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China Economic Times reporter Li Xiaohong.
Taking advantage of the recovery of tourism, the homestay industry ushered in a bumper year this year, and more and more people have joined the ranks of homestay landlords. According to the "2023 Homestay Industry Development Observation" released by Tujia B&B on December 19, the number of new landlords on the platform in 2023 increased by 77% compared to 2019. At the same time, the number of homestay bookings with special labels such as pottery handicraft, catching the sea, and planting experience increased by 90%-230% year-on-year.
Ma Xiaolong, a professor at Nankai University, said in an interview with a reporter from the China Economic Times that after the epidemic, the supply side has highly recognized the market prospects of the homestay industry. At the same time, we should also be vigilant against the potential crises behind the rapid growth of the homestay industry, including the crisis of blind investment, the crisis of peer competition, and the crisis of operation and management.
Make efforts to "B&B +" model.
Since the beginning of this year, many homestays that pursue quality have launched diversified quality services and special experience products in addition to creating a good accommodation environment, and the "homestay +" model has boosted the rapid recovery of the homestay industry.
According to data from Tujia B&B, the number of bookings in popular cities on the Tujia platform in 2023 will increase by 1 compared with 20192 times. Judging from the ranking of the growth rate of bookings, users have gone further, and Northwest B&Bs have exploded. Nagqu, Hotan, Qamdo, Shigatse, Shannan, Bortala, Kashgar and other cities led the growth rate.
Compared with previous years, consumers are more seeking to live better and have a richer experience when living in homestays. B&Bs are preferred for the purpose of bringing families and friends, or traveling for the purpose of leisure and relaxation, experiencing the local area, etc., and the number of bookings for whole homes and multi-resident B&Bs on the Tujia B&B platform has doubled compared with 2019. In addition, the number of platform features** and experiential service tags has increased.
It is worth noting that Tujia B&B data shows that at present, Super Six has become a "slash" landlord - running a B&B part-time. Among the hosts, the number of people who run 1-2 B&Bs is the largest, accounting for more than half. Among the landlords' occupations, catering and accommodation account for the highest proportion, reaching 20%, and those in culture and sports, architecture, Internet, and education are ranked two to five. These "slash" hosts have a skill set that breathes new life into the homestay.
Liu Yang, chief commercial officer of Tujia B&B, said that the characteristics of the host's personality, hobbies, ethnicity, and experience have formed a unique host culture. "The host culture gives different values to the homestay, and it also attracts many guests with the same tastes and hobbies. ”
The quality development of B&B is the trend.
Long Fei, a postdoctoral fellow at the Chinese Academy of Social Sciences' Institute of Financial Strategy and a long-term focus on homestay tourism, said that the homestay industry has been developing in China for more than ten years, has ended its brutal growth, and has begun to compete with hotels in a differentiated manner. In 2023, B&B will not only meet the basic accommodation requirements from the perspective of professional hardware equipment and software services, but also focus on providing users with a personalized experience that distinguishes them from hotels.
At the same time, Long Fei said that since the beginning of this year, B&Bs have encountered the most turbulent turmoil, and many B&Bs have exposed problems under the rapid growth of demand, such as no room in the store, serious B&B filtering, poor service experience, etc., which are all problems that need to be solved by enterprises, industries and regulators.
In this regard, Liu Yang said that Tujia has successively launched functions such as ** authenticity, a new version of the landlord system and landlord files, focusing on promoting the quality development of homestays.
According to Liu Yang, in terms of authenticity, the authenticity verification promoted by Tujia B&B has covered more than 300 cities, from geographical location, environmental landscape, equipment and facilities to sanitary dead ends, comprehensively breaking the filter, and "more real" with the quality of B&B. In response to service deficiencies such as no room at the store and price increases, Tujia B&B has upgraded its landlord system and included the integrity score in the rating for the first time, which will have a decisive impact on the landlord's rating as a hard indicator of the landlord's operation.
The most different thing between B&B and hotel is that there are lively and interesting landlords standing behind these houses, helping landlords to operate and grow better, and providing users with a personalized accommodation experience. At the same time, create shelves that are different from traditional tourism apps to show the characteristics of homestays and help users pick out their favorite homestays. Liu Yang said.
However, Ma Xiaolong emphasized that in the context of the great development of tourism, the development of the homestay industry has its obvious advantages, and the scale of investment, land use and service quality are easy to control, which is a good investment choice for "real rather than capitalized" homestay operators. However, considering the impact of the climate and market environment in different regions on the operation effect of B&B, it is necessary for B&B operators to give full objective analysis in the process of B&B brand positioning, investment positioning, market positioning and positioning, so as to avoid being coerced by the first-class environment where B&Bs make a lot of money and lead to investment failure.
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