The threat of resort hotels

Some time ago, Netflix launched a two-season travel plan, the most amazing holiday rental in the world. Joe Franco, a tourist who can speak six languages, Megan Badong, an interior designer, and Luis D Ortiz, a real estate agent, went to different styles of holiday houses-tree houses sleeping among alpacas, luxury villas with private beaches and supernatural holiday houses in the shape of flying saucers ... During these two seasons, nearly 50 holiday houses with different styles were exhibited. Many viewers have been shocked by various forms of holiday house life. They say that life should be like this, and even say that they are willing to spend the rest of their lives in these 50 holiday houses. ...

Holiday inn/camping is on fire. What about the vacation home?

Since the outbreak of the epidemic, a series of data show that vacation has become a new trend in the tourism market and travelers' eyes.

Last month, Ctrip Group and the World Tourism and Tourism Council (WTTC) jointly released the report "Insight into Tourism Trends" today, which mentioned that the growth of domestic tourism in China and the continuous demand for domestic holidays are particularly prominent. The demand for "home vacation" for residents to book hotels and play projects in the local area continues in the past, and even more and more consumers integrate vacation with work and business trips.

The fiery holiday market has led to the rise of holiday hotel market, and high-quality holiday hotels have quickly recovered and become the main choice for middle-and high-income groups in cities to spend their holidays. In the data of different OTA platforms, resort hotels are a force to be reckoned with.

In 2020, Ctrip's live broadcast and sales channels contributed about 5 billion yuan in total transaction volume, among which resort hotels equipped with high-quality parent-child parks, specialty restaurants, hot springs, swimming pools and other services were very popular. According to Qunar.com's data, the booking volume of Holiday Inn increased by 2.36 times week-on-week, while Mama Donkey's data pointed out that more than 60% users tend to choose Holiday Inn. Most of the orders for OTA hotels during the May Day and National Day Golden Week this year are also high-quality resort hotels.

At the same time, outdoor luxury camping has become a new round of accommodation fashion of "moving life outdoors". In the little red book, the notes related to camping during the National Day this year increased by more than 1 1 times. Behind this, the sales of outdoor products such as camping tents, picnic mats and barbecue tools shown by Yonghui data ushered in a substantial increase, which was nearly 70% higher than the enterprise survey data of 20021year in the same period last year. There are more than14,000 camping-related enterprises in China, with a year-on-year increase of 17 1%.

More and more investors pay attention to this form and take the lead in trying it in North America on the other side of the ocean. According to the statistics of Douglas Elliman, the largest real estate agency in the United States, there are more and more China people buying holiday homes in upstate New York recently. "Many people in China buy these houses, and some people go to live on holiday by themselves, and when they are not living, they rent out their holiday houses to earn rent".

"High-frequency Words" of Vacation Abroad

Vacation houses that are not sought after in China are the real "second homes" for the middle class in Europe and America abroad. This concept was born in Europe in the middle of last century. It originated from travelers' desire to stay away from the hustle and bustle of the city, get close to nature and enjoy private time with their families.

A real estate agent in Toronto pointed out that for China people, holiday homes are leisure luxuries, but for native North Americans, holiday homes are part of their childhood and youth memories, which is an unquestionable way of life. Local families usually have an ancestral holiday cottage.

At the same time, because most holiday homes are located in scenic watersides or forests, they have enough time to get along with each other with high quality, and they are also ideal places for adults to deepen their social and business contacts.

Therefore, in foreign countries, many times holiday homes even become a unique cultural symbol, connecting film and television or literary works in series.

1957 In the old movie Wild Strawberries, the protagonist Isaac had three dreams during his trip, all of which revolved around his summer vacation home as a teenager, where Isaac spent "every summer before he was 20 years old", which is also called "the place where wild strawberries grow"-in Swedish slang, this word is personal.

In "Green Light" by Hou Mai, a French new wave master, a lot of lens language is used to describe the feeling of life away from the city holiday house-full of green yards, flowers born at random in the corner, vacationers wearing loose clothes, and unrestrained chat content. ...

There are also some holiday homes that have been endowed with the whimsy of the owners. There are a series of unconventional holiday homes in dream holiday homes all over the world. For example, Quetzalcoatl's Nest, located on the outskirts of Mexico City, was inspired by the snake god in Mexican mythology. It was built into a natural wind sculpture garden of more than 200,000 square meters, and travelers lived in the "snake belly".

In addition to self-occupied holidays, holiday homes are also an important part of asset allocation for middle-class families. According to statistics, 45% of investment-oriented property buyers and 6% of holiday-oriented property buyers get returns by renting houses after purchasing holiday homes.

Under the influence of the epidemic, travel was restricted, but in the European and American markets, holiday homes were unexpectedly sought after.

According to statistics, the booking of short-term holiday rooms during the epidemic period has obviously warmed up compared with other houses, and even has an upward trend compared with the past. Airbnb's third-quarter net profit increased by 280% year-on-year, mainly due to the company's strong business performance in North America, Europe and Latin America.

As for the sales of holiday homes, the report of the National Association of Realtors pointed out that from 20021to1-April, the sales of holiday homes in the United States increased by 57.2%, which was more impressive than the sales of the overall housing market with a growth of 20%.

Knight Frank, an international real estate consultancy, predicted that the purchase of holiday homes outside London increased by 83% in the first eight months of 20021year compared with the five-year average. The central region increased by 58% in the same period.

A "sample" of local holiday houses in China has appeared.

In China, although the format of holiday houses is in its infancy, there are three types of business samples, which have become a new choice for many travelers.

0 1 Type 1: Hotel single-family room type

With the increasing "consumption tension" of local tourists and the increasing diversification of holiday demand, it is difficult for ordinary holiday hotels to completely cover holiday groups of different ages, different purposes and different spending power. Therefore, some holiday hotel brands will build single-family hotel rooms in whole or in part according to the property situation, and become a category of holiday rooms.

As a local resort, many hotels in Sanya are more private villa suites than ordinary rooms. The landscape design of Lanjingting Villa in Raffles Hotel Hainan is exquisite. Passengers don't need to check in at the front desk like staying in a hotel, but enjoy personalized check-in and 24-hour butler service like going home.

The villa of MGM Sanya Resort Hotel covers an area of three bedrooms, which is enough to meet the holiday needs of a big family or many friends. Everyone can enjoy privacy and meet the social and entertainment needs of holidays.

Type 2: Airbnb independent cabin

Independent huts refer to holiday homes rented independently, and consumers can often find unique and fashionable huts on platforms such as Airbnb. Similar to the resort hotel, the holiday house on Airbnb platform is also the right for consumers to spend money to buy a holiday house for a period of time. The difference is that this kind of holiday house comes from the private house of an independent landlord. Compared with relatively standardized hotels, they are more flexible and localized in the price range, full of personality, surprises and, of course, "scares".

On the edge of Qingshan Lake in Lin 'an, Hangzhou, you can rent a 10 bedroom villa, which can not only enjoy the lake view, but also meet the needs of friends gathering or family outing. Multi-function hall, open-air barbecue and mountain bike equipment provide enough entertainment facilities for passengers.

At the foot of the Jinshanling Great Wall in the suburbs of Beijing, you can also rent retro country cottages, mountain views covered by oversized French windows, and original ecological vegetables to support the rural life that urbanites expect.

The third category: Lv Wen real estate holiday house.

Compared with single-family hotels and independent cottages, Lv Wen real estate holiday houses are more mature and stable, which is a real "holiday house" and the future development trend of local holiday houses. It has the dual attributes of investment and holiday use.

-Investors can get investment rental income by buying holiday home products, and at the same time, they can meet the needs of self-help holidays; For ordinary travelers, the product category of holiday house is a holiday choice with more family besides ordinary hotels.

Take the revisited city Lijiang Mediterranean International Resort Hotel as an example. The whole resort hotel integrates four experience sections: living, holiday accommodation, art and culture, and natural leisure, and integrates various formats, including Club Med Resort Hotel, themed business and entertainment block, Snow Mountain Secret Theme Park, Casa Cook Wild luxury boutique resort hotel, Airbnb concentration fake apartment, etc. Among them, 35,465,438+0 holiday houses cover it, making it the only unrepeatable holiday at the foot of the snow-capped mountain in China.

The holiday house in Lijiang Fuyou City has created four different product formats, including different living areas, partners gathering under the courtyard, and poetic dwelling on the ridge of snowy mountains.

It can be said that in the whole project development process, the necessary living facilities around the holiday house have been taken into account, and what passengers need to do is to enjoy a quality and diversified holiday.

In addition, some time ago, the Taoyuan Forest International Tourism Resort, a new generation of world tourism and holiday destination invested by Sunac, was officially unveiled, dedicated to opening a dreamy, romantic and beautiful holiday aesthetics.

In the planning of the holiday resort, in addition to the first-line high-end holiday B&B brands such as Xipo, Wild Joy and Lujing Lanza, there are also three groups of private property holiday houses with three themes: forest, island and canal, which are designed by designers to achieve the ultimate integration of natural environment, space aesthetics and holiday lifestyle.

Holiday house, about to catch fire.

In China, although holiday houses have not yet occupied a place in the holiday culture, many players have been keenly aware of the changes in the market trend. The accelerated commercialization of holiday homes shows that the "fire" of holiday homes is on the way.

One is the change of the market. The domestic holiday fever continues to heat up, gradually deriving a variety of holiday forms, and the demand for medium and long-term holidays intensifies. In order to adapt to more modes of travel-long holidays, such as "staying", holiday houses are obviously worth looking forward to.

The second is the change of travelers. According to McKinsey's prediction, in 2022, the number of middle class in China will increase from 65,438+74 million families in 20 12 to 27 10/00000 families. According to the financial data of 2 1, the average age of high net worth people in China is 40 years old. The main personal investment direction is real estate, and the most popular form of entertainment is tourism.

Thus, the number of middle-class and high-net-worth families in China has reached a considerable scale, and tourism and vacation have entered the era of sojourning. Going to a holiday house and having a second residence is an inevitable trend after the social and economic development and the improvement of people's living standards, and it is also a manifestation of the upgrading of leisure and holiday mode.

On the other hand, parent-child travel and family travel are becoming the main force of vacation. According to data released by Ctrip, in the first half of this year, domestic parent-child travel expenses increased by 4 1% compared with 2020. Tongcheng big data analysis shows that parents of "post-80s" and "post-90s" have become the absolute main consumers of parent-child travel. They are more fashionable in consumption concept and pay more attention to quality, thus driving the parent-child travel market to develop in a diversified and quality direction. In addition, the frequency of travel is also increasing. On the platform of Qunar.com, nearly half of families in China travel more than three times a year.

The trend change of travelers' holiday demand and frequency requires holiday products to have a deep living experience that ordinary holiday hotels can't achieve. The emergence of holiday homes comes at the right time.

The third is the change of investors. The first is the change of investment model. In an interview with Space Secret, Guo Qing, co-president of Fosun Travel Group and chairman of Lijiang Travel City, mentioned that due to policies such as purchase restriction, the value-added space of urban real estate is getting smaller and smaller, and it is difficult to get the return from operation or the high return from continuous operation, so a holiday house may be a good choice. For example, if you invest in holiday home products in Fu You City, on the one hand, the owners can meet their holiday occupancy needs, and on the other hand, they can entrust them to Epson for management when they are not in use, resulting in additional income. In the future, more and more investors will set foot in the holiday housing market.

The second is the change of the crowd. The investors of holiday houses are different from those of professional hotels in the past. They are not speculative speculators, but tend to invest and spend. Therefore, these investors should not only meet the comfort of self-occupation, surrounding environment and supporting quality, but also consider whether the holiday house as an investment product has brand endorsement and future value-added ability.

In addition, investors are getting younger and younger. China Merchants Bank and Bain Company released "20021China Private Wealth Report" in Beijing, showing that the trend of young people with high net worth in 2002/KLOC-0 is prominent, and the wealth creation speed of young people is accelerated, and high net worth people under 40 years old have become the backbone, accounting for 42%. These young high-net-worth people are the target customers of holiday homes and are leading the investment direction of the industry.

In the past, although many middle-class families in China bought holiday homes in Sanya and Xishuangbanna, the popularity of the "second suite" always missed some opportunities. Perhaps the future holiday housing market, as Qian Jiannong, chairman of Fosun Travel, said, "The main investment direction of the middle class in China is real estate, but the growth of traditional real estate is limited, and holiday housing has just begun."