The rise of online travel orders and the challenge of physical stores
Recently, China's tourism industry has experienced a series of rare phenomena, the most striking of which is that the scenic spots are full and the high-speed rail tickets are sold out, but there is no sign of the tourism boom. Behind this phenomenon are profound structural changes, one of which is the rise of online travel bookings. With the rapid development of Internet technology, more and more tourists choose to order travel products online, and this trend is hitting traditional brick-and-mortar stores, causing their performance to decline.
The rise of online travel orders has made it easy for travelers to book flights, hotels, travel packages and other travel products without having to physically visit a physical store. This convenience not only attracts the younger generation of tourists, but also changes the competitive landscape of traditional tourism. Many traditional travel agencies have had to adapt to this change, shifting their operations to online channels to remain competitive. However, for some brick-and-mortar stores, this transition period may bring certain difficulties, leading to a decline in performance.
The surge in tourism operators and fierce price competition
In addition to the rise of online orders, China's tourism industry is also facing a surge in the number of travel practitioners.
More and more people are joining the travel industry, and competition is intensifying, from tour guides and hotel employees to travel planners and freelancers. This phenomenon has led to a decline in tourism prices and a dilution of profits.
With the increase in tourism practitioners, the competition on the supply side has become more intense. Travel agencies, hotels and attractions have had to launch various promotions and discounts in order to attract tourists. This is undoubtedly a good thing for tourists, who can enjoy more travel services at a lower price. However, for tourism practitioners, this means that their profits are compressed and the pressure to survive and thrive is increasing.
As a result, travel practitioners have had to constantly innovate and offer more attractive products and services to survive in a competitive market.
The "reverse consumption" of domestic tourism and the rational choice of consumers
While scenic spots are full and high-speed rail tickets are sold out, an interesting trend has emerged in the domestic tourism market, known as "reverse consumption". This trend is reflected in people's more rational and personalized choice of travel methods and products. They are more cost-effective and more pragmatic in their travel planning.
First of all, self-driving tours have become an increasingly popular way to travel. Compared with traditional group tours, self-driving tours allow tourists to explore the destination more freely and experience more local culture and customs.
In addition, self-driving tours can reduce the cost of travel, as tourists can choose more affordable accommodation and meals.
Secondly, niche attractions are gradually emerging. In the past, most tourists chose to visit well-known attractions, but now more and more people are willing to visit some less famous but scenic places. This trend has driven the development of some niche attractions and also provided visitors with more opportunities for choice.
Non-hotel accommodation and the emergence of practical specialties
In addition to changes in travel patterns, the domestic tourism market has also witnessed the emergence of non-hotel accommodations and practical specialties.
More and more tourists are choosing homestays, inns or holiday homes on accommodation platforms, not just traditional hotels. This option not only provides a more comfortable and personalized stay, but also better integration into the local culture.
In addition, practical specialties are attracting more and more tourists. These specialties are usually local traditional handicrafts or cuisines that tourists buy not only to make good memories but also to support the local economy. This trend reflects a deeper pursuit of travel, not just for short-term enjoyment, but more on interaction and experience with the destination.
Conclusion – Structural changes in China's tourism industry
In summary, China's tourism industry is undergoing profound structural changes. The phenomenon of full scenic spots and high-speed rail tickets selling out, although it brings challenges to the tourism industry, it also reflects consumers
New demand for tourism and more rational choices. Key features of this change include:
First, the rise of online travel orders is changing the way the travel industry operates. Traditional brick-and-mortar stores still exist, but they must adapt to the internet age, offering online bookings and customer service to remain competitive. This has also prompted travel practitioners to pay more attention to online marketing and customer experience.
Second, competition in the tourism industry is becoming more intense, prices are falling and profits are decreasing. While this is good news for tourists, for practitioners, they need to find a balance between providing higher quality services and attracting more customers. This could lead to the survival of the fittest for some businesses within the industry, and only those that adapt to market changes and provide unique value will survive.
Finally, the "reverse consumption" trend in the domestic travel market reflects consumers' new attitudes towards travel. They pay more attention to personalized experiences and choose travel methods and products more rationally. This has led to the rise of emerging markets such as self-drive tours, niche attractions, non-hotel accommodations and useful specialties.
This also reminds travel practitioners to pay close attention to consumer needs and trends, and constantly innovate to adapt to the market.
Overall, the structural change in China's tourism industry is an irreversible trend that will continue to shape the future of the industry. Travel practitioners need to proactively address this challenge by offering more attractive products and services to meet changing consumer demands. At the same time, the government and relevant institutions should also strengthen supervision to ensure the healthy development of the market, safeguard the rights and interests of tourists, and promote the sustainable development of tourism.
In this era of change, all stakeholders in the tourism industry need to pay close attention to market dynamics and respond flexibly to ensure that China's tourism industry can meet the challenges of the future and continue to grow.