The single-day order volume of Ctrip tickets increased by up to 449%, continuously refreshing the historical peak.
Source: Financial Network
On May 5th, Ctrip and Xinhua Finance released the "2021 May 1st Travel Big Data Report", showing the strong recovery of the domestic tourism market during the May 1st Golden Week with multi-dimensional data.
The order volume increased by about 270% year-on-year, and the national travel heat wave hit.
This year’s "May Day" has been closed for five days, and consumers’ long-accumulated demand for long-distance travel has been released. According to data from Ctrip, the total order volume of Ctrip’s "May 1" Golden Week increased by about 270% year-on-year, which was more than 30% compared with the same period in 2019.
Among them, Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu, Xi ‘an, Nanjing, Chongqing, Wuhan and Changsha were among the top ten tourist cities in the May Day Golden Week.
It is worth mentioning that, driven by the "Enhanced Edition" Golden Week, some businesses of Ctrip achieved a breakthrough in the historical peak.
The data shows that Ctrip Hotel booked overnight and GMV continuously broke through the historical peak of the platform three days before the holiday. Compared with the same period in 2019, the single-day order volume increased by up to 70%.
Huzhou Dragon Dream Animal World Hotel, Huzhou Taihu Dragon Dream Diamond Hotel, Wuxi Nianhua Bay Nianhua Inn, Huizhou Shuangyuewan Tanyuedu Xitianli Resort Hotel, Chimelong Hengqin Bay Hotel (Zhuhai Chimelong Flagship Store), Zhuhai Chimelong Ocean Science Hotel, Zhuhai Chimelong Penguin Hotel, Huizhou Shuangyuewan Howard Johnson Tanyue Hot Spring Resort Hotel, Shanghai Jinmao Grand Hyatt Hotel and Chimelong Hotel (Guangzhou Chimelong Wildlife World Store) are the "May 1 ST" this year.
On the eve of the holiday, the Ministry of Culture and Tourism requires all scenic spots in various places to strictly implement the requirements of "quota, reservation and peak shifting" during May Day, reasonably determine and strictly implement the quota requirements according to their own carrying capacity and the requirements of the local epidemic prevention and control headquarters, control the number of tourists received, and fully implement the ticket reservation system.
On the basis of stability and order, Ctrip tickets performed well. Compared with the same period in 2019, the single-day order volume increased by up to 449%. In addition, on May 1, Ctrip tickets were booked on a single day, and GMV refreshed the platform’s single-day historical peak; On May 2nd, Ctrip ticket single-day booking and travel transaction reached a new high, reaching twice the historical peak.
Shanghai Disney Resort, Summer Palace, Huashan, chengdu research base of giant panda, Badaling Great Wall, Yuanmingyuan, Humble Administrator’s Garden, Chimelong Wildlife World, Longmen Grottoes and Xi ‘an City Wall are among the TOP10 scenic spots in the May 1 Golden Week.
Under the influence of the national high-speed free pass policy during the holidays, the "May 1" car rental market ushered in a round of outbreak this year. Compared with the same period in 2019, the highest single-day order volume of Ctrip car rental increased by about 330%. Sanya, Chengdu, Haikou, Shanghai, Xi ‘an, Chongqing, Kunming, Guangzhou, Guiyang and Dali are the top ten car rental destinations during the May Day Golden Week this year.
Consumers have a strong willingness to travel across provinces, and the single-day order volume of Ctrip tickets has increased by about 28% compared with the same period in 2019. Shanghai-Beijing, Beijing-Shanghai, Chengdu-Beijing, Beijing-Chengdu, Guangzhou-Shanghai, Shanghai-Guangzhou, Guangzhou-Beijing, Beijing-Guangzhou, Shenzhen-Shanghai and Shanghai-Shenzhen are the top ten popular routes for the May Day Golden Week.
After the rise of "Generation Z" and "00", the proportion of outbound groups is 21%.
The "post-90 s" who gradually became the strength of the workplace accounted for 37% of the "May 1 ST" tourists this year, becoming the absolute main force of travel, and the "post-80 s" ranked second, accounting for 27%.
It should be noted that the "generation Z" represented by "post-00" accounted for 21% of the outstanding performance in this "May 1" Golden Week, and tourism consumption directly caught up with the "post-80 s". Post-1970s generation accounts for 10%, post-1960s generation accounts for 2.7%, and pre-1960s generation accounts for 2.3%. In the gender distribution, Ctrip female users accounted for 51%, slightly higher than male users.
By comparing a number of business data, we can find the differences in tourism consumption between the two major groups, the "post-00" and the "post-80".
Taking scenic spots as an example, among the popular scenic spots favored by the post-00 generation, Huashan, which is famous for its "danger", ranks first, followed by Yuanmingyuan, Summer Palace and Humble Administrator’s Garden, and only Shanghai Disney Resort, a theme park, is among the top ten. For this generation of young people, they should not only have a heavy sense of history and culture, but also participate in fun projects with strong experience and high challenges.
Looking at the post-80s generation, there are 6 theme parks in the top 10 of its favorite popular scenic spots list, namely: Shanghai Disney Resort, Shanghai Haichang Ocean Park, Chimelong Wildlife World, Chimelong Ocean Kingdom in Zhuhai, beijing happy valley and China Dinosaur Park. From this point of view, "Liuwa" is the top priority in the "post-80 s" holiday.
More differences can be found through keyword search.
In the keyword search of the post-00 generation, snacks, night markets, milk tea, punching cards and landmark buildings rank among the top five, and the top five keywords of the post-80 generation are scenic spots, Sanya, self-driving routes, bars and Chimelong. Obviously, young people who are curious about the world prefer fragmented experiences.
The niche secret is emerging, and the night tour is favored by consumers.
Mainstream destinations are still hot in this "May Day" Golden Week. On the other hand, a group of beautiful secrets with world-class beauty have emerged this holiday.
Compared with the top 100 cities in 2019 and 2021, Jingzhou, Lianyungang, Shantou, Huzhou, Datong, Luoyang, Huai ‘an, Zhangjiajie, Jining and Rizhao were among the fastest-growing destination cities in this year’s May Day Golden Week.
Driven by the change of consumers’ travel mode and the recent film and television dramas and variety shows, rural tourism has become increasingly hot during this small holiday. Mangya City, where Emerald Lake is located, Gongshan County, where the First Bay of Nujiang River is located, and Bange County, which is located in Naqu City, were shortlisted as the fastest growing rural tourist destinations in the May 1 Golden Week.
In terms of scenic spots, Huashan, Longmen Grottoes and Shenyang Forbidden City are eye-catching, ranking among the top three scenic spots with the fastest growth rate during the May 1 Golden Week this year.
It is worth mentioning that with the improvement of people’s consumption level, their consumption scene has gradually changed from "day" to "night", achieving comprehensive coverage. Consumers are willing to explore the streets and landscapes of the city at night and discover the other side of the city. They are also willing to look for the traditional "night economy" such as "Midnight Food Store" in alleys and alleys, nightclubs and bars, which is an indispensable factor for young people.
Among the popular tourist cities, Chongqing, Changsha and Guangzhou have become representative cities for night tours. Among them, Chongqing Liangjiang Tour, Xiangjiang Cruise Orange Island Star, Pearl River Night Tour and other play experiences are hot.
High-star hotels account for nearly 40%, and the trend of quality leisure travel is obvious.
Influenced by the return of outbound travel consumption, the trend of quality leisure travel during the May 1 holiday is more obvious, which is concentrated in "high-star hotels" and "private groups".
The data shows that in Ctrip’s "May 1" hotel orders, high-star hotels account for nearly 40%, and coastal resorts, suburban resorts and theme park hotels have become consumers’ hearts.
Among them, Huizhou Shuangyuewan Tanyuedu Xitianli Resort Hotel, Huizhou Shuangyuewan Howard Johnson Hot Spring Resort Hotel, Sanya Atlantis, Beidaihe arcadia Binhai Resort Hotel and Sanya Yalong Bay Mangrove Resort World (Bodhi Hotel) are among the top 5 popular coastal resorts;
Huzhou Dragon Dream Animal World Hotel, Huzhou Taihu Dragon Dream Diamond Hotel, Wuxi Nianhua Bay Nianhua Inn, Moganshan Kaiyuan Senbo Resort Park and Yangjiang Beiluo Secret Resort Hotel were shortlisted for suburban resort hotel TOP 5;
In addition, Chimelong Hengqin Bay Hotel (Zhuhai Chimelong Flagship Store), Chimelong Ocean Science Hotel, Chimelong Penguin Hotel, Chimelong Hotel (Guangzhou Chimelong Wildlife World Store) and Chimelong Panda Hotel are widely favored by consumers in the list of popular theme park hotels.
In terms of private groups, Ctrip private groups performed well in this year’s "May 1" holiday, and the order volume increased by about 230% compared with the same period in 2019. Among them, Beijing, Guilin, Guiyang, Sanya, Hohhot, Xi ‘an, Yinchuan, Zhangjiajie, Lijiang and Xiamen are the top 10 popular destinations for private groups. Among the new destinations, Guiyang, Beihai and Zhangjiajie rank among the top 3.
The number of blind box searches has soared by 40 times. What are the new holiday trends?
Not long ago, based on the hot background of long-distance and medium-distance tourism, Ctrip created the scene inspiration for users to travel in two cities, and launched a variety of products to provide tourists with the best route choice for traveling in two cities.
At the same time, Ctrip also launched the highly anticipated Ctrip "City Choose Blind Box at Will" activity on April 19th.
This activity includes hotel blind box and air ticket blind box. Among them, the prices of hotel blind boxes are 699 yuan and 999 yuan respectively. Each blind box includes 1 night hotel. After the hotel is booked successfully, you will be given a red envelope for air tickets, and you can get the highest red envelope for 100 yuan reduction. It is reported that the activity covers the period around May Day. After purchasing, users can choose any city in many cities across the country to open the blind box.
In addition, Ctrip 99 yuan’s "hidden money" ticket blind box was launched on April 22nd. The blind box covers 12 popular starting points across the country, and there are more than 100 popular routes to choose from. If the user does not exchange the ticket after opening the box, he can also refund the full amount.
Up to now, blind box products have been recognized by consumers. In Ctrip’s keyword search rankings, "Blind Box" ranked fifth, with a 40-fold increase in search volume, which overwhelmed many popular destination keywords in China.
On the other hand, with the rise of young people, their enthusiasm for music festivals has also become one of the mainstream holiday ways.
According to data from Ctrip community, from April 1 to April 20, the search volume of the keyword "Music Festival" nearly doubled from the previous month, and it also increased by nearly 50% compared with the same period in 2019. In addition, the search volume of keywords such as "performance lineup", "strawberry music festival" and "bus" has increased by more than 30%, and the 2021 Beijing Strawberry Music Festival, 2021 Shanghai Strawberry Music Festival and 2021 Hainan Wanning M_DSK Music Festival are highly popular.
To this end, Ctrip Community has specially customized a number of selected topics, such as # Small Holiday, Great Satisfaction, #51 Eating Everywhere, # Few People, Good Places to Go, # Did you attend the Music Festival this year, etc. Through creative incentives such as cash rewards of up to 999 yuan, air tickets in 200 yuan, tickets for music festivals, etc., users are attracted to plant grass for domestic tourism and explore the great rivers and mountains of the motherland.
According to the latest data, the hottest topic in Ctrip community during the "May Day" period is # Small Holiday and Great Satisfaction, and more than 13,000 notes have been generated so far.
It is worth mentioning that red tourism is also a popular choice in this small holiday.
The data shows that the keyword "red tourism" increased by about 7 times during the May Day period compared with the same period in April. Compared with the same period in 2019, the order volume of Ctrip’s red tourist attractions increased by about 375%, with Yuanmingyuan, Sun Yat-sen Mausoleum, China National Museum, Tiananmen Square and Langya Mountain as popular red tourist attractions.
In addition to the above trends, experienced Ctrip local guides have also brought many new ways to play.
In Shaanxi, Ctrip guides lead users to face-to-face interviews with the Terracotta Warriors and Horses to learn the story of the first scene of the Terracotta Warriors and Horses discovery; In Hunan, Ctrip guides recommend the "White Tiger Hall" where local talents will go. In Dunhuang, Ctrip guides lead consumers to camp in the desert.
As of press time, the booking volume of Ctrip local guides during the May 1 holiday increased by 120% compared with the same period in 2019. The TOP10 destinations are: Shaanxi, Qinghai, Sichuan, Beijing, Shanghai, Guangxi, Guizhou, Yunnan, Fujian and Hunan.
This year’s "May 1" Golden Week is the hottest public holiday in the tourism market since the epidemic, and the familiar "people follow the crowd" mode has returned again. With the accelerated popularization of vaccines in China, the follow-up tourism market will maintain a strong growth momentum. I believe that the domestic tourism economy will be more vigorous in generate in the next summer vacation market and National Day holiday.