"Hoarding tourism" has evolved from a trend to a major tourism consumption trend. On December 29, Fliggy released the 2023 "Hoarding Tourism" Report. The report shows that since the beginning of this year, the scale of consumers who "hoard tourism" has increased by more than 100% year-on-year. On the supply side, the enthusiasm of merchants to operate in the form of packages continues to rise, and as of now, about 1 in 4 high-star hotel stores in China has received "hoarding" guests. In addition, factors such as improved travel certainty, expanded supply of secondary reservations, and improved content richness have combined to drive a significant increase in the package write-off rate, and the number of hotel package nights that have completed online reservations has increased by more than 12 times compared with last year.
According to the "2022 Hoarding Tourism" Report, in the past three years, the scale of "hoarding tourism" has continued to expand, with an average annual growth rate of 55% in the turnover of package products and an average annual growth rate of 49% for consumers.
Different from the previous booking method of selecting a date before placing an order, consumers do not need to determine their travel plans when "hoarding travel", they can purchase a travel package first, and then select a date to make a second reservation for travel according to actual needs. At the same time, packages tend to be more competitive than calendar products and allow refunds before booking without any questions. From the perspective of consumer experience, "hoarding tourism" has reduced the difficulty of decision-making for consumers.
For merchants, the sales and service model based on package products complement each other with calendar products, and have become a new business target. With the inventory management tools provided by the package and platform, merchants can better analyze forward demand fluctuations, and then manage their earnings more effectively throughout the year.
The 2023 "Hoarding Tourism" Report proposes four major trends to reflect changes in tourism consumption concepts and behaviors, and provide data reference for tourism businesses and industry researchers.
Trend 1: "Big-name" hotels are still the first choice for "hoarding tourism", with travel agencies contributing 210% to the rapid growth
High-star hotel brand accommodation packages are still the first choice for consumers to "stock up on travel" this year. Since the beginning of this year, the number of room nights at high-star chain hotels that have completed online reservations has increased by more than 14 times year-on-year. The top 10 best-selling online booking hotel packages on Fliggy are all offered by high-star resort hotels.
It is worth mentioning that in addition to brand hotels and airlines, the majority of travel agencies, especially outbound agencies, including small and medium-sized outbound agencies, have also begun to actively integrate into the trend of "hoarding tourism".
Since the beginning of this year, the number of bookings for secondary reservation products operated by travel agencies such as route tours and entertainment packages has increased by more than 210% year-on-year. In the 2023 Double 11 promotion, which is a concentrated outbreak of "hoarding tourism", nearly half of Fliggy's brand flagship stores that exceeded 100 million yuan are travel agency merchants.
Trend 2: The explosiveness of the promotion has set a new historical record, and the proportion of daily orders has increased steadily
Double 11, 618 and other big promotions have always been the concentrated outbreak nodes of "hoarding tourism". At 618 this year, Fliggy's order volume increased by 160% year-on-year. During this year's 11.11, Fliggy set a new record for a number of indicators. As of 24:00 on November 11, the turnover of platform activities increased by more than 80% year-on-year, and the number of trading users increased by about 100% year-on-year.
"Tourism businesses can use the 'hoarding of tourism' to create explosive package products. Wang Xin, vice president of Wanda Hotels & Resorts, said that at the nodes of double 11 and other big promotions, merchants can achieve a rapid explosion of turnover in a short period of time through the platform's rich content marketing matrix, talent anchors and other resource promotion, "This effect is difficult to achieve on calendar products." ”
An increasingly obvious new change is that the consumption craze of "hoarding tourism" is no longer limited to super promotions such as Double 11 and 618. Fliggy's data shows that the growth rate of hotel package bookings on the platform this year is faster than the overall growth rate. At nodes such as the opening of new stores and the daily marketing of brands, "hoarding tourism" has become an important starting point for merchants to lock in potential new users and start their brand minds.
Trend 3: Parent-child crowds are the main force of "hoarding", and Baishan and Sanya destinations are the hottest
The parent-child group is the core group of "hoarding tourism" consumption. People with babies born between 1985 and 1995 are the main group of people who "hoard tourism" on Fliggy this year.
At the same time, young people, as the main force of interest consumption, are still the source of incremental customers for "hoarding tourism". The number of post-95s and post-00s "hoarding tourism" has increased significantly compared with last year. During this year's Double 11, the number of post-95 and post-00 consumers who "hoarded" holiday tourism products increased by more than 3.3 times year-on-year.
The craze of "hoarding tourism" has extended from first-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. Fuzhou, Xi'an, Hefei, Wuhan and Dongguan have become the cities with the fastest growth in the number of consumers booking hotel packages this year.
In terms of destinations, the "North and South CP" of Baishan and Sanya, the two tourist resorts, ranked the top two in terms of online bookings for hotel packages this year. A number of "hoarding tourism" destinations ushered in rapid growth, with hotel package bookings in Zhongwei, Beihai, Harbin, Shangrao, Yangzhou, Chongqing and other places increasing by more than 800%.
Trend 4: The richness of packages has been greatly improved, and the number of cruise ships, islands and other games has doubled
As a year of full recovery of domestic long-term travel and outbound travel, the richness of consumers' "hoarding travel" choices this year has hit the highest level in recent years. Long-term travel at home and abroad are all back, from visiting penguins in Antarctica, chasing the Northern Lights in the North Pole, watching the great migration of animals to Tanzania, and watching the sunset on the warm beaches of Southeast Asia...... It is no longer a dream to "stockpile" the beauty of the world in the order list. It is worth mentioning that international cruises, island vacations and other quality games are particularly popular with "hoarding tourism" consumers.
Since the beginning of this year, the scale of consumers who "hoard" international cruise ships on Fliggy has exceeded the same period in 2019. The overall booking of cruise packages maintained a rapid recovery throughout the year. Since December, the average daily transaction size of Fliggy's cruise products has increased by more than 2 times compared with July during the summer season.
Island getaway packages are among the best in all the major promotions throughout the year. Taking this year's 11.11 as an example, among the top 10 overseas destinations with the most popular "hoarding travel" package bookings during the period, nearly half of them featured island tours. Among them, the Maldives is the hottest overseas destination for "hoarding tourism" on Fliggy on Double 11 this year.
According to the analysis of industry insiders, the coverage of "hoarding tourism" will continue to expand with the changes in consumption Xi. Jin Hangyong, vice president and president of the hotel division of New Century Tourism Group, believes that the emergence of "hoarding tourism" is the natural result of tourism consumption demand, as early as 30 years ago, we knew that consumers in European and American countries booked their vacation vacations half a year in advance. "Hoarding travel" will definitely become a mainstream of the tourism market like calendar products, but in a different role. As people's consumption levels continue to rise, people are more and more inclined to plan for holidays in advance. Younger generation consumers, in particular, tend to plan their trips first and then think about holiday arrangements.
Qi Qi, an expert from the Civil Aviation High-quality Development Research Center of China, took products such as "Fly with Your Heart" and "Ticket Time Card" as examples, saying: "Airlines use the commodity form of 'stocking up before booking', which is preferred by young people, to stimulate travel demand and expand their own sales, while also realizing more refined route inventory operation management, leaving more room for improving revenue management." Qiqi believes that a large number of travel and tourism companies are opening up a new battlefield of "hoarding travel" and "hoarding tourism" in addition to the conventional sales battlefield, and entering a new round of service innovation and industrial upgrading.
In addition, the platform is also optimizing the "hoarding tourism" experience through product upgrades. During the 2021 Double 11 period, Fliggy has achieved 100% online reservation of domestic hotel packages, and opened the online reservation system suitable for the transportation industry to airlines, car rental and other merchants. In November this year, Fliggy launched a waitlist function on the basis of online reservation of hotel packages, which allows consumers who purchase package products to choose to "negotiate check-in" when the hotel's popular dates have been filled, and after confirming the check-in date and submitting the waitlist order, the merchant can release the listing in a timely manner according to consumer demand and inventory situation.
Written by: Nandu reporter Xu Kun
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