urban Style Forum held at Qingpu Cultural Center Yangzhou Slender West Lake, participating experts and industry veterans discussed and speculated on the certainty and uncertainty of cultural tourism and other industries.
The number of hotel bookings in Yangzhou in the first quarter may quadruple year-on-year
Jiangsu has recently become popular in many cities including Nanjing, because of the phrase "spring is not late", many people are keen to check in the real Jiangnan, and at the forum on the same day, Gao Songyuan, head of the China region of Asia Travel Big Data Research Institute and founder and CEO of Space Secret Agent, released the 2023 Yangzhou Travel and Accommodation Market Investment Development Report.
According to the report, since the first quarter, the number of hotel bookings in Yangzhou is expected to increase by 204% compared with the same period last year, and the average order price has increased by 42%, while Shanghai, Nanjing, Suzhou, Beijing and Wuxi are among the top five in the source of wine tourists.
Cultural tourism complex has become a new direction for ultra-high-net-worth individuals to invest
The report shows that real estate and stocks account for the highest proportion in the portfolio of ultra-high-net-worth individuals, but now they are changing, and hotels, apartments, commercial, cultural and tourism complexes, office logistics parks, etc. have become new investment directions. Gao Songyuan believes that long-term rental apartments and hotels are becoming the most growing commercial real estate category in China in the next decade, benefiting from the rise in apartment and hotel transactions in the global bulk trading market, benefiting from the growth of sustainable rental demand.
In the previous ranking of "Houlang Cities", Hangzhou, Chengdu, Nanjing, Xi'an, Changsha, Wuhan, Jinan, Chongqing, Xiamen and other "Houlang Cities" ranked in the top 10, attracting a large number of young people to check in, and these cities have also become popular places for wine tourism investment.
According to the data collected by the report, in 2022, 254,300 new hotel companies will be added in China, and 141,200 will fail, and 87% of these closed hotels will be independent hotels, so hotel brand chaining is a general trend. In 2022, the total transaction value of China's hotel investment market was approximately US$1.3 billion, accounting for more than 26% of the overall market in the Asia Pacific region. The Yangtze River Delta and Guangdong, Hong Kong and Macao remain the most active investment destinations in China. In 2023, mid-to-high-end hotels are expected to account for more than 40% of the market.
In this regard, Gao Songyuan believes that from the perspective of the cultural travel industry, the brand has entered the whole format transformation and reshuffle period, brand building is a continuous lifelong systematic project, and the channel dividend is being replaced by the brand dividend.
Tourism and vacation have become the "just need" second only to education and medical care
"Tourism is already an indispensable rigid need in our lives", talking about the recent explosive growth of the cultural tourism industry, Yang Xueshan, co-founder and CEO of Qingpu Humanistic Resort, said in an exclusive interview with reporters, in fact, with the improvement of people's living standards and quality, tourism and vacation have become the third major rigid need of people's lives after education and medical care. As social people, we all need to understand the society, the source of cognition in addition to work reach, is life extraction, and need to accumulate cognition, we must contact more all levels of society, see different scenery, feel the culture and lifestyle of different places, read ten thousand books is not as good as travel thousands of miles is also the meaning.
Only by activating local heritage can we attract cultural holiday customers
Since the first quarter of this year, the cultural and tourism industry in many places has experienced explosive growth and explosive consumption, and many practitioners in the cultural and tourism industry have mixed feelings about this, some people think that it is staged retaliatory consumption, and some people believe that consumer demand will continue to blow out.
In this regard, Yang Xueshan believes that as a practitioner, we should not be overly optimistic or pessimistic, in fact, the future certainty and uncertainty of the tourism industry coexist, and for the cultural tourism industry, how to deepen the market, tap its own characteristics, activate local cultural heritage, combine local characteristic resources, etc. are very important. For example, the definition of Qingpu Cultural Hotel is not a simple wine travel industry, but a platform to create a humanistic holiday lifestyle, and the living space is only an initial stage of the hotel, which allows guests to stay, experience local culture, and form a demand for repurchase, which is very important.
In fact, Qingpu Hotel in various places relies on local culture, combines architecture and local historical inheritance, and allows architecture and culture to coexist, the first thing to do is protection, then activation, and finally to provide cultural resource integration, quality business operation and high-end customer marketing. For example, the Qingpu Yangzhou Hotel adjacent to Slender West Lake is a garden-style pavilion carefully carved out of 1.2 million century-old green bricks in three and a half years, and every place can easily shoot blockbusters.
For the concept of cultural vacation, Yang Xueshan said that the age group of customers is wider than ever, in addition to business travelers over 30 years old, there are also a large number of high-quality family cultural vacations or parent-child vacations led by the hostess at home, which has been confirmed in Qingpu's big data. There are a total of 402 art and cultural experiences in Qingpu Xingguan across the country, such as Yangzhou bonsai playthings, lacquer art style, and Guangling string sound; Hakka culture's painting realm Tulou, wrong silver into painting, stacked color walled building; Gu Su's square inch nuclear carving, Su embroidered Lanxin, knife walking jade bamboo... These are bridges and traffic pools for high-end customers to feel the local culture, and they are also indispensable human elements for creating super IPs for urban travel.
Yangtze Evening News/Purple Cow News reporter Xu Xiaofeng
Proofreader: Li Haihui