Since the beginning of this year, the tourism and hotel sector has shown a structural recovery trend, with parent-child travel, research tours and other forms of travel leading to further release demand, catalyzing the continuous improvement of the performance of the hotel and tourism industry. In this context, Atour has formulated a differentiated marketing strategy for consumers' holiday travel needs, launched themed check-in gameplay, and launched Atour to sell cute official "Bud Buds Duoduo" to increase the fun of consumers' holiday travel, and at the same time, let the Atour brand expand its popularity and influence again.
The demand for holiday travel has been released, driving the rapid recovery of the wine and tourism industry.
In 2023, as the epidemic situation stabilizes, people's travel demand will be released, and the tourism consumption market will recover rapidly. According to relevant data, summer travel consumption orders in 2023 will double compared with 2019. Taking the popular tourist city of Beijing as an example, the number of hotel bookings on Ctrip's platform alone in June increased by more than 2 times compared to 2022.
During the summer vacation and the Mid-Autumn Festival and National Day, the tourist base is diversified, involving graduation trips, summer vacations, parent-child travel, research summer camps and other fields, which further drives the performance of the hotel market. In order to prepare for the holiday, major brand stores have also launched a variety of personalized products to meet the diversified needs of consumers.
Atour has launched a special check-in gameplay to realize the warm connection between people.
As a lifestyle hotel brand that starts with accommodation, Atour continues to create the scarce and ultimate Chinese experience for consumers, from operating rooms to operating spaces, to operating people, and realizing the warm connection between people, which has been widely recognized by consumers and the market.
In the face of the holiday tourism boom, Atour actively has insight into the needs of parent-child travel, and actively understands and considers the parent-child relationship in contemporary society, creating a new parent-child travel plan, which not only helps young parents improve their participation in parent-child travel, but also combines local cultural landmarks to create a diversified consumption scene that is entertaining and educational, adding fun for children to explore and making travel more meaningful.
Atour launched the check-in theme gameplay, through the form of parents and children collecting stamps together, to improve the fun, knowledge and interactivity of parent-child travel, and at the same time launched the IP image of "Buds and Buds", with the elves of Atour Village as the carrier to instill a humanistic, warm and interesting brand philosophy to consumers who pursue quality life, and realize the warm connection between people.