With the approach of the Spring Festival, many people are eager to return to their hometowns. However, affected by the sporadic epidemics in many parts of the country, under the severe situation of epidemic prevention and control, local governments have successively issued notices advising everyone not to return home for the Spring Festival. Chinese New Year has become the choice of most people.

On January 28, the 2021 Spring Festival Transport officially kicked off. According to data from Changzhun, as of 12:00 on January 28, the cancellation rate of domestic-domestic scheduled passenger flights has reached 51.93% (including advance Cancellation and same-day cancellation). In terms of high-speed railways, there are also many railway services outages. Ctrip data shows that the price of return air tickets in many parts of the country is on a downward trend, with Beijing-Chongqing and Shanghai-Guangzhou falling by more than 60%.

On the one hand, the local Chinese New Year makes the aviation industry cold at the beginning of the new year. On the other hand, the hotel industry is experiencing two ice and fire, and hotels in different places have repeatedly returned orders. The staff of a domestic hotel chain said: "Before the impact of the reduction of business travel consumers, no Hotels in first-tier cities in Shaofei have entered the off-season, and now they may face a second wave of orders reduction.” At the same time, urban resort hotels and suburban resort hotels are very popular with consumers. It is hard to find a room in many places across the country, including ski resorts and hot springs in Sichuan. The highest growth rate of hotels in Chengdu, Chengdu surrounding hotel bookings increased by 150% compared with the same period last year, the hottest hotel bookings rose more than 5 times.

Hotel New Year is a trend

The post-90s generation is the main force

According to a big data report on holiday trips released by the OTA platform earlier, under the influence of the epidemic, the holiday concept of “hotel is the destination” has been favored in the past year. According to Qunar and Ctrip data, the number of hotel bookings on New Year’s Eve this year has increased by 30% compared with the same period in 2019, and the hotel’s New Year has become a major trend.

In the age distribution of users, “post-90s” placed orders through Ctrip accounted for 58.79%, accounting for half of this year’s Spring Festival orders, “post-80s” accounted for 20.42%, and “post-00s” accounted for 9.09%.

First-line hotels are hot

High star hotels are popular

According to Ctrip data, Shanghai, Sanya, Beijing, Guangzhou, Suzhou, Hangzhou, Nanjing, Dali, Shenzhen, and Chongqing are among the top ten cities in terms of hotel reservations during the Spring Festival this year, and they are basically concentrated in the first-tier, new-tier or leisure and resort cities. Customers contributed most of the orders.

Choosing to spend the Chinese New Year holiday in a hotel is also a reward for everyone’s hard work. Therefore, when booking, a well-equipped and high-quality hotel is more popular, especially for families with children. The hotel’s comprehensive parent-child area can also provide children with entertainment space . High-star hotels accounted for about 66.8% of Ctrip’s hotel reservations. Grand Hyatt Shanghai, Nanjiao Hotel Shanghai, Sofitel Sheshan Shanghai, Atlantis Sanya, Shanghai Pudong Kerry Hotel Shenzhen Liked by users.

Qunar's data also shows the same trend. In the hotel bookings on New Year’s Eve, five-star hotel bookings in the urban area accounted for more than 80%, and around February 14, the surrounding Internet celebrity hotels and high-star hotels became the main ones. Bookings are the main force, and the prices of many hotels have doubled on New Year's Eve around February 14, and the basic room types of many hotels have even been fully booked.

OTA, new hotel tricks

Diverse product portfolio innovation

The most important meal of the Spring Festival is the New Year’s Eve dinner. The Ministry of Commerce of the People’s Republic of China has also issued a document to encourage companies to actively develop new year’s eve dinner packages and semi-finished pre-prepared dishes suitable for take-out. Major hotels have also launched corresponding products and services in accordance with the policy orientation, such as Yangzhou Shangri-La The hotel has launched Yangzhou steamed buns and Yangzhou morning tea gift box, Quanzhou Taihe InterContinental Hotel has launched a variety of online chef cooking courses, and Marriott has launched the service of "New Year’s Eve dinner takeaway, chef’s home cooking".

Faced with the new demands of consumers for hotels, OTA platforms want to extend more consumption. For example, Ctrip stated that it will further use its resources for outdoor hiking, mountaineering, skiing, cross-country driving, cycling and other themed tourism. It is planned to release a collection of themed tourism around the country in the early Spring Festival, featuring car rental + selected hotels + outdoor activities.

The China Travel Alliance believes that consumer demand for hotels will always be affected by various uncertain factors such as the epidemic. The hotel industry needs to take this opportunity to reposition and develop its own customer base, adjust and improve its products according to market changes, in order to maintain sustainability Competitiveness.