Text/Yangcheng Evening News All Media Reporter Liu Xingtong Photo/Provided by the interviewee (except for the byline)
The hot travel trend of the May Day holiday is still vividly remembered, and this summer has been pinned on high hopes by the industry, and it is expected to once again show the strong momentum of tourism recovery in terms of tourism spending and spending power.
With the college entrance examination and the middle school entrance examination coming to an end, the summer vacation is coming, indicating that graduation travel is ushering in the peak season. According to data from a number of travel agencies and platforms, the long-distance and long-term travel needs of student customers and parent-child customers are ushering in an accelerated release, and the characteristic peripheral tours with in-depth experience have also led to theme parks, characteristic hotels and homestays, campsites, etc. around the city - a holiday for multiple trips, becoming the choice of many graduates, while "special forces tourism" has been temporarily abandoned, and in-depth experience is the supreme pursuit of this summer outing.
Focus 1
"Slow tour" experience with the city cultural style homestay
According to the "2023 Summer Booking Trend Insight Report" released by Ctrip, the summer market in 2023 is expected to exceed the same period in 2019, of which (graduation) parent-child travel is the absolute main force.
It has to be said that graduates have ushered in the most anticipated summer vacation in recent years - an unimpeded long vacation, but wherever they can think of it, they can almost walk.
According to data from Meituan's platform as of June 7, the search for graduation travel increased by more than 608% month-on-month, of which the number of travel order bookings (including hotels, homestays, attraction tickets, and transportation) in the two weeks after the college entrance examination increased by nearly 50% compared with the same period last month.
In Guangzhou, the number of travel bookings for the graduation season and the entire summer increased by more than 128% year-on-year, with non-local customers mainly from Shanghai, Beijing, Changsha, Wuhan, Chengdu and other places.
It is worth mentioning that for the corresponding college entrance examination candidates, the super long vacation of nearly three months makes them refuse "special forces tourism", but choose to experience local culture through "slow travel". Among them, homestays focusing on cultural customs have become the mainstream accommodation choice for "slow travel".
"I did my homework in advance with a few friends who played well, booked a villa converted from the Republic of China period near Dongshankou in Guangzhou, and liked the Manchurian windows and other Lingnan architectural elements inside, and felt that it was both retro and trendy." Xiao Jiang, a senior high school graduate from Shanghai, told reporters that he and a few classmates came to Guangzhou on the third day after the college entrance examination, "The main purpose is to check in Guangzhou's morning tea and other delicacies." ”
The data shows that the number of weekly or monthly bookings for the recent graduation season and summer has increased by 153% year-on-year. On the Meituan platform, the three most popular homestay booking business districts in Guangzhou are Haizhu Square/Beijing Road, Chimelong Tourist Resort, and Pearl River South (Henan) area, of which nearly half of the bookers are "post-00" young tourists.
Focus 2
Research products focus on "learning is greater than travel"
Under the change of supply and demand in the tourism market, new formats have gradually emerged, and the summer vacation has become the best testing ground for new products.
According to Li Qian, head of Ctrip's East China business, she and her team have been preparing for summer products since the Spring Festival, and as of June 11, the number of pre-orders for research products has exceeded the same period in 2019, and the order volume this week has increased by more than 40% compared with last week.
According to reports, research products focusing on history and humanities, outdoor nature, science and technology are the most popular. From the perspective of products, scenic spot/exhibition hall themed 1-day tours and long-term 5-9 day tours in many places are the most popular. From the price point of view, the per capita price of multi-day tour products is about 6,000 yuan, an increase of about 20% compared with the summer of 2019.
"There is a clear trend in the parent-child camp products this year, that is, parents prefer 'adults and children can take care of products'." Li Qian said that some product route designers especially let parents and children act separately during some periods, such as children listening to knowledge explanations or participating in game sessions, parents can play travel photography and eat afternoon tea at the same time, and have fun with each other.
Xiao Yuanshan, an observer of the cultural and tourism industry, said that the current iteration of tourism demand side is significant, and the supply side urgently needs to be further upgraded, and theme tours represented by research and study will be more favored. In Xiao Yuanshan's view, in the design of research products, the characteristics of "learning is greater than tourism" are constantly highlighted, and traditional destinations and large-scale scenic spots are also advancing with the times, and will be upgraded and transformed in terms of experience and teachers according to the needs of summer vacation research and study, such as in Beijing, well-known IPs such as the Forbidden City, National Expo, and Tsinghua Peking University campus have become popular destinations for study tours.
Focus 3
Long-term tours are unimpeded, and RV private groups have become new favorites
According to Ctrip's data, in this unimpeded summer vacation, the current inter-provincial travel orders have exceeded 70%, and summer long-term travel is expected to break out.
What inter-provincial long-term travel destinations does Lao Guang prefer? According to the statistics of local travel agencies, Xinjiang, Yunnan, Ningganqing, Inner Mongolia, Beijing, Shandong, Hubei, Guizhou, Northeast China and Hainan are the top ten destinations for summer inter-provincial tourism with the highest popularity of "Laoguang" consultation and registration. According to the relevant person in charge of Guangzhou Tour, park tours that can meet the needs of both play and vacation, grassland summer tours that are timely and in season, and historical and cultural tours that are edutainment have become the mainstream preferences of summer inter-provincial tourism. In terms of the theme of the route, it includes innovative science popularization, Chinese style culture, folk heritage, nature exploration, dynamic sports, etc., and the categories are richer than before.
It is worth noting that private caravan groups mainly in the northwest region have become the new favorite of long-term domestic tours this year.
The reporter learned from Tuniu.com that this summer, the number of days and distances traveled by tourists has been significantly extended, and domestic long-term travel has dominated summer tourism consumption. The most popular days of summer are 5-6 days, 3-4 days and 7-8 days. In addition, more than 8% of users travel for more than 10 days.
"Among the domestic long-term travel destinations, Yunnan, Xinjiang, Beijing, Ganqing Link, Hainan, Inner Mongolia, Guangxi, Sichuan, Jiangsu, Shaanxi and other destinations are among the most popular inquiries and bookings." According to the relevant person in charge of Tuniu, as the temperature gradually rises, the demand for summer heat and cooling is strong, and the popularity of summer resorts such as Yunnan, Xinjiang, Gansu, Qinghai and Inner Mongolia has increased significantly, and the "RV private tour" tailored for family summer vacations, such as "Xinjiang-Ili-Shata Ancient Road 7-Day Tour", "Yunnan Jianshui-Yuanyang-Pujihei 7-Day Tour" and "Qinghai-Gansu Grand Ring Line Double Flight 8-Day Tour", has become popular for consultation and registration.
The reporter learned that this kind of RV private group uses RV travel throughout the whole process, driven by a housekeeper, the itinerary is free and casual, and the rest mode can be switched at will during driving, which is a "wayward play" suitable for private travel of the whole family.
"Our family of three came into contact with RVs for the first time, and chose Qinghai Gansu 9th private group, what we fancy is that there is a butler intimate service throughout the process, the housekeeper is not only responsible for driving, but also serves as a tour guide, photography helper, life assistant... The children are only six years old, and the private group allows us to concentrate on getting along with the children without delaying the fun of RVs. Mr. Fang, a tourist from Guangdong, told reporters.
Where do Guangdong test takers like to go?
According to Ctrip's data, the number of travel orders for the summer (6.9-8.31) graduation season of college entrance examination candidates in Guangdong Province increased by 155% year-on-year, of which hotel orders increased by 341% year-on-year.
The top ten popular destinations for Guangdong candidates are: Shanghai, Beijing, Chengdu, Chongqing, Hangzhou, Kunming, Nanjing, Xi'an, Haikou, Wuhan; The top ten favorite attractions are: Shanghai Disney Resort, Chimelong Water Park, Universal Beijing Resort, National Museum of China, "Impression Putuo" performance, Chengdu Happy Valley, Bell and Drum Cableway, Shanghai Happy Valley, Gansu Provincial Museum, Chimelong Happy World.
Graduation highlights and suggestions
According to the registration situation in recent years, the graduation tour group is mainly for the purpose of checking in Internet celebrity cities, attractions, museums, food and other destinations, such as Zibo, Dali, Zhangjiajie and other destinations, as well as Chengdu Giant Panda Breeding Research Base, Universal Beijing Resort, Shanghai Disney Resort, Shaanxi History Museum, Nanjing Museum and other scenic spots. The relevant person in charge of Tuniu Travel said.
In the face of the summer tourism season, some specially created theme activities in scenic spots can add more color to the graduation trip.
It is reported that Universal Beijing Resort will launch its first summer limited experience - the new entertainment performance "Universal Cool Summer" from June 22 to August 27, and Bumblebee, who will appear on the stage for the first time after the opening of the park, will compete for the title of "DJ Champion" with popular global star characters loved by tourists. The summer Universal City Drive will also feature weekend street music for the first time. From June 21st to August 31st, Shanghai Disney Resort will also bring new Disney characters, dynamic entertainment performances and more to start a relaxing summer trip for young people such as graduates...
Travel experts recommend that graduation trips should be planned and booked well in advance of the start of the summer holidays, which are peak travel periods when hotels, attractions and flights are tight, and planning ahead can help students manage budgets and expectations more effectively. At the same time, safety principles should be kept in mind during the itinerary, and it is recommended to check the latest travel warnings and advice to understand the security situation of the destination; Do not drink excessively or participate in dangerous activities when partying, and try to maintain a balance between play and rest to avoid fatigue caused by too much activity in a short period of time.
In terms of travel experience, it is recommended to focus more on the human experience of the destination - the graduation trip is likely to be the first truly independent trip for students, so take advantage of this opportunity to learn about and experience different cultures, including trying local food, visiting local history and art museums, or participating in local festivals for a deeper experience.
In addition, for graduates, when conditions permit, they should also choose a mode of travel with less environmental impact as much as possible, such as choosing to take public transportation, stay in eco-friendly hotels, or participate in public welfare tourism activities as appropriate.
Source | Yangcheng Evening News • Yangcheng Pie
Responsible Editor | Lili
Proofreading | Huang Wenbo
Editor: Li Li
Source: Yangcheng Evening News • Yangcheng Pai