This summer, cultural and tourism consumption is booming, and tourists are enthusiastic about traveling. During the summer transportation period from July to August, a total of 954 million passengers were transported by railways nationwide, and 151 million passengers were transported by civil aviation nationwide. The overwhelming flow of customers, not only people but also consumption and vitality, is a vivid footnote to the booming development of service consumption in China.
Although summer has ended, the popularity of cultural and tourism consumption continues. When a continuous influx of tourists flows into scenic spots, commercial districts, and cultural and museum venues, a thought-provoking question arises: how to enhance the core competitiveness of the cultural and tourism industry, and transform the seasonal "flow" dividend into a "retention" advantage for high-quality development?
Strengthening user experience through deep market segmentation
The industry generally believes that the "summer season" from July to August is still the most complete tourist group structure and the most diverse tourism window throughout the year.
Breaking down the composition of summer travel "traffic", Wang Wei, President of Shanghai Chunqiu International Travel Agency (Group) Co., Ltd., said that from the perspective of core customer group structure, parent-child travel is still the core driving force of this year's summer tourism market. He believes that market expansion is accompanied by structural differentiation, and the development opportunities for travel agencies are more focused on exploring segmented markets and creating differentiated services. "The needs of every age group of teenagers are different, and our supporting educational products should be different, which greatly tests the ability of travel agencies in resource integration, itinerary design, and service guarantee
Ctrip data shows that this summer, the average unit price of parent-child tourists has reached 1.8 times that of non parent-child tourists. The consumption preferences for parent-child vacations show two directions, with significant growth in quality vacation products such as customized tours and chartered tours; The popularity of experiential learning products such as museum real-life classrooms, industrial tourism, and historical culture is on the rise. At the same time, the proportion of silver haired tourists during summer vacation has increased significantly compared to the same period last year, and their travel preferences have clearly shifted towards "slow pace, long stay", showing a trend from "tourism" to "travel".
How to enhance user experience? Hu Junjie, Vice President of Yu Garden Tourism Mall (Group) Co., Ltd., believes that the core competitiveness of cultural tourism projects that cannot be copied lies in tapping their own unique cultural resources and constantly using new ways to express them. For example, through new models and scenarios such as IP co branding, performing arts exhibitions, interactive experiences, etc., everyone can have experiences, products, cultural interactions, and ultimately consumption, which is the best closed loop.
Enrich the experience scenarios and extend the consumption chain
Nowadays, people have increasingly diverse reasons to go to a city: an exhibition, a game, a movie, even a delicious meal... But when traffic comes, whether or not they can catch and stay tests the comprehensive operational ability of the destination. Completing supporting facilities, polishing distinctive IPs, and promoting the deep integration of cultural, commercial, and sports exhibitions are the key to transforming "temporary excitement" into "long-term customer sources".
The summer vacation has just passed, and the travel craze for Mid Autumn Festival and National Day has begun. This year's Mid Autumn Festival and National Day holidays are only three days apart, and the "please take 3 days off and 13 days off" holiday plan from September 28th to 30th has become a hot topic on the internet, bringing new market opportunities.
According to Ctrip data, as of August 25th, the number of air ticket orders during the Mid Autumn Festival and National Day period increased by about 50% year-on-year, and the number of hotel orders nearly doubled year-on-year. The demand for quality accommodation is particularly prominent, and the enthusiasm for travel is high. From the perspective of platform booking pace, after the opening of the holiday window, tourists' willingness to plan ahead and book as early as possible has increased. It is expected to enter the peak of booking from early to mid September, and the demand for core categories such as air tickets and hotels will be concentrated and released.
The new demands brought about by the long Mid Autumn Festival and National Day holidays require cultural and tourism enterprises to re-examine their products and services. In Wang Wei's view, next, enterprises need to continuously segment, iterate, and upgrade their products and services according to different destinations and target customer groups, and replace price competition with value creation.
"In fact, although tourism is very popular everywhere, tourists still lack content. When you go to a place, he doesn't know what you want him to play with." Hu Junjie said that Yu Garden is doing two things: first, through big language models, AI companionship and other means, to provide tourists with a more immersive guided experience; Second, play the culture card well - during the National Day this year, Yu Garden will launch a new "meal show" experience in the old hotel. Let everyone come here every season with different content to watch and experience
From "card style travel" to "experiential stay", the growth of cultural and tourism consumption is shifting from "quantity expansion" to "quality improvement". This requires the entire industry to continue to deepen its cultivation in products, services, and models, so as to truly form a year-round consumption attraction and have good scenery every season. (Looking into the New Era)