＂Travel +X＂, ＂Reverse Travel＂ and ＂Heart-Price Ratio＂ … The hottest golden week reflects the change of travel concept.

　　Yangcheng Evening News reporter Liu Xingyu

　　The eight-day National Day holiday in Mid-Autumn Festival ended, and the change of consumption concept condensed into a new trend of cultural tourism. According to the summary of long vacation trips released by many platforms, the travel content of Chinese people is undergoing a deep reshaping from destination selection, experience mode, gameplay to consumption concept. Under the background that the service capacity of the domestic tourism market has been restored, "tourism +X", reverse travel and quality play have become new popular labels.

　　Hot!

　　The "Double Festival" has an average of more than 100 million people traveling in the country every day

　　As the last legal holiday of this year, the fiery degree of "Double Festival" travel is unprecedented. According to the data center of the Ministry of Culture and Tourism, during the eight-day Mid-Autumn National Day holiday, the number of domestic tourists was 826 million, up 71.3% year-on-year and 4.1% over 2019. The domestic tourism revenue reached 753.43 billion yuan, up 129.5% year-on-year, up 1.5% compared with 2019. As Dai Bin, president of china tourism academy, said, during the whole holiday, the willingness to travel and tourism consumption of urban and rural residents created the highest tourism fever in history since the monitoring record was recorded.

　　The huge number of travelers has brought about significant growth in the tourism industry. During the "Eleventh" holiday, Ctrip’s domestic travel orders increased by nearly 2 times year-on-year, of which tickets and homestay orders increased by more than 2 times year-on-year, and cruise orders increased by more than 6 times year-on-year. Judging from the popularity of destinations, Guangzhou ranks fourth in the list of popular tourist destinations in China, only next to Beijing, Shanghai and Chengdu, and Guangzhou has also become the most popular destination in Zhou Bianyou.

　　According to the data of the US Mission and public comments, the average daily consumption scale of service retail in Guangdong Province ranked first in the country six days before the Mid-Autumn National Day holiday, with a year-on-year increase of over 50%. Driven by "taste bud tour" and immersive deep tour, the tourism consumption of inter-provincial tourists in Guangdong increased by 470% year-on-year.

　　Personality!

　　Outbound long-distance tour groups and free travel are concerned.

　　Go to Kenya to see African elephants, punch in the location of Game of Thrones in King’s Landing in Croatia, and go to Spain to buy bags … … The long holiday makes the long-distance outbound tour return. Ma Honeycomb Tourism Big Data shows that the demand for long-distance and outbound travel continues to rise, with orders accounting for more than 90%. On the platform where to go, the order volume of long-distance tours and niche destinations during the "Eleventh" period increased by three times compared with the "May Day" this year. Ctrip’s outbound travel orders increased by more than 8 times year-on-year. Compared with the "May 1" period, tourists from long-distance countries such as Switzerland, Spain and Turkey grew the fastest.

　　"In previous years, the sales of outbound travel products were mainly large groups with more than 40 people. This year, tourists are more willing to choose products such as boutique small groups and private groups, and pay more attention to related experiences such as food and play during the journey." The person in charge of the same trip said.

　　"There are fewer group tours and more free travel." Li Tao, general manager of anran Travel Agency in New Zealand, said that this year’s "Eleventh", its store business on the tourism platform was booming. One project of New Zealand Glacier Walking alone added five inventories and was still booked out early. "The scale of free travel category is expanding, which is very obvious this year."

　　On the flying pig platform, the performance scale of overseas local play services during the "Eleventh" period this year increased nearly nine times compared with last year. "Consumers’ demand for freedom and personalization of outbound travel is rising rapidly." The person in charge of the platform said.

　　Rich!

　　The theme of "Travel +X" is deeper.

　　During the "Double Festival" holiday, "having fun" has become the demand of many tourists. In order to explore different scenery, the theme game of "Travel +X" has become increasingly rich. In the past month, the search popularity of the flying pig platform "Desert Tour" has increased by over 90% compared with last year, and the "Grassland Tour" has increased by over 1.9 times. The theme games such as parent-child research, music festival "idolize" and Hanfu Travel Shooting have also been popular.

　　During the long holiday, the popularity of "food" in various places in Mahoneycomb Station increased by over 80% on average, and Shunde, Guangdong Province ranked first in the food destination with the fastest rising popularity. The data of the US Mission and the public comments also show that the "taste bud tour" with eating as the core has injected new vitality into the long vacation, and more and more niche destinations have turned into tourist destinations due to special food, which has driven the consumption growth of the whole link. It is reported that in Shantou, Chaozhou, Taizhou, Weihai, Yangzhou and other places, the order volume of restaurant food contributed by consumers from different places has increased by over 500% compared with that in 2019, and the leisure and play orders in Shanwei, Chaozhou, Yanji, Liuzhou and Zibo have increased by over 600%.

　　According to the long holiday travel consumption report released by Tongcheng Travel, during the Mid-Autumn National Day holiday, emerging tourism modes such as museums, music festivals and outdoor sports attracted the attention of young people. Among them, the music festival has become a highlight of the long holiday travel consumption. "Music festivals and concerts have become an important way for domestic destination cities to attract young tourists. Not only have there been more overall events, but the consumer market for music performances has further sunk to second-and third-tier cities and even county towns with developed tourism."

　　Zou Qingling, CEO of Donkey Mama Travel Network, said that this holiday, more third, fourth and fifth tier cities gave birth to new business forms or new consumption hotspots, such as food, concerts, events, immersive special exhibitions, night tours with lights, non-legacy performances, cultural and creative gifts, etc., which expanded destination consumption from different angles. "At present, tourists are more rational in consumption, but they are still willing to pay for in-depth content, personalized experience, innovative scenes and quality enjoyment." Zou Qingling said that free travel, customized tours and butler escort services will be welcomed by more tourists in the future.

　　Xiang Hao!

　　After the long holiday, the confidence of traveling has further returned.

　　In addition to popular destinations, more and more "small places" have become popular during this year’s "Double Festival" holiday, which is behind people’s desire to avoid "conformity" and the increasingly differentiated and refined tourism products. "This shows that the motives that trigger tourists to travel are getting smaller and more diverse." The relevant person in charge of Ctrip said.

　　According to the data of Meituan, "reverse tourism" continues to be hot, and the number of hotel orders in "two festivals" niche cities has the highest increase compared with 2019, and the number of accommodation orders in Linzhi, Wanning, Shanwei and Linyi has doubled.

　　According to the travel data of the same journey, the minority destinations with the highest increase in "Double Festival" tourism popularity include Alashan, Aba, Shuanghe, Fangchenggang, Yichun, Chaozhou, Zhongwei, Gannan, Linzhi and Baishan.

　　It is generally believed in the industry that the fragmentation, sinking and quality of the tourism market are further accelerating.

　　"National Day is a big test. Performance is a good thing, but the quality of reception and customer experience are also very important. " Liao Lina, general manager of Guangzhou Huanya International Travel Service, said that this year’s Malaysian island tour products mainly operated by the company have reached expectations, and service quality is one of her most concerned business indicators during the "Eleventh Five-Year Plan" period.

　　The reporter learned that on the flying pig platform, the number of nights in high-star hotels booked during the "Eleventh" period increased by over 50% compared with the same period in 2019, and the performance scale of customized travel goods increased by over 20% compared with the same period in 2019. The person in charge of the platform said: "This shows the quality of play this year ‘ Eleven ’ During the period, it received much attention. "

　　It is reported that during the "Eleventh" period, the per capita consumption of Ctrip and group tours increased by 80% compared with last year. The relevant person in charge believes that tourism consumption is changing from "cost performance" to "heart price ratio", and people are willing to spend more money for a better mood.

　　"This ‘ Double section ’ The tourism market has ushered in the return of family customers, the return of outbound travel, and the return of people’s confidence in traveling. " Zhao Wenzhi, president of Guangdong Travel Agency Industry Association and chairman and president of Guangzhi Travel, told reporters that before the long holiday, the General Office of the State Council issued "Several Measures on Releasing the Potential of Tourism Consumption to Promote the High-quality Development of Tourism", and put forward 30 working measures to promote the high-quality development of tourism from five aspects, which encouraged the tourism practitioners and predicted a broader development opportunity for the industry in the future. "After the Golden Week, the market will continue to improve. The wrong peak tour with few people, beautiful scenery and excellent price will become the main force of the market. Travel agencies will also do a good job in sprinting in the fourth quarter and actively promote the accelerated recovery of the cultural tourism industry." Zhao Wenzhi said.