The Spring Festival holiday in the year of the tiger is coming to an end. This year’s Spring Festival peripheral tours, especially local tours, have become the main focus. According to the statistics of Ctrip, Tongcheng travel, tuniu travel, donkey mother, hornet’s nest, flying pig and spring and autumn travel, about 80% of tourists choose local travel and peripheral travel during the Spring Festival. Among them, the number of Post-00 tourists who join the ranks of shopping and eating in the year of the tiger has increased significantly, and the number of people who visit scenic spots after 00 during the Spring Festival has increased by 27% year-on-year.
It is worth noting that due to the holding of the Winter Olympic Games, ice and snow tourism has become very popular. Beijing, Guangzhou, Jilin, Chongqing, Harbin, Chengdu, Huzhou, ABA, Baishan and Changchun have become the top ten popular destination cities of ice and snow tourism. With the North ice South exhibition, more southern tourists show consumption potential.
focus on peripheral tourism and dig deep into local tourism
During the Spring Festival this year, the two main themes of “returning home for the new year” and local travel kept pace. The return passenger flow before the festival increased by more than 40% compared with last year. The Spring Festival bookings of scenic spots and hotels in many third and fourth tier cities increased rapidly. The passenger flow of returning home to visit relatives superimposes the travel demand of local residents, which makes the local and surrounding tourism market very hot during the Spring Festival. Hainan, Xinjiang and other provinces and cities have also ushered in a little spring. According to the data of donkey mother tourism network, the peak of travel is from February 2 (the second day of the first lunar month) to February 4 (the fourth day of the second lunar month). Among the tourists, the post-80s and post-90s are still the most active, accounting for more than 60%; Family customers become the main force, in which women hold the “decision-making power” and dominate the choice of destinations, routes and hotels. Safety and comfort are their core needs.
The 2022 Yangtze River Delta Spring Festival travel report released by Tongcheng travel shows that during the Spring Festival, the consumption in the Yangtze River Delta is mainly concentrated in some cities in the province, and the tourist groups around the cities have increased significantly. During the Spring Festival, the order volume of humanities related scenic spots increased by 200% year-on-year.
According to the travel data of tuniu tourism network, during the Spring Festival holiday, nearly 60% of tourists adjust their travel “distance” to local travel and peripheral travel. Even if they don’t go far, they have to have a full sense of new year’s ceremony at the “door of their home”. Tourists from Shanghai, Nanjing, Guangzhou, Beijing, Harbin, Hefei, Wuhan, Suzhou, Chengdu, Wuxi and other places led the hot list of tourist source cities during the Spring Festival holiday.
It is worth noting that local tourism projects continue to be deeply explored by operators.
Liu Yong is a new commentator of spring and autumn tourism at Oriental Pearl Group Co.Ltd(600637) station. In 2020, Liu Yong applied to the dragonfly sightseeing bus company affiliated to spring and autumn group. Because he had been engaged in tour guide and sales, he quickly adapted to the work of sightseeing bus salesperson. Liu Yong’s explanation is the “architecture readable” route of the main promotion project of local tourism. During the Spring Festival this year, the “building readable” special line bus ushered in the peak passenger flow, and the daily reception volume of each station is also rising. At the scene, the first financial reporter saw professional guides in Shanghai the Bund, people’s Square, Yu Garden and Oriental Pearl Group Co.Ltd(600637) .
In addition, Sports Themed local tourism projects are also heating up during the Spring Festival. Many sports lovers and new youth of Z era have welcomed the year of the tiger through novel forms of walking the tiger, and there has been an upsurge of drying the “tiger road map” on various social media.
Fang Zexi, an industry analyst at Ctrip Research Institute, said that the trend of short-range local travel during the Spring Festival this year is obvious, and the bustling crowds of major scenic spots, bustling urban business districts and historical and cultural blocks across the country are crowded with people for the new year. More than 80% of tourists choose to visit local scenic spots during the Spring Festival of the year of the tiger, and the ticket proportion of scenic spots in the province is as high as 82%. In terms of age, the post-80s have the largest population, accounting for nearly 50%, and the post-90s account for about 30%.
Holiday Hotel
Fu Guangxian is the manager of a coffee chain developed by Rujia hotel. On the eve of the Spring Festival, the coffee shop in her hotel was crowded. “I have done clothing and e-commerce before. Now I find that there is still a market for physical consumer goods, but we should have a good business model and platform. Now everyone has high local consumption enthusiasm, so the hotel is no longer a single accommodation service, but combined with catering and other lifestyle linkage. During the Spring Festival holiday, many guests stay in the hotel with the mentality of leisure and vacation.” Fu Guangxian told the first financial reporter.
According to the same trip travel data, in terms of hotel reservation, the reverse family visit passenger flow during the Spring Festival this year superimposes the local travel demand, and the local hotel reservation accounts for as high as 46%. “Residential hotel” has become a new choice for urban people to receive family members who visit their relatives reversely and for urban residents to enjoy the atmosphere of new year’s day.
According to the data of Ctrip platform, as of February 5, the hotel search heat continued to rise during the Spring Festival, up 81% year-on-year. The trend of local tourism is obvious, and the orders of local hotels account for about 60%. During the Spring Festival, the orders of hot spring, parent-child and other theme hotels are expected to account for 55% and 12% of the total orders respectively.
According to the big data of hornet’s nest, 55.3% of tourists choose five-star hotels. In terms of types, Theme Park hotels and star quality hotels in the suburbs of the city are favored by more consumers. According to the hotel order data of tuniu tourism network, during the Spring Festival holiday this year, the bookings of high-quality star hotels and Theme Park hotels increased by 53% year-on-year.
ice and snow tourism is heating up, and there is great potential for tourists in the South
“The weather is fine from the fourth day to the sixth day of the Spring Festival this year. The ticket booking volume of Anji yunshang grassland ski resort has doubled that of last year. The official hotel of the resort 1168 Star Sky Astronomy Hotel, squirrel tribe Hotel and Yunshan Resort Apartment Hotel are full for three days in a row. The tourists mainly come from local and surrounding young people.” Li Yang, general manager of marketing department of Jingshang tourism group, said.
With the holding of the Winter Olympics, ice and snow tourism is heating up. Ctrip data show that on February 4, the search popularity with the keyword “Winter Olympics” increased by 200%, and the ski ticket orders three days before the Spring Festival increased by 33% compared with last year. According to the data of flying pig, the orders of ice and snow tourism related commodities in the Spring Festival of the year of the tiger increased by more than 30% year-on-year. Ice and snow tourism consumption shows significant localization and small radius characteristics, and the “door” skiing of 3 hours is favored. Beijing, Guangzhou, Jilin, Chongqing, Harbin, Chengdu, Huzhou, ABA, Baishan and Changchun have become the top ten popular destination cities for ice and snow tourism.
Ice and snow tourism is no longer exclusive to northerners, and the North ice South exhibition has become a trend. According to the flying pig data, the top ten cities in the snow and Ice Tourism orders for the Spring Festival of the tiger are Beijing, Shanghai, Guangzhou, Chongqing, Chengdu, Hangzhou, Shenzhen, Wuhan, Jinan and Dalian. Interestingly, southern cities occupy seven seats. In the past two years, with the continuous promotion of “driving 300 million people to participate in ice and snow sports”, a number of characteristic snow fields have emerged in the south where ice and snow resources are relatively scarce.
Cui Yupeng, deputy general manager of flying pig resort business department, said that this spring festival will provide diversified preferential products for ice and snow tourism according to the needs of different types of consumers. With the continuous transformation of tourism consumption from punch in sightseeing to in-depth experience, businesses adjust product ideas and optimize commodity supply through insight into the consumption demand of ice and snow tourism.
Generation Z is becoming a new force in ice and snow tourism. According to the data of flying pig, the booking volume of ice and snow tourism during the Spring Festival after 2000 increased by more than 80% year-on-year, far exceeding that of other age groups. Ice and snow tourism presents a new feature of “her strength”. Women account for 60% of the people who book ice and snow tourism orders for the Spring Festival.
During the Spring Festival, the sales volume of danhu ski resort was 3 times higher than that before the Spring Festival. More and more female snowboarders come to ski, and skiing with children has become a new trend.
The Cultural Tourism Industry Research Institute of Qichuang tourism group said that from the perspective of the Spring Festival in recent years, the mainstream customer groups of China’s ice and snow leisure tourism market are divided into two groups, the customer source groups dominated by northern provinces and the customer source groups dominated by first-line and second-line cities. The former has a large population base and high frequency, but the customer unit price needs to be improved. The latter is mainly in southern cities. Although the number of people is less and the frequency is relatively low compared with the north, the customer unit price is higher and the aftereffect is greater.
Wu Ruoshan, a special researcher at the tourism research center of the Chinese Academy of Social Sciences, believes that southerners have more curiosity and expectation about ice and snow than northerners. In recent years, with the gradual increase of ski resorts in the south, the “potential” ice and snow consumption demand in the South has been gradually released, and ice and snow tourism has become a real “National Tourism”.
