Six Tourism Trends Reflected in the Spring Festival of 2022
The Ministry of Culture and Tourism said that during the Spring Festival, while doing a good job in epidemic prevention and control and safe production, all localities increased the supply of cultural tourism products and services to enrich people's holiday life. During the Spring Festival holiday, visiting relatives and friends, urban leisure, rural holiday and ice and snow leisure have become the mainstream of the market. Go on road trip, family outing, small group customization and "learning+leaving behind" have become the mainstream modes of holiday tourism. Tourists go to the suburbs to "pack a small courtyard for the New Year", and staying in a homestay has become the new favorite of holidays.
Lan Yu Cultural Theme Development and Design Institute learned that during the Spring Festival holiday in 2022, the proportion of intra-provincial and inter-provincial tours was 78.3% and 2 1.7% respectively. Short-distance leisure activities such as go on road trip, parent-child tour, theme park tour, ice and snow tour. It has obviously increased, and finding the "taste of the year" in the local area has become the choice of more and more people for the New Year. "B&B is the destination" and "B&B Tang Chi" have become an important way for families and parents to travel during holidays.
It is worth mentioning that, driven by the continuous enthusiasm for the Winter Olympics, ice and snow tours, which focus on ice and snow projects, have become a fashionable and trendy way to play during the Spring Festival holiday in the Year of the Tiger. Beijing, Liaoning, Jilin, Zhejiang, Sichuan, Xinjiang and other 14 ice and snow themed sports tourism boutique routes were released during the Spring Festival holiday, bringing hot peripheral skiing, hot springs, intangible cultural heritage, research, food, hotels and other formats.
In addition, traditional folk culture is organically integrated into the Spring Festival activities, and the cultural atmosphere of Spring Festival is strong. Various places are decorated with lanterns and colorful decorations, and ancient villages and towns are dotted among them. Traditional elements such as New Year pictures, Spring Festival couplets, window grilles, temple fairs, dragon dances and lion dances create a strong "flavor of the year", and activities such as blessing in temple fairs, non-legacy experiences and folk greetings are deeply loved by tourists.
First, the six key words of Spring Festival tourism
According to Xinhua News Agency, Spring Festival travel rush can be summarized by the following six key words.
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Keyword 1: Winter Olympics
In the 2022 Beijing Winter Olympics, the consumption of ice and snow sports and ice and snow tourism increased.
On the one hand, residents in northern provinces are still the main source of ice and snow tourism; On the other hand, the residents of the first-and second-tier cities in the south have shown strong consumption "stamina". Ctrip platform analysis believes that the professionalism of ice and snow consumers continues to improve, and the annual increase in the repurchase rate of ice and snow tourism and sports products confirms this trend.
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Keyword 2: Avoid the cold
"One South and One North" has become the trend of long-distance travel during the Spring Festival holiday in recent years. While the ice and snow tourist destinations in Northeast China and North China are warming up, Hainan's tourism consumption market is also booming.
On the Ctrip platform, the booking volume of air tickets to Hainan during the Spring Festival increased by over 40% year-on-year, and young, middle-aged and elderly users favored Hainan's rich leisure and entertainment tourism resources most.
Shanghai Spring and Autumn Tourism Data shows that Hainan hotel orders increased by 60% year-on-year, and scenic spot ticket orders increased by 25% year-on-year. It is worth mentioning that the number of tickets for local night tours increased by 90% year-on-year.
According to one-way travel data, the number of rooms booked by Hainan hotels during the Spring Festival holiday this year increased by 96% year-on-year, and the Hainan tourism market ushered in "Xiaoyangchun".
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Keyword 3: Short range
The data shows that the short-distance travel market during the Spring Festival holiday is quite strong.
Fang Zeqian, an industry analyst at Ctrip Research Institute, believes that the trend of short-distance local tours in the Spring Festival this year is obvious, and major scenic spots, bustling urban business districts and historical and cultural blocks in the country attract citizens to travel abroad. The data shows that more than 80% tourists choose to visit local attractions during the Spring Festival holiday. Tickets for local attractions on Ctrip account for 82%, and local hotel orders account for about 60%, which shows that local tourism is more obvious.
According to Tongcheng's data, the metropolitan area centered on Shanghai, Nanjing and Hangzhou has become the area with the largest influx of holiday crowds, and these cities are also the most popular starting points during Spring Festival travel rush.
On the platform of hornet's nest, 70.8% of young people choose a "day trip" in their city or suburb.
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Keyword 4: Hotel
The data shows that "Hotel+New Year's Eve" and "Hotel Holiday" are favored by consumers.
From the destination point of view, the number of hotel reservations in Xinjiang on the same platform increased by 1 10% compared with last year's Spring Festival, and the number of hotel reservations in Jilin, Anhui and Hubei also increased greatly. According to Ctrip data, as of February 5, the proportion of accommodation customers in the third, fourth and fifth tier cities increased by 13% year-on-year, which was 34% higher than the 20 19 Spring Festival holiday, indicating that the hotel consumption activity is sinking.
From the consumption characteristics, people pay more attention to safety and experience. The person in charge of the same journey said that people who travel and return home in the Yangtze River Delta region are more inclined to choose sanitary, safe and guaranteed hotels, and hotels with high star rating and convenient transportation location are more in line with people's demand for "Hotel New Year".
According to Ctrip data, as of February 5, during the Spring Festival, the order volume increased by 26% for two consecutive days and 35% for three consecutive days. Characteristic hotel, such as ice and snow, e-sports, script killing, audio and video, further enriches the accommodation experience of tourists. For example, the number of holiday orders for e-sports rooms increased by more than 80% year-on-year.
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Keyword 5: Parent-child
This year's Spring Festival holiday coincides with the first winter vacation after the "double reduction", which provides a pleasant "baby walking time" for parent-child families.
According to the data of Mama Travel Network, the peak travel time during the Spring Festival holiday this year is from February 2 to February 4. Among tourists, "post-80s" and "post-90s" are still the most active, accounting for more than 60%, and family customers are the main force.
Ctrip ticket data shows that during the Spring Festival holiday this year, parent-child orders accounted for nearly 40% of the total orders, and the cost of parent-child families visiting scenic spots was 3 1% more than that of non-parent-child groups. Among them, the parent-child orders of "post-80s" are six times that of "post-90s", and the spending of "post-80s" on taking their babies to visit scenic spots is more than that of "post-90s" 10%.
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Keyword 6: Humanities
Although affected by the epidemic, people's travel radius has been reduced, but the festive atmosphere around the country is not weak, and the Spring Festival tourism market presents the characteristics of "promoting travel with literature".
The data of the same journey shows that the order volume of holiday cultural scenic spots increased by 200% year-on-year. Punching in the ancient town, historical gardens, "Watching the Tiger in the Year of the Tiger" and watching the Spring Festival exhibition in the museum are very popular among young tourists. According to the data of donkey mother travel network, cultural theme tours such as Lantern Festival, annual custom experience and non-legacy performances make the annual taste stronger.
Take Shanghai as an example. During the 7-day Spring Festival holiday, there were more than 5.98 million tourists in the first four days, and there were nearly 500 cultural tourism activities with the theme of "Happy Chinese New Year Experience". People also deeply experience urban cultural tourism resources in the "Shanghai-style urban archaeology".
Second, six major trends
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Return to nature again
Before the COVID-19 vaccine came out in 2020, outdoor activities were all the rage (and the only choice for people). From the summer of 202 1, travelers began to return to the city center-they longed for more social activities and nightlife and stayed indoors in winter. However, people's renewed interest in outdoor activities has not disappeared, and it may be stronger than ever. For example, the bookings of Windham timeshare hotels Club Wyndham and WorldMark near national parks in the United States increased by 765,438+0%.
At the end of 20021,outdoor tourism destinations topped the list of popular tourist destinations in Kayak, travel search engine. Colorado and Montana occupied four seats in the list of the top ten tourist destinations in 2022, and the search share increased by at least 46% compared with 20 19. New york, San Francisco, Boston, Atlanta and other cities have been shortlisted in Kayak's popular tourist destination list all the year round, but now, these destinations are being replaced by outdoor beach towns such as Cancun, Honolulu and Maui. This is the first time in many years that new york has not entered the top ten.
Steve hafner, CEO of Kayak, told Fortune: "The coastal towns of Mexico and Florida have always been popular with American tourists, but more interestingly, emerging cities such as Lisper, bozman and Stephen Potts Springs are also popular." Destinations with fast flights, little or no epidemic prevention restrictions and perfect indoor and outdoor activities seem to be the first choice for American tourists at present. "
But they don't just go camping or luxury camping. Greece is the most booked destination for Kantiki tourists in 2022. The travel company, which usually attracts 18-year-old to 35-year-old tourists, said that Costa Rica is one of the countries with the largest number of tourists, with a year-on-year increase of 375%. According to a recent survey by Contiki, in 2022, young travelers are particularly interested in beach vacation, with nearly 70% choosing "beach scenery rather than mountain scenery". Wyndham Hotels Group's bookings to Hawaii also increased by 69%.
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Last minute reservation
According to Kayak's data, compared with two years ago, the advance booking period of flights is shortening. This is especially true for international travel: as travelers' travel plans become more flexible, the number of flights searched in seven days has increased by 50%. (Kayak also provides a flexible unsubscribe screening function to help travelers determine which airlines and hotels are exempt from refund and change fees. )
Hafner said: "This demand exists. People want to travel again, and they are becoming more and more flexible and unconstrained in tourism planning. Due to the unpredictability brought by the epidemic, more and more people choose to book at the last minute, especially international travel, which may last until the first half of next year. "
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Change rooms for a holiday
People who have seen the movie Love Holiday starring cameron diaz and Kate Winslet are always full of yearning for a beautiful holiday. Just like other popular things on the Internet, Tik Tok made this concept fire again. The tag "#houseswap" (meaning housechanging holiday) attracted about100000 views on this social application, which gave birth to a large number of widely spread housechanging holiday videos.
Love home and change rooms, a global holiday and change rooms platform, with business in more than 1 10 countries. Last year, the number of registered members increased by nearly 300% compared with 20 19. The number of new registered users this year has exceeded the level before the epidemic. According to the company, this home vacation model helps offset the increase in travel expenses. Through the love-home exchange platform, members can save an average of $3,500 in accommodation expenses every year. (Membership service starts from 1 1 yuan per month. )
Celia Pronteau, managing director of Love Home Swap, said, "Our members will be surprised to find that they can save a lot of money after starting to switch houses for holidays. Changing rooms can not only give you the right to use the whole house, but also often bring some additional benefits, such as sharing each other's cars, children's toys, and even gym membership cards and ski equipment. 36% of our members travel more than four times a year, and 85% of our members are looking for new travel experiences, so changing rooms really meets their needs. We found that vacationing in different rooms quickly became a lifestyle choice for our members. The most popular travel destinations in the United States are new york, California, Florida and Colorado.
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Travel while working.
According to the data provided by Kayak, with the increasing demand for the combination of flexible telecommuting and leisure travel, more than 40% employees of Generation Z plan to take a "work vacation" in 2022 (essentially traveling while working, but not for work or vacation).
Hafner of Kayak said: "The younger generation like Generation Z may have a more flexible lifestyle (that is, they don't have children or pets yet), so it is easier to travel (and work) in different places for several weeks. This is much more complicated and troublesome for people who are already married. Once people can really start to travel more freely, we will start to see more people traveling and working at the same time. Enterprises that support work and leisure tourism will be more attractive to talents. Now many people want to change their environment. "
Hafner pointed out that this phenomenon has also been seen in Kayak. Last September, Kayak introduced the "work almost anywhere" policy, allowing employees to choose the frequency of working in the office (if necessary). Hafner said: "We are a travel company, so we hope that employees can work in different cities and countries and let them choose independently."
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Travel to many places constantly.
Travel superposition-the practice of booking multiple trips in succession-really became popular in the summer of 202 1. There are many reasons behind this: people want to travel abroad as much as possible (especially when international borders are open); If the trip is far away, the ticket will be more cost-effective; After staying at home for more than a year, many people really want to make up for lost time.
Adam Armstrong, CEO of Kangdiji, said that Generation Z and young millennials looking for Kangdiji often book multiple trips at one time. Young professionals also have a long vacation time, with an average travel time of 9 to 1 1 day.
Armstrong explained: "They travel longer-some people will explore the world for months on end, enjoy the benefits of telecommuting, make full use of the freedom during unemployment, or seize the gap year between college and professional life. We analyzed the preliminary booking pattern in 2022, and the results showed that people aged 65,438+08 to 35 generally went to Greece, Italy, Egypt and Costa Rica (the booking volume increased by 375% compared with last year), and chose to continue traveling in many places to really enjoy the fun of traveling again. "
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Luxurious all-inclusive resort hotel
It is not difficult to find that the above six trends have appeared in the past few years. Some experts pointed out that "the hot phenomenon of the market in the past two years does not mean the real optimization of the overall market supply structure. In the third and fourth years, with the large-scale innovation and continuous iterative update of tourism products, it can be determined that it is a real trend. " Entering the next stage of the tourism industry is more worthy of our expectation!
This article is compiled by Lan Yu Cultural Theme Development and Design Institute according to Xinhua News Agency, Fortune Chinese Network and other online channels.