2021 is coming to an end. Through the two-year cycle of the epidemic, under the background of the normalization of the epidemic, the tourism mode of consumers has gradually changed in 2021. According to Ctrip's insight into the new trend of 2021 user travel, self driving travel in Shandong has soared by 147%, and Qingdao and Jinan have become the most popular destination cities for tourists; Tourists travel more around the radius, travel more outdoors, go deeper into the countryside, travel more privately, plant grass to lead, store first and then play
more surrounding: the hotel reservation volume in Shandong has increased by 40%. Qingdao Jinan Yantai Linyi Weifang is the most popular
The background of normalization of epidemic prevention and control in 2021 has enabled more users to choose short-distance peripheral tours. This directly gave birth to the "two-hour high-speed rail travel circle". In 2021, the number of tourists who bought high-speed rail tickets within 2 hours by Ctrip increased by nearly 30% year-on-year - especially in the small and long holidays, short-distance high-speed rail tours are highly sought after by tourists: Ctrip data show that the average price of National Day high-speed rail peripheral tours in 2021 is 113 yuan and that of inter provincial tours is 437 yuan. The most popular routes are concentrated in Beijing Tianjin Hebei, Yangtze River Delta, Dawan district and Chengdu Chongqing urban economic circle. The departure and arrival destinations of the top ten Ctrip platforms are highly coincident, and the characteristics of urban mutual travel are prominent. Jinan plays a prominent role as the hub of high-speed rail travel.
In 2021, more users choose to spend their holidays in "residential hotels" not far from home. Ctrip data show that in the third quarter of this year, the hotel reservation volume in Ctrip province increased by about 35% compared with the same period in 2019, of which the local hotel reservation volume increased by more than 60%. Moreover, this year, many users have developed the consumption habit of "local festivals", and the orders of local hotels on traditional holidays even account for more than 50%. In 2021, the hotel reservation volume in Shandong Province increased by nearly 42%, and Qingdao, Jinan, Yantai, Linyi and Weifang ranked among the top five popular hotel cities in Shandong.
more private: the scale of private groups soared by 188%, and self driving tours increased by 147% year-on-year
The consideration of travel safety is also one of the most core demands after the epidemic. Consumers gradually abandon the previous large group, long-term and casual tourism. Under this trend, private group has become the most popular way for family travel, rising from less than 3% to 1 / 3 of the scale of group travel. On the Ctrip platform this year, private group orders in Shandong Province increased by 188% year-on-year. The top three most popular private group destinations in the province are Qingdao, Jinan and Yantai. The per capita cost of private groups is about 4200 yuan. The average number of people in each group is 3.6, which is basically equivalent to a family of three or four.
Thanks to the characteristics of freedom and flexibility, coupled with the unique sense of security in private space, the demand for self driving travel has stimulated the great potential of the car rental market. The year-on-year growth of self driving orders booked by Ctrip in Shandong Province this year is 147%, and the year-on-year growth of car rental orders destined for Shandong Province is 120%.
more rural: Rural Tourism in Shandong increased by 52%, and rural hotels in the province increased by 50%
Go inward and go down to the countryside. This year, the footsteps of tourists are also deeper. Guided by the policy of rural revitalization, rural tourism has gradually entered Lbx Pharmacy Chain Joint Stock Company(603883) life. Ctrip data show that the number of orders for rural tourism products booked through Ctrip this year increased by more than 30% year-on-year. From the perspective of walking distance, more than half of the tourists choose to explore the rural areas of their hometown, and the orders for rural tourism in the province on Ctrip platform account for more than 50%; This year, the orders of rural tourism in Shandong Province increased by 52%, and the orders of rural hotels in Shandong Province increased by nearly 50%.
In addition, walking children in the countryside in 2021 has become a new fashion for parent-child families. Among the orders for rural tourism this year, the orders of parent-child families increased by nearly 30% year-on-year.
more outdoor: short distance hiking doubled year-on-year, and the search volume of camping products increased by 8 times
The theme tour with outdoor sports experience and obvious interest circle gradually stands out in the tourism circle. On Ctrip platform, the orders of sports tourism products increased by more than 80% year-on-year; Especially the most popular hiking and mountaineering tour, the order volume this year increased by 150% compared with 2019. Compared with previous years, theme tours tend to be professional circles. This year, lightweight outdoor tours focusing on the surrounding areas are increasing rapidly. Ctrip data show that the 2-3-day short distance hiking products doubled year-on-year.
There is also a way to travel away from the hustle and bustle of the city and close to nature at home. Ctrip data show that the search volume of camping in Ctrip station this year has increased 8 times year-on-year, and the per capita cost of camping is about 550 yuan. Exquisite camping has also become the love of the post-80s and 90s. Among the tourists who sign up for camping products by Ctrip, the post-80s and 90s account for 40% respectively; At the same time, camping is also a good place to walk children nearby. The proportion of parent-child camping on Ctrip platform is as high as 60%.
more grass planting: the live audience increased by 171% year-on-year, and the community released 10 million comments
Ctrip data show that the number of viewers who have browsed Ctrip live in 2021 increased by 171% year-on-year; 44% of users placed orders for goods in the live broadcast room within 24 hours after watching the live broadcast; Nearly 70% of users will place orders for Ctrip products within 30 days after watching the live broadcast.
For the habit of young people like to write comments, in May this year, Ctrip community launched a "creative incentive plan" to encourage users to take notes after travel to win cash rewards. Not only will the loved ones in the trip be presented to the audience with vivid content, but also can personally participate in the closed-loop comment on tourism products, so as to provide real experience and suggestions for more tourists waiting to pull weeds.
Ctrip data show that the creators of Ctrip community released a total of 2 million posts and 10 million comments this year. The total number of comments this year is twice that of last year. At present, the number of Posts participating in the "creative incentive plan" accounts for more than 40% of the total number of posts; Since the participation of up to one author, 1773 works have been published.
store more goods: the number of new users who store goods continues to grow by 80 and 90. They prefer "store first and then play"
Since the outbreak of the epidemic, high-quality cost performance, loose validity period and free refund are important driving forces for users to develop the habit of "hoarding goods". In 2021, new users who purchased Ctrip pre-sale products achieved double-digit growth year-on-year. The users who love to store goods are the post-80s, accounting for 48%, followed by the post-90s, accounting for 25%. Commodities destined for Shanghai, Sanya, Hangzhou, Zhuhai and Chengdu are most favored by "hoarders".
At the level of consumption concept, it has created a new cognition of "Ctrip has good goods every day". Since August this year, Ctrip has launched great promotion activities, such as "919 hoarding Festival", "1028 Ctrip anniversary celebration", "double day promotion", etc. the total duration of the activities accounts for nearly 80% of the total time of four months.
It can be seen from the report that under the epidemic, consumers' travel did not stop, but approached, deepened and went to nature. In 2021, travel will be presented to the public with another fresh and beautiful appearance through continuous updating and iteration.
(Qingdao finance and Economics Network)
