Why do young people favor "bad" tourism?

This year's young people choose to travel "lying flat".

What they like best is not punching cards at popular scenic spots, nor sweeping streets in famous commercial streets. They prefer to choose a strange city, stay in a hotel and eat takeout.

Hungry? The report "The trend of take-away consumption in stove cities in 2022" shows that the take-away orders of hotels in tourist cities increased by 30% in the first half of the year, and "lying down to eat" became the normal state of travel.

Young tourists in the new era are not keen on traditional tourist attractions.

They think that tourism is subjective, especially those similar scenic spots that make them not interested at all.

Every popular city always has an old street of network celebrities, and countless tourists come here to visit the cultural and creative products made in Yiwu and given away by Pinduoduo for free. They eat the same stinky tofu, grilled squid and sausage. The only ones who can't step on thunder are KFC and McDonald's on the corner.

It is called Nanluoguxiang in Beijing, Chenghuang Temple in Shanghai, Kuanzhai Lane in Chengdu, Dongguan Street in Yangzhou, Old Town of Lijiang in Lijiang, Taiping Old Street in Changsha, Hubu Lane in Wuhan and Huimin Street in Xi. ......

Travelers who have suffered from "popularity" for a long time have begun to pursue the last piece of pure land.

All the consumption of young people during the "lying flat" journey has nothing to do with what photos they took, what snacks they ate and what new things they saw. These are not the themes of the trip.

Their real theme is actually only one: restoring fatigue. For them who have been under pressure for a long time, lying flat may not be "traveling" but should be called "recuperation".

Half a month before the National Day, Wheat, who worked overtime for three weeks in a row, made a group of friends who asked for help.

"Please recommend a seaside city where you can lie for a few days. No hot spots. It's sunny and quiet, just lie comfortably. "

After being trapped in the epidemic for two years, Maizi wants to take the last long vacation to leave the present city.

Before traveling, she would punch in all kinds of cards in advance. Now she just wants to choose a strange city and doesn't plan to see any scenic spots. The main task is to lie comfortably and have the energy to walk around the hotel. The activity radius shall not exceed 500 meters around the hotel.

Finally, she chose Zhuhai, and planned to lie down for a few days in the past and go to Lovers Road to blow the sea breeze at night.

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Unlike Maizi, Wu Li started talking about her road trip in Xinjiang as early as June: landing in Urumqi, swimming from Aksu to Kashgar, driving through the Panlong Ancient Road, and even going to take photos in Kanas.

However, he is still hesitating whether to leave or wait until the Mid-Autumn Festival to take a long vacation. This summer, Xinjiang has become a popular tourist city, with a large number of tourists driving on Duku Highway and camping on Paradise Lake.

According to media reports, there are crowds and garbage left behind everywhere along the Dooku Highway, and Wu Li silently canceled his travel plan.

Not only has the Duku Highway in Xinjiang become a "crying highway", but a large number of tourists have been heading west and north during the summer vacation. The Sichuan-Tibet Line, the Qinghai-Tibet Line, the Panlong Ancient Road and the Zhao Yi Highway in Xinjiang are all crowded with go on road trip vehicles, which has become the public's choice.

Tired of the commercialization of popular cities, tourists struggling for "unpopular" are also eyeing the countryside.

In the summer of 2022, the number of rural punch cards increased by 78% year-on-year. Among them, topics related to Hemu Village, Burqin County, Altay Prefecture, Xinjiang have been viewed more than 340 million times in Tik Tok.

This village, which is located on the Kanas Lake and was once rated as one of the six most beautiful ancient towns and villages in China by chinese national geography, has also begun to welcome people.

The idea of netizens' reverse travel collided, and the wrong peaks and cities could not stop it, and the unpopular ones were heated up.

Not enough! A little colder!

There are not many opportunities to travel all the year round, and the peak shifting cannot be fully realized. The majority of netizens chose the wrong city, and some non-tourist small cities in the third and fourth lines became new punching points.

In August, Little Red Book blogger "Zhang Tu Tu who eats every day" published an article about his living experience in Hegang Premium Hotel.

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Luxurious lobby, high-grade mattress, free steaming, well-dressed hotel doorman, and even more exciting, the high-grade hotel service described in Chinese TV series only needs 300 yuan.

Hegang, a small town in the northeast that once attracted the attention of netizens because of low housing prices, is once again on fire.

Who can refuse such a high cost performance, and going to non-tourist cities in the third and fourth lines has become a new idea.

According to the big data of Qunar.com, as of September 22nd, the number of hotel room reservations in small cities nationwide increased by 30% compared with 20021and by 70% compared with 2020. The room reservation of Gaoxing Hotel increased by 40% compared with the same period of 202 1, and also increased by 30% compared with the same period before 20 19 epidemic.

Reverse tourism does not specify which city. If one day niche tourism also welcomes the peak of passenger flow, the morning market in Hegang is also crowded with foreign tourists, and young people may pursue the next unpopular one.

Why is reverse tourism popular?

On the topic of National Day holiday, the most talked about is a seven-day break. Many people think it is too tired to go out seven days after the festival. Some people think that the National Day holiday is "all the popular scenic spots in the country are crowded with people" in the news.

I was tired before the holiday started.

The purpose of traveling is to relax. Life is already very tired, and work has to be rolled up. There is no reason to relax to commercial scenic spots and tourists all over the country.

It seems perfectly appropriate to make a strategy for the hard-won trip. In a popular city with high playability, what to eat for each meal, what to play every day, where to live and where to take off are all full of plans.

If you don't get up early, you'll miss the sunrise. If you don't go to the crowded night market at eleven or twelve o'clock, you should make a travel strategy for three to five days in advance.

But military training tourism is not suitable for everyone.

In reverse travel, tourists will stop in a strange city that spans more than half of China. When there is no direction, they ask the locals about the scenic spots. When they are hungry, they will go into a busy alley to experience the local food. When they are tired, they will have a rest. On average, 300 people can enjoy hotel services that may take five times as long as they can enjoy in Beishangguang.

This kind of tourism for young people is called "bad tourism".

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"Have you ever tried a bad trip?"

In the popular video, UP owner "Life of nya Sauce" shared his experience of playing near Fuxian Lake in Yuxi, Yunnan, and "Where to eat".

There are not a few people who agree in the comment area.

On the first day, I didn't go out to find Hunan restaurant until noon. The next afternoon, after visiting Orange Island, I bought snacks and ordered takeout to watch movies in the hotel. Qian Sansan and his girlfriend's summer vacation were spit out by their old mother as "just spending money to sleep somewhere else".

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However, she really enjoyed this rambling trip. "Last year, we went to Chongqing and made a comprehensive strategy. We lived a full life, but we were too tired to recover after lying at home for a few days. "

Hegang's hotel notes opened her new ideas. "If I had realized this earlier, I could have saved the time of queuing in Changsha." .

She discussed with her best friend: "We must find a small northern city for a few days next summer."

If the scenic spots are commercialized, there will be no surprises. When network celebrities punch in a sea of people, tourism returns to the most authentic form, and relaxation and comfort become the most important purpose.

Rotten Joeri, it doesn't matter where the destination is, just rest; It doesn't matter whether you get anything. After all, the internet can teach you too much.

On the other hand, the cost-effective attraction of high-star hotels in reverse tourism is really great.

The incremental market of the hotel industry has shifted to cities outside the first and second tier. 20 19, China Lodge laid out economical and mid-end brand hotels, and entered the sinking market of the third and fourth lines. High-end hotels such as Hilton and Marriott are also trying to sink into second, third and even fourth tier cities.

The same star rating, without losing the services of first-and second-tier cities, has different prices.

For example, in Kaiyuan Du Ming Hotel, a county town on Line 345, a luxurious double room costs 200 nights per person during the National Day. Hotel rooms are not only well-equipped, but also equipped with an executive lounge, Chinese and western restaurants, entertainment center, chess room, gym and children's playground.

There are many scenic spots near the hotel, such as Tang Xi Ancient Town, Shili Water Town of Biyun Garden and Yunlanwan Hot Spring, which can fully meet the needs of tourists for high-quality accommodation and play.

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From 2020 to 2022, the average age of tourists in China dropped from 39 to around 32. Young tourists who think that "everything comes" and "nothing is wasted" are willing to spend more money on improving the quality of catering and accommodation.

Besides, young people have more freedom to play.

Ctrip data shows that the group tour products during the National Day Golden Week are mainly reserved for people between the ages of 25 and 30. As of September 15, 49% of people placed orders for National Day products after 90 and 00.

And what are the consumption preferences after 90 s and 00 s? According to Ctrip's report, the search popularity of frisbee, kayak and cycling products increased by 50%, 74% and 80% respectively.

Most of them are projects with suitable venues to play.

Tourism is just a form, and location and distance are also clouds.

The prevalence of unhealthy tourism and the emergence of reverse tourism are not social trends that have to be contrary to traditional tourism forms.

As of September 22nd, according to the Qunar.com platform, the summer bookings of four-star and five-star hotels in non-traditional typical tourist cities such as Hegang in Heilongjiang, Hanzhong in Shaanxi, Karamay in Xinjiang, Baoting in Hainan, Haidong in Qinghai, Yan 'an in Shaanxi, Liaoyang in Liaoning, Jingmen in Hubei, Wenchang in Hainan and Yichun in Heilongjiang all increased by more than 3 times compared with 202 1, with Hegang in Heilongjiang being the most exaggerated, with the highest increase of 7 times.

As early as before the Spring Festival in 2022, among the fastest-rising 10 destinations, except Macao, the other nine were all unpopular minority cities.

When the passenger flow during the Golden Week poured into the originally peaceful border town, hegang Market Street was no different from Confucius Temple, and the steaming room of Gaoxing Hotel had nowhere to go, so young people's travel expenses might not pay for Hegang.

Just like the "lipstick effect" during the Great Depression in the United States in the last century, so is domestic tourism now, and people's desire for consumption will pay more attention to the satisfaction brought by consumption.

From urban archaeology to trunk market, from land surfing to desert stargazing, from RV driving to natural exploration, it seems that fashion trends are changing, but passengers' needs are always being met.

After the promotion of urbanization, farmhouse music is also the other way around. Traveling all over the country, camping in the suburbs is also the other way around. Sightseeing is no longer novel, and temple meditation can also be reversed.

Young people don't mean "anti-fashion". Young people just want to lie comfortably.

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Therefore, for small cities and high-star hotels that want to catch up with the trend of tourism, it is a compulsory course to make young people lie flat more comfortably by improving the quality of service.

Night market stalls with local characteristics, camping, food, and various forms of interesting activities that can be integrated into local culture may be even more rare and prominent.