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The tourism industry in many places has recovered significantly, and domestic tourism competition will intensify

Date: 2020-09-04

On the whole, the tourism industry's confidence in the future has rebounded.

With the restart of inter-provincial group tours, the arrival of the peak summer travel season, and the recovery of consumer and business traveler confidence and demand, the accelerated recovery of tourism in many places has achieved remarkable results. The sentiment of all market segments in the tourism industry has recovered, but the progress of the market recovery has been uneven. Industry insiders said that overall, the tourism market will pick up further in the future. At the same time, competition in the domestic tourism market will also intensify when the development of foreign epidemics is difficult to predict.

Tourism in many places ushered in a significant recovery

Starting from August, bookings of specialty homestays and high-end hotels in Jiangsu, Zhejiang and Shanghai have become popular. "We booked a B&B in the suburbs of Shanghai in mid-August. The nightly price of a single room has returned to the previous peak season of more than 1,300 yuan. It is not possible to book it late. Earlier this year, the unit price of the same room was only 800 yuan per night. Around." Shanghai Min Zhou said.

With the further stabilization of the epidemic prevention and control situation, tourism in many provinces and cities ushered in a significant recovery.

According to data from the Shanghai Municipal Bureau of Culture and Tourism, in the last two weeks of July, the average hotel occupancy rates in Shanghai were 56% and 58.2% respectively; by the first three weeks of August, this number had risen to 61.9%, 65.8% and 64.4% respectively. . He Jianmin, a professor at the Shanghai University of Finance and Economics, analyzed that the restart of inter-provincial group tours, the arrival of the summer travel season, and the recovery of consumer and business traveler confidence and demand have injected impetus into the recovery of Shanghai's tourism consumption.

In terms of tourism consumption, after the resumption of inter-provincial team tours in Shanghai on July 16, Shanghai quickly launched the 2020 Shanghai summer cultural tourism products, highlighting the “safety, preferential, and quality” standards, including key scenic spots, life service platforms, and tourism companies in Shanghai Etc. have introduced multiple preferential measures. This not only attracts tourists from all over the country to Shanghai, but also allows local residents to leave their homes. Platforms such as Ctrip, Lv Mama, Spring and Autumn, and Tongcheng Travel show that Shanghai is one of the most popular destinations and source of tourists during the peak summer travel season. In terms of exhibition and business travel, the 16th China International Animation and Game Expo, 2020 China International Digital Interactive Entertainment Exhibition and other exhibitions were held in August, which also attracted many foreign visitors and business people to Shanghai.

Since the beginning of this year, Shanghai has introduced a package of assistance policies to help enterprises, build a financial relief service mechanism, and implement the cultural and tourism market revitalization plan. In August, it further launched financial service measures for small, medium and micro cultural and tourism enterprises to inject market revitalization. power. Shanghai will host the 2020 Shanghai Tourism Festival on September 12, and set up a sub-venue in Jiangsu, Zhejiang and Anhui for the first time. This has also become another opportunity for the Yangtze River Delta region to further promote the resumption of tourism and the high-quality integrated development of regional culture and tourism.

From August 8th to December 31st this year, including the "Eleventh" Golden Week, A-level tourist attractions in Hubei Province will be open to tourists from all over the country without admission. The data reported by the Hubei Provincial Department of Culture and Tourism on August 23 showed that within 14 days of the event, the province’s travel agencies organized a total of 692,000 tourists, approximately 50,000 per day, which is 2.84 of the number of people organized in the province from April to July. Times. As of August 21, the resumption rate of travel agencies in the province reached 71.46%.

The Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism recently disclosed that from July to August, the tourism industry in Guangzhou recovered to about 70% of the same period last year. The Guangzhou Municipal Bureau of Culture, Radio, Film and Tourism has made every effort to guide, support, and promote the resumption of work and production of enterprises from policies, funds, publicity, and services. It has issued the "Guangzhou Cultural Tourism Warming Enterprise 12" and issued special support funds for the cultural tourism industry. The service quality guarantee fund of the travel agency exceeded 200 million yuan, and the Guangzhou area bank was coordinated to provide more than 15 billion yuan in loans to cultural tourism-related enterprises.

Differences in travel market segments

On the whole, each segment of tourism has entered a recovery channel, but the degree of resumption of the market varies.

Out of consideration for travel privacy, safety and convenience, more tourists choose the self-driving form, which has also given birth to the rapid development of the self-driving and destination car rental markets. Peng Ting, chief commercial officer of Ctrip Group's car rental division, said that this summer, the cities where car rental users are most active on the platform are often also popular destinations or source cities. More and more new users and young people are trying to rent a car to travel by car. It is understood that the car rental business is the fastest recovering business line in the group's major tourism business segments, and the current total car rental transactions have exceeded the same period last year.

With the significant increase in hotel occupancy rates in many places, Chinese and foreign tourism companies have accelerated their deployment in China in the near future. According to Sun Jian, general manager of BTG Homeinns Hotel Group, the occupancy rate of its hotels in Shanghai has reached 95% in the same period of previous years. BTG Homeinn Hotel Group recently opened a new mid-to-high-end brand store in Shanghai, and will accelerate the layout of the mid-to-high-end hotel market; BTG Homeinn and Hyatt Hotel Group's joint venture of the world's first high-end brand store is expected to open in Shanghai in October this year. InterContinental Hotels Group also announced the opening of its 100th franchise hotel in Greater China.

Fliggy data shows that compared with previous years, the overall price of summer air tickets this year is 30% lower. This also reflects that it will take time for the aviation market to fully recover. According to data released by the Civil Aviation Administration, on July 23, the number of civil aviation flights recovered to about 80% before the epidemic, with a passenger load factor of 73.57%. Last year, the passenger load factor of civil aviation in China exceeded 80%. This shows that the domestic aviation market still has great consumption potential.

As for travel agencies, the pressure on the market to resume is still greater. Ctrip recently released a report analysis that as of mid-August, more than 4,000 cooperative travel agencies have released domestic travel products on the Ctrip platform. From the perspective of domestic travel agencies cooperating with the platform, more than 80% have resumed work, and some outbound travel agencies have also begun to transform their domestic travel operations. But overall, the market has not returned to a normal level. Due to insufficient effective demand and restrictions on tourism consumption, most offline stores of tourism companies are still under great pressure.

Zhou Weihong, deputy general manager of Spring and Autumn Tourism, introduced that from mid-July to mid-August, within one month of the restart of inter-provincial team tours, the number of Spring and Autumn Tourism sales recovered to 47% of that of domestic travel in the same period last year, and revenue recovered to 45%. If you include last year’s outbound travel business, this year’s business volume is equivalent to about 35% of the same period last year.

In mid-July this year, the Ministry of Culture and Tourism issued a notice stating that tourist attractions in various places should continue to implement the requirements of "limited, appointment, and peak shifting", and the number of tourists received should not exceed 30% of the maximum carrying capacity to 50%; Shanxi, Yunnan, Shandong, Inner Mongolia, Guizhou and other places have successively launched preferential measures for scenic spots. However, the reporter learned that the actual reception volume of many scenic spots during summer vacations often does not reach 50% of the maximum carrying capacity. According to industry analysis, consumer confidence in travel needs to be boosted. Taking the parent-child customer group with the largest share of the summer market as an example, people are more cautious when choosing scenic spots to play. In addition, many places require students to return 14 days before the start of school. This also affects the travel radius of the parent-child customer group and the consumption of the scenic spot to some extent.

Competition in the domestic tourism market will intensify

"Within one month since the inter-provincial team tour restarted, there were still a few confirmed cases of new coronary pneumonia in individual provinces and cities in China. Therefore, on the one hand, tourism companies should not take it lightly. It is necessary to realize that the road to tourism recovery is even greater than that after the SARS outbreak in 2003 In order to be slow and difficult; on the other hand, the sales curve of the company is still upward, and we should have firm confidence in this." Zhou Weihong said.

On the whole, the tourism industry's confidence in the future has rebounded. The World Tourism Federation and other recently released reports stating that domestic tourism practitioners have regained confidence and are ready to embrace the new situation in the post-recovery market. More than half of the respondents believe that the impact of the epidemic on the domestic tourism market can basically end within this year.

The report analyzes that due to the impact of the epidemic, some people have compressed or canceled their travel plans, and some enterprises and institutions have restricted the travel of employees. The development of domestic tourism is still greatly suppressed. In a short period of time, it is difficult for the tourism market to return to the level before the outbreak. However, in the medium and long term, because the domestic epidemic has been steadily controlled and residents' pursuit of a better life has not changed, the depressed tourism demand after the epidemic needs to be released, international tourism cannot be achieved, and the domestic tourism market still has vigorous vitality.

According to the analysis of the World Tourism Federation, although domestic tourism demand will recover faster, competition in the tourism industry will also become more intense. With the development of foreign epidemics difficult to predict, tourism companies that originally focused on inbound and outbound business have also begun to move to the country. swimming market.

In addition, industry analysis shows that traveler preferences have also undergone significant changes, and practitioners need to adapt to changes in the situation in time. Personalized customized tours and small package tours are more popular. Tourists are more cautious about long-term vacation travel, while short-distance vacations around the city are more convenient and flexible, and there is no need to travel to the province.

Qiu Wenhe, president of the China Association of Travel Agents, said that under the current situation of normalization of epidemic prevention and control, healthy and ecological leisure travel experiences and characteristic resources are more popular in the consumer market. Tourists pay more attention to feelings, companionship, health and safety than ever before. +High quality" will become the development direction of leisure tourism. Ren Guocai, vice president of Jingyu Lvma Group, believes that technological innovation is an important starting point for improving service quality, an important force to promote the recovery of the industry and accelerate the resumption of work, and it also provides wings for industrial transformation and upgrading and high-quality development.

Dai Bin, Dean of the China Tourism Research Institute, said, “At present, the tourism industry needs to be gradually revitalized. It needs to be integrated with the leisure life of local residents, shared by the host and guest, and unified foreign tourists and local residents into a common consumer market; 'Opportunities, adhere to the integrated development of culture and tourism, and continue to cultivate new types of tourism market players.' He suggested that local administrative departments should consider not only the market rhythm of enterprises that resume work, but also the improper price competition that may be triggered to effectively help the transformation and upgrading of scenic spots. And high-quality development.