2020 Baidu tourism industry demand insight Report From New tourism and new experience

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The following is the 2020 Baidu tourism industry demand insight Report From New tourism and new experience recommended by recordtrend.com. And this article belongs to the classification: Travel booking, research report.

Tourism demand is restored, but food, shopping and entertainment are given priority to travel, travel and accommodation

According to Baidu tourism big data, the demand of tourism industry began to recover from February, with an average monthly growth rate of 11%, with holidays, city unsealing and epidemic situation degradation playing a leading role.

Tourism is a comprehensive experience of living in a different place. When the downstream, travel and accommodation recover fastest, destinations / scenic spots, hotels and travel agencies should seize the growth opportunities.

[travel] short radius and strong experience ignite new tourism enthusiasm

People’s distance from overseas to domestic, domestic long distance to domestic periphery. According to Baidu tourism big data, domestic tourism accounts for 87% of the current tourism demand. Peripheral travel, parent-child travel and self driving travel are the most urgent needs. They have become the mainstream mode of domestic tourism and become the tourism marketing opportunity market.

1. Peripheral Tour

The coastal and inland provinces with rich tourism resources are the most attractive to peripheral tourism, such as Guangdong, Jiangsu, Zhejiang, Sichuan and Henan. The surrounding tourists are mainly female workers aged 25-44 years old. TA people plan their weekend itinerary on Friday night or plan the itinerary of the day on Saturday morning, which is the golden period of marketing communication.

2. Parent child travel

Put down books, put down work, parent-child travel is the first choice to enhance the harmonious relationship between father and son / mother and son. Shandong, Sichuan, Jiangsu, Guangdong, Beijing and other major educational provinces pay more attention to taking children to broaden their horizons and understand the world through travel. The decision makers of parent-child tourism are still mainly 25-34-year-old mothers. Theme park is still a popular choice for parent-child tourism. Whether it is suitable for parent-child tourism is a hot issue, especially when choosing other scenic spots. For scenic spots / destinations, adding projects or designs suitable for parent-child travel will bring new crowd opportunities.

3. Self driving tour

Self driving is a way to reduce contact with others, especially when public transport is not restored. The self driving tour has extended the travel radius. Men aged 25-54 are the core group of self driving tour, and their most wanted route is Sichuan Tibet. Finding strategies and routes are the core demands to be solved before the self driving parade, so strategies, route experience and other contents are conducive to accelerating the decision-making of self driving tourists.

[line] level by level and area by area to release new tourism potential

With the gradual lifting of the ban in cities and the degradation of epidemic situation, the demand for transportation in different regions has gradually recovered. In Baidu platform, people express the most travel tool demand is airplane and train. From the point of view of the convenience to and from the airport, the plane crowd is more concentrated in high-speed cities, and the proportion of women is higher. The most concerned airlines are China Southern Airlines, Air China and China Eastern Airlines.

[Live] feel at ease and have good quality to stimulate new vitality of Tourism

The brand efficiency of medium and high-end hotels is fully released, and the hotel brand construction has a long way to go. People’s high trust in the safety and security of high-end hotels, and the low-cost pre-sale of early bird, which is worth more than the value of the hotel, have stimulated the high demand of medium and high-end hotels. Male employees aged 25-34 are the main group of hotels, and middle and high-end hotels are more concerned by young people. In addition to brand information, geographic location is the key communication content for medium and high-end hotels, and official website and telephone are the key information to speed up the selection of budget hotels.

The essence of tourism is to experience foreign life. The current new needs may not always become the new normal. For example, long-distance travel and overseas travel are still people’s aspirations, but not the present. Only when we move in time can we become the winner. Deep ploughing into new opportunities such as local tourism, parent-child travel, self driving tour, and improving the added value of hotel brand will increase the chips to win the current opportunities.

Tourism decision-making cycle becomes shorter, uncertain long-term planning is reduced, and the whole link marketing from stimulating desire to decision-making is becoming more and more important;

Under the trend of people’s online migration, creating immersive online experience through content will help to stimulate the desire and good will, and building a position to store customers helps to realize closed-loop marketing.

Real time transformation of whole chain marketing, build position and store customer operation

The whole scene of Baidu platform covers people’s life scene, big data can read tourism demand in real time, and help brand realize full link user communication. Information flow, brand zone, etc. can stimulate tourism aspiration, search can capture immediate demand, content marketing can increase favor, jimuyu, small program, etc. can undertake users’ immediate action, and serve brand and customers.

Enterprise hundred brand is a new private operation position integrating brand content production and release, user operation communication and sales transformation promotion. It accumulates content, settles users and realizes stock user transformation.

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