Have you ever lived in a room with a sea view or a lake view, but have you ever lived in a "rocket room"?
On the occasion of the mainland's ninth space day, the mainland aims to launch the Shenzhou-18 manned spacecraft at 20:59 on April 25 at the Jiuquan Satellite Launch Center. This also attracts a large number of aviation enthusiasts to the place to see it up close.
"Wine Management Finance" noted that in recent years, more and more intensive satellite launches have led to the fire of space tourism. On the eve of the launch, passengers from all over the country rush to the hotels and B&Bs around the launch site, just to see the wonderful moment of the rocket's launch.
In another launch center, Wenchang, Hainan, there are often "hard to find a room" and "hard to book a table" when it is full. At the same time, local hotels are also launching related themed products and packages. For example, the "Rocket Launch Viewing Room" and the 1499 yuan rocket viewing package.
"Wine Management Finance" called the Hilton Wenchang Luneng Hotel and learned that room prices will rise during the launch. The average price of the rooms that can see the launch tower is basically 3,000 yuan a night. The room with the best view will be more expensive and difficult to find.
The rocket launch brings fire to the "rocket room", which brings new ideas to the theme and scene of the hotel industry. When the travel crowd's demand for tourism is no longer concentrated in scenic spots, but presents more diversified directions, this brings a new enlightenment to the hotel industry.
"Rocket fever" drives the wine tourism fever
Today's cultural tourism industry is diversified and segmented. As a new form of tourism, aerospace is becoming more and more favored by tourists.
According to the big data report "Mainlanders Who Can Play: Playing Space Tourism" jointly released by Qyer and Jinchang Mars 1 Base, space tourism has attracted the attention of many travelers. 94.4% of users said they were interested in space tourism, but only 15.6% of users had actually experienced space tourism, and young people were the pioneers of this emerging game, with 41.2% and 21.7% of the post-90s and post-00s respectively.
It can be seen that the development potential of this tourism industry is huge.
In order to meet the above needs, in recent years, there have been continuous emergence in the market such as "rocket launch viewing ceremony" parent-child tours, research tours, customized tours, and aerospace-themed hotels "rocket launch viewing room".
According to statistics, among the top ten aerospace tourist attractions in China, Wenchang Space Launch Site and Jiuquan Satellite Launch Center rank among the top two.
In recent years, Jiuquan Cultural Tourism has been trying to build Jiuquan Aerospace into the first brand of domestic aerospace cultural tourism and the first destination of domestic aerospace cultural tourism.
In 2023, after restarting the aerospace tourism market, Jiuquan will continue to build a research brand, and has established 5 national research travel bases, with an annual number of research and tourism exceeding 600,000 people.
It is understood that as early as 2022, Jiuquan Cultural Tourism Group invested 26 million yuan to build the first container hotel in Jiuquan City at the Jiuquan Satellite Launch Center. However, there are not many space-themed hotels in the area for rocket launch ceremonies.
At the same time, the first popular domestic space tourism is Wenchang, Hainan.
In June 2016, the Long March 7 carrier rocket successfully debuted in Wenchang. On the day of the launch, the town of Longlou, with a population of just over 20,000, suddenly came to watch the rocket launch, and the town's restaurants and hotels were full.
With the continuous release of the space tourism effect, Longlou Town, Wenchang City, with a permanent population of less than 30,000, has received more than 1.5 million tourists. Since 2016, the number of hotels in Longlou Town has increased from 5 to more than 50, the number of hotels has increased from 230 to more than 900, and the GDP has increased from 589 million yuan to more than 4 billion yuan.
In addition, the local area has also attracted international chain hotel groups such as Hilton to settle in, which has promoted the emergence of new tourism industries such as research tours and parent-child tours, which has improved the quality of tourism.
So far, Wenchang aerospace tourism has officially "gone out of the circle", and it has even been called the "Wenchang model" by the industry, and has been imitated and learned by the cities where the space launch bases are located.
As Wenchang's "Aerospace +" characteristic cultural tourism continues to heat up, more than 500 overseas mainstream media websites have focused on Wenchang's development of the aerospace tourism industry this year, and even called it "China's version of Cape Canaveral" (where the Kennedy Space Center is located).
It is worth noting that the Chang'e-6 mission is scheduled to be launched in Wenchang around May Day.
"Wine Management Finance" found on the Ctrip platform that the usual house prices of more than 600 have risen to about 3,000.
Subsequently, "Wine Management Finance" called the Wenchang Luneng Hilton Hotel and learned that the house prices during the rocket launch will rise, and the average price of the launch tower is generally 3,000 yuan a night, and the room with the best view will be more expensive, and it is difficult to decide.
It is worth mentioning that Wenchang Luneng Hilton is the only international brand hotel in China to be able to "lie down" and watch the rocket launch in the room.
It is reported that the straight-line distance from the hotel to the launch tower is only 3 kilometers, and the rocket viewing rooms are located on the high floors, without any tall buildings in the middle, which can be said to be the best viewing angle.
While domestic hotels are still hesitating whether to enter the development of aerospace-related theme products, some international hotel groups have tasted the dividends of the market.
As early as 2019, Hilton became the first hotel group in the world to participate in the research of the International Space Station.
Not only that, Hilton Wenchang Luneng has also jointly created three space-themed exhibition areas with the China Aerospace Science and Technology International Exchange Center, and the rocket models displayed have been authorized by the China Aerospace Science and Technology Corporation.
Wenchang Luneng Hilton Hotel aerospace theme afternoon tea
In order to allow passengers to have a more immersive aerospace experience, Hilton Wenchang Luneng has specially opened Super Wings space-themed rooms, Xingqi Baby parent-child themed rooms, and also launched aerospace-themed afternoon tea, and even cooperated with Hainan Aerospace Breeding Center to launch special space dishes.
Many hotels in Wenchang have seen this opportunity and have also launched aerospace-themed packages.
Wenchang Nanyang Beauty Hui Holiday Inn Express has launched a rocket viewing package of 1499 yuan.
From the rapid development of the Wenchang model, it can be seen that how to grasp the local advantages and characteristics and shape their own characteristics is the key to attracting tourists.
Jiuquan wants to polish the golden sign of aerospace cultural tourism, or can use the characteristics of the local desert environment to highlight the charm of the northwest desert and create a different aerospace cultural tourism brand.
When aerospace is integrated into cultural tourism
At present, the development potential of domestic theme hotels cannot be underestimated, and the demand for cultural experience tourism related to theme hotels is huge.
According to the 2024 cultural tourism economy report, due to the rapid development of society in recent years, consumers are no longer satisfied with ordinary travel methods, but are more inclined to personalized and differentiated travel experiences, hoping to immerse themselves in and interact with the heritage and color of a city.
In addition, the target group of domestic hotels is also gradually getting younger, and higher requirements are put forward for the intelligent, personalized and scene-based hotels, and the millennials and Generation Z who pursue personalized and experiential consumption have become the main incremental consumer groups in the hospitality market.
They are more willing to pay for things that match their values, they like to try new things, and the mysterious rocket launch is naturally in the spotlight.
Wang Wei, senior vice president of Trip.com Group, once said that the layout of hotel products in tourist destinations should have their own characteristics and themes. In the process of traveling, a large number of tourists are no longer just pursuing accommodation products that meet the hardware level, but also want to integrate into the destination and be closer to the characteristic origin of the destination.
It is understood that at present, there is a large gap in the domestic aerospace theme hotel market, and there are relatively few high-quality aerospace theme hotels and B&Bs.
The domestic theme hotel market is still mainly focused on business and vacation with high demand, and there is less development of personalized niche themes such as aerospace, which shows that the aerospace theme hotel market still has a lot of room for development.
Based on people's demand for "space tourism +", space theme hotels are also gradually increasing.
In addition, Shenzhen Shenzhen Airlines International Hotel, the first aviation culture theme hotel in China, has officially opened after the upgrade, creating a precedent of "exhibition hall + hotel" in the industry, giving 21 guest rooms to different aerospace culture themes.
Narada Resort, Jiande Aviation Town, which will open in 2023, is also a rare aerospace-themed hotel in China. The hotel not only has a planetary ceiling, a flight experience hall, an aviation spaceship-themed children's play center, but also a cool space capsule area.
It should be noted that despite the rise in the popularity of aerospace cultural tourism, there is no well-known brand in the mainland's aerospace cultural tourism industry, and various formats have not yet formed a joint force, and the road to branding is still in its infancy.
To this end, Dou Xiaoyu, vice chairman and general manager of China Aerospace Science and Industry Aerospace Construction, put forward a proposal on "Suggestions on Accelerating the Development of the Aerospace Cultural Tourism Industry" during the two sessions in 2023, proposing to build a domestic aerospace cultural tourism IP.
In this regard, a person in the wine and tourism industry said that space tourism meets the current consumers' curiosity about the mystery of space launch, but the satellite launch center is limited by the special nature of high confidentiality, compared with other tourist attractions commercial development is more difficult, the threshold is also higher, space tourism industry as a combination of aerospace and tourism industry form, is still in the initial stage of development, the integration of the two is easy to be limited in many aspects, want to move towards a mature market, still need to invest more time and resources.
For passengers, the space-themed function is a higher demand after satisfying the basic needs, which is the key to distinguishing the space-themed hotel from ordinary chain hotels.
Therefore, on the basis of providing a comfortable sense of experience, we should create a theme function with aerospace characteristics, take the hotel as the carrier, form a unique aerospace theme accommodation culture, and truly make the aerospace culture such as rocket launch and viewing ceremony into a deep and three-dimensional IP, or the direction that the aerospace theme hotel needs to work hard in the future.
Overall, although the space-themed hotel industry faces some challenges, its development potential is still worth looking forward to.
With the increasing demand for personalized and differentiated travel experiences, space-themed hotels are expected to become a bright spot in the future of the hotel industry.
In the future, it is worth looking forward to whether there will be a "dark horse" in domestic aerospace-themed hotels.
Co-ordinator丨Lao Dian Editor丨A Xin
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