The demand for local tourism is developing in depth. Taking the whole family to a small courtyard for the Spring Festival is favored. Ice and snow tourism has become the hottest tourism industry due to the holding of the Beijing Winter Olympic Games. How did you spend the Spring Festival this year?
“This year is my second spring festival in Beijing. Compared with the first year, I feel much more like playing tricks.” Li Qiao, a post-90s white-collar worker, told the shell finance reporter of the Beijing News. Unlike her, Qu Qing, a good friend who works in another company, returned home for the new year this year. Under the more mature epidemic prevention and control policies, the two main themes of “returning home for the new year” and “on-site travel” kept pace during the Spring Festival.
local tourism and peripheral tourism continue to lead, and the trend of quality and personalization is prominent
“This Spring Festival, my parents originally planned to travel to Beihai for the new year.” Xia Wei (a pseudonym), an Anhui girl working in Beijing, told the shell finance reporter of the Beijing News, “but due to the repeated epidemic in many places before the festival, for security reasons, my parents’ trip to Beihai was cancelled, and I can only visit the province during the Spring Festival.”
The situation of Xia Wei’s parents is not uncommon. The epidemic has led to the cold of most long-distance travel during the Spring Festival holiday, and the demand for local travel, border travel and short-distance self driving travel remains strong.
Qunar.com pointed out that in the long-distance travel of this year’s Spring Festival, Hainan is “unique”. Under the dual influence of limited outbound travel and good epidemic control in Hainan, “going to Hainan for the new year” has become the “habit” of many people. It is reported that during the Spring Festival holiday this year, Sanya ushered in a peak passenger flow. The average opening rate of tourist hotels in the city continued to rise, exceeding 90% for many days. Other cities in Hainan Province also performed well. The hotel reservation volume of Danzhou and Baoting increased by more than 4 times year-on-year, and that of Dongfang and Wanning increased by more than 300%.
Tongcheng travel said that this year, the return policies around the country have become more flexible, allowing more migrant workers to live a happy new year. The travel passenger flow is concentrated before and after the holiday, and some long-term travel needs are released intensively before the Spring Festival, so that the travel consumption of the whole Spring Festival holiday is more concentrated on the surrounding short-distance travel. Data show that the return passenger flow before the Spring Festival this year has increased by more than 40% compared with the same period last year. Tuniu tourism network said that nearly 60% of tourists favor local and peripheral tours during the Spring Festival this year, among which tourists from Shanghai, Nanjing, Guangzhou, Beijing, Harbin, Hefei, Wuhan, Suzhou, Chengdu and Wuxi take the lead.
According to the data of Beijing Wen Lu Bureau, 7 million 583 thousand tourist attractions (regions) of Beijing’s 147 tourist attractions (including the number of Universal Studios) were increased by 3.6 times in 2022 compared with the same period in 2020, and returned to 81.4% in the same period in 2019. Operating income of 581 million 590 thousand yuan (excluding Universal Studios revenue), an increase of 8.5 times over the same period in 2020, 1.8 times higher than the same period in 2019.
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 major scenic spots, bustling urban business districts and historical and cultural blocks across the country are crowded with people for the new year. Ctrip data show that more than 80% of tourists choose to visit scenic spots locally during the Spring Festival this year, and the ticket proportion of scenic spots in the province is as high as 82%. Among them, tourists from Beijing, Shanghai, Wuxi, Chongqing, Chengdu, Guangzhou, Suzhou, Xi’an, Kaifeng and Nanjing love to visit scenic spots at home.
Soochow Securities Co.Ltd(601555) the analysis points out that the cultural tourism market during the Spring Festival holiday this year is stable, local and peripheral tourism continue to dominate the cultural tourism market during the Spring Festival, and the demand is developing in depth. This year’s Spring Festival Tourism data also proves the views of Soochow Securities Co.Ltd(601555) and online tourism enterprises to a certain extent. According to the statistics of the data center of the Ministry of culture and tourism, a total of 251 million Chinese tourists traveled during the Spring Festival holiday, which was restored to 73.9% of the same period in 2019 according to the comparable caliber; China’s tourism revenue is 289.198 billion yuan, which is restored to 56.3% of the same period of the Spring Festival holiday in 2019 according to a comparable standard, and the per capita consumption is 1152.18 yuan (restored to 98% of the same period of the Spring Festival holiday in 2021). Visiting relatives and friends, urban leisure, rural vacation and ice and snow leisure have become the mainstream of the market. The mode of “peripheral Travel + deep travel” is prominent, and the trend of quality and personalization of short-range tourism is prominent.
According to the analysis of Anxin Securities: “With the successful launch of covid-19 vaccine and specific drugs, we believe that the epidemic situation in China is expected to be effectively controlled in 2022. Even if the epidemic situation is still repeated in a small range, we believe that the epidemic prevention and control policies are also expected to be accurate and reduce the panic caused by the epidemic situation on Residents’ consumption and travel. Local governments may be expected to give coupons and promote ticket discounts Stimulate the recovery of tourism consumption, and the high-end demand for high-frequency peripheral short distance travel and return outbound travel drives the rapid repair of China’s tourism market. We are optimistic about the recovery of the follow-up tourism sector. “
“Hotel +” micro vacation continues to heat up, and the phenomenon of “including a small courtyard for the new year” is hot
During the Spring Festival holiday, the accommodation market showed a steady rise. Qunar platform data show that the hotel reservation volume during the Spring Festival holiday in 2022 is nearly four times that in 2021.
According to the data of Ctrip platform, as of February 5, the search popularity of hotels during the Spring Festival holiday continued to rise, with a year-on-year increase of 81%. The trend of local tourism is obvious, and the orders of local hotels account for about 60%. 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 data of donkey mother tourism network, during the Spring Festival holiday, Gaoxing Hotel and hotels around the theme park, with the advantages of good quality and many parent-child elements, “one room is difficult to find”, and the reservation volume increased by 63% year-on-year.
The hotel plays “new tricks” during the new year. Figure / Ctrip map
It is pointed out that the demand for home visits during the Spring Festival is 46% higher than that of local hotels this year. “Residential hotel” has become a new choice for urban people to receive family members returning home and urban residents to enjoy the festival atmosphere. Ski resorts, hot springs and other themed resort hotels are the most popular, followed by seaside resort hotels with good scenery and vision. In addition, under the background of remarkable achievements in epidemic prevention and control in China, during the Spring Festival holiday this year, the number of hotel reservations in Xinjiang increased by 110% compared with the same period of the Spring Festival last year, the number of hotel reservations in Hainan increased by 96% year-on-year, and hotel reservations in Jilin, Anhui, Hubei and other places also increased significantly.
In a promising accommodation market, the B & B market has performed brilliantly. Tujia data show that during the Spring Festival holiday, the transaction volume of home stay orders for whole rented courtyards or villas across the country increased by 50% year-on-year. Feeling the taste of the new year with the whole family and small courtyards has become the hottest phenomenon all over the country.
Zhang Li didn’t go back to her hometown Gansu this Spring Festival. She chose to take a family of ten to “pack a small courtyard” in the suburbs of Beijing. This is the first time she chose to spend the new year in this way. There are many consumers like Zhang Li this year. Tujia data show that some boutique B & B courtyards around Shanghai and Beijing were booked one month in advance, and “one courtyard is difficult to find” during the Spring Festival.
Hu Yang, senior vice president of Tujia B & B, said that the bookings of whole rented B & B in the suburbs of Beijing this year increased by more than twice year-on-year, mainly focusing on the surrounding rural B & B such as Miyun, Huairou and Yanqing. According to the data released by the Beijing Municipal Bureau of culture and tourism, during the Spring Festival holiday this year, Beijing’s rural tourism received 869000 tourists, an increase of 2.2 times year-on-year; The total number of rural home stay receptions was 94300, with a year-on-year increase of 52.91%.
Beijing Winter Olympic Games drive the ice and snow tourism market
Driven by the Beijing Winter Olympic Games, ice and snow tourism, which focuses on ice and snow projects, has become a fashionable new way to play during the Spring Festival holiday and a new highlight of tourism.
Rich and diverse ice and snow activities have become a popular choice for consumption. According to the data of flying pig, the order volume of ice and snow tourism related commodities in the Spring Festival this year increased by more than 30% year-on-year. After 2000, ice and snow tourism bookings increased by more than 80% year-on-year, far exceeding other age groups. Whether it’s skiing in ski resorts, experiencing speed and passion, or enjoying ice lanterns and ice sculptures, and reveling in ice and snow parks, ice and snow tourism is deriving more and more theme play methods.
The opening of the Beijing Winter Olympic Games has made the public’s enthusiasm for ice and snow unprecedented. Qunar data show that the number of tickets sold by ski resorts on the platform has doubled compared with last year’s Spring Festival holiday, and the number of tickets sold by ski resorts in Beijing has exceeded twice that of the same period in 2019. Beijing’s natural ice rinks, such as Shichahai and the summer palace, usher in the peak passenger flow during the Spring Festival. The enthusiasm for ice and snow travel is not limited to the north. Among the top ten snow resorts with year-on-year increase in ticket sales during the Spring Festival, the snow resorts in the South accounted for 5 seats, of which 3 snow resorts in Zhejiang alone were on the list.
Ranking of ski resorts with the largest increase in heat during the Spring Festival holiday. Figure / qunar online map
Bing dwen dwen shows that city of Beijing is the top city in the Spring Festival holiday. The average heat gain of the Winter Olympic Games in Beijing is over 215%, while the Winter Olympic mascot is 300%. Under the trend of “snow moving from north to South”, the rising ice and snow paradise has sent Guangzhou to the top five popular cities and become the hottest ice and snow sports city in the south.
Li Yang, general manager of the marketing department of Jingshang tourism group, said that from the fourth day to the sixth day of the Spring Festival this year, the weather was fine, and the ticket booking volume of Anji yunshang grassland ski resort was twice that of last year.
Wu Ruoshan, a special researcher of the tourism research center of the Chinese Academy of Social Sciences, believes that ice and snow tourism has become the hottest tourism industry during the Spring Festival holiday due to the holding of the Beijing Winter Olympic Games. Ice and snow sports tourism, ice and snow folk tourism, ice and snow health tourism and indoor ice and snow tourism have brought many choices for tourists, including ice climbing, curling New subdivision formats such as extreme sports on snow will attract more young people’s attention. Compared with the northerners’ familiarity with ice and snow, southerners have more curiosity and expectation about ice and snow. 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”.
In addition, parents and children are more willing to travel during the Spring Festival holiday this year. Ctrip data show that parent-child orders account for nearly 40% during the Spring Festival holiday, and parent-child families spend 31% more on scenic spots than non parent-child orders. Among them, the post-80s love to take their children to the scenic spot during the Spring Festival. The order volume is six times that of the post-90s, and the cost of taking their children to the scenic spot is 10% more than that of the post-90s.
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