After meeting 1 CEOs in the tourism industry, I made some predictions for 221.

In 221, the first year of the 14th Five-Year Plan, the tourism industry got off to a difficult start, and a new situation was established.

The variation of epidemic situation, vaccination and fighting against epidemic situation have entered the game field of the new year, so have tourism enterprises and practitioners.

after the ordeal of 22, the certainty of normalization of epidemic situation, long recovery period of the industry, and heavy business damage will form a life-and-death game environment for travel enterprises in 221, and it is also a possible "gap" for them to cross 221 and usher in real recovery and even nirvana.

in the year of Xin Chou, how to make a right, and how to turn a cow into a dry Kun?

Here, Zhihui launches the Spring Festival special edition, inviting the literary and travel industry to write in writing, concise what they do and think, in order to see the road ahead and analyze the general trend.

The second article comes from Mr. Xiao Yuanshan, CEO of Jiacheng Travel, the first initiator of Shenzhou Tourism in committee of 1. After meeting 1 CEOs of tourism, what kind of profound insight and insight does he have on the cultural tourism industry?

at the end of 22, I participated in the launching of committee of 1, a tourist community in China, and completed the first round of peer exchange activities in eight cities in January.

at the risk of the epidemic, I participated in all eight exchange activities. Through one-on-one home visits and multi-person discussions, I met more than 1 CEOs of small and medium-sized travel enterprises in eight cities.

the situation in each city is different, but everyone is trying to persevere, even if 221 is not better at the beginning than 22.

whether in Xi' an, Chengdu or Chongqing, or Shanghai, Suzhou and Hangzhou, including Guangzhou and Shenzhen, every CEO wants to find an answer through communication. How can my enterprise survive in 221?

This question is too big for me, and I am not qualified to give directions, but a friend of mine in the legal field often tells me that the answers are all in the question. Yeah! In each case of these 1 CEOs, there may be answers to their own questions.

Before the Spring Festival, Zhi Hui invited me to make a preliminary analysis of the industry trend in 221. Taking this opportunity, I will share with you some classic cases I saw, heard and learned in January and my refined summary, which may give some reference and inspiration to my peers.

1 The "three trips" of tourism industry has become a final conclusion in 22

The idea of "three trips" was put forward by Dean Dai Bin last December. Dean Dai's original words were "After this epidemic, the tourism industry will never return to the past. Going to travel agencies, star-rated hotels and scenic spots may all be trends worthy of our consideration." What did I see in the communication?

1.1 to travel agency

I need to add an attribute before Dean Dai's original sentence to go to traditional travel agency, especially to travel stores. Friends from the same trade in Xi 'an told me that almost 1% of the tourist shops in Xi 'an have closed down. Friends from the same industry in Chongqing told me that there are still about 7% travel agencies in Chongqing that have not resumed work; Even in the Pearl River Delta region with the most dynamic economy in China, the store managers or business department contractors I know in Shenzhen, if they haven't completely changed their careers, are mainly focused on a sideline that is not for tourism. This sideline includes red wine, tea, insurance, purchasing and live training ... < P > Going to travel agencies is actually going to go to middlemen. If it's just a combination of the traditional six elements of eating, living, traveling, shopping and entertainment, in the consumption scene of domestic travel, we.

In the outbound travel scene, the competitor of one travel agency is often another outbound agency, and the guests will compare prices everywhere with the free itinerary. Back to domestic travel, travel agencies provide traditional products, and the biggest competitors are tourists' feet, and the second is the APP in their mobile phones.

If travel agencies are still living in the original industrial chain model, it is time to "get rid of it".

1.2 going to the scenic spot

I don't have time to go to the scenic spot all the way down, but I know a little about it in combination with the feedback from the travel agency industry, and add the news that Huangshan Scenic Spot received 1.51 million tourists into the mountain last year, and the pre-loss of Huangshan tourism exceeded 3 million, to express my views slightly.

At present, the biggest problem of scenic spots is to meet the tourists' sightseeing needs, lack innovation and content, and the rate of revisiting and repurchasing is low. The income of scenic spots mainly depends on the "ticket economy", and the tickets for China scenic spots are the most expensive in the world.

Over the years, tourist attractions have precipitated an inherent awareness for mainstream consumers that holidays are overcrowded, tickets are too expensive, and they have to compete with senior citizens for photo spots. If they can't go to domestic core scenic spots, they should try not to go. Personally, I am like this.

Exquisite camping products, which have become popular in 22 and are expected to continue to grow in 221, are samples of consumers voting with their feet. Choose a place where the scenery is not worse than the scenic spot, take their children to do outdoor sports, and have afternoon tea with their girlfriends. Why go to the scenic spot to join in the fun?

in Chengdu, I saw several colleagues actively stepping on the line, looking for places with safe environment, beautiful scenery, differentiated and exclusive thresholds in the rich natural resources of western Sichuan to build their own experience scenes. None of them chose to be in the toll scenic spot.

1.3 star-rated hotels

In Hangzhou, I specially visited Mr. Chen Xihui, the founder of Hotel State, a peer community of big accommodation. We chatted in a distinctive teahouse all afternoon and synchronized a lot of information about the big accommodation industry.

The reason for the removal of star-rated hotels is that consumers are getting younger and younger. Just like the inherent cognition conveyed by scenic spots (this cognition is not necessarily correct), young consumers think that star-rated hotels are Roman columns+white gloves+large chairs, which is a style that they will definitely not choose in life, let alone spend a lot of money to experience.

The B&B has impacted the attractiveness of star-rated hotels to customers as a whole, and the two-level differentiation within the B&B is further increasing. The good news is that domestic big accommodation brands such as Kaiyuan and Huazhu have risen, and Kaiyuan Senbo, a sub-brand of Kaiyuan, has just acquired a strategic stake in China Travel Service. Recently, the H shares of Kaiyuan Hotel, which has been listed on the Hong Kong Stock Exchange, have also been privatized by Sequoia Capital and Ouling Capital. After the delisting of Kaiyuan Hotel, it will usher in more "choice space".

2 What are the small and medium-sized travel enterprises that haven't given up?

All the small and medium-sized travel enterprises I have met are still persisting. What highlights are worth recording?

2.1 the integration of culture and tourism is not only the slogan of the government

the slogan of the integration of culture and tourism appears in almost all the relevant documents of the government's tourism industry, but it has been called by the government for so many years since the merger of the Ministry of Culture and the General Administration of Tourism. Is there any effect?

the epidemic has accelerated this process.

In 22, the epidemic pushed the radius of travel from outbound travel to domestic travel, then to provincial travel and Zhou Bianyou, and finally back to urban travel. Travelers who didn't give up didn't complain and refused to give up, but they just found a little market opportunity in the shortest radius travel mode of urban travel, combined with the deep integration of cultural tourism.

Recently, our community has often discussed a mature travel product, Citywalk, which originated from abroad. In Europe with a long history and culture, the Gaudi tour in Barcelona and the Van Gogh tour in Amsterdam are local classic routes.

China's excellent culture is not inferior to that of Europe, but most of the previous tourists have gone abroad, at least it is also a famous scenic spot in China. Only theme parks such as Chimelong and Happy Valley can attract tourists in the city. But the new bud is happening. In the eight cities I went to, except the youngest one, Shenzhen, almost all people were tossing about the cultural theme of Citywalk.

Charles in Chengdu packs a tricycle to take guests across the street and taste authentic snacks in Chengdu, and tourists can also go to DIY Sichuan cuisine. Rangers have developed a theme line in Chongqing, which is led by city experts to taste hot pot, and the charge is not low; After the epidemic, Boyahui in Hangzhou began to do a half-day tour of "Day-to-Day Hangzhou", which was purchased by the local government for the local people in Hangzhou to experience. Twelve-hearted people made a customized trip and packed a garden in Xixi, giving Miss Amy an immersive experience product "Song Feng Ya Ji", which returned to the Southern Song Dynasty elements for food, clothing and entertainment; Zhang Hongzhu, the eldest brother of Shaoxing, comes from the family of Zhang Jinlai, a six-year-old boy. Together with his father and the famous artist Xiao Qiling, he developed the product "The Monkey King takes you to Shaoxing", which won the favor of tourists from other provinces ...

There is a saying that the more national, the more global, and the more intense the local culture is, the more deeply immersed it is, and the more popular it is for tourists from other places, and there is no market for sightseeing.

I have my own evaluation criteria for urban cultural theme tourism products. If local residents are willing to pay for it, there will be great market opportunities for tourists from different places.

2.2 Inspiration from inbound tourism practitioners

I am an outbound tourism operator myself. Until now, I haven't seen the dawn. Inbound tourism looks worse than outbound tourism, but some people don't call it a miserable and silent transformation to survive.

Liu Weidong of Xi' an Lecheng International Travel Service said that he has been engaged in inbound tourism reception for more than ten years, and now the so-called "small group tour" and "in-depth tour" among our domestic tourism products are actually the leftovers of foreigners playing in China 1 years ago. Many years ago, he organized foreign guests to participate in the summer transition of Kazakh herders in Kanas, but now such products are rare.

In fact, it is very convenient but effective for inbound tourists to slightly optimize the set of products originally provided to foreigners and provide them directly to domestic tourists.

There is a saying that may be unpleasant to hear. I am familiar with Europe because of my working relationship. Regardless of IT technology and infrastructure, the business model of European tourism industry is still ahead of China for many years. Citywalk is one, Citypass is one, and Hop-on Hop-off Bus is one. These products are just beginning to sprout in China.

I used to run a tourism company in Guilin, and I am very familiar with Yangshuo. Seven or eight years ago, in order to make deep outdoor products, we climbed many unknown peaks in Yangshuo (including Laozhai Mountain and Cuiping, which were very popular later). There were almost no China people in these places, but only foreigners with blond hair and blue eyes. I asked many Yangshuo locals who had never been there.

where is the product design direction of depth theme? It's basically right to ask the former inbound tourism practitioners and follow the footsteps of foreigners.

2.3 Why is it so important for people to be divided into groups?

We often say that birds of a feather flock together. This time, we also met an elder brother in Hangzhou, Wang Yiqun, deputy general manager of Hangzhou Xinzhong International Travel Service. Teacher Wang told us that his parents agreed that people should be divided into groups, so they simply gave him this name.

why is this statement important to the tourism industry now? Let's go back to the current crux. In the domestic consumption scene, tourists are reluctant to join the "group".

to tell the truth, if I only meet the basic holiday needs of eating, living, traveling, shopping and entertainment, I won't join the group, and I don't think there are enough people. Why do you insist that 5 people take a bus to the scenic spot to join in the fun? Not to mention 5 people, I feel too much when I travel with five people I don't know.

But there is one exception, that is, when I am with friends from a certain theme community, people are divided into groups, and collective consumption is inevitable.

Brother Chen Liangchen, the general manager of Wenzhou Minority Travel, is a "gluttonous eater", and a group of such fans have gathered around him. First, they look for food in Wenzhou, and when Wenzhou is tired of eating, they start looking for food all over Zhejiang, and then this "food appreciation group" is going to continue to go outside the province ...

If there is no such a collective consumption scene, you will follow a group of strangers.

Liu Han of Chongqing Heping International Travel Service is the operator of several brand motorists' clubs in Chongqing. I asked him, Ding Zhen is so hot. Did your riders walk through National Highway 318? Brother Liu Han replied to me that some of them should have gone through, but if our motorists' association organizes a self-driving 318 activity and everyone goes together, they should still go together again.

3 The directions that can be tried in 221

The answers are all in the questions. In 221, I found some directions that can be tried at the micro level, in fact, they were all in the cases I saw during my visit.

3.1 All in content

This point was made clear last year when Ctrip and Feizhu entered the content track in a high-profile way. On the contrary, it put more pressure on the original content platform. However, whether it is Ctrip flying pig or hornet's nest, or Tik Tok Xiaohongshu video number, making content is the lowest cost drainage method for the tourism industry.

some colleagues who used to be public business teams don't know how to retain and activate their old customers. In fact, making content is the best way. Tourism is low-frequency, but watching tourism content is high-frequency. We can reach customers through content and let them feel our existence.

The relationship between content and realization is not complicated. The product is content-based and the content is video-based, so that a good product can bring its own traffic and marketing attributes. A story-telling and beautifully produced video can be a content that customers are interested in, and it should be one of our products. If the trading threshold is not too high, it can be directly transformed.

try your best to have a relationship with your customer, and it is a good practice to give him high-quality content until he is willing to have a trading relationship with you.

3.2 Socialization is a strong demand

As analyzed earlier, it is very important for travel agency products to divide people into groups. The underlying logic here is that socialization is a strong demand.

people's sociality determines the difference between people and animals. The same hobbies and cognitive frequency are the premise for us to stay with others. Dividing, forming and maintaining communities through theme socialization can cultivate a group of people who can buy travel "group" products, but "tourism" in this product is secondary, that is, I should say+tourism instead of tourism+.

fishing+tourism, poetry+tourism, cycling+tourism ... every theme social field is worth cultivating. First, we should break the ice and interact with the localized theme consumption scene to activate the community atmosphere. One day, members of the community will want to spend this theme in different places. This will naturally lead to tourism. Isn't the travel agency of the community operator worried that there is no order?