Liberalization≠ the epidemic disappearscitiesVacation stillPotential
In the three years affected by the epidemic, outbound travel has basically been "suspended", and inter-provincial travel has often been affected by the epidemic prevention policies of various provinces and cities in different periods. With the announcement of the liberalization of local policies, China's cultural tourism market is bound to usher in a recoveryHowever, investors should be aware that "opening up ≠ the epidemic disappears", on the contrary, it will affect the consumption psychology of the population, and consumers still need time to adapt to the environment. The phenomenon of "fear of infection, dare not consume" will be very prominent in the early days of the new policy. Therefore, Pengrun expects that there will still be many customers who will be in a wait-and-see state for long-distance travel and vacation during the Spring Festival, and urban vacation will become a high-quality choice for them to release their demand for leisure vacation.
Combined with the "2021 Global Free Travel Report" jointly released by the China Tourism Academy and Mafengwo, the shortening of the travel radius has not affected the enthusiasm of Chinese tourists, and the frequency of travel has increased instead of decreasing. Short-distance trips of 1-3 days accounted for the highest proportion of all types of travel, reaching more than 60%, becoming the most accustomed travel time for Chinese tourists in 2021. This short-term, high-frequency travel habit has led to the fastest growth rate of fragmented urban leisure and vacation methods such as "peripheral travel" and "weekend travel".
In 2019, according to the domestic tourism sample survey data, young and middle-aged people (25-44 years old) have become the "mainstay" of domestic tourism consumer groups, accounting for more than 50% of the total number of tourists. In 2021, China's mainstream tourism consumer groups will become younger, and the post-90s new youth will gradually become the main force of tourism consumption, supporting the "half of the sky" of urban vacation consumption, among which the post-95 tourism consumer group will grow the fastest. Compared with the horizontal sightseeing tourism method of "getting on the bus to sleep and getting off the bus to take pictures", such groups are more willing to experience the fun, interesting and local check-in points in the destination vertically, and look forward to enjoying a different sense of fun and experience in the process of leisure and vacation.
This more personalized and in-depth experience has gradually changed from the favor of imitation European-style vacation products in the past to the expectation of localized vacation products with "China complex". The rapid development of the economy, the significant improvement of the national living standards, and the continuous enhancement of national cultural self-confidence have become the fundamental driving force for the promotion of Chinese-style vacations. A landscape, a dwelling, a light of tea, this kind of humanistic artistic conception of "living in the human realm, without the noise of cars and horses" and the fast-paced life of the city produced by the "sense of separation" is the underlying psychological factor that affects most Chinese tourists looking forward to a city vacation.
Capture the majority of your customers
How to tell the story of a city?
The changes in the travel radius and regional circles, as well as the changes in the preferences of the emerging mainstream customers for consumer products, have pushed the Chinese-style city vacations with close distance, easy accessibility, high price-to-price ratio, and strong sense of comprehensive experience to the forefront of the trend. These new changes are embodied in urban tourism activities, which are manifested in the ownership of leisure and vacation experience, the daily development of cultural consumption scenes, and the blurring of the boundaries of traditional tourism scenes such as scenic spots. It puts forward higher requirements for the destination attributes of the city itself, the leisure and vacation supply system and the urban vacation products.
Carrier: City destination attributes
The basis for building the attributes of urban destinations is to have a complete comprehensive urban tourism service system. The city destination itself needs to have a certain urban energy level, that is, it has a certain comprehensive strength of the city, and has the ability to radiate and influence the surrounding cities or regions, so as to ensure that the city has a complete comprehensive tourism service infrastructure.
On the basis of a complete integrated tourism service infrastructure, urban destinations need to have core competitive elements. To put it simply, these core competitive elements are the most attractive "city card" for foreign tourists to identify urban destinations, and they are also the "urban characteristics" that local residents are most proud of, and they need to be carried on top of the comprehensive tourism service infrastructure. These core competitive elements can be urban cultural and commercial facilities, unique customs and customs of the city, characteristic towns, unique natural landscapes, scenic spots, and protected areas. By combining the two to create a basic urban vacation product portfolio, and on this basis, integrating urban cultural symbols, urban stories and memories, so as to give the product "soul", enhance the destination attributes of the city itself, create a sense of destination atmosphere, and cope with the trend of mastering the experience mode of urban tourism activities, the daily consumption scene and the blurring of the boundaries of the tourism scene.
In the process of building destination attributes, the destination city not only enhances the attraction of tourists from outside the city, but also has the ability to transport tourists through internal circulation. The good resort environment, resort facilities and resort services built in the process have created a benign leisure and vacation atmosphere for local residents, subtly affecting the leisure consumption habits of local residents, and meeting the high-frequency consumption needs of urban residents for leisure and vacation. In this way, the sharing construction of "dual customer group" leisure and vacation products in urban tourist destinations has been realized, and a "dual circulation" leisure and vacation system has been formed.
Soul: Vacation products are embodied in the aesthetics of the place
The improvement of national living standards has prompted them to love life more, and their pursuit of beauty, quality and value has become more and more intense, and they need high-quality vacation consumer products that can reflect their own aesthetic ability and conform to their own identity. "Local aesthetics" is an effective way to reflect the high quality of products, which is not limited to the small culture that originates from the urban destination itself and reflects the fun of folk life, but also can be the essence of Chinese culture and oriental wisdom that have been precipitated for thousands of years.
Local aesthetics also help to highlight the urban destination symbols carried by vacation products, so that foreign tourists can more truly experience the "essence of a city", so that they can become "locals" of urban destinations in the process of playing. At the same time, local aesthetics also provide local residents with the opportunity to re-understand and understand the city they live in, and discover the "other side of the city" beyond their daily life from another perspective.
Influenced by traditional Chinese culture, most of the Chinese people's yearning for a beautiful leisure and vacation environment is mixed with the elegant feelings of mountains and rivers and pastoral life, as well as the pursuit of harmonious coexistence between man and nature, and the balance between the physical and external body and mind of the individual. As one of the urban resort products, the urban resort hotel integrates the elegant humanistic feelings and the exploration of "life balance" into different life scenes through the aesthetic recreation of various local elements and cultural symbols, and restores the comfortable life in the hearts of Chinese people in a way that meets the leisure and vacation needs of the current consumer groups.
Auxiliary: Urban resort hotels help create a sense of Chinese vacation experience
In the face of today's consumer groups who pursue high-quality leisure vacations, urban resorts are no longer just the characteristics of living tools, but also dig deeper into the unique imprints of urban destinations and amplify them in the hotel living scene, creating a back-to-basics living atmosphere. These destination elements that are unique to a city can be the historical and cultural heritage left behind with the development of the times, or they can be the "philosophy of life" that is born and raised and passed down from generation to generation. When the scene of modern life collides with the imprint of the times, it is like "a clear spring suddenly gushing out of the reinforced concrete jungle", the cold and refreshing feeling allows people who have lived in the city for a long time to get a short moment of "awakening" in the fast and tense modern life.
Urban resort hotel
It is the history and inheritance of elegant humanities
Capella Shanghai Jianye is based on the Shikumen complex and perfectly interprets "the tranquility and comfort hidden in a corner of the bustling city".
Different from the traditional Shikumen villas in Shanghai, Capella Jianye has a horse-head wall, and retains classic Shikumen elements such as "clear water red bricks" and "semi-circular arch holes". The overall architectural style inherits Shanghai's Shanghainese culture and the building's own Shikumen style, integrating Shanghai's gentle temperament and French-style romance into the only all-villa hotel in Shanghai.
Two worlds inside and outside the hotel.
Outside the door, there is a bustling super metropolis, and inside the door, traditional Shanghainese Chinese elements permeate every detail. The arched stone door at the entrance of the main door, the narrow alleyways, the skylight that flows into the natural light, the sofa pillows in pale peacock blue, typical of Shanghai's history, the wooden carved screens and ink paintings, every detail brings people back to Shanghai in the 30s of the last century.
Urban resort hotel
It is a way of life in the heart of the city
With its private coastline, Xiamen Qishang Hotel combines modern visual beauty with traditional Fujian techniques, conveying a rich and heavy southern Fujian charm, and a low-key interpretation of "southern elegance in the winding paths".
The overall design of Seven Shang Hotel is rooted in the culture of southern Fujian, and the modernist space interprets the simple and ultimate local aesthetic design.
The hanging wood carvings at the entrance show the exquisite folk crafts and quaint and natural cultural characteristics of Quanzhou; The open patio in the drop-off area is like a square patio in a traditional Minnan house, combined with the lush greenery around it, as if you are in a natural jungle.
The tea ceremony is the first procedure for Xiamen Qishang Hotel to welcome guests, which echoes the tradition of Fujian people who "would rather have no meat for a hundred days than without tea for a day".
The response to Hokkien culture is also reflected in the respect and preservation of local raw materials. The hotel building and interior space are made of Shijing rust stone from Shijing Town, Quanzhou, revealing the temperature of the rust stone itself. A rusty red glazed wall at the entrance is inlaid with the unique turtle kueh style in southern Fujian; The walls of the Chinese restaurant are made of red bricks, revealing the deep and unique heritage of southern Fujian architecture between bricks and tiles.
The hotel has incorporated the Hokkien culture that has been precipitated over the years into every modern scene, and the guests here experience not only the inheritance of regional culture, but also the artistic sense and inclusiveness given by modern design, and experience the redefined leisure lifestyle in the elegant Hokkien style and modern artistic expression.
Resorts entering urban destinations are constantly breaking through the boundaries of hotel buildings and becoming part of urban destinations, empowering each other to provide local residents and tourists with diversified and diverse experience products to experience a different "city temperature" from another perspective. In today's culture of greater self-confidence, Chinese resort products have gradually become a symbol of personal taste. Through the realization of consumption guidance through cultural products, guests can feel not only the spiritual relaxation of leisure and vacation, but also a spiritual enlightenment rich in cultural depth and connotation. Under this guidance, the human impression of urban resort products will gradually expand into an in-depth experience of local culture, and become a new way for them to unlock urban destinations.
end —Material**: 2021 Global Free Travel Report: My China, It's Fun! 》
Chinese-style Vacation in the Context of a Better Life" - Tourism Research Center, Chinese Academy of Social Sciences.
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