Jiacheng themed hotel

202 1, the first year of the 14th Five-Year Plan, the tourism industry made a difficult start and created a new situation.

Epidemic variation, vaccination and fighting against the epidemic have entered the new year's playground, as have tourism enterprises and practitioners.

After the ordeal in 2020, the certainty of epidemic normalization, long recovery period of the industry and heavy business damage will form a life-and-death game environment for tourism enterprises in 202 1, which is also the possible "gap" for them to cross 202 1 and usher in real recovery or even nirvana.

In the ugly year, how to turn the "cow" into a dry Kun?

Here, Zhihui launched a special issue of the Spring Festival, inviting the cultural and travel industries to write books and concise their thoughts, so as to see the road ahead clearly and analyze the general trend.

The second article comes from Mr. Xiao Yuanshan, the first sponsor of committee of 100 Shenzhou Tourism and CEO of Jiacheng Tourism. I have met 100 tourism CEO. What kind of profound insights and insights does he have on the cultural tourism industry?

At the end of 2020, committee of 100, a tourist community in China, which I participated in, completed the first round of peer exchange activities in eight cities in June+10, 5438.

I took part in all eight exchange activities at the risk of the epidemic. Through one-on-one home visits and multi-person discussions, I contacted more than 65,438+000 CEOs of small and medium-sized travel companies in eight cities.

The situation in every city is different, but everyone is trying to stick to it. Even 202 1 is not better than 2020 at first.

No matter in Xi 'an, Chengdu and Chongqing, or in Shanghai, Suzhou and Hangzhou, including Guangzhou and Shenzhen, every CEO wants to find the answer through communication. 202 1 how does my enterprise survive?

This question is too big for me, and I am not qualified to point out the maze, but a friend of mine in the legal field often tells me that the answers are all in the question. Yeah! These 100 CEOs may have answers to their own questions in their respective cases.

Before the Spring Festival, Zhu Hui invited me to make a preliminary analysis on the trend of 202 1 industry. I'd like to take this opportunity to share some classic cases I saw, heard and learned at 1 and my summary, which may give some reference and inspiration to my peers.

0 1 the "three trips" of tourism in 2020 has become a conclusion.

The idea of "going three ways" was put forward by Dean Dai Bin in June 5438+February last year. Dean Dai's original words were: "After this epidemic, tourism will never return to the past. Going to travel agencies, going to star-rated hotels, and going to scenic spots may all be trends worthy of our consideration. " What did I see in the correspondence?

1. 1 to the travel agency.

I need to add an attribute before Dean Dai's original sentence to go to traditional travel agencies, especially to tourist shops. Friends from Xi 'an told me that almost 100% of the tourist shops in Xi 'an closed down. Friends in Chongqing told me that there are still about 70% travel agencies in Chongqing that have not resumed work; Even in the Pearl River Delta region, where China's economy is the most dynamic, the store manager or business contractor I know in Shenzhen mainly focuses on a non-tourism sideline, including red wine, tea, insurance, purchasing, live training and so on. ...

Going to a travel agency is actually going to find a middleman. If it is only a combination of the traditional six elements of food, shelter, transportation, shopping and entertainment, we can't see what consumers want from travel agencies in the consumption scene of domestic travel.

In the outbound travel scene, the competitor of a travel agency is often another outbound agency, and guests will compare prices around with their own free travel itinerary. Back to domestic travel, travel agencies provide traditional products, and the biggest competitor is tourists' feet, followed by apps in their mobile phones.

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

1.2 Demolition of scenic spots

I didn't have time to go to the scenic spots along the way, but I got a little understanding according to the feedback from the travel agency industry. In addition, the news of "Huangshan Scenic Area received tourists 15 1000 last year, and the pre-loss of Huangshan tourism exceeded 30 million" was screened a few days ago, so I would like to express my views a little.

At present, the biggest problem of scenic spots is to meet the needs of tourists, 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 cognition for mainstream consumers, that is, holidays are overcrowded, tickets are too expensive, and they have to compete with the elderly for photo spots. If you can't go to the core scenic spots in China, try not to go. Personally, I do.

Popular in 2020, 202 1 exquisite camping products that are expected to continue to grow are samples of consumers voting with their feet. Choose a place where the scenery is no worse than the scenic spot, take the 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, and building their own experience scenes. None of them choose to pay for the scenic spots.

1.3 star hotel

In Hangzhou, I visited the founder of Bangda Hotel, a large accommodation community of my domestic counterparts. We chatted in a distinctive teahouse all afternoon and synchronized a lot of information about the big accommodation industry.

The reason for going to 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+big chairs, which is a style they will definitely not choose in their lives, let alone spend a lot of money to experience.

B&B has impacted the attraction of star-rated hotels to customers as a whole, and the two-level differentiation within B&B has further intensified. The good news is that domestic big accommodation brands such as Kaiyuan and Zhu Hua have risen, and Kaiyuan Sembo, a sub-brand of Kaiyuan, has just strategically invested in China Travel Agency. Recently, 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, there will be more "choice space".

What are the small and medium-sized travel companies that have not given up?

The small and medium-sized tourism enterprises I have seen are still insisting. What are the highlights worth recording?

2. 1 Cultural tourism integration is not just a government slogan.

The slogan of the integration of culture and tourism appears in almost all relevant documents of the government tourism industry, but since the merger of the Ministry of Culture and the General Administration of Tourism, officials have shouted it for so many years. Did it work?

The epidemic has accelerated this process.

In 2020, the epidemic will push the travel radius from outbound travel to domestic travel, then to provincial travel, Zhou Bianyou, and finally to urban travel. Travelers who don't give up don't complain and refuse to give up. They just found some market opportunities in the shortest radius travel mode of urban travel and the deep integration of cultural tourism.

Recently, our community has often discussed a relatively 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 both local classic routes.

China's excellent culture is not lost to Europe, but most of the previous tourists went abroad, at least it is also a famous scenic spot in China. Only theme parks such as Chimelong and Happy Valley can attract tourists from this city. But new buds are growing. In the eight cities I went to, except Shenzhen, the youngest, almost everyone was tossing about the cultural theme of Citywalk.

Charles in Chengdu packs a tricycle to take guests across the street to taste authentic snacks in Chengdu, and tourists can also go to DIY Sichuan food by themselves; Rangers have developed a theme route in Chongqing, which is led by city experts to taste hot pot, and the charge is not low; After the outbreak, Hangzhou Boyahui began to do a half-day tour of Hangzhou, which was purchased by the local government for the local people to experience. Twelve Hearts made a customized trip, packed a garden in Xixi, and gave Miss Amy an immersive experience product "Song Feng Ji Ya", which brought back the elements of Southern Song Dynasty. Shaoxing's eldest brother Zhang Hongzhu comes from the family of a six-year-old boy, Zhang Jinlai. Together with his father and 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 it is, the more cosmopolitan it is. The richer and deeper the local culture is, the more popular it will be with tourists from different places, and there will be no market for a cursory tour.

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

2.2 Enlightenment from inbound tourism practitioners

I am the operator of outbound travel myself, and I haven't seen the dawn yet. Inbound tourism looks worse than outbound tourism, but some people don't call it a tragic and silent survival transformation.

Liu Weidong of Xi Araki International Travel Service said that he has been engaged in inbound tourism reception for more than ten years. The so-called "small group tour" and "in-depth tour" popular in domestic tourism products are actually the leftovers of foreigners playing in China 10 years ago. Many years ago, he organized foreign guests to participate in the summer transition of Kazak herdsmen in Kanas, and now such products are rare.

In fact, it is very convenient but effective for inbound tourism practitioners to optimize the product set originally provided to foreigners and directly provide it to domestic tourists.

There is a sentence that may not sound good. I am familiar with Europe because of my working relationship. Regardless of IT technology and infrastructure, the business model of European tourism 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 travel company in Guilin, and I am familiar with Yangshuo. Seven or eight years ago, in order to make outdoor products, we climbed many unknown peaks in Yangshuo (including Laozhai Mountain and Cuiping, which became very popular later). There are almost no China people in these places, only foreigners with blond hair and blue eyes. I asked many locals in Yangshuo who have never been there.

Where is the product design direction of deep theme? It is basically right to ask former inbound tourism practitioners and follow the footsteps of foreigners.

2.3 Why is it so important to group people?

We often say that birds of a feather flock together. This time in Hangzhou, I also met a brother, Wang Yiqun, deputy general manager of Hangzhou Xinzhong International Travel Service. Teacher Wang told us that his parents agreed that people should be grouped, 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 food, shelter, transportation, shopping and entertainment, I won't join the group. I don't think there are enough people. Do you want 50 people to take a bus to the scenic spot? Not to mention 50 people, I think traveling with five people I don't know is too much.

But there is one exception, that is, I am with friends in a theme community, people are grouped, and collective consumption is inevitable.

Brother Chen, the general manager of Wenzhou minority tourism, is a "glutton", and a group of such fans have gathered around him. First, I looked for food in Wenzhou. When I got tired of eating in Wenzhou, I began to look for food all over Zhejiang. Then this "food appreciation group" will continue to go out of the province. ...

If there is no such collective consumption scene, would you follow a group of strangers?

Han Liu of Chongqing Peace International Travel Service is the operator of several brand motorists' clubs in Chongqing. I asked him if Ding was so angry. Did your riders walk through the 3 18 national highway? Brother Liu Han replied that some people should have been there, but if our drivers' association organizes a 3 18 self-driving activity and everyone goes together, we should still go together again.

03 202 1 year can try the direction.

The answers are all in the question. 202 1 I found some directions that I can try at the micro level, which are actually in the cases I visited.

3. 1 all contents

This point has been very clear in Ctrip and Zhu Fei's high-profile entry into the content track last year, but it has brought greater pressure to the original content platform. However, whether it is Ctrip flying pig or hornet's nest, or Tik Tok little red book video number, doing content is the lowest cost drainage method in the tourism industry.

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

The relationship between content and realization is not complicated. Content-based products and video-based content make a good product bring its own traffic and marketing attributes. A story-telling, beautifully-made video, which can be of interest to customers, should be one of our products. If the trading threshold is not too high, it can be directly transformed.

It is a good practice to try every means to have a relationship with the customer and give him high-quality content until he is willing to have a trading relationship with you.

3.2 Socialization is a strong demand.

It has been analyzed before that travel agency products are very important for the division of people. The underlying logic here is that socializing is a strong demand.

The sociality of human beings determines the difference between human beings and animals. The same hobbies and cognitive frequency are the prerequisites for us to be 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 deserves deep cultivation. The first is to break the ice, interact with the localized theme consumption scene and activate the community atmosphere. One day, community members will want to use this theme for consumption in different scenarios. This is not nature+tourism. Are community operators' travel agencies still worried about not having orders?

We often say that it doesn't matter what we eat, but who we eat with. This sentence can be translated completely. It doesn't matter where you travel, what matters is who you go with and for what purpose.

3.3 what to take+travel

This is the last paragraph. What to travel with is the purpose of going with friends in the community. This is definitely not within the scope of meeting the basic tourism needs, which is also the difficulty in the transformation of travel agencies.

How to understand? Someone needs to be good at a certain field, such as piano, chess, calligraphy and painting. We organize people to practice calligraphy and painting in local academies every weekend. After a while, we went to Wuzhen to draw misty rain in the south of the Yangtze River, and Shaoxing copied the preface of Lanting. Isn't that+travel?

If the team lacks the ability structure of different industries, it is necessary to integrate different industries to cooperate. After the outbreak, Miss Zhang Lijun, a colleague from Changzhou, integrated local female non-legacy artists, writers, gourmets, plant spatialists, educators, gourmets and other resources, and made many cultural+tourism products from a female perspective, which I think is a good attempt.

04 abstract

Wisdom's homework is finished. Let me summarize my micro-level trend analysis of 202 1 tourism industry.

Making content will become the cheapest way to drain. No matter what media platform you use, you can gather a group of fans who are interested in a certain field through content.

Theme socialization is the best way to keep active and activate community fans. There are already many head businesses doing this, but there are more than 10 million categories of community themes, and there are still many sub-areas to cut into.

Gathered enough people to activate them with products with low trading threshold and high social attributes at first, and then began to realize it with this theme+tourism.

The customer of this product is very sticky, and your premium ability will be strong. Members of the whole community are endorsing products, and "Let's go together" is the best reason.

Is this my prediction or suggestion? Well, anyway, many people are already doing it. It's up to you whether you do it or not.