Inter-provincial team tour restarts the revitalization of the cultural tourism market and injects "cardiotonic agent"

after a lapse of nearly half a year, the inter-provincial team tour has finally been restarted, which has injected a "booster" into the revitalization of the cultural tourism market.

following Beijing's re-adjustment of emergency response level to level 3, on July 2th, Beijing Cultural Tourism Bureau announced the resumption of inter-provincial group tours. Up to now, 14 provinces including Beijing, Shanghai and Shandong have announced the opening of cross-provincial tours. Affected by favorable policies, the inter-provincial travel products of tourism enterprises have also recovered rapidly, some offline stores have resumed business one after another, and the search volume of various platforms has also climbed again.

Travel agencies and travel platforms take the lead in boosting

According to the Notice of the General Office of the Ministry of Culture and Tourism on Promoting Tourism Enterprises to Enlarge their Resumption of Work and the Guide to Prevention and Control Measures for Travel Agencies to Resume Business in an Orderly Way, all localities can resume travel agencies and online travel companies to operate inter-provincial group tours and "air tickets+hotels" business on the premise of doing a good job in epidemic prevention and control.

Ctrip Group data shows that since 15th, some inter-provincial group tours and "air ticket+hotel" products have almost been "second light" as soon as they were launched, which highlights the urgent need for consumers to "seek freedom". Ctrip expects that the demand for travel of about 1 billion people in the first half of this year has yet to be released; 88% of users on this platform have the willingness to travel across provinces this year, and 7% of users said they expect to travel as soon as possible after the cross-border team tour resumes.

On July 2th, after Beijing announced the resumption of inter-provincial group tours, the data provided by Ctrip showed that the one-hour instantaneous search volume of Beijing tourists searching for tourism products increased by more than 2% from the previous month. On the flying pig platform, the number of inter-provincial tourism commodities increased by 114% compared with last year; In terms of inbound and outbound air tickets, Qunar. com data shows that after Beijing announced the "downgrade" of emergency response level, the search volume also increased by 7 times compared with the same period of the previous day.

Tourism enterprises or platforms such as Ctrip, Chunqiu, Mama Donkey, Tongcheng, Qunar and Feizhu are also actively preparing to launch related products in an orderly manner according to the requirements of epidemic prevention and control in various places. Gou Zhipeng, president of Qunar. com, said that the heat of summer travel has now rebounded to 8% last year. With the resumption of inter-provincial group tours in Beijing, most domestic tourist products such as scenic spots, hotels and transportation will heat up again.

Dai Bin, president of china tourism academy, said that the latest survey showed that the willingness of Chinese residents to travel in the third quarter of this year was 8.22%, which was about 9% higher than that of the same period last year. With the gradual liberalization of domestic cross-provincial tourism, tourism consumption and willingness to travel will further increase significantly.

Liang Jianzhang, Chairman of the Board of Directors of Ctrip Group, said frankly that, generally speaking, outbound travel accounts for 5%, inter-provincial travel accounts for 4%, and short-distance travel only accounts for 1%. Previously, travel agencies around the country gradually resumed short-distance business characterized by local tours, but they still faced enormous survival pressure. Inter-provincial team tour and the recovery of "machine+wine" business have injected a "booster" into the revitalization of the cultural tourism market. It is understood that since July 15, most of Ctrip's more than 7, stores have resumed production across the board, and the opening rate has increased greatly.

Hotels, airlines, scenic spots, etc. are "responding to the call"

It is the summer vacation and the traditional tourist season. According to the statistics of china tourism academy and Ctrip Group, in 218 and 219, the summer tourism season from July to August takes about one-sixth of the whole year, and the number of tourists accounts for about one-fifth of the total number of tourists in the whole year. He Jianmin, a professor at Shanghai University of Finance and Economics, analyzed that the resumption of inter-provincial team tours will accelerate the development of the living consumption of tourism and leisure and the productive consumption of tourism exhibitions, and promote the development of the national economy.

hotels, transportation, scenic spots and other tourism market segments have responded. According to the relevant person in charge of Huazhu Group, the gradual liberalization of cross-provincial tourism means the comprehensive restart of China's tourism market, the leisure and business travel markets will recover faster, and the hotel business will continue to pick up. In mid-July, the occupancy rate of hotels under the group increased significantly, and it has recovered to over 8%.

Tongcheng yilong data shows that on July 15th, the number of domestic hotel creation rooms on Tongcheng yilong platform increased by more than 3% year-on-year, a new high since the outbreak of the epidemic. In recent weeks, the number of domestic hotel creation rooms increased steadily by more than 2% year-on-year, maintaining a strong recovery momentum.

Spring Airlines opened 47 domestic routes in early May this year, and opened 28 new domestic routes in July. According to the relevant person in charge, the inter-provincial team tour and the recovery of "machine+wine" products have benefited the aviation market.

with the resumption of inter-provincial group tours, the number of tourists received by domestic scenic spots has been adjusted from 3% to 5% of the maximum carrying capacity. According to the data released by the US Mission on the 2th, when the week begins to enter the peak period of travel booking, tickets for some popular current-limiting pavilions and water parks will be staged as "one ticket is hard to find" and will reach the booking peak in early August.

Tourism enterprises should build their core competitiveness in the process of transformation and upgrading

However, it remains to be seen whether the market can undergo major changes. CYTS Travel believes that the opening of inter-provincial travel will definitely promote the summer market and will effectively promote the further recovery of the tourism industry, but whether there will be retaliatory rebound needs further observation. Dai Bin also believes that the current market recovery needs a process. If there is no major repetition in epidemic prevention and control, it is believed that the whole market may return to the level of the same period last year by the "Eleventh".

according to industry analysis, it has been nearly half a year since the group tour was suspended in late January, and people's travel consumption habits have changed. The tourism industry is facing a multi-stage superposition of normalization of epidemic prevention and control, improvement of consumer demand quality, deep integration of culture and tourism, and promotion of high-quality development. All provinces, cities and market players should adapt to the changes in demand and promote the structural reform of tourism supply side.

from the feedback of the industry, firstly, people have higher requirements for the safety and privacy of travel. According to the data of china tourism academy, during the Dragon Boat Festival holiday not long ago, 81.7% of the tourists interviewed made reservations, which was higher than that during the May Day holiday this year. Zhou Zhongwei, CEO of Tongcheng International Travel Service, predicts that the recovery of cross-provincial team tourism will push up the demand for customized products, and people will have greater demand for high-quality small groups.

"Travel agencies provide customized services for tourists, helping tourists to complete the reservation of air tickets, hotels, scenic spots and other related links during the trip, bringing benefits to tourists at the price of group tours; However, in the actual travel process, tourists mainly complete their travel itinerary independently and leisurely in the form of free travel. Such a' travel remote housekeeper' may become one of the directions for the transformation and development of travel agencies. " An analysis of a senior regional head of a travel agency.

Secondly, this year, the performance of parent-child group tourists will be relatively cautious. Ctrip's latest survey for its users shows that 74.6% of the key factors affecting tourists' willingness to travel across provinces have chosen "some provinces and cities advocate that teachers, students and parents should not leave the province in principle".

Thirdly, unlike the high proportion of long-distance tours in summer in previous years, this year's short-distance tourism featuring "local people traveling locally" is still an important part of the summer tourism market. Dai Bin said that the data of four holiday tourism markets this year, Spring Festival, Tomb-Sweeping Day, Labor Day and Dragon Boat Festival, show that tourists are more willing to enjoy the short-range scenery and experience the beauty of daily life with their families by car, and there are many business opportunities.

Dai Bin pointed out that tourism enterprises should strengthen the application of science and technology and cultural creativity, and build their own core competitiveness in the process of transformation and upgrading. "If travel agencies still take the traditional route or even the unreasonable low-price sales model, relying on tourists' self-funded projects and shopping rebates, or even colluding with merchants to engage in forced consumption and fraudulent consumption, they will be ruthlessly eliminated by the market."

At the same time, the prevention and control of epidemic situation cannot be ignored. He Jianmin reminded that all localities should fully reserve prevention and control facilities and capabilities to resume cross-provincial team tours; Enterprises, tourists and communities should follow scientific and strict epidemic prevention and control measures.